marketing

Independent Publishing

Genre & Press Identities, Publishing Departments
indie-meme-265x300 - BandWagon Magazine

Because independent publishers aren’t often comprised of different departments, it’s important to have a multitude of skills under your belt.

The Editorial Aspect

Independent publishers are still publishers at the end of the day, not much is too different in an editorial sense. One of the best things about independent publishing is that there’s less of a bureaucratic process in selecting manuscripts. That’s how indie publishers often have noticeably distinct brands or motifs in the literature they publish. This also ties into the marketing aspect; boutique publishing makes it easier to know what to expect from them. Indie publishing allows for people to publish things that they want to read, instead of  chasing the next bestseller. It’s not to say that indie publishers don’t think of books in terms of their marketability, it’s just that there’s more freedom to select books whose attractiveness don’t solely come from their potential to  sell.

Financial and Sales

Along with all of those editorial skills, you have to maintain the financial aspect of the business as well. So far in my experience as an intern, I’ve written up invoices, royalty statements, and applied for a grant. There’s no passing the work off to a department full of business savvy people who’re comfortable looking at numbers all day—on a team of less than ten people (dare I say even one or two people), it’s imperative to know where money’s coming from and going to. 

Funding

Grants grants grants! There are a multitude of grants that will fund your artistic projects. I once watched a seminar on applying for grants and learned that there are so many out there—too many to feel like there’s a lack of funding for your publishing house. I also learned that the grant application process is also super competitive so it’s best to apply to as many as you possibly can. 

The best way I could describe the grant application process is that it’s somewhat similar to the college application process. You have to sell yourself to your potential patrons; you have to make the goals of your project clear and how you’d allocate the funds you’d be provided to accomplish those goals, you must also explain why you need their particular funding and convey how your goals overlap with the grantor’s, and you have to describe why the project you’re pursuing is necessary and relevant. 

You can also be funded after a project; some grants are there to reimburse your business expenses in a given time period. It’s critical to keep track of all your business transactions: marketing and public relations, book cover design, warehouse space, etc,. 

As an indie publisher, there are times of outsourcing help, like getting PR people to track the amount of times that a book is mentioned in publications, or working closely with certain graphic designers and artists to dream up the ideal cover image. You don’t have to be superhuman to run a publishing house. Part of the job is knowing where to get help from.

Sales

Book transactions are in a unique place right now, putting indie publishers and indie bookstores in one of the most unique positions of all. It’s hard to be in the publishing industry and avoid the power and influence of that one bookseller. We all know I’m referring to Amazon, right? If a book isn’t available on Amazon, it might as well not exist because Amazon’s share of the print book market is at least 40%. So a large part of the sales tasks at an indie publisher is maintaining the Amazon listings for books: making sure that the information is accurate and up to date with any prizes and acknowledgements or creating engaging Amazon A+ Content that would entice readers to purchase the book. As the old saying goes: if you can’t beat ‘em, join ‘em.

However, there are a lot of readers that are anti-Amazon and are looking for more ways to buy books without contributing to their monopolization of the market. So maintaining the book listings on the publisher’s own website so that transactions can happen directly through that portal is another valid approach. Bookshop is another slightly more ethical way for consumers to buy books online–in case they’re consciously avoiding the Monopolous Big A. Bookshop directly platforms local bookstores and independent publishers, making it easier to buy books from them. Publishers and bookstores are able to have pages on Bookshop and create cool booklists, which are similar to playlists, making it easier to engage with and shop. From a publishing perspective, Bookshop has been incredibly useful and super easy to navigate.

Marketing

As I’ve mentioned before, indie presses tend to have a potent personality or style associated with their brands, compared to big publishers that make it a goal to publish everything under the sun. So marketing is absolutely crucial in the case of independent publishing. I would say that social media is the absolute best way to market for all publishers, big and small. With BookTube, Bookstagram, and now the tidal wave that is BookTok, it’s evident that readers are influencing other like minded readers on what the hottest books are. Social media is a more personable and intimate aspect of marketing and it gives indie presses an edge to relate with readers in a way that big presses can’t. From a consumer perspective, if I saw a video of HarperCollins employees doing a TikTok dance while holding one of their bestsellers, I’d roll my eyes and keep scrolling. Consumers are smart—when we see a recognizable name trying to present as relatable, it feels disingenuous. However, the “indie” aspect of independent presses contributes to their marketability. People want to feel like they’re supporting passionate and ethically-sourced art.

