What to Do and When to Do It:
A Guide to Effective Book Promotion

Following is a general outline of the basic steps to take in promoting a title. A few of the steps are identified as optional, and a few are obviously appropriate only for nonfiction. The most brilliant publicity campaigns, of course, also contain original, one-of-a-kind elements. With those caveats, this document should provide a good start in developing publicity plans.

The timing revolves around the official publication date. This is the arbitrary date that you will list in your submission to Bowker for Books in Print. It is usually some time after books are expected to be printed and in stock.

Before committing yourself to publishing . . .

Eight months before publication date . . .

Six months before publication date . . .

Four months before publication date . . .

Three months before publication date . . .

Two months before publication date . . .

One month before publication date . . .

On the publication date . . .

After the publication date . . .



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PMA, the Independent Book Publishers Association



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