My agent sent me a packet, at the beginning of my publishing career, which was full of advice for how to promote my book.  It was very clear that entrusting all promotion to the publisher was not a good idea, and that bit of wisdom hasn't changed.  Unfortunately, nearly everything else has.

The packet spoke of bookmarks, postcards, book signings, mailings, reviews.  The year was 1995, not all that long ago, but there was nothing in its pages about the internet.  In 1995, books were still being distributed by independent contractors who knew what books sold in what locations, and stocked bookstores and drugstores and grocery stores accordingly.

By 1997, the distribution system had fallen apart.  The big contractors like Ingraham took over.  And the internet had begun to be the place everyone turned for information.  So now what is an author to do?

I contemplate this puzzle every time a new book comes out.  This week, The Singers of Nevya omnibus hits the shelves, and I've been trying to find the best answer for how to let my readers know, and possibly even garner some new ones.  Bookmarks and postcards and other promo materials are now considered "throwaway" advertising.  Viral marketing is all the rage.  Book trailers show up on Barnes & Noble's website, which actually has a page set aside for them.   Except for the Big Name authors, booksignings tend to be poorly attended.  

If you read this far hoping for The Answer, I apologize.  I can only say what works for me.  Viral marketing isn't it, because it just doesn't suit my style.  I still like bookmarks, because it gives me something to put into the hands of potential book buyers, and because when people give them to me, I usually hold on to them.  I do the minimum on the internet:  this blog, a recently redesigned website, a polite and hopefully nonintrusive email to readers who have emailed me.  I put links up where I can.  And because it fits my sort of career, I do a lot of writing workshops and convention appearances. 

In a New York Times article a couple of years ago, several agents and editors were asked their opinions on how to promote a book.  They only agreed on one thing:  word of mouth sells books.  Nothing else--not great reviews, not awards, not radio and television--is consistently successful.  But if that buzz gets going, a book is unstoppable.  But these folk couldn't agree on how to get the buzz going! If the experts don't know, I suppose I don't either.  Maybe just crossing my fingers is good enough.