It also doesn’t take a lot to market on social media, it’s very inexpensive and fast. If you are in a crunch for visuals for an Instagram story or a tweet, you can easily hop on Canva and experiment with templates to create something that looks much more professional and time consuming than it actually was.

Another aspect of marketing is applying your books for book prizes and attending book festivals to generate buzz across the reading community.

Organization and Time Management

It takes a multitude of skills to complete the jobs of various departments as one person. Organizational skills are an absolute must when it comes to boutique publishing.  You have to track your shipments, your sales, your royalties, your inventory, your everything. The work becomes meticulous when these responsibilities are not broken up between people. It’s a lot to stay on top of so you have to be the kind of person that’s willing to manage it all.

However, I think that the very hard work that comes with indie publishing is rewarding. We talk about everything that publishing is missing and the kinds of stories that are often overlooked but indie publishing can be the answer to those problems. The freedom that comes with the territory allows for a level of creativity and experimentation that’s been previously edited out or not even  published at all. With indie publishing there’s an opportunity to blend the personal and the professional.

Marketing vs. Publicity

Publishing Departments

Publicity can often be confused with marketing as they both deal with many similar issues: selling a book!

While considering what kind of jobs in publishing work best with your skill sets, it’s essential to understand the difference between marketing and publicity, as the two departments work on different tasks. While marketing and publicity can be two separate teams in a big publishing house, they typically work closely together, while many smaller presses may combine these two departments into one team.

In layman’s terms, marketing handles paid promotion, while publicity handles earned promotions and events.

Publicists…

Their goal is to generate buzz and credibility by getting others to talk about the book.

  • Develop publicity plans (outline of promotional strategies)
  • Create press releases
  • Conduct media outreach (pitching books to newspapers, blogs, magazines, podcasts etc.)
  • Secure interviews & build relationships with journalists, influencers and reviewers)
  • Social media calendar management
  • Coordinate book reviews
  • Collaborate with the publisher and author
  • Work with the author to develop their online presence
  • Track media coverage and reviews

Publicists often reach out to literary magazines such as The Paris Review, Tin House, and Granta for features/coverage of their authors.

Marketers…

Their goal is to increase book sales by creating awareness through paid and planned ad campaigns.

  • Conduct market research and analysis
  • Draft marketing plans
  • Establish and position a unique brand identity for the book and author
  • Monitor and analyze the effectiveness of marketing tactics
  • Create promotional materials
  • Send newsletters and manage email marketing lists
  • Budget and report ad campaigns and expenses
  • Identify the target market for the author and book
  • Collaborate with sales to determine the best distribution tactics to reach the audience
  • Manage digital advertising (like Google ads, Amazon Ads, Instagram Ads, etc.)

“I still don’t get it. Are they separate departments or the same thing?”

Here’s what publishing professionals have to say…

Carla Gray, Director of Marketing at Houghton Mifflin Harcourt

“Marketing is nothing without publicity. The two teams work closely from the launch of the book through its publication.”

Lydia Hirt, Marketing Director at Riverhead Books and Viking Books at Penguin Random House

“Marketing and publicity are two oars on the same book boat. We work incredibly closely together and collaborate along the way—ultimately toward the same goal of bringing books to readers.”

Summary

In large publishing houses, publicity and marketing may be separated into two departments that work closely together. In smaller presses, they’re often combined.

Publicists build the buzz by pitching to media, arranging events, writing press releases, and helping authors to grow their audience.

Marketers plan ad campaigns, analyze changing markets, build brand identity, and manage outreach through digital platforms and newsletters.

As publishing professionals put it:

Marketing and publicity are “two oars on the same boat” meaning each role is distinct, but they work together, rowing in the same direction.

