How to Alienate Bloggers and Boost Book Sales

It would be impossible, or at least much more difficult, to be a book blogger without book publicists. We email; they send review copies. We email; they set up author interviews. Often, they email to thank us for covering their books. They add us to lists so that we no longer have to request review copies; the books just arrive in the mail, like presents! In our experience, book publicists appear to realize that as book review coverage is stripped out of newspapers and/or newspapers themselves fold. Bloggers are their friends. We’re ready and willing to fill the gap left by disappearing print book coverage. Here at Flavorwire, we have never received a pitch or an email about covering an upcoming book that suggested the person on the other end thought we were less-than because we’re a blog.

Until now.

Click through to see the letter, and get a lesson in how not to treat bloggers.

quirkcut1

1. “Greetings Blogger Friends!” Friendly enough, of course, but bloggers are a touchy species. You may have noticed an ongoing debate about the legitimacy of blogging. Are we journalists? Are we trolls who feel only schadenfreude? Does anyone read our crap? Basically, we have to get up every morning and convince ourselves that what we do is legit. So if you want us to be your friends, it’s best not to make it totally obvious that you have drafted a very special publicity letter only for the bloggers, due to our being Very Special.

2. “Not sure how many of you are familiar with embargoes since it’s a PR/media term…” Once the grammar elves in our heads stopped screaming, we realized we were insulted. Just because we’re members of the New Media doesn’t mean we don’t know the basic terminology.

3. “DO NOT POST A REVIEW OF THE BOOK UNTIL APRIL 1, 2009! I’m serious!” Okay. We know what embargoed means, remember. But this book arrived in stores on March 25th. Why did we have to wait five days to review it? Also? It became very clear that different outlets were given different embargo dates when a review appeared on Entertainment Weekly’s website on March 25th, and an excerpt on NPR’s website on March 29th.

4. “If you don’t abide by the above terms, we will never work together again.” Well, we’re okay with that given points 2 & 3 above. But since it was the Internet that made this book a “viral blockbuster,” are you sure you want to come off so harshly to the people who help write the Internet?

Of course, none of this has hurt Pride and Prejudice and Zombies in any way. It has gotten extensive coverage in “real” media outlets, and as of today, its sales rank on Amazon is #13, and it’s #1 in their Parodies category and #3 in their Contemporary Literature & Fiction category. At Brooklyn’s excellent Word bookstore, the first 12 copies in the store sold out in 5 days, and right now there’s a 10-person waiting list. The book is already in its second printing. Stephanie Anderson, Word’s manager, tells us “the extent to which it is hot surprises me. I saw it at NYCC and knew people would love it, I just didn’t know how much! I couldn’t be more excited, and I can’t wait for it to come back in.”

And really, we think that’s great. If people didn’t get excited about books, and spend money on them, there wouldn’t be much point to being a book blogger. But we do deserve a little respect. And if you don’t abide by our terms, we’ll eat your brains.

UPDATE: On another blog the publicist mentioned that we cut off the bottom of her letter. So here it is: “Okay, enough of the serious stuff. If you have any questions, my contact information is below. Thanks again, and thanks for your support!”

UPDATE 2: This just in from Quirk: “I just wanted to say that I’m sorry to have offended so many of you with my letter. I realize now that it came off as condescending, but it was actually meant to be tongue-in-cheek. Clearly, that tone was lost. There are good explanations for the other complaints, such as why we had the embargo, and I also understand your concerns with fair use. The way I discussed the embargo and excerpt practices in the letter came off all wrong. I sincerely respect and value what bloggers have done for the book publishing world in general and in particular — with Pride and Prejudice and Zombies. Without independent blogs and bloggers, our book would not have been such a success. I hope you can all accept my apology. It won’t happen again. And please, know that in no way was Seth involved in any of this.”

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[...] Flavorwire regarding Pride and Prejudice and Zombies. First of all, go and read the article “How to Alienate Bloggers and Boost Book Sales” on Flavorwire, including the scanned letter. I would like to offer some insight from the other side of the fence: [...]

Cупер статья.Очень хорошо и подробно вы описали, спасибо.

[...] Publishing likewise tried to hogtie its constituents with a condescending letter commanding us to, among other things, not post quotes from their Pride and Prejudice zombification, [...]

Whats up, I just hopped over on your site by way of StumbleUpon. No longer one thing I might generally read, however I preferred your feelings none the less. Thanks for making one thing price reading.

