A BOOK 

Media launch

IS 

A media launch is an event where specific media are invited to a function and are briefed

BORN

about an upcoming show or exhibition. It can be costly and time consuming to plan

thoroughly. It's particularly effective for a large scale festival that aims to communicate a

It's important to

generic message (e.g. its programme) but a show will get more mileage by focusing

acknowledge all the work

directly on the media it wants to target. It means you can steer them towards a specific

that went into producing

message. At a launch, you have less control over what is written.

your book. The commonly

For visual arts, a media preview can be an effective and relatively inexpensive marketing

used analogy of the birth of

tool. It's a thank you to the media you've been dealing with and an opportunity  to attract

a baby is apt, says writer

Joan Rosier Jones. A book

wider media to an informal occasion. It's as much about networking as it is about looking

launch is, therefore, like a

at art. Make sure the curator, artist or someone knowledgeable about the exhibition is

christening.

circulating and talking about the work. Offering a mini tour is also useful.

However, she continues,

publishers will weigh the

expense of a launch against

Working with Maori, Pacific and other specialist

the possible benefits. To

media

them, the purpose of a

Working with media outside the mainstream and arts media can be an effective way to reach

launch is to generate

specific target markets. Maori media are particularly interested in arts events that cover

publicity and sales for the

Maori issues or in which Maori artists have a prominent role. Likewise for Pacific media.

book and so it helps to

invite the media to your

If you're promoting a Maori artist, you should include the artist's iwi (tribe) in any media

launch.You or the publisher

release. It's important for a Maori audience to know where that individual is from

should also send out a media

through their tribal links. 

release and photo to literary

and/or arts editors, and also

The Resources section of Creative New Zealand's website (www.creativenz.govt.nz)

to your local newspaper, in

includes a Media Contacts database, which is a good starting point for compiling a list of

plenty of time before the

Maori print, radio and television contacts. 

launch to meet their

There are currently more than 20 iwi radio stations broadcasting throughout the country.

deadlines.

Because Maori is traditionally an oral culture, these radio stations are well supported and

If you're a member of the

are therefore an effective way to reach a wide Maori audience. Iwi stations take a lot of

New Zealand Society of

their programming material in te reo Maori from two main sources:

Authors (PEN NZ Inc), it

will put a notice of your

  Ruia Mai provides the hourly news service as well as regular programmes

book launch and the fact the

  Mana News provides half hour programmes each week night. Mana News also provides

book's been published in its

English language programming on Maori issues to Radio New Zealand, which broadcasts

5

weekly e mail newsletter to

Whenua, a magazine style programme on Maori issues giving good coverage to arts stories.

members.

Iwi radio stations often have free community noticeboards, which can be used to

Joan Rosier Jones has

announce community based events.   

written Publicising Your

Book. See the Appendix for

Maori television programmes are also keen on arts stories but often require plenty of

details.

advance notice. This also applies to magazines such as Mana Magazine and Tu Mai. If

you're not sure what lead in time the various media require, it's a good idea to find out

at the outset of your marketing strategy.

Maori television and radio have, in varying degrees, a commitment to te reo Maori but

they also broadcast in English. They often like to interview in both languages to reach

their different audiences. Having a te reo Maori speaker as part of your team greatly

enhances the ability for you to promote your show/event through Maori media. At the

very least, the person promoting your show to Maori should be familiar with basic

tikanga (customs and protocol) and te reo Maori and be able to identify what it is about

your show/event that will attract Maori audiences.

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Smart arts

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