FOR AUTHORS
Inside Page & Vine: An Interview with Victoria Cardoso
What does a romance publisher look for, and how do they help authors reach more readers?
We spoke with Victoria Cardoso, Marketing Manager at Page & Vine, about working with indie and debut authors, marketing beyond launch week, and what to consider before making the move to traditional publishing.
Victoria Cardoso
Marketing Manager at Page & Vine
Could you tell us about Page & Vine and your role as Marketing Manager?
Page & Vine is a boutique romance publisher distributed by Simon & Schuster. We publish a variety of romance subgenres, including romantasy, cowboy romance, romantic suspense, horror romance, and many more!
At Page & Vine, we’re passionate about bringing readers and authors together through stories that entertain, inspire, and create lasting connections. We want to make sure readers discover books they love while giving our authors the resources, guidance, and industry support to grow their readership and reach new audiences.
As the Marketing Manager, I strategize and develop creative initiatives to help our authors and their books gain exposure and reach more readers. I also manage our social media channels and lead our publicity efforts, working to build excitement around our authors and their stories.
Page & Vine was founded by bestselling author Meredith Wild. How does having an author at the helm influence the way you work with your authors?
Meredith is fabulous! When I first started working at Page & Vine, I was excited not only for the opportunity to work with a publisher but also for the chance to work with her. With her experience as an author published across different avenues, including indie, traditional, and hybrid publishing, she brings a unique perspective to the team. She understands our authors because she has been in their shoes and has experienced many of the same steps and challenges they face.
Transitioning from indie to traditional publishing, or navigating traditional publishing for the first time, can feel overwhelming and come with a learning curve. Meredith’s firsthand experience as an author gives her a level of understanding and relatability that isn’t always present in traditional publishing. Because she truly understands what being an author entails, she makes it a priority to be as transparent as possible with our authors about the industry, the publishing process, and what they can expect along the way.
What kinds of books and authors are a good fit for Page & Vine?
Ooh, this is a tough question! There are so many different qualities that can make a book stand out. I would say we’re especially drawn to stories that bring something truly unique to the table. While every story is different, many tend to follow a familiar formula. Right now, we’ve been leaning more toward submissions that break away from the typical archetype and offer something unexpected.
We work with all types of authors, some who have experience with different publishing avenues and others who are completely new to the publishing world. We welcome authors at all stages of their publishing journey!
For a self-published author interested in working with a publisher, what helps them stand out and how can they get on your radar?
Although I don’t work in acquisitions, from a marketing perspective, I would say one thing that makes a self-published author stand out to me is the audience they’ve built through their own independent efforts. Indie authors are incredibly impressive to me! They take on so many different aspects of the publishing process that would typically be handled by a publisher, all while managing to bring a story to life and share it with their readers. I have so much respect for the work and dedication that goes into building their own brand and readership.
What’s the benefit of working with a publisher like Page & Vine over self-publishing?
Great question! Every author’s experience is different, regardless of which publishing route they choose, and there are pros and cons to each path. That being said, I think one of the biggest benefits of traditional publishing is the distribution aspect and the opportunity to see your book placed on bookstore shelves. I know that’s a popular goal for many authors!
Another big benefit is the support you receive along the way. I can’t speak for every publisher or team, but at Page & Vine, we do our best to support our authors in any way we can. We’re a smaller team than the average publisher, but that also means we’re easily accessible. As I mentioned earlier, with Meredith’s experience as an author, there’s a level of transparency we bring to the publishing process that we really value.
We do our best to give our authors a behind-the-scenes look at the industry, keep communication open, and make sure they feel informed and supported throughout the process. We’re always available and happy to help however we can!
“We welcome authors at all stages of their publishing journey!”
— Victoria Cardoso, Page & Vine
Where do you start when planning the marketing for a new book? How do you work out what will make readers pick it up?
I would say our marketing efforts really begin once a book has completed the editing process and we have a finalized cover and blurb for an upcoming title. Even before the title and cover are publicly revealed, we start marketing to the industry. This includes outreach to indie bookstores, sales representatives, publicity contacts, and more.
Once the cover is revealed and we’re able to share more about the story, that’s when we shift our focus to reader-facing marketing and begin most of our promotional efforts to build excitement and get the book in front of readers. Establishing the right audience for a specific title is imperative to how we position it and how we want readers to discover and engage with it. We don’t want readers picking up a book expecting one thing only to find something entirely different.
It’s not just about generating exposure; it’s about creating the right kind of exposure that connects a story with its intended audience. We approach this by identifying strong author comps, understanding what readers within a particular subgenre look for, and paying attention to how they talk about the stories they’re reading, what resonates with them, and why they enjoy those books. Understanding these elements allows us to reach the readers most likely to connect with a title.
How important is an author’s own audience? Do they need a big social media following, or are there other ways they can help their book reach readers?
I wouldn’t say it’s mandatory to have a huge social media following. We’ve worked with authors who have established audiences as well as those who are just getting started. Here at Page & Vine, we can help an author grow their platform if they’re starting out or find ways to amplify an author who already has a following and introduce their work to even more readers. There’s always room for growth, no matter where you are in your social media journey!
That being said, social media is a constantly evolving space, and marketing in that area can be a bit of a unique process. It doesn’t necessarily guarantee fast results, but it’s an essential tool in today’s publishing world when it comes to building an author’s brand, connecting with readers, and getting books in front of new audiences.
Once the excitement of launch week has passed, how do you keep a book finding new readers?
I can see why many people might think marketing ends once a book is released, especially after release week, but that’s definitely not the case! We continue working behind the scenes long after a book hits shelves. This includes submitting titles for sales opportunities, sending books to conventions and events, applying for features, coordinating giveaways, and exploring other promotional opportunities. There are so many behind-the-scenes marketing efforts that continue well beyond release week to keep a book in front of readers and create new opportunities for exposure!
What should authors consider when deciding whether working with a publisher is the right next step for them?
Ooo, another great question! I’m not an author myself, so I can’t speak directly to those experiences, but I would definitely say to consider scheduling, deadlines, and timelines. Especially when transitioning from indie to traditional publishing, there are different processes and expectations that authors may not be used to or naturally gravitate toward.
Some examples include having less control over certain marketing decisions, navigating editing deadlines, making decisions about story direction, and having input on titles and covers. Of course, at Page & Vine, we keep the title and cover process very collaborative and work closely with our authors, but every publisher operates differently, so I can only speak to our experience.
I also think managing expectations is really important. Doing your research on traditional publishing as a whole is a great way to understand what the process looks like, what to expect, and ultimately decide if it’s the right path for you!
Finally, where can authors find out more about Page & Vine and the best way to approach you?
To keep up with what we’re publishing and what’s coming soon, be sure to follow us on Instagram: @pageandvinebooks. You can find our submission page here.
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