$15.00 AUGUST 2024
AUTHOR SPOTLIGHT
TONY THOMSON
PUBLISHING
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Our team of professionals can inform your audience about a wide range of industry topics. From demystifying self-publishing to effective book marketing techniques, our speaking engagements have been enthusiastically received by audiences across North America. We’re happy to curate our content to meet the specific needs of your group.
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CREATING OPPORTUNITIES FOR CANADA’S INDIE AUTHORS
It has been 12 months since the launch of Canadian Independent Publishers, and it has been an interesting journey!
I’ve had the opportunity to speak with some talented writers and illustrators, read some fantastic books, and learn about several of Canada’s unique indie bookstores and publishers.
While I had past experience with managing editorial content, magazine
layout, websites, and newsletters, there was still a learning curve to meeting the needs of this publication.
Going forward, there are still areas where I want to improve the publication, such as producing more unique content and a stronger social media presence, but I think these will come in time. As the magazine’s reach grows, and it continues to build relationships with authors, indie bookstores, and writing and publishing groups across Canada, I only expect the publication to improve.
To everyone that has purchased a print subscription or an advertisement in the past year, or signed up for our free monthly newsletter, I want to offer my thanks for your support of the publication. It’s very important to me to showcase hard-working indie authors, bookstores and publishers, and you are helping me do that. Please continue to share our stories on social media and let your fellow bookworms know about the publication.
In an effort to showcase more writers this coming year, I’ve decided to add a new component to the magazine: writing contests!
Canadian Independent Publishers will be hosting a variety of writing contests throughout the next year focusing on short fiction and poetry. The winners of each competition will be interviewed in an upcoming issue and their stories and/or poetry will be published in the
magazine, and on the website, and promoted through the CIP newsletter and social media channels.
Each writing contest will also feature a published collection of short stories and/or poetry, showcasing the written works of all finalists.
I’m very excited to be launching this initiative and creating one more space where Canadian writers will have an opportunity to showcase their written works.
The first contest is all about flash fiction (please direct your attention to the advertisement to the right of this editorial). In 1,000 words or less, send us a short story in your genre of choice. I look forward to reading your entries along with our panel of judges.
For all the rules and entry instructions for the upcoming CIP Flash Fiction writing competition, visit: www.canadianindependentpublishers.ca.
Good luck to all the entrants, and thanks again for your support.
Happy reading and writing!
Andrew Snook Editor and Publisher
Owning an independent bookstore over the past 25 years has not been for the faint of heart. Between the explosion of online purchasing options and big retail chain stores, these wonderful word merchants have had to find innovative ways to build their brands while attracting and retaining a loyal customer base. While many independents have had their share of obstacles to overcome, Audreys Books in downtown Edmonton is the very definition of a survivor. The bookstore on Jasper Avenue and 103rd Street was started up in 1956 by Mel Hurtig (founder of Hurtig Publishers), who later sold the store to Ewart and Audrey Whaley, who financed the purchase with help from financial partners Ammon and Audrey Ackroyd (which is why the bookstore’s name is plural instead of a possessive).
Audreys Books became incorporated in 1975 and has been feeding book-
worms’ appetites for stories for nearly half a century. Purchased by Steve and Sharon Budnarchuk in 1988, the bookstore enjoyed many good years before the rise in popularity of big box bookstores and online shopping in the early 2000s.
“The only competition back then
Surviving and thriving Audreys Books celebrates half a century of bookselling
was small mall stores like Coles, WHSmith Books, Classics, and department store bookshops,” Steve recalls. “We had a long, tough period during the expansion of large format bookstores, Amazon, and other issues around Edmonton that affected our business (mass layoffs of government employees in the downtown core). We went from being a pre-eminent Canadian bookseller to struggling for 20 years.”
Very few business owners are willing to weather a financial storm for 20 years, but the Budnarchuks refused to close up shop during the hard times.
“We’re fairly tenacious. Most people would have walked away years ago, but I can’t imagine having done anything else,” Sharon says, who has spent the past 50 years working in the world of book publishing and bookselling. Sharon recalls working countless late nights and early mornings over the years to keep the store running.
“We were willing to do long hours of the work that had to be done,
because we couldn’t hire a lot of staff. I can remember buying books until three in the morning and then dragging myself back to the store the next day,” she says.
