News for Authors

How Penguin Random House Gets Your Books into Libraries

by Jen Childs|August, 2017

Librarians play a key role in breaking out first-time authors and in helping expand the readership of growing and established authors. And for more than twenty-five years, the library marketing team has been a leader in supporting and marketing books to these essential partners. Read on to learn how we get your books into the hands of librarians across the country.


Library Advocacy

Now, more than ever, libraries need our support. That’s why Skip Dye, VP, Director Sales Ops & Library Sales, has made it his mission to do what he can to bolster library funding, including frequent trips to Washington, D.C., to help lobby for library budgets; networking with other vendors to engage their support; and partnering with Library Journal to study libraries around the country and their impact on their communities.

Dye says, “We need to give librarians the tools and resources they need to advocate for themselves—to prove to their community representatives that they are an integral part of all facets of the community, from supporting both pleasure readers and students, to job hunters, to millennials with young children.”


Excerpt Sampler Program

Let the books sell themselves—that’s the principle the library marketing team employs with their sampler program. Through printed and digital samplers, Penguin Random House distributes excerpts of forthcoming titles to tens of thousands of readers across the country. Additionally, their First Look Book Club delivers excerpts to more than 10,000 inboxes every weekday. By offering readers a taste of the newest books in various genres, library marketing hopes not only to get readers hooked on a book, but to introduce them to titles they may not have picked up themselves.


Trade Shows & Exhibits

Library marketing continues to focus on attending trade shows like the American Library Association Midwinter and Annual Conferences, Public Library Association Conference, Association of Rural and Small Libraries, and American Association of School Libraries, among others.

These exhibitions are ideal for showcasing both debut voices and bestselling authors through speaking engagements, galley giveaways, and book buzz platforms—just to name a few. At the recent ALA Annual convention in Chicago, the Penguin Random House adult divisions had twenty authors join them for various events. Combined, these authors spoke directly to more than 10,000 librarians.


Print and Online Outreach

In addition to trade show presence, the library marketing team reaches tens of thousands of additional librarian influencers through print and digital marketing campaigns. They continue to place strategic print and online ads with traditional trade outlets, such as Library JournalBooklist, and Kirkus Reviews, but have developed a robust digital program direct to librarians as well. And the team’s social media savvy, on both their blog and platforms including Facebook, Twitter, Instagram, and Pinterest, continues to amplify excitement about upcoming titles.


Additionally, our team assembles a weekly enewsletter that delivers information on forthcoming books, themed content, display ideas, book lists, and more to more than 20,000 librarians. The team also manages the rapidly growing book recommendation site Borrow. Read. Repeat. These online outreach techniques make it easier for the team to get galleys into the hands of more librarians.



Marketing Reps “On the Ground”

The in-house marketing team is supported by eight library marketing reps in the field, who travel to major library systems and supplement their visits with telemarketing efforts to expand access to smaller libraries. In addition to their traditional role of spreading the word about our books through sales visits and staff presentations, reps now offer book buzz presentations to library patrons as part of their services. Since we began the program in 2015, reps have buzzed to 20,000 readers in twenty-two states.


From conferences to social media, the library marketing team is always looking for the newest and most effective ways to pitch your books to librarians—and thus get your book in the hands of more readers.

Jen Childs is VP of Library Marketing for Penguin Random House.

How to Connect with Fans on Goodreads

by The Author Newsletter Team|August, 2017

Many readers use Goodreads to discover new books and interact with their favorite authors. Read on to learn about what’s new on Goodreads and find out how you can connect with your fans on this engaging platform. Read more

How to Boost Your Reach with Newsletter Segmentation

by Cassie Spencer |July, 2017

As we’ve mentioned before, a newsletter can be a vital part of your marketing campaign. At Penguin Random House, some of the highest engagement rates come from our email newsletters. In this article, we’ll show you how to use subscriber segmentation strategies to increase engagement while reducing deliverability issues. Read more

How to Refresh Your Author Website

by Brandi Larsen|June, 2017

Your author website can be a key resource for your fans. Use these design, content, and discoverability tips to refresh your site. Read more

International Marketing and Publicity: Promoting Your Books Worldwide

by Christine Swedowsky|February, 2017

With more than seven hundred million English speakers living outside of North America, marketing our books globally is more important than ever. Read more

6 Ways to Promote Author Events Using Social Media

by Milena Schmidt|February, 2017

Chances are, you’ve used social media to let readers know about your events. But are you taking full advantage of social platforms and their many features, from hashtags to event pages and more, to promote your appearances? Read more

All About Media Speaking Engagements

by Phil Stamper-Halpin with Craig Burke|January, 2017

In December, we hosted a webinar on media speaking engagements with Craig Burke, Director and VP of Publicity for Berkley. He answered frequently asked questions about preparing for media speaking engagements of all kinds. Read more

Educator Events: Connecting Authors with Educators

by Michael Gentile|November, 2016

From book fairs to educator conferences and at the many venues in between, Penguin Random House partners authors with educators to improve learning for students of all ages. Read on to learn more about these partnerships and educational events. Read more

Frequently Asked Questions About Amazon Author Pages

by Penguin Random House Amazon Sales Team|November, 2016

In summer 2016, the Penguin Random House Amazon sales team met with the head of the Author Central team to discuss frequently asked questions about author photos, new titles, and reader notifications. Here are those questions and answers: Read more

Introducing the Penguin Random House Author Alerts Program

by Cassie Spencer|November, 2016

At Penguin Random House, we’re always seeking new ways to foster one-on-one relationships between authors and readers. In today’s ever-changing marketing landscape, email remains an essential tool for reaching consumers with news about your books. That’s why we’re excited to announce the launch of our newest automated email program, Penguin Random House Author Alerts! Read more