W Publishing Group Publicity Director Allison Carter works on a similar time line for all of her author clients when it comes to a book publicity campaign. About six months prior to a book's release, she starts pitching the book to trade outlets such as Publisher's Weekly and Library Journal. She also starts sending the manuscript out for professional reviews that can be used on the book's cover, in the book's front or back matter, and in marketing materials. This time frame is considered the long-lead period. At about three months prior to a book's release, Carter switches gears to focus on short-lead opportunities such as online outlets and local media. Throughout the entire process leading up to a book's launch, Carter encourages her author clients to utilize their own contacts while also reaching out and following-up after interviews to create long-term relationships.