Case Study Category: Audience Growth

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.

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.

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.

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!

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.”

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.

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.

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:

• A moving piece about the real-life inspiration behind her Young Adult Fantasy for School Library Journal’s Teen Librarian Toolbox
• A powerful essay about processing emotional abuse through writing with Writer’s Digest
• An article on navigating relationships with narcissistic parents for Women Writers, Women’s Books
• Advice on finding self love for Girl Talk HQ

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.

To get Ana Lal Din’s indie YA fantasy debut Descent of the Drowned in front of an engaged YA audience, we knew online reviews would be key to the book’s success. And we also knew that one of the keys to securing early reviews is posting advanced reader copies on NetGalley.

The online platform caters to librarians, educators, booksellers, bloggers, media and reviewers, who can download early digital copies of books for potential review. Descent of the Drowned was made available to the site’s more than 400,000 subscribers for a limited time, and we managed a promotional ad spot on the site to boost exposure.

On NetGalley, the book received 220 reviews, 1,009 downloads, 285 cover up-votes, 68 5-star reviews and 82 4-star reviews.

We also personally followed up with every person who downloaded a copy of the book on NetGalley, to encourage them to post reviews on Goodreads, Amazon their blog and social media.

As a result, Descent of the Drowned had over 100 reviews on Goodreads at the time of launch, a number which only grew after the author celebrated her pub date! These early reviews were essential for helping a first-time author gain the following she deserved.

Holocaust survivor Laureen Nussbaum’s riveting account of her family’s escape–thanks to the intervention of a brave, little-known German official named Hans Calmeyer–deserved as wide an audience as possible.

Despite the enduring cultural significance of this event, it can be challenging for a new title to get attention because of countless other titles dedicated to accounts of the Holocaust.

Resilience, persistence and adaptability are key in any good publicity plan, and we developed a fresh strategy for hooking the right outlets for Nussbaum’s book Shedding Our Stars.

We conducted ultra-specific research to find new leads, targeting journalists who were consistently writing about a). Holocaust survivors, b). Anne Frank (whom Nussbaum knew personally), c). stories of positive German involvement in the Holocaust and d). hyper-local human interest pieces in Seattle, Nussbaum’s city.

By sending very personalized pitches to these leads, we were able to secure feature stories, reviews and interviews in major international media such as The Jewish Telegraphic Agency (which fed to The Jerusalem Post and Jewish News Syndicate), The Jewish Voice, Jewish Journal, Aish Magazine, Arutz Sheva and The Dutch Review. ​We also arranged a prominent feature story for Nussbaum in The Seattle Times.

Some doors in publicity take a little finesse to open–the important thing is to adapt your approach and never stop trying! Thanks to the creative strategy and Nussbaum’s powerful story, the first print run of 1,500 copies sold out within the first couple months of publication, and the book entered its second printing! We are especially proud that the exposure met Nussbaum’s personal goal of spreading awareness of Calmeyer’s brave resistance to his Nazi compatriots, as she has received correspondence from readers enthusiastically asking more about him.