Special Events

Getting the Most Out of Book Expo America

By David Morgan, WIW Intern

To the independent writer, Book Expo America (BEA) is a preview of heaven. Thousands of publishers, authors and booksellers from all over the world converge for this four-day salute to words, placing an aspiring or established writer in a goldmine of opportunities. On April 25th, WIW held a special Workshop that features advice on how to make the most out of this writer's feast, which will be held this year at the Washington, D.C., National Convention Center from May 18–21.

Originally called the American Booksellers Association (ABA), the primary purpose of BEA was to display upcoming releases to booksellers. "Bookstore owners would be able to go to one place in the United States and... make their purchasing decisions," said Jamie McGrath Morris, author of The Rose Man of Sing Sing. But with the rise of mega-bookstores like Borders and Barnes & Noble, and evolving sales tactics by publishers, the purpose of BEA changed. "It's a very different kind of show, [with] far less selling. A lot more rights issues now are discussed there among other things," said McGrath Morris.

"BEA is frenetic [and] overwhelming," says Michael Mancilla, a literary agent for Greystone Literary Agency. It provides a smorgasbord for publishers who are anxious to see current industry trends and how their books are promoted.  

It also provides networking opportunities for writers. "It's a continuous kind of scanning the environment to see what people are wanting," said Mancilla. BEA offers today's increasing independent publishers a venue to connect with authors who may or may not have an agent.

But with so many people and so little time, don't expect someone to sit and read your prized novel on the spot. "If you have an opportunity to network... you really need to develop an elevator pitch," said Mancilla. An elevator pitch is an ear-grabbing 90-second or less synopsis of your book. It keeps publishers interested in your book but not exhausted by a literary speech. For fiction, prospective publishers prefer complete works. For nonfiction, they are more lenient and don't expect the finished manuscript up front. "Nonfiction can be sold on the basis of a proposal or sample pages. Fiction has to be completed or pretty close to it," said Mancilla.

However, even if your book isn't ready to be sold, it's never too early to obtain advice. "You are getting feedback on your idea," said McGrath Morris. A follow-up letter after the initial conversation will further boost your professionalism in the eyes of prospective publishers, as well as add appeal to your book.

BEA can also offer authors a window into the marketing side of the book industry. "[Authors can] look and see who the people are who are interested in publishing [their books]. What are books that are similar to theirs? Where is [their] book going to be on the shelf next season?" said Mancilla.

Authors with books already in stores or soon-to-be releases can also take advantage of the publicity found at BEA, with autograph booths and personal connections with booksellers. "Just because you wrote a book [doesn't mean you're done]. Your job's only halfway done. You still have to market [and] make that human connection" said Mancilla. Talk with your agent or editors about setting up this opportunity for your book's release.

For those not eyeing a debut around the corner, BEA is a rare way to feel the current pulse of the industry. "It is a wonderful experience," said Frank S. Joseph, author of To Love Mercy. Pitspopany Press, the first publisher he ever encountered at BEA, offered to publish it. Although this was not the press he finally selected, it showed him the benefits of attending the Book Expo. "It is a place for serendipity to happen," said Joseph.

Bring along a pad, pencil, business cards and any promotional materials you may have so you don't happen upon a serendipitous encounter unprepared. Remember that BEA offers a rare opportunity for meeting face-to-face with the big leaguers—publishers, agents and all others within the industry. "Try and make as much of a personal contact as you can [and] follow-up when you go home," advised Joseph.

And don't let the name fool you. "There are remarkably some non-bookish things you can do," says McGrath Morris. For instance, just because books tend to take up much of the space doesn't mean that newspaper and magazine writers can't get in on some of the action. With releases on display and authors hungry for publicity, BEA offers journalists endless article ideas.

Make sure to grab the catalogue at each publisher's booth so you can see what's ahead in the upcoming seasons. Publishers are always looking for the next big thing and, at BEA; you could be seeing it, too. "Marketing information is really something you can gather [at the Expo], and it's really phenomenal what you can get," said McGrath Morris, "BEA gives you this incredible avenue in seeing what the future is."
 

BEA is an information free-for-all. You come home with loads of free books, free advice and more know-how on getting the best out of the writing industry. But in the midst of this literary buffet, don't forget your manners. Although BEA is no longer exclusively for purchasing by book-buyers from bookstores, buyers are still an important presence to publishers.  

Publishers are more than happy to talk with a prospective author, but when a buyer comes along, selling becomes the priority. If you're talking with a publisher and a book-buyer comes to the booth, take a step to the side. "They will recognize that you are a professional in the business [at that moment]," said McGrath Morris.

Another way to exude professionalism is to do homework beforehand. Practice your elevator pitch, research the publishers that will attend BEA and figure out which ones are tailored to your kind of book. Add an extra boost to your appeal by contacting them beforehand to set up a mini-meeting at BEA.   

Remember that with the thousands of publishers, authors and countless others who attend BEA, being long-winded on't pay off. "No matter how wonderful your book is, be prepared to explain it in a nanosecond," said McGrath Morris. You can always follow-up with a letter to explain your written gem in greater detail.

All in all, in the midst of the many happenings at BEA, one thing is certain to impress you: "Writing is a business," said Mancilla.

Dress comfortably and come prepared with a map to easily navigate your way through. The novice writer will get a true sense of how thriving and intricate the book industry is, and the more experienced will see how to further their careers.

"Everything you do there is going to be a learning experience," said Joseph. For every writer or writer at heart, the BEA is sure to be the event of the season.