Now, I have zero expectation that my book is going to be some kind of crossover hit; I was mildly surprised that the Choice reviewer deemed it accessible to undergraduates and that the TLS apparently thinks it might interest a general reader. But whether the book is actually interesting or accessible to those groups doesn't really matter, because they're not the ones who are going to be buying my book or talking about it.
Rather, in the weird, slow, indirect economy of academic publishing, attention in non-scholarly venues translates into attention within the scholarly community: if more academic librarians order it, then it's on more shelves waiting for more scholars to stumble across it; if the TLS reviews it, Renaissance scholars who might otherwise think my book sounds like a total snoozefest--and who might not even read a review in RQ--might notice that there's a chapter or two that's relevant to their own research.
The benefits of this kind of virtuous cycle are pretty obvious: more publicity means more sales, more sales means more publicity, and both keep my press happy and make them more likely to put the book out in paperback. What's less obvious, I think, is that getting good publicity is neither totally accidental nor solely attributable to my own awesomeness. It's one of the dividends of publishing with a good press.
So let's talk about the nitty-gritty of why it matters who you publish with. Everyone will tell you that you should publish with the best press you can, though what counts as "the best" depends on your discipline, your department, and how alarmingly your tenure clock is ticking. But the reasons people give for seeking out a better press sometimes sound like nothing more than name-brand snobbery: if you publish with Press A, people will think your book is more consequential simply because it's published by Press A.
And yeah, that's real thing in the world. Plenty of readers (and search committees, and tenure review boards) use the perceived prestige of a press as a lazy vetting mechanism, outsourcing decisions about a book's worth to whoever approved it for publication in the first place. However, a truly good press isn't just a designer label. A good press works hard to promote your book--and some mid-tier presses are better at this than the big 'uns.
Here are a few of the ways to gauge how hard a press works for its authors:
- The size of their print runs. Academic monographs (and edited collections) have laughably small print runs relative to trade books, since most of their sales are to libraries rather than individuals; the low end is about 200 or 250 and the high end is maybe 750. Still, that's a difference of 200%.
- The time and money they put into design. It's not rocket science, but a more attractive cover and (especially!) more reader-friendly page-design is more likely to attract readers.
- The price point. As with a handsome design, cheaper books are an easier sell.
- The publicity budget. How many review copies do they send out, and to what kind of journals? Do they submit books for consideration for prizes? At how many conferences does the press have a table?
- WorldCat, which allows you to search for how many libraries hold a given title worldwide, is the easiest way to get a sense of how successful a book has been, how big its print run was, or how vigorously its press has promoted it. Find a bunch of books from a few different presses, all published 4-5 years ago, and then see how the different presses compare. You'll be surprised: some presses are consistently under 200, others around 500.
- Skim reviews and review journals to see which presses are best represented, especially in journals that don't do a lot of reviews or that are geared toward a general audience. This will give you a sense of which presses send out a lot of review copies or have a relationship with those publications. (You can also do this with individual titles--find a few books you think are equally strong, published around the same time, by different presses, and see how many reviews each got, and where.)
- Look at which presses win prizes in your subfield (not, like, the MLA first-book prize, but the smaller prizes). Over the past 10 or 15 years, are there presses that seem to clean up?
(You can probably tell that I used to work in academic publishing by the strong sporting interest I retain in all its behind-the-scenes aspects.)
Finally, ask your published friends specific questions about how their books got marketed. I can tell you that when my press asked me where they should send review copies, I came up with a list of maybe twenty journals, including a few long shots. I thought that was pretty comprehensive. Their final list? Forty-seven.
Readers who have published academic books: would you add anything for aspiring authors--things you'd wish you'd known about the publishing world, or about the strengths of different kinds of presses?
And readers who are seeking publishers: do you have questions for me or my readers?