RESEARCH & ANALYSIS
Research & analyse successful methods to launch, market and promote a piece of self-publishing.
Once your idea is imagined in a printed, physical form, it is time to get your publication into your reader's hands. A book launch is one of the essential steps in publishing for both self-publishers and publishing companies. It is a chance to announce the book, build publicity, increase the number of purchases and pre-orders, generate visibility to new readers, and build excitement for existing fans to dive in (Bogan, 2018).
The avenues open to launch are endless. Physical launches could include staging gallery openings, exhibitions, teaming up with local charities, public debates, talks, workshops, and pop-up events. It's Nice That run Nicer Tuesdays, a platform for creatives to promote their ideas. Mark Leslie Lefebvre created a 'real-world' experience to launch his book, Haunted Hamilton. He recruited a local host-walk group to run a tour visiting three haunted spots near the launch location to entice a good turnout (Fayet, 2018).
Fig. 1: Work in progress, 2018.
Design writing focuses on niche, unique topics, so be bold and innovative in your approach to captivate and excite an audience. Liz Dubelman went as far as inventing a holiday, 'Come to Your Senses Day', to launch her book What Was I Thinking (Fayet, 2018). The type design foundry, Fontsmith created a trailer for their typeface Silas. Get media coverage and get the word out!
Aside from a successful launch, marketing and promotion are essential to the financial success of a publication and continued reader support. Maximise your distribution channels be they the more time consuming yet profitable DIY or through a professional service which, at a premium, will afford you time, faster circulation and a wider reach (Tolley, 2021).
Don't' discount digital mediums, which work hand in hand with publishing and allow for an immediate and extensive connection to your audience. Many authors promote themselves and drive sales via their websites and blogs (Bogan, 2018). Cat People Magazine uses its website to direct sales (Lewis, 2016). Through your blog, website, Facebook live-stream videos, trailers and Instagram stories, you can engage with your audience and build up excitement. Nora Roberts opened a discussion section on her blog so readers could discuss her latest release, Of Blood and Bone (Bogan, 2018). The Gentle Woman keeps their readers guessing who will grace the cover of each edition of their magazine, creating a sense of occasions and anticipation (Lewis, 2016).
Fig. 2: The Gentle Woman, 2020.
Sending newsletters to your subscribers is free marketing that allows you to communicate with your target audience directly and in a personal way. Marie Force heralded the release of Five Years Gone with a personal note to her fans. She also informed readers that they could sign up for text notifications of releases and sales — a creative way to keep fans in the loop (Bogan, 2018)! Delayed Gratification magazine rewards loyal subscribers with incentives and valued experiences - their publication arrive in a special box with a slipcase that you unwrap like a gift adding quality and value to the occasion (Lewis, 2016).
Fig. 3: Press Gazette, 2018.
Unlike traditional publishing and distribution, the digital age, which has given rise to self-publishing, offers extensive marketing and promotion options for free or in a cost-effective way. On Comely successfully launched via online sales in 2010, showing more profit for self-publishers via online magazine kiosks (Lewis, 2016).
Rob Eagar, who launches New York Times bestseller authors, said, 'one of the smartest and most underused book marketing ideas is using iTunes to line up author interviews on popular podcasts for free. Similarly, choosing the right influencers with the right audience network can drive traffic and sales in your direction.
Peridiz, a shamelessly upbeat and optimistic collection of real-life stories, successfully uses self-funding and sponsorship to bring their publication to market. Self-funding and platforms like Kickstarter and Crowdfunding allow you to control your initiative and freedom to build an audience to subscribe to your publication while providing you with the capital. The magazine Teller successfully launched through a crowdfunding initiative (Lewis, 2016).
Fig. 4, 5, 6: Trendland, 2013.
Without a professional publisher, the success of your publication rests on your shoulders. Take comfort in knowing that you have all the affordable tools to launch, market and promote your publication at hand. It just takes some innovative thought and a lot of symbolic leg work (Tolley, 2021).
WORKSHOP CHALLENGE
Sketchbook Workshop Challenge ideas for Week 8.
VISUAL CULTURE ESSAY
EAT, PLAY, SLAY!
HUBERTA THE HIPPO – SOUTH AFRICA'S FIRST CELEBRITY INFLUENCER.