Потыкаю по рекламке в качестве благодарности за статью!

I know the folks at Quirk books and I know this is not what they meant - which is likely why they haven't responded well to your criticism. Below is the same comment I made on this topic over at http://heylady.net but I thought it deserved repeating here:

I understand the way the letter reads, but think about it from a slightly different perspective. The letter is asking you to not print from a book the majority of which, the Pride and Prejudice bit, is freely available online in the public domain. That is a large part of the meta point of the book. To take something in the public domain, that is free and out there, and add to it to make something new. So they know parts can, will, and should show up online in reviews and such.

At the same time they are going to do what most everyone does when they make something, try to release it on their own terms. So, in an overly hyperbolic way, in light of the nature of the product itself, they wrote what they did in the letter.

Now I agree it didn’t work, but I can see the intention and take that as the ethical position rather than the consequences.

The press release is definitely condescending, but I think this is just new territory that the newly-humbled publishing houses are navigating. This post will probably get all sides up to speed on the new word order.

I thought it sounded condescending, and I would never personally send anyone a letter like this and expect them to help me promote my book at all. Why even send the book? Just let the "major reviewers' do it and save on shipping and galleys. I think they said note to use excerpts because if the brief excerpts from EW are anything to go by, this book is poorly done.

Also, I went to college with Mr. SG Smith and let me tell you that letter could have been written by him personally. I think he's found the perfect publisher for what he does.

I'm a journalist who also happens to be a book blogger. Embargos are everywhere, not just in the book industry, so I'm not quite sure why there's such an outcry over it here. Sure, the press release is a little condescending, but what's the problem? You bin the release, you ditch the book and get on with the business of reading books you want to read without having to comply to someone else's schedules, demands and hidden (or not so hidden) agendas.

That's like telling an inside joke to which you are not privilege too. Don't jokingly demean someone who you've never worked with before or who are unfamiliar with your company. The joke will only end badly.

I received this letter with my copy of PPZ(which I requested from the publisher)and had no problem with complying with any of the terms within it. I used to work at a bookstore,so I'm familiar with embargoed titles and in my opinion,the main reason for those requests-one of them was to please not post any of the illustrations from the book,also-was to keep the book from being spoiled for readers.

The tone of the letter(which was part of a three page promo document)was meant to be humorous and I seriously think you guys need to lighten up.

Sure there are some lame bloggers out there...so don't work with them! Blogging is a whole different kettle of fish, it's about relationships. Yes that takes time and it might be easier to just to send out a letter like this than try to find the bloggers you want work with.

I don't know. After doing this book blogging thing, on my own time for no pay for awhile now, I have very little patience for this kind of stuff.

No, I'm saying that her take on the letter is what is discrediting her. Like I said, everyone is entitled to their own opinion but when you take something like this and rip it apart piece by piece to prove a point that maybe only you see, it discredits you. There's obviously varying viewpoints as to what the letter meant and like Tim Anderson said, maybe it was taken a bit out of context by Kristen.

I think people browsing this blog might see that post and get all up in arms about something they know nothing about. It is the responsibility of the blogger to be just that, responsible. Not spiteful towards a publishing company that was kind enough to send them a review copy in the first place.

The letter was a form letter and if Kristen is offended that they didn't take the time to 'personalize' a letter just for her, she needs to take a step back and realize that yes, hundreds of these letters were sent out. Do you really expect a PR Rep to personalize each and every single one? Aren't their jobs busy enough?

I just think she's taking the letter a bit too personally and while I understand her frustration as a blogger, it does nothing to print it and dissect it to suit your own agenda.

The law doesn't provide for an exact number of words a reviewer can use. As long as the excerpts are clearly used for the purposes of criticism, such as demonstrating a writer's style, and the excerpts are short excerpts and don't reproduce the work, it's fair use.

Also, an author cannot deny you fair use.

It's funny that publishing a letter that a publicist sent out to hundreds of bloggers "discredits" Kristen in your eyes. Isn't creating materials they'd stand behind part of a good publicist's job? You just find it distasteful that she's letting us see behind the curtain?

I need to proof better before I post. Seriously. It should be "letters" not "lattes." Man, that would be some payola!

As a blogger and a reviewer I receive books with various lattes from PR departments and this one does seem a bit condescending.

