LIBRARIES FLOURISH AS READERS

AVOID COST OF BUYING BOOKS 

One of the quirky results of the economic downturn has been the upswing in activity at libraries across the nation. Despite the widespread attention being paid to digital formats, print book circulation dominates the picture. Part of this is attributable to the proliferation of book clubs across the country. Required to read a new book every month, club members turn to libraries to avoid the cost of purchasing books  

Eugene Schwartz summed up the library market so well in his recent column in ForeWord Magazine titled “For Libraries: A Feast and a Famine and a Future.” 

Schwartz wrote, “Libraries are here to stay in good times and bad. Under the radar of digital trend-spotting and independent bookstore declines, librarians soldier on—passionate about books, enthusiastic about their work and their communities, optimistic about the future—even in the worst of circumstances.” 

Wirth the insight he is known for, Schwartz added, “The library as we know it remains a real time individual and community experience—the Internet and e-books notwithstanding.”  

For authors and publishers, the library remains the most stable market for our books. They fill their shelves with a wide variety of books of every genre. All sales are final; no returns. They pay on time. Librarians generally have the pulse of the readers in the communities they serve. Any author or publisher who neglects this huge market is making a painful mistake.   

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BOOKSTORE SALES SEEM

TO BE TURNING AROUND 

While it’s still too early to celebrate, sales at the major bookstores appear to be trending upward. First quarter reports from the majors are encouraging. While I’ve seen no official results from any of the Indie trade organizations, visits to several in the northeast over the past two weeks indicates a glimmer of optimism. 

Books-A-Million actually posted a gain for the first quarter of the year. The third largest chain boosted sales by 2% over 2008 results. Even same store sales improved. However along with the good news came the caution that the strongest improvement was in the chain’s “bargain book segment.” Gift books also did “fairly well.” 

The number one chain bookseller, Barnes and Noble, reports the slippage in year-to-year sales eased a bit this first quarter. Comp store numbers were somewhat below what the chain had predicted. Nonetheless, the improvement has led store officials to upgrade their sales predictions for the full year.  

We’re far from “out of the woods” yet, but there are increasing signs that the book market may have begun a slow journey on the road to recovery.  

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BOOK EXPO OPENS THIS WEEKEND 

A somewhat revised and more exciting Expo will officially open tomorrow at the Javits Center in New York City. Officials have announced a number of changes designed to address complaints from publishers that the event had lost its luster and some of its value. 

One major improvement according to many industry leaders is the decision to hold the event in the heart of the publishing world, NYC. 

Admission to Expo is restricted to industry members only. If you’re in the New York metro area, don’t miss the opportunity. More info available at www.bookexpoamerica.com.

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Charlie’s Choice

Weekly Tips to Help You Write,

Publish & Promote Your Work 
 

HARNESS YOUR SKILLS AS A WRITER

AND TAP INTO THE LUCRATIVE COMMERCIAL MARKET 

      There’s a world of opportunity awaiting you as a specialist in business writing. Companies, professional offices, advertising agencies, PR firms, indeed the entire universe of commercial activity regularly depends on freelance writers to supplement staff when the workload builds.

      If you need proof of this, click on Freelance Writers Placement Agencies in your favorite search engine. You will be amazed at the list of opportunities that await you. To be sure, not all of these agencies will fulfill the promises they make to you. But once you prove yourself to one of the better agencies, you will be given regular assignments.

      As the commercial market becomes aware of your talents, you may well be asked by one of the companies you helped out to become a full-time staffer. A company may ask you to take on the responsibility of churning out a newsletter every month. It is even possible a busy executive may want you to ghost write a book. The opportunities are endless.

      Finding a qualified freelancer to call upon when needed is a boon for busy PR directors or ad agency execs. In essence you represent a “bargain” for a client. Having a responsible freelancer available allows a company to ease the budget in periods of slower activity. It eliminates carrying costly paid staff during slow work periods. It also reduces the costly benefits given to regular staff members.

Getting Started

      You undoubtedly have at least a modest portfolio of articles you have published. (Remember the ladder approach we spoke of in an earlier column, beginning with stories filed with small, local publications and gradually reaching larger papers and magazines.) Add a business card and stationery, and you are ready to go. It’s just that easy.

      But it is going to require some effort to make the business world aware of your existence. So put on your PR hat, and develop a list of potential clients in and surrounding the community in which you live. Start by looking in the yellow pages of the phone book under categories that might interest you and in which you feel you have some knowledge.

