A R T I C L E S ~ A B O U T ~ O N L I N E ~ M A R K E T I N G


    Believe It or Not! A Case History (PDF)
    by Steve O'Keefe, Fall 2004
    Originally Presented in The Beautiful Plan. In this case history Mr. O'Keefe relates the story of the Ripley's Freaky Friday campaign from inception to conclusion. This revolutionary online classroom program and its evolution make an excellent entry level illustration of promotions in the Internet age.


    Blog Tour (PDF)
    by Steve O'Keefe, Fall 2004
    Originally Presented in The Beautiful Plan. Here it is! Mr. O'Keefe relates the realizations about new media that led him to producing blog tours. Still one of Patron Saint's most effective programs!


    AuthorViews: Two-Minute Videos for the Web (PDF)
    by Steve O'Keefe, Fall 2004
    Originally Presented in The Beautiful Plan. Mr. O'Keefe's debut anouncement for our sister project, AuthorViews. While the equation has changed over the intervening few years this is still an excellent capsule review of the program and its benefits. For more info please visit the AuthorViews website.


    Blogging into Book Markets (PDF)
    by Richard Hoy, Fall 2004
    Originally Presented in The Beautiful Plan. Mr. Hoy, proprietor of Booklocker.com, provides this "plain english" explanation of blogs and RSS feeds, as well as demonstrating where they fit into the book promotion puzzle.


    BEA2004: of Blogs & Dogs (PDF)
    By Steve O’Keefe, Fall 2004
    Originally Presented in The Beautiful Plan. Mr. O'Keefe reports back on the BEA 2004 event. From the proliferation of canine oriented volumes being produced by a plethora of publishers to the rising prominence of blogging he gives us a lovely thumbnail view of the industry as it stood in 2004.


    Two Great Ideas from Our Northern Neighbors (PDF)
    By Steve O’Keefe, Spring 2004
    Originally Presented in The Beautiful Plan. Mr. O'Keefe shares some innovative promotional idead picked up during his forays across our northern border. Even if these exact ideas are not useful to you the example of how to dovetail multiple entities and participants into a solid promotional effort is instructional and inspirational.


    Want to Work for Free? Give a Presentation! (PDF)
    By Gary Michael Smith, Spring 2004
    Originally Presented in The Beautiful Plan. Mr. Smith brings us the inside scoop on being a presenter at a conference, and how it can end up being costly for the presenter due to current trends.


    Oh, Canada! Workin’ in a Winter Wonderland (PDF)
    by Steve O'Keefe, Spring 2004
    Originally Presented in The Beautiful Plan. Steve O'Keefe waxes eloquent on the subject of the Canadian approach to the publishing industry. An extremely educational piece for anyone dealing with publishing!


    “Points of Interest” Cheat Sheet (PDF)
    by Steve O'Keefe, Summer 2003
    Originally Presented in The Beautiful Plan. Patron Saint's founder and Internet Guru Steve O'Keefe shares his expertise on the all important "Points of Interest" sheet. Using this technique to provide journalists with built in story ideas can greatly increase the effectiveness of any book promotion campaign.


    My New Folding Technique is Unstoppable! (PDF)
    by Alice B. Acheson, Summer 2003
    Originally Presented in The Beautiful Plan. Brilliant publicist and former PMA board member Alice Acheson privides this highly effective tutorial on the construction of an effective press kit.


    Set Your Press Kit Apart...
    from the Other 350 the Editor Received That Day (PDF)

    By Shel Horowitz, Summer 2003
    Originally Presented The Beautiful Plan. Author and marketting guru Horowitz shares this tutorial on how to create an effective press kit.


    “My New Publishing Technique is Unstoppable!”
    (The Skinny on BEA and PMAU) (PDF)

    By Steve O'Keefe, Summer 2003
    Originally Presented in The Beautiful Plan. Steve shares his prescpective on the hits and misses of the BEA and PMA events of 2003.


    The Publisher's Plan (PDF)
    By Steve O'Keefe, Spring 2003
    Originally Presented in The Beautiful Plan. Steve looks at the opaque nature of author/publisher relations and provides suggestions for remedying the siutation.


    Why I'm Happy being an Indentured Writer Again (PDF)
    By Glenn Fleischman, September 2002
    Originally Presented in The Beautiful Plan. Freelance reporter Glenn Fleischman, whose work has appeared in Macworld and the New York Times among other places, shares his story of how working with an open minded publisher and embracing cutting edge techniques has been a godsend for his book.


