Book Sense Best Books ... Winning Media Attention and Sales

When independent publishing house Newmarket Press and Book Sense partnered to create Book Sense Best Books: 125 Favorite Books Recommended By Independent Booksellers, it was intended to provide booksellers, librarians, and customers with a resource for "'New Classics,' destined to have a long and active life on both bookstore and consumer shelves." But since its October 1 pub date, Book Sense Best Books is also becoming something of a media darling. Recently, Wisconsin Public Radio (WPR) offered the book to donors during its pledge drive and invited Harry W. Schwartz Bookshops' vice president and COO, Mary Catherine McCarthy, to talk about it and other titles during the drive. Book Sense Best Books will soon make its appearance in other to-be-announced media outlets as well.

McCarthy told BTW that Newmarket had contacted her a few weeks before the show to ask if she or a staff member would be interested in talking about Best Books during the Kathleen Dunn show. McCarthy, who had previously participated in similar shows, readily agreed. "The main focus was definitely Book Sense Best Books," said McCarthy. "People called in and asked for book recommendations. They talked about books mentioned in Best Books. They also asked if I read books not listed."

The show turned out to be a winner for everyone involved. When donors pledged $120, they received a copy, which Newmarket donated. WPR more than doubled its goal for the pledge drive, and McCarthy reported that the Brookfield location of Harry W. Schwartz sold out of Best Books and sold "a ton of other books" mentioned on the show. McCarthy noted that other Harry W. Schwartz locations also sold copies of Best Books as a result of the program.

Harry Burton, publicity director for Newmarket Press, explained that Best Books had caught the eye of WPR's producer, Carmen Jackson, who called Burton to ask if Newmarket would donate copies for the pledge drive. Burton agreed and suggested that WPR invite an independent bookseller to discuss the book, explaining to Jackson, "This way you'll have a local bookseller not only give a description of the book, but you'll also bring in some local flavor." Burton said that Best Books was a good book to discuss nearing the holidays, given that its lists of titles can be used to suggest additional books for gifts.

Burton is currently working with other independent booksellers -- including Chapter 11 in Atlanta; Brookline Booksmith in Brookline, Massachusetts; Women & Children First in Chicago; Brystone Children's Books in Fort Worth, Texas; Books & Books in Miami; and Kepler's Books & Magazines in Menlo Park, California -- to set up something similar with their local media outlets.

Working with local press not only helps promote Best Books, but also serves as a "great opportunity for independent booksellers to educate about the Book Sense program, the lists, and gift cards, which are crucial to highlight now [that we're approaching the holiday season]," Burton said. He added that not every city lends itself to a radio show, sometimes a morning television show or the local paper is a more suitable venue.

Booksellers interested in working with their local media to discuss Book Sense Best Books should contact Harry Burton, publicity director, at Newmarket. He can be reached at [email protected] or (212) 832-3575. --Karen Schechner