Get Creative: The Challenges (and Opportunities) of Working with Authors of Creative Works

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Monday, June 12, 1:45–3:00 PM
Chair: Amanda Sharp, Marketing & Sales Manager, University of Georgia Press
Panelists: Parneshia Jones, Sales and Community Outreach Manager and Poetry Editor, Northwestern University Press; Gianna LaMorte, Assistant Director, Marketing and Sales Manager, University of Texas Press; Tom Payton, Director, Trinity University Press; Erin Rolfs, Assistant Director, Marketing Manager, Louisiana State University Press

Most university presses have strong scholarly lists and know how to work with authors to market those books. Authors of creative works (creative nonfiction, fiction, music, poetry, photography, and short fiction) require a different approach to marketing, publicity, events, and sales. One could argue that these authors have higher (and possibly unrealistic) expectations. How do marketing and acquisitions manage those expectations? Where do these titles fit in a press’s list? What marketing, publicity, and sales strategies work and what don’t? How can marketing and acquisitions work together to make this part of the list successful? This roundtable discussion will be an opportunity for marketing and acquisitions to have a frank discussion on approaches when expanding (or minimizing) this part of the list. Let's identify and capitalize on the positives of working with authors of creative works.

Session Video

To watch a replay of "Get Creative: The Challenges (and Opportunities) of Working with Authors of Creative Works," please visit AAUP's Vimeo.

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