Saturday, November 4, 2023

Interview With Combined Book Exhibit’s Director of Business Development & Media, Chris Malinowski


1. What does the Combined Book Exhibit do?

Established in 1933, the Combined Book Exhibit is where multiple publishers, authors, or organizations collectively present their publications. This exhibit allows for the display and promotion of a variety of books from different authors and publishers all in one place.

The Combined Book Exhibit serves several purposes:

 

  • Visibility and Exposure: It provides a platform for publishers and authors to showcase their books to a wider audience, including industry professionals from the library and trade areas, potential readers, and other participants at the event. CBE attends 12-15 book fairs each year including, the American Library Association, Frankfurt Book Fair, London Book Fair, Beijing Book fair and many others. 
  • Networking and Collaboration: It facilitates networking among authors, publishers, agents, and industry insiders, providing opportunities for collaboration, discussions, and potential partnerships. 
  • Sales and Distribution: It can lead to potential sales or generate interest from distributors, bookstores, or individuals interested in purchasing the showcased books. 
  • Marketing and Promotion: By being part of a combined exhibit, books benefit from collective marketing efforts and gain exposure alongside other titles, potentially attracting more attention than they might individually. 
  • Showcasing Diversity: Such exhibits often feature a diverse range of genres, topics, and authors, offering attendees a broad spectrum of reading material to explore. 

2. Why should authors display their book at a book fair overseas? 

Efforts to market their title overseas can open up new opportunities and audiences for authors. International distribution and translation allow authors to tap into global markets, reaching diverse cultural and language contexts. It enhances the credibility of having their work translated into multiple languages or attracting the interest of international publishing companies and adds significant credibility to an author's resume. Authors can license foreign and translation rights, which not only generates additional income but also extends the reach of their work in regions where they might not have had access to at first. Achieving success on an international scale can serve as a power leverage point when seeking representation by literary agents or traditional publishing deals. Ultimately, expanding internationally is a strategic move for authors looking to broaden their reach, gain recognition and create more opportunities in the ever evolving world of publishing.  

3. Which book fairs are the best attended or the most influential? 

The most influential book fairs within the publishing industry that we attend are the American Library Association Annual which is the largest library conference in the US, dedicated to bringing new content, learning, and improvement for library services for libraries and librarians all over the country. CBE has been going to this fair for over 90+ years.  The Frankfurt Book Fair which is the largest and most attended book fair in the world with roughly 115,000 people from 130 counties who just attended this year 2023. CBE has been attending this show for 40 years. This show is aimed at the buying and selling of rights between professional organizations large and small, content, technology and licensing trade. Lastly, the London Book Fair which we have been attending for 30 years now. LBF has been a staple in the publishing industry for over 50 years. The entire international publishing community is present from major publishing houses to smaller independent houses.  

4. What is it like to travel to many of these fairs around the globe?  

My travels across Europe, the UK, and the Middle East have taught me valuable skills. For instance, my passion for cultural immersion has allowed me to connect with people from diverse backgrounds and develop a deeper understanding of the world. It has also honed my adaptability and problem-solving abilities. Moreover, I've found that my experiences have contributed to improved communication and a global perspective in my professional life. They've helped me approach cross-cultural collaborations with sensitivity and an open mind, making me a better team player and creating positive relationships with colleagues and clients.

5. Do you have any success stories of authors telling you good things happened as a result of displaying their books?

It's clear that the success and results of the shows the authors are involved in can be challenging to measure due to the unique nature of the market we serve. The library market in the US and the process librarians follow for data collection and subsequent purchasing certainly make it difficult to directly track the impact of the shows. The same can be said for international interest in translating authors' titles or purchasing rights, as this often involves a complex and confidential process. 

Our commitment to transparency with authors is of most importance, as it helps manage expectations and ensures that they understand the dynamics of these professional shows. While the immediate impact might not always be visible, the value we provide in connecting authors and their work with potential opportunities is undoubtedly significant.  These challenges are common in specialized industries like publishing and library services, where the impact of networking and exposure at trade shows may take time to materialize but can ultimately lead to valuable opportunities for authors and publishers. Our role in facilitating these connections remains crucial, even if the direct results aren't immediately evident. 

6. Book Expo America used to draw tens of thousands of people to its annual event, often held in New York City. It went away due to the pandemic and for lack of participation. Do you think it can return? 

BEA was at one point THE show to attend in the United States from both a US and international standpoint. At this point in time, I do not see a show similar to BEA returning anytime soon. From personal experience from traveling all over the world I hear from many people asking, “do you ever think there will be an international show back in the states” and the answer is always I hope so. It seems there is a need and demand for a US show to return to the United States. The issue is who is willing to bring back a show as important and influential as BEA was.  

7. Why do independent authors need more exposure for their books? 

When I speak to independent writers, the one piece of advice I always tell them is to always market their book. I say regardless of if you decide to use us or a different company, you HAVE to get your title out there, otherwise no one will know it exists. Marketing is crucial.  I always suggest alternative ideas of how they could push their title on their own at very low costs on their part, whether that be printing out their own ADs or bio’s to drop off at their local bookstore or library, hold their own autographing session at a library or bookstore, social media, or blogging. There are over 1 million independent titles published each year in the US. The competition is high but all it takes is that one right person to find a title and turn it into something.  

