Case Study Category: Audience Growth

Securing and Maximizing a National Television Feature

When Reginald L Reed Jr. approached Books Forward about his true crime memoir The Day My Mother Never Came Home, we knew his extraordinary story deserved national attention.

To promote his book and amplify Reggie’s message of resilience and healing, we implemented a media strategy that helped secure a variety of national coverage, including one of the biggest true crime platforms in the country: a full-length episode of 48 Hours dedicated entirely to Reggie’s story, boosted on CBS Mornings.

An Epic Campaign, and Just the Beginning 

Before we secured 48 Hours, Books Forward had already confirmed strong national and local media for Reggie, including features in Newsweek, A&E True Crime, Rolling Out, Texas Standard, San Antonio Report and Watch Daytime, along with appearances on topic-relevant podcasts like True Crime Garage and A Trauma Survivor Thriver’s Podcast.

In addition to the interviews and feature stories on Reggie and his memoir with a variety of print and broadcast platforms, bookish media like Shepherd, Crime Reads and Publishers Weekly also championed The Day My Mother Never Came Home.

Amplifying a Major Media Win

The 48 Hours feature — titled after his memoir — was a high-impact opportunity. So ahead of the air date, our team revamped the book’s retail pages and Reggie’s author website, double-checked his book’s distribution platforms to be sure everything was still set up and functioning properly to handle book sales (especially important as an indie author), and prepared a targeted media list so we could move quickly when CBS confirmed the episode’s air date.

With the air date announced, we launched a coordinated campaign to leverage the national attention. We reached out to bookstores about new stocking and signing opportunities, coordinated renewed media interest and promoted the 48 Hours coverage across our social media channels, engaging and sharing CBS’ posts to boost visibility.

A Story That Resonates

Media interest surged again, with new features from AOL News, The Advocate, San Antonio Express News, LADbible and more. The episode received high visibility on Paramount+ and CBS, and was promoted to CBS’ millions of social media followers on Facebook, Instagram and TikTok, with more than a dozen posts.

Thanks to a mix of thoughtful pre-launch preparation, nimble media strategy and Reggie’s authentic voice, we were able to help Reggie’s story reach viewers and readers nationwide. From TV interviews to book club discussions to store signings, his message about grief, healing and reclaiming one’s narrative continues to resonate. We’re proud to have helped amplify his voice — and honored to have played a part in bringing his powerful story to readers across the country.

Cornering Local Market of Book’s Setting

Typically, local media focuses on authors who reside locally. But when Colorado author Ann Lowry released her Wisconsin-set novel, The Blue Trunk, we knew its deep ties to Wisconsin’s history offered a unique opportunity. While Ann resides in Colorado, her story’s connection to Eau Claire’s hidden past created an opening for local media interest.

By creatively positioning the book as “Eau Claire’s secret history,” we reached audiences eager to engage with their community’s untold stories.

Creative Pitching Leads to Big Local Wins

Our campaign focused on pitching the book’s real-life inspiration, emphasizing its roots in Wisconsin’s asylum history. This approach resonated with media outlets across the state, leading to standout placements like a morning edition interview on Wisconsin Public Radio and a feature on WQOW (ABC 18). These high-quality gains sparked additional statewide interest, including an upcoming feature on Wisconsin Stories.

Demonstrating the Power of Local Media

Rather than solely targeting media based on Ann’s residence, we leaned into the book’s setting to expand her reach. Ann’s engaging interviews highlighted both the personal connection behind the story and the broader historical themes, capturing the attention of Wisconsin audiences and creating a ripple effect of media coverage.

This campaign is a testament to the value of local media in driving awareness and engagement. By creatively positioning The Blue Trunk within the historical context of its setting, we secured meaningful coverage that reached the community most likely to connect with its themes. Ann’s success shows that local media—when approached strategically—can be a powerful promotional tool.

Designing a Themed Influencer Tour for Post-Launch Success

The book industry often emphasizes the importance of pre-launch buzz, but tenacious debut author Christina Bacilieri’s novel The Last Refuge proved that a creative, well-timed post-launch campaign can be just as impactful.

Looking for some post-launch support, Christina partnered with Books Forward on an exclusive influencer tour. We worked together to design a one-of-a-kind, magical swag box to reach her readers in a meaningful way.

