The Under-Assistant West Coast Promotion Man by Bill Barich (Nigeria)

This appeared recently in Narrative, a digital magazine dedicated to advancing literature.

By Bill Barich (Nigeria 1964-66)

IN MY YOUTH I was chronically underemployed, always casting my lot with risky enterprises destined to fail, so when the illustrious firm of Alfred A. Knopf hired me as a book publicist, I thought my troubles were over. I had no idea how difficult writers can be. I imagined lofty literary chats with John Updike when he came to town, but I wound up steering hard-drinking authors away from bars and even rescuing one from an East Bay ashram. Updike I met only once by chance on the Sausalito ferry, and I was too tongue-tied to speak.

Bill Barich

The job came about by accident. An editor friend at Knopf hoped to open an office in San Francisco, but his wife chose to go to law school at Yale. Given my editorial experience at a defunct environmental magazine, I felt qualified to take over. I had in those days what Mexicans call cojones. My suggestion probably met with high hilarity on East Fifty-Second Street, but Knopf paid serious money to a Los Angeles PR company for its author tours in California, and someone did the math and realized I’d do the same work for one-quarter of the price.

So began my career as Knopf’s under-assistant West Coast promotion man. The Stones song was still in heavy rotation in 1972, and when Mick Jagger sang, “Sittin’ here thinkin’ just how sharp I am,” I identified with the sentiment. PR looked easy. I sent an author’s book to various media outlets, then tried to arrange TV, radio, and print interviews. People took the bait or not, and that was that. The deal couldn’t be more basic, but some writers refused to believe it. They assumed I could get them on The Tonight Show with Johnny Carson, even though they were nobodies and their book was a history of the Treaty of Ghent.

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Bill Barich (Nigeria 1964-66) is the author of numerous books, including his much-admired horse-racing classic, Laughing in the Hills, and a more recent work on racing, A Fine Place to Daydream: Racehorses, Romance, and the Irish. An expert on the ins and outs of the sport, Barich joined the HBO drama Luck as a story editor for the character-driven series starring Dustin Hoffman. Barich’s other works include A Pint of Plainabout the decline of the traditional Irish pub, and An Angle on the World: Dispatches and Diversions from The New Yorker and Beyond(Skyhorse, 2016).


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