Part Two
Hosted by Ron Block
Welcome back to our Roundtable chat on what libraries mean to us. In PART ONE we had a blast exploring the many roles that librarians play and the importance of libraries to our communities with three distinguished guests: Hallie Rich (the Editor-in-Chief of Library Journal and a former executive with the Cuyahoga County Public Library in Ohio); Terah Shelton Harris (an author and a librarian in Alabama’s Dothan Houston County Library System); and Jennifer Chilcoat (Director of the Arkansas State Library).
Today, we are back with another installment. This time I am welcoming VIRGINIA STANLEY, the Director of Library Marketing at HarperCollins, and one of the leading marketers in the business, to share her perspective on this fascinating profession and to reveal how book publishing houses interface with our libraries all around the country.
One of the best parts of working in libraries is the relationships we build with the publishing houses, often in working directly with their library marketing teams. We wanted to share with our Friends & Fiction community how these folks view libraries and how they do such a fantastic job in connecting libraries, authors, and readers. Virginia Stanley has become a trusted advocate and voice in the world of book publishing and a truly wonderful and valued friend to librarians and authors alike! We hope you enjoy my inside chat with Virginia.
What is the role of the Library Marketing dept at a publishing house?
Virginia Stanley: Library Marketing departments are responsible for getting the word out early to librarians about forthcoming publications. This is done through various ways: promoting on social media, attending conferences, sending physical galleys and e-galleys to librarians, offering title presentations, conducting author interviews, sending out newsletters to librarians. We work with trade publications such as Library Journal and Booklist to advertise our books and participate in their webinars along with other library marketers. Library Journal hosts a twice-yearly virtual conference called Day of Dialog, which is a day of programming offered to librarians. It is dedicated to raising awareness of forthcoming titles. Publishers pitch authors to speak on various panels at this conference. We also ‘build’ a virtual exhibit booth which librarians visit throughout the day.
Ron: I love the LJ Day of Dialog! I have attended and have also been fortunate to serve as a panel moderator on many occasions. It’s a fantastic way for library folks to get super early access to authors and books to start promoting to readers!
In their inaugural Movers & Shakers edition, Library Journal called you a “Bridge Builder.” Tell us what this means to you.
Virginia: Connections are everything. Getting a book into the hands of a librarian is a privilege. Finding the right match can open up a world — to librarians, their patrons, and to writers. Introducing an author to a librarian can be like a key opening a lock. There is a sea of books out there. How to choose what to read? This is a review-driven industry and librarians rely heavily on those reviews and patron demand to make selections. Being a Library Marketer in a position to raise awareness of titles and talk up books that speak to a certain readership, is a real privilege. It’s a unique position: to help build that bridge between writer/librarian/patron. It was an honor being included in Library Journal’s inaugural Movers & Shakers edition.
Ron: They were so very accurate in naming you a “Bridge Builder.” You live up to this in every way. I was named a “Mover and Shaker” in 2020, so I wholeheartedly agree with what an honor this is!
What role are publishers and folks in roles like yours playing in the effort to combat book banning?
Virginia: Unfortunately, book bans are steadily on the rise. The American Library Association captures data on banned and challenged books. In March of 2024, the ALA reported a record number of unique titles that had been challenged in 2023. Unite Against Book Bans offers tools to fight against censorship. Throughout the year, publishers raise awareness and promote their books which have been banned or challenged. During Banned Books Week (this year, it’s September 22-28, 2024), the book community as a whole shines a spotlight on titles that have been banned or challenged. Information on banned and challenged books and the fight against censorship can be found on the American Library Association’s website.
Ron: This is such important work. I’m grateful for the active role that publishing houses are taking. And for anyone reading this who might think book banning is not a real threat or is somehow overblown, I’m here to set the record straight. Book banning was the primary focus of much of the programming at the last ALA conference I attended. Our panelists in last week’s installment of this roundtable each had a lot to say on the subject, too. So, check that out HERE if you haven’t yet read it.
How do sales to libraries impact a book's trajectory?
Virginia: There are many factors that contribute to the trajectory/popularity of a book. Sales to libraries is one of those factors. Depending on budgets and patron demand, libraries can buy multiple copies of a single title. Early interest in a book can influence a librarian’s purchasing decisions. Studies have consistently shown that library patrons are also book buyers.
Ron: Much like pre-orders can support book sales for authors, libraries maintain a hold list, which acts just like a waiting list. As budgets allow, each library has a hold to copy ratio that helps alert them when more copies of a title need to be purchased to satisfy demand. So, get those holds placed on books early to help your library know what readers are excited about!
