My very peculiar book tour
The prevailing wisdom these days is that a “blog tour” is the way to go when promoting a new book, the idea being that you carpet-bomb various bloggers with articles about your book in the hope that someone will read your crap and respond. I’m not a believer, particularly since a popular blogger I know says most people prefer video or photo blogs these days, and this has been borne out by my own experience. People want to a see bright, shiny colors dancing around on their screens rather than itty-bitty words on a page, which require time and effort. That, and why bother writing a book if you don’t have the flagellant fun of going on a book tour? So it was that I embarked on a two-month book tour of the Upper Great Lakes in September in support of my novel, Windigo Moon. Camping out of a mini-van, I traveled downstate to Detroit, Ann Arbor, Rochester, Lansing and Grand Rapids, Michigan on two occasions. Then I made a foray through the Upper Peninsula, Wisconsin and Minnesota. In all, I spoke at 22 book stores and libraries and a couple of old folks homes, traveling more than 5,000 miles. My tour was 75 percent really good and 25 percent a disaster.
WHAT’S UP I give a talk on “Life in Native America 400 Years Ago,” discussing the apocalyptic 16th century in which 50-to-90 percent of all Native peoples are thought to have died from diseases introduced by foreign explorers. Historians call this time the “Lost Century” of the 1500s. I focus on the Ojibwe, discussing their customs, myths, monsters and stories in a show that includes more than 100 digital slides. People who’ve seen my show are generally spellbound. The turnout was excellent when the venue got the message right and the media cooperated. In Ann Arbor, Petoskey, Lansing, Cadillac, Marquette, Traverse City and Duluth I filled the venues and sold many books. But when the venue and the media announced that I was going to do a “reading” instead of a digital show, very few people showed up. I don’t blame them, because I wouldn’t be inclined to sit through an author droning on with a book reading. My goal is to inform and entertain with a lively show, providing the bait to buy my book.
HOLLOWED OUT Unfortunately, I found that many newspapers are hollowed out and working with skeleton crews. This means they run lots of wire copy and horrible canned features, with little, if any, cultural reporting. Some newspaper chains, such as MLive, no longer do any book stories or reviews. The Grand Rapids Press, for instance, declined to write about me or my book, despite the fact that I’m a native and won that town’s ArtPrize for writing in 2014. This has come as a shock to me, because after 30 years in the newspaper and P.R. business, I know how to write a good press release and used to get loads of press 10 years ago. Social media is killing newspapers and among the first casualties are coverage of books and the arts. My second trip to Minnesota was a dismal failure. I was dismayed to learn that the St. Paul Pioneer Press offers no listings of local events of any kind — this for a city of 285,000 people! In Rochester, MN, the library promoted my event as a “reading” instead of a show — it was the kiss of death. It’s funny how you remember the disasters instead of the triumphs on a book tour. My successes far outnumbered my failures, but the duds really hurt. Even when things didn’t go well, however, I had some golden moments. I rejoiced while camping and cycling in the heart of Ojibwe country, visiting places such as Leech Lake, MN, where the tribe ended its 500-year journey across North America. I also made many personal contacts at bookstores along the way, hoping to make an impression.
ESTABLISHING RELATIONSHIPS While traveling through western Minnesota, I happened upon an essay by Emily St. John Mandel who described her own book tour experience. Mandel said that before she hit it big with her dystopian novel, Station Eleven, she used to travel around the country on buses, establishing relationships with book store owners who would, in turn, hand-sell her books to customers. This was a eureka! moment for me because I was doing much the same. I could relate! I imagined young Ms. Mandel arriving at dumpy, small-town bus stops and gritty, urban stations with her backpack, then making her way on foot to various book stores as part of her tour. In fact, I later learned that she had done exactly this on two occasions in my own hometown of Traverse City, Michigan. Although I traveled in a Toyota minivan and slept on a mattress in the back alongside boxes of my books, I did much the same as Mandel on my two-month tour, stopping by every book store along my route to say hello and pass out a copy of the sell-sheet for Windigo Moon. It was a pleasure meeting many independent book store owners and hearing of their valiant efforts to stay in business at a time when online shopping is threatening the foundations of culture and community. Their stores were uniformly cozy and welcoming islands in towns where hard times have become the norm for small business. I still have a couple more events to wrap up my tour. The publishers tell me that about 1,000 copies of Windigo Moon have sold in the past two months. I had hoped for ten times that number by the end of the year, but you go with what you’ve got.










