Marketing and Publicity Glossary for Authors (2026)

TL;DR: Marketing covers the promotional efforts you pay for and control, like ads, email campaigns, and social media. Publicity covers earned media, like book reviews, podcast interviews, and press features, that you can’t directly buy. Most authors need both. This glossary defines every key term across both disciplines so you can plan smarter, budget better, and avoid the costly mistake of leaning too heavily on one side.

---

An uncomfortable stat to start with: 85% of all books receive less than $2,000 in marketing from the publisher, and more than 85% of those books sell fewer than 1,000 copies. Meanwhile, 95% of bestsellers receive upward of $50,000 in combined marketing and publicity support, often much more. The correlation is hard to ignore.

Whether you’re a first-time author trying to figure out what a publicist actually does or a self-published writer weighing whether to run Amazon Ads or pitch podcasts, this glossary breaks down every marketing and publicity term you’ll encounter. No fluff. Just clear definitions, real costs, and practical context.

Explore book marketing services to see how these strategies come together in practice.

---

Marketing vs. Publicity: The Core Distinction

The simplest way to understand the difference: marketing refers to promotional efforts the publisher pays for and mostly controls. Publicity refers to strategies that encourage other people, organizations, and outlets to use their own resources to promote your book.

In self-publishing, the author is the publisher. That means every marketing decision, from ad budgets to email sequences, falls on your shoulders. Marketing in publishing is communicating directly with the consumer about a book. It includes paid ads, email campaigns, social media, metadata optimization, and direct-to-reader promotions.

Publicity works differently. A publicist tries to acquire press coverage by pitching representatives of media outlets, television, radio, blogs, newspapers, and magazines. The goal is to convince those outlets to interview you, write a story, or review your book. Because you can’t directly pay for this coverage, consumers tend to trust it more than advertising.

Publishing professionals sometimes call marketing and publicity “two oars on the same boat.” Each role is distinct, but they work together, rowing in the same direction.

One important caveat: the digital era has blurred the lines considerably. Social media generally falls under marketing, but you’re often working on other people’s platforms. BookTok, for instance, functions as both an organic discovery engine (publicity) and a paid advertising channel (marketing). Influencer outreach can be earned or bought. The glossary entries below note these overlaps where they exist, rather than pretending the boundaries are clean.

For a broader look at how these costs fit into your overall budget, see this self-publishing budget breakdown.

---

Marketing Terms Every Author Should Know

Amazon Ads (AMS)

Pay-per-click advertising on Amazon’s platform. You bid on keywords or target specific products so your book appears in search results and on competitor product pages. Amazon Ads are among the most popular and effective paid channels for authors because they reach readers at the point of purchase. You set a daily budget and only pay when someone clicks. Success depends on your cover, blurb, and bid strategy. If you haven’t set up your Amazon presence yet, start with your Amazon Author Central page.

Author Platform

The sum of your audience, channels, and authority as a writer. Your platform includes your email list, website, social media following, speaking reputation, and professional credentials. A strong platform makes both marketing and publicity easier because you have a built-in audience. For nonfiction authors especially, platform often matters more than the book itself. A well-designed author website serves as the hub.

Book Description / Blurb Copy

The sales pitch on your retailer pages. This is the text readers see on Amazon, Barnes & Noble, or Apple Books before deciding to buy. A weak blurb kills conversions no matter how much ad spend you pour in. Think of it as the most important piece of marketing copy you’ll write. It should hook with a problem or premise, build tension, and end with a reason to click “Buy Now.”

BookBub Ads

Self-serve advertising on BookBub’s platform, separate from their featured deal emails. BookBub Ads let you target readers based on their favorite authors and genres. CPCs tend to be lower than Amazon in some categories, making them useful for testing covers and targeting niche audiences.

BookTok

TikTok’s book community, which has become one of the most powerful discovery channels in publishing. BookTok straddles marketing and publicity because organic posts (publicity) can go viral without spending a dime, but TikTok also offers paid ad placements (marketing). Authors who understand short-form video storytelling, or who partner with BookTok creators, can reach massive audiences. The catch: it skews heavily toward certain genres like romance, fantasy, and thriller.

