One of the most compelling panels I attended at BookExpo 2018 was “Preorder Sales Secrets from the Publishing Pros.”

It included book marketers from HarperCollins, Kensington, Macmillan, and Penguin Random House.

An overarching point of the panel was that running preorder campaigns helps publishers gauge what marketing appeals succeed with the target readership.

Preorder campaigns act like the canary in the coal mine: bad results indicate that the marketing direction or metadata could be wrong.

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