Spreading the Word

The book industry converged on the Javits Center from May 31 to June 3 for its annual convention, BookExpo America, bringing publishers, agents, authors, publicists, sub rights brokers, and even Google to the literary party. In a truly overwhelming sea of books and book-related products, everyone was looking for a way to have some impact and cut through the clutter. We hit the expo to see who stood out with their marketing messages and promotions, from the minuscule to the my-we-spent-a-lot-of-money.While the Javits Center seemed to be having some difficulty dealing with the 90-degree heat and humidity outside on Friday (the AC just couldn’t keep up), booksellers did their best to lure conventioneers to their booths. Plenty of authors pressed the flesh and signed books (we saw lines for A.J. Jacobs, Tom Perrotta, and Rebecca Stott, as well as a whole bunch of authors in Harlequin’s massive compound at the rear of the floor), while other publishers enlisted the help of attendees to build buzz; Guinness World Records enlisted balloon artist (and world-record-holder) John Cassidy to fashion elaborate creations that could be spotted throughout the floor. (We came upon one person wearing a massive balloon cow on her head.)

Surprisingly, little food was doled out, but come 4 p.m., late-afternoon libations started appearing. The Authors Guild hosted Judy Blume for mint juleps, while Adams Media Corporation held "Dogtoberfest" to promote Let's Have a Dog Party! 20 Tailwagging Celebrations to Share With Your Best Friend by People for the Ethical Treatment of Animals founder and president Ingrid E. Newkirk (serving beer for both people and dogs—the latter non-alcoholic, of course).