
Working the "Black Expo" Circuit: New authors and small publishers get up close and personal with readers at the summer's black conventions and conferences
When an unknown, self-published novelist in his 20s wanted to sell his work and get a little name recognition, he set up shop at a black trade convention six years ago in his hometown of Philadelphia with 600 books. He sold half of them.
Today that writer, Omar Tyree, at age 30, turns out a novel a year for Simon & Shuster and is a household name to his mostly youthful audience.
He still shows up at most major expos and conventions, where he works the crowd with the same enthusiasm he had before his books were flying out of established stores. The live event is still the best way for him to get his book into the hands of his readers, says Tyree, whose most recent book is Sweet St. Louis.
Wherever a few hundred or a few thousand potential black book buyers are gathered these days, you are likely to find new authors, self-publishers, and small dealers there meeting and greeting the customers, signing books, and taking bulk orders. Many customers find it easier to part with their money if they have met the author.
The Name Game
"Expos are a good opportunity for self-published authors to get their name out there as well as meet people, because they don't have the publicity machine behind them that the mainstream press offers an African American author," says Julia Shaw, a New York City entrepreneur who coordinates author events. "People support you because they see you out there trying to do your thing."
While expos, conferences, and conventions for specific segments of the African American population proliferated over the last decade, so did the book offerings. To meet widely diversified tastes, the sellers also have to go after targeted slices of the market, often best reached en masse at special gatherings.
Competition for the book dollar is fierce. Authors and vendors have increasingly found they have to go to the customer. "Guerilla marketing" is what Dr. Rosie Milligan, one of its earliest strategists, calls it. She is author of nearly a dozen self-published books, president of Milligan Books, a publishing house, and owner of Express Yourself Books, a retail store, both in Los Angeles.
"Some of the larger companies advertise on television. They have billboards," says Dr. Milligan. "So small book publishers have to get in people's faces at the level they can afford."
Vanesse J. Lloyd-Sgambati, president of the Literary, a book promotion agency based in Philadelphia, says expos provide great marketing strategy for black books, but over the years the novelty has worn off, and onsite sales are not as high as they were six years ago. "Authors and buyers had little alternative in the beginning because big chains were not carrying vast numbers of black titles," says Lloyd-Sgambati.
Building a Market
In 1990, Dr. Milligan, who has a doctorate in business administration and a nursing degree, began to market her own self-published books on relationships and sexuality at conferences. "They're a wonderful place to market your work, if you don't have a corporate budget," says Milligan. "If just 50 people buy the book, that's 50 who read and tell so many other people about it. It's about getting your book in the hands of people."
Shaw agrees that authors' appearances will not always result in big sales. "It is a promotional opportunity," she emphasizes. "Authors have to be clear on that. You may go to an event and sell two books, but you may meet somebody at that event who is president of the Links, and be invited to speak to their chapter during Black History Month."
Milligan estimates she sold at least 30,000 copies of her early books, Satisfying the Black Woman Sexually Made Simple and Satisfying the Black Man Sexually Made Simple through expos in the early '90s.
Milligan and other authors began showing up one by one at expos, but eventually they learned to pool resources, sharing fees for booths, hotel rooms, rental cars, and other costs. Says Milligan: "When people see five or six authors together, it draws them that way -- something is happening. When authors began to see that, it turned the whole industry around. Self-publishers and small, independent publishers are doing business!"
In 1996, she began promoting her first author, Victoria Christopher Murray, a writer of Christian fiction, whose novel, Temptation has since become tremendously popular. In 1997 she founded Black Writers on Tour with 75 writers at a conference in L.A. Now the Los Angeles-based group takes authors to meet booksellers and readers at expos in Chicago, New York, Cincinnati, Indianapolis, and other cities, at conferences like the Phenomenal Woman Tour and the Mobil (A.W.O.T.) African American Women on Tour, and conventions of major social and fraternal organizations.
Milligan estimates that her authors have sold 200,000 or more books over four years, 15,000 of Murray's alone. In the year 2000 and beyond, Black Writers on Tour plans to stretch out to smaller cities and tap into the large religious conventions.
Shaw, the president of the Shaw Literary Group in New York City and a 10-year veteran of the book-sales industry, agrees with Milligan on black gatherings as a marketing strategy. Her company arranges author events for numerous conventions and expos.
"It's a good marketing tool because you are tied into a major event that's being promoted; other things will bring people to the event, but once they get to the event they will get to see and hear you."
A One-Man Promo Machine
Books that do especially well at these meets are those on relationships by authors like Michael Baisden, according to several sources. His self-published book Never Satisfied: How and Why Men Cheat, published in 1995, is still a strong seller. His latest book is a novel, The Maintenance Man (Oct. 1999). Tyree gives Baisden "props" as being a master of event marketing. Shaw says Baisden is "the kind of guy, either you love him or you hate him, but the bottom line is that when he's at an expo or an event, he fills up the room."
Selling direct does have its disadvantages. "If they are not buying your book, it's frustrating," says Tyree. "You can't sit there and wait for people to come near your table. You have to talk to them and entice them to buy your book. That's where I had the advantage of being a young, energetic person who was hungry. If you're not hungry at those expos, you'd better be a famous writer or you are going to walk away disappointed."
Self-promotion is essential, Shaw agrees. "Some authors are writers," she says. "But some authors are writers and personalities. Authors who like talking, like interacting with the audience do better at this than authors who just want to write. They have to have a certain personality."
Other books popular with the crowds include general women's fiction and self-empowerment books, Shaw says. Black women's conferences like Circle of Sisters and For Sisters Only are usually built around workshops on marshalling their strengths.
"African American women are on the road to empowerment," asserts Shaw. Having motivational speakers like Susan L. Taylor, Bertice Berry and Patricia Russell McCloud and their books on hand at A.W.O.T. allows women to meet them and take home the message. McCloud, for instance, has been an orator for years at these types of events and published her first book, A is for Attitude, in late 1999. Other writers who are popular keynote speakers and presenters at women's conferences are Maya Angelou, Nikki Giovanni, J. California Cooper, Barbara Smith, Iyanla Vanzant, Brenda Wade, Gwendolyn Goldsby Grant, and Terrie Williams.
Black romance novels by authors like Donna Hill and Francis Ray of Arabesque books, a relatively new genre for us, are popular with live audiences. "They do really well because a lot of women read romance books," says Shaw, "and romance authors know how to hustle their product and relate to readers on site. They interact with people. They do book marts. They just promote, promote, promote."
Sell, Sell, Sell
"Even more popular are books by celebrities," says Shaw. According to Shaw, when L.L Cool J. came to a recent Kwanzaa expo, people lined up for 1-1/2 hours ahead of time to get books signed. "One thing I'm really trying to encourage is to get celebrity authors to participate in these events because it can drive the sale of their books," adds Shaw.
Lloyd-Sgambati, the Philadelphia promoter, notes that the authors are not paid a fee, so they want on-site sales and publicity to build more sales. When she books her clients at such events, she insists the show promoter arrange for an on-air radio interview, newspaper articles, television, and for the author's name to appear in promotional material.
Carvelas Sellers of Largo, Maryland, a manicurist/bookseller who sets up shop at various conferences and whose dream is to have a full-time store in a black neighborhood, said that he started out selling books to beauty shop patrons, then discovered large gatherings could be very lucrative. "It just took off, and I started going to different fairs and shows," he recalls. "I didn't know books sold that well!"