I’ve read several articles detailing how authors are dealing with COVID-19. The word “authors” in these articles nearly always refers to traditionally published writers who are suddenly left high and dry.

No book tours. No speaking honorariums. No presentations at book industry events.

Sounds like the normal indie author experience, doesn’t it?

Reports in the press

Here’s just a sampling of what’s been appearing in the press since March:

“The World of Books Braces for a Newly Ominous Future,” The New York Times

Erik Larson canceled the remainder of a planned 33-city tour for his best-selling book about the London Blitz, “The Splendid and the Vile”; his publisher is now looking at ways to livestream a conversation with him, and plans to post a series of short videos online in which he discusses his research and writing process. 

“15 Books and Authors Hurt by the Coronavirus,” Publishers Weekly

The mass cancellation of tours and events has forced Chavez to switch her focus to “connecting with readers on social media instead.” She is finding it difficult. “As a debut [author], it’s challenging.”

” ‘From Author to Bookshop’: The IPA Takes Stock of the Coronavirus’ Impact,” Publishing Perspectives

“Authors who had books ready for launch in the spring have had those launches put off or cancelled altogether. So they’re having to scramble to try to do an online launch, and [is that] as effective in terms of sales as an in-person launch?”

“Inside the Book Industry’s Battle to Stay Afloat During the COVID-19 Crisis,” Esquire

“They weren’t cancelled all at once,” writer Paul Lisicky said of the twenty-two stops on his cross country book tour. “No one gave me a phone call and said, ‘Your book tour is cancelled.’ It all went down one by one. It felt like a kick to the heart.”

The problem is universal

This has to be incredibly disappointing for authors who had high hopes for their book launches.

Accustomed to the kind of publisher marketing support that includes book tours and other gratifying live events, they’re now trying tactics that successful self-published authors have been using all along.

Like their indie peers, traditionally published authors are taking their book launches online. New-to-them, but standard operating procedures for others, include:

• Participating in virtual readings, interviews, and presentations
• Beefing up their social networks
• Learning how to use certain social platforms, including Instagram, effectively
• Getting creative about how to let readers know about their books

Sound familiar?

Coronavirus, the equalizer

Many of the traditionally published authors with upended book marketing plans get publisher support with these unfamiliar tactics. That takes some of the sting out of the situation.

Self-published authors don’t have this advantage, but many will say they don’t want or need it.

Those who are succeeding know their readers. And they know how and where to reach them. They know what resonates with them and they know what doesn’t. This has certainly been an advantage in an uncertain environment.

COVID-19, it seems, is the great equalizer, even in the publishing community.

What book marketing tactic is working for you right now, as people tend to stay home and read more?