8. What other advertising opportunities do you offer to authors? 

Besides having a digital or physical display we also offer Advertising in our print and digital catalog. This is where the author, or publisher is able to take out a full-page AD (8 ½ x 11 inch). These catalogs are picked up at the show by the attendees and are also downloadable from our website.  We also own Pubmatch (Pubmatch.com) which is a digital platform for the buying and selling of copyright.  It was established in 2008 and is designed to connect publishers, authors, agents, and other publishing professionals worldwide. PubMatch serves as a digital marketplace where users can buy, sell, and manage book rights. It provides tools and resources for publishers and authors to showcase their works digitally and to find international partners, and negotiate rights deals for translation, distribution, and other publishing rights.

Users can create profiles, showcase their titles, and search for potential partners, making it easier to navigate the complexities of licensing and selling rights in the publishing industry. It's essentially a platform that aims to facilitate the buying and selling of publishing rights on a global scale, offering a way for publishers and authors to expand their reach and audience.

9. Do you see any trends in book publishing that authors should be aware of? 

With AI now being incorporated into the industry, it seems that more and more publishers are looking to utilize this to their advantage in the creation, editing, and marketing of books. Having just attended the Frankfurt Book Fair, I was able to speak with several companies regarding AI utilizing it to create audio books. They are beginning to use different languages and accents when creating these audio books using the AI technology, but once it has been created there is still a need for a human to proof it before completion. There is still some work that needs to be done but this will become a major part of the industry soon.  

Another trend that seems to be happening is that authors who are traditionally published are starting to switch lanes to independent publishing and wanting to market, sell and showcase their work themselves due to better royalties and having more say in the publishing process. The independent market for sure has taken off the last couple of years due to the pandemic as one of the factors, and I do not foresee this slowing down anytime soon.  

One other trend that is concerning is about the increasing number of overseas companies that target newly independent authors with false promises and substandard services. I created  a "Marketing Scams and False Promises" page and am collaborating with major book fairs to help identify and combat these dishonest organizations. Raising awareness about this issue is a crucial step in protecting authors from falling victim to such scams and holding these companies accountable. 

The legal actions taken by Amazon against companies falsely claiming to be Amazon KDP is a significant development in addressing this problem. Providing resources and information for authors to help them navigate these challenges is essential in the publishing industry, where there is a growing number of options and service providers. Mitigating the problem may indeed be challenging, but everyone's work in raising awareness and offering guidance is a positive step toward reducing the impact of these predatory practices in the industry. Authors and professionals play a vital role in protecting the integrity of the publishing world. 

Chris Malinowski Bio 

I am a third-generation family member and Director of Business Development and Media at the Combined Book Exhibit. With a strong foundation in organizational management, I graduated with a BA Degree in the field and have dedicated my career to the publishing industry.

Having grown up within the company from a young age, I have a deep understanding of the business. I started my professional journey with the Combined Book Exhibit, and over the years, have climbed the ranks to their current role as the Director of Business Development and Media. I play a pivotal role in overseeing the company's marketing and social media strategy, using my knowledge and expertise to engage with audiences and promote books. Moreover, my responsibility is to conduct research and analysis of emerging markets within the publishing industry, both domestically and internationally.

Need Book Marketing Help?

Brian Feinblum, the founder of this award-winning blog, can be reached at brianfeinblum@gmail.com  He is available to help authors promote their story, sell their book, and grow their brand. He has over 30 years of experience in successfully helping thousands of authors in all genres. Let him be your advocate, teacher, and motivator!

 

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About Brian Feinblum

Brian Feinblum should be followed on LinkedIn. This is copyrighted by BookMarketingBuzzBlog ©2023. Born and raised in Brooklyn, he now resides in Westchester with his wife, two kids, and Ferris, a black lab rescue dog, and El Chapo, a pug rescue dog. His writings are often featured in The Writer and IBPA’s The Independent.  This award-winning blog has generated over 3.4 million pageviews. With 4,600+ posts over the past dozen years, it was named one of the best book marketing blogs by BookBaby  http://blog.bookbaby.com/2013/09/the-best-book-marketing-blogs  and recognized by Feedspot in 2021 and 2018 as one of the top book marketing blogs. It was also named by www.WinningWriters.com as a "best resource.” For the past three decades, including 21 years as the head of marketing for the nation’s largest book publicity firm, and two jobs at two independent presses, Brian has worked with many first-time, self-published, authors of all genres, right along with best-selling authors and celebrities such as: Dr. Ruth, Mark Victor Hansen, Joseph Finder, Katherine Spurway, Neil Rackham, Harvey Mackay, Ken Blanchard, Stephen Covey, Warren Adler, Cindy Adams, Todd Duncan, Susan RoAne, John C. Maxwell, Jeff Foxworthy, Seth Godin, and Henry Winkler. He recently hosted a panel on book publicity for Book Expo America, and has spoken at ASJA, Independent Book Publishers Association Sarah Lawrence College, Nonfiction Writers Association, Cape Cod Writers Association, Willamette (Portland) Writers Association, APEX, and Connecticut Authors and Publishers Association. His letters-to-the-editor have been published in The Wall Street Journal, USA Today, New York Post, NY Daily News, Newsday, The Journal News (Westchester) and The Washington Post. He has been featured in The Sun Sentinel and Miami Herald. For more information, please consult: www.linkedin.com/in/brianfeinblum

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