Making the Headlines: A Year in the Life of the Yorkshire Shepherdess

A modern day James Herriot, Amanda Owen runs a two thousand acre  hill farm in Swaledale in North Yorkshire, fifty miles from the nearest large town. She is a full time shepherdess tending a thousand sheep and has nine children with farmer husband Clive. Her life is dominated by the seasons, feeding, clipping, dipping, herding, rescuing and lambing her flock in one of the most remotely beautiful yet tough spots in the country.

Midas launched the first book by Amanda Owen The Yorkshire Shepherdess which was published in Hardback by Macmillan in 2014. Midas PR’s campaign lead to the book becoming an instant bestseller, going into the Sunday Times Bestseller lists for five weeks. In 2017 Midas was approached by Macmillan to run the PR campaign for the paperback release of Amanda Owen’s second book A Year in the Life of the Yorkshire Shepherdess in March 2017. Our objectives were to get the book into the bestseller lists and run an author tour for Amanda.

Our strategy was to ensure maximum exposure for the book around publication date; interviews took place ahead of publication date and were timed to run the week the book was published, additionally; live broadcast interviews were schedule to run the week of the book’s release. In a number of cases, Midas sent press and photographers to Amanda on the farm in order to secure bigger feature pieces and front cover photos. Midas set up a national book tour for Amanda starting in London and ending in York as well as securing Amanda events at key book festivals including Cheltenham Hay and Oxford.

Midas PR’s campaign for the paperback of A Year in the Life of the Yorkshire Shepherdess in 2017 saw the book launched into the Sunday Times bestseller lists and stay there for five weeks. After 8 weeks of sales the paperback edition of A Year in the Life of the Yorkshire Shepherdess sold 21,819 copies, double the number sold of the paperback edition of The Yorkshire Shepherdess at the same point two years previously, with a sales increase of 104%. During Midas PR’s campaign for the paperback of A Year in the Life of the Yorkshire Shepherdess, sales of the paperback for Amanda’s first book The Yorkshire Shepherdess increased considerably.

Coverage secured by Midas PR included double page spread interviews with Amanda in The Sunday Times Magazine, Guardian Family, Telegraph on Sunday, Mail on Sunday’s YOU Magazine, Metro, and i newspaper, with broadcast interviews on BBC Breakfast TV, ITV News TV, BBC Radio 2: Steve Wright, BBC Radio 4: Saturday Live, BBC Radio 4: Cabinet of Curiosities, with feature interviews in magazines including BBC Countryfile, Radio Times, Country & Townhouse, Saga, Readers Digest, as well as front cover interviews in Countryside, Countryman and the Yorkshire Post, magazines and author appearances at festivals including Hay Festival, Bath Festival, Cheltenham Festival, Harrogate Festival and Words by the Water. Midas also secured extensive coverage across both regional Yorkshire press and farming media.

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