47 Tips for Cutting Costs Without Cutting Staff
42. Use electronic marketing tools.
Holzman reports success in steering people to online seasonal catalogs, thereby reducing runs for printed versions. Temple has also experimented with sending PDFs to book reviewers, though Holzman notes such practices must come with appropriate safeguards to avoid the risk of piracy. Marketing efficiencies are also realized by having books on Google Book Search and Amazon Search Inside the Book, he says.