The Power & Cost of Publicity

March 1999
by Jan Nathan, PMA Executive Director

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Here’s a question I asked of the members of the PMA-L list regarding publicity: “When you’ve had a limited amount of dollars to spend on PR for your book or author, what have you done? Perhaps some of you out there can share with the rest of the list your best use of PR dollars. Please give both the program you used and the results you achieved. Thanks for sharing this info.” Here are some wonderful responses from some of the members of the list:

Those of you publicizing books should take advantage of the immense power of print newsletters. You can really target your message, and sometimes they’re much easier to get into than many newspapers and magazines. An excellent resource is The Oxbridge Directory of Newsletters at You’ll find info on more than 18,000 newsletters, by category. Listings include names of editors and contact info. Another great tip is to make your pitch to e-zines (online magazines and newsletters), many of which are hungry for material. You can find information on almost 2,500 e-zines at John Labovitz’s well-organized and user-friendly Web site at It’s updated monthly. Search by topic. If you have problems accessing this site, keep trying. I’ve encountered glitches from time to time.
Joan Stewart
Media Relations Speaker, Trainer, Consultant
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