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Caleb Mason
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This is a recommendation to create a farm system in support of your own imprints, knowing full well how subjective reading tastes are. The costs to run these imprints should be kept very small. Two-person teams work well on new challenges. An ebook from the farm system must first prove it warrants subsequent release in paperback under this model. Possibly it will deserve print-on-demand availability as that method expands, but not pre-printed. This has the additional benefit to publishers of further building your own database of digital readers, which can be shared with other in-house imprints for marketing their titles. Learning can be shared both ways.
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Caleb Mason
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Caleb Mason is the founder and publisher of Publerati, a literary fiction publisher employing a unique socially-responsible business model aimed at helping spread literacy via Worldreader. Caleb also writes fiction under the pen name Don Trowden (as in downtrodden), author site here. Earlier in his career, after working in bookstores, and at Little, Brown, and then co-founding Salem House Publishers (sold to News Corp), Caleb left publishing for several industries disrupted by change. These include the now-defunct 35m film and photo industry; the mostly defunct packaged goods CD-ROM software industry, and the ever-changing GPS industry. Having experienced many shifts, Mason has formed a unique perspective on the digital changes ongoing in the book industry. He shares that perspective in his blog "Outsights on Publishing."
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