East Nashville PressLaunch Strategy · 10 Aug 2026

How we launch

Where the Heathen Rage

A novel by Stacy Dean Campbell · 12 September 2026
For Kelly and Stacy · from Brian Kaplan

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What I found

people listened to Stacy last month.
We cant reach one of them.

Every platform holding a piece of that audience was built to keep it.

Somebody else owns itWe own it

The record buyers and the TV audience arent here because theres no way to count or contact them. That absence is the problem.

Here’s the reality

Thirty years of audience, all of it built for somebody else. This launch is how the press takes one home.

An email list is the one channel that answers to us. Cant be repriced, throttled, or switched off.

What the book is

Country noir.

A coal county the world already finished with. A preacher whose faith went feral. Prose thats deliberately beautiful about all of it.

Getting this wrong is the most expensive mistake available on a debut.

Sell it to

Readers of Donald Ray Pollock’s The Devil All the Time. David Joy. Daniel Woodrell. Ron Rash at his darkest. Chris Offutt, Frank Bill, Larry Brown.

Do NOT sell it to

The warm book club shelf. They open it expecting comfort, hit the drain pipe, and leave one star reviews about content instead of quality.

Start here

Southwest Virginia, East Tennessee, Eastern Kentucky. The novel names Lee County, Bonny Blue, Big Stone Gap, WAXM. Nobody ever sets a book in their county.

Why anybody picks this up

Five doors into the book. We have an asset for every one.

01They know the music

Four albums on Columbia and Warner Bros. The playlist and the archive posts.

02They know the show

Two seasons of Bronco Roads, two Emmys. The place films.

03They read this genre

Pollock, Joy, Woodrell, Rash. The grit lit ad campaign and BookBub.

04Its about their county

Lee County, Bonny Blue, Big Stone Gap. Regional press and the Lee County trip.

05Somebody they trust handed it over

A bookseller, a reviewer, a friend. The store relationships and the ARC team.

Most debuts have one door. This one has five, and four of them were built before the book existed.

What we already have

Theres a jukebox in the book.

Waylon. Merle Haggard. Johnny Paycheck. Sammi Smith. Lefty Frizzell. Rosanne Cash’s “Seven Year Ache.”

A Columbia recording artist wrote a novel with a soundtrack built into it. Thats the bridge between two audiences that cant currently find each other.

How the good ones do it

Ten times the followers. Same result.

Thats why every dollar in this plan chases an address, not a follow.

The playbook that fits

Indie bookstores put me on the literary map, and theyve kept me there.Wiley Cash

What he did

A dollar out of his own pocket to the ACLU for every book sold at a store event. Offered to teach writing classes there. Started a book club, co founded an Appalachian artists residency.

What it got him

NYT bestseller in exactly this lane, and SIBA’s Conroy Legacy Award. Same SIBA that runs the bookseller voted Southern Book Prize.

What we take

Go deeper with fewer stores, not wider with all of them. And pair a debut with an established name. Rash and Cash do events together.

The pictures

177 photographs, already pulled. Free, forever.

Library of Congress FSA collection. Walker Evans, Dorothea Lange, John Vachon, Marion Post Wolcott. Public domain, no restrictions.

The one I got excited about

In 1946 the UMWA struck over safety, healthcare and pay. Part of the settlement sent Russell Lee out to photograph how miners actually lived. 4,000 negatives, public domain. Thats the strike in this novel. The book and the photographs document the same grievance.

Thirteen objects, done

Every one named in the book. Engraved, so nothing can pass as a photograph.

Black and white for the town. Color only for the flowers. Straight out of the text.

The content system

Ninety minutes a month. The press does the rest.

The writing and the performing are the job. The posting is the press’s job. No captions, no comments, no showing up daily.

One sitting. Four to six weeks of material.

Nothing in the Cut or Place columns needs him.

The list

The three cheapest need no ad account at all.

Kill any paid audience over $4.00 at day 14.

Highest leverage thing in here

A QR code inside every copy. Kellys postcard insert does most of the work. Every book sold becomes a shot at turning an Amazon customer into an ENP reader, for eight cents a card.

The money

out of the party budget, into the thing that outlives the party.

$500Meta lead ads · buys addresses

$200Amazon ads · buys sales

$150BookBub · buys followers

What $850 and eleven weeks actually buys

The whole thing narrows to one number, then widens back out.

Planning numbers, not promises. Every one gets replaced with a real figure two weeks after the ads go live, and the whole model is only as good as the capture page.

Why this is worth doing properly

Book one pays for the list. Book two is where the list pays us back.

Book one · launching to nobody

$850 and eleven weeks of work to reach 190,000 strangers, and roughly 400 of them read it. Every single sale had to be bought or earned from scratch.

Book two · launching to 2,000

$0 and one email. A warm list at 10 to 20% is 200 to 400 copies in week one, before a dollar of advertising. Thats book one's entire result, on day one, for free.

Thats the whole case. Not this book. The one after it, and the one after that.

Ten days out. Need a call.

Killer Nashville. August 20 to 23. Franklin.

Twenty minutes away, exactly this genre, and the whole Southern crime fiction world under one roof. Booksellers, reviewers, panel organizers, award judges.

Four weeks before pub date. Highest value three days on the calendar and it wasnt on anybodys plan.

Calendar

Five workstreams. One page.

Only new thing on Stacys calendar is three days at Killer Nashville and two days in Lee County in October.

One number decides this

email addresses East Nashville Press owns, by December 31.

500by Sep 12 · proves the capture works

1,000by Sep 23 · party is an accelerant

2,000by Dec 31 · book two has an audience

The schedule

Every post, email, video and ad. Written, dated, assigned.

11 August to 31 October. Click anything for the copy that goes with it.

Everything else on the board

Lane	Move	Note
Audio	ACX non exclusive plus INaudio, go wide	Seven year lock is gone, ninety day minimum now. Libraries are the point.
Libraries	Draft2Digital to OverDrive and Hoopla	88,000+ institutions. VA, TN, KY systems buy regional fiction on purpose.
Reviews	BookSirens first, $10 plus $2 a download	Only 20 to 40% of ARC readers post. Want 25 on launch day, recruit 75.
Awards	Silver Falchion, Weatherford, Southern Book Prize	Two eligible categories at once. Crime and Appalachia. Weatherford excludes self published, so the imprint pays for itself.
Distribution	55% wholesale discount, returns ON	Under that a bookseller says no. Confirm before store conversations start.
Press	Chapter 16, Nashville Scene, Salvation South	Plus Lee County and Big Stone Gap papers, and WAXM. Easiest yes theres.
Rights	Keep film, TV and foreign clean	Devil All the Time went to Netflix. Winter’s Bone got an Oscar nod.

What I need

Six things. Four take an hour.

The cover filePlus a 1200 x 630 for link previews, or every share is a grey box
Approved jacket copy and the ENP mission paragraphSite is built and holding placeholders
Ingram discount and returns, confirmedGates the whole bookstore plan
Yes or no on Killer NashvilleAug 20 to 23. Ten days out
An afternoon with the archive boxesA year of weekly posts out of one afternoon of scanning
A call on the songCottonwood shipped with twelve original instrumentals in 2004

The book is really good. Thats the part none of the rest of this can manufacture.

Everything in here is just making sure the right people get to find out.

Brian