Marketing

Publishing Departments
Image by Brianna Montes

Just like Editorial, Marketing has roles such as Marketing Assistants. They also have roles such as Junior and Senior Marketing directors, Marketing Executives, Junior and Senior Marketing Managers, etc. While there are more roles within Marketing, the entry-level job starts out with the position of the Marketing Assistant, which requires performing administrative duties within the marketing department. 

Marketing is the middle ground between Editorial and Sales as it deals with marketing the books to consumers and different markets. This means deciding on which markets and platforms to promote the books on, which covers and jackets will be used for the books, which resellers and book distributors  (such as Amazon, Target, Barnes and Noble) to market and sell to, promotion methods and which demographics to target, etc. 

Marketing includes deciding on strategies for book displays (such as newsletters, and book giveaways), special materials for book promotions and other events, budgeting plans for the marketing strategies, advertisements for promotions, etc.  Working within this department also means keeping up with past and present marketing trends. 

Marketing jobs and skills you can build to get them!
The Role of Non-traditional Marketing in Publishing
Marketing Genius: What makes a best-seller?


Marketing Strategies of Popular Authors

Let’s talk about how bestselling authors like Colleen Hoover, Tomi Adeyemi, and Jenny Han rose to fame — not just through their stories, but through smart, targeted marketing. These examples show how marketing can shape an author’s reach, brand, and reader loyalty.

The success of Tomi Adeyemi’s debut novel COBAB

”By the time I was soliciting agents with CHILDREN OF BLOOD AND BONE, my blog had around 3,500 subscribers. Ultimately it was my book and not my platform/readership that got me to where I am, but it doesn’t help to already have 3,500 people who might want to buy your book since you’ve been helping them for free for so many years.” — Tomi Adeyemi, Author of Children of Blood and Bone.

Before Children of Blood and Bone launched, Tomi was already cultivating an audience through her blog, “Tomi Adeyemi: Writer. Blogger. Creative.” She offered free writing tips, shared insights into the publishing process, and was super transparent about her journey as an aspiring author. Here’s how that strategy worked in her favor. Her blog gave her a platform to build a loyal readership before she even got a book deal. By consistently posting writing advice and updates, she established trust and credibility in the writing community, which naturally translated into excitement and early support when her book was announced.

Tomi was real about her rejections, doubts, and breakthroughs. That kind of vulnerability made her relatable, which is a huge asset in today’s author branding. Readers felt like they knew her journey—and that emotional investment translated into book sales and online buzz.

The publication of Children of Virtue and Vengeance was postponed twice, moving from an initial March release to December. Adeyemi emphasized the importance of allowing sufficient time for the creative process, stating that rushing could compromise the quality of the work. This decision reflects a marketing strategy that prioritizes product excellence over strict adherence to schedules.

Colleen Hoover’s strategic book marketing

Colleen Hoover’s use of social media platforms has been instrumental in her marketing strategy. By actively engaging with her audience on platforms like Instagram and TikTok (BookTok), she fosters a sense of community and personal connection. This direct engagement not only humanizes her brand but also encourages word-of-mouth promotion, as readers feel personally connected to the author.

There was significant impact from the BookTok community on TikTok on Hoover’s book sales. User-generated content, such as reviews and emotional reactions, createed organic buzz around her books. This grassroots promotion often leads to viral trends, substantially boosting visibility and sales without traditional advertising.

Hoover also employed scarcity marketing by releasing limited edition books and exclusive merchandise. This strategy not only rewards loyal fans, but also creates a sense of urgency and exclusivity, prompting quicker purchases and increased engagement.

A recurring theme in Hoover’s marketing approach is authenticity. By sharing personal stories, writing processes, and candid moments, she builds trust and relatability. This transparency resonates with readers, fostering a loyal and engaged fan base.

Jenny Han’s comprehensive approach to the promotion of TSITP

”Last June, the first season of the show debuted at No. 1 on the streaming service; to date the hashtag #thesummeriturnedpretty has drawn 6.8 billion views on TikTok, according to Prime Video. Overnight, the cast became stars on social media and the success of the series sent Han’s novels back to the top of the New York Times bestseller list. “Summer” also marked a milestone for Han, who was already considered a rock star in the world of young adult literature — she made the transition from bestselling novelist to successful series creator.” — Los Angeles Times

The show’s promotional efforts were deeply integrated with social media platforms, particularly TikTok and Instagram. The hashtag #TheSummerITurnedPretty garnered over 13.8 billion views on TikTok, indicating massive fan engagement. The marketing team also created exclusive content for fans, such as adding them to a “Close Friends” group on Instagram to share sneak peeks and behind-the-scenes content.