The history of the store as Edmonton’s oldest independent bookseller also played a factor in pushing the Budnarchuks to overcome all the hurdles thrown at them over the years.
By Andrew Snook
“We didn’t want to be the ones to let the store fail. It had an important place in the community prior to us, and we didn’t want to see it disappear. So, we kept on going, and we survived the losses of other booksellers around us and kept plugging along,” Steve says. One of the ways the store was able to survive was Sharon’s ability to manage a healthy just-in-time
(Top left) Audreys Books co-owners Steve and Sharon Budnarchuk have been operating the popular bookstore in downtown Edmonton since 1988.
INDIE BOOKSTORE
inventory of books.
“She somehow managed to keep us in a good stock position of important backlist and new titles all through very careful, small-quantity buying. But doing it constantly, just reviewing our sales and constantly ordering more stock to keep a flow of books in the pipeline without ever having to invest in a ton of inventory all at once, which we couldn’t afford,” Steve says.
“What we tried to do during that time was create a collection in the store that was extraordinary,” Sharon adds. “You wouldn’t find a lot of the books we carried in the chain stores. In fact, the chains would often send people to us because they didn’t even want a special order.”
Despite having little budget for operating the store, Steve says they never used that as an excuse to reduce their staff.
“We didn’t fire anybody because of weak sales and no money, but we did lose a lot of staff through attrition over the years, and there were plenty of times when we survived by burning off our inventory, only to replenish it as soon as we could manage,” he recalls.
Another way Audreys Books survived those difficult times was through its activeness within the community.
“We took on all sorts of different events that were not just within our store. We were selling books absolutely everywhere,” says Kelly Dyer, manager and buyer for Audreys Books, and daughter of Sharon and Steve. “When anybody needed books sold somewhere, Audreys would be out in the community, just trying to remind people around Edmonton that we were still here, what we offer, and that the community is important to us. So, we were stretched that way, too. We started doing book fairs in schools like a Scholastic would. We were just trying to find creative ways to keep ourselves relevant in people’s minds and
Actor and comedian Dave Thomas poses for a photo with Steve and Sharon Budnarchuk.
Sharon Budnarchuk sits alongside Canadian music icon Anne Murray, as she signs copies of her autobiography.
hearts.”
The Budnarchuks would also attend large and small conferences regularly, exhibiting the bookstore as many places as possible, and spend time volunteering within the community.
“Constantly being everywhere, the name of Audreys continued to be an important name in Edmonton,” Sharon says. “I spent a lot of time doing community work. I was the first female chair of the Edmonton Downtown Business Association.”
Supporting local authors
Audreys also created a local book festival and sponsored the City of Edmonton Book Prize at the worst time for the store financially, because Sharon and Steve believed it was important for Edmonton to have a prize for writing and are passionate about supporting local writers.
“We didn’t really have the mon-
ey, but it had to have our name attached to it because the community of writers in Edmonton has always been absolutely fantastic,” Sharon says. “There isn’t a community writer that we haven’t approached to have an event at the store.”
Sharon says she has never counted how many author events they have hosted in any given year, but there was a time when three or four author events a week was the norm.
“I think the fall alone, before COVID, it was about 72 in-store events, and a good chunk are local, because we have such a great literary community in Edmonton and Alberta,” Kelly says.
For the last Canadian Independent Bookstore Day (April 27, 2024), Audreys Books approached all the other local bookstores in Edmonton to create a book tour and showcase local authors. “People could collect a passport at
one store and go around to each store and get stamped and enter prizes, that sort of thing,” Kelly explains. “Each store did their own thing. We asked a bunch of local authors to come, and if they had time to spend an hour with us, talk to our customers and get to know them and introduce them to new audiences.”
In recent years, Kelly has dedicated a great deal of her time and energy into developing the bookstore’s Indigenous collection. There are some northern Indigenous communities and associations that now reach out to Audreys Books to let them know of new authors and books being released.
“That’s our part of reconciliation,” Sharon says. “We’ve spent a lot of money in that area and given Kelly the time to develop that, and it’s a very positive plus for the store.”
As the second generation of the family-owned bookstore, Kelly has been learning how to take over the family business for several years as Sharon and Steve plan for retirement. Photos courtesy of Audreys Books.
