There used to be a hard and fast calendar for book launches, just as there was for many arts and entertainment categories. It would be spring and fall, with few exceptions. If you've researched how to market a book, some articles likely mentioned it. But like many other areas where "the rules" have fallen by the wayside, there is now more flexibility for book launch times. If you're self-publishing it, selecting the optimal time to release your book is essential. You can decide based on several factors. Some books are automatically seasonal, while others give you much greater flexibility. 

One thing to consider is the competition. If you launch during a busy season, your target readers are bombarded with messages about other books – they can feel overwhelmed with choices. But if you launch during a quieter period, you may secure some publicity opportunities already taken in the busier seasons. People read books year-round, and news websites and TV shows look for story topics 365 days a year. Working with the realities of the marketplace can help you break through the clutter. When you do, you can market your book effectively to its target audience.

As mentioned earlier, seasonal books are a particular case, and you must consider launch timing carefully. The best approach is to launch ahead of the season, when people will be interested in your topic, and give retailers. An excellent example would be a gardening book you'd launch mid-winter when people are planning for spring. If you have a holiday cookbook, you will launch mid-fall as people start thinking about their holiday feasts. There is a significant opportunity to be featured when you're suitable for the season, and those spots can spark book sales and make your project profitable.

Just as important as timing is the quality of your book. If you're self-publishing it, consider all your options. It might be tempting to go with print on demand, but it limits where you can sell and certain aspects about how your book is printed. If you want to compete with traditionally published books, it's a wise plan to avail yourself of professional content preparation and marketing services. They pull you toward the book industry's norms and make it easier to succeed. There's plenty of room for creativity, and the on-demand world is too template-driven to help you stand out, which you want to do.