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The Magic of Cross-Promotion How To Do It Frugally Style

A Retrospective of the Doings at the LA Times Festival of Books

Thursday, August 23, 2007

West Hollywood Logos/Superbanners/Blurbs Available Plus a Tip!!

Yeah for tips!! But I'm coming to that.

As those of you have participated (signed, displayed or been a part of our catalogue, CD or video/slideshow program) know, Authors' Coalition provides training in book promotion and booth management. Both here on this blog and in person. Sometimes we even pass ideas on from very sharp fair coordinators or program directors as you see below in a letter I sent out to our West Hollywood Book Fair group. And, yes, it seems a small thing, but small things add up. Here it is:

Dear Authors' Coalition Booth Participants:

Below you will find a letter from Roz Helfand, the West Hollywood Book Fair coordinator, along with the attached fair logo, a superbanner and blurb. She encourages you to make anything you use on your website clickable to the fair site. I'm glad she reminded me to remind you.

I also understand that booth numbers will not be assigned. I am not going to worry about this. We have a double booth and it will be lighted as AC Booths always are when electricity is available. This fair committee does a wonderful job with their programs/guides. Visitors will have no trouble finding us if you mention that you will be in the Authors' Coalition/Red Engine Press booth.

Carolyn Howard-Johnson

Friday, August 17, 2007

West Hollywood Fair Administration Offers Promo Materials!

Rarely does a book fair offer its participants promotion materials. The West Hollywood Book Fair does!

Here is a note from Corey Roskin, the author coordinator of the WHBF. Please follow through by giving Roz Helfand your hoped-for number of postcards and bookmarks. Please do not ask for any more than you will use. Here are some tips:

1. Take the bookmarks to your library, your dentist, your corner grocery store etc. But first staple you business card to each one. That way you advertise YOU, your book and the fair. The book marks are little freebies. People will pick them up because they can be used. Don't leave too many. You'd rather they run out than waste them. Maybe 15 to 25, depending on the kind of reading traffic you get.

Use labels to attach to the post cards so they become personal invitations to your signing time and our booth. As yet, we do not have a booth number.

A couple of our participants don't live locally. They can still use the postcards to invite people they know who live in the Southern California area. Walt, are you listening? (-:

Don't forget to give Roz the number you'd like to have (she may or may not be able to honor your request. And give her your address.

If you have other ideas for using these promotion materials please add them under comments on this blog. See below in beigey-orange font.

Those who would like to learn more about the Authors' Coalition-sponsored book fair booths may e-mail to receive my newsletter at Put "Subscribe" in the subject line. Authors who receive this letter learn first about all our new perks.

Sunday, August 12, 2007

Your Fair Media Release Template Whether You're Part of the West Hollywood Fair or Not.

This is your media release template. It is something you can use as a guideline, even if you're not part of Authors' Coalition or the West Hollywood Book Fair.

How Do I Make This Release My Own

You'll see that this release is written as if it were mine. Here are tips for utilizing the template. Those participating in the AC booth at the West Hollywood crows may adjust accordingly, but so might others:

1. You substitute your name for mine, trading it out from the list so mine is substituted for yours.
2. Insert your own bio template where mine is. Try to keep it short in best media release form and offer a link to your media kit for more information (or, if no link exists, offer to send it by attachement upon request as you see at the bottom of the release.
3. Do NOT send any release by attachment first time around. Most news outlets will not open e-mail with attachments. Also keep in mind that when you list exceptional accomplishments of a few other authors besides yourself you add credibility to your release.
4. Include your phone number (not shown here). Busy editors often cannot wait for answers by e-mail.
5. And, of course, use your OWN contact information. I can't answer questions about YOU intelligently. (-:

Or feel free to write your own media release. I am providing this template as a service only. For more precise instructions on writing media releases, varying them, getting a tad more creative, etc., refer to your copy of The Frugal Book Promoter: How to Do What Your Publisher Won't. Or find it on Amazon.

For your own release, use you name in the headline, especially for contacts with your local press. Also mention the town you live in for releases going to your local media.

What Do YOu Do with a Release

And, no, it isn't too early to send out a release. If you do it early, you can send reminders later. Send to:

1. local media
2. all your contacts, fans, even those who have already bought your book. You wouldn't want your old fans to think you are getting lax, would you? Just tell them in an introduction to circle their calendars.
3. the Internet groups you belong to ( kinds of discussion groups)
4. at least a couple of the free media release disseminators like Find a list on my site Click on the Resources for Writers link at the top of the page and scroll down to the list. I've even give you ultra-mini reviews of each of these sites. You are welcome to pay for additional services on these sites but IT IS NOT NECESSARY.
5. Post your release in your media room on your site. If you have no media room, consider getting one. In the meantime, post your most recent release(s) somewhere convenient. Or just use the material from your release to make a brief announcement. And, yes, be sure to includ the TIME you will be signing in your own releases and and on your website. That obviously doesn't work as well for a general release.


Contact: Carolyn Howard-Johnson

For Immediate Release

New Books Launched at West Hollywood Fair

Carolyn Howard-Johnson will introduce and sign her newly-released The Frugal Editor: Put Your Best Book Forward to Avoid Humiliation and Ensure Success at the West Hollywood Book Festival on Sunday, September 30, 2007 from 10 A.M. to 6 P.M at the West Hollywood Park, 647 N San Vicente Blvd.West Hollywood, CA 90069. Look for the Authors' Coalition and Red Engine Press booth.

