This session dealt with bringing authors to libraries to provide programs for the community. These programs are also worthwhile as fund-raising events and provide public relations opportunities. The session was presented by librarians from the St. Louis County Library. They have an awesome program, run by Carrie Robb, who was spirited away from a corporate position to facilitate the author program series. Her expertise is what has made this program a success, in my opinion. Also since planning these events is her full time job she has the time to pursue all leads for great authors and make those community connections which bring support, both financial and media related.
The St. Louis County Library System hosts 50 author events a year, for both children and adult, with attendance of over 200,000 people. Programs generally begin about 7:30 which is during library hours Monday through Thursday, but is after hours on Friday and Saturday night. That means they have a very dedicated staff to pursue programming after normal ‘business’ hours.
The professional connections that Ms. Robb had made in her previous career certainly helped her get started with encouraging authors to add St. Louis County to their book tours. She knew ‘how it worked’ and was able to make inroads faster than many of us would be able to do. Thank goodness she was willing to give us an outline of how to get started!!
First, realize that this undertaking doesn’t happen in a few months. She says proposals and ideas have to be worked out 6 months or more ahead of a scheduled event. (Another speaker later in the day also emphasized that you can’t get events done at your library in ‘weeks’ if you want to prepare and advertise appropriately.) Also, if you are just starting out – don’t expect Stephenie Meyer or James Patterson as your first author. Ms. Robb said that Paula Deen’s fee is $100,000. That takes a lot of support from corporations in the community.
So why would your library system be of interest to a publishing company? When would they consider bringing an author to your community? Publishing companies are looking for major metropolitan areas with a strong book market. They want your library to have a partnership with a book store that reports its sales to the NYT so book sales figures improve. The publisher needs you to have a venue large enough to be worth their trip. The St. Louis County venues hold either 300 or 900, with plenty of parking. Your library should have strong ties to the media in your area so you can hope for converage both in print and on-air. Corporate sponsors that hold receptions or invite special groups to the event can also improve your chances of securing an author.
So where do you go to find money? Library and Arts Grants. Literacy Grants from Target or Sam’s Club or Walmart. State Arts and Humanties Councils. National Endowment for the Arts. Corporations such as Boeing, Whole Foods or a bank – they still really do have money. Donor groups such as a foundation that might get perks for their participation are a possibility. The millionaires in your community. You can also negotiate to get a % of the book sale profits.
Getting started is, perhaps, the hard part. Start making the bookseller connections. Pair local, regional authors from the local university, the English dept, the history dept. Allow time to create promotional materials such as bookmarks and posters. By creating visuals for this specific author, you impress the author and the publisher. Organizing a series of author’s visits with a theme can show the authors the continuity you envision.
Getting the community to attend is the next job. Maximize media converage – work those partnerships. Send out an email blast if you’ve captured email addresses and received permission from the customers to send them emails. Reach out to special groups, perhaps with special perks. Don’t forget to Twit, Blog and add information to Facebook.
Anyone getting started with an author series needs to start small, but hearing the details of the St. Louis County large initiative certainly makes you want to get in the game.