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Partners often buy large quantities of the books for resale through their own channels, such as catalogs or Web sites. "It's often much simpler for these companies to deal with a small publisher like us," says Lyons. "We don't have layers of bureaucracy like most larger publishing houses."
While the sideline is lucrative for the publisher, generating 10 to 15 percent of annual revenues, the titles aren't necessarily easier to produce than regular books, Lyons continues. For example, a recent release, The Orvis Fly-Tying Guide, by Tom Rosenbauer, includes 450 pages, 1,000 pieces of artwork and a design theme that was extremely difficult to
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