In our new series, The Art of Bookmaking, Luster gives you a glimpse behind the scenes of the world of publishing. We interview people with whom we work and who work in publishing: Printers and distributors, retailers and designers – some of whom are sometimes indirectly involved, although most of them often work at the very heart of our industry.
Kate Greenberg (Arply) is a cultural communications consultant and secures press coverage in North America and Europe for publishers, galleries and artists. From her home base in Brooklyn, Kate has already gotten several Luster titles valuable coverage in prominent publications. A conversation about Venn diagrams, tailor-made campaigns and the best bookstores in New York.
About Arply Founded in 2020 by Kate Greenberg, Arply is a cultural communications agency based in New York City, specialising in the visual arts, working with artists, galleries, nonprofits, illustrated book publishers, and more. With 20 years of experience, Kate has a proven track record of executing communications strategies and securing top-tier media coverage in art, culture, design, travel, business, and lifestyle press. Prior to starting Arply she was the Publicity Director at Phaidon Press for seven years. She was a member of the artist-run gallery Transmitter for six years and has curated exhibitions throughout New York City and in Moscow, Russia. Originally from Los Angeles, she has a BA in Fine Art and Art History from Georgetown University and an MFA in Photography, Video, and Related Media from the School of Visual Arts in New York.
You chose to branch out and become an independent consultant during the pandemic. Are you still happy with your decision?
Absolutely. I work for a wide range of clients, and I really value the variety; it keeps me interested in what I do. Obviously, it also offers a lot of flexibility, which is useful because I have a young daughter. I also like the rhythm. Each job has a defined lifecycle. You work towards the release, and then it’s on to the next project. I really enjoy the diversity. I also don’t end up spending all my time in meetings or on calls, which allows me to focus on what I do.
How do you go about getting press coverage for a book?
All of my press campaigns are tailor-made. I start with an individual approach and look for the right editors and media that are a good match for the project. I create a custom campaign for each book. Take your Hidden Beers of Belgium. I often start with a Venn diagram to determine who the target audience is and who might be interested in this book: beer lovers, travel enthusiasts, and people who like photography because the photos in the book are superb. I then research for the most suitable writers or editors to write up the book or interview the author. A large part of my work is thinking who is the audience, how do we reach them, what is the angle? If I don’t have the right contacts, I look for them. I create several pitches for each book that are tailored to different types of media.
And then one day, Around the World in 200 Globes is featured in the Wall Street Journal?
Yes, twice even! Once in the newspaper and once in the magazine. I have already had the pleasure of working with the editor of the Exhibit section in the newspaper on several occasions. I regularly send him things. For the magazine, I contacted a new editor, someone I didn’t know that well. Sometimes, you can just get lucky by presenting the right thing at the right time.
Are relationships important?
As a PR specialist, you are only as good as your network. You need to constantly keep your network up to date, make new contacts, and maintain existing relationships. I regularly meet people for coffee to share what I’m working on and to ask them what they do. That way, I build knowledge, which allows me to determine whether a project will be interesting for an editor or if it is a better fit for another contact.
With the rise of social media, people's attention has become increasingly fragmented. How have you adapted your approach in response?
Social media has completely upended traditional media in so many different ways, one could probably write a book on it. Oh wait, there are already several books on this very topic. Media cycles through various stages and continues to change regularly. Years ago, we had to adapt to the introduction of blogs and websites taking away attention from print outlets, then podcasts became all the rage, and lately it seems like there are new incredible newsletters (mostly hosted on substack) popping up everyday. It’s hard to keep up on all these things but it is all part of the job. AI is yet another huge factor challenging traditional media. AI is playing a significant role in how media is created, distributed and consumed and is uprooting this industry, along with countless others. It’s sadly taking people’s jobs away (see uptick in substacks) and leading to further fragmentation of how media is consumed. As a publicist, I still very much work within the traditional space of trying to get press coverage in a variety of outlets for my projects. It continues to get harder and harder to get earned media in this new landscape and because of this, I have had to expand my scope and adapt my work. Press isn’t the only avenue I am working on but rather has become part of a larger communications ecosystem and strategy.
Because we’re always looking for good places to go, where do you go for a coffee in Brooklyn?
Stumptown Coffee. Their coffee is amazing. They’re from Portland, OR but have a large roastery in Brooklyn. And they have a great space where you can do work or have a meeting.
Final question: where does a book lover like you buy her books in New York?
My favourite in Brooklyn is the Greenlight Bookstore and, for children’s books, I like to go to Books Are Magic. You also can’t go wrong with McNally Jackson, which has expanded throughout the city recently. For old photography books, I usually head to The Strand Bookstore in Manhattan.
Thanks for the interview, Kate!