Titles reach for recognition in new ways

January 24, 2001 - Many publishers continue to use "one-off" special issues to further the presence of their titles in the marketplace, traditionally an additional path for writers to extend their own writing efforts. This is good news.

Another positive trend can be seen by the aggressive ad campaign that Lucky, a young women's shoppers guide, is launching to promote the title. This includes commercials on television, in movie theaters, radio spots and posters. In this way, publisher Condé Nast hopes to quickly bump circulation from 500,000 to one million in a short amount of time. Increased readership is great for writers looking to build their name.

However, another promotion trend is emerging that excludes freelance writers not adapted to writing TV scripts, as some titles focus their efforts on producing TV specials in hopes of securing financial gain. For instance, Teen People has involved itself with four television networks in the last two years. This week, Travel + Leisure announced its intention to debut a TV series starting sometime this fall.

As publishers react to possible declining ad sales that are predicted in 2001, freelance writers might find normal channels for additional work curtailed as titles seek new avenues for promotion and financial revenues. Smart writers will continue to broaden their subject knowledge and creative approach to topics as a means to remind publishers that their ideas and material have value in the marketplace.

Writers looking to expand their horizons have a valuable tool available to them with our database, which contains useful contact and submission information on over 2000 titles currently being published.