How Self-Published Authors Can Use Community Newspapers to Boost Book Sales

From Local News to Local Bestseller: A Self-Published Author’s Guide to Community Press

by Vince Pannullo

Promote, Promote, Promote!

For years, customers have asked me the same question over and over: “Can you help me sell my book?”

My answer is simple:

Promote, promote, promote!

The first thing I tell authors is to start with their local newspapers.

If you work for a marketing firm, your job is to promote new products, publicize them, and encourage the public to buy them. So why should promoting your book be any different?

You have invested time, effort, and hard work into creating your book. Now it’s time to let people know it exists!

Start With Your Local Newspapers

Here is one simple, no-cost marketing strategy that many authors overlook.

Visit your local supermarket and pick up a free community newspaper. Look through its pages and see what kinds of stories it publishes. Many community newspapers feature local authors, book reviews, interviews, and articles about people making a difference in their communities.

Your first step is to contact the person responsible for book reviews or editorial content.

Call the newspaper and introduce yourself. Explain that you are a published author and ask whether the editor or reviewer would be interested in considering your book for a review or feature story.

This is also an opportunity to begin building a professional relationship. Be polite, be prepared, and listen carefully. Ask questions, take notes, and follow the newspaper’s submission instructions.

If the editor is interested, ask for the correct mailing address and the name of the person who should receive your book.

Send Your Book With a Professional Letter

Once you have the correct information, prepare your package. Include the following:

• A copy of your book.

• A professional, personalized cover letter introducing yourself and your book.

• Your contact information.

• A brief description of your book and any relevant information that might interest the editor or reviewer.

Whenever possible, address the package to a specific person by their first and last name.

About a week after mailing your book, follow up with a phone call or email to confirm that it arrived. Politely ask whether the editor has had an opportunity to look at it and whether the newspaper might consider featuring it in an article or book review.

Remember, a review is never guaranteed. Every newspaper has its own editorial policies, and the final decision belongs to the editor. However, a professional approach and courteous follow-up can help you build valuable relationships.

Don’t Stop With One Newspaper!

This is where persistence comes into play.

Don’t contact just one newspaper and sit back waiting for something to happen. Research other free community newspapers in your area and in neighboring communities. Look for publications whose readers might be interested in your book’s subject, your personal story, or your connection to the community.

Consider approaching 30–50 carefully selected newspapers and publications over time, provided they accept unsolicited review copies. Always check their submission guidelines before mailing your book.

The goal is not to send your book everywhere. It is to find the publications most likely to connect with your intended audience.

The more relevant publications you approach, the more opportunities you create for your book to receive attention.

Remember, every opportunity to put your book in front of a new audience is worth exploring.

Turn Every Review Into Marketing Gold

When you receive your first newspaper review or feature article, don’t just celebrate and put it away!

Put that publicity to work.

Save a copy of the published article or take a screenshot. Then share it on your website, social media pages, author page, and other promotional platforms.

You can also feature excerpts from the review in your future marketing materials, provided you have permission to reproduce them.

A newspaper review or feature article can help establish credibility, introduce your book to new readers, and give potential customers another reason to take a closer look.

Even after the original article is published, it can continue to support your promotional efforts.

One newspaper article can become a valuable marketing tool long after publication day.

The Bottom Line

Writing your book is only the beginning. Once it is published, you must take an active role in promoting it.

Don’t wait for readers to discover your book on their own. Reach out, make connections, follow up, and keep looking for new opportunities.

You don’t always need a big advertising budget to get started. Sometimes, a telephone call, a professional letter, and a little persistence can open doors.

After years of working with authors, one thing remains clear: creating a book is an accomplishment, but helping readers discover it takes effort.

So remember my advice: