At the antitrust trial, marketing and publicity expenditures were discussed mostly as a way of determining the level of support for Anticipated Top Selling Books (those acquired for $250,000+). While there are exceptions and surprises—the social media influencer whose posts promote the book for free; the modest acquisition that becomes an in-house favorite or hotly anticipated by readers—most publishers agreed that there was some correlation between advance level and promotional spend. Marketing Vs. Publicity In broad terms, marketing is paid for (i.e. advertising) and publicity is not, and they are usually handled by two separate departments. For marketing, in addition […]