Before establishing her own firm in 1993, Sam Petersen worked for twelve years in the Adult Trade Division of Sierra Club Books, serving for eight years as Publicity Director. At Sierra Club Books, Sam was responsible for developing and directing a broad range of publicity and marketing functions—planning national author tours and print campaigns, organizing major trade shows and exhibits, and acting as liaison with the sales department of Random House, Inc.

Sam Petersen has designed successful print and electronic media campaigns for a wide range of books and topics, including: large-format art, architecture, design, and photography books; books on travel and the outdoors; works of literature and natural history; titles focusing on women’s issues; and health and environmental topics.

Media coverage for these books has been widespread, encompassing such prestigious publications as The New York Times, Los Angeles Times, Washington Post, Wall Street Journal, Smithsonian Magazine, Business Week, Scientific American, Architectural Digest, and many others.

Authors have appeared on major national television and radio shows, including “Oprah,” “The Today Show,” “Good Morning America,” and CNN’s “Morning News”; NPR’s “All Things Considered” and “Morning Edition”; and PRI’s “The World”; as well as local radio and television stations nationwide.

Recent titles include David James Duncan's My Story As Told by Water (Sierra Club Books)—a National Book Award finalist in 2001. Other projects include: the bestselling Material World—A Global Family Portrait (Sierra Club Books) and its companion volume Women in the Material World; Eye to Eye and Jungles (Taschen), from premier wildlife photographer Frans Lanting; and Taunton's Fall 2001 bestselling titles The Cabin and Garage.

Sam Petersen has twice served as President of the Northern California Book Publicity and Marketing Association (NCBPMA), and acted as administrator of the NCBPMA/ Carol C. Butterfield Scholarship for three years. Sam graduated from New College of California in San Francisco with a degree in Performing Arts and Humanities.

Sam Petersen Associates
1100 Sharon Park Drive, Suite 9 | Menlo Park, CA 94025
650.854.5575