Music played a pivotal role in the show’s appeal. Han personally wrote a heartfelt letter to Taylor Swift to secure the rights to “The Way I Loved You (Taylor’s Version)” for a key scene in the first season.

For the second season, Amazon shifted from a binge-release model to a weekly episode rollout. This strategy aimed to build sustained engagement and anticipation, turning the show into appointment viewing. 

The marketing campaign also included immersive experiences, such as secret screenings of the first episode in partnership with Refinery29, and interactive elements like a Snapchat lens that allowed fans to preview the first few minutes of episode one directly from the book cover. These initiatives created a sense of exclusivity and deeper connection with the audience.

Sources

“What I learned from Colleen Hoover About Marketing” Medium Article

”The Jenny Han Effect: How the YA rock star took charge of her own media empire” LA Times Article

“The Impact of Social Media on the Publishing Industry: A Case The Impact of Social Media on the Publishing Industry: A Case Study of Author Colleen Hoover” 2023 Undergraduate Thesis

“Tomi Adeyemi Talks YA Fiction Publishing Deal for ‘Children of Blood and Bone’” Teen Vogue Article

“Q & A with Tomi Adeyemi” Publishers Weekly article

Reflect & Consider

  1. Why do you think marketing is considered the “middle ground” between editorial and sales? How does this positioning affect its responsibilities?
  2. What factors should marketers consider when choosing a book’s target audience or platform (like social media, online stores, or in-person events)?
  3. In your opinion, what makes a marketing strategy successful? Can you think of a book campaign that stood out to you, and why?
  4. What are the potential downsides of using only traditional or familiar marketing strategies in an evolving industry?
  5. How can collaboration between Marketing, Editorial, and Sales lead to a more successful book launch?
  6. Reflect on a book that you discovered through marketing (a giveaway, ad, or display). How did the marketing influence your decision to read it?

Marketing Genius: What makes a best-seller?

Publishing Departments
Image by Brianna Montes

Here is a timeline of tasks that a marketing team focuses on in order to maximize the sales and outreach of a book, before, during, and after the book is released. Researching and planning for months in advance, running ad campaigns, and raising attention to an upcoming release can use up a vast amount of resources and money quickly. In many cases, despite all of these efforts, a publishing house may undergo to maximize sales, sometimes a book fails to meet its projected profit margin.

So how does a book become a best-seller?

Can self-published books or indie publishers produce best-sellers or is it only possible for big publishers?

Is it sheer luck?

Image by @ashleighs_readingnook

Think of the books you see at the airport or at the very front of your local bookstore. Has a friend already recommended any of the titles? Have you seen an ad for the book before? What makes you want to buy it?

Best-selling books: Coincidence or Genius?

It can be difficult to pinpoint what exactly makes the sales of a certain book skyrocket, though there are certain factors that publishers can control. Advertising a book and raising awareness definitely boosts sales and brings a target market’s attention toward the product. However, certain books are able to make it onto the best-seller list unexpectedly, as seen through the rise of BookTok.

“Now one of the commanding forces in adult fiction, BookTok has helped authors sell 20 million printed books in 2021, according to BookScan. So far this year, those sales are up another 50 percent. NPD Books said that no other form of social media has ever had this kind of impact on sales.”

The New York Times, “How TikTok Became a Best-Seller Machine”

So what are the factors that contribute to a book becoming a best-seller?

Engaging and Compelling Writing: A best-selling book typically offers a compelling story, valuable information, or a unique perspective that captivates readers. It resonates with their emotions, intellect, or interests, keeping them engaged from beginning to end.

The writing needs to be accessible. There is a time and place for experimental writing, like recent release Ducks, Newburyport, and for meandering prose like that of Ali Smith. But for a book to be a bestseller, I believe the average reader should be able to pick it up and figure out what’s happening without flipping back and forth between reading the back cover and rereading sentences five times over.