CPC (Cost Per Click)

The amount you pay each time someone clicks on your ad. Lower CPCs mean you’re spending less to get a reader to your book page. CPC varies by genre, keyword competitiveness, and platform. On Amazon, competitive fiction keywords can run $0.50 to $1.50 per click, while niche nonfiction keywords may cost much less.

Cross-Promotion / Newsletter Swaps

Authors exchanging audience access. You promote another author’s book to your email list, and they do the same for you. This works best when both authors write in the same genre and have similarly sized lists. It costs nothing except goodwill and is one of the most effective grassroots marketing tactics available.

CTR (Click-Through Rate)

The percentage of people who see your ad and actually click on it. A high CTR means your cover image, ad copy, or headline is compelling. A low CTR means something isn’t resonating. CTR is the first diagnostic metric to check when an ad campaign underperforms.

Email Marketing / Newsletter Placements

Subscriber-based outreach for launches and promotions. Your own email list is the single most valuable marketing asset you can build because you own the relationship (unlike social media followers, who can vanish with an algorithm change). Newsletter placements on established book promotion sites like BookBub’s featured deals, Freebooksy, or Robin Reads give you burst visibility. For a deeper look at building and using your list, read this guide to email campaigns for authors.

Launch Strategy

The coordinated plan for your book’s release, including pre-order setup, ARC distribution, release-day promotions, and the first few weeks of advertising. A strong launch creates momentum that algorithms reward with better visibility. A weak launch means fighting uphill for months afterward. Timing matters enormously. For detailed planning steps, check out these book launch tips covering timelines, ARCs, and pre-orders.

Meta Ads

Facebook and Instagram paid campaigns. Meta’s targeting tools let you reach readers by interest, behavior, and demographic. These ads are particularly effective for building email lists and driving pre-orders. They work differently than Amazon Ads because you’re catching readers while they scroll, not while they shop.

Metadata Optimization

Keywords, categories, and descriptions that drive discoverability on retail platforms. Your metadata tells Amazon, Apple, and other stores what your book is about and who should see it. Poor metadata means your book is invisible even to readers who would love it. This is foundational work that should happen before you spend a dollar on ads. Authors publishing on KDP should pay close attention to category selection and keyword fields.

ROAS (Return on Ad Spend)

The revenue generated for every dollar spent on advertising. A ROAS of 3.0 means you earned $3 for every $1 spent. This is the north star metric for evaluating whether your paid marketing is profitable. Note that ROAS calculations should account for royalty rates, not just gross revenue.

Social Media Marketing

Organic and paid activity on platforms like Instagram, Facebook, TikTok, X (Twitter), and Pinterest. Organic social media builds community and keeps you visible between releases. Paid social media drives specific actions like email signups or sales. The two work best in combination.

---

Publicity Terms Every Author Should Know

ARC (Advance Reader Copy)

Pre-publication copies of your book sent to reviewers, bloggers, and influencers before release day. ARCs generate early reviews on Amazon and Goodreads, which provide the social proof that converts browsers into buyers. Digital ARCs (via services like NetGalley or BookSirens) have largely replaced printed galleys for most indie authors.

Author Tour / Speaking Events

In-person or virtual appearances at bookstores, libraries, conferences, and literary festivals. Author tours build credibility and local media coverage. For nonfiction authors, speaking engagements can be even more valuable than book reviews because they position you as an expert. Virtual events expanded access significantly during the pandemic, and many hybrid formats persist.

Blog Tour

A coordinated series of guest posts, interviews, and features on book blogs, scheduled around a launch. Each blog host publishes content about your book on a different day, creating sustained visibility across multiple audiences. Blog tours are less dominant than they were a decade ago, but they remain effective in certain genres and provide SEO-friendly backlinks.

Book Review (Editorial)

A third-party review published in a newspaper, magazine, trade journal, or established book blog. Editorial reviews carry weight because they come from independent sources. Publications like Kirkus, Publishers Weekly, and Booklist offer pre-publication review services, though some charge fees. Self-published authors face a real disadvantage here: you will probably get fewer reviews than traditionally published authors simply because major review outlets have limited bandwidth and established submission pipelines. This means self-published authors need to invest more time in guest blogging and interview-based publicity.

Media Pitch

A targeted, personalized message sent to a specific journalist, editor, or producer to convince them your book or story is worth covering. Media pitches are more effective than press releases because they’re tailored to the recipient’s beat and audience. A great pitch answers one question: “Why would this journalist’s readers care?”

