Orientation: Book Publishing & Marketing

What to Expect when Working with a Book Publisher

Your Author Onboarding Guide

Welcome to Cedar Fort Publishing & Media. We’re excited to work with you. This guide sets clear expectations around publishing, marketing, sales, retail placement, events, and media so you know what to expect and how to get the best results from this partnership.

A quick note if you are newer to publishing: the industry has changed significantly, even in the last 10 years. Many authors still carry expectations from an earlier era when publishers handled most promotion. Today, success is usually built through shared effort between publisher systems and author visibility.

Publishing Is a Partnership

The simplest way to think about modern publishing:

  • Publishers provide professional production, distribution, access, and infrastructure.

  • Authors provide voice, visibility, and connection to readers.

When those two roles work together, books have the strongest chance to succeed.

Sales & Marketing

Setting Clear Expectations

What You Can Expect From Us

1) Sales

We are committed to giving every title a professional chance in the retail market, while being honest about what we can and cannot control.

What we do

  • We list your book in our catalog and wholesale channels so retailers and distributors can order it.

  • We share new releases with our retail and distribution contacts as part of ongoing sales efforts.

What we cannot guarantee

  • Pitching does not equal placement. Retailers decide what they carry, how many they order, and whether they reorder.

  • We cannot guarantee store acceptance, order quantity, or in-store placement (front table, endcap, etc.).

  • We cannot guarantee which specific stores your book will appear in, and we cannot provide store-by-store lists.

How ordering typically works

  • Many retailers order through distributors or wholesale systems, and we often do not receive visibility into the exact stores where a title is stocked.

  • Timing varies. Some titles are picked up quickly, while others may take longer, and some will not be selected.

Author communication

  • Our sales team can share general guidance (how your title is positioned, typical channels, and best practices), but we cannot provide ongoing individualized sales updates for each title.

  • If you have a clear sales request, email once with all details in one message: book title, request, and deadline. Response time may vary during peak seasons.

2) New Release Support

For new releases, you can generally expect:

  • Your book will be included in our new release newsletters.

  • New releases are shared on our social media channels.

  • Your book will be professionally positioned with strong metadata, descriptions, and listings.

3) Advertising

We run advertising on select titles.

What to know:

  • Advertising decisions are performance-based and data-driven.

  • If a book performs especially well, we may continue or expand advertising over time.

  • Not every title will receive paid advertising.

4) Ongoing Promotion

Throughout the year, we feature rotating categories and collections in newsletters and promotions.

What to know:

  • Selection is curated and varies by season, performance, and audience fit.

  • Inclusion in ongoing promotions is not guaranteed for every title.

5) Social Media

What to expect:

  • New releases are posted on our social platforms.

  • Due to volume and algorithm limits, books are not reposted repeatedly.

  • If you create content about your book and ask us to collaborate, we may reshare or collaborate when it is a good fit.

6) Events

Publisher-hosted signings

  • Cedar Fort hosted book signings are currently suspended indefinitely. If this changes, we will announce updated guidelines.

Author-led events

  • You are welcome to set up your own launch events, talks, and local opportunities.

  • Please do not contact bookstores on behalf of Cedar Fort.

  • Deseret Book does not accept event or stocking requests from authors, so please do not reach out to them directly for placement or signings.

Industry Reality

How Books Actually Perform

Across the publishing industry, including major publishers, the financial model is driven by a small portion of titles:

  • Roughly 10 to 20 percent of books generate the majority of publisher revenue.

  • The remaining 80 to 90 percent of titles break even or operate at a loss.

Because of this, ongoing marketing spend is typically reserved for books with proven demand. This is why publishers, including very large ones, focus sustained marketing efforts on books that are already showing strong sales signals.

Your Role as an Author

Why It Matters More Than It Used To

In today’s market, publishers often consider:

  • Social media presence

  • Newsletter subscribers

  • Existing audience engagement

This is not because publishers do not care about quality. Visibility is now a key part of discoverability, and discoverability drives sales.

If an author has little or no audience and is still accepted for publication:

  • It means we believe in the project.

  • It also means there is an expectation the author will grow over time.

Most publishers offer little or no support for that growth.

