Thanks to COVID delays, an onslaught of new books is now coming this fall.
Autumn is traditionally the busiest time of the year for books anyway, with publishers releasing their hottest titles for Christmas sales. But this year, books that had been scheduled for release earlier this spring and summer were held back due to the pandemic. COVID devastated the retail landscape and led to canceled book fairs, literary festivals, and author publicity tours. Most of those new releases were postponed until fall, when many had hoped the pandemic would be over.
According to The New York Times, “The reshuffling has caused logistical logjams, as books by prominent authors move into an increasingly crowded window for media attention, reviews and bookstore display space. Some publishers, particularly smaller houses, worry that printing plants will be overwhelmed, which could make it difficult to keep books in stock.”
Now, these hapless authors will be fighting for attention in the midst of a presidential election and the on-going COVID crisis. It’s especially bad news for lesser-known authors, and many won’t get any shelf space or media coverage.
There’s a similar situation unfolding in the U.K. where 600 titles are expected to be published on one day alone. The Guardian reported, “There is such a thing as a crowded market, and then there is this: an avalanche of words that no retailer or media outlet could hope to accommodate.”
Andrew Holgate, literary editor of London’s Sunday Times, tweeted last month: “I haven’t finished counting yet, but there are at least – at least – 105 books being published on 1 or 3 September, and all competing for about 10 or 11 review slots … September is always difficult for literary editors, but this is quite mad.”
Smaller publishers and authors will need to be especially strategic with their publicity campaigns in order to get noticed in the coming months. At Carney & Associates, we have decades of experience publicizing large and small books, and a proven track record of getting results. Contact us today to see how a customized marketing and media campaign can help you break through, get noticed, and sell books in fall 2020.