Posted by Victoria Strauss for Writer Beware®

BookExpo (formerly known as BookExpo America, but still referred to as BEA) is the US's leading publishing industry event. Attended by publishers, agents, booksellers, retailers, librarians, and people and companies from all aspects of the book trade, it's an opportunity for industry professionals to network, do business, and learn about new trends, titles, and opportunities in the book world.

Although BEA doesn't happen until May 27 this year, it's not too soon for industry professionals to begin planning for attendance. It's also not too soon for authors to start receiving solicitations--by phone and by email--to buy expensive services and packages that supposedly will give their books visibility at the fair.

Here's what author and editor Jane Friedman has to say about paying to display at BEA. (Jane's website is an amazingly comprehensive and useful resource on all aspects of writing and publishing; you should definitely bookmark it.)

Aside from the Author Market [a designated area of the exhibit floor where self-published authors can buy display space], there are a handful of opportunities for authors to get visibility for their work at BEA. As far as I’m concerned—as someone who attended this show for 10 years, mainly as an editor with a traditional publishing house—it is not worth the investment. Here’s why.

The emphasis of the show is on traditional publishing, rights sales and pre-publication marketing, and does not favor indie title promotion. It is a New York industry event where traditional publishing insiders talk to other traditional publishing insiders. Yes, there are librarians and booksellers, but they’re rarely paying attention to the places where an indie book may be showcased or promoted.

Nobody is going to notice your book there. Your book is likely to be promoted with many other books, with no way of attracting attention even if someone did pause for a second within 50 feet of your book. Imagine setting a copy of your book down in the world’s largest book fair, and expecting someone to not only notice it, but be entranced by it so much they can ignore 10,000 other things happening at the same time.

If you—the author—are not present to advocate for it, your book doesn’t stand a chance. Services that offer to promote your book at BEA are rarely, if ever, hand-selling or promoting your book in a meaningful way. But they will be happy to cash your check and say that your book had a “presence” at BEA. If you want to satisfy your ego, go ahead. But it’s not going to lead to meaningful sales. (I challenge anyone in the comments to provide evidence that a self-published book gained traction at BEA because the author paid a fee to secure placement—and the author was not present.)

I'll add a fourth consideration: You will likely be hugely overcharged, especially by companies that sell book fair packages, or re-sell the exhibit services of others.

SOLICITATIONS YOU MAY ENCOUNTER


1. You may already have received an email from the Combined Book Exhibit's New Title Showcase. The CBE, an area of standing bookshelves outside the entrance to the BEA display floor, offers display packages for a few hundred dollars. For a few hundred more, you can buy an ad in its catalog; for many hundreds more, you can buy an autographing session.

Your book will be placed on a shelf with hundreds of others, in no particular order: there are no separate areas for genres, for instance. I've attended BEA many times, and the CBE is often completely deserted, with not a customer or a staff person in sight. I've never seen more than a handful of people browsing it at any one time. There is definitely no handselling involved.

A number of predatory marketing companies re-sell CBE services for enormous markups. The CBE is aware of this, and has posted a warning on its website (it's no coincidence that all the companies named in the warning appear on the scam list in the sidebar of this blog).

2. If you've chosen an assisted self-publishing company, you may be encouraged to buy presence in their BEA booth.

The Author Solutions imprints sell BEA as part of a package that includes several fairs and costs nearly $3,000. (What do you get for that? Basically, a spot on a shelf, higglety-pigglety in among an unknown number of other books by writers no one has heard of). Xulon Press sells BEA on its own, but with multiple options for spending big bucks, from shelf space only ($599) to a "Boutique High Top Table with 30 Books" ($1,999--do you get to take the table home?).

Outskirts Press re-sells CBE services--for over $150 more than you'd pay if you dealt with CBE directly.

3. Vanity publishers (yes, vanity publishers do attend and display at BEA and other fairs) may offer their authors the "opportunity" for BEA presence--at extra (possibly significantly extra) cost.

Here's my post about SterlingHouse, a vanity publisher that is now defunct but in its heyday charged its authors as much as $9,500 for BEA display of their books, signings, and other perks. (As Jane indicates above, being present to advocate for your book may make a difference--but $9,500 worth? Even if the author sold all 150 books included in the package, they wouldn't come close to making that money back.)

Here's one of the many BEA-related solicitations with which the late, unlamented PublishAmerica bombarded its authors:


4. Some unscrupulous literary agents sell slots in catalogs or portfolios that they claim to bring to BEA, supposedly to market to publishers.

