Note: tables are indicated by locators in bold and figures are indicated by locators in italics.
Able, Vanessa 281
academic titles 65, 72, 340; promotion of 389–391; publishing costs 70
academics: inspection copies 389, 390, 391; promotion of textbooks to 385–389; research 388, 392; role of 388; textbooks, change of 389–390
accountants 422
advance information sheets (AIs) 19, 81, 96–98, 429
advance notices (ANs) 96–99, 125, 429
advance title information (ATI) 125
advertising 4, 109, 111–112, 125; above/below the line 429; classified 111; colours 354; direct response 353, 435; discount 77; educational press 408–409; ‘free advertising’ 257; internet 109; magazines/newspapers 344, 353; radio 112; semi-display ads 111; space/layout 353; ‘spot colour’ 354; television/cinema 112; typeface 353; see also advertorials; events; exhibitions; free publicity; marketing materials; promotional parties
affinity marketing 429
AID(C)A (attract, interest, desire, conviction, action) 320–321
Amazon 70, 71, 156; Goodreads and 250–251
Anderson, Chris 84
answers 429
Apple: App Store 86, 244; iPad 85, 87; marketing principles 5
approval staircase 174, 205n3, 430
apps 25, 244, 430; children’s 85, 370–371; see also Touch Press; WhatsApp
Arnold, Sue 83
arrears (dues) 435
artwork 430
authors 430; academic 43, 95; bookshops and 153; branding 17, 30; case studies 250–253, 289–292; children’s books 373–374; earnings 287; ego 284–285; feedback 288; fees 269, 282n8, 289, 290; free publicity 77; information about 40, 102, 274–275, 337; interviews 250–253, 269, 273–276; launching 67; literary festivals 309–311; market research and 45, 46, 68; marketing 4, 30, 38, 40–41, 117, 168, 283, 288; marketing department and 284; media coverage 257–258; meeting 373–374; online involvement 248–249; pseudonyms 291; public lending right 383–384; publicity/publicity forms 76, 95, 116, 287; publishers and 283–284, 293–294; royalties 70, 90n2, 444; self-publishing 45, 68, 71, 283–284, 288; signing sessions 68, 310–311; social isolation 285; social media 250–251; tours 258, 305, 377; websites 288; working with 287–288
Ayrton, Pete 56
B2B (business-to-business) 181, 259, 430
B2C (business-to-consumer) 220, 221, 431
B2G (business-to-government) 431
backlist 104, 122, 132, 158, 431; children’s books 372, 374; Grub Street 166, 168; promotions 64, 73, 173; self-publishing 71
barcode 431
Bartle, Bogle and Hegarty 323
benefits 120, 321–322, 329, 431
Betty’s Reading Room, Orkney 384–385
binding 66, 441; saddle stitching 444
blad 431
Blake, John 266
bleed 431
blogs 249, 250, 253, 431; blawgs 425, 431; Game of Thrones and 246, 247; online marketing 224–226; professional market 425; templates 224, 225; writing 225, 248
Bloomsbury: Book Club 314; Institute 313–315; Publishing 313–315, 362
blurb 39, 40, 96, 101, 102, 431; disentangling long/difficult 337–340
Boden 335
body copy 265, 324, 343, 353, 431
book clubs 32, 123; Bloomsbury 314; discounts 70; editions for 28; negative option 440; Richard and Judy 260, 281n3; school 372
book fairs 26, 116, 156, 158, 159, 315; international 378, 444; school 372, 374
book launches see promotional parties
Book People, The 371
book publishing courses: Kingston University 43, 226; textbooks xx 134; see also Inside Book Publishing (Clark and Phillips); Ooligan Press
books 23–24; antiquarian 164–165; book club editions 28; ‘crossover titles’ 370; English language titles 6; facsimile 164–165; hardback 24–25; limited editions 24; own-brand editions 28, 371; paperback 25; print-on-demand 6; remainder sales 28–29; reviews 257; self-published 6–7; special sales 28; ‘universal format’ 23–24; see also academic titles; children’s books; ebooks; format; inspection copies
bookshops 7–8, 45; academic textbooks 389; airport 6, 122, 248; children’s books 372; closures 372; independent 90n2, 153; seasonal promotions 72; selling to 153; visiting 11
Borders 222
Borough Press 255
bottom line 431
bounce rate 432
brands 16–17, 432; branded items 109, 372; licensing 370; management 209, 291; organisational 365–369; partnerships 371; public perception 45; publishers as 29–30; rebranding 366–369; social media and 209, 212, 221
break-even 432
British Medical Association (BMA) 32
British Medical Journal, The 32, 33
bromide 432
budget 432; see also marketing budget
