Today is the 35th in a series of posts by San-Diego-based writer Thomas Shess, who has decided to keep a journal on his journey to find a publisher for his novel.

Marketing Buzz--Some day some agent and or publisher is going to actually read my first novel and hit paydirt by publishing my thriller. The book will put male thrillers back in vogue. Until then I've been studying how to understand how books are marketed. Mr. Naive has figured out that first non-blockbuster novelists get a huge share of a publishing house's publicity budget. How do I know you ask?

Thin Staffs--I had lunch recently with two published first time authors and they both told me that the publicity team for their respective publishing houses contacted them only a few weeks before the book hit the market. Reason is publicity staffs are spread thin over 30 or more projects at a time. Ever been a teacher? On a bad day? Yep, that's how I imagine juggling 30 authors at a time.

The Antidote--Any professional marketing exec will easily acknowledge two weeks to do advance publicity for a book is not very much time. The fix is don't leave anything to chance. Learn how to market your own book so you can actively participate with your publicity team in doing the best job possible to promote your "baby."

Straight Shooters-Early in my search for a publisher I interviewed with Author House. I didn't go with them but I admire the firm's honesty. Yes, they're self-publishers and they make no apologies. They tell you up front for a book to succeed authors (hey, you the one with the rose colored glasses) need to climb off that literary high chair and hit the streets. They also give free advice to anyone that will click on their website.

Good Example-Fundamental marketing is like a pizza. Each slice is a different marketing point. One slice is the ability to communicate with the media about your book. Author House on its current "Voices in Print" newsletter for March offers the following notes on "Understanding How Press Releases Work:"

PR 101-"You use press releases to generate publicity for your book. By sending notices to the media about your book's release, your speaking engagements, author signings, and other events associated with your book's publication and distribution, you provide news sources with the information and materials they need to keep your book before the public eye. Your press release may foster contacts from the media, reviews of your book, and requests for interviews.

Not an Ad-"A press release is news, however, not an advertisement. You must be sure, therefore, to build your release around a newsworthy event. Here are just some of the reasons for sending out a press release about your book:

* To announce the release of your book

* To highlight the relevance of your book's topic to a recent, controversial, or otherwise newsworthy event

* To announce your appearance at a major event (local or state fair, community gathering, writing seminar, book reading/signing, etc.)

* To announce articles published by or about you

* To announce sales promotions, the availability of free samples, or upcoming demonstrations you'll be offering in relation to your book

* To announce that you're starting a newsletter or e-zine

* To announce the launch of your own Web site or online service

* To announce that you're offering a class, seminar, or workshop

* To announce an upcoming appearance on radio or television, or the publication of an in-print interview

* To announce upcoming holiday events or programs with tie-ins to your book's topic

* To announce the anniversary of your book's release date or a sales milestone

* To announce your book's appearance on a bestseller list

* To announce your book's winning of an award."

Meanwhile back at The Zoo, the author of this column is searching for a publisher or a literary agent for my recently fine tuned first novel, a thriller based in San Francisco loaded with plenty of suspense, a damn good story, and a plot that works-Drop me an e-mail for a look at the first 20 pages.