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Media outlets you may not have considered

November 25, 2011

Teamgloria‘s comment that she looks to the Financial Times (FT) for book recommendations sent me scurrying for the link. Glad I did otherwise I would not have encountered this curious book about conference tables in the most powerful rooms in Europe. (The Table of Power 2 by Jacqueline Hassink)

When you think about building your media lists or unearthing suitable media contacts to pitch your book, don’t just follow the beaten path. Look for unobvious yet potentially important platforms.

They might include:

1. The hyperlocal influencer

For example, this might be the person who is active in her reading group, someone who contributes regularly to a local online news organization, or else someone active in his local church or community group.

In other words, look to your local community to build attention among pockets of interest there.

2. The hypernational influencer

This was Oprah when her network show was still on air. With her cable talk show soon to launch, she may yet reclaim that place. Meanwhile, Jon Stewart and Stephen Colbert can move a lot of books when an author appears on their shows. Granted: Getting a coveted segment on those programs is out of reach for most authors. But you would do well to look at other, more reachable mega influencers. For example, the BlogHer network reaches 31 million moms. The site hosts a book club and should be on your media list. Another example: Syndicated columnists can be another potent source of exposure for your book. Start by typing “syndicated columnist” along with “your book topic” in your web browser.

3. The vertical influencer

This is the person who is a recognized big mouth in their field. It is someone like Guy Kawasaki who blogs about technology and the workplace whose early recommendation for The No Asshole Rule: Building a Civilized Workplace and Surviving One That Isn’t, by Robert Sutton, helped propel that book onto bestseller lists. It may be someone like like Marion Nestle or Mark Bittman or Michael Pollan, who are leading voices in the current food politics movement. No matter the field you’re writing about, there are key voices you need to reach with your work. And it’s worth your time researching how to get to them to press a copy of your book in their hands (or on their screens.)

One Comment leave one →
  1. November 27, 2011 4:33 am


    thanks for the namecheck 🙂

    and yes! wasn’t that picture book on boardrooms fascinating?

    we had tea with an Author this evening, in west hollywood, blog post going up shortly….

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