bullet point 432
business markets 65; information resources 65, 66; see also professional markets
buyer 432
call to action 216, 218, 240, 241, 432
Cambridge Dictionaries Online 245
Cambridge English Teacher 244
Cambridge University Press 243–245
camera-ready copy (crc) 432, 434
card deck 432
cased edition 432
catalogues 39, 42, 75, 103–106, 125; academic 106, 107; covers 105; illustrations 106; last minute entries 106; layout 105; major titles 104; ordering mechanisms 104–105; schools and 403–405
CD ROM 432
Central Books 19
centred type 433
Chang, Jung 309
character 433
Châtel (France): book set 89–90; sales proposition, creating 89–90
Cheshire labels 433
Chesterton, G.K. 327
children: apps for 85, 370–371; education 397–398; library usage 379; literacy 31; market research and 57; meeting authors 373–374; social media and 376–377; see also children’s books; Reading Force; schools
children’s books: backlist promotion 374; book fairs 378; branded items 371, 372; co-edition deals 378; digital products 369, 370; educational 373; exporting 378; free publicity 376–378; long tail backlist 374; marketing 369, 376–378; marketing difficulties 374–376; new formats 370–371; nostalgia market 334, 372, 374; packaging 372; price-sensitivity 375; publishing opportunities 370–374; school books 372; selling locations 371–372; vocabulary 374–375; websites and 373, 376
Children’s Education Advisory Service (CEAS) 203
Christmas market 72, 83, 152, 223, 300, 373, 375
Clark, Giles and Phillips, Angus 132–142
closed market 433
coated paper 433
Coday, Dennis 447
Coker, Mark 86
Collins, Suzanne 370
colour separations 433
commissioning meeting 95
competitive advantage 433
competitive differentials 433
conferences 378, 406–407; medical 416, 417; press 305; see also sales conferences
content media see blogs; email; websites
controlled circulation 433
cooperative mailing 433
COPE (coherence, objectives, planning, execution) 214–215
Cope, Wendy 103
copy 128–129, 316–317, 343–344, 433; acronyms 320–324; basic principles 318–320; benefits/selling points 329; blurbs, disentangling 337–340; direct marketing and 177–183; editing 328–329; endorsements 331–332; grammar 319; guarantees 335; headlines 335–337; humour 333; ideas 334–335; illustrations 330; language 324–327, 333–334; learning about 320; negative, using/avoiding 332–333; patronising the reader 332; personalising 328; presenting/defending 340–341; quotations 330; repetition 333; rules 317–318; sentence length 324, 327; space/visual variety 329–330; storytelling 327–328; testimonials 330–331; titles, not understanding 337; writing techniques 316–341
copyright 64, 82, 123, 394; see also licences; rights
CPD (continuing professional development) 29, 418, 419–420
Creative Commons 433
cromalin proofs see digital proofs
Crompton, Alastair 336
‘crossover titles’ 370
customer lifetime value 62, 190, 434
customer relationship management (CRM) 18, 171
customer services 115, 130, 132, 244, 294, 295, 355; online forms and 185
customers 7–8, 9; building relationships with 148–150; buying behaviour 146–148; feedback 45, 85–86, 87, 104, 193, 207, 218, 295; product price 10–11; professional buyers 146; see also Nielsen Book Services; specific interest markets; students; teachers
Daly, Claire 314
dashboard 434
database marketing 174, 181, 185, 434; see also Reading Force
database publishing 434
databases 125
Daunt Books 19
Davies, John 165
de Botton, Alain 276
dentists/dental care professionals 419–420
design 342–343; good design 343; promotional text 343–344; see also designers; jackets; marketing materials
designers 344–346; amendments 349–350; appreciation of 351; briefing 346–347; budget 348; completion date 349; correction bills 351; house style 348; illustrations 349; information needed by 347–349; job progression 350–351; managing without 352–354; proofreading 350–351; viewpoint349–50; working with 347–349
desktop publishing 434
Devani, Eela 314
die-cutting 434
digital marketing 41, 42, 68, 84; case study 245–248
digital proofs 434
direct mail 171, 178, 179, 333, 426; response rates 172, 426; see also Reading Force
