Tips and ideas we’ll be thinking about in 2020
This year on NetGalley Insights, we’ve shared strategies, ideas, and best practices from across the industry. We’re honored to highlight the work of our industry partners, authors, and publishers of all sizes. Here are a few of the tips we’re still thinking about, and hope that you’ll keep in mind through 2020 and beyond.
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Janna Morishima, publishing strategist and literary agent, has been working with manga artist Misako Rocks! to launch Bounce Back! She suggests that traditional publishing and self-publishing should be looking at each other for inspiration.
“I think the biggest thing that traditional publishers can learn from self-publishers is the importance of connecting directly with your audience rather than relying on intermediaries to sell the book. The publishing ecosystem is complex, so there are always going to be intermediaries — reviewers and booksellers and librarians, etc. — but now it’s possible to build strong relationships both with those influencers and your actual readers. What I think self-publishers can learn from traditional publishing is the importance of having a well-rounded team contribute to the final book. All writers need editors. All books benefit from great design. All books, no matter how good they are, need strong marketing and sales plans in order to get found. If you’re going to publish on your own, it’s important that you find the right people to help you.”
Michelle Vu is bringing automation to Houghton Mifflin Harcourt, with a human perspective. She is keeping the needs of human workers top of mind when incorporating automation – learning where their pain points are, and how to free up their time for more creative work.
“Ask a person at any level from various industries and they are sure to be overwhelmed, doing the job of two people or simply cannot find enough time in a day to finish their work. It’s important to remember that automation is not just a series of meetings to go over process improvements nor is it the new shiny IT project. A grassroots approach would be most effective, so people are less inclined to view automation as a mandate or a cost-cutting initiative. Having people create their own areas of efficiencies allows for greater ownership and accountability over their processes. Honest conversations between departments about automation can help break down the silo mindset and engage employees to think bigger picture where they can add the most value to the book production life cycle. For entry-level positions, I expect automation could potentially mean fewer admin duties and more meaningful work.”
Sarah Cardillo, Director of Publishing Operations at Sourcebooks gave us an inside look at how Sourcebooks uses sales numbers, comp titles, and audience responses to guide their redesign strategy. She recommended keeping an eye on the backlist, as well as more recent books.
“Sometimes we look at titles that were published 5-10 years ago (or more) and think about bringing them back out with new covers as a way to boost sales. Especially in the young adult and the romance space. Since those audiences (especially Young Adult) turn over to new people so regularly and trends change so quickly, a successful book with a fresh cover can easily find new readers, and the accounts are happy to take the book because it was successful in the past with the previous audience. We are seeing a lot of illustrated covers in the young adult space right now. 10 years ago covers were all photographic. So we are looking at our backlist and seeing what books sold well but could get new life with an illustrated cover direction.”
NetGalley’s own data scientist, Mandy Fakhoury, offered advice to publishers looking to become more data-driven in their decision-making. Surprisingly, she recommended remembering gut instincts and experience, and combining them with those hard metrics.
“Decision making is a critical aspect of success or failure. In this new era, data has become a key part of the decision-making process. Once a problem has been clearly defined, it’s a matter of collecting the appropriate data needed to answer our problem. Data provides us with the information that can be used and processed in different ways to make decisions. A big challenge is knowing how much to rely on the tools at your disposal and how much to rely on your instincts. An effective decision is made based on a blend of experience and data. The best approach is understanding your data, the behavior of trends, as well as your audience, and don’t let the data blindly drive your decision.”
Our marketing team shared tips for creating compelling eBlasts in our Proven Strategies Series. They advised that when writing the content of your eBlast, less is more. Including an entire book description will likely overwhelm a reader, or increase the chance they will lose interest before taking action. Readers scan emails quickly for info that is relevant to them, so divide text into short paragraphs. And remember that a prominent headline (at the top or center of your eBlast) is your second chance at a strong first impression (after the email subject line). Is your headline clear, impactful, intriguing?
NetGalley Sales Associate Katie Versluis works with our community of self-published authors. She has seen first-hand how authors have responded to critical reviews or DNF (Did Not Finish) reviews.
She told NetGalley Insights that while DNF reviews “may sting after the years of work you just put into this book, they can actually be quite useful to you as you position yourself in the book world.” She advises authors to think about why a reviewer decided not to finish their book. “[Your book] may simply not have been their cup of tea, but [a DNF review] may also bring an entirely new understanding to your book that you hadn’t thought of yourself. In the past, I’ve worked with an author who did a complete re-editing on their book because an early DNF review alerted them to language they didn’t realize was offensive. The review certainly wasn’t “nice” to receive, but it became a blessing in disguise.” Sometimes critical reviews can help you better target the right kinds of readers, or tweak your marketing copy. For example, if you have been promoting your book as YA, but critical reviews are saying that it’s too young for a teen audience, consider positioning it as a Middle Grade book instead. Or, if reviewers are expressing surprise at the content, consider revising the way you are describing your book. You want to entice readers, but you also want to find the readers who are most likely to enjoy your book as it is.
Publishers are always trying new strategies on NetGalley: Using tools in new combinations, putting new kinds of books on the site, changing how they grant access to their titles. Chronicle recently started sharing cookbooks on the site, which has been a successful experiment for the. Cynthia Shannon, Food and Lifestyle Marketing Manager at Chronicle, described their recent pivot to cookbooks on NetGalley.
“There is a lot of potential to sharing cookbooks on NetGalley and we are looking forward to exploring more ways to further optimize our NetGalley strategy. Adding cookbooks to NetGalley was a new strategy for us for Spring 2019, and I was pleased to see the overwhelmingly positive response. We saw many NetGalley reviewers commenting on the beautiful photographs and the level of complexity of the recipes or ingredient procurement, and how much they were inspired to try some of the recipes. More importantly, they’d comment about how they can’t wait to get a print edition of the cookbook so that they can add it to their collection. Chronicle Books prides itself on creating beautiful, physical objects that people will want to buy for themselves or as a gift, so having these endorsements helps customers make their book buying decisions. We’ve increased the number of cookbooks we share on NetGalley in advance of publication for our Fall 2019 list—for example, we have Tartine, Ama, and American Sfoglino, three of our most anticipated upcoming cookbooks, available for review on NetGalley now—and we’re exploring the many tools and services that NetGalley offers to further connect with reviewers.”
We look forward to sharing more new strategies from across the publishing industry with you in 2020!