Chain vs. Indie?

Cricket McRae

 

With the release of Wined and Died last month I’ve been doing the usual promotional activities: guest posting on blogs around the Internet, sending postcards to custom lists – in this case wineries and meaderies – and showing up in bookstores to give talks, read, chat with folks and sign books.

I’m a bit of a signing addict, from the other side of the podium. I once moved to a house near one of my favorite bookstores, Third Place Books, just so I could attend more author talks. During the two years I lived there I went almost weekly to hear writers speak, including Dave Barry, Hilary Clinton, Carl Hiassen, Lewis Black, Ralph Nader and our own Keith Raffel.

I do miss living by that bookstore.

But last week I had my fifth opportunity to perform my dog-and-pony show for my Home Crafting Mysteries at Third Place, and it’s always a thrill. I’ve also appeared at a number of other independent bookstores lately, all welcoming, all with loyal customers and staff who hand sell books.

Before I left for Seattle though, I had a rather discomfiting signing at a local Barnes & Noble store. I sold one book. One. ONE. And it wasn’t even my latest.

I’m not one of those fabulously arresting personalities that draw people like moths. I can’t bring myself to wander the store and track people down in the mystery aisles, thrusting my shiny new bookmarks at them and suggesting they buy my book. But if you put me by the front door of a store, I will spend hours engaging people in a low-key way, feeding them cookies or cheese or homemade bread and butter, showing them how to spin on a drop spindle, and finding out about their lives. I always meet interesting people, often good research contacts, librarians and book club members, and at the end of the day I am usually quite satisfied with my book sales.

Barnes & Noble. One book.

I gotta say, I don’t think it was me. As the afternoon wore interminably on and my feet started to ache (never sit down!) I took notes about what I observed and here’s what I saw:

People used the bookstore to meet people and to get coffee. No books involved.

Nine Nooks went out the door. No books in hand for these folks, but good news for ebooks. Yes, I got two of them to download my first mystery, Lye in Wait, which is free for the Nook until the end of August.

At least fifteen percent of the people who came in the door were either on the phone or madly texting. No way was I going to catch their eye.

Several customers bought school supplies. Who buys school supplies at Barnes & Noble? Well, they did.

A lot of people bought gifts for children – books, games, etc. But no books for themselves. Good for the kids in their lives, though.

Of the customers who bought actual books written for adults, most were non-fiction. I saw three people walk out with three or four genre paperbacks, but otherwise they purchased travel books, how-to manuals, cookbooks, and a few had lists that made me suspect they were buying textbooks.

Oh, and The Help, of course. I’ll have to get around to reading that one of these days.

My publicist says most people who shop at the big chains are going to Borders since everything is cheap cheap cheap for their going out of business sales. Maybe. And maybe there are people who only shop at the chain stores and never venture into the independents. I dunno.

At a couple of my talks in the Seattle area I hijacked the question-and-answer period at the end of my yakking for a few of my own questions. I asked how people felt about e-readers, how many owned one, what kind, and whether they’d buy ebooks from an independent bookstore even if it were a little more trouble. I asked how they felt about self-publishing both as writers and readers (because, of course, there were a bunch of writers in the audiences). And I asked how their reading habits had changed over the last ten years.

Mostly they said that people who like to go see authors in person also prefer to read on paper. Few, if any, owned e-readers or wanted to. It was a small sampling, though, so I’m not sure their answers indicate a trend..

Have you noticed a change in the attendees at author appearances, either as an author or as a fellow audience member? Any differences between chain stores and independent bookstores?

Guest Blogger Elaine Viets

G.M. Malliet

Elaine Viets, author of two national bestselling mystery series, is our guest blogger today at Inkspot.

Publishers Weekly called Elaine's Dead-End Job series “wry social commentary.”

“Killer Cuts,” her new Dead-End Job mystery, is about the intimate relationship many women have with their stylists. Her Josie Marcus mystery shopper series is set in Elaine’s hometown, St. Louis.

Elaine has won the Agatha, Anthony and Lefty Awards.

Today she asks, "Is the book signing dead?"

Premature Burial?

I’ve finally unpacked from a book tour that started April 30 in Arlington, Virginia, and ended two weeks ago at Ponte Vedra, in northeast Florida.

I’m not the only author asking that question. Some say it’s already been answered. Here’s why:
Publishers are cutting back on book tours, even for successful authors.

Fewer bookstores are holding signings. They’re expensive. The stores have to spend money for publicity, signs and staff. When the books don’t sell, stores have the extra cost of returning and/or stripping stock.

Failed book signings cost us writers, too. If we only sell five or six books, it doesn’t pay for our gas and takes us away from the computer.

