It’s All About Timing…

Written By Mikael Carlson

You wrote a novel, had it edited, created a book cover, and it’s ready to be introduced to the world. Fantastic! Now, you need to figure out when it makes its grand debut. That could be a little trickier, and it’s an important decision. Selecting the publish date may help boost its initial impact and is foundational for future success.

Do you remember the Pirate Code from the Pirates of the Caribbean movies? That’s how I want you to view this post. These are guidelines, not hard and fast laws chiseled in stone. I have broken almost every one of the suggestions I made below while publishing my books. Some of that was by choice, and some by ignorance.

So, why is picking a date important? Simple. You owe it to yourself as an author to set yourself up for success. It’s not like prospective readers won’t buy your book if you release it at a certain time. You may just not reach as many of them.

Tis the Season

Your heartfelt romance novel isn’t going to be sought after while people shop for Halloween costumes. Your action-adventure football story won’t be interesting for fans getting ready for Opening Day at Yankee Stadium. That cozy mystery set in a New Hampshire ski lodge probably isn’t a beach read.

If your novel has a seasonal theme, it should be released just before that season. It would have made no sense for me to release my Christmas story, Banning Santa, in May. If the story focuses on cultural events (like the Superbowl or Mardi Gras) or historical anniversaries (signing the Declaration of Independence), then target a time in the vicinity of that event. That’s what people have their minds on, and there is a better chance the book will gain traction.

I think this is fairly intuitive. Horror slasher books make sense in October before Halloween and not so much on Valentine’s Day. As I mentioned, this is a rule that can be broken. I do sell my Christmas books year-round. However, for the initial release, it makes the most sense to be smart about timing a release that taps into the existing interest and enthusiasm of potential readers.

Which Month is Best?

 What’s the best flavor of ice cream? It’s subjective and varies according to taste. The first three months of the year are great for launching self-help, business, fitness, and health books because New Year’s resolutions haven’t been broken yet.

That doesn’t mean other genres can’t be successful. February and March are prime months for novels because dreary winter weather leaves little else to do other than read or watch television. Unless you write children’s books. In that case, wait until spring or summer when the kiddos are out of school.

Honestly, I find that the first quarter is good for marketing pushes, but the second quarter is ideal for new releases. The weather is getting better, people are heading out on vacation, and everyone starts thinking about their summer reading lists. That means they’re paying attention to the offerings online and in bookstores. Even better, spring momentum carries into the summer, and that’s a good recipe for keeping readers engaged and the Amazon algorithm happy.

Summer releases are okay, but you should try to avoid August. Many people are on vacation or have already purchased their summer reads. It’s an in-between month – too late for beach reads and too early for…

October thrills! Horror, thrillers, and mysteries practically take over the book market in time for Halloween. An epic fantasy or a steamy romance is going to take a back seat. This is why understanding the buying habits within your genre is important. It also applies to holiday novels. Don’t wait until December. There is a reason why stores start playing Christmas music well before Thanksgiving in the United States. An author with a cheery holiday-themed adventure shouldn’t wait until people start

The 1st or the 30th?

It isn’t as big a deal, but it’s probably beneficial to release your book earlier in the month than later in it. Most distributors (like Ingram or KDP) pay sixty to ninety days after the sales month. It’s a long time to wait for a check that only covers sales for a few days. But, again, it’s not as critical.

Advantageous Days of the Week

The Big 5 publishing houses favor Tuesdays for new releases. Why? It aligns with the weekly reset of major bestseller lists. It has the added advantage of providing a long runway to build sales velocity heading into a weekend. A Monday or Wednesday release could equally set you on the path to success, so Tuesday isn’t carved in stone. I released many of my books on Fridays, so I have broken this rule myself countless times. I can attest that you won’t get struck down with lightning if you do, too. Again…guidelines.

That’s the moral of this story. Rules are meant to be broken. The consequences of that vary. If you have thousands of followers and are releasing the seventh book in a wildly popular series, it doesn’t really matter when you release it. You should still be mindful of the above, but it isn’t a dealbreaker. I released The iAmerican, the fourth and final book of the Michael Bennit Series, three days before Christmas. Was that smart? Probably not. Did it destroy the series? Not at all.

For a new author with their first book, these are good guidelines to follow. I encourage Warrington’s authors to follow them as well. Hopefully, you’ll find this useful, and it will help put you on the path to success!

Mikael Carlson
Previous

The Author’s Journey: Passion, Struggle, and Rewards
Next

The Art of the Story - What Drives It?