Industry Spotlight: Cynthia Shannon on Book Marketing, Early Reviews, and Cookbooks

Originally Posted on We Are Bookish.
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NetGalley members don’t just love books, they’re fascinated by all aspects of the publishing industry. That’s why in our Industry Spotlight series, we’re asking publishing professionals to tell us more about what a day in their life looks like and to share invaluable tips for members who interact with them through NetGalley. Cynthia Shannon, the Senior Marketing Manager of Food and Lifestyle at Chronicle Books, discusses the importance of early reviews, what her team looks for in member Profiles, and how to best review lifestyle books.

Cynthia Shannon, the Senior Marketing Manager of Food and Lifestyle at Chronicle Books

Meet Cynthia

Years in the industry: 15 (OMG)

First book you worked on as a publicist: The New Rules of Marketing and PR by David Meerman Scott. Working on it provided me with a great foundation right as the traditional media industry was getting disrupted. Pitching a journalist via Twitter was a novel concept at the time!

Current (or most recent) book you’re working on: Bagels, Schmears, and a Nice Piece of Fish by Cathy Barrow

An indie bookstore you love: Omnivore Books in San Francisco

What does the role of a senior marketing manager entail? What’s your favorite part of your job?

Marketing is about making sure the right message gets to the right people at the right time, and everything I do comes down to optimizing those three aspects for our food & lifestyle products. I love working with the creative and talented authors and my co-workers at Chronicle Books. I’m inspired every day to think differently about what we can do to improve our marketing efforts and raise awareness of all our amazing products.

People outside of the industry can have some funny or odd assumptions about our jobs. What do your friends and family think you do, and what do you wish people knew about your job?

I think many people—including some authors—don’t realize why it takes so long to publish a book when many self-publishing platforms make it seem so simple. So many people are involved in bringing a book to market, and there’s a lot of expertise that goes along with it. I love reading the acknowledgments section of a book to be reminded of everyone who made a book happen: the editor and agent, designers, photographers, stylists, copy editors, operating managers, sales, marketing, and publicity staff. I’m always touched when I see my name listed there.

Help us take NetGalley members behind the curtain: What does the NetGalley request approval process look like for Chronicle Books? What should members keep in mind when making requests?

This might be somewhat unique, but I set most of my books as available to Read Now. I have never seen an issue with getting our books into the hands of more people, especially pre-publication. The NetGalley community is made up of trusted readers and influencers, and their feedback—good and bad—is incredibly valuable as we gear up toward launch.

How do the reviews that are published by members on NetGalley impact the pre-publication marketing you work on?

The pre-publication reviews are helpful in a number of ways:

1) They’re the first honest reviews we get from outside our publishing team, which helps us gauge actual consumer interest in the title and confirms our hunch in identifying an emerging trend from years ago.

2) They surface key aspects of the book that resonate the most with consumers, which helps us adjust the messaging and emphasize those aspects in media pitches.

3) They can flag mistakes in our messaging, which helps us pivot while there’s still time.

For example, a few seasons ago there were some early reviews of a cookbook where reviewers were disappointed to see recipes that included meat. They had thought that it would be a vegetarian cookbook based on the cover, title, and description. While it was too late to change the cover or title, we were able to update the description to clarify that the cookbook contained recipes with meat. We also made sure to emphasize it in media pitches. Reviews improved after that, and it was a good lesson to learn internally as well.

What’s the most common misstep you see from NetGalley members that leads to a declined request?

While I set most of my titles as available to Read Now, my colleague Carrie Gao, School and Library Marketing Coordinator, says that having high approval and feedback percentages are certainly advantages and will usually lead to automatic approvals for any requested title. We will decline requests when we suspect the reviewer is probably not the right audience for the book: For example, when we see someone who mostly reviews Adult thrillers requesting a middle grade contemporary title about a pet shop.

What advice do you have for members who are unsure of the best ways to review nonfiction books such as cookbooks or lifestyle books?

Anyone can Google a recipe for a dish that they feel like making. Good cookbooks will inspire you to try new dishes and build your confidence in the kitchen. Reviewers don’t need to make sure the recipes work—we have actual recipe testers for that—but they should scan the table of contents, read through the recipes, and follow the urge to run to the kitchen to see if they already have the ingredients on hand. Depending on what kind of cook you are, you may gravitate towards recipes that are quick, easy, and practical (like from the upcoming book A Dish for All Seasons by Kathryn Pauline) or specialized and time-consuming like perfecting your own bagels or masa (thinking of those in Bagels, Schmears, and a Nice Piece of Fish by Cathy Barrow and the forthcoming MASA by Jorge Gaviria).

Lifestyle books range from the quirky to the practical and should be approached with that type of mindset. Discover books that speak to you, whether in parenting, astrology, or self-help. Also ask yourself, would you buy this book as a gift for yourself or a friend?

