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Note: This article was written for the London Book Fair Show Daily.
Submitted by:  Susan Ruszala, President, NetGalley (susan.ruszala@netgalley.com)

Like so many people in book publishing, I entered this industry because I love to read. So imagine my delight, when after many years of marketing publishing technology solutions, I was asked to launch a site dedicated to “professional readers.” (Professional reader: noun: Those whose job it is to read, review and recommend books, primarily new books, to consumers). Professional readers are reviewers, critics, media, booksellers, librarians, bloggers and educators, to name just a few, and there are over 57,000 of them already using NetGalley for free to access digital proofs from publishers.

Digital proofs are eco-friendly, fast, and cost-effective
Galley distribution is one of the key publicity and marketing activities performed by publishers and media agencies, but the process of distributing print proofs is cumbersome, expensive, and inefficient. At its simplest, NetGalley helps to simplify and speed up that process by substituting secure digital galleys for print.

Communities of influence are larger than you think
One of the great ironies of print proofs is that their distribution is often limited by budget, and limited to a perceived “A” list of influencers. We’ve often heard from publicists, marketers, digital marketers, library marketers, sales reps and even authors that they’d like to broaden the number of people who can preview their content before it’s published, and that they’d like to know with more certainty the influence and reach of those broader communities. Today’s web technology makes this possible.

The largest segment of our current community is reviewers, comprising just over 50%. Librarians make up 19%, with the remainder split evenly between booksellers, media and educators. Our UK member-base is growing more rapidly as UK publishers begin making content available, and we’re working closely with those publishers to introduce their contacts to NetGalley. We also hope to work with other member organizations as we are with the American Library Association.

Request and invite
New books have a better chance of commercial success when they’re launched into dedicated communities of interested readers. When publishers list their titles in the NetGalley catalog, allowing members to request access, they are identifying and cultivating new influencers as well as connecting with existing contacts.

Publicity is also about pitch: Publishers use our tools to incorporate digital proofs into all they already do for their titles, including pitch emails, giveaways, bookseller marketing, author events, social media marketing and more.

We support DRM (or not)
Despite many industry debates about the pitfalls of Digital Rights Management, an overwhelming 89% of titles we handled in NetGalley last year have security applied to prevent unauthorized sharing or distribution. It’s our opinion that publishers have the right to protect their content as they (and their authors) see fit; but we also offer a DRM-free option for publishers who are interested in making their content more widely available. NetGalley members read on all major devices and tablets; right now the split is about even between Kindle and all other Adobe DRM-compatible devices (iPad/iPhone, Kobo, Nook, Sony Reader, and Android phones/tablets).

We help navigate the digital landscape
Customer service—to publishers and especially to readers—has grown to be a key piece of our business. Though unfortunate, accessing a protected proof on a device is more confusing than it should be. Our team of Concierges is comprised of former book publicists or marketers who understand that a timely, professional response is essential, particularly when dealing with a media contact. With publishers, that same team provides creative examples of how to incorporate digital proofs into specific campaigns, launches new programs like NetGalley at the Library, and helps generate invite widgets for publishers to use when inviting their own contacts to view a title on NetGalley.

Digital is global
There are no boundaries when it comes to information, and this is just one of the many reasons we’re so pleased to be launching officially into the UK publishing market. It’s been our pleasure to work with early adopters like Bloomsbury, Faber and Faber, Harlequin, HarperCollins and Penguin, and we’re looking forward to expanding the number of titles, readers (and local staff) in 2012 and beyond.

Susan Ruszala is the President of NetGalley. Find out more about NetGalley at
www.netgalley.com or visit us at the London Book Fair in the Digital Zone, W845.

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Spring is a time when we often find ourselves with energetic bursts of creativity and planning, and that’s no exception for us here at NetGalley. We are deep in the throes of helping publishers upload new titles and plan promotions, not to mention gearing up for some exciting conferences on the horizon! We hope to see some of you at these events in March:

March 7:

NetGalley: For Authors, Reviewers, and Publishers

Book Blogger’s Online Conference, Paco Media Group

12:30 pm EST

Online

NetGalley Community Concierge Kristina Radke will be discussing how NetGalley works and how to effectively use the site as a professional reader. This is the third annual Online Conference to help advance communication between Book Bloggers, Publishers, and Authors.

March 8:

Digital Galleys/Digital Catalogues/Digital Everything: How Publishers Are Interacting with Reviewers Today

NBCC General Membership Meeting, National Book Critics Circle

10:00 am EST

Eugene Lang Center, New School
55 W. 13th Street, New York

NetGalley President Susan Ruszala will be participating in this panel along with Katie Freeman, Publicity Manager, Farrar Straus Giroux; Peter Miller, Publicity Director, Liveright (Norton); John Oakes, Publisher, OR Books; and Christian Purdy, Director of Publicity, Oxford University Press (USA)

March 10:

IBPA Publishing University, Independent Book Publishers Association

Sheraton Fisherman’s Wharf Hotel
2500 Mason Street
San Francisco, California

NetGalley Digital Concierge Lindsey Rudnickas will be participating in two events:

Ask the Experts

2:00-2:45 pm PST

Your own private consultation with experts from all segments of publishing!

Getting Attention: Promoting Your Titles to Bloggers and Online Communities

3:15 – 4:30 pm PST

Shelfari, Goodreads, “mommy bloggers”—the list of online groups awaiting your book is huge and in this session, you’ll discover where to find them and how to reach them. You’ll walk away with strategies to spread the word about your book directly to your readers. Co-panelist is Joan Stewart of The Publicity Hound.

March 21:

NetGalley for ECPA Members: Creative and Effective Strategies for Using Digital Galleys

ECPA Roundtable, NetGalley

1:00 pm EST

Online

NetGalley is hosting this session for current clients.

Come join NetGalley for a roundtable discussion with other Christian publishers who are using digital galleys to reach communities of professional readers. NetGalley will present examples of how digital galleys have been incorporated into specific campaigns and provide an overview of key new features and programs. We’ll cover key reporting metrics and present updated stats on our community and activity. The session will feature ample time for discussion and questions, so that publishers can share ideas and suggestions for future development specific to the Christian publishing community.

This session is for current NetGalley clients only, but we’re always happy to provide an overview of the site and our partnership with the ECPA at any time. Please email info@netgalley.com for more information.

Stay tuned for news of our participation at the big trade shows—first up, London Book Fair!

Happy reading,

Kristina

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