To Tour or Not to Tour

July 1999
by Katherine Brandenburg

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To tour or not to tour, that is the question. Book tours are greedy monsters that can quickly consume your entire publicity budget-if you let them. Here are some ideas to consider before embarking on a tour.Making the DecisionAssuming you’re not a celebrity (because if you are, hey, by all means tour), does your book contain a subject that will be newsworthy in other cities? Does it have any timely topics you can use to attract local media attention? If the answer to either of these questions is no, you will quickly realize it when you don’t get any bites after pitching your book to the media in a particular city.

At this point, you are at a crossroads. Either pitch the book again with a new angle, or cancel that city. Without publicity, you’re not going to get any sort of turnout at a booksigning anyway, unless you pay to advertise the event.

However, if the media responds positively to your efforts, confirm your bookings and prepare to sell some books.

Many local television and print media focus only on local authors. However TV and print are the key media you need to make a tour worthwhile. Radio shows are much easier to book, but remember that you don’t need to be in studio for this type of interview. If the only media interested in interviewing you are radio programs, cancel that city, save your money, and do the interview from home.

The primary goal of a book tour is to generate publicity for your book. Ideally, in any one market, you should have at least t…IBPA Members – Click here to view the full article (login required).

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