If you are associated with a university or other institution, find out what marketing resources they offer. Many universities and academic departments have communications staff and can conduct an audio or video interview or send out a press release. Ask if they have local media contacts they can reach out to. Pitch your book in your alumni magazine.
When we ask readers to tell us where they’ve learned about our books, many say that they discovered a book via a listserv or a moderated online forum where specialists connect with one another. H-Net Online, for example, is a popular network of discussion groups in the humanities and social sciences. Many academic societies and organizations maintain their own listservs as well. Listservs are not public, but joining and announcing your book on a relevant listserv is a way to get the word out to a target audience. See our recommendation for a sample listserv announcement.
Academia is a network used by academics and researchers to share their research, papers, and books. It is a great way to spread the news about your new book among your colleagues and other interested academics. You can even make an excerpt available to your network through Academia.
LinkedIn is a professional networking site that allows you to build an online resume and connect with colleagues and classmates who may be interested in your work. It enables you to broadcast professional achievements, such as the publication of a book, to millions of active users. Once you build your profile and add contacts, you can promote your book through your LinkedIn network or groups.
Goodreads advertises itself as the “world’s largest site for readers and book recommendations.” Its mission is to help readers discuss and share reviews of books they’ve read. Many authors maintain their own personal pages and use Goodreads to connect directly with readers. As a member, you can
About.me lets you quickly build a simple and elegant personal home page with links to your different social media profiles. The site allows you to gather your online footprint into a single, easily constructed landing page. Think of it as your business card 2.0.
An op-ed can bring attention to your book’s argument, particularly if your subject is topical or controversial. Guidelines for writing and submitting op-eds are generally listed on a newspaper’s website. You can target your local paper, newspapers in areas related to your book, or national papers, though competition is stiff at, for example, the New York Times and Washington Post.
If you submit an op-ed and it doesn’t get picked up, you can post the piece on your own blog or submit it for publication on the UC Press blog.
Former LA Times op-ed editor Nicholas Goldberg provides a useful introduction to op-eds in “Op-Ed, Explained.”
The Op-Ed Project offers several resources:
You might also explore these sites: