East 2 West Collective East 2 West Collective

Authors & Book Launch Campaigns

A book is only news if someone tells it.

Publishing dates arrive fast. East 2 West Collective builds the campaign that puts your title and your name in front of national broadcast producers, magazine editors, podcast bookers and the digital outlets your readers already trust. We have placed authors on the Today Show, in Time, People, the New York Times and Us Weekly, and we have carried a memoir onto the New York Times best-seller list.

Start a book campaign Read the FACE case study

Where our author clients have appeared

Today Show/ Time Magazine/ 60 Minutes Australia/ Tamron Hall Show/ People/ Good Morning America/ Kelly Clarkson Show/ Town & Country/ Us Weekly/ California Live/ Access Daily/ The New York Times/ Today Show/ Time Magazine/ 60 Minutes Australia/ Tamron Hall Show/ People/ Good Morning America/ Kelly Clarkson Show/ Town & Country/ Us Weekly/ California Live/ Access Daily/ The New York Times/

Who we
launch

Most of our book work is nonfiction: business, health and wellness, lifestyle and personal development, plus memoir from people the public already knows. We take on a small number of campaigns at a time so the author always has the senior team on the phone.

01

Nonfiction authors

Business, health, wellness, lifestyle and personal development writers who need the idea inside the book to travel further than the book itself. We pitch the argument, then the author, then the title.

02

Experts and personalities

Actors, speakers, coaches, doctors and hosts publishing a book into an audience that already knows the name. We protect the existing brand while opening new rooms: national broadcast, long-form print, major podcasts.

03

First-time authors

Self-published and debut writers building a personal brand on a defined budget. We tell you before we start which outlets we intend to pitch, so you know exactly what your retainer is buying.

The campaign

What a serious national book campaign includes

A retainer covers a broad range of pitching to strategic outlets, and we present that outlet list to you before any work begins. Here is the shape of it.

Positioning interview

We interview you and everyone else attached to the campaign, find the argument an editor will care about, and write the angles that make your book a story rather than an announcement.

Strategic media blueprint

A built list of national broadcast, digital platforms, high-end magazines, trade press and podcasts chosen for your actual reader. Targeting the right outlet matters as much as the pitch itself.

Materials and assets

Query letters, press releases, author biography, talking points and arranged photo shoots. Everything a booker needs in one place, written so it can be used without editing.

Broadcast, print and digital pitching

Direct outreach to producers, editors and hosts through relationships built over years of entertainment and lifestyle work on both coasts, followed by the persistent second and third pass.

Media training

Preparation before the camera light goes on: message discipline, bridging to the book, handling the question you hope nobody asks. Available as part of the campaign.

Launch events and virtual forums

Book launch parties, panels and virtual events, including the right partner forum, media attendance and the follow-up coverage that keeps a release week going for a month.

Elizabeth Much's
track record

Two campaigns that show what the approach produces. Both began with a target reader and ended with national coverage the author did not have to chase.

Justine Bateman portrait with the cover of her book FACE: One Square Foot of Skin

Case study / Akashic Books

Justine Bateman, FACE: One Square Foot of Skin

Published April 6, 2021. The book examines society's attitudes about women's aging faces. We built a media list across national broadcast, women's digital platforms and high-end magazines, and seeded pitches around one question: why has changing your face become the norm?

  • 01Today Show opened the campaign on April 1, 2021 with a one-on-one interview with Hoda Kotb.
  • 02Tamron Hall Show on April 2, 2021, with Paulina Porizkova joining the conversation about women and aging on camera.
  • 03Town & Country included the book in its spring reading list.
  • 04Amazon sold out of the book twice in release week. Time Magazine and 60 Minutes Australia came to us unsolicited.
Read the full case study
Tim Storey portrait with the cover of his book The Miracle Mentality

Case study / Harper Horizon

Tim Storey, The Miracle Mentality

Harper Horizon hired us in March 2021 for the speaker, author and life coach's book. The objective was to teach people the tools inside The Miracle Mentality during the hardest stretch of the pandemic, so we went after national and local talk shows where Tim could talk with a host, then layered on print and online.

