The Book Look
To market the title, McFarland leans on direct mail advertising. The publisher mailed catalogs featuring the title to every academic, public and high school library in the United States, and to libraries in other English-speaking countries, such as Australia and the United Kingdom, through distributors, says Beth Cox, sales and marketing representative with McFarland. “One of the most effective things we do is submit copies for possible review to various library-oriented journals,” Cox says. “We also send a good supply of review copies on our own and encourage authors to supplement this list with their own ideas and leads. We seek out non-library sales as well. We explore textbook adoption possibilities, direct sales to individual readers, and Internet bookstores and specialty retail sales.”
Cox says the book is in its second printing and that print runs are scheduled to keep stock levels in line with customer demand. The book is available through Barnes & Noble’s Web site and Amazon.com, and special order through book stores.
Fast fact: McFarland publishes 275 reference and academic titles a year.
Author: Tom Womack
Release date: February 2006