Mastering Book Publicity with Andrew Blum
Andrew Blum, a leading PR consultant and book publicist, discusses strategies for successful book promotion, the importance of media relationships, and how authors can navigate the competitive world of publicity with confidence.
Andrew Blum is a name that resonates deeply in the world of book publicity, public relations, and media strategy. As the founder of AJB Communications, his expertise has shaped the success of countless authors, businesses, and high-profile individuals. With an impressive career that bridges both journalism and public relations, Blum has mastered the art of crafting compelling narratives and ensuring they reach the right audience.
Having worked as a journalist for esteemed media outlets such as United Press International, The New York Times Syndicate and ABCNews.com, and also having freelanced for The Wall Street Journal, The International Herald Tribune, Time Magazine, USA Today, and The Christian Science Monitor, he brings an insider’s perspective to book publicity—an invaluable asset in today’s competitive literary landscape. As a publicist, he has championed over 40 books, securing high-impact media placements and guiding authors through the intricate world of promotions with precision and strategy. His clientele spans a wide spectrum, from political figures and corporate executives to authors tackling pressing issues such as climate change, legal controversies, and social justice.
In this exclusive interview with Reader’s House Magazine, Blum shares his invaluable insights on book publicity, the keys to a successful campaign, and the evolving media landscape. Whether you’re an aspiring author or an industry veteran, his expertise offers a masterclass in navigating the complexities of book promotion with finesse and impact.
Andrew Blum’s expertise in book publicity and media strategy has shaped the success of authors, ensuring their voices reach the right audiences.
What strategies do you use to promote books and ensure they reach the target audience?
Each type of book is different and so there is a different audience – either for the book itself, or the country where the author and publisher are based in. So, the publicity campaign is targeted that way to hit the right media –- whether it be print, online, podcast or other media.
How do you measure the success of a book publicity campaign?
You can tell when you reach a certain level of media placements and book sales. You can also tell when you find out directly that as a result of a radio or TV or other interview, that book sales go up. And you can also tell when an author tells you they are happy with the publicity results.
What types of books or genres do you specialise in promoting?
Mostly non-fiction with business, political, or legal elements in the books. I also promoted a book about a girl with cerebral palsy who was able to play ice hockey. In 2024, I ended up promoting four books that each had to do with a different slice of U.S. politics and the U.S. legal system – about the four criminal indictments filed against Donald Trump, the fake electors conspiracy in the 2020 U.S. presidential election, and two books pegged to issues in the 2024 American presidential election.
Can you share examples of successful campaigns you’ve managed and what made them effective?
Two books come to mind. First, an author wrote a book about GMOs with a foreword written by Jane Goodall, the English zoologist and primatologist. I was able to place her on the HBO show “Real Time with Bill Maher,” and they put a photo of the book cover on the screen during the interview. Second, right before Brexit, I placed a U.S. Ivy League college finance professor to be interviewed live on CNN International where he was to discuss the ramifications of the Brexit vote results.
How do you approach building relationships with media outlets, influencers, and reviewers?
It’s about starting out with experience in dealing with all of these, building contacts and relationships with each book PR project, and keeping in touch them.
What advice would you give to authors who are new to book publicity and PR?
Think about publicity and marketing before you sign a publishing contract. Set up the publicity in advance of your publication date; don’t wait to the last minute or until after publication day. It is a very competitive arena to get a book out and to be successful, so you need every tool you can use to do this.
