How, when and where consumers buy and read printed books has definitely changed but turn on any television, radio, mobile device or computer and you’ll notice there’s no dearth of books or lively discussion about them.
Despite the growing popularity of e-books, e-readers and self-publishing, you may be surprised to learn that business for the publishing industry has been pretty good as it evolves to meet these challenges. Hear an interesting segment about the book business on NPR’s Greater Philadelphia station WHYY’s “Radio Times.”
So what does this mean for those in the PR business and for the clients we represent?
It means that even if you’re not a best-selling author with a new book such as John Grisham, Malcolm Gladwell or Elizabeth Gilbert don’t fret. Talk show hosts and producers may be interested in an interview for a variety of reasons.
Is the book timely or newsworthy? Will it offer ways to help people in their daily lives? Is it a memoir that will grab readers? Does it support a trend related to culture, food, health and wellness, the environment, fashion or our educational system? Will the author be speaking, performing, appearing at an event or doing a demonstration at a local public venue?
National television programs are either resurrecting former book segments or introducing new ones using social media like Twitter and Facebook to expand their reach and engagement with viewers online. Below are a few noteworthy media outlets and shows to consider however, many other opportunities exist for earned media exposure in both daytime and primetime.
MSNBC’s “Morning Joe”
This fall on MSNBC the “Morning Joe Book Club” launched reminding me of the neighborhood book clubs that many women currently enjoy. A new nonfiction book is picked upfront. Viewers are encouraged to read the book first and then tune-in later that month for a roundtable discussion with the author.
“CBS This Morning”
“CBS This Morning Reads” debuted last year to connect viewers with authors. They invite viewers to read, question and comment at their website about the books featured.
NBC’s “Today” Show
“The Today Book Club” launched last month. In keeping with its expansion into the social media arena as it’s done by adding Carson Daly and the “Orange Room,” their new book club features a Google Hangout where readers can personally interact with the author and readers.
The OWN Network
Oprah Winfrey relaunched her eponymous book club on the OWN network and in O, The Oprah Magazine, calling it “Book Club 2.0” this time as an interactive, multi-platform reading club using social media.
NPR and Local Radio News/Talk Stations
Many local market radio stations interview guests on a variety of topics heard on-air and online. These segments are often repeated throughout the day or week. NPR affiliates and national programs feature both well-known and undiscovered experts and authors with in-depth discussions. Some of NPR’s national shows which feature authors include “Fresh Air,” “The Diane Rehm Show,” “Tell Me More,” “All Things Considered” and “MarketPlaceAPM.”
And who said book clubs are just for adults! NPR has a monthly book club geared for children’s authors and kids ages 9-14 called “NPR’s Backseat Book Club.”
The Daily Show with Jon Stewart
This popular “news” show on Comedy Central often books authors as guests even those that are about serious topics. Malala Yousafzai, the young Pakistani education advocate who was shot by the Taliban and wrote “I Am Malala,” appeared on October 8.
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It’s an exciting time for authors and their PR representatives to literally “spread the word” and engage with book lovers and readers.
