St. Martin's Pushes Inventive Galleys
by Rachel Deahl -- Publishers Weekly, 1/14/2008
The marketing team at St. Martin's Press is hoping the media isn't opposed to judging a book, or at least a galley, by its cover. The publisher has been making a concerted effort to do more inventive galley mailings, putting some of its mystery titles in everything from clear, police-style evidence bags to bloodstained interoffice envelopes. Though St. Martin's isn't the only house taking this tack, senior director of creative services Nancy Trypuc said the frequency of the mailings reflects an effort to draw more attention to the house's Minotaur imprint. “We're really saying, 'Hey, notice us,' ” Trypuc explained, adding that the approach won't work for every book, but is ideal for those with “a hook.”
Heartsick by Chelsea Cain
Pub date: September 2007
Number of galleys mailed: 6,000
The Hook The clear “evidence bag” purports to hold items from a murder attempt on the novel's hero, down-on-his luck Portland PI Archie Sheridan, by the serial killer he's forced to consult for insights on his latest murder case.
The Killer's Wife by Bill Floyd
Pub date: March 2008
Number of galleys mailed: 1,650
The Hook The tag on the sleep mask wrapped around the book—“Do you know who you're sleeping with?”—alludes to the unfortunate situation of the book's narrator, who's married to a serial killer.
Severance Package by Duane Swierczynski
Pub date: June 2008
Number of galleys mailed: 750
The Hook The question on the outside of the envelope— “Ever Want to Kill Your Boss?”—references the novel's set-up: a group of cubicle dwellers is called into the office for a Saturday breakfast meeting—only to find out upper management poisoned the coffee and bagels.
