Making an Offer

I've had a couple of frustrating weeks of late; like all editors, I'm constantly looking to add to my list while managing my current stable of authors, and I recently made offers on a number of different projects.

You've all heard about the challenge authors, agents and editors face in trying to convince a publishing house to acquire a book--not only does the editor have to like it, but she usually has to get other editors (or sometimes a full editorial board) to agree, and she may have to persuade marketing or sales people in addition to her publisher.  Because just getting permission to make an offer can be such a struggle, I often forget that the work isn't over once I have money to offer.  I still have to get the agent to accept my offer...and sometimes that's the tough part.

One of the novels I wanted to buy was a terrific YA book.  This would have been an unusual acquisition for me, since I don't typically do YA, but Pocket (through MTV Books) does, so I pursued it.  Alas, as with many good manuscripts, I wasn't the only one who did.

When most people think about publishing auctions, they imagine the money going up and up until all but one publisher drop out, and the agent and author go with whomever offers the most money.  This isn't unusual, certainly, but there are other ways to make an offer appealing when you don't have more cash in your pocket.  In my case, one of the tools I can sometimes employ is a marketing letter.

This is a way of sweetening the pot without raising a proposed advance.  It can make an author feel more secure about going with a certain publisher because s/he can see a clear promotional plan for the book, from the very moment of acquisition.  (Be aware, however, that not all marketing plans are contractual commitments...although some contracts, especially with major bestselling authors, will include some sort of marketing commitment, in many cases the letters is more of a "serving suggestion," and specifics of advertising or promotion might be adjusted later.)  Some of the things a house might include in a marketing letter could be a promise of 4-color bound galleys or ARCs, a separate galley mailing to targeted buyers, special online promotion, or even certain sales incentives that will help get a book into particular channels, depending on the project.  Because this effort directly benefits the book and improves its chances of success, an author or agent might be willing to come to me even if my advance is a little lower.

Alas, sometimes the larger advance does win out, as it did in the case of the YA novel I wanted.  But still, I left the agent with a great impression of our house and what we could do for a book...and hopefully I'll get the next one!