There’s been quite a bit of collective ire on social media this week after a independent publisher (who shall remain nameless!) called into question the ‘reach’ and ‘influence’ of book bloggers, especially in relation to blog tours and whether they result in better sales and exposure for the book/author/publisher in question.
Many people felt that it was implied in the publisher’s comments that book blogs and blog tours don’t offer good ‘value’ for authors and publishers. As you can probably predict, many bloggers and tour organisers felt that this belittled their role in the book world and took the publisher in question to task over their comments. Other publishers and authors also raced to the defence of bloggers with positive examples of how the work of bloggers had helped promote their titles.
As someone who writes a relatively small blog – and could therefore be accused of having limited ‘reach’ and ‘influence’ as a blogger – I thought the furore raised some interesting questions about the role of blogging. This post is, I suppose, my reflections on this and an attempt to counter some common misconceptions about the life of a book blogger as I see it.
Firstly, and probably most importantly, I can categorically say that there are far easier ways to get free books than by becoming a blogger!
Bloggers have to work for their freebies. If we’re lucky enough to receive a requested book or be invited onto a tour, we have to read said book, actively engage with what we’ve read (often by making notes as we read), and then compose and edit a (hopefully) entertaining and informative post about it. If this is for a blog tour, we’ll have to do this for a specific date. If not, having the post ready for around a book’s publication date is considered polite so a loose deadline remains in place. And the work isn’t over yet folks! Once a post is live, a blogger will probably want to promote it on social media channels, and ensure their review is also up on Goodreads, Amazon, Netgalley etc. And they may well be engaging with and promoting other posts from the same blog tour, or for the same author/book. They may also choose to re-post when the book subsequently comes out in paperback or if it wins an award.
And, for the most part, they will be doing this whilst holding down a day job, getting the kids to school, doing the laundry and all the other sundry activities that make up everyday life. In short, this is all being done on a blogger’s free time.
So whilst there may be the odd ‘blagger’ out there who thinks a book blog is a great way to bag a ton of hot pre-release titles, I think they’d soon find there’s a bit more to it than that.
I mean, the above is just what you do once you have established yourself as a blogger. Setting up and starting out is a whole different type of work. It can take months – or even years – to establish your blog, develop your online presence, and make connections with authors, publishers and tour organisers. Very few publishers or tour organisers worth their salt will take on an untested blogger – they want to see you have a track record of regular posts and can provide a certain quality and consistency of content before they add you to their tour or mailing lists, especially for popular or high-profile titles.
Which brings us onto this idea of ‘value’. What can your blogger do for you?
Simply put, I think it’s hard to qualify a blog’s ‘reach’ and ‘influence’, especially over the course of what may be just a one or two week blog tour. ‘Reach’ and ‘influence’ are subjective and I suppose that, from my point of view, an author or publisher has to recognise that a blog post or blog tour may not necessarily equate to hordes of readers racing to their nearest bookshop waving armfuls of cash. But does any advertising campaign really do that?
Personally I feel that what we as bloggers offer is less immediately measurable but equally important – genuine enthusiasm for your book, a wish to shout about it to our online (and real life) communities, and an opportunity to increase presence. A presence that, crucially, sticks around long after the tour is over and continues bubbling away as we write more posts and gain more followers.
When I look at my stats page for The Shelf, I’m often surprised (and extremely pleased!) by how many people are still reading posts that I wrote months ago. As I was writing up this post, I had a hit on my review of Laura Purcell’s The Silent Companions – a post that I wrote back on 08 January 2018. If that reader goes and buys Laura’s book as a result of my post (and I sincerely hope they do – it’s a brilliant book), it could be argued that I had an influence on them. However that influence could not have been measured at the time of the post going live – or even in the immediate weeks afterwards.
I suppose ultimately what I’m trying to get at is the idea of assessing a blog’s ‘value’ is, to my mind, looking at it all wrong. Blogs and bloggers are, for the most part, lovers of books who wish to communicate that love to the world. The infectious enthusiasm that we have for sharing books may not be immediately measurable in terms of pounds and pence. But in terms of helping to build a buzz or develop a profile – less quantifiable goals but increasingly important to publisher and authors in our digital age – blogs and their associated social media presences are vital ways of getting the word out. And I’m sure there are blog tour organisers and publishers out there who can provide evidence of when this has then translated into sales.
By necessity, this post is a very brief overview of some very complex debates. I haven’t, for example, really touched on the role of blog tour organisers because I feel there are others working in that role who can outline that far better than I can – the wonderful Anne Cater, for example, put up a fantastic Twitter thread that persuasively (and passionately) argued in favour of bloggers, blog tours and tour organisers. Nor have I looked at the need for publisher support and promotion in relation to blog posts and tours, or the fact that many bloggers are avid readers and purchasers of books before they even start writing about them. And I’ve stayed well clear of the thorny issue of receiving ‘free’ books and ‘professional integrity’ which is a whole different ball game and one that has been ably discussed by Drew over at The Tattooed Book Geek here.
I do hope however that this post has provided some food for thought. I can only speak for myself but I don’t run The Shelf as anything other than a passion project. I aim to be professional but, ultimately, The Shelf isn’t my business – it’s my downtime. If I have ‘influence’ and can get the word out there about books I love then that’s great but I didn’t start doing this to be influential. I’m doing it because I love books and I love writing about books and having conversations about books and authors that I love with like-minded bookish folk like you.
As always, I’d love to hear your thoughts so please do drop me a comment down below or come say hi over on Twitter. And, until next time…
Happy Reading! x