What are some upcoming trends for the next year?
One quick observation is publishing schedules are changing daily. As we dig deeper into audio and e-book publication timelines surrounding their print counterparts, there is more flexibility and a lot less stringent rules with regard to generating sales. The ability to quickly maneuver during campaigns and try new methods is a perennial publishing strength. But the most important trend we face will be fighting fake news conspiracies as journalism and publishing continue to be under attack. Publishers have always been at the forefront of fact-based, long-form journalism. We now face a greater challenge to continue to rigorously fact check our content and fight for the freedom of the press. There is no democracy without a free press.
What book/genre/topic would you like to see cross your transom?
More diverse books, please! I’m working on a novel right now with a neurodiverse protagonist (He Could Be Another Bill Gatesby Donna Levin) and would love to see more books represent our current society. There is nothing more gratifying for a reader than to see herself reflected in a great story.
What topic don’t you ever want to see again?
Semifictional novels marketed as memoirs.
How do you work with self-published authors?
Our boutique literary public relations firm focuses on coverage in top broadcast, print, and online verticals as well as social media outreach. Whether we are working on literary and women’s fiction, thrillers, narrative nonfiction, YA, science fiction, or another genre, we find that media gatekeepers still look to established publishing brands to ensure that books have been properly vetted, edited, etc. We are hopeful this gatekeeping process will relax in the coming years because there are some great self-published voices out there!
What do you want to change about publishing?
I have witnessed the rise of online retailers in my 22 years working in publishing. I have always wished that publishers had a more direct route to their consumers, so I think it’s wonderful to see that publishers have been working to foster communities for readers passionate about different genres, including terrific sites like Read It Forward, Off the Shelf, Reading Group Gold, Criminal Element, Tor.com,and Unbound Worlds.
What’s unique about your corner of the publishing industry?
As an independent publicist and publishing veteran, I have the unique ability to see how big and small publishers market and publish their books on a daily basis. I’ve gained valuable insight from all of these hardworking agents, editors, publishers, and publicists. Also, as the current acting president of the Publishers Publicity Association, I am able to observe the interaction between publicists and media at our monthly luncheons. Our fellow journalists are inundated with piles of books and thousands of pitches and yet continue to succeed in sharing literature with the masses.
Tanya Farrell joined Wunderkind PR as partner with Elena Stokes in 2009. Wunderkind PR recently celebrated its 10-year anniversary. Tanya has worked with top trade and indie publishers as well as New York Timesbestselling and award-winning authors and debut writers. She is the acting president of Publishers Publicity Association and a regular speaker at Monmouth University. She is also the former associate publisher and vice president of publicity at Picador, the literary trade paperback house of Macmillan Publishing. Tanya began her career at John Wiley & Sons 22 years ago after graduating from State University of Albany with a bachelor’s degree in Spanish and business. She lived and studied in Colombia and is fluent in Spanish. A native New Yorker, she now lives in New Jersey with her family.
