We have returned to regularly scheduled programming...

Now that I finally feel like I can balance the two blogs, The Chicago Contingent will return to its regularly schedule programming. Thank you for your patience!

Today's topic is something that everyone thinks about but no one wants to talk about and bringing it up can often lead to tension and awkwardness: money. Yes, I know it's not proper and goes against all the rules of etiquette my grandmother taught me, but I'm going ahead anyway. Let's talk about money.

In my experience, authors and publishers are always concerned with cost vs. benefits, and justifiably so. There's no reason to hire a publicist, buy advertising, or create promotional materials if they're not going to pay off. However, in my experience, authors and publishers are often short sighted about the benefits and are growing more and more hesitant to front the money for things without a direct payoff.

Fan Conferences. The truth is, as an author, you will not sell enough books at conferences to cover the cost of your registration fee, flight, and hotel. It's likely you won't even cover half. However, connecting with readers, librarians, even other authors, creates a snowball effect. If one person buys your book, and they like it, they'll buy the rest of your books. They'll tell their friends about your book. They'll review your book on Amazon and others will buy your book. Though not all conferences are beneficial, and you have to pick and choose which you attend, they are important networking tools worth fronting the money for.

Signings and bookstore visits. All of my clients know what a proponent I am of visiting bookstores. As techno savvy and forward thinking as I am, I still believe books are bought and sold via word of mouth and an in-person recommendation beats anything you read online or hear over the radio. Like conferences, it's important to pick and choose which bookstores to visit. Choose those with a good internet business, who have connections in the media, and promote their events through social networking sites. It also helps if the bookstore is in a city where you have a network of people who would come out for your signing. Booksellers see thousands of books come through their doors, signings and events help them pick your book off the shelf and possibly recommend it to a customer. Again, you won't sell enough books at a signing to cover the cost of flight, hotel, etc. but if the bookseller continues to recommend your work and sell your signed copies online, you might make that money back by the end of the year.

Launch Parties. Unless you have the food and liquor donated (which I highly recommend) a book launch party always leaves the author in the red. However, it's a lot easier to draw a crowd with "free open bar" on the invitation. Plus, launch parties are great for leveraging press, especially if they're sponsored or at a unique location.

Promotional Materials. Sometimes the publisher supplies bookmarks and business cards with the latest book cover, but often times, it's up to the author to cover these costs. Bookmarks and business cards are relatively cheap and a good way to have people remember you. If you meet a potential reader, they won't remember your name or book ten minutes later. But if they get home and find your business card in their pocket, they will. Bookmarks are effective because they're something people can actually use. However, don't just plop them down on a freebie table, no one will pick them up. Give them to booksellers to pass out or slip bookmarks in your backlist at the local library. This will ensure you reach your intended audience.

Authors, feel free to comment with other expenses you've incurred that seem worth the money. Readers, do you buy books based on television or newspaper ads? Any specific promotion that made you go out and buy a certain book?

Must-See Monday: Your Independent Bookstore

Because of Christmas, literary events are hard to come by this week. So, instead of trekking out to an Open Mic or book signing, stop by your favorite independent bookstore and pick up something to read over the holiday. Don't know where to go? Here are a few of my favorite Chicagoland indies:

57th Street Books in Hyde Park
Barbara's Bookstore UIC location
Book Cellar in Lincoln Square
The Book Stall in Winnetka
Centuries and Slueths in Forest Park
Myopic Bookstore in Wicker Park
Quimby's in Bucktown
Sandmeyers Bookstore in the South Loop
Unabridged Bookstore in Lakeview
Women and Children First in Andersonville

Writer's Block: The Bookstore Schmooze

As an author, one of the most important players to have on your team, is the book seller. They are the ones recommending and hand selling your book. Because most of you are avid readers and have to-be-read piles up to the ceiling, you usually don't seek out a book seller's advice on what to read. But you're not the norm.

Last week, instead of bringing my laptop to the local cafe, I went to a Barnes and Noble to work. Their cafe was positioned across from the customer service desk, close enough that I could hear each inquiry. In the three hours I was there, I heard seven people ask for some sort of book recommendation:

"I liked GIRL WITH THE DRAGON TATTOO. Do you have another book like that?"
"My dad really likes Law and Order. Do you have any books like that?"
"My daughter read all the Stephanie Meyer books. Now what?"

