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Why book tours are passé

Author readings and signing sessions, once the staple of publishing publicity, are being usurped by virtual encounters and promotional videos.

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The videos have another advantage: They eliminate the humiliation for an author of showing up at a bookstore event only to find the place empty. Joseph Finder, who toured Boston and the Midwest over three weeks in August for "Power Play," his most recent thriller, says store owners feel terrible about poorly attended events. And there's always an excuse: Either the weather was too nice. Or it was too foul. Or else a local football game drew away all the customers.

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Finder has produced a book a year since 2004 – and toured for each. Still, he says, a perennial question among author friends is: "What's the point of the book tour?" He has even penned a short piece lamenting the downsides of the tour for Publishers Weekly, a leading trade publication. This year, for the first time, Finder experimented with a book trailer for "Power Play." But he says he'll keep touring as long as his publisher will send him. "You don't know what works or doesn't work," he says. "You have to do everything you can."

Publishing lore credits "Valley of the Dolls" writer Jacqueline Susann and her husband, Irving Mansfield, with creating the modern book tour in the 1960s. She is said to have doggedly pushed her books onto customers and even sweetened up the truckers who delivered them with coffee and doughnuts. But some form of book tour dates back at least to the 19th century. Between 1853 and 1870, Charles Dickens gave more than 400 readings across the US and Europe.

Reaching far-flung outposts

These days, a book tour by a well-known author usually travels to just a handful of cities. Chances are, even the most ambitious promotional treks won't reach a small bookstore in, say, Dubuque, Iowa. For that reason, those involved with online marketing suggest that virtual events are actually reaching people who wouldn't otherwise come into contact with big-name authors.

"It's an interesting paradigm," says Mr. Weich of Powell's Books. "People tend to ask, 'Isn't this just going to replace the author tour?' But most places in America don't get author tours, at least of [McEwan and Halberstam's] caliber."

As for the question of whether new media will supplant a centuries-old book-touring tradition, even critics of junkets say that meet and greets will survive.

"In a way, the author tour has suffered from its monopolist role in book promotion," says Weich. "It's a really tired format."

He believes competition from other types of marketing may encourage the book tour to be more imaginative, to reinvent itself.

Budget tours

Already, publishers are thinking more strategically. Morgan Entrekin, head of Grove/Atlantic, says he is sending about 20 to 30 percent fewer authors on tour, and those he dispatches are visiting 20 to 30 percent fewer cities. But this winter, Mr. Entrekin arranged for the authors of "Halsey's Typhoon," a nonfiction account of a treacherous World War II Navy mission, to visit naval bases and shipmate reunions. It was an author tour, but aimed at a niche audience.

In August, Chris Anderson, editor in chief of Wired magazine and author of "The Long Tail," launched to connect authors with potential audiences. The site is a way of using the Internet to improve the author tour.

"We're all authors, so we've seen the ugly side of book touring first-hand," says Mr. Anderson. "The reason we chose to start our company around the book tour itself, is we believe in face-to-face contact.... We believe in author tours. We just think they can be done a lot better."

Soon, they may be.