Alternative press promotion and distribution: A telephone survey of literary publishers

Conclusion One of the most obvious conclusions the survey results point to is that the presses questioned are more similar than different. Differences are mainly in degrees of sophistication, no technique. The larger presses are able to orchestrate the various elements of promotion and distribution more completely than the smaller ones, which do not have the resources to do everything, and tend to focus on a limited number of areas. One press may not do much advertising, preferring to concentrate on direct mailings; another may put a lot of energy into promotion to libraries, and not into selling foreign rights. Not surprisingly, cash flow and distribution were named the biggest problems facing the presses surveyed; another major obstacle was lack of time. One might think that sufficient sums of money could solve all these problems, but even the commercial presses with their comparatively vast resources haven’t been able to come up with a way to sell literature. The most noteworthy point about this survey is the willingness of the presses to participate and to talk about promotion, marketing and distribution. This shows they are practical as well as idealistic. Though they are editorially driven, presses that want to continue to publish the books they love knew they have to master thebusiness of publishing to survive. Lisa Domitrovich, formerly of Calyx Books, undertook this survey while an Arts Administration Fellow, Literature Program, National Endowment for the Arts.