What role can libraries play in launching an unknown author or making a debut into a success?
Virginia: Librarians are forever creating ways to raise awareness of new authors. Programming/author events can do wonders for an author, For debut authors, that can be a challenge unless they are local to the library. Hosting virtual author events is a great way to introduce a new author to patrons. Debut authors are eager to promote their books and virtual events are affordable and can be far-reaching, even if that author does not yet have a recognizable name! Some patrons may be interested in the writing process. Hearing from a recently published debut author can be inspiring. Promoting this to local writers groups can yield a nice turnout! Librarians need to promote the event widely. They need to partner with a local bookseller to sell books at the event and to cross-promote the author's appearance. The author event should be everywhere: On the library’s calendar of events (e-blasts to patrons are a great way to promote an event if you’ve missed the print deadline for a physical calendar mailing.) Visuals in the library promoting the upcoming author appearance, social media, promotion/signage in the branches. Ask the author to record a brief video, encouraging patrons to attend the event. Spread the word on the library’s site. All of these efforts can add up to a nice turnout. Word of mouth is a powerful thing! Book clubs are hugely popular in libraries. Inviting an author to participate in a virtual conversation with book club members is also exciting and can really help spread the word. An author who has a strong social media presence can help amplify the event. I have worked with many authors who had successful events at libraries early in their career: Karin Slaughter, Mary Kay Andrews, Lisa Scottoline, Dennis Lehane, to name a few.
Ron: Thank you so much for sharing all of that, Virginia. I know that we have many library workers in our Friends & Fiction community who can benefit from your advice in creating meaningful events!
Why is it important for authors to include events at libraries on their book tours?
Virginia: Most authors want libraries included in their tour! They feel a debt of gratitude to libraries for having provided a safe place to write and do research for their books. In many communities, libraries are the cultural hub.
Ron: And library events continue to be incredibly popular. Getting to meet a debut author begins to build their fan base and helps spread the word about up and coming writers. Conversely, fans flock to libraries to see some of their longtime favorites and it’s always such a personal joy to see the anticipation of someone getting to meet someone they have long felt a connection to.
One of our favorite questions to ask our guests is what role did libraries play in developing your own interest in books and reading and/or in leading you to the career you have built?
Virginia: My mother worked in a school library and was forever bringing home books for me to read. She brought me to our local public library when I was very young and signed me up to receive my first library card. I was hooked! We went every week. She came home with her adult titles and I came home with B is for Besty, Encyclopedia Brown, Charlotte’s Web. The seed was planted. I majored in English and Creative Writing, landed a job in Library Marketing and there I stayed!
Ron: I love hearing childhood library stories. I grew up in a very rural area of central New York and books and reading were not a part of my life until I was in school. I remember my kindergarten teacher singling a few of us out as early readers and giving us special attention. From there it became the school librarians who recognized something in me and handed me titles I still treasure to this day like From the Mixed Up Files of Mrs. Basil E. Frankweiler and Misty of Chincoteague. I was a goner. Books became a lifeline and eventually a hugely rewarding career.
Thank you to our guests for joining us on this 2-part discussion of the value and necessity of libraries. Also thank you to everyone for coming along on this tribute to librarians and more. We hope that you have learned a few things, and perhaps feel inspired to thank a librarian in your own experience for all the varied and surprising things libraries do to remain vital in communities. Please feel free to share your own stories and highlights about libraries in the comments. We appreciate you all!
Join the discussion! Tell us in the comments about the role that libraries played in your development as a reader.
Remember to tune in to Friends & Fiction, where Patti Callahan Henry, Kristy Woodson Harvey, Kristin Harmel, and Mary Kay Andrews interview the authors of some of the year’s most buzzed-about books every Wednesday at 7pm ET on Facebook and YouTube. You can also catch these interviews on our podcast, with episodes released every Friday.
About the Contributors
RON BLOCK works as a manager at the Cuyahoga County Public Library in Cleveland, OH and is one of our beloved co-hosts on the Friends & Fiction web show and podcast. His passion for libraries, reading, and cooking has fueled nontraditional library programs and community collaborations. Ron was named an LJ Mover and Shaker in 2020 and has served as a cookbook judge for the James Beard Awards.
VIRGINIA STANLEY is the Director of Library Marketing at HarperCollins. She was included in Library Journal’s inaugural Movers & Shakers edition, being called a ‘Bridge Builder’ because of her outreach to libraries across the country and including libraries on author tours as often as possible. She enjoys coming-of-age books, Broadway shows, and any song sung by Cher.
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