We do.

How We Support You Beyond the Book

As a mid-level publisher, we do not have unlimited manpower, but we are committed to helping our authors succeed long-term.

Education and classes on

  • Building and growing an email newsletter

  • Using social media strategically and sustainably

  • Creating and maintaining an author website

Guidance on

  • Claiming and optimizing author profiles on Amazon

  • Claiming and optimizing author profiles on BookBub

  • Claiming and optimizing author profiles on Goodreads

Training on

  • Building a review team

  • Reader engagement and launch momentum

  • Long-term author growth

One-on-one support

  • Access to a success coach

Our goal is not just to publish your book, but to help you build a sustainable author career.

Events & In-Person Strategy

Events can be meaningful and energizing, but they are often misunderstood as a marketing tool. In-person efforts tend to work best when they build long-term relationships and audience growth, not just one-day sales.

What You Can Expect

We provide education on in-person strategy, including:

  • When events make sense for your genre and audience

  • How to leverage events for long-term value (email signups, connections, credibility)

  • Why speaking to a targeted audience is often more effective than traditional signings

Important Boundaries

  • We do not currently have staff arranging events or book signings.

  • Authors should not contact bookstores on behalf of the publisher.

  • Events do not guarantee book signings or retail placement.

A Reality Check on Book Signings

Book signings can feel exciting and personally meaningful, but they are rarely strong marketing engines unless the author already has a large, proven, engaged audience.

Common industry reporting suggests:

  • Many bookstore signings sell about 4 to 8 books per event.

  • Many signings do not cover their own costs when time, travel, and inventory are considered.

Signings are typically best for:

  • Relationship-building

  • Personal milestones

  • Credibility with local readers and booksellers

They are usually not a high-volume sales strategy on their own.

Podcast & Media Readiness

Podcasts and media features can be powerful when your message is clear and you are reaching the right audience.

What You Can Expect

We provide education on:

  • Creating a strong author bio and media one-sheet

  • Developing clear talking points and angles

  • Crafting effective outreach pitches

  • Understanding what podcasts and media outlets are looking for

What to Know

  • We do not currently pitch authors to podcasts or media outlets.

  • Authors are welcome to pursue podcast and media opportunities on their own.

  • Preparation improves your chances, but does not guarantee coverage.

  • We plan to expand support in this area in the future.

Retail & Physical Store Placement

We work to make your book available wherever readers shop, but retailers make the final decisions on what they carry.

We partner with and offer our books to:

  • Amazon

  • Ingram

  • Deseret Book

  • Barnes & Noble

  • Target

  • Costco

  • Walmart

  • Independent bookstores

  • And others

Important to know:

  • Retailers make all final purchasing decisions.

  • We cannot guarantee placement in any store or chain.

  • Retailers do not share individual store locations with publishers.

  • We are not able to provide store-by-store placement lists.

  • Retail placement depends on sales history, timing, category demand, and retailer strategy.

Common Myths vs. Reality

Myth: If a publisher signs my book, they believe it will be a bestseller.
Reality: Most published books are expected to perform modestly. Success is built over time.

Myth: Marketing is the publisher’s responsibility.
Reality: Marketing is a shared effort, and author participation is the modern standard.

Myth: Book signings are a major sales strategy.
Reality: Most signings sell fewer than 10 books and are better for connection than volume.

Myth: Social media posts from the publisher drive most sales.
Reality: Author-led content consistently outperforms publisher posts.

Myth: A great book sells itself.
Reality: Visibility, timing, and audience matter as much as quality.

A Final Word

Publishing is a multiplier, not a miracle.

We can

  • Produce your book professionally

  • Distribute it widely

  • Create opportunities for visibility

  • Provide education, tools, and guidance

We cannot

  • Control reader behavior

  • Guarantee sales outcomes

  • Market every book equally forever

  • Guarantee events, signings, or media features

When expectations are clear and we work together, publishing becomes far more rewarding for everyone.

We’re glad you’re here, and we look forward to working with you.

P.S. to those who have stumbled across this article and haven't yet found a publisher, we invite you to learn more about our team. You can also submit your book or find out about our self-publishing service.