I, for one, hate change. I’m a planner and a list-maker, and switching gears makes me dizzy. Checklists, deadlines and color-coded markers are the backbone of our society, sure, but when plans change, it’s better to adapt than to fight it out.
Why do publication dates change?
Publication dates can shift for a variety of reasons. However, it’s important to keep in mind that in every case, your team may suggest a date change because they believe your release would be more successful on a different day. Your team knows that publishing a book is more often a marathon than a sprint. While detours may add a mile or two to the journey, they can also better prepare you for crossing the finish line.
Here are a few common reasons for moving a book’s release date:
Production Delays: From editing and designing to printing and shipping ARCs, a lot of work goes into production, and there are often several eyes and hands working on a book all at once. A thorough publishing process opens up the possibility for delays. Editors often factor time into their schedule for a few things to go wrong. Even so, if a snag is hit in one department, it may cause others to fall behind too.
Unforeseen Circumstances: The pandemic is one of the most monumental unforeseen circumstances we’ve encountered in a while. Due to its impact on travel, many books that had planned in-person book tours had to adjust their schedules. To see some of the hundreds of altered publication dates, check out this spreadsheet from Publishers Weekly.
Competition for Media Attention: Say the planned publication date for your book was set for Election Day, or a similarly newsworthy date. As the day approaches, and you realize the impending media frenzy, your team may decide to move your release date out in order to give it a better shot at securing publicity.
Catching the Trend Wave: Book releases can also shift to earlier dates on the calendar! Typically, this is because your team is looking to capitalize on a seasonal or topically relevant trend that would help your book reach a larger audience.
How to make your date change work for you
If you haven’t begun promoting the book yet, it will be relatively easy to make a radical change, should you choose to do so. You can switch from a summer release to a fall one, for example, which was the route many publishers chose in light of the pandemic.
Or, if you’re simply recovering from a small production delay, your date may only shift back one or two weeks. In any case, let your publicist know about your date change ASAP, if they aren’t already in the know. This will be important as they begin to create press materials and organize their outreach to the media.
What if promotion has already begun using the old date?
If you’ve already begun promoting the book, a date change may feel a bit more stressful. Rest assured, though, it’s still manageable!
First, you’ll need to let your publicity team know ASAP about the new date. Your publicist may need to update interested media contacts, and they’ll want to have the correct information for their pitching moving forward.
Plan to spread the word of your date change on social media–here is where a pinned tweet may come in handy! A pinned tweet allows you to showcase one tweet at the top of your profile page, so it won’t get buried at the bottom of your feed over time. Pinning a tweet about your date change will make sure that it stays on your readers’ radars. If you’ve never pinned a tweet before, here are some helpful tips from Business Insider.
Also, be sure to make any necessary changes to your website and Twitter and Facebook banners. You may need to have new graphics made accordingly.
If you are using an email newsletter to keep friends, family, and fans updated, you should send out a special announcement of the date change as well.
What if readers forget about my book or lose interest due to the delay?
This is a valid concern, but it’s equally possible for the delay to translate into added anticipation for the release!
When in doubt, get creative: ask yourself what you can offer to readers that will be sure to keep your book on the forefront of their minds. This will likely look different for every author depending on your audience’s needs, but here are a few options to get you started:
You can plan a special giveaway in the interim, such as offering free signed bookplates to your audience. Or, you can set up a FB Live chat for your would-be pub day, where you play a few games and answer questions from your followers.
In the end, publication days may change, but our love for a good book never will.
Jackie Karneth is a publicist with Books Forward is an author publicity and book marketing firm committed to promoting voices from a diverse variety of communities. From book reviews and author events, to social media and digital marketing, we help authors find success and connect with readers.