      Check the reference room of your library for directories of businesses. These will also give you the names of key staff people who are responsible for hiring. It is important to address your correspondence to a specific person. It might be the human relations director, the PR director or a VP with responsibility for managing a specific project.

      I strongly recommend using postal mail to make your initial contact. There are two reasons: First, you are not intruding on the person’s busy schedule. He/she can read the letter when time allows. And second, it is a document that he/she can place in a resource file and refer to when the need for additional help arises.

Opening the Door

      Your query should include your business card, one or two appropriate clips and a well drafted cover letter that emphasizes the benefits you can bring to the company. As you write it, imagine yourself as the recipient of the letter, and ask yourself why you should hire this applicant. Develop a basic letter that can be tweaked to the specific needs of each company you send it to.

      In other words, try to determine something unique about your target. You want the recipient of your letter to feel you are familiar with the company and not simply including it on a broad list of freelance possibilities. Go onto the Internet and carefully review the company’s web site. You are bound to find a “hook.”

      You may discover that the company was cited for its civic contributions the previous year. Or it may be a leader in the green movement. Once you find that kind of “hook,” state in your letter that it is one of the reasons you are eager to become associated with that company. 

      If you have no appropriate clips of previous published material to include, consider writing a press release on a subject directly related to the company. Label it “Sample” in bold letters.

      Give the recipient of your inquiry at least four or five days to read it, and then follow up with a telephone call while it is still fresh in his/her mind. Don’t wait much longer than a week to call or he/she may forget it in the whirl of everyday activity. If you can’t reach the person, leave a short but informative message on voice mail. If you receive no response, don’t hesitate to send a brief follow-up by mail or e-mail. Too many freelancers neglect the follow-up, and as a result, they are forgotten.

Alternate Paths

      A number of creative methods can be used to develop contacts that may lead to assignments. Many businesspersons and professionals are active participants in a variety of civic and charitable causes. Volunteer your services to one or more of these organizations. They will welcome you and your talent. You will likely begin to meet some of the community leaders who serve as board members or volunteers. Or at least your work will be noticed by them, and may open the door to an assignment.

      Consider volunteering for the campaign of a local political figure. If he or she is a worthy candidate, you will find members of the business community volunteering alongside you. There are other benefits too. Campaigning is fun and exciting and also allows you to make a substantial contribution to your community.

      Select one or two companies that operate in your area, and write profiles on them or on the CEO and submit them to your local newspaper. The editor of your community paper will welcome these features.

      This isn’t hard to do. Companies thrive on publicity. If they believe that you are competent and can get them press, they will cooperate fully. Arrange to tour the company facility. During your tour, try and arrange a brief interview with the CEO or other top executive. Make certain they realize that you are a freelancer, and available for future work. Contacts established this way are invaluable.

Getting Paid

      This is often a difficult issue for freelancers. We are writers, not businesspersons, and uncomfortable when negotiating fees. But it is a necessity. Freelancers are paid either by the hour or by the project. Most clients prefer to negotiate a price for the project they are assigning. This gives them greater control. If they pay by the hour, they can be abused by an unscrupulous writer who bills for more time than the task actually required.

      It is essential that you carefully estimate the amount of time a project will require when you negotiate your fee. Be fair, but always calculate on the longer side to allow for any glitches that you might encounter. Be sure that you can justify the price by explaining the time and effort it will require to accomplish each element of the project. 

      If you need some guidance on fees, you may know other freelancers in the area who might be willing to share information. If not, you can find a lengthy chart on freelance fees in Writer’s Market, that helpful source of endless info for writers. But do remember that fees vary in different locales, so use this as a base, and try to adapt it to the demands of your region.

      In next week’s column, we’ll look at the nitty gritty of the freelancer’s routine and how to maximize your success. See you then

Keep Writing! 

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CHANGING PICTURE IN PUBLISHING

IS AFFECTING STUDENTS AS THEY JOB HUNT 

The combination of staff layoffs and shut-downs by print publications has had a severe impact on college students as they plan their careers. Bloomberg.com ran in interesting sidebar to the issue. For decades it has been almost axiomatic that the editors of the Harvard Crimson, one of the more prestigious college newspapers, would continue as journalists after graduation. 

This year, Bloomberg reports, only three of the 16 graduating seniors who serve on the executive board are headed for careers in journalism. 