direct marketing 42, 43, 170–171, 435; addressee 181; audience 174–175; brochure 182–183; business-to-business 181; campaign essentials 172–173; case study 196–205; checklist 195; copy platform 177–183; design services 188; despatch system 188–189; direct mail 171, 172, 178, 179; direct promotion 173; direct response 173; freepost 184, 186, 189; fulfilment services 191–193; inclusions 187–188; information gathering 185; L-shaped cards 184; loyalty cards 171; mailing costs 188–189, 190–191; media and 175–176; monitoring methods 189–191; offers 175; plans 173–174; postage and packing 192–193; principles 171; print 172–173; response devices 183–188; response tips 185–187; returns 193; telemarketing 193–195; testing 189–190; timing 176–177
Direct Marketing Association (DMA) 172, 184
direct response advertising 320, 353, 435
display type 435
Doctorow, Cory 71
doctors 417–418; case study 416–417; communicating with 411–416; conferences 416, 417; CPD materials 418, 421; emails to 412–413; leaflets and 412; mailing lists 412, 413; marketing materials 413–416; marketing to 410–411; online materials 421; timing of promotion 416
Dollin, Nigel 355
Drabble, Margaret 284
dues (arrears) 435
duotone 435
ebooks 6, 25, 32, 56, 418; access costs 387; discounts 70; free downloads 86; publishing costs 65–66, 69; textbooks 398
e-content licensing 387
editors: advance notice writing 97; blurb writing 96, 100, 337–338; commissioning 37, 95, 284, 410; editorial/marketing relationship 37–43, 160, 406, 407; literary 271–273; review 269–270
education: funding models 385–386; model of delivery 386–387; online learning 387; textbook model 387
educational market 65, 66, 147–148; changes in 397–399; children’s publishers 373; digital delivery 398–399; digital materials 397; how to reach 403–409; inspection copies and 273; marketing approach preparation 400–402; public examinations 399; publishers’ contact with 400; school budgets 399–3400; selling to 396–3409; textbooks and 389–391; university academics 385–389
EFL (English as a Foreign Language) 409, 435
ELT (English Language Teaching)243–5, 409–410, 435
email: advantages of 229; case study 232–234; doctors 412–413; ESP services 230, 231; how to write 231–232; journalists 277–278; mass mailing systems 233, 234; online marketing 221, 229–232; response rates 426; school mailing lists 404; shared mailings 404–405; subject lines 335; teachers 405; Toddle template 233
embargo 435
English Grammar in Use 244
EPOS (electronic point of sale) 435
ESL (English as a Second Language) 409, 435
ESP (Emotional Selling Proposition) 323
EU Culture Fund 18
events 29, 377; audience 297, 298; author tours 305; case study 313–315; context 297; feedback 299; organisational meetings 300; preparing for 297–300; press conferences 305; promotional parties 302–305; sales conferences 300–302; slides, use of 299; time available 298; timing 315; title launches 302–305; venues for 312–313; what to wear 299–2300; see also BookMachine; exhibitions; literary festivals; promotional parties
export market 155–157; case study 157–161; children’s books 378; see also international markets
extent 436
FAB (features, advantages, benefits) 321–322
Facebook 4, 124, 177, 208, 236, 253–254; author’s views on 250; brands and 221; Cambridge University Press 244–245; children and 376; CompletelyNovel 239–241; online marketing and 211, 212, 220; Ooligan Press case study 236–238; self-publishing and 210
Fachbuchhandlung für Faksimiles164–5
Farmiloe, Tim 126
FE (further education) 436
features 436
festivals: temporary 154; see also literary festivals
finishing 355; see also binding
Fisk, Robert 447
flush (justified) left 436
flush (justified) right 436
Focal Press 38
font 436
Food Illustrated 166
format 25, 27, 28, 436; A format paperback 6; bundling 66; limp (C format) 66, 439; reformatting 66
Frankfurt Book Fair 444
Franklin, Andrew 310
free publicity 77, 257–258; author interviews 273–276; book trade events 377; children’s books 376–377; events sponsorship 377; inspection copies 273; journalists and 260–263, 276–281; literary editors 271–273; literary prizes 377; local initiatives 377; media, dealing with 258–260; press releases 263–269; promotional links 377; review lists 269–271; social media 376–377; see also advertising; advertorials
‘free advertising’ 257
freelance staff 295–296; designers 342, 344–346; relationship with 296
French, Margaret 387, 390, 394
friends (social media) 436
