Previous Post – Much Ado About Book Reviews

In my previous post, I explored some issues around the challenges of bloggers reviewing books.  The response has been great.  This evening I received a note from a Canadian publisher (who we will allow to remain anonymous) that I thought was quite helpful.  Give them a read and let us know what you think.

From the anonymous publisher:

1. This debate is as old as book reviewing—just the medium has changed. Once upon a time the goal was to get books reviewed in the press. Back then, the quid pro quo was similar: Free books. In this case, the reviewer worked for free for the publication (not the publisher), getting only a book in return for his or her time (and the cachet of being published, I guess). It still occurs; I just recently reviewed a book for a literary journal, and got a book that I don’t even much like in return. So what’s different between me and bloggers?

2. Back in the day, publishers used to spend all their time and energy trying to get publications to review books. Now, because that locus has shifted to the blogosphere, we are working with bloggers. Same media relations process, different target audience. The hoped-for result is the same: Free (good) publicity.

3. Another reason why we do it is because bloggers seem to be saying they will only review or mention our books if we send them free copies. Sending them a press release isn’t good enough. This is a byproduct of the “Moms who blog” effect—all those women who get free products in return for mentioning them in their slice of life blogs. (“And after Freddy awoke from his nap he enjoyed some Sun Ripe apple juice.”) Federal guidelines in the U.S, now require bloggers to note when they received free products that they then write about. Most of the American book blogs I visit don’t do that.

4. I am happy to send free books to bloggers who seem like a good fit for a book. They are under no obligation to write about it. I hope they will, of course. But just as with anything else I send out to the media, I bring no expectations that they will be published. (Again, not unlike when reviews appeared in a printed publication; I was recently in the office of an editor who pulled a 2002 book off his bookshelf, in answer to a question I asked him. When he opened it, the review slip was still in it. “I never even opened it,” he said—much less reviewed it.) My own practice is to send a press release/media kit, and invite bloggers and magazine editors to request a book if they want it. I don’t send them out hither and yon like seeds, hoping one lands on fertile ground; I can’t afford it. If they ask for it, there is a good chance it fits their vision, philosophy, lifestyle, faith journey or mission statement—and they may write about it, too.

5. As for pay, as a freelancer on the side, I understand the importance of a fair wage for work fairly rendered. That said, I try not to calculate my hourly rate for the columns I write for the newspaper. Some roll off easily, but others take hours and hours of work. We all suck it up at times.

6. Finally, what would happen if bloggers started demanding payment? I think you’d see the flow of books stop. Nobody, not even the big guys, have tons of cash to throw around. The publishing world is under enormous pressure just to survive. Sure, some of the bigger bloggers might be able to get away with it, but the little guys could pretty much forget about it. And then we’d be back where we started—back with a few reviews appearing in a few limited circulation publications.