Thick comes out in paperback on October 1. As NetGalley reviews rolled in, buzz for Thick really picked up, resulting in editorial attention from Goodreads and inclusion in a Kindle Gold Box deal (not to mention reviews from the New York Times Book Review and Los Angeles Review of Books). Seeing these early reviews encouraged her to share the NetGalley listing on her own social media platforms, engaging an audience that already loved her, whether or not they were on NetGalley. For Thick, The New Press was working with a professor of sociology who also happens to have a significant Twitter following and co-hosts a podcast with Roxane Gay.īrian Ulicky, Director of Marketing and Publicity at The New Press, used early NetGalley reviews to demonstrate the effectiveness of pre-publication marketing efforts to Dr. Tressie McMillan Cottom, published in January 2019, exemplifies this dynamic between the academic and the mainstream. This means that their marketing strategy needs to appeal to several kinds of readers – academic readers need to be assured of the intellectual rigor, while mainstream readers need to feel invited to engage in complicated discourse.

Often, they publish works by academic authors geared towards a popular audience. The New Press publishes books that straddle the lines between academic and mainstream. Tressie McMillan Cottom’s fanbase, while finding new audiences In eight highly praised treatises on beauty, media, money, and more, Tressie McMillan Cottom - award-winning professor and acclaimed author of Lower Ed - is unapologetically 'thick': deemed 'thick where I should have been thin, more where I should have been less,' McMillan Cottom refuses to shy away from blending the personal with the political, from bringing her full self and voice to the fore of her analytical work.In eight highly praised treatises on beauty, media, money, and more, Tressie McMillan Cottom - award-winning professor and acclaimed author of Lower Ed - is unapologetically 'thick': deemed 'thick where I should have been thin, more where I should have been less,' McMillan Cottom refuses to shy away from blending the personal with the political, from bringing her full self and voice to the fore of her analytical work.How The New Press used NetGalley to engage Dr.

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