{"id":17521,"date":"2020-11-04T06:23:00","date_gmt":"2020-11-04T11:23:00","guid":{"rendered":"https:\/\/lisatener.local\/?p=17521"},"modified":"2024-09-30T08:56:23","modified_gmt":"2024-09-30T12:56:23","slug":"virtual-book-marketing-in-a-pandemic","status":"publish","type":"post","link":"https:\/\/jodieburdette.net\/lisatener\/2020\/11\/virtual-book-marketing-in-a-pandemic\/","title":{"rendered":"Virtual Book Marketing in a Pandemic"},"content":{"rendered":"\n\n\n

A pandemic changes all the rules\u2014and the game is now virtual book marketing and events. <\/p>\n\n\n\n

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Publishing has turned upside down. When the virus hit, many authors and publishers scrambled.  They quickly needed a plan B, especially for books about to launch! Two bestselling authors and exemplary literary citizens in the writing community came together and brainstormed a solution to bring books and readers together during the pandemic\u2014virtual book marketing. In that moment there was literary light and “A Mighty Blaze” was born.  Today, A Mighty Blaze has a staff of over 20 volunteers, shining a bright light in this dark time.<\/p>\n\n\n\n

About a Mighty Blaze<\/h2>\n\n\n\n

A MIGHTY BLAZE <\/a>is a social media community and online initiative that helps authors connect with readers to introduce their new books during the COVID 19 pandemic.  New York Times<\/em> bestselling novelists and co-founders Jenna Blum<\/a> and Caroline Leavitt <\/a>created A MIGHTY BLAZE <\/strong>for authors facing canceled book tours and publication challenges to bring authors and readers together daily for digital events including publication day Tuesdays, indie bookstore Wednesdays, celebrity author Thursdays, cocktail party Fridays, social media Saturdays, and giveback brunch Sundays, among other initiatives.  <\/p>\n\n\n\n

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A Mighty Blaze Co-founders Jenna Blum and Caroline Leavitt<\/figcaption><\/figure><\/div>\n\n\n\n

The Mighty Blaze Vision<\/h2>\n\n\n\n

\u201cA book may seem like a small candle in a dark time, but when you put many books together, they make a mighty blaze to light the way for writers and readers to find each other and a way forward in the darkness.\u201d<\/em><\/p><\/blockquote>\n\n\n\n

Here Book Coach Lisa Tener interviews Literary Publicist Laura Totten Rossi, Volunteer and Head of Publicity for A Mighty Blaze about virtual book marketing, the role of A Mighty Blaze and book events during a pandemic.<\/p>\n\n\n\n

Lisa: <\/strong>A Mighty Blaze is catching on, getting attention and building community. Can you tell us more about the response to A Mighty Blaze and its virtual book events?<\/p>\n\n\n\n

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Book Marketing Publicist Laura Totten Rossi<\/figcaption><\/figure><\/div>\n\n\n\n

Laura:  <\/strong>I joined A Mighty Blaze as a volunteer and the Head of Publicity in the first few days of the organization. As author Jenna Blum reminds us, we are building the airplane as we are flying it. It\u2019s been exciting and inspiring and the universal response to A Mighty Blaze has been very humbling\u2014our community was instantly embraced by the publishing industry, by authors, by readers, by publicists, and by bookstores. <\/p>\n\n\n\n

We\u2019ve been featured or mentioned in Publishers Weekly<\/a>, NPR, O The Oprah Magazine<\/a>, Fast Company<\/a>, Vox, The Washington Post<\/em> and even People magazine<\/a>!<\/p>\n\n\n\n

Authors (well-known and first time) thank us daily for saving their books and writing careers.  It\u2019s this ability to help writers that makes our blaze mighty and bright.<\/p>\n\n\n\n

