The Role Modern Media Plays in Book Promotion

Guest post by Janet Shapiro and Lydia McClaran

The following is a guest post by Janet Shapiro and Lydia McClaran from Smith Publicity.

In the wake of the COVID-19 pandemic, the landscape of media underwent a significant change, altering the strategies and methodologies of book promotions. In the solitude of their homes, journalists, anchors, and hosts brought the world into our living rooms. Traditional book tours became nonexistent, podcasts exploded, the once-mighty realm of radio saw a marked decline in listenership, and influencers took over social media platforms, becoming a fast-growing hub of literary recommendation.

Fast forward four years to today, the way we receive information through media channels has yet again changed with similar themes as above but with revived energy for in-person interviews, book events, and drivetime radio. Recent statistics underscore this shifting landscape (see links to exact stats below), revealing notable increases in viewership for platforms (online, podcasts, social media) championing immersive storytelling, while traditional radio experiences a modest resurgence fueled by curated programming and localized engagement.

As we look to the future, there are four rapidly growing areas in the media for authors to utilize.

Broadcast

During the pandemic, broadcast opportunities became a virtual option available to authors across the country. More recently, most national outlets in the top media market are adamant on having in-studio interviews again such as with NY, DC, LA, and Phila. Virtual options are still out there, and authors should not negate the smaller, local markets that offer them. National producers searching for a topic you cover will have an easier time finding you there. SEO (Search Engine Optimization) on relevant topics is critical for pickups. A recent client on an NBC Omaha affiliate about an author’s recent Alzheimer’s diagnosis and how she was combatting deterioration was syndicated to 10 other NBC affiliate stations. Rule of thumb, virtual interviews at the local affiliate level are low cost with minimal time commitment and potential for national eyes on you and your book.

Podcasts & Radio

The year 2020 saw a weekly 5% drop in listenership as significantly less people were commuting to work and their drive time radio zone was gone. Now, radio is making a strong comeback, with more Americans listening to the radio than using Facebook each week, and smart speakers increasing in popularity. At the forefront of pop culture and news are 1010 WINS in New York City, KFI AM 640 in Los Angeles, and WBBM Newsradio 780 in Chicago.

Podcast listenership went through the roof with a 20.9% increase from 2019 to 2020, and continues to prevail. This year, worldwide listenership is projected to reach over 500 million.

We are even seeing more authors starting their own podcasts and connecting with like-minded audiences of their own creation. Whether you are a nonfiction or fiction writer, there is space for you in the realm of podcasts. Many podcast listeners want to learn more about a specific topic while some prefer to hear narrative episodes. Radio theater, audio book chapters, and storytelling are all gaining ground.

Print & Online

The world of print has also dramatically changed with more newspapers and magazines moving to digital only. This not only reduces printing costs, but allows for outlets to track readership and engagement.

As an author, it is crucial to have an online presence and a strong SEO so multiple hits come up when you search for your name on Google. Writing articles based on your expertise and providing commentary to journalists to be included in their pieces all contribute to your SEO — how visible you are in online searches.

National producers also look to see where you have been featured online. In fact, a producer recently stated in conversation with Smith Publicity’s Vice President of Publicity that if you have no online footprint, they are not going to book you. It all comes down to getting more eyes on YOU.

Social Media

Social networks are always in a state of flux. Formerly Twitter, X has totally rebranded and transformed. Facebook is still the most-used platform overall, but most active users are Gen Xers. It is vital that you are active on the platforms where your audience is, and to do that you need to know your audience.

Podcasters, bloggers, and influencers also want to see that you have a high number of followers. That way, your interview or review will be reaching your audience and well as theirs and everyone benefits.

More book lovers have started voicing their opinions on social media, even culminating in new subsections on popular platforms (booktok, booktube, and bookstagram). While Tiktok is a controversial topic in many discussions, it has a significant influence in book sales.

Book sales come from your own robust social media network, which needs to be gathering momentum a year before you begin book promotion. The more advice you can give on key takeaways from the themes of your book, the better. Your company and book websites should be integrated so that anyone who comes to your business knows you wrote a book, and anyone who comes to check out your book can learn more about your business.

As the world has transitioned post-pandemic, certain trends have clearly emerged. As new advancements in technology become available, we will transition and adapt again. The more you can incorporate personal life experiences through storytelling, the better the segment/article will be and the more engagement you will get from consumers and media. Professional and personal experiences dictate who will be interested in you. People have been writing books for thousands of years, and book promotion has and will continue to be an essential, ever-changing business.

Janet Shapiro is Vice President of Publicity at Smith Publicity and brings over 25 years of experience working in public relations, business development, human resources and marketing in pharmaceutical, healthcare, device, non-profit organizations, with C-Suite level expert cultivation campaigns and authors with diverse disciplines.

Lydia McClaran is a PR Coordinator at Smith Publicity and a freelance children’s book editor.

The Role Modern Media Plays in Book Promotion was originally published in The Writing Cooperative on Medium, where people are continuing the conversation by highlighting and responding to this story.