    Are Books Bound By Their Brands? (PDF)
    By Edwin Colyer, Spring 2003
    Originally Presented in The Beautiful Plan. UK based science and technology author Edwin Colyer examined the notion of branding both as it applies to authors and to publishers.


    Why Authors Hate You (PDF)
    Heavily Edited By Steve O'Keefe, Spring 2003
    Originally Presented in The Beautiful Plan. Steve shares a series of conversations with literary personalities Richard Hoy, Steve Roth, Ted Nace, and others about the often adversarial relationship between authors and publishers.


    Online Bookstore Displays (PDF)
    By Steve O'Keefe, September 2002
    Originally Presented in The Beautiful Plan. Steve provides a step by step tutorial on how to build and properly utilize an Online Bookstore Display.


    Fixing Errors in Amazon Listings (PDF)
    By Steve O'Keefe, September 2002
    Originally Presented The Beautiful Plan. Steve takes you on a step by step tour of how to fix errors in your book's Amazon listing.


    The Used Book Fracas (PDF)
    By Steve O'Keefe, September 2002
    Originally Presented in The Beautiful Plan. Steve O'Keefe examines the fallcies of logic behind the uproar over Amazon selling used books.


    Amazon Ends Special Orders (PDF)
    By Gary Michael Smith, September 2002
    Originally Presented in The Beautiful Plan. Author and educator Gary Michael Smith takes a look at the end of an era and its ramifications.


    TUTORIAL - Online News Rooms (PDF)
    By Steve O'Keefe, August 2002
    Originally Presented in The Beautiful Plan. Steve O'Keefe takes a look at the concept of Online News Rooms, what works and what doesn't.


    Rachel's Vinyard Blooms (PDF)
    By Steve O'Keefe, August 2002
    Originally Presented in The Beautiful Plan. Steve O'Keefe talks with Leslie Graves about how she applied his Internet PR techniques to the promotion of Rachel's Vinyard and its companion book.


    BookZone Pro is a Place to Grow (PDF)
    By Steve O'Keefe, August 2002
    Originally Presented in The Beautiful Plan. Steve O'Keefe examines the online tools available to publishers at the BookZonePro website.


    Digital Copyright (PDF)
    By John B. Mchugh, August 2002
    Originally Presented in The Beautiful Plan. John examines the nature of copyright enforcement in the digital age.


    The Apple Tree Theory (PDF)
    By Steve O'Keefe, August 2002
    Originally Presented in The Beautiful Plan. Steve O'Keefe explains how good things happen when you give the fruit away.


    TUTORIAL - Finding Online Discussion Groups (PDF)
    By Steve O'Keefe, June 2002
    Originally Presented in The Beautiful Plan. Steve O'Keefe shares his expertise at leveraging discussion groups for PR (without SPAM).


    Confessions of an Xlibris Author (PDF)
    By Pat Hartman, June 2002
    Originally Presented in The Beautiful Plan. A former Salon editor shares her experiences with POD.


    Author Rights and POD (PDF)
    By Steve O'Keefe, June 2002
    Originally Presented in The Beautiful Plan. A review of basic author rights, how POD can effect them, and some hints on how to avoid a problem.


    PublishersMarketplace Well Stocked (PDF)
    By Steve O'Keefe, June 2002
    Originally Presented in The Beautiful Plan. A review of the resources available through the Publisher's Marketplace website.


    Publicists’ Worst Nightmare? Invasion of the POD People! (PDF)
    By Steve O'Keefe, June 2002
    Originally Presented in The Beautiful Plan. Why PODS and Publicists are often incompatible. An examination of the dynamics of information and access.


    Publishing Strategies for The Bookstore of the Future(PDF)
    By Steve O'Keefe, June 2002
    Originally Presented in The Beautiful Plan. This article contains several tips and tricks for working with Print On Demand, geared towards the author's perspective.


    Booksellers’ Worst Nightmare? Kinko’s: Bookstore of the Future (PDF)
    By Steve O'Keefe, June 2002
    Originally Presented in The Beautiful Plan. A look at the Print On Demand (POD) revolution and its possible lang range effects.


    A Tutorial on Trolling (PDF)
    By Steve O'Keefe, April 2002
    Originally Presented in The Beautiful Plan. While this article has nothing in it about guarding bridges or harassing news groups it does contain several pointers on how to effectively use an email news release.