What choice do college grads have today in the face of the scarcity of job openings? The American Society of News Editors claims newsroom positions on newspapers fell by 11% last year, the largest drop since the group began monitoring employment. The picture in the magazine world is similar with closings running ahead of new start-ups. 

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CONTENT IN PRINT PUBLICATIONS STILL RULES

AS THE BEST ANTIDOTE TO THE TREND TO DIGITAL 

It was reassuring to hear that Bo Sacks, the Pres. of Precision Media told a group of concerned industry leaders attending the recent magazine conference sponsored by Magazine Publishers of America, “It’s not about screen versus page. What’s really important is the culture of ideas.”  

Sacks outlined six key elements in a quality publication, all of which related in some way to the need for first rate content. Meg Weaver, who monitors the magazine industry in her Wooden Horse newsletter, cited three statements by Sacks that addressed the concerns of publishers that she felt were of particular value, and I fully agree with her:  

“The future is already here; it’s just not widely distributed.” 

“If you think predicting the future is difficult, try ignoring it.” 

“There is no known cure for addictive content, regardless of delivery method.” 

How reassuring to find a publishing executive who truly understands what’s happening, what the future holds and how print publications can continue to play a major role.

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FOR THE FIRST TIME EVER, ON-DEMAND NEW TITLES

SURPASSED THOSE TRADITIONALLY PUBLISHED 
 

Bowker, the publisher of Books in Print, has just released its preliminary findings on the number of new titles that reached the market in 2008. New titles published traditionally fell by 3%, while on-demand titles grew by 132%, continuing a powerful industry trend. 

In hard figures, 275, 232 new titles were released by traditional houses, with 285,394 reaching the market through on-demand or self-publishers. The total annual output was 560,626, according to a must-read  article in yesterday’s edition of Publishers Weekly. 

It is interesting—and upsetting—to see the direct effect the economic  collapse has had on varying segments of the book industry. Travel books fell by 15%, which was expected. The shocker is the 11% decline in fiction. Apparently, those stay-at-homes who forsook traveling didn’t read many novels. Religious titles took a big dip of 14%. Not unexpectedly, business books rose 14% while educational books soared to 33%. Could that indicate a large number of unemployed were preparing themselves for different, more stable careers? 

It would be quite revealing if stats were available on the rate of sale of these books. Although the number of newly released on-demand books surpassed those traditionally published for the first time ever, I think you will find that traditional sales swamped on-demand, where average distribution figures are regularly below 500 books.

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AAP REPORTS THAT BOOK SALES

WERE DOWN IN THE MONTH OF MARCH 

Just as a sidebar to the story above, the picture isn’t too rosy in 2009. The Association of American Publishers (AAP) has just released industry sales figures for the month of March, and they are down 17%. Total book sales year-to-date slipped by 6.8%.  Sales of adult hardcover and paperback fell substantially. Adult mass market was down modestly, while YTD numbers for Children’s/YA were up by more than 40%.  

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WHO SAYS ADVERTISING ON THE WEB

DOESN’T WORK? 

Whether you’re thinking about advertising your books on the Internet or seeking paid advertisers for your web site, a very recent edition of eMarketer offers some welcome news. Despite the running controversy on the effectiveness of paid ads on the Web, the results of a study by iProspect tell a very different story. 

Just shy of 80% of Internet users who were asked about the actions they took when they found a display ad on a web site stated they either clicked on the ad or sought more information about the company and the product from a search engine or by clicking on the company web site.  

The study found that 14% actually purchased the product that was advertised. Not a bad return on investment!

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Charlie’s Choice

Weekly Tips to Help You Write,

Publish & Promote Your Work 

WHAT’S SO SPECIAL ABOUT

WRITING FOR A TRADE JOURNAL? 

      Trade journals are magazines, but they are substantially different from consumer publications. The trades are highly specialized and target a very niched market. In many cases they are the official publication of a trade association. 

      Most important of all to freelancers is that they are not as demanding stylistically as consumer magazines. But they are sticklers for facts and information. Content is the most important element for trades. That’s because the audience is narrow and usually relatively well informed. They read the journals in their specialty to learn still more.  

      The reader of a trade asks two specific question. How can I benefit from this article? What can I learn that will make me better at my job? If your article answers that, it will be welcomed by the editor. 

      That doesn’t mean you have to be a highly experienced person or an expert in the field. If you are willing to do the research and interview the key persons who are expert in the field, you can write a very worthwhile piece. 

