1. Publicity and Publishing Today - The Battle Between Old
School Versus New School
Up until this point, the world wide web was for those techy-geeky folks and had no real
impact on book sales. But now Amazon.com, print-on-demand, viral marketing messages,
social media and powerful online communities have leveled the playing field.
Bookstores, agents, fat clunky press kits and publicists scoring traditional media are not the
keys to an author's success anymore.
There are tons of self-published or independent books that have made history - and
surprised the publishing world. Like The Shack, a Christian novel by William P. Young was
originally self-published in 2005. And as of February 2010, over seven million copies in print
worldwide, spent seventy weeks holding the number one spot on the New York Times
bestseller list, and it continues to remain in the top ten to date.
The success of The Shack demonstrates what word-of-mouth and community networking
can do for a self-published book, but more interestingly, the market strength of religious
books in the United States, within and without the book publishing industry.
So let's compare old school and new school way of doing things:
Old School: Traditional hard and soft-cover books
New School: Digital books, ebooks, Kindles, iPad and other wireless reading devices are on
the way!
Old School: Book tours
New School: Blog tours & webinars
Old School: Getting reviews in magazines and newspapers
New School: Getting reviews on Amazon and in book communities where readers hang out
like Shelfari, goodreads, librarything.com, rawsistaz and more
Old School: Web 1.0 (webmasters needed for HTML and complicated stuff)
New School: Web 2.0 (freedom - just a blogger blog or WordPress.com blog) Two-way
communication!
Old School: Mailing out ARCs, books and big press kits

2. New School: EPK(electronic press kits) and ebooks
Old School: Media Escort
New School: Virtual Assistant
Old School: Press releases emailed and mailed to media
New School: SEO press releases sent or using online media matching service like Pitch Rate
or Reporter Connection
Old School: Printing, stamping and mailing newsletters to mailing list accumulated over the
years
New School: Capturing emails of interested readers using an "opt-in" database program like
AWeber
Old School: TV interviews
New School: Creating book trailers, viral videos and streaming LIVE online
Old School: Authors visiting reading groups and libraries
New School: Teleconferencing or streaming live to many groups at the same time from the
comfort of your home via Skype or a bridge line
Old School: Postcard mailings to readers, bookstores and organizations
New School: Eblast postcard to thousands using email marketing services like
Goodgirlbookclub, BlackGospelPromo, ChristianPRGroup or DetroitGospel
Old School: Radio Interviews
New School: Podcasts and internet radio shows (heard online or downloaded via itunes)
Old School: Magazine features
New School: Ezine Features
Old School: Writing a column in newspapers
New School: Syndicated articles submitted on article directories like Ezine using keywords
and generating web traffic or writing a regular blog

3. Old School: Stigma that self-published books "didn't cut it" and that's why they're not with a
major house
New School: Savvy self-published authors are doing it big, getting noticed, making money
and living a successful career doing what they love - writing!
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