Selling Advertising Space in Books

Don't you wish companies would offer you money to include an ad about them in your next book? Most of us would love such an infusion to our writing income. A question about this coveted practice arrived in my in-box just this week.

Wendy wrote in with the following:

"Several years ago, my first health-related book was released. I am in the process of updating the manuscript and preparing for the second edition. While doing so, I also did a little research and found several companies whose nutritional products would benefit my reading audience. Before approaching these companies, I plan to set up a mock page with their product, formatted in the style of the section of my book for which it would be placed. However, before I approach these companies, I would like to have a good idea of a realistic dollar amount to ask for featuring their product. How do I go about finding out what a 'customary' fee should be for someone to advertise their product in a book?"

Unfortunately, this is one of those "what to charge" questions that you won't find any firm answers to no matter where you look. If you feel you have a manuscript that may interest potential advertisers, there are several questions you should ask yourself.

Self-Published or Not?

Is your book going to be self-published or is a traditional house interested in it? If you're turning over the rights to your manuscript to another company, they will want to do any advertising negotiations directly and they'll probably choose not to sell any advertising at all. If they do, they'll be paid for that advertising space. If you're self-publishing, you, of course, get to keep any advertising income that comes in.

Are you established or unknown in your genre or field?

Let's be realistic. Unless the author already has a built-in customer base through current contacts, such as prominent membership in a large organization, ownership of a successful electronic or print publication, writes a newspaper or magazine column, has impressive sales on a past title, or has the potential to draw incredible press based on current events, advertisers just aren't going to want to risk their money on someone who can't offer them any distribution and publicity guarantees. Your chances of success in this endeavor will be much greater if you're already known in your field, if you have had past success with book sales on a previous title, or if you have a really incredible opportunity to draw press (i.e. "I was Saddam Hussein's Personal Assistant" or "Michael Jackson's Plastic Surgeon Speaks Out"). Authors with a strong local angle may have success selling ads to local companies.

Fiction or Non-Fiction

Fiction authors won't have as much luck as non-fiction authors in attracting advertisers, and must be pretty creative to figure out advertising candidates for their titles. But, this can actually be fun.

One idea for fiction authors is to attract sponsors instead of advertisers. For example, you might be able to convince the manufacturer of a certain type of lingerie to pay you to have your main character only (and repeatedly) wear their brand of lingerie in your romance novel. Or, if there is another type of recurring theme in your book (like your character frequently drinking a certain brand of soda), you may be able to work a deal with a manufacturer of that product. If one manufacturer says no, try switching brand names and approaching another. I'm sure your character won't mind being addicted to, say, Dr. Brown's (yes, that's a real soda) instead of Nehi. Why didn't I mention Coke and Pepsi? Because I'm being realistic. When trying to work one of these deals, you should focus on smaller companies that aren't yet a household name. A small, specialty soda manufacturer will probably be more receptive than Coke or Pepsi to a creative sponsorship deal like this.

If my romance novel was set in Bar Harbor, Maine, for example, my main character might be addicted to Bar Harbor Root Beer, manufactured by Bar Harbor Brewing Company and Soda Works. If I were writing a ghost story set in Bangor, Maine, perhaps I would approach local restaurants for sponsorship opportunities, before I decide which old restaurant houses my protagonist spirit. Sure, my first choice would be The Sea Dog, right there on the Penobscot River, but there are other riverfront restaurants in the area that would work just as well. If you think about it, you can probably come up with some pretty clever ideas! And, using local companies and locations increases your chances of local press! In addition, any local companies appearing in your book will probably want to carry copies of your book on consignment for their customers.

If your book does sell well and eventually lands a traditional contract and sells even better, whatever company your character is associated with may very well be a household name in the future.

You may also be able to convince other authors who write for your genre to run ads in the back of your book for their own books...though they'll probably just offer you an ad swap. But, why not swap ads with your author friends and help each other out this way?

For non-fiction authors, the possibilities are much greater...and less creativity is required when trying to determine who might want to advertise in your book. Simply create a list of product and service categories that will complement the topic of your book. Which companies might your readers be most interested in? Approach them about running ads in your book.

Having a hard time coming up with a list of potential advertisers? Pick up a magazine that targets your book's audience and make a list of the advertisers appearing therein. You can usually find some quick contact information about them in their ads, too.

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