Cutting Through the Publishing Noise: How Book Awards and Reviews Drive Discovery

With millions of books published every year, the single greatest hurdle for any author isn't just writing a compelling story, it's getting noticed. In a recent episode of the Writers and Illustrators of the Future Podcast, host John Goodwin sat down with Ted Olczak, publisher of Printed Word Reviews and marketing manager for the Independent Press Award and the New York City Big Book Award, to dismantle common misconceptions around book reviews and award programs.

Together, the two publishing veterans explored why awards and reviews matter, how independent and traditional authors can leverage them, and what it truly takes to achieve long-term book sales.

First up, they tackled the “discoverability” issue. When Olczak started in the publishing industry in the early 1990s, roughly 40,000 new titles were released annually, about 800 books a week. Today, that same volume of books can drop in just two or three days, resulting in over four million titles hitting the market every year.

With only a small fraction of the population reading multiple books annually, the market is flooded.

"Books are sold by recommendation and word-of-mouth," Olczak explained. "Awards and book reviews help separate those considering spending their time and money... They don’t guarantee a sale, but they guarantee that the reader will take a closer look at your book."

Goodwin agreed, pointing out that winning or placing as a finalist in a recognized award program provides readers with a necessary filter. It lifts a title out of the background noise and gives readers a tangible reason to choose one book over a thousand competitors.

Olczak manages two major award programs designed to serve different segments of the publishing ecosystem:

• Independent Press Award (IPA): Tailored specifically for independent presses, university presses, and self-published authors.

• New York City Big Book Award: Launched ten years ago in response to demand from major houses, this program allows "Big Five" publishers to compete alongside independent authors.

While judged independently, both programs maintain high editorial standards. Committees filter out submissions based on poor narrative arcs, weak formatting, copycat tropes, or unpolished execution. Furthermore, Olczak emphasized that these awards are not "pay-for-play." Categories only recognize standout titles, with judges occasionally selecting a "Distinguished Favorite" when a book presents a unique take or concept that deserves recognition despite minor execution flaws.

Another common critique from skeptical authors is that book awards are purely vanity projects that end once a check is cashed or a certificate is handed out. Both Goodwin and Olczak pushed back strongly against this notion, emphasizing that an award is merely the launchpad.

Goodwin highlighted the long-standing tradition of the Writers of the Future contest conceived by L. Ron Hubbard in 1983, which provides free entry, flight and hotel accommodations to Hollywood, a weeklong workshop, and a black-tie gala for new sci-fi and fantasy creators. However, he noted that the real work begins after the ceremony.

"Being a successful writer today is not just writing a book," Goodwin said. "It's in your court. If you're going to do something with this, you need to run with the ball."

Olczak echoed this philosophy, noting that his programs focus heavily on post-award marketing and earned media. Both the NYC Big Book and the Independent Press Awards have global reach. Winning one or both of those awards provide authors with leverage to secure local and national press coverage, ranging from spread features in major newspapers like Newsday to global coverage across Europe and the Middle East. In addition, the wealth of resources and connections are unparalleled. For unrepresented indies, award recognition can open doors directly to executive contacts at major publishing houses like Simon & Schuster.

Reviews and awards drive book sales, but the way you measure that success depends on how you publish. For traditional presses, the Circana BookScan can pick-up noticeable upward "bumps" on baseline sales graphs following major reviews or national award announcements. For independent presses, Amazon (which can be a third of sales) and direct royalty statements reflect the reengagement of readers, pick-up lifts midlist sales, and creates promotional momentum. For self-published or independent author publishers, almost all sales impact can be seen on Amazon sales and rankings, with the review or award driving algorithm visibility, increasing click-through rates, gaining buyers’ trust and validating purchasing decisions.

Whether an author is releasing a title through KDP, working with a boutique indie press, or published by a traditional publisher, awards and reviews remain essential tools for standing out in an over-saturated market. Rather than viewing them with skepticism, authors should approach awards as strategic investments in their book's discoverability, and be prepared to put in the marketing work once the seal is on the cover.

Catch the full discussion and transcript of the interview at https://writersofthefuture.com/podcast/episode-392/.