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Create a Holiday
by Fern Reiss

So the easiest way to get the media interested in your book is to send them a press release announcing the book, right?  

Wrong. The media gets thousands of such announcements-and most go directly into the garbage pail.

But you can get all the press attention you want. Here's how to get your book the print and broadcast coverage it deserves:

Journalists love news. Give a journalist anything that sounds new, and you're guaranteed to get coverage. Unfortunately, just announcing a new book doesn't count. You need an angle-something that makes your book stand out from the crowd-and here's one that's almost foolproof.

Create a national holiday connected to your book.

Chances are, you've heard of President's Day, Labor Day, and Veteran's Day. But have you heard of Fish Amnesty Day? It's September 22. What about National LawnMower Tune Up Month? (That's in March.)  

No matter the topic of your book, you can create a holiday that connects to it. The sky's the limit here. You can go serious or funny, heartwarming or hysterical. With a little thought, you'll be able to zero in on the idea that's sure to draw media attention.    

Then write your press release announcing the holiday to the media. Don't forget the who, what, when, where, and why. And make sure you include your contact info.

Then just list your holiday for free at Chase's Calendar of Events,

The funnier and funkier your holiday, the better your chances of being picked up by the media for attention. And you can do this with just about any book or topic.

Take my Publishing Game books. I declared April 15, the day your taxes are due,'s National Write-Off Day. Here's how I began the press release announcing this holiday:

"Tired of taxes?   If you're hungering to write something besides checks to the IRS, enter this year's National Write-Off Day Contest. Sponsored by, creator of books and workshops for writers, the contest awards prizes for the best (25 words or fewer) response to "Why I shouldn't have to pay any taxes."

"We're looking for quirky answers like, 'My wife's declared me legally dead,' said Fern Reiss, author of The Publishing Game book series and creator of the contest. "Tax day is such a bummer. National Write-Off Day offers just a bit of fun to an otherwise depressing topic."   All entries will be posted on the website, where people will be able to vote for their favorite response."

If April 15th is a slow news day, you can be sure that National Write-Off Day will be featured in the news from New York to California.

So create a holiday right now, today. And then sit back and wait for the media to come knocking at your door!

Fern Reiss is the author of The Publishing Game: Bestseller in 30 Days (book promotion), The Publishing Game: Find an Agent in 30 Days (traditional publishing), The Publishing Game: Publish a Book in 30 Days (self-publishing), and the forthcoming books, The Publishing Game: Syndicate a Column in 30 Days and Expertizing: Positioning Yourself as a Name Brand. More information on her books, consulting, and all-day Publishing Game and Expertizing workshops can be found at

Copyright 2004 Fern Reiss

To see her books at click the title below:
The Publishing Game: Bestseller in 30 Days
The Publishing Game: Find an Agent in 30 Days
The Publishing Game: Publish a Book in 30 Days


Gropen Associates provides solutions to financial, accounting and management problems to publishers. Our services include inexpensive software packages and reasonably priced, individualized consulting.

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