Great question. In my experience, going directly to the publisher has been the best bet. They are the "big dog" in the whole mix and are just as anxious to sell books as the PR firm. Plus, you will handle your legal bases this way too.
Hi Brett - I'd start with the publisher, they will negotiate the fee for rights. Specifically find out if there is a Subsidiary Rights department, that's your best bet. If not speak with the editor. Hope that helps!
The US Airways Magazine often reprints parts of books...if I wanted to do the same for my Philadelphia Area Woman's Publication, who do I speak with? Is the the publisher, or the author's PR Firm?
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