Regnery Publishing President and Publisher Marji Ross on how to put all of the pieces together to create a hit title.
Developing a Best Seller
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Extra: Over the past year, what trend(s) or technologies did you incorporate into your launch strategy?
Ross: Over the past two years, we have gone to outbound, dedicated e-mail messages. We are able to do that internally because we have corporately decided to collect e-mail names, and we have grown our lists to the point [where] we have 750,000 e-mail [addresses] that we send a message to every time we launch a book. E-mail communications have become a very important part of our marketing and of our launch.
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Peter Beisser
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