—Sophia LeFevre, BookRiot, “What are the Elements that Make a Bestseller?”

Strong Marketing and Promotion: Effective marketing and promotion play a crucial role in making a book a best-seller. Publishers invest in strategic marketing campaigns, including advertising, social media promotion, author events, book reviews, and media coverage, to create awareness and generate buzz around the book.

Positive Reviews and Word-of-Mouth: Positive reviews and recommendations from readers, influential book bloggers, literary critics, and celebrities can significantly impact a book’s success. Word-of-mouth recommendations and endorsements can lead to increased visibility and attract more readers.

Author Platform and Brand: Established authors with a loyal following and strong author platform have an advantage in promoting their books. An author’s reputation, previous best-selling books, public persona, and online presence can contribute to the success of their new releases.

Timeliness and Relevance: Books that tap into current trends, social issues, or cultural moments often have a better chance of becoming best-sellers. They address topics that resonate with readers and reflect the zeitgeist of the time, generating interest and relevance.

Effective Distribution and Availability: Wide distribution and accessibility of the book across various platforms, formats (print, e-book, audiobook), and retailers increase its chances of reaching a larger audience. Availability in physical bookstores, online marketplaces, and libraries is crucial for maximizing exposure and sales potential.

Awards and Recognitions: Literary awards, such as the Pulitzer Prize or the Man Booker Prize, can bring significant attention and credibility to a book, potentially boosting its sales and best-seller status.

Book Club Selections and Influencer Endorsements: Selections by book clubs, influential readers, or celebrity endorsements can introduce a book to a wide audience and generate interest. Their recommendations carry weight and influence readers’ purchasing decisions.

Books by celebrities (like Michelle Obama’s Becoming) or promoted by celebrities (like Oprah’s Book Club) often hit it big.

—Susie Dumond, BookRiot, “What are the Elements that Make a Bestseller?”

Media Exposure and Publicity: Media coverage, interviews, features, and appearances on TV shows, radio programs, podcasts, and online platforms contribute to a book’s visibility and credibility, reaching a broader audience.

Reader Demand and Consumer Behavior: A book becomes a best-seller when readers are genuinely interested in and excited about it. Strong consumer demand, reflected in pre-orders, high sales numbers, and enthusiastic reader reviews, is a significant factor in determining best-seller status.

A book may have captivating, relatable content but get lost in the shelves without a strong marketing team behind it. Vice versa, a book may fall short of readers’ expectations but sell millions of copies due to marketing tactics. All this is to say that marketing isn’t an exact science, but nonetheless is a crucial step throughout the publication of a book.

Image by Sarah Yoo “How to Create a Book Marketing Plan (+ Book Marketing Timeline Example)”

The Role of Non-traditional Marketing in Publishing

Publishing Departments

Traditional Marketing

  • Annoying hyperlinks/banners on websites
  • Print ads in your favorite magazines (you’re reading for the articles, not even glancing at the ads!)

Alexa Donne talks about Marketing in traditional publishing comapnies

Marketing has advanced past conventional advertising strategies like printed advertisements in newspapers or literary magazines like The New Yorker. The emergence of social media platforms and influencers has changed the game for non-traditional marketing in the publishing sector. BookTok is one such recent phenomenon that has swept the market.

Since non-traditional marketing reaches a larger audience, especially a younger demographic, it has been proven to be a successful method of promoting books. Publishers now depend heavily on social media sites like Instagram, Twitter, and TikTok to promote their books. Particularly, TikTok has emerged as the newest craze in book promotion. In the BookTok trend, users produce brief videos in which they recommend their favorite books to their followers. BookTok has become a powerful platform for publishers to reach a younger audience, as TikTok is primarily used by Gen Z and Millennial users. Book recommendations from BookTok influencers have become so influential that publishers have started to partner with these influencers for book promotion. The impact of BookTok on book sales has been incredible, with books such as “The Song of Achilles” by Madeline Miller and “The Seven Husbands of Evelyn Hugo” by Taylor Jenkins Reid becoming bestsellers after going viral on the platform.

