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Getting Newspaper Coverage Off the Book Pages

Did you know there are 1,730 newspaperscould skyrocket to stardom virtually
published daily in the United States? Theyovernight. If you live in a major city, check
have a combined circulation of nearly 62the phone book for local editorial offices.
million people. And reviews are only one wayOtherwise, contact the Associated Press (AP)
of using them.Targeting Specialat 50 Rockefeller Plaza, New York, NY 10020,
SectionsThroughout the year, newspapers putphone 212-621-1500; United Press
together special supplements, which can beInternational (UPI) at 1510 H Street, NW
another bonanza. These are topic-specific:Washington, DC 20005, phone 202-898-8000; and
seniors, health, automobiles, gardening,Reuters at 3 Times Square, 18th Floor, New
college, investment, etc. Find out what'sYork, NY 10036, phone 646-223-4300.Hitchhike
planned for your major daily."Lifestyle" oron Current NewsOne of the best ways to get
"Trends" sections, known in the old days asinto the news is to hitchhike with another
the "Women's Pages," are often a good bet.item of current interest. When President Bush
Other more specialized sections (Business,put Linda Chavez up for Secretary of Labor,
Real Estate, Sports) may also welcome you,the controversy heated up when it came out
depending on the subject of your book.she'd had an illegal alien living in her
Frankly, you're usually better off in specialhome, doing miscellaneous chores, and had
sections. It takes a true book-lover togiven the woman money. Kathy Fitzgerald
digest the book review pages, but all kindsSherman, author of A Housekeeper Is Cheaper
of folks read the other sections. Gardeners,Than a Divorce: Why You CAN Afford to Hire
for instance, will have their noses buriedHelp and How to Get It jumped on this
(no pun intended) in the gardening sectionissue.Perhaps your book solves a problem that
but would seldom discover your book abouthas just hit the headlines. Such was the case
organic gardening if it were only discussedof one clever author who had written a book
in the book pages.Let's say you have a guideon how to stop snoring. One day his newspaper
to child raising. Every major newspaper hasvigil uncovered an obscure two-liner about a
an education writer or editor. Articles inpending divorce. It seems the poor harried
this section are read by both parents andwife could no longer tolerate her snoring
teachers. David Cole suggests you target thespouse. A long-distance call to the presiding
papers with circulations over 100,000 (therejudge, a couple of bottles of booze, and an
will probably be about 100 of them) and sendovernighted book resulted in a front-page
a series of short 300-word articles extractedspread with pictures. The judge felt this
from your book for one-time use. Make surebook could save the marriage. Picked up by
you include "how-to" tips and providethe wire services, the word spread swiftly;
illustrations if possible.Surely you haveand the book went into four printings.This is
looked with awe and maybe envy at full-pageone story of many that confirm the value of a
spreads about authors and their books,"news peg" and the hitchhiking principle.
complete with numerous photographs. Worth aWith a bit of inventive brainstorming, we bet
lot? Bet your sweet bippy it is! Don't buyyou can think of lots of ways to link your
into the idea that only famous best-sellingbook with news items. Don't overlook writing
authors get that kind of coverage. 'Tain'tan op-ed column as a vehicle for exposure
so.William Zimmerman would testify to that.either.When something breaks in your topic
He's had spreads in the Washington Post,area, immediately contact key media
Business Week, and the New York Times.personnel. You want to establish yourself as
Zimmerman, founder of Guarionex Press, whicha subject matter expert. While the media may
published his How to Tape Instantnot use you this time, chances are you'll
Biographies, comments, "I've shown how youeventually get ink and air time if you're
can leverage no money and gain a lot ofpersistent about staying visible when things
national attention and sales." The Timesoccur in your area of expertise.To link with
feature about him prompted two thousanda breaking news story, you, of course, have
inquiries replete with countless orders forto know about it. If you're serious about
his book.The successful author-publisher hasattracting more than your share of print,
staying power. Tenacity. Persistence. Billradio, TV, and Internet coverage, you must
Gordon, author of The Ultimate Hollywood Tourread the newspaper first thing every morning.
Book, pitched no less than thirteen differentI (Marilyn) have bookmarked the home page for
reporters at the Los Angeles Times before hethe Washington Post. You can read it free
got one to do a story. It first appeared inonline by going to (And if you want to start
the Orange County section . . . then hit allyour day with a chuckle, go to where a spoof
the metro pages a week later.Print medianews story mocks the real thing.)Tie Into
offers the enterprising publisher a bumperSpecial DatesTo add verve and flair to your
crop of opportunities for promotion. Don'tpromotional campaign, you might consult
ignore the rich harvest small independentChase's Calendar of Events to see if there is
newspapers can provide. They, too, can be ofa special day, week, or month you can
assistance to your campaign. Alert them tohitchhike with. This directory offers over
newsworthy activities. Press releases to700 pages of imaginative PR angles. It is a
hometown papers about author tours filterday-by-day resource of holidays; historical
into coverage in columns or feature stories.anniversaries; fairs and festivals; and
Consider contacting the media in any townspecial days, weeks, and months. It lists
where you've previously lived.Don't forgetmore than 12,000 entries of national or broad
the wire services. Should you be fortunateregional interest.
enough to lock into one of them, your book



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