We know, unless we’re literary rock stars, like Charlaine Harris or Stephen King, we probably won’t draw a huge crowd. Readers can watch TV, see a movie, even sit by the pool. Why pay $25 for a hardcover or buy a paperback for $7, the price of a six-pack – when books and movies are free at the library?

As e-books grow in popularity, book signings may disappear. It’s hard to autograph an e-book.
Right. And computers created the paperless office. That’s why I can barely find my wheezing word processor under the manuscripts, first drafts and letters on my landfill of a desk.
Let’s not hold a funeral for book signings yet.

Yes, I gripe about signings. I’m discouraged if I get a poor turnout. But I’d miss them. I’m a part-time hermit. I need to get away from people while I write. For four to six months, I stare at the computer and live on canned tuna. It’s a sorry life when the cat is howling for my lunch.

But when the book is done, I emerge from my cave for five or six weeks. That’s when I meet readers and talk to the booksellers who hand-sell my novels.

For me, signings are a celebration. My fifth Dead-End Job mystery, “Murder Unleashed,” was my first hardcover. It was launched with a party at Bone Appetit, the Fort Lauderdale dog boutique where I’d researched this job. In St. Louis, at a benefit signing at Three Dog Bakery, we had a “Best Dressed Dog” contest. A Lab in a hula skirt won. Personally, all Labs do the hula when they wag their tails.

Murder by the Book, the independent Houston store, invited Caring Critters, a volunteer group who bring their dogs to hospitals and other institutions. This was the only book tour where half my makeup was licked off by the end of the signings.

You miss those experiences when you download an ebook.

Now signings are evolving into events with presold books.

Joanne Sinchuk, founder of Murder on the Beach in Delray Beach, Florida, has author luncheons. Joanne partners with two nearby restaurants for fixed-price lunches. A group of 20 or more – often a charity, literary or social club – makes reservations with Joanne. For $25 or $32, each person gets lunch and a paperback.

The group goes to lunch first. Then I join them for the author talk.

Another local indie, Well-Read Books, has a similar program. For $35, the readers get lunch and a signed copy of “Killer Cuts,” my latest hardback.

A traditional author luncheon eats half my day. The new ones take less of my time. I live half an hour from the stores. I show up after the lunch, give my talk, sign the books, then go home.

Some writers say it’s not worthwhile to sell 20 or 30 paperbacks. But I have eleven novels in my backlist, and these talks keep them moving. The mystery Joanne Sinchuk features most often, “Shop Till You Drop,” is now in its twelfth printing.

Photo is of Elaine and Lulu, the "Murder Unleashed" dog.

Bring Cookies

Cricket McRae

In the wake of the release of Spin a Wicked Web I've been doing a lot of signings. You know the drill.

Many authors hate signings, citing the lonely and depressing aspects. And there's plenty of advice about how to get attention during signings. One woman I know walks around the store passing out bookmarks and practically demanding people buy her books. Another has a life-size dummy of one of her characters sitting in the chair beside her.

Some folks like to sign with other authors so they have someone to talk to. It's especially nice if you're doing some kind of panel discussion or presentation that will attract attendance. And let’s face it: It is a lot of fun to sit around and talk to your fellow authors, and you get to leverage off their fans.

But I like signings on my own, too. Sometimes one person is more approachable than two or three. When I’m alone, I’m talking to anyone who walks by – even if it’s not about my books. Eventually, it becomes about my books.

Here are a few other things I try to keep in mind:

Send out information about the signing to local media, friends, family, various personal web pages and social networking sites, professional organizations, community calendars, booktour.com and upcoming.yahoo.com, and post the event on Craigslist the day of (I don’t know how effective the Craigslist postings are – anyone else try it?). This seems like a big DUH, but a lot of people don’t do it. And it is time comsuming

Make sure there’s plenty of signage by the front door or in the front window (I try to always send posters at least a week in advance) and a big sign on the signing table that shows the book cover and says that I’m the author. Me, me, me. Even with the sign, people look straight at it and then ask if I know where to find the latest Twilight book.

Talk – about your books as much as possible, but also about other books, what the customer likes to read, about the weather, about writing, about whatever. Often, and sometimes inexplicably, this leads to a sale. Plus, you get to meet lots of fascinating people, which I find is a way to fill my creative well. I also find experts for future research. And yes, sometimes I feel like a greeter at Walmart.

Give people something to take away, whether they buy a book or not. There are tons of unique giveaways, from lip balms to flower seeds to bullet casings. Most are a bit of an expense, though. I know authors who have brochures made, but that feels like overkill to me. So I focus on bookmarks and business cards. My business cards are actually 2½”x3½”trading cards, slick and fun to handle, with my book covers on one side and my contact info on the other.

I also take copies of my all-purpose media packet which includes a short blurb about each book, ordering information, a page of reviews and endorsements, and my bio with picture. I don’t give them to everyone, but if someone from a school or a library or book club comes by I have them ready.