What can newer NetGalley members, who may not have a high Feedback Ratio or strong blog/social stats yet, do to stand out to publishers?

I would recommend having a full and complete profile. My colleague Carrie agrees, adding: Include any link to external sites you might own, including blogs and social media, as we’ll check them out to see how consistent of a reviewer you are or what your social platform might look like elsewhere. Be as accurate in your profile as possible. Make sure your member type is correct. We’ll take into account how long you’ve been a NetGalley member, as being relatively new could explain a low ratio and wouldn’t necessarily cost you any points.

Who are some book influencers you think are doing really cool things in online book reviewing spaces?

I follow several NetGalley members who cross-post their reviews to Goodreads, as it’s always interesting to see what other books they choose to review. I also queried my colleague Ailyn Pambid, Marketing Assistant (and respectable book reviewer in her own right: @wheresdabooks). Ailyn noted how there are some great book influencers on YouTube (such as Regan from @PeruseProject, Adri from @perpetualpages, and Cindy form @withcindy) and Instagram (Sol from @thesolreader, Oscar from @booksteahenny, Angela from @baosbooks, Hayle from @bookishbluebird, and Esther from @estherhfung).

Is there anything we didn’t cover here that you’d like to add?

I rely on NetGalley to start the flywheel of pre-publication buzz. I’ve noticed that approximately half of my NetGalley reviews show up on Goodreads, and the Goodreads ratings feed into Edelweiss, giving sales reps some built-in support when meeting with booksellers and librarians. NetGalley also helps raise awareness with a core and influential readership.

Thanks for chatting with me, Cynthia!

Editor’s note: The above opinions represent the specific viewpoint and strategy of one particular publisher. Publishers and authors use NetGalley to help accomplish a variety of goals, and incorporate NetGalley into their overall marketing and publicity efforts in different ways.

How to Stay Informed and Push Back Against Book Bans

Originally Posted on We Are Bookish.
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Book bans and attempts at censorship are currently spreading across the U.S. and are disproportionately impacting diverse titles and authors from historically marginalized communities. Both as publishing professionals and as readers ourselves, the NetGalley team stands against book banning and wants to ensure our members have tools at their disposal to fight back against censorship in their communities. Book banning touches every member of the NetGalley community from library workers and educators to authors and readers, and all can use these tips to work together to protect intellectual freedom.

Listen to those most affected
The impact of a book ban is far-reaching and touches different communities in unique ways. It’s important to listen to those affected in order to put your own efforts towards making a positive change.

Although not exhaustive, here’s a short list of places to start listening and learning: The Stacks Podcast has an excellent series of interviews—featuring authors, students, educators, politicians, and booksellers—that explore everything about book banning from a legal standpoint to activism. Former librarian Kelly Jensen’s coverage of the ongoing bans is incredibly informative and packed with resources and action items. Penguin Young Readers put together this document of resources for educators and library workers.

Request books from your library
If you see certain books or authors missing from your branch’s shelves, ask your local librarian about submitting a request for the library to acquire them. This not only helps put those books on your library’s shelves, but it’s a trackable measurement of community interest that library workers can use if a certain book is challenged.

Show up
Find out when your local city council, library board, and school board meetings are being held. Attending these meetings allows you to stay informed and gives you the opportunity to not only speak out against book bans but to voice support for the library workers, educators, and politicians in your community who are working to protect intellectual freedom. Your voice can be a source of much-needed support to those who are pushing back against censorship.

As you begin to attend meetings, you may find yourself wanting to take an even more active role. Consider joining your town’s council, library, or school board.

Vote
In the upcoming elections, use your vote to support candidates who are actively working against censorship. Pay close attention to local elections, which have a major impact on your community. If you notice that a candidate doesn’t have information available regarding their stance, ask!

Keep your community informed
Chances are that your friends, family, and coworkers care about these issues as much as you do. Invite them to attend board meetings with you, or if they can’t attend, update them on what you learned. Talk together about candidates you think will make a difference in the community and make a plan to go vote together.

Follow and support those making a difference
Whenever you find yourself frustrated and wanting to help make a change, first look to those who have already been hard at work making a difference. Organizations such as the National Coalition Against Censorship have valuable resources for readers, library workers, educators, and students to use when facing censorship in their community.

You can also look to organizations such as We Need Diverse Books, a non-profit that advocates for inclusive changes to the publishing industry. They’re currently offering grants to educators who need financial support for diverse literature programs, as well as those impacted by COVID. You can donate to support those here.

Donors Choose allows you to help specific educators in need. Teachers share what their classrooms and children require—including many requests for donations that will go towards stocking classroom libraries.

These tips are just a starting place—help us share more!

What advice do you have to help stop book banning in your community?

Industry Spotlight: Sydney Tillman on Picture Books, NetGalley Tips, and Life in Publicity

Originally Posted on We Are Bookish.
Visit We Are Bookish for more industry interviews!