    Conglomerated Kibitzers Beware(PDF)
    By John Huenefeld, April 2002
    Originally Presented in The Beautiful Plan. Publishing guru Huenefeld share some perspective on how to take advantage of being a smaller publisher by demanding regular accountability.


    IfMS Announces New Line of Books for Complete Morons (PDF)
    By IfMS, syndicated by Steve O'Keefe, April 2002
    Originally Presented in The Beautiful Plan. This humorous press release is syndicated as a stellar example of publisher branding for your enjoyment and education.


    Five Tips For Better Branding Online (PDF)
    By Steve O'Keefe, April 2002
    Originally Presented in The Beautiful Plan. This article supplies proven strategies for publishers to use in enhancing their brands online.


    Branding Without Vomiting (PDF)
    By Steve O'Keefe, April 2002
    Originally Presented in The Beautiful Plan. This article examines the important but divisive issue of publisher branding.


    Using Yahoo Groups (PDF)
    By Steve O'Keefe, Feb 2002
    Originally Presented in The Beautiful Plan. This article is a brief tutorial on how to use the free tools in Yahoo Groups to create a buzz as well as a working collaborative platform for a distributed workforce.


    Pro Bono- Covenenat House (PDF)
    By Steve O'Keefe, Feb 2002
    Originally Presented in The Beautiful Plan. This article takes a look at the Convenant House charity here in New Orleans, La. A cause that Patron Saint is proud to support!


    The Fully Automated Book Vending Machine (PDF)
    By Gary Michael Smith, Feb 2002
    Originally Presented in The Beautiful Plan. This article takes a look at Print On Demand (POD) paying particular attention to the first machine to be able to create a book entirely without hman intervention.


    A Trip to the Bookstore (PDF)
    By Steve O'Keefe, Feb 2002
    Originally Presented in The Beautiful Plan. This article uses a trip to the bookstore as a rumination on the pithfalls and prasieworth aspects of physical vs. online book purchasing


    Pro Bono- AKA: DOC (PDF)
    By Steve O'Keefe, Jan 2002
    Originally Presented in The Beautiful Plan. This article uses a pro bono project to illustrate the level of knowledge and budget required to truly promote a new book properly using a Jazz musician's biography as the example.


    Simon and Seth: A Parable (PDF)
    By Steve O'Keefe, Jan 2002
    Originally Presented in The Beautiful Plan. This article examines how to profit from giving away your content, a parable about a well know "Seth."


    Virtual Suicide (PDF)
    By Christopher Lenois, Jan 2002
    Originally Presented in The Beautiful Plan. This article examines how to properly use email for promotion without being blacklisted as a SPAMmer.


    Will Whiskers Wag the Dog? (PDF)
    By Steve O'Keefe, Jan 2002
    Originally Presented in The Beautiful Plan. This article examines the need to embrace mulitple formats of media delivery in the Internet Age.


    Online Marketing for Book Publishers -- 10 Practical Strategies (Word document)
    By Steve O'Keefe, July 2007
    Originally presented at the Stanford Professional Publishing Program on Monday, July 16, 2007, this article is a summary of trends in online marketing for book publishers.


    Online Newsrooms
    By Steve O'Keefe, July 2002
    This article covers discusses what should and should not be included in a corporate online newsroom, including how to handle contact information, basic content, advanced content, and cutting-edge stuff. Includes links to resources. Originally appeared in the magazine, Executive Update.


    Eight Ways to Promote Your Writing Online
    By Time Bete, April 2002
    Tips for authors about building a web site, driving traffic to the site, analyzing site traffic, finding paying gigs, syndication, and networking. Bete is the co-director of the Erma Bombecks Writers' Workshop.


    What Your Link Request Should Contain and Why
    By Eric Ward, November 2000
    How to request a link to your site from someone else's site -- and how *not* to.


    Using E-mail Filters
    How to use filters to wade through the flood of e-mail you receive every day.


    New Media Contacts
    A handy guide to media contacts on the Internet: who they are, why they're important, and how to get a hold of them.


    Online Publicity for Authors
    A special article for authors who want to know what they can do to promote their own books online without spending a fortune.


    Book Publicity on the Internet
    A basic primer including news releases, announcements, discussion group postings, signatures, etc.


    E-Mail Basics
    Sort of a Eudora Power User's Manual. Preparing copy for electronic delivery, managing mailing lists, using nicknames, etc.




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