In the 1920s, before the internet, media, and a wild frenzy of social media icons, a Hippopotamus named Huberta became South Africa’s first influencer. She was generations ahead of her time and managed to create a constant “buzz” and “hype”. Her legendary travels, exploits, and adventures made her an overnight celebrity who rose to local and international fame, uniting and inspiring a nation. Huberta's mythology is locked into South African folklore because Huberta captured the public's imagination and had mass appeal.
So, let’s journey back in time, but relive Huberta’s escapades as if she was the Celebrity Icon she would be if she lived in the 21st Century.
1928 - Eat, Play, Slay!
I’ve had this increasing sense of FOMO. I just think that I’m a really big hippo in a very small watering hole. So today, I put my big girl pantaloons on and decided to leave St. Lucia Bay. YOLO! There must be more to life than Zululand, and it’s supposed to be the roaring 20s after all. This place is just too small for all the dreams, ambition, and fiery sass I feel consuming me from the inside. I am more than just a hippo! So, bitches I’m finally ridding myself of the self-imposed shackles and prescribed identity, searching for fame and the big city lights.
As I sashayed away with a swagger in my step, I thought about what Ruth Etting says, ‘This suspense is killing me, I can't stand uncertainty. Tell me "no", I've got to know - Whether you want me to stay or go.’
There have been whispers of gossip on the home front, is it ‘because of the breakup with Brad?’, 'She's leaving to find a mate,' 'She's scared of hunters', 'She's searching for a new bestie,' Honestly, all I can think is “Eat, Play, Slay!”
22 November 1928 – I didn’t expect them to take “Slay” literally!
Some people tell me that this is the “golden age” of the railway, but I have to rely on my gorgeous feet to get me places. That reminds me as soon as I get to a town, I need to see if there’s anyone who can give me a well-deserved pedi.
Anyway, guided by my trusty feet and fate to direct me towards stardom, I feel as if big things are coming my way.
Well, I don’t know what Robbie Burns was smoking when he was talking about mice making plans but let me tell you, he was right about one thing… mine definitely went “agley”.
I arrived in New Guelderland today, expecting a warm welcome, but it’s not what I had in mind at all. My presence sent an Indian tribe running for the hills. I wanted to speak to the tribe’s manager because their audacity and lack of hospitality were astounding. Terrified screams replaced cheering, a flurry of arrows was not the welcome gift I envisioned, and tears of joy sounded more like hysterical wailing. Do they not know who I am destined to become? Zero Stars. Do not recommend.
23 November 1928 – The Natal Mercury is definitely not in Retrograde!
Imagine my surprise after brunching at a few more towns and farms; I was scouted by The Natal Mercury, who obviously recognised my raw talent. They have decided to feature non-other than moi with a photograph nogal! I forgave the photographer and his stalker-like tendencies after he captured my good side. I really think that I might be the precursor to all women embracing their curves and ample booties. LOLZ.
February 1929 – I’m a Celebrity Get Me Out of Here!
In the months since I was first discovered, my celebrity status has naturally spread far and wide. Local and international news have labelled me 'the Unions most famous tourist' and 'South Africa's national pet'. I really need to have a word with the sub-editors who come up with this nonsense… I am nobodies pet!
All of this fame means I am hounded day and night by paparazzi, and I think I need a bodyguard. Groupies, fangirls, and squealing crowds throw stones to get me to come out and greet them, and fans walk alongside me as if I’m a less creepy version of the Pied Piper.
Everyone looks good in black, so I finally managed to slip away unnoticed using the dead of night as cover. After hours of walking, worn out and exhausted, I stumbled upon the train tracks near the Umhlanga Lagoon.
I literally collapsed from exhaustion. I thought to close my eyes for just a minute and instead succumbed to a deep slumber under starlight. The African night sky really makes me feel hashtag blessed. I'm also blessed with clairvoyance and dreamed of making my mark in star-studded fashion on the Hollywood walk of fame. Watch out, Gloria Swanson. I’m coming for you! I was startled out of my dream reprising a role in Shifting Sands by the whoop of a locomotive and begrudgingly got up and walked away. Slowly, of course, no one rushes a star.
March 1929 – Peeping Toms
The price of fame is definitely a lack of privacy. It’s a double-edged sword because I crave the limelight but also think, ‘what does a girl need to do to get a bit of privacy?!’ I’ll tell you what she shouldn’t do… go skinny dipping!