NetGalley members don’t just love books, they’re fascinated by all aspects of the publishing industry. That’s why in our Industry Spotlight series, we’re asking industry professions to tell us more about what a day in their life looks like and to share invaluable tips for members who interact with them through NetGalley. Here Sydney Tillman, the Publicity Manager at Hachette’s Little, Brown Books for Young Readers, discusses the art of a picture book review, what she looks for in member Profiles, and her favorite parts of being in publicity.

Sydney Tillman, the Publicity Manager at Hachette’s Little, Brown Books for Young Readers

Meet Sydney

Years in the industry: Going on five years!

First book you worked on as a publicist: The Purrmaids series–the pun options were endless!

Book you’re currently working on: Strong Mama by Robin Arzón

An indie bookstore you love: Cafe con Libros in Crown Heights, NY! It’s a cozy, very well-curated Afro-Latinx-owned bookstore and coffee shop with a focus on community and intersectional feminist reads. It is also home to my favorite bookish tote bags!

What does a day in the life of a publicity manager look like? What’s your favorite part of your job?

I start every morning reading through newsletters, media alerts, and scanning through my inbox. A big function of our jobs as publicists is to be effective communicators and a hub for information—for authors, editors, booksellers, and media/journalists—and emails are a big part of our job. The sheer volume of emails that we receive has increased in this virtual world, so I always prioritize the day’s tasks based on what is currently in my inbox. My day-to-day is often a mix of communicating with authors, pitching media for book coverage (my favorite part of the job!), and working with booksellers and/or book festivals to plan events or school visits.

People outside of the industry can have some funny or odd assumptions about our jobs. What do your friends and family think you do, and what do you wish people knew about being a publicist?

Publishing is such an insular industry and a lot of folks outside of it don’t see all the different stages of the process. Despite knowing that I work in publicity, most people assume I have editorial responsibilities—which I think is a common misconception for folks outside of editorial.

Publicity is a behind-the-scenes job. A big difference between marketing and publicity is that publicists are working to secure earned media (review coverage, interviews, etc.) while marketers secure paid media (ads/sponsored posts, etc.). For publicists, there can be a lot of work (research outlets, building media relationships with journalists/bloggers, crafting pitches) that goes into securing one media hit. We can spend hours building a list, crafting a pitch, and having a back-and-forth with a media contact, but at the end of the day there’s no guarantee that coverage will be secured. However, when it is, it is the best feeling!

Your passion for picture books shines through even on your social media. What do you recommend reviewers focus on when writing about picture books, particularly when it comes to balancing who the book is intended for compared with the person likely to be purchasing it?

I. love. picture. books. And I love reading picture book reviews. I think it’s important to keep in mind that the art and text work together to create the story. I love a picture book review that is balanced in its examination of both. While it’s important to call out those special elements of the read that will engage young readers—maybe it’s a great read-aloud or inspires imaginative play—I think that picture books are for everyone. I love, love, love reviews that call this out. The adult reading the review and purchasing the book is oftentimes also the person that will read the book to the child, and so a successful picture book review should also compel the adult to want to buy or read the book.

Help us take NetGalley members behind the curtain: What does the NetGalley request approval process look like for Little, Brown Books for Young Readers?

Publicists are responsible for routinely checking NetGalley to manage incoming requests for their assigned titles. I go through the requests for my titles on a weekly basis and approve or decline requests. It’s also important to note that Publicists are only approving requests on NetGalley for members who identify as “Media Professionals” and “Reviewers” while marketing handles “Bookseller,” “Librarian,” and “Educator” requests.

What’s the most common misstep you see from NetGalley members that leads to a declined request?

There are two common missteps I often see. The first is someone who clearly has requested a title for a library or educational purpose, but who has mislabeled their member type. A request for anything outside of a consumer review or media purpose will often be declined by publicity.

The second is an incomplete profile. The more you build out your profile, the better. I personally immediately look for the links included. If a request has links to an active blog, bookstagram, or other platform then I’m most likely going to approve that request. If the request doesn’t include any links or it has links to inactive accounts, then that request will likely be declined. We want to see that you’re actively reviewing and engaged—that’s more important to me than stats or follower count.

What can newer NetGalley members, who may not have a high Feedback Ratio or strong blog/social stats yet, do to stand out to publishers?

Don’t be discouraged! Continue requesting books and posting reviews online. The more you continue to build out your platform(s) and engage with the community, the better. Regularly posting content shows us that you are consistent, which is something that we prioritize when going through requests.

Who are some book influencers you think are doing really cool things in online book reviewing spaces?

Maya Lê known as @maistorybooklibrary on Instagram is such an incredible champion for picture books. She goes above and beyond to create engaging, original content for young readers.

Thanks for chatting with me, Sydney!