Traditional publishers typically use a variety of strategies to promote books.
To begin with, publishers typically work to create a buzz about the book before it is released. This can include leveraging social media, developing press kits and arranging media interviews with the author, and organizing book tours and events. By doing this, they can build anticipation and generate interest in the book before it goes on sale.
Publishers also often employ publicists to reach out to media outlets and secure coverage for the book. This includes securing reviews in magazines and newspapers, as well as "placements" on TV and radio programs, and presentations and signings in bookstores.
Traditional publishers also utilize mailings and direct mail campaigns to "target" or identify key potential consumers of the book, as well as print, radio, and television advertising to reach larger audiences. Finally, they will often work with bookstores to get their book into shoppers' hands, offering promotional materials like bookmarks, displays, and shelf-talkers to encourage sales.
Ultimately, the goal of the publisher is to create an effective marketing campaign and then sustain the book's profile to reach the broadest possible audience. With the right strategy in place, traditional publishers can generate a great deal of success in promoting books.