A Themed Campaign Based on Connection

Christina and our team crafted a campaign that resonated with the heart of her novel: the transformative relationships between women across generations. Christina explained, “I wouldn’t be the woman I am today without the love and guidance of the incredible women in my life, and that’s why I’ve imbued those characteristics into my female main character and her mentors.”

To honor this theme, Books Forward designed a unique swag box that created an immersive experience for influencers. The team then identified and pitched Bookstagram, BookTok and BookTube influencers who loved Christina’s genre, ensuring the campaign connected with her target audience.

Targeted Execution and Impressive Results

The campaign launched during International Day of Families week, with Books Forward coordinating reminders and follow-ups to ensure participation. The result was outstanding: more than 80 influencers posted about The Last Refuge on platforms like Instagram, TikTok, YouTube and X, collectively reaching nearly 2 million users. Influencers such as @evisbookishcorner, @thereaderandthechef and @paperfury shared enthusiastic posts that generated high engagement, with comments and likes from excited readers.

The Power of Post-Launch Publicity

This campaign illustrates the potential of a well-executed post-launch strategy. By pairing Christina’s personal connection to her book’s themes with a creative and targeted influencer tour, Books Forward helped The Last Refuge build momentum and find its audience long after its release.

Identifying Military History Enthusiasts to Create “Must Read” Buzz

When Charles Lachman, Inside Edition’s executive producer, released Codename Nemo, he didn’t just want to reach any readers – he wanted to connect with the dedicated community of military history enthusiasts who would truly appreciate this WWII Navy story. We focused on connecting Charles with audiences that aligned with his narrative’s historical depth and relevance, ensuring Codename Nemo formed a dedicated reader base who would most resonate with its gripping, historically rich storytelling – a solid foundation for prolonging sales after release.

Targeted Outreach to a Dedicated Fanbase

The campaign focused on military and WWII-focused media that spoke directly to history lovers. This niche targeting complemented Charles appearance on CBS Mornings by broadening his reach within the communities where his story would have the most enduring impact. We secured features in key outlets like Military.com, Navy Times and The Archive. We also coordinated interviews with American Warrior Radio, Spycraft 101, Veterans Breakfast Club, WW2 Podcast, Veterans Radio and naval history museum’s podcast Preble Hall. This targeted approach built excitement among military history fans and positioning the book as a must-read within the genre.

Creating a Sell-Out Impact

The campaign’s success was evident in the book’s initial performance, with Codename Nemo quickly rising to #1 on BN.com and nearing sell-out, necessitating additional print runs to keep up with demand. These results showcased the value of connecting with specific audiences whose interest could sustain the book’s visibility well beyond the initial release.

By strategically targeting its audience, Codename Nemo avoided the “flash in the pan” publicity that can follow mainstream coverage alone. Instead, we built a campaign with longevity, connecting Lachman with readers who are likely to support and recommend his work long-term.

Scoring Major Media One Year Post-Publication

We love to challenge the misconception that (major) media coverage is achievable only within the first few months of publication. One year after the release of Dr. Tamara J. Walker‘s Beyond the Shores, we saw a unique opportunity to rekindle excitement for this essential exploration of African American travel.

By aligning our campaign with Juneteenth and the peak summer travel season, we targeted the audience most likely to resonate with Dr. Walker’s message and expertise – proving that, with the right approach, a nonfiction author can gain traction long after their book’s initial release.

A Strategic Approach with Quality Gains

An author’s expertise is evergreen, and well-written guest articles pertaining to their book can get major media traction long after publication. That’s why we targeted high-impact placements for Dr. Walker’s guest articles with quality travel media.

Books Forward secured her placement with Smithsonian (twice) as well as TravelWeekly, a magazine for travel industry professionals. We also connected her for podcast interviews with listeners specifically interested in travel, and African American/women traveling in particular. Dr. Walker dazzled on Conde Nast Traveler’s Women Who Travel podcast, as well as niche travel podcasts like Travel N Sh!t and The Black Expat Podcast.

Campaign Highlights and Long-Lasting Reach

Through strategic timing and quality placements that positioned her directly in front of her target audience, Dr. Walker’s book gained renewed visibility. The campaign demonstrated the enduring value of nonfiction when paired with intentional, well-aligned publicity.

