What should I know about author readings and book signings from the point of view of bookstores?

Glad you asked. From my fifteen years working at Op Cit Bookstore in Taos, NM, I’ve learned quite a bit, being an author myself. Formerly called Moby Dickens, the locally-owned and independent shop has been in business almost four decades. In that time, we’ve hosted hundreds of author events, featuring writers of all stripes with publishers of all types: major imprints, mid-size and university presses, self-published, the works.

But there’s a lot work involved. Here are some good things to know:

How to contact

Email is always a great first step. Introduce yourself, your book, and inquire about readings; include your website, if you have one, and any important links. Calling or visiting in person is fine, but don’t assume a staff member is able to give you their full attention. The store could be (happily) too busy.

Tip: Be prepared to try a couple of times. Be patient for a response. Ask the store if they have written guidelines you can review; often these will answer most of your questions.

Scheduling

This is not always easy, since the availability of both store and author has to match. Some bookshops are open seven days a week, others are not. Some have their events during store hours and mostly on weekends; others do it after hours, with multiple readings during the week. Hopefully, all will work out.

Tip: Don’t ask the bookstore to make an exception in your case. If scheduling becomes difficult, let them offer an alternative. A store might be swamped with requests and simply can’t accommodate everyone.

Will staff read your book beforehand?

Yes, no, maybe; the main thing is not to expect it. They might only be able to give the book a quick browse (if they even have it), or check out the book’s review, blurbs, and so forth.

Tip: Be understanding that a store is not obligated to accept every request for a reading. Don’t take their decision personally. It might simply be that you’re not a match.

Do you bring your own book(s)?

This needs to be worked out with each individual store. If it’s self-published and not returnable, then definitely bring your own copies. What’s important is that the book be available in time, and that you as the author are certain of it; that the sale price and split terms are clear, including payment arrangements.

Tip: Bring author copies anyway. Ask what happens with unsold books (unless you happily sell out!) Will they keep them in stock, and if so, how many? Be content with whatever they can do.

Publicity and Marketing

Ask what the store does to advertise the event, and be prepared to chip in with your own publicity. Ask about press releases to local media, email lists, flyers and so forth. Tip: Have a good bio at the ready, as well as a high resolution author photo. Do your homework on the town you’re reading at. Are there are creative ways to build the event?

Other things to consider or questions to ask:

•    Because of COVID, some stores might have amended guidelines. If so, make sure you know about them and feel comfortable with them.
•    Where in the store will you read? If during store hours, is there a noise level to consider?
•    How many chairs are available?
•    Is there a podium or mike stand? What are the acoustics like?
•    Will they provide bottled water? (Tip: Bring your own anyway)
•    Can you help with setup and cleanup?

In closing, know that both the bookstore and author want the reading and signing to be a smash. But as we all know, it’s often a crapshoot. One just never knows about turnout, and factors affecting it, including weather. So be prepared, but remain confident and joyful. You’re reading your book! And that’s everything.

Bio:
David Perez is a writer, journalist, editor, actor, radio host, teacher, and author of two memoirs: WOW! (2011) and WOW! 2 (2016). His “Speak Your Writing to Life” and “Theatre Games” workshops have attracted people from all walks of life. David’s acting roles range from Othello to Santa Claus. He lives in Taos, NM. Read his interview at http://thelatinoauthor.com/featuredauthors/perez-david/