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: How important is marketing the personalities of the authors?
Ross: I think the author is a critical factor in the success of a book. That doesn’t mean an author has to be a celebrity to write a successful book. For us, what we try to do is match up the author with the subject. So, an author can be relatively unknown, but if he or she is passionate, if they are a crusader for their message and have something new to say, he can be successful even if no one has ever heard [of him]. Sometimes, there is an element of excitement you can create around an unknown author if they truly have something remarkable to say.
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Peter Beisser
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