Examples of this scheme that I've seen involve fees of anywhere from $150 to four figures (here's one that charges $300). If your agent is the kind of agent who exploits clients in this way, they are not the kind of agent who has contacts with publishers.

This sort of thing is far less common than it used to be, thank goodness (there are fewer literary agent scams in general, thanks to self-publishing and the many small presses that deal directly with authors), but it's still a ripoff. Don't do it.

5. The most aggressive solicitations--especially by phone--come from unscrupulous or scammy marketing companies.

Services run from the basic--a spot on a shelf in a not-always-very-professional-looking display area (you have to supply the book)--to basic with perks--mostly junk marketing, like press releases, a listing in the company's proprietary magazine, and a "post fair fulfillment report"--to elaborate packages that include an autographing session.

Prices I've seen range from $750 for shelf space only, to mid-four figures for signing packages. For instance, here's Stonewall Press's deluxe offering, which doesn't even include author presence. Note the effort to create faux urgency by pretending that space is limited.


Looking for a bargain? AuthorCentrix is a tad more economical--here are its 2019 BEA packages. The "standard" doesn't include a badge, which would add around $400 to the total.


BOOK FAIR RIPOFFS AREN'T LIMITED TO BEA

Multiple predatory marketing companies and PR services hawk book fair presence to authors. It's one of the most common marketing solicitations you'll receive. Why? Because it's insanely lucrative--for the predator.

The photo below is last year's BEA booth for publishing and marketing scammer URLink Print and Media.


More than 100 books can be counted in this photo. All the authors have paid to be there. URLink also sells ad space in a 50-page catalog, with most of the pages listing eight book per page. Writers have bought the banners shown in the photo, and others have paid to host signings. Still others have bought ads and features in URLink's fake magazine, Harbinger Post, which sits in piles on a table on the off chance someone picks one up.

The minimum cost for any of these "services" is several hundred dollars, with more elaborate packages running into the mid-four figures (see the examples above). From one book fair, a company like URLink can gross well over $100,000--a considerable profit, even taking into account the cost of booth rental, travel, and badges. Now multiply that by multiple book fairs attended per year.

The Miami Book Fair, which along with BEA is one of the fairs most frequently targeted by marketing scammers, appears to be aware of the exploitation, and provides a warning.

THE TAKEAWAY

My feeling about book fairs is the same as Jane Friedman's: book fairs are not the best place for authors to self-promote. If you do decide to attend, do it with the aim of learning and having fun--not getting "discovered"--and don't pay someone else to take you or your books there. At best, you'll get little return on your money. At worst, you'll be ripped off.

My love of french fries is vast and well–documented — preferably in a golden, crisp and glittering-with-fine-salt heap with some aioli, an artichoke or oysters and ice-cold, very dry champagne, outside at a bustling cafe in a life that seems a bit distant right now — so I hope you will take this statement with the utmost gravitas when I say that these crispy potatoes are as good as, if not better, than fries.

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Man, just imagine walking around and seeing one of these mannequins in one of these bizarre positions, and the reality trip that that'd throw you for? A definite double take would be in order. Can imagine the cops being called on some of these. Mannequins are already eerie enough as it is. 

A missing platform stands between Mumbaikars and the restored tram the Brihanmumbai Municipal Corporation (BMC) had promised to set up for display at Bhatia Baug, by the first week of April. While the tram coach is nearly ready, the tender for construction of the platform, which will serve as its base, didn't receive an adequate response, and a second tender cannot be floated until after the Lok Sabha elections in the city.

The BMC floated a tender last month to appoint a contractor who will construct a 3 feet tall platform. The tram, as well as part of tracks, will be installed on top of it. The overall of cost of restoration of the tram and construction of the platform is estimated to be R28 lakh. "We received a response from a single bidder so we have to float another tender. However, since the model code of conduct is in place, we will have to wait for the elections to get over," said Kiran Dighavkar, assistant municipal commissioner of A ward. He added that they will float the tender next week and it will remain open for a period of eight days.

Also read: Elections 2019: 422 polling stations in Mumbai declared 'critical'

Based on the plan, the BMC is considering letting people enter the tram under certain conditions. Before the final setup, however, the BMC will need the approval of the heritage committee. Unlike most projects that are approved based on documents, for this project, the committee members will have to inspect the tram. On April 24, A ward officials wrote to the heritage committee asking them to inspect the tram and give their approval for the project. Dighavkar added that the tram will be brought to a godown in Cuffe Parade from Rabale sometime this week.