We are thrilled to help Beyond the Shores reach new readers and establish Dr. Walker as a leading voice in African American travel literature, showcasing the power of a targeted, timely approach even beyond a book’s initial release window!

Revitalizing a Six-Book Indie Series with Strategic Marketing

Promoting an ongoing, independently published series—especially one with a five-book backlist—is no small feat. Mel Harrison’s “Alex Boyd” spy series, however, proves that with good storytelling and smart, targeted marketing strategies, indie authors can build momentum and attract new readers, even mid-series.

Partnering with Books Forward, Mel sought to boost sales for his latest installment, Crescent City Carnage (Book 6), while reigniting interest in earlier titles of the series.

Optimizing Long-Term Discoverability and Sales

To drive sales, our team organized a newsletter promotion for the most recently published novel in the series, Spies Among Us (Book 5), with remarkable results. The book soared to #50 in War & Military Action Fiction and #58 in Political Thrillers, underscoring the potential of reader-focused marketing campaigns.

Simultaneously, we optimized each book’s Amazon listing by refining categories, adding bold hooks and enhancing the Editorial Reviews section with new accolades, making the entire series more appealing to new readers who were now discovering it.

Building Excitement for the Next Book’s Release

With the backlist now receiving new attention, our promotion of Mel’s forthcoming “Alex Boyd” book, Crescent City Carnage (Book 6) picked up speed. We coordinated strategic media features to highlight Mel’s unique background, the series’ engaging themes and the latest exciting release. We intentionally targeted diverse coverage, securing opportunities like cover reveals, excerpts, Q&As, podcast interviews, book listings, guest posts and spotlights.

Boosting a Backlist to Promote Series Success

The results were significant. Media and influencer coverage elevated the visibility of the series, and the newsletter promotion delivered immediate sales growth. More importantly, the campaign laid a strong foundation for long-term success by enhancing discoverability and building momentum for future books in the series.

With the right strategy, an ongoing book series can find fresh success and reach new readers.

Reflecting on the campaign, Mel shared: “The Books Forward campaign produced a dramatic increase in my book sales. Without a doubt, many more potential readers were exposed to my work and are now familiar with my writing. The team demonstrated flexibility and creativity every step of the way.”

Building Momentum for a Trilogy’s Second Act

When Noah Lemelson‘s second fantasy book in his The Slickdust Trilogy was set to release, we had an exciting opportunity: expanding on the solid foundation laid by book one to create a compelling, buzzworthy campaign that would both satisfy returning fans and intrigue new readers. Our approach harnessed both the established reputation of book one, and a targeted strategy to expand book two’s reach.

Leveraging a Strong Foundation for Success

Since Noah’s first book had garnered widespread interest and positive reviews, we strategically re-engaged media outlets and influencers who had championed the first installment. We spotlighted key accolades from the debut, positioning book two as an eagerly awaited continuation. This approach resonated with both the book community and established media contacts, many of whom were thrilled to dive back into Noah’s compelling story. Accolades for book 2 began piling in: reviewers gushed that they were “thoroughly enjoying reading this steampunk fantasy“, finding it “quite fun” and “truly impressive.”

Strategic Outreach and Community Engagement

We engaged Bookstagram and BookTok influencers, and crafted tailored outreach to magazines that value in-depth storytelling. This community approach paid off: the campaign yielded an impressive volume of thoughtful, in-depth reviews across platforms. Major magazine interest paired with social media buzz fostered an organic momentum, highlighting both the quality of the writing and readers’ genuine investment in the story’s progression.

Campaign Highlights and Lasting Impact

With readers eagerly diving back into the series, book two saw substantial positive coverage, marked by numerous glowing, detailed reviews and an National Indie Excellence Award win—a testament to Noah’s storytelling. The book’s captivating cover and the solid backing from a supportive publisher also played a crucial role in driving enthusiasm. By building on a strong foundation, we crafted a campaign that not only honored the series but expanded its reach, setting the stage for continued success as Noah’s trilogy unfolds.

