PRINTUnder the Covers
Forget what mom said, go ahead and judge a book by its cover
February 7, 2008 | 12:00 a.m. CST
For some people, going to the bookstore is a quick and easy trip. They walk in, grab the right book, and they’re on their way. But for others, finding the right book is as difficult as solving algorithms. So forget the saying “don’t judge a book by its cover.” With marketing today, there is no reason not to — the reader just needs to know what to look for.
According to Judy Merrill Larsen, a St. Louis author, the combination of the color scheme and graphics is especially important. On the initial cover for her book, All the Numbers, her publishers didn’t quite get it right. “The colors and picture didn’t go together,” says Larsen. “The book buyer said they would not stock it because they didn’t know if it was intended for children or their mothers.”
The redesign struck gold. Because of the new, softer sepia tones, Larsen attributes much of the marketing success of All the Numbers to the last-minute cover change. As a reader, look for those covers that are enticing enough to read the descriptions on the back.
“I have a friend who reads romance novels; if it doesn’t have the right picture on the front, she won’t buy it,” says Janet Musick, senior editor and publisher at Columbia-based Tigress Press Company.
If the cover isn’t appealing or the target audience isn’t clear, put it down and continue browsing. After all, the cover is supposed to draw in curious passersby.
And if an appealing cover isn’t enough on its own, the back summary should sell it. Look for meaningful sentences that make the book seem like a must-read. Don’t be persuaded by overused words like “dazzling,” “best novel since ... ,” “riveting” or “hilarious.” Know what the book is about, not that it’s like every other award-winning work. Because Musick likes novels set during the crusades, she looks for the word “templar” on the cover or in the description. Find words that mean something.
Don’t be fooled by front table positioning: That display is there for a reason. “Publishers pay to get face-out placement,” says Larsen. “Most readers don’t buy the book looking at the spine.”
If the title doesn’t stand out — regardless of where the book is placed — reconsider buying the book. A big name doesn’t always mean a worthwhile read.
Columbia Books owner Annette Kolling-Buckley says some author names are more about the marketing than the book. “You get some authors like Tom Wolfe, or Tom Clancy or Stephen King, where the title of the book is almost mute because his name is on the cover so big,” she says.
A similar suggestion applies to the blurbs on the back cover. Don’t pay attention to statements from literary bigwigs commending the author. “The trick is always to get a well-known author to blurb your book,” says Larsen.
While avoiding those standardized promotions, also carefully consider the best-seller claims. They reflect neither what’s really being bought nor read. Try using an alternative such as the American Booksellers Association’s best-seller list for a sense of a book’s popularity.
If at all possible, try to decide on a specific genre of interest before heading to the store. Whether it’s a good mystery, science fiction or romance novel, knowing the desired type of book provides a good starting point. See if there are any patterns on the bookshelves at home. “Once you narrow down the type of book you want, go by what artwork catches your eye and read the back or inside flap,” says Musick.
Still don’t know which book is the right one? Musick suggests reading the first two pages — this is how she decides if she wants to read a book. “My friend reads the first page; if that draws her in, she’ll turn to page 100, and if it still interests her, she buys it,” says Larsen.
Trust your instincts. If you find that the words on the page don’t grab you immediately, book it back to the shelves and continue the search to discover the hidden treasure beneath a great cover.