On the point of quoting from the book, that was just wrong. I could understand if, as part of the "instructional" nature of the rest of the letter she was explaining that quotes from a galley needed to be confirmed before being published - a standard practice for those "respectable" reviewers who have their pieces fact-checked in advance of publication. Since errors and changes can be made up until shortly before release, and after advance copies are published and mailed out, its an assurance for both sides that the quoted material is accurate. That really should be the only thing at issue in the letter, that the quoted material be checked against a final version of the published text.

And the threat... really? Is that really the way you want your company seen by the outside world, as one that threatens bloggers? Isn't that just an invitation for the blog world to spend its energies slamming your company? Isn't that an invitation for bloggers to ignore your embargo? It's not rocket science, it's not military secrets, it PR. Not doing a good job "relating' to the "public" are we?

I think you're doing nothing but discrediting yourself as a blogger. So the publishing company sent you a letter you didn't like and perhaps read too much into or hurt your ego. So what? Stop whining. It's no reason to publish it on your own website and try and discredit them.

If I was a publisher who was sending you review copies, I'd think twice about it if you're going to do something like this. Everyone is entitled to their own opinion, yes, but when that opinion includes trying to discredit others, then it falls into a whole new category. Something bloggers do far too much of. Case in point. No wonder letters like these get sent out.

Trish, What is the legal limit of words that a reviewer can use in a review, out of curiosity? You seem like you are pretty

Underlying "Sometimes you gotta lay it out for them" is the assumption that bloggers are stupid and dumb. Treat me like a professional and I'll give you professional. Treat me with respect, and I'll give you respect. This is just bad PR - no matter what company it comes from or who it's addressed to. I

I understand what you're saying, Tim, but as far as copyright goes, neither the author nor (in the case) the publisher can demand that text from the book not be quoted in a review. Part of the Copyright Law is the Fair Use Law, which provides for the use of excerpts from a book in a review, and you don't need anyone's permission for that.

[...] Also find an interesting lesson in email etiquette, here. [...]

jesus christ, relax! I received that letter and the rest of the it actually lightens the tone down a bit. I'm a bit disappointed that you didn't post the complete letter and actually put things in context. At the very least, it lightens the tone. I've worked with this person (who's super nice) before and will again. This book is a runaway success and I'm sure it's been stressful for this small company to handle. But honestly people, a lot of bloggers ARE assholes and sometimes you gotta lay it out for them.

Everybody wants to live in this internet wonderland where there are no rules and copyright doesn't mean anything and everything should be free blah blah. But some people have to answer to a the powers that be. And just because that's not you, doesn't mean you gotta be hater to the person who does.

Think of the awesome people you've met in the old bloggosphere, now think of the total psycho egotistical jerks you've met. (I have a blog! people have to listen to me!! I'm important!) Now imagine dealing with HUNDREDS of these comic book guy weirdos everyday. I know I wouldn't be able to.

Ease up people.

From the publicist's side of the table, I'd say this Quirk creature takes itself a bit too seriously. Get a grip, dude. Or dudette. Not sure if a Quirk is male or female. Probably of no import. What is important to publicists and writers is getting the written work into the hands of the readers that want to read it. That used to mean print book reviews and bound volumes. Now it increasingly means ebooks, and blogs. You have to go with the flow and change with the times. But there is a lot to be said for contributing positive energy to the process. No one ever objects to a bit of humility and a polite word. Delete key time.

I signed up for Intense Debate after posting this comment. This is me.

Wow. The tone and language of that letter is unbelievably disrespectful. If you don't like bloggers, then don't send them your book. Has this person ever heard of being polite?

I didn't receive this little letter with my copy. If I had it probably would have made me feel uncomfortable. As it was, my brief email interaction with the publicist was nice and normal and polite. My copy just came with a normal press release with an "about the book" and "about the author." The embargo date was highlighted near the top but not defined in a condescending way. And there were no threats about not quoting from the book. Or any threats at all.

Some of Tim's points are great, especially regarding the possibility that these folks may just be a bit overwhelmed but still. Just like authors, publicists, bookstore owners and reviewers, bloggers do come in all stripes. As a writer and a publicist, I certainly respect and value the role of the group as a whole and find the direction and interface exciting.

Maybe the tone of the letter was calculated to whirl up this kind of attention. If so, good going, I guess.

As a blogger myself, I appreciate a major site like Flavorpill/Flavorwire standing up for us little people. At least in the music blogging world, we get a lot more respect than this!!