Stand up. Standing puts you on eye level with people walking by, which makes an author both more accessible and harder to discount.

Bring cookies. Seriously. Every time I bring a plate of homemade oatmeal molasses cookies to a signing, by the end of the day I’m hoarse from talking to people. Lots of people have a cookie and don’t buy a book, but you never know. Men who would never have bought a home crafting mystery stop by for a cookie, then later bring their wives over to talk to me. One woman came up to the table and said, “My husband sent me over for one of your cookies because he wants another one and doesn’t want you to think he’s a pig.” One thing led to another – and she bought a book.

Don’t think about selling anything. Seriously. It takes all the pressure off, and it’s a lot easier to talk to people. They can sense it, too. The less I try to sell, the more books go out the door.

And finally, those stares that go right through you, the sudden veering away from the signing table when someone sees you there with a pile of books, the “No!” in the middle of your hello – don’t take any of it personally. People have bad days. People are in a hurry. People get tired of being sold to. People are short on money. Most are nice as pie and generous with their time. Concentrate on that huge majority and let the few exceptions slide right off your psyche.

What have you learned from signings? Any hints, tips or advice? Anything you’d tell the rest of us NOT to do? Do you even think signings are a worthwhile use of an author’s time?

Inkspot News - January 17, 2009

G.M. Malliet will appear on a panel with other Chesapeake Crimes 3 anthology authors at the Urbana Library in Frederick, Maryland, at 2 pm on January 18 to discuss her novel and her short story in the collection. Anthology authors are: Mary Ann Corrigan, Carla Coupe, Meriah Crawford, Barb Goffman, Sasscer Hill, Mary Ellen Hughes, K. B. Inglee, Peggy Jaegly, Clyde Linsley, C. Ellett Logan, G. M. Malliet, Carolyn Mulford, Jayne Ormerod, Shelley Shearer, and Marcia Talley.

On January 24, G.M. Malliet will be part of an all-day mystery event in Middleburg, Virginia, hosted by the Books & Crannies bookstore.

Deborah Sharp will talk about her mystery debut, Mama Does Time, Jan. 24 on the Thrills and Chills mystery panel at BookMania!, in Stuart, Fla. The panel meets at 4 pm. The 15th Annual BookMania! event at the Blake Library lasts all day, and features some two dozen nationally known authors in discussions, readings and signings. Deborah's co-panelists for the mystery portion include Alafair Burke, James Swain, Hallie Ephron and Lisa Unger.

Inkspot News - September 13, 2008

There is a lot of news from the Midnight Ink authors this week:

Sue Ann Jaffarian will be speaking in northern California this next week at the following events:

September 15, 2008 - 12:00 p.m.
Women in County Government
400 County CenterHall of Justice
Redwood City, California 94063

September 16, 2008 - 6:00 p.m.
San Mateo County Legal Secretaries Association Hospitality Dinner
Dominic's at Poplar Creek Restaurant
1700 Coyote Point Drive
San Mateo, CA94401


Joanna Campbell Slan will be Dennis Griffin's guest on Meet the Author, Tuesday, September 16, at 8:30 EST. Dennis will be asking her about her new book Paper, Scissors, Death. You can hear the show by going to http://www.blogtalkradio.com/dennisngriffin If you've never listened to Blog Talk Radio before, you might want to visit a few minutes before the show and register as a listener. You'll be able to text in questions and comments. The show will be archived on the site shortly after it runs and can be played back as a podcast or downloaded.


G.M. Malliet's Death of a Cozy Writer and Cricket McRae's Heaven Preserve Us have both made the August bestsellers list of the INDEPENDENT MYSTERY BOOKSELLERS ASSOCIATION (IMBA).


Terri Thayer, author of the newly released Old Maid's Puzzle and Stamped Out, is hosting a launch party on Saturday, September 20th from 1-4. The party will be held at the Heguera Adobe, Wessex Place in Milpitas. Food, fun and books will be available. Two author talks, one at 1:30 and one at 3:30pm. Stamping techniques will be demoed by Holly Matubas. Join us!

A second party will be held Sunday, September 21st at Always Quilting from 1-4pm. Author talk will be at 2:30.

Terri will be guest blogging at Bookends LLP blog on Wednesday, Sept 17th. Stop by and see why September is my favorite month. Leave a comment.
http://bookendslitagency.blogspot.com/


Felicia Donovan, author of THE BLACK WIDOW AGENCY Series, will be at several signings in the coming week. She will be at the Exeter, NH Public Library on Wed, Sept. 17 at 6:30PM, The Stratham, NH Public Library on Thurs, Sept. 18 at 6:30PM, and the Tuftonboro, NH Public Library on Sat. Sept. 20 at 10:30AM. For more information and directions, please visit http://www.feliciadonovan.com/