Ganley, Anna 368
gifts: free 186, 272, 298, 377; gift appeal 55, 56; gifting market 24–25, 28, 56, 371, 372, 373; see also Calliope Gifts
Gombrich, Ernst 343
Google 7, 219, 245, 254; Analytics 221
Greene and Heaton 240
Guardian 83, 102, 167, 281, 318
Hachette Children’s Publishing 110
half-life 436
Halls, Meryl 372
hard copy 437
HarperCollins 17, 83, 245–248, 255, 437
Harry Potter series 271, 370, 375, 376
hashtags 214, 229, 241, 242, 243, 246, 437; campaigns 255
HE (higher education) 388, 437; funding 386; internationalisation 387; ‘massification’ 385
headline 437
healthcare market 410–411; see also dentists/dental care professionals; doctors
Heaney, Seamus 85
Hegarty, John 323
heritage organisations 154
Herrmann International 149, 150
Hertfordshire libraries 379
Hodder, Clare 32
Hopkins, Claude 333
house ad 437
Hunt, Matthew 213
Hybert Design 343
Hybert, Kate 343
hype 437
Impress Print Services Ltd 357
impression 437
imprint 437
in print 438
in-house/out-of house work 437
indent 437
independent publishers 17, 18–20, 75, 165–169
information managers 387, 394–395, 396
initial situation analysis: macro-environment 121; marketing plan and 120–123; micro-environment 121; PESTLE 121, 122–123; SWOT 121, 122
insert/loose insert 438
Inside Book Publishing (Clark and Phillips) 132–142
inspection copies 41, 42, 43, 104, 106, 273, 438; academics and 389; ‘on approval’ 183, 392, 408, 438; teachers 273, 407–408
integrated marketing communications (IMC) 17–18, 41
International Publisher of the Year (2000) 165
internet: access 123; advertising 109; mobile access 254; see also email; online marketing; social media; websites
Isaacson, Walter 44
ISDN 438
ISSN 438
jacket rough 438
jackets 438; author information 102; back cover blurb 101; book title 100; cover brief 39; layout of text 102–103; librarians and 381, 383; online marketing 39; product promotion and 125; shout/strap line 100–101
Jobs, Steve 44
Joel, Jennifer 253
John Dollin Printing Services Ltd 355
Johnson, Paula 271
Jones, Paul 357
Jones, Sue 379
Journal of Marketing Management xx
journalists 260–263; emails to 277–278; literary editors 271–273; phone calls to 278–280; press liaison 30; promotional parties 302, 303, 304–305; PRs and 261, 262; selling ideas to 276–281; see also press conferences; press coverage; press releases; review lists; reviews
Junor, John 262
justified type 438
Kennedy, Jo 350
Killick, Ruth 259, 261, 276, 281
Kingston University: blog 226; Publishing MA 43
Kipling, Rudyard 97
KISS (Keep It Simple Stupid) 324
Klein, Naomi 386
lamination 438
landscape 438
learning resource centre (LRC) 392–393
Lee, Jeremy 307
leisure outlets 155
Leonardo da Vinci 208
Lessig, Lawrence 31
letterpress 439
Leverhulme, William Lever, 1st Viscount 211
librarians: academic 392–396; medical 421–422; public 378–381; publishing information and 380–381
libraries 154; academic 392–396; case study 381–383; public 378–383; publishers and 381–383
licences: character 370, 373; collective 27, 32; e-content 387; short-term reprint 27; see also copyright; rights
lift letter 439
limp (C format) 439
line work 439
LinkedIn 42, 176, 239–240, 425; marketing 210, 211, 238–239
list 439
literacy 31, 377; organisations 377
literary agents 4, 85, 113, 161, 240, 291
literary festivals 30, 258, 305–308; authors and 29, 284, 309–311, 373; publisher collaboration with 306–308; Times Cheltenham Literature Festival 308–309
literary fiction 439
literary prizes 102, 311–312, 377
litho (lithographic) 354, 355, 356, 439
Little, Brown Book Group 157–161
Little, Fiona 401
logo 83, 291–292, 348, 369, 439
long tail 374
Lovell, Nick 88
Lyall, Gavin 102
Macaro, Antonia 332
McCartney, Linda 24
McCartney, Sir Paul 24
McCrum, Jo 70
MailChimp 234
mailing lists 128, 190, 223, 230; analysis 118; authors 291; auto-response 430; deleting names 415; doctors 412, 413; mass-mailing 233, 234; nixies 440
mailshots 106, 124, 127, 173, 178–183; analysis/records 231; costs 191; fundraising 71; medical case study 416–417; the PS 180, 329; reading 180, 329, 344, 417; returns 415, 417
Mansfield, Katherine 84
Mantel, Hilary 208
mark up 439
market analysis organisations 49