I am not the biggest fan of blogs - the tone tends to turn nasty and pointless on blogs really quickly - but I have to say I am on the bloggers side in this case! I don't mind being screamed at by an individual with a computer, but for an established corporation to write something so confrontational to people who are basically doing them a service for free is unprofessional at best, disgusting at worst. Worse, it's such a transparent attempt to write in "blog lingo," or whatever it's called, that makes it worse. If I was the PR manager at Quirk I would fire whoever wrote this and whoever greenlighted it. Flavorpill is doing the correct thing by printing it.

Oh my. As a book publicist, I would call this firm unethical. It's like saying I'm God, who are you to do things against what I say? I would have deleted that email faster than you can say Jiminy Christmas.

Had I received a book I requested that asked me to do all of those things without threatening me if I didn't comply, I would without a second thought. Why all of the threats? Trust me, I will not perish alone without books if Quirk got mad at me. Besides, the idea of working with them doesn't sound at all appealing. I do not see myself in competition with NPR or Entertainment Weekly. I do not get paid for what I do outside of free books I receive. I do not have an agenda other than sharing my thoughts about the books that I read. I can't say for certain about the reverse, of course. Still, if you want traditional media outlets to get the first crack, so be it. I prefer to be able to read at my own leisure anyway.

Thank you for sharing this letter and your thoughts. I am really a tad bit shocked with the whole thing. Clearly some publishers and book publicists are more ahead of the curve than others. In fact, it appears as though there are groups who missed the curve entirely.

That letter wouldn't alienate me, and I'm a book blogger who also writes for mainstream media (and I wrote about this book, interviewing the author, Seth Grahame-Smith, on April 1). Plenty of people don't know what an embargo is, and explicitly outlining the term isn't insulting the bloggers who do.

Whether or not book bloggers can significantly affect book sales remains to be seen beyond a few wonderful anecdotes. In this case, I think the book's initial success stems from its premise, title and cover -- surprising, funny, zombies! -- not what any of us had to say about it.

Fixed my error in a subsequent comment. :-) Though my comment still applies.

I just wanted to say that I'm sorry to have offended so many of you with my letter. I realize now that it came off as condescending, but it was actually meant to be tongue-in-cheek. Clearly, that tone was lost. There are good explanations for the other complaints, such as why we had the embargo, and I also understand your concerns with fair use. The way I discussed the embargo and excerpt practices in the letter came off all wrong. I sincerely respect and value what bloggers have done for the book publishing world in general and in particular--with Pride and Prejudice and Zombies. Without independent blogs and bloggers, our book would not have been such a success. I hope you can all accept my apology. It won't happen again. And please, know that in no way was Seth involved in any of this. --Quirk PR

[...] I immediately see a Tweet that catches my eye, from one book blogger to another that involves PR-blogger relations. Uh-oh, I better check that out, and I follow the link to a post on Flavorwire: How to Alienate Bloggers and Boost Book Sales, http://flavorwire.com/17026/how-to-alienate-bloggers-and-boost-book-sales. [...]

[...] Twitter feed pointed to this piece as an example of how publicists should NOT to communicate with book bloggers. Here at Flavorwire, we have never received a pitch or an email about covering an upcoming book [...]

[...] How to Alienate Bloggers and Boost Book Sales | Flavorwire “It would be impossible, or at least much more difficult, to be a book blogger without book publicists. We email; they send review copies. We email; they set up author interviews. Often, they email to thank us for covering their books. They add us to lists so that we no longer have to request review copies; the books just arrive in the mail, like presents! In our experience, book publicists appear to realize that as book review coverage is stripped out of newspapers and/or newspapers themselves fold. Bloggers are their friends. We’re ready and willing to fill the gap left by disappearing print book coverage. Here at Flavorwire, we have never received a pitch or an email about covering an upcoming book that suggested the person on the other end thought we were less-than because we’re a blog. Until now.” Holy hell. Wtf are people thinking? Be sure to read Trish’s response too: http://heylady.net/2009/04/09/in-which-i-rant-about-fair-use/ (tags: books publishingworld dramallamadingdong blogging) [...]

[...] Friday, @RonHogan of Beatrice.com tweeted about this Flavorwire post about How to Alienate Bloggers and Boost Book Sales.  (Bloggers had another bone to pick with publicists, for the pitch for a book du jour — [...]

[...] had intended to dissect the Quirk letter to bloggers this week, but this amazon thing came up and I thought an update was in order for those of you who [...]

Kristen, thank for posting this. I appreciate it.. I think it is pathetic the way people easily post comments that are trying to be hurtful and condescending to you. Keep up the GOOD WORK!