Winning Major Media After Carefully Building Momentum

Suzette Mullen’s memoir, The Only Way Through is Out, captures a unique and deeply personal journey of coming out later in life. Our campaign strategically aimed to connect her with diverse communities, including LGBTQ+ readers, memoir enthusiasts and audiences in her local Pennsylvania area. The focus was on building media coverage step by step, with a clear understanding that meaningful gains often take time and commitment to fully materialize.

Breakthroughs Thanks To Persistent Outreach

One of the biggest highlights of the campaign was securing SELF Magazine’s Well-Read Book Club Pick, as well as a SELF Magazine feature. This result was months in the making, involving consistent follow-ups even after an initial lack of response. Nearly six months after our first pitch, the magazine confirmed its plans to feature Suzette’s book, proving that persistence and patience can pay off.

We didn’t waste time while we waited to hear back: We secured a series of high-quality placements in influential outlets, reaching LGBTQ+ readers through LGBTQ Nation, Diva, Queer Guru, Tagg Magazine and Out Front Magazine. Her story also found gained traction in popular women’s media like One Bad Mother, Gloria, Authority Magazine and Mombian. We also heavily targeted local media outlets where Suzette had events and personal ties, such as Good Day Seattle, Houston Matters, Good Day Northwest, Philadelphia Gay News and WITF “The Spark”.

A Book – and a Campaign – That Proves It’s Never Too Late

With each gain, The Only Way Through is Out reached new readers and created a ripple effect of interest that extended well beyond its initial release. This campaign was characterized not by a single, immediate media blitz, but by cumulative impact, with each placement building on the last to create an extensive media presence over time. Suzette’s story, combined with our persistent outreach, created a lasting media footprint that continues to resonate, underscoring that sometimes the best results come from a steady, ongoing approach rather than a rapid flash of publicity.

Reaching New Audiences With Guest Articles

We love helping authors think outside of the box — or rather, outside of the book — when it comes to promotion. While book reviews and interviews are essential, guest articles are an often-overlooked yet powerful tool to boost visibility, connect with new audiences and keep a book in the spotlight long after publication.

The Power of Guest Articles

Guest articles offer both fiction and nonfiction authors the chance to tell their stories or share insights that resonate with readers. They boost search engine optimization (SEO) for an author’s name and book title (linked in the article bio), and attract audiences who might not otherwise discover their work. Best of all, guest articles can be published (and by association, boost your book’s search visibility) any time, including post-launch.

Publishing Impactful Guest Articles 

For fantasy author Alison Levy, we secured placements that showcased her personal journey in relation to the themes of her novel Magic by Any Other Name. Highlights included:

These articles revealed the “story behind the story,” offering readers authentic insights and inviting them to connect in a new way with Alison and her book.

Lasting Results and Broad Reach

These guest articles introduced Alison’s work to audience sizes ranging from tens of thousands to over a million followers, across platforms. Each article continues to attract readers and drive traffic to her author page after publication.

Guest articles are a versatile and impactful tool, and we’re proud to help authors like Alison use them to reach new audiences and share their stories in meaningful ways.

Boosting Online Reviews with NetGalley

To get Ana Lal Din’s indie YA fantasy debut Descent of the Drowned in front of an engaged YA audience, we knew that securing online reviews would be critical to the book’s success. One of the most effective tools for generating early reviews is NetGalley, a platform that allows reviewers, educators, librarians, booksellers, and media professionals to access advance copies.

Maximizing Exposure on NetGalley

We made Descent of the Drowned available to NetGalley’s 400,000+ subscribers for a limited time and secured a paid promotional spot to increase visibility. The results were impressive:

  • 1,009 downloads
  • 220 reviews
  • 285 cover up-votes
  • 68 5-star reviews
  • 82 4-star reviews

Driving Review Coverage Across Platforms

To build on this momentum, we personally followed up with each reviewer who downloaded the book, encouraging them to post their reviews on Goodreads, Amazon, personal blogs and social media.

By the time of publication, Descent of the Drowned had accumulated over 100 Goodreads reviews, with many more added in the following weeks.

Establishing a Debut Author’s Online Presence

These early reviews helped Descent of the Drowned make a splash, giving first-time author Ana Lal Din the visibility and credibility needed to build a loyal readership from day one. A thoughtful NetGalley strategy helped position this debut novel for long-term success.