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Often, beating competitors to market is extremely important, says Carleson, because the titles "can have a very short life, and, more importantly, very often retailers will take in heavily the first book that is available."
Though 10 days is considered a demanding turnaround in the industry, says Carleson, it's standard for Prima. "I often find myself apologizing to our printers," says Carleson. "We're always pushing them."
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