  • 01Today Show: Hoda Kotb and Jenna Bush Hager interviewed Storey on May 18.
  • 02People.com, March 2, 2021, highlighting his conversation with Oprah about the Miracle Mentality.
  • 03A piece written by Storey in Maria Shriver's Sunday Paper, plus Better Together with Maria Menounos, Jam T.V. on April 5 and a live interview on the Anointed Radio Network.
  • 04Additional coverage in Access Daily, Good Day L.A., Good Day New York, Us Weekly, California Live and the Bevy Smith Radio Show.
Read the full case study

Our author work also includes Michael Richards' memoir Entrances & Exits, a New York Times best-seller, and talk show campaigns for self-help author Tim Storey on the Today Show, Access Daily and Hallmark Home & Family, and for Zen Mama Guide authors Teresa Palmer and Sarah Wright Olsen on the Kelly Clarkson Show and the third hour of Good Morning America.

"Elizabeth Much at E2W Collective handled the launch of my book, 'FACE: One Square Foot of Skin,' and did an incredible job. She strategized for the book's target audience, and hit the bull's eye. Her concentrated approach caused Amazon.com to sell out of the book twice within the first week of the book's release, and caused outlets like Time Magazine and 60 Minutes Australia to knock on our door, unsolicited."
Justine Bateman
Connell Barrett headshot, founder of DatingTransformation.com
"From Day 1, Elizabeth and her team took massive action and my name started appearing in national platforms like Bustle, Elite Daily and AskMen. Instantly I had more authority and credibility, and I started enrolling more clients. I've now got a big edge on my coaching competition. If you want a PR team that's 100% committed to getting you great results, you can't go wrong with East 2 West."
Connell Barrett, Founder & Executive Coach, DatingTransformation.com

How the
launch runs

In public relations, time is everything. The timeline is built backward from something tangible: your publication date. The earlier we start, the more long-lead print and national broadcast we can reach.

4–6

Weeks to first hits

2

Coasts, one team

  1. 01

    The interview

    We sit down with you and anyone else involved in the campaign to find the story underneath the book.

  2. 02

    The blueprint

    We create the list of media outlets we intend to pitch and walk you through it before the work starts. A single story in the right outlet can carry a launch, so the targeting is decided on purpose.

  3. 03

    The materials

    Query letters, biography, press release and photo shoots, then distribution to the media on the blueprint.

  4. 04

    The pitch and the follow

    It typically takes four to six weeks to land the first hits, because reaching our contacts properly takes time. From there the campaign compounds: one booking makes the next one easier.

  5. 05

    Release week and after

    Broadcast segments, reviews and features timed around publication, launch events where they help, and continued pitching so the book keeps selling past week one.

Author
questions

The things writers ask us first. More answers live on the FAQ page.

What is included in a PR package? +

Our work encompasses pitching broadcast, online and print media. Your monthly retainer fee covers a broad range of pitching to strategic outlets, which we present to you before our work begins.

What placement can I expect? +

You can anticipate at least a few hits after the first month. It is impossible to say exactly how many, since we never quite know what the response will be until we pitch.

How long does it take to get media placement? +

It typically takes at least four to six weeks to get our first hits, because it takes time to reach our media contacts and place the story properly.

Can you get authors on talk shows? +

It depends on who the author is, but yes, often we can. Self-help author Tim Storey appeared on the Today Show, Access Daily and Hallmark Home & Family. The Zen Mama Guide authors, Teresa Palmer and Sarah Wright Olsen, appeared on the Kelly Clarkson Show and Good Morning America's third hour.

Can you help bloggers? +

Most definitely. Bloggers with a substantial social media following in particular benefit from media coverage, and that audience often becomes the foundation of a later book campaign.

How do I choose the right PR firm? +

Look at the content and clients listed on the company website and see whether any of it resembles what you need. Then arrange a call with the company owner or a senior person at the firm to decide whether you are the right fit for each other.

Tell us about
your book

Send the title, the publication date and who you wrote it for. East 2 West Collective will come back with a candid read on what the national media landscape looks like for your subject and what a campaign would involve.

Phone 310-963-8050

Email Elizabeth Much: emuch@e2wcollective.com
Sydney Small: emuch@e2wcollective.com

Los Angeles Los Angeles: 1800 Century Park East #60, Los Angeles CA 90067 | New York: 745 Fifth Avenue, Suite 500, New York NY 10151

New York 745 Fifth Avenue, Suite 500, New York, NY 10151

Hours Mon to Fri, 9:00 AM to 6:00 PM

We read every message. If a book campaign is not the right fit, we will tell you that too.