Author events are a core staple of public library programming, and represent a critical component of an authors’ platform to engage fans and new readers alike. Since many libraries often work directly with authors, publishers aren't always aware of their events' full impact on discovery and sales. In this session, Guy LeCharles Gonzalez, Project Lead for the Panorama Project, shows how public libraries can effectively track, measure, and contextualize the full monetary value of their marketing efforts for publishers and authors. The presentation includes key insights from the 2019 Library Events & Book Sales Survey, and a preview of the Library Marketing Valuation Toolkit.

1. How to Measure the Value of Library Marketing
on Book Discovery & Sales
Guy LeCharles Gonzalez, Panorama Project
June 25, 2020

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Guy LeCharles Gonzalez
Project Lead,
Panorama Project
• Twitter:
@glecharles

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Panorama Project
The Panorama Project advocates for
purposeful cross-industry collaboration and
transparency to more accurately evaluate
and measure the role public libraries play in
the book business.
• panoramaproject.org
• @panoramaprojorg

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Key Initiatives
Community Reading Event Impact Report
Reader’s Advisory Survey
Library Events & Book Sales Survey
COVID-19 Impact on Public Libraries Survey
Immersive Media & Reading 2020

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Key Findings
• Libraries produce a wide variety of book-related
events beyond the typical author reading or book
release party, including writing workshops that help
nurture future authors.
• These events not only drive additional sales to the
library itself to support increased circulation of
featured titles, the overall marketing impact also
drives unmeasured sales through local booksellers
and online retailers.
Library Events & Book Sales Survey

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Key Findings
• Authors are more likely to bring their own books to
sell at library events, while many libraries will also
order them through a local bookseller.
• Relatively few work directly with a publisher,
suggesting most publishers are unaware of library
events' direct commercial impact.
Library Events & Book Sales Survey

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What percentage of authors featured at
your events are local vs. touring?
Local
72%
Touring
28%

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69.6%
62.6%
57.3%
53.8%
50.9%
48.0%
47.4%
46.2%
41.5%
40.4%
15.8%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Traditionally published
Nonfiction
Self-published
Genre (Romance, Mystery, Sci-Fi, etc)
Children's
Debuts
Literary
Award-winners
Recent Bestsellers
Young Adult
Other (Please specify)
How would you describe the authors
who have participated in your events?

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Librarian Feedback
• “Many of our authors have a book on a specialized topic and
are not widely known… They generally manage their own
bookings, travel arrangements, etc. We have in a few cases
worked with a local organization, our local university, or some
other group to bring an author to our library. Generally we go
with the method that fits best for the particular program or
author.”
• “Most of our authors are locally-based, and either self-
published or with small presses that require them to handle
their own bookings.”
• “It is easier to get new and local authors. There are less fees.”

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Library Events & Book Sales Survey
• 46% of libraries sell more than 25 copies/book
at their events.
 29% reported selling more than 100 copies at their
best event in 2019.
• This suggests library events reach a consistent
audience of borrowers who are also buyers.
Key Findings

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66.0%
57.5%
48.4%
37.9%
35.9%
26.1%
22.2%
0.0% 20.0% 40.0% 60.0% 80.0% 100.0%
Maintain relationship with the author
Survey event attendees for feedback
Provide feedback to the author
Maintain relationship with the publisher/publicist
Track impact of marketing on event attendance
Provide feedback to the publisher/publicist
Track impact of marketing on the circulation of related books
After an event, which of the following
does your library/library system
typically do?

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How Much is a Library’s
Platform Worth?
READER
MAGAZINES
WEBSITES
EVENTS
BOOKS
SOCIAL
SEARCH
EMAIL
IRL
REVIEWERS
PUBLISHERS
AUTHORS
BLOGS
EDUCATION
ASSOCIATIONS
BOOKSTORES
LIBRARIES
HOW FAR DOES YOUR PLATFORM REACH?

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Develop a Media Kit
• Define your audience
 Population served, Channels
• Position your platform
 Materials budget, Format mix,
Circulation trends, Local partners
• Compare your platform

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Define your audience
• Population Served
 Demographic breakdown
• Channels
 Physical metrics
 Website metrics
 Email metrics
 Social metrics
 Event metrics

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Position Your Platform
• Materials budget
 Print, Ebooks, Audio
 Other non-book materials
• Circulation trends
 Formats
 Categories
 Authors
• Local partners
 Media
 Bookstores
 Organizations

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Compare Your Platform
• Local Media
 Print
 Online
 TV
• Facebook
• Google

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Librarian Feedback
“We typically purchase all of the author's works
prior to the event if we do not already have it. And
if we do, we get some new copies and fill in any
holes of their works.
We display the authors works prior to the event to
help market. We highlight our ematerials as well
as the physical books so people can get it on
their preferred platform.

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Librarian Feedback
"We create a dedicated email for every author
program, big and small. As we publicize, in
addition to registrations, we will see circulation
and circulation holds tick up for our authors.
We link all books in our email and online publicity
to the card catalog, making it easy for patrons to
read more about the book, see backlist titles (if
applicable) and place holds which impacts our
purchasing for the library."

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Librarian Feedback
"We are the only source for books. There is no
bookstore."

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Marketing Valuation Toolkit
Later this year we will produce a Library
Marketing Valuation Toolkit which will identify best
practices for producing and marketing events,
and specific tactics libraries can use to calculate
the full monetary value of their readers' advisory
and marketing efforts to publishers and authors.
It will include a template for building a customized
media kit.

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Panorama Project
A cross-industry, data-informed research
initiative focused on understanding the
impact of library holdings on book discovery,
author brand development, and sales—the
Panorama Project is an open membership
initiative.
Contact us to get involved:
info@panoramaproject.org