Fame comes with its ups and downs, and sometimes, one needs to take refuge in a sanctuary to get a moment's reprieve. The monastery garden pools were supposed to be a safe haven away from prying eyes. One minute you’re bathing in naked glory, and the next, you’re a sex scandal.
Monasteries are supposed to be a sanctuary, and I didn’t expect to have my virtue questioned by a bunch of peeping toms eyeing my voluptuous curves. I recoiled in panic, turning a humiliating shade of pink as I tried my utmost to cover all my lady lumps from perverted eyes. The shame of having one’s privacy violated is almost too much to take, and I just hope this doesn’t turn into some kind of viral sexcapade! I hope every one of those vultures says three Hail Mary’s this Sunday in church.
Full Disclaimer: While there are many unscrupulous pseudo-celebrities out there who may have done this as a publicity stunt; I can assure you that I am a good and virtuous hippo who would never sully her reputation with scandal.
March 1929 – Paparazzi
Today was not one of my finest moments and could be compared to the mental break down in The Cabinet of Dr. Caligari. I felt like my world turned topsy-turvy, and everything started morphing most peculiarly. There is only so much a hippo can take before she breaks!
I’m a sensitive soul, and with the monastery incident still fresh in my mind, I haven’t been the best version of myself. So, when a photographer kept getting all up in my grill, taking photos, flashing lights, and stepping in my path, I snapped. Like an unhinged hippo on a rampage, I chased him down the main street, snapping at his heels. The poor guy actually ‘poo emoji’ himself, while the media captured every minute of the madness.
Of course, the papers misrepresented me. Tabloids just can’t help themselves. Anyway, don’t believe everything that you read in the papers.
You love me; you love me!
I seem to be mending my relationship with the press, and my popularity appears to be contagious! The press can’t get enough of me, and crowds, curious to catch a glimpse of me, gather along my travel route. I think I’ve finally made it to the biz! My name will be in bright lights in no time!
I am featured internationally in The Chicago Tribune and The New York Times, and I quote, ‘Huberta is second only to the Prince of Wales as the subject of sustained publicity wherever she goes.’
Maybe I could marry into the royal family? They need some new blood! Speaking of royal...
The local Indians have ceremonially deified me. The Kwa-Zulu Natal Hindus proclaimed me ‘Protector of the poor,’ and the National Provincial council have anointed me with ‘Royal Game’ status. OMG, I am officially royal. Queen Huberta, here we come!
1 April 1929 – April Fools
A woman has needs, and today I decided I needed to do some retail therapy and go window-shopping down Durban’s West Street. I was, of course, greeted by joyful crowds. I accepted an apple from a street vendor, much to her delight, and caused quite a stir. You’d think I’d taken the apple from the Garden of Eden the way people were going on about it! And what’s more, you would think people had never seen a hippo on the main street before?
My timing, as always, was impeccable, and this Diva splashed across the front page of the local tabloids for April Fools-Day.
I ain’t no fool!
April 1929 – Life’s a Beach
Every celebrity deserves a little time off, and I took mine at the seaside. They say that summer bods are made in winter, but my summer body was in showroom condition after walking hundreds of kilometres. Understanding the media's power, I was ready to flaunt my ASSets for the world to see.
It’s time to show the world my summer bum. So, with the sun high in the sky, I curled my hoves into the hot sand and readied myself for a day at the beach. I sunned myself and frolicked in the waves alongside Durban bathers to the delight of onlookers. I even ogled some of the local hotties. Everyone loves a celebrity having some fun in the sun, and my stellar physique and elegant swimming form made a splash in the news headlines nationwide. There’s no denying Huberta the Hippo is hot to trot and would walk the beauty pageant circuit!
Dinner and a Showdown
I had finally made it to the big city, and boy was I looking forward to a night on the town. I wanted to take full advantage of everything Durban had to offer. After getting my bronze on at the beach, I looked bloody dazzling with my sun-kissed and chic new look. I stepped out for a night on the town with my trademark swagger feeling like Greta Garbo. I have dreamed of the theatre since I was a bright-eyed pup bouncing off the watering hole floor with her nostrils above water. The magic, celebrities, lights, costumes, song and dance, and jazz hands were a marvel I couldn’t wait to experience.
