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06/10/2006: "Interview With Local Publicist"

(Alice Acheson -M. Kalbert photo)

By Mary Kalbert

Alice Acheson and her husband Ed (Greub) have lived on San Juan Island since 1996. The re-location here, for Alice, was after 30 years in New York City and eight years in San Francisco.

"I spent the first 18 years of my life in a town with a smaller population than Friday Harbor. I was attracted by the scenery here that resembled Maine, where I spent a majority of my summers. Ed and I hope to never move again."

The following is an interview on Alice's life as a publicist.


Q: Alice, explain--in five thousand words or less--exactly what a publicist is.

A: Umm, five thousand words or less... okay, here goes. In the most general terms, a publicist is responsible for marketing your book--with your help. Marketing involves advertising, promotion and sales, but the publicist also encourages reviewers to consider your book, schedules events in bookstores (unless the sales department prefers to handle that function), and pitches your book to radio, television, and print media for interviews and features.

Q: When does this 'angel of book success' appear in the life of a struggling writer?

A: There are two types of publicists--"in-house" and "out-house."

Q: Stop there.

A: Let me finish, Mary. An "in-house" publicist is a member of the publisher's staff, and enters the picture after the publisher and author have signed a contract. In reality she will become involved six months--or less--prior to publication. An "out-house" publicist, i.e. an independent book publicist can become involved as soon as the publisher, agent or author hires her. In that case, there is a huge advantage because she can take advantage of deadlines that will have passed earlier than six months prior to publication.

Q: Does a publicist work with any kind of book, or does she represent specific markets?

A: It depends on the publicist. Some specialize (New Age, Christian, African-American titles), some perform only certain functions, some only work on nonfiction titles (because they are the "easiest"), some will perform all the functions for all genres. For example, I fit in the last category, with a particular ability with photography books. However, I never do science fiction or fantasy, because I don't read that genre. And I don't represent cookbooks because that market is extremely specialized.

Q: How did you become a publicist?

A: Generally you work under a seasoned publicist within a large corporation. After six years of editing at McGraw-Hill, I switched to publicity. It was only a two-person department in the Trade Division, but the Director had years of experience and was very organized. He was not very creative, which spurred me to go to Simon & Schuster, where the publicity department (at that time) had a Director, three Associate Directors, four publicists, and four associate publicists. My "education" as an Associate Director under a renowned Director increased exponentially. From there I went to Crown Publishers before becoming an independent (still in NYC) in 1981. My experience qualifying me as a Publishing Consultant was gained these past 25 years by working with clients who rarely only wanted a book tour for their authors. Usually, they have wanted to grow their company; they knew where they were headed but needed knowledge to arrive there and introduction to appropriate contacts. Others wanted to sell portions of forthcoming books to magazines (called first and second subsidiary rights) but didn't want to hire someone for a part-time job. Others wanted entrée to possibilities that they could explore.

Q: Alice, please tell me that a publicist doesn't get paid in cartons of signed books by the author.

A: Thankfully, no. Payment can be based on a fixed or hourly fee. I charge hourly, and bill in incremental segments; so, my clients, publishing houses or individuals, only pay for the work I do for them.

Q: One last thing--I know that at one time you had four best sellers simultaneously on the New York Times Bestseller list--how do you define success?

A: It depends, really. For a self-published novelist success may be selling the small first printing primarily to family, friends, and acquaintances. For a small publisher it might be locating a national distributor for them who will provide broader access to the market. For a photographer it might be reviews in relevant photography magazines. Each client has his own goals.

Q: Actually, I have one more question.

A: I knew it.

Q: Are you having any classes in the near future that might help me or other interested parties?

A: I have some that might help interested parties--you, well, there is always hope. They are:

Westcott Bay Institute
San Juan Island: June 17th; (10:00-1:00PM): Marketing Your Writing in Your Region -- and Beyond"
Contact for fee and location: Kay Kammerzell; 360/370-5050; kay@wbay.org
San Juan Island: July 29; (9:30-Noon)

Skagit Valley Community College
POD, Self-Publishing, Traditional Publishing: Pros and Cons of each
Contact for fee and location: Denise King, 360/378-3264; Denise.King@skagit.edu
Note: This is one class in a series of Saturday classes for writers in July.

For more information on other upcoming classes, contact Alice Acheson at 378-2815 or AliceBA@aol.com