A Publisher's Conversation with Authors: Do authors really need a mailing list? Isn't that the publisher's job?
Every few months, an author somewhere asks the same question with a mix of hope and exasperation: Do I really need a mailing list? Isn’t that what my publisher is for? It’s a fair question. After all, publishers have marketing departments, publicity teams, catalog distribution, sales reps, and industry reach that most authors could never replicate on their own. So why should writers—already juggling drafts, revisions, deadlines, and life—take on yet another responsibility? The short answer: yes, you need a mailing list. The longer answer: you need it because your publisher cannot do what only you can do. Let’s unpack that. 1. Publishers market books. Mailing lists build careers. A publisher’s job is to promote a book —usually for a short window around launch. Their focus is seasonal, catalog-driven, and tied to sales cycles. Once your book moves out of its season, the spotlight shifts to the next wave of titles. Your mailing list, however, is not seasonal. It’s cumulative. It ...