Podcast Interview

Earned audio appearances on podcasts relevant to your genre or expertise. Podcasts are one of the best publicity channels for authors because they offer long-form exposure and tend to have loyal, engaged audiences. Nonfiction authors can pitch their expertise; fiction authors can discuss craft, themes, or behind-the-scenes stories.

PR Campaign

A planned, multi-touchpoint media outreach effort, usually lasting four to eight weeks around a book launch. A full PR campaign might include press releases, media pitches to dozens of outlets, podcast booking, blog tour coordination, and social media amplification of earned coverage. According to the Authors Guild, freelance book publicity campaigns typically cost between $12,000 and $24,000.

Press Release

A formal announcement distributed to media outlets about your book launch, award, or newsworthy event. Press releases are a standard publicity tool, but their effectiveness depends entirely on distribution and newsworthiness. Sending a generic press release into the void rarely works. Targeted distribution to outlets that cover your genre or topic is what matters.

Publicist

A professional who secures earned media on your behalf. Publicists have relationships with journalists, producers, and editors that take years to build. They know which outlets to pitch, how to frame your story, and when to time outreach for maximum impact. Hiring a publicist makes sense when you have the budget (see the $12K+ figures above) and a book with genuine media hooks.

A practitioner who consults with authors put it plainly: generally marketing is around things you can either pay for or do yourself, whereas publicity is linked to activity on other people’s channels. But there is a lot of overlap.

---

Where Marketing and Publicity Overlap

Several activities sit right on the border between marketing and publicity, and smart authors invest in both sides.

Author Branding

Your identity as a writer, covering your visual style, voice, genre positioning, and how readers perceive you. Branding bridges marketing (your website design, ad creative, social media aesthetic) and publicity (how journalists describe you, what makes you quotable). A strong brand makes every dollar and every pitch more effective. Your book cover design is one of the most visible branding decisions you’ll make.

Goodreads Marketing

Straddles organic engagement and paid promotions. Running a Goodreads giveaway is marketing. Getting organically added to reader shelves and “want to read” lists is closer to publicity. Both matter for discoverability.

Influencer Outreach

Can be paid (marketing) or earned (publicity). Sending a free ARC to a BookTok creator who reviews it on their own is publicity. Paying that same creator for a sponsored post is marketing. The outcome may look identical to the reader, but the cost structure and control level differ completely.

Word-of-Mouth

The ultimate goal of both marketing and publicity. Word-of-mouth is what happens when readers recommend your book without being asked. Marketing gets the book in front of initial readers. Publicity creates credibility signals that reassure new readers. Together, they create the conditions for organic recommendations to take off.

Here’s the critical warning that too many authors learn the hard way: when you put all your efforts into publicity and none into marketing, you’re taking a gamble. Publicity sounds much sexier because you might land a mention in a major publication or an NPR interview. Or you might not. Marketing delivers predictable, scalable results. Publicity delivers credibility spikes that can’t be guaranteed. You need both oars in the water.

One self-published author shared a useful reframe: “Marketing is advertising you pay for directly, while publicity is advertising you pay for indirectly. And perversely, that second kind of advertising can often end up costing more than the first.” Between hiring a publicist, attending events, and investing the time to build media relationships, the “free” coverage adds up fast.

See how integrated marketing packages combine paid and earned strategies under one roof.

---

Marketing and Publicity for Self-Published Authors: What’s Different

About 60% of one book marketing consultant’s clients are authors working directly (rather than through publishers), and of those, about 70% are self-published. That stat reflects a real shift in who needs marketing and publicity help most.

Self-published authors face specific challenges. Major review outlets, morning shows, and national newspapers have established pipelines for traditionally published books. Breaking into those channels without a publisher’s backing is harder. Not impossible, but harder. This means indie authors typically need to lean more heavily on digital publicity: podcast interviews, blog features, BookTok outreach, and niche genre communities.

The marketing side is more level. Amazon Ads, Meta Ads, and BookBub Ads don’t care who your publisher is. A self-published book with a professional cover, tight blurb, and optimized metadata can compete head-to-head with traditionally published titles in paid advertising.