You can imagine my disappointment when there was a mix up at the ticket office, and I was denied entry to the theatre. Well, I’m not ashamed to say I demanded to talk to the manager again and behaved like a bit of a Karen (Karen was the resident complainer at my first watering hole). An argument ensued, and after causing quite the stir, I stormed off in a fit of rage that would be commendable by any Diva of my stature.
Nobody puts Huberta in the corner. It was time to move on from this city... I don’t like sharks anyway.
June 1929 – Brunch on the 9th hole
As I passed through Pinelands, I spotted a luscious brunch spot. It boasted a buffet of eighteen holes of finely mowed golfing lawn at different heights, with watering holes scattered about as if curated for my dining purpose alone. Now I’m all for wild and organic produce, but sometimes I just want to get stuck into a bit of processed GMO laden food and say, ‘To hell with it!’ I can’t be healthy all the time, and as a woman who embraces a fuller figure, today I planned on indulging.
Some men play an odd game that involves iron clubs and small, dimpled white balls that they klap around. Anyway, while I was enjoying the spoils that Pinelands had to offer, a group of men hovered impatiently on the sidelines. However, etiquette prevailed as they didn’t dare approach or interrupt me. Being famous does come with some perks. Tomorrow it’ll be back to the roughage.
February 1931 - A Life Behind Bars
Today I decided to play hooky. Cited as a huge tourist attraction, I went to the zoo because I wanted to see all the city had to offer. Some famous Bloemfontein Zookeepers with special licenses were also said to be visiting, so I wanted to see what all the fuss was about. Plus, if I’m being honest, I have always had a bit of khaki fever.
I saw monkeys, elephants, leopards, zebras, and humans who looked to be frozen in place, with bewildered looks on their faces. The animals looked pretty confused too.
So, there I was, minding my own business, when out of nowhere, rangers wielding tranquilliser guns started chasing me. At first, I was excited and thought it would make great fodder for my work-in-progress bodice-ripper Fifty Shades of Khaki, but then I realised they weren’t just fanboys. I was terrified and dove into the nearest watering hole for cover. A boat overturned, people screamed and shouted, shots were fired and narrowly missed me! I raced to the opposite shore, shouldering my pursuers out of the way as I made a break for it.
Luckily, I’m more than just a pretty face and have the brains to back the brawn. I outsmarted my attackers and disappeared into the crowd.
I have never understood the need for people to box you in and control you. An artist needs free reign and creative freedom to thrive. Zoos must Fall!
A question of pronouns
My name is Huberta, and my pronouns are “she” and “her”. I am a ‘she’ and not a ‘he’!
I can now understand a fraction of the humiliation Sarah Baartman endured. I feel like I’m under such scrutiny all the time, yet people aren’t even aware of my gender pronouns?
How could my lustrous curves be mistaken for anything other than that of a full and wholesome woman? A few newspapers have been calling me Hubert, and that kind of slander cuts deep. Do I need to die, be shipped off to London for an autopsy and taxidermy before people recognise I am Huberta, with all the girly parts to prove it?
This sexist behaviour is unacceptable, and I encourage all women to band together and say “Me Too” if they’ve been subjected to this kind of humiliation.
Fake News
I am tired of people stealing my narrative.
There’s fake news circling far and wide that I am the Zulu’s reincarnated king, Shaka Zulu. Then, the Xhosa tribes say I am the spirit of a great chief who has returned to find justice for his people.
Firstly, I am a girl! Secondly, I am not possessed and don’t fancy an exorcism or attack from religious zealots. Thirdly the idea of being worshipped and the reality of the situation are vastly different. Everywhere I go, people from differing groups fall to their knees in praise; it’s a little disconcerting.
The Afrikaners have labelled my travels Huberta’s Great Trek. The audacity! They had bloody wagons and all sorts of modern kit to help them on their journey.
These people are completely missing the point of my journey. My journey is about adventure and wanderlust, with some frivolous diversions here and there. If headlines and meaning are to be attached to them, I will be the one who decides on the narrative. Until then, I’d like to be known as Slay Queen Huberta!