After two decades of navigating hard times through long hours, hard work, and dedication to the community, Audreys Books is back to being in a healthy financial position.
Turning the corner
After two decades of navigating hard times through long hours, hard work, and dedication to the community and its local authors, Audreys Books is back to being in a healthy financial position.
“We’ve been growing and we’re back to profitability after losing a ton of money,” Steve says. “We’re back to being profitable in the last five years and have dug ourselves out of a deep hole. Now we’re doing very well and perhaps have the best staff we’ve ever had.”
The employees of Audreys Books are one the main reasons for the bookstore’s success in recent years.
“Our staff is one of the most well read, passionate group of literate booksellers that we’ve ever had,” Steve says. “One of the things that makes a difference for us is that they’re on the front line talking to the customers all the time, and they’re feeding information back to Sharon and into our computer program about what people are asking for, and what subject areas are becoming popular, so we are
responding. We are getting that kind of information constantly from our staff and from the public.”
“An independent bookstore is nothing without its booksellers. They’re going to help me carry the store forward, for sure,” Kelly adds.
As the second generation of the family-owned bookstore, Kelly has been learning how to take over the family business for several years as Sharon and Steve plan for retirement. Sharon officially announced her retirement shortly before the COVID-19 coronavirus pandemic but decided to stay on during that time to support Kelly and the store. Now that the store is back to doing well, Sharon and Steve plan to continue helping run Audreys Books a little while longer.
“I think now they’re probably having too much fun, because it’s become not so difficult, and they can enjoy the art of bookselling again,” Kelly says.
For the time being, Steve and Sharon are focusing on training their staff and passing on addi-
tional responsibilities to Kelly, while brainstorming some fun ways to celebrate 50 years next year.
“2025 is 50 years since our incorporation. So, there’s a lot of time and effort that’s going to be spent on that,” Steve says. “We’re trying to figure out what might be special to celebrate 50 years in bookselling.”
Looking back at 50 years in the world of book publishing and bookselling, Sharon has many fond memories: from learning the publishing process at McClelland & Stewart, where she worked as a sales rep before taking over Audreys Books, to meeting famous authors like Margaret Laurence and Margaret Atwood. “We got pretty close to Margaret Atwood. She would have too much time before a flight when we were out of a hotel, so she would come, and I’d drop her off at the house to have tea. Then we’d go to Miami to the American Booksellers Association convention, and she’d walk across the room to say hello. That was pretty neat,” Sharon recalls.
Pen name: Tony Thomson
Recently published books: · About Face (Moose House Publications, 2022)
Place of residence: Medicine Hat, Alta.
Website: www.moosehousepress.com/product-page/about-face
A chat with
It’s never too late to embrace your passions. As someone who switched careers at 30 years old to try writing for a living, and then left a full-time role as a magazine editor to start up my own content creation business at 41 years old, this is something I have always believed. So, when I heard that my former criminology professor, Tony Thomson, released his first work of fiction at the age of 73, while enjoying his retirement from his position as a full-time university professor in 2022, I had to pick it up and give it a read. I was a student of Tony’s 20 years ago at Acadia University in Wolfville, N.S., and very much enjoyed his lectures related to the field of criminology, so I was confident I would enjoy his first work of detective-styled fiction (and I did).
About Face is a mystery that focuses on an enigmatic college student who goes missing in the Annapolis Valley of Nova Scotia. While the police focus on forensics, criminologist Ian Wallace tries to uncover her secrets and learn who she is.
Published by Moose House Publications, the book bends some genre tropes and adds bits of romance, humour, and social commentary. A few years ago, Tony made the move from Eastern Canada to Western Canada, and now resides in Medicine Hat, Alberta. I had the pleasure of catching up with Tony recently and discussed his decision to jump into the world of fiction.
You’ve published a great deal of academic works on social and political theory, but this is your first novel. Did you always want to write fiction?
More as time went by. I’ve read a lot of fiction, and I guess at some point, you decide that you have to give it a shot. In 2020, when COVID-19 started, that was a catalyst because I had time on my hands and nothing to do. I don’t like to think of it as a COVID project, but it was the right time to be serious about a novel, so I just started writing.
TONY THOMSON
By Andrew Snook
Were you inspired to write a detective novel from your criminology background and all your research over the years?
