Building Your Global Publishing Business: Keith Yatsuhashi of the U.S. Department of Commerce's Global Publishing Team on how publishers can successfully tap international revenue streams in book sales, translation and rights.
Extra: What is the initial process you go through with publishers?
Yatsuhashi: I think publishers come to exporting in two ways: Either it's a real targeted approach where they say, "We think this content will do really well in these countries." The other way, which I think happens more with the smaller publishers, is more reactionary. They'll come to us and say, "I've been approached by publishers in this country and this market, and I don't know the best way to go about this." So it always starts for us with what the publisher's capacity is, what their goals are, and whether they're seeking to fulfill an order here or there, or they're really looking to have a presence in a country where it would make sense to partner with a local publisher. We also get a sense of what the commitment is from their higher management, if exporting is a priority for them.
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- Keith Yatsuhashi