Getting Started 

      Your first step is to look inward and decide what fields hold the greatest interest for you. It’s probable that you will have had some prior contact with the specialty you select, but that’s certainly not necessary if you are willing to do the homework we spoke of in the previous paragraph. If the subject continues to fascinate you following your initial publication, you will undoubtedly want to continue writing additional stories for trades in this sector. 

      Once you have made that decision, it is time to find the best journals to approach. Begin by entering “Directories of Trade Journal” in your favorite search engine. A number of directories will come up. Some will give you adequate info; others will simply introduce you to the directory and expect you to purchase it. Before you do, head to your library’s reference room to see whether that or a comparable up-to-date directory is available. 

      You can also find trades listed by category in the two resources I have spoken about in past columns on article writing: Writer’s Market and The Wooden Horse.com. 

      In the reference room of your library you will also find directories of associations, Look under the category you have selected, and see in the listing whether or not any of those organizations sponsor their own trade magazine. 

      Click on to the web sites of the publications you select. There you will find writer’s guidelines and a calendar of editions and their highlighted subjects 

      Spend some time reviewing past editions. Hopefully you selected a journal that is on display in your library. If not, you might try the library of a local college or university. You’ll want to familiarize yourself with the journal’s writing style, the type of content it carries and the format in which it presents its articles. 
 

Query First 

      Your first contact with the editor of the magazine(s) you have chosen will be the query letter. Look at last week’s column to learn all you need to know about queries, although this one will be little different. Since content is so important to the editor of a trade journal, you must convince him/her in those first few paragraphs that you have a worthy approach to the subject that will inform and benefit the magazine’s readers. 

      You knowledge and resulting ability to write in your chosen subject is of major concern to the editor, so take care to make him/her understand why you are qualified to do the job. Editors also will be impressed by your professionalism if your query makes him/her feel that you have taken the time to study and understand the journal. You can do that easily by making reference to the section of the book you might be targeting or by explaining how your proposed piece dovetails perfectly with other recent articles. 

Writing the Piece 

      It may surprise some of you that I have left the writing for last. Far too many wanna-be writers compose the manuscript first, and then reach out to find a receptive editor. That’s foolish on three accounts. First, most busy editors prefer initially to scan a brief query than take the time to read a full article. 

      Second, most editors will want to discuss with you how he/she wants the piece focused. You will be given the desired length and the deadline by which to submit the finished piece. Third,

you want to tailor your article to the style and format of the magazine. If your manuscript is rejected, you’ve wasted a good deal of valuable time.  

      Writing for a trade journal is very basic. No flourishes. No fancy prose. Present the facts in a simple, direct narrative form that can be readily understood by an average reader. Be positive. What readers are looking for is essentially a how-to. They want to know how to accomplish a task in the most efficient and effective way. They want, as I stated earlier, to be able to receive a direct benefit from reading your piece.    

Use quotations from the experts you have interviewed to add credibility to what you state. The editor may ask you to help obtain graphics to accompany the piece. Request those from your experts. Most companies will welcome the chance to supply graphics. Contact their PR department with your request. Just be sure to credit them in the photo’s credit line. 

      Do not use the article to pitch your book, if you’ve published one on the subject. The purpose of the article is to inform the reader, not enrich the writer. 

      The place to promote yourself and/or your books or other products is in the bio box at the end of the article. Make certain you give readers a means of reaching you. You can direct them to your web site, send them to a landing page where they can purchase your book or simply promote your skills.  

Follow up 

      You will be told the editor’s preference for submissions. Some prefer to receive the piece in the body of an e-mail. Others will want you to send it as an attachment. Some may want a hard copy to accompany the submission. If you haven’t been told earlier, ask the editor when it will appear. Despite your anxiety, do not harass him/her with telephone calls.  

        However, you likely will be called as publication date nears and asked to make some minor changes. Follow the editor’s instructions. Don’t argue. But if you feel the changes he/she has requested substantially change the point you were making, you have every right to question the editor and point out why you feel the copy should not be changed.  

      Never argue or become demanding. Now that you are an “expert” in the field, you will probably want to write future articles. Don’t allow your ego to slam the door shut. However, if you believe that the proposed change radically differs from what you believe, explain that graciously and ask the editor to allow you to withdraw the submission. Then send it off to a competing publication. 

      Next week’s column will wrap up our discussion of freelancing with a look at the myriad

possibilities commercial writing offers. This is one of the most lucrative categories of writing. Once you have established yourself, you will find companies seeking your assistance on varied projects. See you then. 

Keep Writing!

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