The inspiration to write is because you want to tell stories, I think. But it occurred to me that I have a significant criminology background. I did a lot of research on police and worked alongside the cops in the Annapolis Valley for a number of years, doing interviews, ride-alongs, and participant observation. I thought, well, I have a heck of a lot of information about cops, and so, maybe a mystery novel focusing on the local police would be a good way to go. would be a good way to go. So, I came up with the main plot line and the themes I wanted to develop, what I wanted to include, what I wanted to do with it, and started writing.
How much did your experience as a professor influence the story?
Being a professor had a lot of influence on it, because it’s set in a university and the protagonist is a professor of criminology. I’ve read all kinds of novels, but I particu-
larly like fiction that has serious, realistic ideas underlying it, and I can grapple with those.
How did you come up with “About Face” as the title for your book?
Face becomes a multi-purpose theme in it. There are so many uses for face: the two-faced, face the facts, etc. There’s so many uses for face as a metaphor, and so, that’s why it has that title. It’s not just the notion that the protagonist is going to go down one direction, and he’s going to find that it leads nowhere, so he has to switch directions. It’s much more of a sociological concept of the presentation of yourself and others, and not just a metaphor.
The cover of your book is really interesting. Where did you come up with this idea?
Our son, Devon, did the artwork for it. He’s a BFA graduate of Nova Scotia College of Art and Design. We came up with a very simple idea of a young woman looking into a mirror but sees someone very different from what she looks like. It has something to do with
projecting who you think you are, and who you want to be. Then he added all of the background artwork, which makes it look quite dark. It think it’s a cool cover.
Did you find the overall publishing process difficult?
I’ve never found writing a grind, including my theses and other research. I wouldn’t say it was hard to write. Editing, that’s a different story. Getting the first draft completed took me about eight months, and at that point, it was about 30,000 words longer than it is now. Telling the story and making up dialog and characters, that wasn’t difficult. I thought I was done. I sent it around to people I know first, to try to get some impressions, and people you know are always very kind. Then I sent it to publishers and agents and ended up with a drawer full of rejections. After that, I got in touch with other writers, who were very helpful. They spared their time, read chapters, and gave advice. The in-house editor at Moose House Publications was very good. They found so many different varieties of the way that I use
((Top left) Author Tony Thomson with his wife, Heather Frenette. Images courtesy of Tony Thomson. Cover image by Devon Thomson.
AUTHOR SPOTLIGHT
the passive voice. I was astounded by it. I was quite creative in doing the wrong thing, but the editor was very helpful. My wife, Heather, also went through it about three times and was very helpful in making suggestions and adding to it as well.
You’ve had a little while to digest your first work of fiction. Looking back, is there anything you would have done differently?
The only thing I regret leaving out was a bit of the backstory for the main character in terms of his marriage and his own family. I cut that out, and I think that would have been useful to have in there as a reference point for where I’m going next with the story. I cut it out to reduce the length of the book, and I think it is better this way. Every time I pick it up, I still want to edit it. But there comes a point in the writing process when you’ve gone over it a number of times and you’ve get the damn thing just about memorized, and you have to let it go.
What would you say are the biggest difference between writing fiction and all of your academic works over the years?
The liberating thing about writing fiction is that you make it up. You have all kinds of references, all kinds of experiences, all kinds of things that people have said, people you’ve met, all kinds of things enter into it, but you mix them up, and you create characters who are composites and don’t exist. It’s the liberation of your writing, mind, and imagination that’s the big difference. I’m looking forward to putting more words on paper again. It’s a great journey. There’s nothing quite like it. It’s an amazing experience to write fiction.
How did you feel when you picked up the first copy of your book?
Shocked. It was amazing to have it in my hands. It’s something you can’t believe. I’ve written books before, and it was nice to see them in print, but this one was different because there’s more of me in it. It’s something that I invented, as opposed to my discussion of another person’s ideas.
Are you working on a second book in the series? It’s mostly only in my head so far. I’ve written much of the first chapter several times, but I’m more focused on planning for the second book than I was for the first one. The first was more spontaneous as it unfolded. I’m doing more planning now, trying to develop characters, develop incidents. I have a timeline and themes. I know where it’s going to go.
