The Life of a Book: An interview with Assistant Director of Publicity at the Penguin Press, Juliana Kiyan
Ever wonder how a book makes it from the author’s mind to a reader’s shelf? We’ve we delved deep into two very different books before: But What If We’re Wrong? by Chuck Klosterman and Gemina by Amie Kaufman and Jay Kristoff.
This time, we’re so excited to host an interview series all about Little Fires Everywhere, the second book by Celeste Ng. Her first book, Everything I Never Told You, was a smash hit and ever since fans have been waiting with bated breath.
In the coming weeks, we’ll interview different people who have been a major part of making the book: a marketer, the book designer, a sales representative, and finally, Celeste herself!
This week’s interview is with Assistant Director of Publicity at the Penguin Press, Juliana Kiyan.
What do you think is special or unique about LITTLE FIRES EVERYWHERE? Why will readers want to get their hands on it?
I think I can only start with its author, the wonderful Celeste Ng. She’s an incredibly thoughtful and keen observer, expert craftsman, and indefatigable worker. These qualities all shine through in Little Fires Everywhere, but it’s just as important to note that she embodies them off the page as well. (I’d be shirking my duties if I didn’t say to check her out at @pronounced_ing!) She’s been a terrific partner to all of us at Penguin Press and PRH since the early days of Everything I Never Told You, and it’s a thrill to be a part of this next step in her long career. Celeste is a bona fide talent, and Little Fires Everywhere is a seriously unputdownable read.
How did you market this book differently from Everything I Never Told You?
Launching a second novel is a very different process from a debut. With a debut, the goal is to introduce a new literary voice to a wide audience and persuade people to take a chance on the book. We were fortunate to achieve this with Everything I Never Told You, as readers from all over were just as taken with Celeste’s gorgeous writing and the Lee family as we were. With a second novel, we certainly want to reach the fans of the first book and expand upon that, while also making it clear this isn’t Everything I Never Told You 2.0. The reasons why you fell in love with the first book are in the DNA in Little Fires Everywhere, but this is a wholly new story. In terms of publicity, the first item on my check list was easy, thankfully: people were eager to read the new book! Celeste’s profile has risen since her first book published, and many were looking forward to her next work.
How would you describe your job and how you worked on this book to a layman? What are some of the steps you take when you first start working on a title?
Ultimately my job is to help get a book out into the wider world in ways that compel readers to check it out and hopefully buy it. As a publicist, I work on connecting with media and with booksellers. On the media front, we aim to secure reviews and interviews with outlets that people know and trust and that have a wide reach. We line up as much media as we can at publication in order to get the book in front of a wide range of potential readers, and we continually build on those opportunities from there. With booksellers, we plan events that bring the author out to different parts of the country to connect directly with fans and customers. Booksellers are among a book’s earliest readers, and it’s incredibly exciting to hear from a bookseller who fell in love with a book and is eager to support it by hosting an event, by handselling, by writing a staff recommendation. My colleagues and I pursue all these avenues and more to, essentially, get the word out.
With a beloved author like Celeste, this was all a lot of fun. We began working on the publicity and marketing campaigns for Little Fires Everywhere relatively early, maybe about nine or ten months before publication in earnest. We had a rich foundation from our experiences with her first book, and we laid out our top goals and priorities. Early on in the year, Celeste visited the office, and that was the first of many productive discussions we’ve had as a team. It’s hard to believe we’re finally at publication.
Describe the book in one sentence.
Through the lens of the placid suburb of Shaker Heights and a deeply human cast of characters, Little Fires Everywhere is a finely observed examination of privilege and identity, words and action, secrets and belonging, and what it means to be a mother.
How closely do you work with the editor, art department, etc. when working on a title?
We all work very closely together. Both Little Fires Everywhere and Everything I Never Told You were true team efforts from beginning to end. The publicity and marketing generally come in closer to the book’s pub date, but in the case of Little Fires Everywhere it was all hands on deck from the day of acquisition. We all loved the first book and couldn’t wait to dive in right away. Celeste’s editor, Ginny Smith Younce, and I have spoken and emailed more about this book than either of us could ever count—we always want to make sure we’re on the same page. Same with our marketing team: Matt Boyd, Caitlin O’Shaughnessy, and Grace Fisher. Marketing and publicity are very intertwined, and it’s important that we connect regularly since our efforts play off of and benefit each other. Marketing is also doing the crucial job of working with sales to make sure booksellers and accounts have everything they need as we approach publication. We’re all on Team Celeste and proud by association.
Anything else you think would be interesting for readers to know?
If it ever comes up in casual conversation, perhaps ask Celeste about her former career as a miniaturist. She is a fountain of information when it comes to teeny tiny physical recreations of objects from everyday life.
Tune in next week for the next interview in this series, and learn more about the book below:
The instant New York Times bestseller!
Entertainment Weekly’s #1 Must-Read Book for Fall * Reese Witherspoon’s Book Club Selection * #1 Library Reads Pick * September IndieNext Pick
“I am loving Little Fires Everywhere. Maybe my favorite novel I've read this year.”—John Green
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