The expert reader of Expert Reader Report is Inga McVicar, with additional expertise

    and services supplied by a team of passionate and professional editors and readers.

See below for information about Inga McVicar, click here for information about the rest of the Expert Reader Report's team.

Inga McVicar:

• Has over 13 years experience of book retail, publishing and marketing

• Is currently Managing Partner of McVicar Marketing, a service from McVicar Walden

• Has a Master of Arts (Honours) in English Literature and History from The University of Edinburgh

• Is the leading literary consultant at Expert Reader Report

2006-present: Marketing Consultant

• working with a wide range of clients, including publishers and authors, on marketing strategies, delivering marketing campaigns and providing consultancy and advice  www.mcvicarmarketing.com

2004-2006: Marketing Officer at Canongate Books Ltd – the UK's leading Independent Publisher

• advised commissioning editors on the market for, and marketability of, submissions

• sold to and negotiated with head office bookseller buyers

• created and delivered marketing campaigns to promote books to readers

• conceived of and produced sales materials, wrote book jacket blurbs, took part in book jacket design discussions and created promotional websites  

2002-2004: Marketing and PR Coordinator for all 26 branches of Waterstone's (HMV Group) in Ireland, Northern Ireland, north-east England and Scotland

• worked directly with publishers to promote writers to different markets, within different regions

• undertook PR, devised competitive strategies, produced promotional materials, launched new branches, co-ordinated co-operative promotions

• secured high-profile writers and celebrities for public events

• Writers worked with include:

 JK Rowling

Ian Rankin

Sir Ranulph Fiennes

Jamie Oliver

Alasdair Gray

Toyah

Don DeLillo

Margaret Atwood

Val McDermid

Gordon Ramsay

Iain Banks

Bill Bryson

Paddy Ashdown

Edwin Morgan

Amy Tan

Edwina Currie

Lynda La Plant

Ricky Tomlinson

Philip Pullman

Frank McCourt

Jeanette Winterson

A.L. Kennedy

1997-2002: An award-winning book event manager and bookseller

• awarded Bookseller of the Year by the UK Publishers’ Publicity Circle, 2002)

• bookshop book buyer and sold books directly to the reading public

• on selection committee for Scottish Book of the Month and a reader for The Canongate Prize (2001 and 2002)