1930 – Gqeberha
Today I passed Port Elizabeth on the way to Port St. Johns. I find the name Port Elizabeth tough to pronounce and a tad discriminatory. They should rename it after the Baakens River that flows through it. I suggest Gqeberha, which rolls off the tongue far easier and adds a Xhosa phonetical ‘click’ for fun.
gqe . ber . ha – ‘Xhosa’ click . bear . ‘Afrikaans’ g . ha
1 million followers
I reckon by now, about a million people have come out to see me along my journey. I’d like to thank all of my fans who’ve left their homes to come out and give me a wave, cheered for me, or take photos. I don’t think I could have done this without the support of the crowds following me around.
24 April 1931 – It was the best of days and the worst of days
Today I passed King Williams Town, wandered through a few farms and came across Keiskama River. The majesty of this idyllic setting is awe-inspiring. The grass is green and luscious; birds are singing around the overflowing river banks. It feels like home and has a spiritual quality about it, as if my ancestors had lived here a hundred years ago. I think I’ve finally found my Utopia and a place to settle down and call home.
My heart is in blissful wonder, and my head is in the clouds. I reckon I’m pretty #Blesse
Two farmers hunted, shot and killed Huberta on the 24th of April 1931. She had travelled 1600 kilometres over three years. The aftermath of this tragedy was a national and international sense of mourning. Newspapers around the globe featured news of Huberta’s death. Sympathy cards and donations poured in, together with letters from far afield as Philadelphia in the United States. Flags flew at half-mast throughout the country, and the people of Pietermaritzburg sent a magnificent floral display for her memorial.
The police and House of Assembly launched a nationwide manhunt after a public outcry over Huberta’s slaying. A reward of 250 pounds for any information that would lead to the apprehension of the murderers was offered. The Marx and Hattingh families were eventually convicted and fined 25 pounds each for Huberta’s murder. A lynch mob came out in full force, and the public demonised the men who killed Huberta. They were named and shamed, and over time their lineage was marred by accidental deaths and financial ruin—a punishment fitting the crime.
In death, Huberta finally got to see the world. Crowd-funding sent her body to London for taxidermy, after which she was returned to South African for a memorial tribute, roadshow exhibitions. Thousands turned up to Durban, The Rand Easter Show, Witwatersrand Agricultural Society and East London to pay homage to their fallen hero.
Huberta’s final resting place at the Amathole Museum in King Williams Town is to this day a shrine to which people pay tribute and read her story.
J Edward Chamberlain wrote, ‘If this is your land, where are your stories’. Huberta is a legendary symbol; Huberta the Hippopotamus, an animal, united a nation and inspired hope in South Africa, a country plagued by economic hardship, poverty and racial division.
VISUAL CULTURE SYNOPSIS
I have created an Instagram profile and blog to tell the story of Huberta the Hippo, her life, adventures, and rise to fame in the 1920s. I have positioned her as the first South African Influencer.
Based on extensive research, the story is historically accurate from a location, situation and timeline perspective but humorously told from the hippo’s viewpoint.
The tone of voice is that of a young, aspirant female influencer, complete with satirical slag. Quotes and celebrity references are accurate to the timeline to further the narrative.
I have amalgamated the past with current political news, explicitly concerning Port Elizabeth’s name change to Gqeberha, which has made news headlines because no one can pronounce it. After passing through Port Elizabeth, Huberta suggests that Gqeberha is a far more suitable name choice and easier to pronounce.
Huberta documents her travels via her social media accounts, through writing, and stereotypical images and photographs taken along the way.
From selfies to paparazzi photographs and Vanity Fair’s cover, these pencil sketches painted in watercolour complement the text’s humour and enhanced the reader experience.
I hope to educate the populace on Huberta’s story in a unique way, relevant to a digital era, with a few laughs and giggles along the way.
Instagram - @eat,pray,slay!
Blog - www.eat,pray,slay!.com
VISUAL CULTURE SELF-PUBLISHING STRATEGY
A 100-word description outlining how I might fund, promote, market and launch my publication
This project would launch as an Instagram account and accompanying blog, which would make its profit through advertising revenue generated by amassing followers.
My design skills would cover the majority of the executed project spend. The marketing and promotion would be self-funded in conjunction with sponsorship and online advertisements from the Eastern Cape Education and Tourism departments. Tourism already capitalises on Huberta’s story, which adds a new and more relevant avenue for advertisers. By contacting schools, I can encourage pupils and teachers to follow Huberta’s story by pitching it as historical content sold in a unique, modern and exciting way.
