No Free Launch: Publicity Firms & Their Fees

June 1999
by Brian Jud

« Back to Independent Articles

(Editor’s Note: Be aware that prices vary depending on the PR agency that you are dealing with. Also, getting on a show doesn’t cost anything if you do it yourself!)

An effective way to get a new book off the ground is through exposure on radio and television. While some publishers schedule performances by contacting the media directly, others use a publicity firm to organize their appearances.A publicity firm is an organization that arranges publicity for people and charges a fee for its efforts. The major advantage of using a publicity firm is the knowledge its employees have of the various shows and the established relationships they have with show staff.Two Basic Approaches
to Fees
There are two ways in which publicity firms charge for their services. Some work on a retainer by assessing a flat monthly fee. This could be up to $5,000, for which you should receive an unlimited number of engagements. The negative side is that you pay the same fee every month regardless of the number of appearances arranged for you.Most independent publishers consider it impractical to pay a monthly retainer without any guarantee of results. They typically opt for the second way publicity firms charge for their services, which is via a “per-placement” fee. This alternative can be more cost-effective because you pay only if you are booked on a show.Pay-per-placement agencies charge an advance administrative fee which can range from $2,000 to $3,000. This usually includes an ini…IBPA Members – Click here to view the full article (login required).

Join Today!

« Back to Independent Articles

How to Get Involved!
Marketing Opportunities

From mailings to exhibits, see how IBPA's marketing programs help you grow your sales.

Educational Opportunities

Attend a seminar, ask an expert, and get more free advice with our educational programs.

Become a member

Access exclusive members-only benefits starting at just $10.