Navigating the Niche

So, how is C&T achieving such significant increases? Sales Director Sandy Balin attributes last year's book trade sales increase to the new Stash Books imprint, which launched in April 2010.

A Multichannel Sales Strategy

"While Stash Books titles have been well-received across all channels, the most exciting response has been in the book trade," says Balin. "With this new line of books, we are reaching a different group of consumers than our traditional quilting titles [do]—young craft sewers who are looking for ideas and inspiration."