I would capitalise on South African influencers’ networks excited about the project’s comedic approach to create excitement and anticipation leading up to the launch.
I genuinely believe the public would be enchanted and entertained by the illustrations and story of Huberta. Fictitious illustrations and interviews with local celebrities would spread the word about Huberta’s story. Internationally renowned chef Zola Nene could post a picture of her, and an illustrated Huberta cooking. South African comedians Treva Noah and Nik Rabinowitz could post selfies with an illustrated Huberta on their Instagram pages with a link to her site.
I would continue to update the Instagram site and blog with more of Huberta’s researched stories, perhaps embellishing along the way. T-shirts and other merchandise would be created alongside an illustrated book marketed directly to her following or audience.
The project’s potential is limitless.
REFLECTION
An age of minimalism and technology has made books more revered, coveted and visually appealing. Although publishing is shrinking, more money is being spent to justify a presence in the market.
"You have to grow constantly… Everything is so fast-paced, everything is non-stop – you can't just sit there – you have to be looking at what you're doing next to keep your readers interested", Rosa Park.
Print and production help tell a story using high quality, experimental printing and materials to create something people want to keep.
Some of these print techniques include:
Flocking – short fibres of rayon, cotton, wool or other material is applied to an adhesive-coated surface creating a velvet or suede-like texture.
Fragrance burst inks - Also known as scratch and sniff, is a specially created coating that releases a fragrance when lightly scratched or rubbed.
Mictormotion - Brings the illusion of motion to printed graphics with various patterns used to create fine line work that gives you movement and subtle effect changes depending on the viewing angle.
Textured Varnishes and Laminates - Create texture and tactility.
Thermochromic inks - Heat-sensitive inks become semi-transparent to reveal a printed message underneath when a temperature change occurs. The most common heat-reactive ink is used to reveal a message by heating it, generally by rubbing it.
Fluted foil - Adds extra dimension to printed media, so text and artwork look as if it is popping out of the page.
Pearlescent varnish; Transparent Glitter; Holographic Inks; Foiling; Micro-Engraved Foils; Embossing; Debossing (Finishing School Archive | Celloglas, 2021).
https://www.celloglas.co.uk/print-finishing/special-effect-finishes/fragrance-burst/
Being unique and innovative in both idea, approach, and execution is critical.
Reference: Tolley, S. Wall, D.,2021. Presenting, promoting, launching.
Reference: Bogan, F., 2018. 11 Creative Ways Authors Announced Their Book Launch. [online] BookBub Partners Blog. Available at: <https://insights.bookbub.com/creative-ways-authors-announced-book-launch/> [Accessed 16 March 2021].
Reference: Fayet, R., 2018. 5 Unconventional Book Launch Ideas from Professional Marketers. [online] BookBub Partners Blog. Available at: <https://insights.bookbub.com/unconventional-book-launch-ideas/> [Accessed 16 March 2021].
Reference: Lewis, A., (2016) So You Want to Publish a Magazine? London: Laurence King. Chapter 6, 8, 9, 10.
Reference: Celloglas. 2021. Finishing School Archive | Celloglas. [online] Available at: <https://www.celloglas.co.uk/finishing-school/> [Accessed 20 March 2021].
Image 1: Work in progress, 2018. The most memorable collaborative insights so far from Nicer Tuesdays. [image] Available at: <https://blog.dropbox.com/topics/our-community/nicer-tuesdays-collaboration> [Accessed 19 March 2021].
Image 2: The Gentle Woman, 2020. Spring & Summer 2020. [image] Available at: <https://thegentlewoman.co.uk/magazine/n-21> [Accessed 19 March 2021].
Image 3: Press Gazette, 2018. Co-founder of 'slow news' quarterly Delayed Gratification says it allows journalists time 'to do what they do best'. [image] Available at: <https://www.pressgazette.co.uk/delayed-gratification-co-founder-rob-orchard-once-people-have-time-to-process-you-can-get-a-new-angle/> [Accessed 19 March 2021].
Image 4, 5, 6: Trendland, 2013. Querida's Perdiz Magazine Issue. [image] Available at: <https://trendland.com/queridas-perdiz-magazine-issue-2/> [Accessed 19 March 2021].