The Serendipity of Publicity

Nathan Heller's "Blood Ties" in The New Yorker

Nathan Heller’s “Blood Ties” in The New Yorker

A few years ago, I was fortunate to play a role in helping Gene Baur, the co-founder of Farm Sanctuary, complete his first book, which told the story of the organization and the many animals that he’d rescued from stockyards.

Last week, my company, Lantern Books, and I were mentioned in a profile of one of our authors, Jens Soering, by Nathan Heller in The New Yorker. This was a first for us. Three of Jens’ books with Lantern were named—One Day in the Life of Prisoner 179212, An Expensive Way to Make Bad People Worse, and The Way of the Prisoner—as was the individual, Fr. Thomas Keating, who brought Jens to us, and who is another of our authors.

Farm Sanctuary: Changing Hearts and Minds about Animals and Food was published to modest success by Simon & Schuster in 2008. One of the purchasers of that book left a copy at a bed & breakfast in New Jersey. A visitor picked up the book, read it, and was so inspired by its story, and the tales of the animals who made their way to Farm Sanctuary, that she told her husband about it. The visitor was Tracey Stewart, the wife of former Daily Show host Jon Stewart. Not only did Jon invite Gene on his show to talk about his latest book, Living the Farm Sanctuary Life, co-written with Gene Stone, but Tracey purchased a parcel of land in New Jersey that will be her own sanctuary for farmed animals, and which will be run by Farm Sanctuary. She also published a book, Do Unto Animals, that, like Farm Sanctuary, is a rallying cry for less cruelty and more compassion.

In a world where it’s harder and harder to break through the incessant noise of self-promotion, information overload, and multiplying media to reach your audience and make an impression, the story of how one person read one book that changed her life and thereby brought an enormous amount of positive attention to a worthy organization is delightfully analogue, old-school, serendipitous . . . take your pick. No paid consultants; no publicity hacks; no massive media blitz. Just a book on a table that found its way into the hands of someone who was ready to be transformed. It’s perhaps what all publishers and authors dream of: it so rarely comes true, that when it happens there’s something providential about it.

I wish I could say the Heller piece has aroused great interest in Jens’ work/situation or our company, but it hasn’t . . . yet. I like to think that it’s still early days. Apartments around the world are filled with back issues of The New Yorker waiting to be read. Jens is the subject of a forthcoming documentary film, The Promise, which may remind that special someone of Heller’s thoughtful piece, and which in turn may stir the Kraken of national attention. Until then, we do our bit, communicating however we can about our books—hoping that that special someone will change her life and change the world.

About martinrowe

I am the co-founder and publisher at Lantern Books, and the author, editor, and ghostwriter of several works of fiction and non-fiction. I live in Brooklyn, New York.
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