Non-Traditional Marketing:

  • Engaging TikToks that feel like your best friend is personally recommending a book
  • You can easily save book recommendations. by sharing/resharing social media posts
screenshot is fair use
Screenshot from Sara Carrolli’s video “my review of TikTok *booktok* recommended books! (are they worth the hype?)“

Beyond the BookTok craze, other non-traditional marketing strategies such as literary podcasts and author interviews have also gained popularity in the publishing industry. Among readers, podcasts like “The New York Times Book Review” and “Book Riot” have grown in popularity where authors talk about their work and the writing process. Author interviews have also gained popularity on TV programs and online platforms. The promotion of books now includes a significant amount of social media activity. To generate interest in a book release or an author’s upcoming project, publishers design social media campaigns. For instance, Penguin Random House started the “Read to Sleep” social media campaign to encourage kids to read before bed. The “Read to Sleep” campaign was a success, where parents uploaded pictures of their children reading at bedtime to their personal social media accounts–promoting Penguin’s brand and the importance of children’s literature to family life.

Non-traditional marketing has become a crucial part of the publishing industry, where platforms like BookTok and social media campaigns becoming increasingly popular, adapting to an increasingly digital age. Though traditional marketing and ads still continue to run, non-traditional marketing will continue to shape the publishing industry for years to come.

Marketing jobs and skills you can build to get them!

Publishing Departments

Marketing is a huge department within publishing with multiple positions catering to pushing the sales of a book. Take a look at a few of the positions within marketing!

  • Marketing Manager: Interact with customers and clients and cultivate relationships with clients by maintaining constant communication, building marketing strategies, and managing campaigns.
  • Social Media Manager: Build and manage campaigns on social media outlets for their company’s brand. They create content for social media, manage and track paid social campaigns and stay current in social media trends.
  • Digital Marketing Specialist: Collaborate closely with many marketing roles to oversee proper implementation of marketing campaigns. They create and oversee campaign deadlines, manage the budget, and coordinate the campaign from start to finish.
  • Content Marketing Specialist: Create multiple forms of content including whitepapers, blogs, ebooks, video scripts, and website copy. Content marketers are often experts in the industry in which they work as well as knowledgeable of SEO best practices to get their content ranked well in the search engines. 
  • Market Research Analyst: Research and execute campaigns by providing accurate analytics. They work to build awareness of a company’s brand.
  • Book Event Coordinator: Plan and execute author events, book signings, readings, and other promotional events. They liaise with venues, manage logistics, promote events, and ensure a successful and engaging experience for authors and attendees.
  • Email Marketing Specialist: Leverage email campaigns to engage readers and drive book sales. They develop targeted email strategies, manage subscriber lists, create compelling email content, and track email campaign performance.
  • SEO Specialist: Determine how to best drive traffic to the company’s website by constantly testing and analyzing data to determine trends. They also analyze data before and after implementing paid search campaigns. 
  • Brand Strategist: Develop strategies to enhance a company’s brand and reputation. They work closely with various stakeholders, such as marketing teams, executives, and creative professionals.
  • and more! differs from company to company…

See more: https://www.indeed.com/career-advice/finding-a-job/marketing-careers

There are various programs and tools that are essential in the daily lives of marketing professionals. To prepare for a job in the marketing department it is also important to keep up with industry trends, be well-read, and have strong critical thinking skills.

Technical skills to build/familiarize yourself with:

  • Excel
  • Google Sheets
  • Familiarization with social media
  • Search engine optimization (SEO) for books, pay-per-click (PPC) advertising
  • Content creation, technical writing
  • Event planning/coordination
  • Digital advertising platforms (Google Ads)
  • Email marketing (Mailchimp)
  • Copywriting
  • Content Management Systems (CMS) for websites (WordPress)
  • Analytic tools (Google Analytics, Adobe Analytics)
  • Graphic design (Photoshop, Canva)

Websites such as https://www.coursera.org/ and https://www.linkedin.com/learning/ provide resources to learn how to use technical tools and skills required for marketing professionals.

Don’t worry if you don’t know all of these skills! Most jobs expect that you don’t know everything and are happy to teach you, though having any basic proficiency or experience with any of these skills will be an added bonus!