The distinction between fiction and nonfiction matters here too. Nonfiction authors should prioritize establishing expertise. A blog or Substack, instructional YouTube videos, and podcast guesting build authority that drives both sales and media interest. Fiction authors, by contrast, often benefit more from reader community engagement, ARC teams, and visual platforms like BookTok and Instagram.

For authors considering the audiobook format as part of their marketing strategy, audiobook production and distribution expands the audience that both marketing and publicity efforts can reach.

---

Quick-Reference Comparison Table

Dimension	Marketing	Publicity
Cost model	Direct spend (ad budgets, service fees)	Indirect spend (publicist fees, time investment)
Control level	High, you choose targeting, timing, and messaging	Low, media decides whether to cover you
Typical activities	Amazon Ads, Meta Ads, email campaigns, social media, metadata	Press pitches, book reviews, podcast interviews, blog tours
Timeline	Ongoing, can start and stop at will	Campaign-based, usually 4-8 weeks around launch
ROI measurement	Quantifiable (ROAS, CPC, CTR)	Harder to measure (impressions, clip counts, sentiment)
Trust factor	Lower (consumers know it’s paid)	Higher (third-party endorsement)
Scalability	High, increase budget to increase reach	Limited, dependent on media interest and relationships
Best for self-published authors	Equalizer, compete on the same platforms as Big Five titles	Requires extra effort but builds lasting credibility

---

Frequently Asked Questions

What is the difference between marketing and publicity for books?

Marketing covers promotional activities you pay for and control, such as ads, email campaigns, and social media. Publicity covers earned media coverage, such as book reviews, podcast interviews, and press features, that you pitch for but can’t guarantee or buy. Both serve the same goal (selling books) but through different mechanisms.

How much does book publicity cost?

Freelance book publicity campaigns typically run between $12,000 and $24,000, according to the Authors Guild. Some publicists offer shorter, more focused campaigns for less, while high-profile campaigns for major releases can cost $50,000 or more. The “free” coverage a publicist secures is never truly free when you account for their fees and your time.

Can self-published authors get publicity?

Yes, but it’s harder. Self-published authors generally receive fewer editorial reviews and less mainstream media coverage than traditionally published authors. The workaround is focusing on digital publicity channels: podcast interviews, blog tours, BookTok creator outreach, and genre-specific review sites. Building a strong author platform makes pitching easier over time.

Should I invest in marketing or publicity first?

Marketing, in most cases. It delivers predictable, measurable results that you can scale. Publicity is valuable for credibility and can create breakout moments, but it’s unpredictable. The safest approach is to build a solid marketing foundation (optimized metadata, a functioning ad strategy, an email list) and layer publicity efforts on top.

What is BookTok and why does it matter for authors?

BookTok is TikTok’s book community, where readers share recommendations, reviews, and bookish content. It has become one of the most powerful discovery channels in publishing, capable of sending older titles to bestseller lists overnight. It blurs the line between marketing and publicity because organic posts are earned attention, but TikTok also offers paid advertising options.

Do fiction and nonfiction books need different marketing strategies?

Yes. Fiction marketing tends to focus on reader communities, ARC teams, Amazon Ads targeting comparable authors, and visual platforms like BookTok. Nonfiction marketing emphasizes establishing author expertise through content (blogs, podcasts, YouTube), building an email list around a topic, and speaking engagements. The publicity approach differs too, with nonfiction authors often being more “pitchable” to media because of their subject-matter expertise.

What is metadata optimization and why does it matter?

Metadata includes your book’s title, subtitle, keywords, categories, and description on retail platforms. Optimizing metadata means choosing the right keywords and categories so that readers searching for books like yours actually find it. Poor metadata is one of the most common and fixable reasons books fail to sell, because even the best ads can’t help if your book is invisible in search results.

How do marketing and publicity work together during a book launch?

During launch, marketing drives direct sales through pre-order campaigns, ad spend, and email blasts. Publicity generates buzz through media coverage, podcast appearances, and blog features. The combination creates a multiplier effect: publicity builds credibility that improves ad conversion rates, while marketing ensures a steady flow of readers even if publicity doesn’t land every pitch. Think of them as complementary, not competing, investments.

---

Understanding marketing and publicity isn’t optional for authors who want their books to find readers. The terms above give you the vocabulary. The distinction between paid and earned strategies gives you the framework. What matters most is putting both into action.

Book a free consultation to see how an integrated marketing and publicity strategy could work for your next release.