From Garage Publisher to Google Prominence
For instance, he notes, Evan-Moor’s customers continue to constantly change. Twenty-seven years ago, people weren’t using computers for research, and no one could fathom the idea of an e-book, but today these practices are very normal. In fact, says Bill, Evan-Moor now has teachers who are selling e-books. “We’re even promoting [electronic] wipe-board friendly PDFs on our site now, something we wouldn’t have dreamed of before.”
Evan Moore also is offering a brand-new service via a Web site—TeacherFileBox.com—containing intellectual property from previously published content that has been chopped up, indexed and made available by subscription. “Teachers can get what they need,” says Bill. In addition, Evan-Moor is servicing larger classroom sets. For instance, the company is putting out a box set, which will sell for $200. “This is a new price point for us,” says Evans.
“E” Spells Success
Asked to highlight one product that is performing well for his company, Evans refers to e-books, which have experienced a 100-percent increase in sales.
He explains that Evan-Moor works to format all books into PDF files, which can be made available to teachers instantly with no freight costs. “Our monetary investment is in making storage space available on the site and in security provisions to ensure teachers use the file appropriately,” he says.
Evan-Moor also is very enthusiastic about its “preview” feature. Launched four years ago, the feature has contributed to a uptick in Web site purchases, says Evans.
“Sales are up by 28 percent, and we’re finding more people are compelled to order off of our site as opposed to ordering through our 800 number,” he says. “Customers love it because it’s like being in a book store. It’s like trying something on from Lands’ End before ordering it.”
Evans says that 22 percent of Evan-Moor’s revenues are driven from Web site and catalog sales, while remaining sales come through special markets and purchases by Double Day Book Club, or other publishers using Evan-Moor’s books. “About five percent of our sales come from overseas, since we are distributed in 35 countries,” he adds.