'Fang' Is a Book Character. And Even He Has a Blog
Another book being enhanced in this way is about how to hire, train and manage a work force, called "Getting Them to Give a Damn: How to Get Your Front Line to Care about Your Bottom Line" by Eric Chester. "Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force" by Ben McConnell and Jackie Huba, and "The Forgotten Half of Change: Achieving Greater Creativity through Changes in Perception" by Luc de Brabandere are also being developed.
Johnson says it is important to get the authors of the book involved right from the start in any cross-media strategy. "The authors live and breathe these subjects and these topics every day, and if we don't have their backing on this, I don't think it would be as successful," she says.
The cross-media platform at Dearborn is geared toward corporate sales, which makes up about 35 percent of the company's sales. Johnson says this area is the biggest area of growth right now for the publisher. "This is revenue-driven for us and has a lot of potential," she explains.
Brian R. Hook is a freelance journalist in St. Louis. He has written for dozens of publishers, including Dow Jones, U.S. News & World Report, and Kiplinger's, in addition to various trade publications. He can be reached at BRHook@msn.com.