What else are you writing these days? I’m still writing political and social theory. I’m also
writing about my family history, which is something I got into when I retired. I also enjoy writing reviews of books that I’ve read.
How are finding the marketing aspects of being an author?
It’s the worst, absolutely the worst (laughs). I think that’s normal for writers. Writers want to write. I like talking to random people, but I don’t like talking about myself to them, or about what I’ve done. I’m much more interested in talking to people about what they do and what they think. That’s more my style. Honestly, I don’t think I have the right elevator speech yet. Elevator speeches are fairly simple, although you want them to be pointed and brief. Another challenge I have is choosing a passage to read during a book signing. Those are all tricky for me.
To learn more about Tony Thomson and About Face, visit: www.moosehousepress.com/product-page/about-face.
Tony Thomson, as illustraed by his son, Devon. Devon designed the cover image for About Face.
CANADIAN INDEPENDENT PUBLISHERS
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By Olivia McCoy
Your target audience (otherwise known as your ideal readers) informs everything you do regarding branding, marketing, and publicity. Some standard questions include: Who are you writing for? What problems are you helping them address? Who would be interested in reading your book? What does that person look like, do in their free time, and do for a living?
It might surprise you, but the answers to these questions actually educate which fonts and colours your designers will use, which media contacts your publicist reaches out to, the back cover copy your editor helps draft, which platforms your marketing team advertises on, and more.
Your target audience is a big piece of how your book comes together, so it’s essential that you identify who they are and how you can reach them. After all, if your book is for “everyone,” your book is for no one. So, here are three helpful strategies for researching the ideal readers that make up your target audience:
1. Identify your comp titles
“Comp” is actually short for “Comparative,” so when your publisher asks for your “Comp Titles,” what they’re actually asking for is a list of other books in the same genre that discuss similar topics. Who is doing what you want to be doing — and doing it well? The reason it’s so important to know your fellow authors in the same space is because they can help you develop a successful publication through emulation and mutual support.
Go to your local bookstore or online book retailer and take a look at the shelves in your genre. Make a list of names and titles you see shelved there, especially authors with multiple books (if they’re still writing, then there must be demand for their books!), and look at who is following them online. Who are they addressing on their social media and back cover copy? Who makes up their follower lists? Who are they following? This can help give you an idea of the demographics most interested in your topic and help you narrow down your target audience.
For example, let’s look at Selena Rez-
BOOK MARKETING
vani, the Wall Street Journal bestselling author of Quick Confidence (2023), Pushback (2012), and The Next Generation of Women Leaders (2009). Selena is a great comp author for writers in a business lite/ female entrepreneurship genre. When we look at her Instagram, we see a lot of tips for business professionals and leaders. We see a focus on addressing younger generations in leadership, specifically women. Looking at her LinkedIn, we see advice more narrowly targeting managers and leaders in HR and decision-making positions. Her content is not for everyone, and by niching down, she’s had great success in growing an engaged audience with 56k followers on LinkedIn and 174k followers on Instagram. A beginning business author can learn a great deal about how to advertise, market, and promote by looking at what she is doing to engage with her audiences.
2. Look at who your current connections are
Take a look at your existing network by scrolling through your own social media platforms and even your contact list. Is it full of former and current clients? Patients? Students? Other experts and colleagues? Now ask yourself, “Who in these lists is going to be most interested in my book?” A professor might be writing a nonfiction book that addresses questions they get in the classroom, so “students studying XYZ” seems like an obvious target audience. But a secondary audience discovered from LinkedIn connections might actually be other professors teaching a similar class. Now that author has two audiences to engage with! If you’re starting from scratch without an existing network, this may be a bit trickier. This tends to be the case for fiction authors more often than not. Zero in on your contact list and take a look at the more personal connections you have. Maybe your great aunt wouldn’t enjoy your sultry romance, but your cousin might. What are the differences between those two people demographically? Do you think other people of the same age, gender, or geographic location as your cousin would also be interested in your book?
3. Google your book topic/themes
When all else fails, Google your book. Search for keywords, themes, and even pain points (areas of concern) that you’re addressing in your writing and see who online is already a part of the conversation. Results from more traditional media like radio and TV means the topic appeals more to older audiences. A plethora of search results from Reddit and Instagram might mean a younger target audience. Perhaps you’re surprised to see Google automatically fill in your search query before you’ve even
finished typing, which gives you more insight into what real people are actually looking for. For example, when you begin typing “401k advice,” Google recommends “401k advice reddit,” “401k advice for 20 somethings,” and “401k advice for beginners.” All of that tells me that I could be targeting college students, young professionals, and young adults just learning about finance.