Benefits of a Virtual Book Event<\/h2>\n\n\n\n

Lisa: <\/strong>There are some obvious benefits to the virtual book event\u2014the ease for readers and authors being one of them (you don’t have to leave home) and the savings in travel for the author. Do you think that after social distancing is over people will continue to use online venues such as A Mighty Blaze\u2014is virtual book marketing and events a trend?<\/p>\n\n\n\n

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Roxanne Coady of RJ Julia Independent Booksellers<\/figcaption><\/figure><\/div>\n\n\n\n

Laura<\/strong>:   I\u2019m a reader first and so I love this question!  One of the few gifts of this pandemic is the ability to \u201cattend\u201d author events almost every day and to \u201cvisit\u201d beloved bookstores everywhere.  I\u2019m thankful I can join events online hosted by terrific indie bookstores such as Warwick\u2019s <\/a>(La Jolla, CA), RJ Julia<\/a> (Madison, CT), and Th<\/a>e<\/a> Poisoned Pen<\/a> (Scottsdale, AZ).  I\u2019m enjoying my favorite authors and also discovering new ones.  I have increased my book buying habit by a lot!<\/p>\n\n\n\n

Lisa<\/strong>: Me, too! More than I can read!<\/p>\n\n\n\n

Laura<\/strong>: I grew up as a devoted library lover<\/a> and I\u2019m still a fan of libraries today\u2014they are a slice of heaven for booklovers and more importantly, an essential part of our communities.  The pandemic opened up the ability for libraries to reach many and to engage.  A favorite discovery for me has been \u201cFriends of the South End Library<\/a> (FOSEL)\u201d  a nonprofit organization and the South End branch of the Boston Public Library.  Their author series is diverse and dynamic.<\/p>\n\n\n\n

Virtual Events: A Book Marketing Trend<\/h2>\n\n\n\n

Lisa<\/strong>: So, tell us a bit about the trend in virtual book marketing and events.<\/p>\n\n\n\n

Laura<\/strong>: My day job is public relations\u2014I\u2019m a book publicist and my publicity work (via Laura Rossi Public Relations<\/a> and A Mighty Blaze) includes real time experiences with virtual events  and writers conferences\/festivals.  Bookstores and libraries and organizations like A Mighty Blaze are now experts in online events.  We have embraced Zoom and Streamyard and we know how to handle the tech and production for live book events.  The feedback from audiences, authors, organizations and publishing companies has been overwhelmingly positive. So yes, I think the future of publishing books will include virtual events.  A hybrid model means authors can double or even triple their book tours.  As a book publicist with almost three decades of experience I say it here first, Lisa, and with confidence, a blend or hybrid of in-person and virtual author events will become the new normal for all authors.<\/p>\n\n\n\n

A Couple of Stand-Outs<\/h2>\n\n\n\n

Lisa:<\/strong> There is so much positive here. Virtual book events free up authors to reach more readers, even once the pandemic is over. Can you share a bit about a couple of the virtual book events that stand out for you? Any magical moments during the events that might not have happened in an in-person event?<\/p>\n\n\n\n

Laura:   <\/strong>I\u2019ve enjoyed so many book events online via A Mighty Blaze and also bookstores and libraries.  I\u2019ve loved them all for so many reasons.  There are a few magical moments for me that stand out:<\/p>\n\n\n\n

A Mighty Blaze hosted John Irving LIVE (interviewed by one of our co-founders Caroline Leavitt).\u00a0 During the interview and conversation I had to keep reminding myself that 1) this was THE John Irving!\u00a0 2) I was watching John Irving in HIS HOME! LIVE! There he was in front of me and talking with Caroline and laughing and it felt so intimate and magical that sometimes I think it must have been a dream.\u00a0 It still does not feel real!\u00a0 He opened the conversation talking about how he was a slow reader as a child (like me) and the intimacy and personal moments during this interview saved my sanity during the early days of the pandemic and the lockdown. Anyone interested in this is lucky because they can watch the recording via FB or YouTube.<\/p>\n\n\n\n

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