While a manuscript is being reviewed, edited for mistakes, designed with attractive graphics and sent to the warehouse for production, the marketing team is busy trying to find an audience for the work. After all, the press is a business, and like any other, it needs to generate revenue and pay for the resources and employees that produce the scholarship. With the economy in a recession and the industry moving online, it's more important than ever for marketing managers at the press to find new and exciting ways to promote books to individuals, bookstores and libraries.

Before a book has been launched, the marketing department has the very difficult task of predicting how a book will perform in the market place, suggesting a rough estimate of how many should be printed and determining a reasonable cloth price for the book. The department typically relies on the sales results of previously published books of similar page size and topic to make their predictions. Ultimately though, no one really knows how a book will do until it's out there. Some books receive a lot of media coverage, such as Glazed America, a book about the history of doughnuts, but sell only an average amount.

The marketing department uses several strategies for letting the public know about newly launched and upcoming books. The department distributes press releases and blurbs to magazines such as Publisher's Weekly, newspapers such as The Gainesville Sun and other media outlets. The department also sets up events, such as book signings, with different bookstores and conferences around the nation and attempts to draw media coverage to those events.

Alongside promoting the books and the authors, the managers must be diligent at "managing" the circulation of books by making sure bookstores and libraries have copies in stock. They must also manage what is being said about the books by tracking reviews from a variety of small publications and other sources, which they will put on the press' Web site if they are positive.

Authors published by the press win a variety of awards from societies or associations (archaeological, historical, dance). Marketing managers send out press releases announcing the awards to authors' community newspapers and different universities that might be willing to host them as speakers.