Fortier is the Founder of Fortier Public Relations, which has helped launch some of the most influential nonfiction books of the last two decades, working with everyone from first-time authors to global thought leaders like Scott Galloway, Susan Cain, Tim Ferriss, Jim Collins, and Charles Duhigg.
Mark joined Author Insider for a candid and tactical conversation about what makes a book campaign successful. We covered everything from platform-building and podcast strategy to book tours, blurbs, and how to break through as a first-time author.
Below, you’ll find 10 key takeaways from our conversation. Want the full experience? Watch the full interview here. (Insert video link)
1. Big Publisher or Not? Depends on the Audience You’re Targeting
There’s a persistent belief that you need a Big Five imprint to get media attention. That’s true in some cases, but not across the board.
“Book reviewers care [about the publisher]. The bookstores care. Some of the bestseller lists care. But if you really just care about podcasts, or if you’ve written a great op-ed or article, that can still get published without a big five publisher imprint.”
Takeaway: Understand which media care about publishing pedigree. If you’re gunning for a New York Times review or indie bookstore placement, a major publisher may help. But if your strategy leans on podcasts, newsletters, and social platforms, what matters more is your idea and your delivery—not your imprint. Match your expectations to your distribution model.
2. First-Time Authors Can Absolutely Break Through
You don’t need a massive following or a bestselling backlist to land press. Sometimes, not being a known quantity is an asset.
“The media and podcasts don’t just want famous people; they want new messages. If there’s a big author saying the same old thing they said in their last book, they’d much rather have a new author with a fresh idea.”
Takeaway: Don’t let imposter syndrome derail your outreach. If your book offers a sharp, differentiated perspective—especially one relevant to current headlines—you may actually have an edge. Own your originality, and pitch it with clarity and confidence. Editors and producers want angles, not resumes.
3. Podcasts Are Powerful, But Only if You Use Them Right
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