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"Each partnership arrangement is different," Lyons offers. "Some are straight licensing agreements, while other partners provide the content to us and collect royalties on sales."
The challenge, he notes, is to find a company with wide-spread name recognition and officials who want to use their brand in a specialized publishing format. "Our pitch is that we're essentially a backlist company," says Lyons. "We often keep books in print for 10 to 15 years. So the partner will get many years of publicity out of our books."
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