Marketing

Shrinking Library Market Poses Challenge to University Presses
October 1, 2006

Laura Waldron’s life is publishing. An author, a publisher and the marketing director of the University of Pennsylvania’s Penn Press, Waldron offers a perspective on academic publishing that is uniquely well rounded. After an internship at Carnegie Mellon Press piqued her interest in publishing, she cut her teeth in sales and marketing for Princeton University Press and eventually represented 15 different university presses in the Mid-Atlantic territory as a trade sales representative. Today, she is closing in on her 10th anniversary with Penn Press and is the author of “Museums of Philadelphia: A Guide for Residents and Visitors,” which was published in 2004

Children’s Book Publishers Think ‘Outside the Book’
October 1, 2006

Children’s books may be about finding the kid in all of us, but everyone in the children’s publishing business agrees that they have to grow up when it comes to taking advantage of profitable opportunities. The Internet is clearly not going away, yet with the need to protect children from cyberspace predators, publishers have to go through parents to get through to their young audiences. Once you reach them, however, it can’t hurt to be as multidimensional as possible. Jason Wells, publicity and marketing director for New York-based Harry N. Abrams Inc., says kids are looking for books that are not just self-contained

Would You Like a Novel with Your Frappuccino?
August 11, 2006

Starbucks, the world’s largest multinational chain of coffee shops, will begin offering books for sale alongside its beverages starting this fall. The company announced this week plans to periodically add books to its retail merchandise at more than 5,400 locations throughout the United States. The program will launch with Mitch Albom’s newest novel, “For One More Day.” Hyperion Books will publish the book on Sept. 26, and it will appear in Starbucks a week after it becomes available in traditional retail stores. The book will be on sale at Starbucks locations from Oct. 3 until the second week of November. Starbucks Entertainment announced that Albom, the

Reality Check
August 1, 2006

Somewhere between the ages of five and 11, kids stop reading. Well, maybe not all of them, but a recent study spearheaded by Scholastic Inc. shows that readership drops off as children age. The results show that 40 percent of kids between the ages of five and eight read for fun every day. Only 29 percent of nine- to 11-year-olds read as frequently, and that number declines sharply through age 17. Running Press Book Publishers thinks it knows why—and how to reverse this troublesome trend. Running Press, a Philadelphia-based imprint of The Perseus Books Group, will release a new young adult (YA) title, “Cathy’s

The Prescription for a Healthy Marketing Campaign
August 1, 2006

Noreen Henson’s career path took a stop at Demos Medical Publishing three years ago after stints in television ad sales and with a few ad agencies. Demos has an extensive and successful line of references in neurology and rehabilitation medicine and is now expanding into the spine medicine and oncology professional markets. Its sales, Henson says, continue to increase steadily, and the New York City-based company—now in its 20th year—is finding new and improved channels to market its products. Henson, Demos’ marketing manager, talked with Book Business about the challenges and changes she has endured during her time in medical publishing, as well as

‘Harry’ Will Be ‘Prince’ of Paperbacks, Podcasts
July 28, 2006

Scholastic Press is betting there’s at least a few million readers out there who didn’t bring home the magic of J.K. Rowling’s famous boy wizard last summer. The paperback version of “Harry Potter and the Half-Blood Prince,” the sixth installment of the series, hit book shelves on Tuesday, almost exactly a year after it caused mass-media attention with its midnight release last July. Scholastic, the U.S. publisher of the series, said an initial run of two million copies of the book went on sale on the paperback’s first day of release. This time around, the marketing of the 672-pager will involve Scholastic presenting five episodes

Harlequin teams with wireless publisher to deliver romance fiction
June 23, 2006

In the two months since launching the first female-focused mobile phone entertainment application, Harlequin Enterprises Ltd., the Toronto-based publisher best-known for its romance and women’s fiction, says it’s seeing success with its first foray into wireless content. Partnering up with Vocel, a San Diego-based publisher of applications for mobile phones and other wireless devices, Harlequin began offering its mass-market stories to download at the end of April. So far, subscribers have paid $2.49 a month to receive a serialized chapter-a-day of three new stories delivered to their phones or PDAs. “We are very excited about the initial response to Harlequin On The Go,” says

Marketing partnership between new teen novel and cosmetic company draws attention, book creates new interactive experience
June 23, 2006

A news story about a partnership with a book publisher and a cosmetics company set off a blizzard of discussion last week around the industry about what the proper role between product placement deals in publishing and the readership it intends to target should be. In an article published in The New York Times on June 12, reporter Motoko Rich set off the debate about a new promotional relationship between Running Press, an imprint of Perseus Book Group, and Cover Girl, a division of Proctor and Gamble. The deal will see Cover Girl products being mentioned in the pages of the upcoming young adult novel,

Grandma Knows Best
June 1, 2006

Grandma Janet Mary Sinke has some story to tell. A grandmother of eight (with a ninth on the way) who is battling Parkinson’s Disease—a neurological condition affecting the motor system—she started her own independent publishing company, My Grandma and Me Publishers, in 2003. Despite having no publishing experience to draw upon, Sinke’s books have been recognized for their innovative marketing efforts. Two of her recent works—“Grandma’s Treasure Chest” and “Grandpa’s Fishin’ Friend”—were finalists for the PMA’s (The Independent Book Publishers Association) 2006 Ben Franklin Award for children’s picture book, with the latter title taking home the honor. In addition, she has sold more than

Morton’s Writes the Book on Steak
June 1, 2006

When Klaus Fritsch moved to the United States in 1967 and then teamed with Arnie Morton to co-found Morton’s, The Steakhouse in 1978, the West German probably never envisioned penning a 240-page “bible” on steak. But almost 30 years after opening the first of what has become a chain of more than 70 restaurants worldwide, Fritsch has done just that. “Morton’s Steak Bible” is the first-ever publishing effort from the company that made its name in the kitchen—not the book store. Roger Drake, Morton’s vice president of communications and public relations, says finding the right publisher to get behind the book was the first