by Erin Mitchell
Yesterday, Publishing Perspectives decided, in their infinite wisdom, to publish one of the stupidest essays relevant to book marketing that I’ve ever read. It’s a tirade by one Drew Nellins, a self described “writer living in Austin” who “is is [sic] researching a book about Simon and Garfunkel’s Concert in Central Park in September of 1981,” about the press kit he received with a galley.
While I don’t generally like to drive traffic to stupid content, if you’re inclined to read the essay, it’s here.
If we believe Nellins, when a book publicist sends an extravagant press kit with a galley, this is tantamount to “intellectual bullying.”
Wow. Really? I guess his trash bin is broken.
Reaction to the essay on Twitter was fast and furious. Two of the smartest comments were:
Dear Publishing Perspectives: There are ACTUAL problems facing the bookIndustry. The lowly press kit, however, isn't one of them.
— Colleen Lindsay (@ColleenLindsay) January 19, 2012
and
If a press kit (folder, etc) is sent, it positions the book as a "big book." Would you rather the publicist show up at your office?
— Kathleen Schmidt (@Bookgirl96) January 19, 2012
The truth here is that there is no one right way to create a press kit for a book. The form, format, and content depends on the book itself, and also on the resources available to create and distribute the kit. Sometimes, as was likely the case with HOPE: A TRAGEDY, the publisher decides to invest in more kit materials and printing. Sometimes the author does. And sometimes that’s appropriate.
What is it not, under any circumstances, is intellectual bullying. And if anyone has “gone too far,” it’s not the publicist. Few decisions about book marketing are made in a vacuum.
Also, it is possible—just possible—that the nefarious publicist knew that Nellins is a fan of the author’s work, and therefore included more pieces than s/he might otherwise have done. Perhaps the publicist thought Nellins would appreciate the 11” x 17” color print as a nice cube decoration.
Regardless, none of the pieces in the kit Nellins derides should absolutely not be there. The purpose of a press kit is to provide additional relevant and useful information. Sometimes this information is repetitive, yes, but since when is repetition in marketing offensive? Makes me wonder whether Nellins has ever seen a television advertisement.
So here’s the takeaway:
Press kits are not evil, and the publicists who send them will not be the downfall of publishing. And I hope that Publishing Perspectives considers printing essays from people who have a valid and considered, um, perspective in the future, rather than vapid, mean-spirited and unhelpful rants such as this one.