Another example is searching “family drama novel.” Search results show a lot of parenting bloggers and reviewers, especially mothers. While most everyone has some kind of family, “family drama” tends to appeal more to middle-aged women, and now you can narrow down your audience a little further. There are riches in niches, as they say, so it behooves you to identify your target audience as soon as you can and start planning on marketing to them in early stages of production. More information will only help you to get your book into the right hands — and your promotions team will thank you for such clear focus as well!
Olivia McCoy is the marketing manager at Smith Publicity and host of their All Things Book Marketing podcast. Their professional background is in book marketing and independent publishing and their indepth knowledge of the publishing industry allows them to educate and consult with authors from all genres including business, lifestyle, memoir, and fiction throughout their book launches. Consultation topics have included Amazon optimization and bestseller strategy, social media design and posting, author branding, book distribution, website creation and development, newsletter setup, advertising strategy, and building pre-publication buzz among others. Olivia’s publicity clients have received national media placements in outlets such as The New York Times, Fast Company, Built In, Newsweek, HuffPost, and HOLA!. This article was published with permission from FriesenPress.
By Brian Cliffen
Planning a book launch is an exciting yet daunting task for any author. From venue selection to invitations, announcement, hosting, and more, there is much to consider. Bringing your vision and the logistics together on the day of the event can be a challenge — especially if you don’t have prior event-planning experience.
A successful launch can be a momentum-builder that sets the stage for long-term success. And while many staple book launch strategies are tried and tested, injecting some creativity can leave a lasting impression that further elevates the excitement surrounding your release (especially if you have a thorough understanding of your target audience).
We consulted our Book Promotions team to see if they had any interesting and creative book launch ideas, and they delivered — with 16! Though not every idea may resonate with you, they’ll at the very least get your mind buzzing with the possibilities for making this landmark event even more special — for you and your readers.
BEFORE THE EVENT
1. Pre-order bonuses
Offering fun pre-order bonuses can be a fantastic way for self-published authors to incentivize your readers to order their books before the official release date. These bonuses could include: a special webinar related to your book’s topic (such as a cooking class for a cookbook launch), prequel short story or bonus chapter, exclusive merchandise (bookmarks, enamel pins, or tote bags), and more. Get creative and think: what’s going to be most appealing to my readers?
2. Blog teaser content
Generate excitement leading up to your book’s release by writing a serialized prequel story on your blog or character interviews that discuss their backgrounds, motivations, and experiences leading up to the story. It can be a great way for readers to get a taste for your writing style, and keep them hooked with regular updates and teasers leading up to your release.
3. Book-themed Instagram filter
If you are a little more tech-inclined, you could create a custom Instagram filter inspired by your book’s aesthetic or characters. You could create a digital costume that presents the user as one of your characters or simply change the tone of the image to suit the mood of your book. You can then encourage users to engage with your brand by sharing photos using the filter and hashtag.
4. Collaborate with other authors
You could partner with other authors in your genre to cross-promote your books. Organize joint events, workshops, or social media campaigns to reach new readers within each other’s audiences. By pooling your efforts, you can attract a larger audience, increase visibility, and create a mutually beneficial partnership that supports the success of all involved.
5. Countdown Timer
Build anticipation for your book release by creating a countdown timer on your website or social media platforms. By counting down the days, hours, or minutes until your book’s release, you create a sense of urgency and anticipation among your audience, motivating them to take action and participate in the launch festivities. A countdown can help maintain visibility, keep your audience engaged, and drive pre-orders or sales as the release date approaches to support a strong start for your book.
DURING THE EVENT
6. Hybrid launch event
To accommodate all audiences, you could combine both a live, in-person book launch at a local bookstore or community center and simultaneously stream it online for virtual attendees. You might have friends and family all over the country who would love to support you but can’t be there in person; likewise, if you’ve built up a loyal following over social media, it would be great to have them all there even if they aren’t physically able to join you. You’ll also want to seize the golden photo opportunities and make a direct connection with readers with an in-person event that you then share to your online audience.