How exactly does one impose an embargo after a book has been sent to a journalist/blogger? It's one thing if agreeing to an embargo is a condition of receiving a book before a book is available in stores, but I don't think you can send a book, and then say, oh, by the way, there's an embargo on the book I just sent you, and you must abide by it. You can certainly ask nicely, but you can't demand it after the fact. And, big newspapers have been known to break an embargo they agreed to when they saw that another newspaper/magazine had reviewed a book.

I didn't request a copy of this book because it didn't interest me, though I can see the interest to other people. However, if I HAD received a copy of this book along with this letter, I would MAKE SURE that author and I never worked together again. Who does she think she is to make demands of not publishing any excerpts?? She doesn't have the right to make that demand, as publishing an excerpt is considered Fair Use under the Copyright Law.

I'm actually saddened that this book has done so well now that I know what the author is like. Yet another a**hole has found success, while plenty of nice authors struggle to get noticed.

Sorry,Natasha,but I don't see what's so demeaning about this letter. It wasn't intended to insult anyone,in my opinion,but just to get across some necessary info in a more informal way. The book that it's promoting is a parody after all!

[...] from Maw Books pointed out on Twitter this morning an article posted at Flavorwire entitled How to Alienate Bloggers and Boost Book Sales. Apparently, some copies of Pride and Prejudice and Zombies by Jane Austen and Seth Grahame-Smith [...]

Thanks Jeroen. I'm a huge Avenue Q fan so I should have caught that. http://www.youtube.com/watch?v=6WenavtbrtA

Trish, it wasn't the author, it was the publicist. Give blame to whom blame is due. ;o)

Heh. I think I would post my review whenever I felt like it, Though I wouldn't point out what a tool this guy/girl was unless they pushed the issue (not that I disagree with what was posted here). Not to mention that posting excerpts from a work in a review is covered under fair use -- I don't need to ask their permission.

Trackbacks

  1. [...] from Maw Books pointed out on Twitter this morning an article posted at Flavorwire entitled How to Alienate Bloggers and Boost Book Sales. Apparently, some copies of Pride and Prejudice and Zombies by Jane Austen and Seth Grahame-Smith [...]

  2. [...] Also find an interesting lesson in email etiquette, here. [...]

  3. [...] I immediately see a Tweet that catches my eye, from one book blogger to another that involves PR-blogger relations. Uh-oh, I better check that out, and I follow the link to a post on Flavorwire: How to Alienate Bloggers and Boost Book Sales, http://flavorwire.com/17026/how-to-alienate-bloggers-and-boost-book-sales. [...]

  4. [...] How to Alienate Bloggers and Boost Book Sales | Flavorwire “It would be impossible, or at least much more difficult, to be a book blogger without book publicists. We email; they send review copies. We email; they set up author interviews. Often, they email to thank us for covering their books. They add us to lists so that we no longer have to request review copies; the books just arrive in the mail, like presents! In our experience, book publicists appear to realize that as book review coverage is stripped out of newspapers and/or newspapers themselves fold. Bloggers are their friends. We’re ready and willing to fill the gap left by disappearing print book coverage. Here at Flavorwire, we have never received a pitch or an email about covering an upcoming book that suggested the person on the other end thought we were less-than because we’re a blog. Until now.” Holy hell. Wtf are people thinking? Be sure to read Trish’s response too: http://heylady.net/2009/04/09/in-which-i-rant-about-fair-use/ (tags: books publishingworld dramallamadingdong blogging) [...]

  5. [...] Friday, @RonHogan of Beatrice.com tweeted about this Flavorwire post about How to Alienate Bloggers and Boost Book Sales.  (Bloggers had another bone to pick with publicists, for the pitch for a book du jour — [...]

  6. [...] had intended to dissect the Quirk letter to bloggers this week, but this amazon thing came up and I thought an update was in order for those of you who [...]

  7. [...] Twitter feed pointed to this piece as an example of how publicists should NOT to communicate with book bloggers. Here at Flavorwire, we have never received a pitch or an email about covering an upcoming book [...]

  8. [...] Publishing likewise tried to hogtie its constituents with a condescending letter commanding us to, among other things, not post quotes from their Pride and Prejudice zombification, [...]

  9. [...] Flavorwire regarding Pride and Prejudice and Zombies. First of all, go and read the article “How to Alienate Bloggers and Boost Book Sales” on Flavorwire, including the scanned letter. I would like to offer some insight from the other side of the fence: [...]