Market Focus: Tough Sell for Reference Books
A struggling economy and changing market challenge publishers.
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McFarland has its own printing operation, allowing the publisher short printing runs of its growing backlist of titles, which is increasing around 10 percent each year.
Herman says a broad definition of reference books would place a majority of the publisher’s 3,000 titles in that segment. “Graves’ Disease: A Practical Guide,” by Elaine Moore, is an example of applying the long tail to publishing. The book has been a steady seller since 2001, Herman says, because its author is an active leader of an online community for Graves’ disease—a form of hyperthyroidism affecting 3 million people in the United States. The author’s active participation drives buyers to online retailer Amazon.com and McFarland’s Web site.
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Brian R. Hook
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