7.
Themed event
Why not shake things up with a book launch event that defies expectations and blows minds?
Picture this: you transform your venue into a time-traveling extravaganza, complete with period-specific decor, interactive exhibits, and costumed actors to bring your historical fiction book to life. Or how about a high-stakes escape room challenge
based on your book’s plot, where attendees must unravel clues and solve mysteries to unlock exclusive book swag? There are endless possibilities when it comes to curating a book launch event that’s as wild and imaginative as your storytelling. The key is to align your event with the themes and tone of your book.
8. Book trailer screening
If you have a suitable venue that could accommodate it, an exclusive or premiere book trailer screening at your launch event can create an atmosphere that aligns with the themes and mood of your book. Whether it’s a thrilling adventure, a heartwarming romance, or a thought-provoking mystery, the trailer primes attendees for what to expect and generates excitement for the rest of the event.
9. Custom playlists
Create curated Spotify or Apple Music playlists inspired by the themes and characters of your book and play it in the background of your launch event to set the tone. Be sure to determine if you need a license to do this — here’s a good resource discussing this idea. You can later share it with your audience on social media as the perfect soundtrack to set the mood for reading your book. If you’re a nonfiction author or memoirist, music that inspired your writing sessions or soundtracked your life would be nice touches, as well. Not only does this offer an opportunity to engage with your readers, but it also opens doors to reaching music enthusiasts who may be intrigued by your book’s style and tone, potentially expanding your reader base.
10. Contest giveaway
Generate buzz and reward your audience by organizing a giveaway contest during your book launch event. There are so many different prizes you could offer to participants, from signed special-edition copies of your book to book-themed gift baskets or maybe an opportunity to have a character named after them in a future installment of your series.
11. Promotional materials
Promotional materials can be a great way to brand your event, enhance the overall atmosphere, and elicit more engagement with creative displays and interactive elements. For instance, if you’re a children’s author, you could have an illustration of a character or two made into life-size cutouts by a local printer for a themed photo booth. This could be a great Instagram or TikTok moment for attendees, which you can further leverage by encouraging them to share on their social media and tag your account. Promotional materials like custom stickers and bookmarks are
BOOK MARKETING
great as memorable takeaways to keep your book top-of-mind long after the event is over — see our print promotion materials service for some extra inspiration.
AFTER THE EVENT
12. Book club kit
Create a book club kit with discussion questions, activities, or even recipes related to your book. Provide them to your book launch attendees to encourage group readings and discussions among your readers. For example, a children’s author might offer activity workbooks, discussion questions, interactive games, or any other fun and educational resources. Nonfiction authors might have worksheets, workshop vouchers, or branded journals available for download or purchase.
13. Guest blogging
Offer to write guest blog posts for relevant publications about unique aspects of your book, such as worldbuilding for fantasy writers, how to conduct historical research for period novels, lifestyle tips for self-help, or simply touching on the general themes of your book. You could also consider pitching your book to book bloggers who can help generate buzz within niche communities. They often have dedicated followings of book enthusiasts who trust their recommendations, which makes them valuable influencers in the literary community.
14. Interactive map tour
Create an interactive map tour of locations featured in your book using digital mapping tools like Google My Maps or Mapbox. These tools allow users to add custom markers, overlays, routes, and layers to maps, enabling you to create personalized and interactive experiences for your audience. Invite your readers to explore each setting virtually and immerse themselves in your story’s world to foster deeper engagement, understanding, and excitement about your book. This can be especially effective for books about local history, travel, or historical fiction.
15. Author AMA session
If you’ve garnered a strong group of engaged readers, you might consider hosting a live Q&A session on social media where they can ask you anything about your book or writing process. Share personal anecdotes and exclusive sneak peeks to deepen your connection with your audience.
16. Podcast mini-series
Dive into the topics and themes of your book by creating a podcast mini-series featuring interviews with experts and special guests. This not only pro-
vides valuable content for your audience, but it also expands your reach into the podcasting sphere. For example, Rebecca Jarvis released a companion podcast for her book Bad Blood: Secrets and Lies in a Silicon Valley Startup that provides further insight into the rise and fall of Elizabeth Holmes and the Theranos scandal.