Over the past couple of months, the tram was restored in a workshop in Rabale using the parts of another tram that was functional in Kolkata between 1874 and 1907. Once the tram has been assembled at Bhatia Baug, the BMC is planning to set up lighting in the area to attract visitors. Civic officials are also planning to install LED screens inside the tram which will display information about the history of trams in Mumbai from the horse drawn ones till the electrical ones which were taken off the road around 50 years ago.

Also read: Elections 2019: Netas appeal to citizens to vote

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The Brihanmumbai Municipal Corporation (BMC) has started mobile dispensaries to curb the spread of COVID-19. Currently they will move about in the areas most affected by the disease such as Worli, BDD chawls, Lower Parel, Currey Road etc.

It was decided to start mobile dispensaries to prevent the spread by reaching out to people and detecting patients. While the service began on Wednesday in the severely affected G South ward, the doctors will move to other areas later. More than 600 COVID-19 positive patients have been found in G South Ward.

A doctor, a nurse and an assistant will be available in the mobile dispensary. It will be stocked with medicines for cold, cough and fever, and in case of a suspicious patient of COVID-19, a thermal scanner has also been placed in the vans. The vans will provide the service from 10 am to 7 pm.

After their check-ups, people will be treated with pills for minor fever etc. But if a suspected patient of COVID-19 is found, she or he will be hospitalised. The mobile dispensaries aim to find such patients in red zones to help curb the spread of the disease.

The mobile dispensaries were launched at the NSCI club in the presence of Mayor Kishori Pednekar. In all five mobile dispensaries have been started.

Mayor Pednekar told mid-day, "Medicines for cold, cough and fever are available in these dispensaries. If a suspect patient is found during the check-up, he will be taken to the OPD of a COVID-19 deisgnated hospital and examined immediately."

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Peri Peri Twister. Pics/Sameer Markande

The led lights fitted in 3D wall panels engulf The Pabulum (Latin: food) with a violet glow that spills on to the street. Standing next to a chemist and a stone's throw away from a farsan store, the QSR off SV Road in Santacruz, which promises 'fiery fries' and 'sexy shakes', resembles an alien spaceship.

The counter has a slot that holds these BBQ Cheese Fries served in a conical container

Our analogy isn't far off the mark as we step in and overhear a middle-aged couple, curious to know what Nacho Fries and Cheesy Potato Twisters actually mean. A millennial helming the service station explains the dishes. He points to staffers working in a bot-like fashion, adding dollops of Mexican salsa to golden fries and slicing potatoes to create spirals on a stick in an open kitchen. The couple places the order and moves to one of the two dining counters in the space, launched last month by three foodpreneurs - 21-year-olds Himanshu Jain and Mayank Jain, and their friend Deepak Joshi, 26, who runs a catering business.

A staffer preps the fries in the kitchen

The menu is The J-meets-Keventers-meets-Irla's Twisted Potato. It features French fries served with a host of vegetarian toppings - from aioli garlic to tandoori mayo and Schezwan sauce. They also offer Jain fries made with raw banana. From blueberry and rose to popcorn and Parle G, an array of ingredients make their way into the shakes, along with four varieties of twisters.

Death By Chocolate

A-peeling twist
We begin with the Peri Peri Twister ('69), a 12-inch long tornado of spicy flavours. The potato spiral - deep-fried and crisp but non-greasy - is piped with a fiery, paprika-and-garlic infused mayonnaise instead of a powdered spice mix. This enhances the stick, where the mayo's slight tang balances the heat. We wash it down with Popcorn Caramel Shake ('149), a lip-smacking, creamy rendition of the munchie with just the right hint of burnt brown sugar.

Popcorn Caramel Shake

The BBQ Cheese Fries ('99) feature crisp-till-golden, starchy potato fries doused with a peppery, slightly sweet barbeque sauce with an oh-so-good smoked taste that balances the sharpness of the cheese sauce. Our friend remarks, "They are better than the ones at The J."

The Poppers & Fries ('149) comprise three deep-fried cheese balls perched on a bed of fries, doused in chilli garlic sauce and mayonnaise. While the tangy-spicy sauces complement the dish, the poppers are underwhelming, and stodgy.

Try a dessert fry
Heading for a carb crash by now, we pick the apt climax - Death By Chocolate ('149). Coated with generous amounts of Nutella and chocolate sauce, the crisp, unsalted fries, topped with grated cheese, make for a great dessert. We exit with a promise to return, once we're cured of a potato hangover.

Time: 11 am to 11 pm
At: Shop No 3, Tagore Kunj, Saraswati Road, Santacruz West
Call: 8080805775 (delivery via Swiggy and Zomato)

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