Here's yet another reason to emphasize online book promotion campaigns over traditional book promotion campaigns. According to a new CNN.com article, the circulation of most (not all, but most) newspapers slipped still further in the last six months. The New York Times and USA Today's circulation has climbed slightly, but other newspapers -- including the San Francisco Chronicle and the Boston Globe -- have lost subscribers.
No book publicist would recommend avoiding newspapers and pursuing only online venues. But the truth is that newspapers are becoming less relevant while their online counterparts are becoming better trafficked all the time. Book promotion campaigns must include pitches to online venues as well as the bricks-and-mortar publications.
At the very least, there's no longer any need for an author to complain that an article mentioning his or her book appears "only online." Online is getting to be a more important venue every day.
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