by Clea Simon
All of us who write dream of the rave review, the headline that celebrates our talent, and the link for readers eager to buy. But with my 28th cozy mystery, A Cat on the Case, just out, I know how elusive those can be. The good news is as a former arts reporter and editor, I’m also aware of an even bigger boost available to authors: off-the-book-page coverage.
What does “off the book page” mean? Just as it says, it means an article or a feature that isn’t linked specifically to your local outlet’s literary coverage. Knowing this is vital. Even before I left my last newspaper job 20 years ago, book sections shrank. Sunday “Books” sections got folded into general arts or features, and daily reviews got cut to two or three times a week, if not eliminated entirely. But even if book reviews became rare, other sections of the paper always looked for content. Arts or features pages, as well as local bureaus–the reporters who cover specific towns–are always on the hunt for interesting stories that don’t necessarily focus on plot or characterization. And, yes, you can be that story.
How can you get your book–or yourself–that kind of coverage?
To start with, step back from your book as a literary achievement and think about it in terms of the subjects it touches on. Does your cozy feature knitting? Is there a crafts columnist at your local paper or perhaps an upcoming yarn-store event where you could play a part? Pairing up with a venue like that yarn store could make you more attractive to a reporter. Cooking? How about a local chef? Those of us who write nonfiction or even darker fiction can often provide an angle on the news. For example, my upcoming Hold Me Down (out in October) has a strong #MeToo angle, which is an area I’ve already commented on in various opinion essays, and as that publication date approaches, I hope to do more. (Yes, if you have a subject to write about, you can pitch an essay. Just make sure to do your research first and find out what your local paper wants in terms of content and word count. You can do it; you’re a writer!
Locale can help as well.
Town, city, or regional newspapers and television or radio programs looking for local-interest stories might want to hear about your new book or series or a reading or book event that you’re doing, simply because you live where you do. Some papers devote columns to local literary news, while others will want a news hook. Are you writing about a local happening (even fictionalized) as history or background? Is your setting distinctive to your area? Perhaps you’ve incorporated the retelling of a local legend?
Sometimes pure luck plays a part.
Maybe your book touches on a topic in the news. Maybe something in your book can help make news. That’s what happened to me a few years ago when a Wall Street Journal reporter called around, looking for a story. Somehow, she heard about an international professional organization I belong to–the Cat Writers Association–and thought that was a hoot. When she asked around, someone suggested she speak to me. I had a new book out, after all, I usually do.
I don’t remember exactly how it came about, but by the time we finished chatting, she discovered an angle for her story. Not only do many of us mystery writers have cat characters, but some of us have cats that talk. Somehow, she blew that up into a feud: “In the world of cat fiction, fur flies over whether stars getting speaking roles” read the headline and a page-one story. That story, in turn, got picked up by NPR’s “Wait, Wait, Don’t Tell Me,” and I ended up as part of their “bluff the listener” game. Was there really a feud in the world of cat mysteries? No. Were they poking fun at my genre? Yes. But did thousands of people know about me, my colleagues, and our books? Yes to that too.
What’s key to remember is that nobody will read your book if they don’t know about it. And even if we all want to be showered with praise, what we really want is to be read, which is why I’ve shared a few tips and stories here. In addition, you might now recognize my name if you see it online or in a bookstore. Who knows? You might even like my books.
A former journalist, Clea Simon is the Boston Globe-bestselling author of three nonfiction books and nearly 30 mysteries. These include cozies, like her new A Cat on the Case, the third witch cat of Cambridge mystery (out January 26 from Polis Books) and the darker psychological suspense of World Enough (Severn House), a Massachusetts Book Awards “must read,” and her upcoming Hold Me Down (coming October 5, 2021, from Polis Books).