Launching a book is not just about selling — it’s an opportunity to build a community around your work and create a memorable experience for your readers. While you shouldn’t forget traditional strategies, by spicing up your release with some of these innovative book launch ideas, you can create a unique connection with your readers and build the foundation of long-term success. Remember, the key is to know your audience and find interesting ways to reach those readers. So, dare to be different and let your creativity shine!
Brian Cliffen is the marketing manager for FriesenPress. This article has been republished with permission from FriesenPress. For more tips on marketing and promotion, visit: www.friesenpress.com.
closing the gap
ACP to Launch Salary Survey of the Canadian Publishing Industry
Publishing program grads and bookish hopefuls are used to hearing the same old saying when applying for jobs: don’t get into publishing for the money. This warning might as well be the motto for independent book publishers, and it paints an unsurprisingly bleak look at the opportunities present in the sector. But what do the numbers really say? This fall, the Association of Canadian Publishers (ACP) is set to launch a comprehensive salary survey of the Canadian publishing industry, aiming to provide a data-backed picture of the sector’s financial landscape. The last Canadian publishing salary survey, conducted by industry magazine Quill & Quire, was released over six years ago in 2018.
Stagnant wages have been a long-standing issue for not only publishers, but the cultural sector as a whole. A 2018 study by Work in Culture highlighted that salary concerns were a top issue for 73% of Ontario cultural workers, while 58% of cultural organizations struggled to keep pace with salary expectations. Providing a clear look at the publishing industry’s depressed wages—despite how obvious they may be to those already working in publishing—is the first step towards fixing the industry’s salary problem.
The survey breakdown
The 2024 edition of the survey will draw on data from Quill & Quire’s 2018 study to allow for comparative analysis—what changes, or lack thereof, have publishing wages in Canada seen in the past six years? The survey will gather detailed data on salary averages by role, years of experience, firm size, and educational background. It will also pit wages against industry demographics, including race and gender identity, alongside labor demographics, such as employment status and department.
The survey, set to launch this September, will be open to all in-house staff, freelancers, and interns in the Canadian book publishing industry. ACP is partnering with the Canadian Publishers’ Council (CPC) and Work In Culture (WIC), to ensure the survey reaches a broad audience of publishing professionals, both at multinational satellites and independent shops.
The economic imperative
Why is this survey so crucial now? The answer lies in Canada’s current economic climate. Canadian consumers and businesses are facing a cost of living crisis, particularly in major cities like Toronto
and Vancouver where most publishers are based. At the same time, the publishing industry is wrestling with historically depressed wages that have not kept up with inflation. With employee turnover on the rise and a generation of publishers aging out of the business, presses are under pressure to offer fair pay to retain talent.
But compensation is not just a financial issue; it’s a cornerstone of equity and inclusion. In 2022, ACP’s Diversity Baseline Survey unveiled a stark reality: low salaries and a lack of transparency in compensation are significant barriers to diversity within the publishing sector. For many, traditional entry paths like unpaid or low-paid internships are simply not viable. In fact, 19% of write-in responses pointed to salary transparency and increases as key steps toward a more inclusive industry.
Addressing these issues is paramount to diversifying the publishing workforce in Canada. ACP’s new salary survey is designed to dig deep into the nuances of compensation across the industry, providing a clear picture of where the industry stands and what gaps it still needs to fill. This information will empower both employers and employees to make informed decisions when it comes to pay. For employers, understanding compensation trends will help in structuring competitive and fair pay scales; for employees, it provides a benchmark to advocate for fair wages.
Looking forward
The ACP’s new salary survey promises to provide a much needed resource for the Canadian publishing industry. Addressing compensation disparities in publishing will set the groundwork for building a more inclusive, sustainable, and vibrant industry.
As the industry braces for this long-overdue survey, the hope is clear: a future where fair compensation is the norm, diversity thrives, and Canadian publishing stands strong and resilient. Hopefully the numbers can back that up.
Dani MacDonald Research & Communication Manager Association of Canadian Publishers
WRITING COMPETITIONS
FBCW LITERARY CONTESTS
Deadline TO SUBMIT: August 30, 2024
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WRITER’S DIGEST POETRY Competition
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CIP FLASH FICTION CONTEST
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WRITER’S DIGEST SHORT STORY Competition
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NEXT GENERATION INDIE BOOK AWARDS
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