As an author, you want your book to be the answer to these questions, and unless you have a rapport with the book seller or are on the NYT bestseller lists, it probably won't.

Obviously, you cannot visit every bookstore in the country, take the seller out for a drink and schmooze, but there are plenty of ways to make a connection without breaking the bank or using up your frequent flier miles:

Identify Key Bookstores. Since you can't contact every bookstore in the country, pick out ones that are priority. These are the bookstores in your area and the ones outside your area that sell a lot of books. If you write crime fiction, stores like Seattle Mystery Bookshop, Murder by the Book in Houston, and Mystery One in Milwaukee do a lot to promote authors and sell a ton of books to collectors (which means signed first edition hardcovers). Literary authors should check out Book Passage in San Francisco and Book Cellar in Chicago. They have great programming, extensive mailing lists, and a very loyal customer base. You can also consult with your publicist on these matters.

Book Signings. Once you've identified the key bookstores, you'll need to schedule signings. Most authors get discouraged at out of town book signings as there is usually a low turnout. Even Michael Connelly and George Pelecanos only had 20 people at their signing and they're well known, bestselling authors. Remind yourself that you're not only there to sell books. The main purpose is to meet the seller, start a rapport and sign their stock.

Drop Ins. Many of the high profile bookstores book up fast. If they don't have any signing time available, ask if it would be okay for you to drop in and sign their stock. Always let the book seller know you're coming so you can ensure they'll be available. It also doesn't hurt to bring bagels, doughnuts, or some other treat for their break room. People are a lot more likely to sit and chat if they have food in front of them. You should also sign stock at all the bookstores in your area, but don't worry about schmoozing every seller. You don't have the time and if they're not the type of store that hand sells books, it's not worth it to you anyway.

Galleys and handwritten notes. If you are unable to make it to a few of the priority bookstores, make sure to send a galley along with a handwritten note. The galley will encourage bookstore employees to read the book and hopefully recommend it. The handwritten note shows that you care enough to take the time out of your schedule, even if your schedule didn't allow for a special trip.

Give 'em some buzz. If there is a bookstore that has been particularly supportive of your career and always recommends your books, it doesn't hurt to send some business their way. Thank the bookseller in your acknowledgements, mention them on your blog or twitter account, recommend the store next time your on the radio. They'll never forget it.

Weekend Reading

Received my package of Pinter books this week, so I'm planning on diving in to THE FURY and THE DARKNESS over the weekend. THE FURY is the first in the two-part Henry Parker epic and THE DARKNESS releases in December. Love that Pinter is flooding the market and I love that he sent me advance copies because I know I won't want to wait til December for book #2.

The Crimespree Awards were announced Monday. Award the winners by picking up their books:
Favorite Book of 2008: TRIGGER CITY by Sean Chercover
Best in an ongoing series: CHASING DARKNESS by Robert Crais
Favorite comic books writer: Brian Azzarello (Author of THE JOKER and the 1000 Bullets series)
Favorite original paperback: MONEY SHOT by Christa Faust

Another winner is Once Upon A Crime in Minneapolis, voted favorite mystery bookstore. If you're in the area, be sure to stop by.

And finally, in case my last two posts weren't clear, pick up a copy of THE AMATEURS by Marcus Sakey. Last time I'm going to say it, I promise.

New Top Ten Tuesdays

Thought I'd try something new for a few weeks. Every Tuesday I'll put out my top ten list of various themes. The listings will be in alphabetical order, not rank, and if you feel I've missed something, feel free to comment!

Top Ten Chicagoland Independent Bookstores

1. 57th Street Books in Hyde Park
2. Barbara's Bookstore UIC location
3. Book Cellar in Lincoln Square
4. Book Stall in Winnetka
5. Centuries and Slueths in Forest Park
6. Myopic Bookstore in Wicker Park
7. Quimby's in Bucktown
8. Sandmeyers Bookstore in the South Loop
9. Unabridged Bookstore in Lakeview
10. Women and Children First in Andersonville