Carolyn will also present "Reach for Your Dream: Prepare for Publication the Professional Way" at the fair's writers pavilion at 1 pm.

Other authors signing are Carol Wood, Janet Goliger, Christine Alexanians, Kevin Gerard, Margaret Danielak, Erica Stux, Leora Krygier, Walter Brasch, Jay Bern, Sona Ovasapyan, Michael Wallach, Nance Rosen ,and Carol J. Amato. Featured books include everything from nonfiction to poetry to genre fiction.

Howard-Johnson is also the author of This Is the Place, Harkening: A Collection of Stories Remembered, and Tracings, a chapbook of poetry. All are multi award-winners. She is an instructor for UCLA Extension's Writers' Program and has shared her expertise on publishing and writing at venues like San Diego State's world renowned Writers' Conference and Call to Arts! EXPO. She was recently awarded Woman of the Year in Arts and Entertainment by the California Legislature.

Learn more about Howard-Johnson at and

More information on the West Hollywood Book Festival may be found at. Both the fair and the presentations are f r @ @ to the public

For a schedule of author signing times go to .

Learn more about Authors' Coalition at

Support material available on request

Saturday, August 11, 2007

Author Signing Times at the West Hollywood Book Fair

This is the signing schedule for the 2007 West Hollywood Book Fair on Sunday, September 30, 2007 from 10 A.M. to 6 P.M at the West Hollywood Park, 647 N San Vicente Blvd.West Hollywood, CA 90069. Look for the Authors' Coalition and Red Engine Press booth.

10 am
Carol Wood and Walter Brasch (Carolyn Howard-Johnson Standing in for Brasch)

11 am
Janet Goliger and Jay Bern

Christine Alexanians and Sona Ovasapyan

1 pm
Kevin Gerard and Michael Wallach

2 pm
Margaret Danielak and Nance Rosen

3 pm
Erica Stux and Carol J. Amato

4 pm to 6 pm
Leora Krygier

10 am to 12:30 and 2:30 to 6 pm
Carolyn Howard-Johnson and Joyce Faulkner (note, these two authors will not have signing stations but will be available to sign their books.)

We hope to see many many readers. Writers! Drop by to see how Authors' Coalition has developed a successful booth format using value-added promotions. Carolyn Howard-Johnson will moderate a panel on publishing at 1 pm. at the writers' pavilion. Joyce Faulkner is one of the panelists.

A media release is available on request from Carolyn at

We hope to see many readers at the fair. Writers! Drop by to see how Authors' Coalition has develped a successful booth format using value-added promotions. Carolyn Howard-Johnson will moderate a panel on publishing at 1 pm at the writers' pavilion. Joyce Faulkner is one of the panelists.

Friday, August 3, 2007

General Call for West Hollywood Book Fair Participation

Dear LA Area Authors:

Authors' Coalition has a few more opening for one-hour signing times at the West Hollywood Book Fair on Sunday, September 30, 2007.

Here are the benefits:

1. You get a time to sign and sell your book at the West Hollywood Book Fair, one of the fairs trafficked by Hollywood types including directors, producers, etc.
2. When you are not signing your book will be on display with order forms.
3. The booth will be a big showoff for you because it is:

a. a double booth
b. includes lighting
c. includes authors with GREAT cross-promotion instincts
d. the fee is lower than some fairs

4. Your $80 fee includes:

a. signing time
b. book display
c. a silver membership in Authors' Coalition (see for the many perks of that membership)
d. the efforts of other motivated, promotion-minded authors. We all benefit from the efforts of the others.
e. personal (e-mail) guidance from me for your promotion efforts
f. we provide free books to be given with the sale of each signer's books, a nice encouragement for your fans to buy for the holidays early.
g. free promotional CDs are given to fair visitors to attract them to our booth
h. a video/slideshow will be running in the booth to attract visitors

6. If you are already an Authors' Coalition paid member, the cost is only I$60 for an hour. All those who participated in the last AC booth are already members.

So, for those who want to sign in West Hollywood on Sept. 30 (a one day fair only), this is what you need to do.

1. It is late so contact me at I'll give you an address for payment and will schedule you immediately.
2. Participation will be awarded on a first come, first served basis. There are only a few signing spots left, but they are all good times. I don't schedule for the last hour of the day, as an example.

Note: All signing authors and those who display are not encouraged but expected to promote. This is why our booths work better than others and better than going it alone. It is called cross-promotion. We will consider that if you participate in our AC/RedEnginePress booth, you will send out media releases, invite Southern California booksellers and librarians and utilize your personal list of anyone you know who lives anywhere from the Mexican border to San Francisco to the fair.

If you have questions regarding this e-mail, please post here and I will answer. We will all benefit from having all questions public--yes, even when I boo-boo. If you wish to unsubscribe from getting notices of any of my book/oriented events in the future, please just let me know.

Directors of Authors' Coalition are Pat McGrath Avery and Joyce Faulkner.

Very best,
Carolyn Howard-Johnson
Founder Authors Coalition

Some of you may already be set to display at the fair because you qualified for that when you chose to participate in both the catalog and the CD program at the LA Times Festival of Books in April. If you wish to sign as well, there will be an additional charge.