market research 47–48; budget 68; case studies 59–60, 362–363; commissioning 52; ‘desk’ research 48–49; freelance staff 296; marketing plan 118–119; online questionnaires 52; primary research 50–52; publishers 44–45; qualitative 50; quantitative 50–51; questions to ask 118–119; secondary research 48–50; self-publishing 45; syndicated 53–57; uses 45–46, 57–58
Market Research Society 47
market segmentation see segmentation
market share 439
marketing 3–8; checklists 8–12; customers’ needs 9; editorial relationship 37–43; meaning of 5; personnel 36–37; place 12; price 10–11; principles 5, 362; product 10, 22–23; promotion 11–12, 13; strategy 11–12; timing 12; see also direct marketing; online marketing; specific interest markets; telemarketing
marketing budget: allocation 129–130; cash flow management 78–79; categories of expenditure 62–64; contingency amount 64; core costs 63; costings 68, 69–70, 70–71; development costs 65–66; discount negotiation 77; drawing up 62–64; financial support 79–81; free publicity 77; freemium 80–81; funding models 80–81; individual titles 63; making it go further 74–77; market research 68; monitoring 71, 73–74; product prices 68; profit margins 65; publishing lifecycle process 66–67; retaining 81; return on investment 61–62; ‘smaller’ titles 64; sponsorship 79–80; timing of expenditure 72–73, 75; variable factors 65–68
marketing information 95–112; advance information 96–99; advance notices 96–99; announcement 95–96; catalogues 103–106; commissioning meeting 95; dump-bins 109; jacket/cover copy 100–102; leaflets/flyers 106–108; point-of-sale items 109; posters 108–109; radio/TV/cinema 112; space advertising 109, 111; website entry 99
marketing initiatives 29
marketing materials 153; advertisements 353; brochures 71, 76, 108, 124, 182–183; children’s titles 376; clarity 352–353; cost of 74, 76; design 76, 188, 342–343; design job progression 350–351; designers 344–351; dump-bins 109; flyers 106, 108, 436; impact/impression 129–130, 352–354; layout/dissemination of 342–348; leaflets 106, 108; managing without a designer 352–354; medical 413–416; online presentation of 145; posters 109; printers/printing 354–358; promotional text 343–344; proofreading 351–352; reading promotional text 343–344; schools 403–405; visual variety 353; see also catalogues
marketing mix 12
marketing plan 4, 41–42, 113–142; budget allocation 129–130; case study 132–142; checklist 132; communicating 130–131; evaluating results 131–132; formulating 124; implementation 131; in-house communication 130–131; individual titles 126–129; initial situation analysis 120–123; market research 118–120; marketing basics 124–126; monitoring of 131; objectives 123; product research 115–118; product/service benefits 120; promotional mix 13, 41–42; SMART objectives 123; strategy 124
marketing strategy 124
Markkula, Mike 5
Martin, George R.R. 245
Maslow’s hierarchy of needs 7
maven 439
measure 439
media coverage 257; authors and 257–258; contacts and 259–260; journalists and 260–262; media agencies and 260, 269; news agencies and 260; timing 258–259
media planning 127–128, 175–176
merchandise 439
merchandising 439–440; character licensing 373; cross-merchandising 373; rights 30–31, 291; trademarks 291–292
metadata 440
metrics: email campaigns 42, 231; website usability 103
Meyer, Stephenie 370
Minecraft 370
Mixpanel 221
monograph 440
National Centre for Research in Children’s Literature 379
National Children’s Book Week 377
National Literacy Trust 377
negative option 440
net 440
Net Book Agreement (NBA) 71, 169n1, 440
news agencies 260
newsletters 75, 125, 199, 213, 223, 230, 291; case study 233–234, 235; libraries 379, 382, 383; sign-up forms 230
niche markets 36, 66, 152–153, 422–423, 424; print on demand 442
Nielsen Book Services 6, 53–54, 54–55, 125
nix(ies) 440
nostalgia market 334, 370, 372, 374
O’Brien, Breda 447
off-site staff 294–295, 296; see also freelance staff
O’Flynn, Catherine 102
Ogilvy, David 111, 321, 324, 330–331, 343
ONIX for books 39
online 440; directories 223; gaming 365, 370
online marketing 75, 206–255; advantages 207–208; author case study 250–253; author involvement 248–249; bloggers/blogging 224–228; case studies 220–224; core principles 208–213; email 221, 229–235; future of 253–255; key elements 213–214; offline selling and 222–224; push to pull shift 207–208; social media 210, 211, 212, 213, 220, 238–238; strategy 209–211; websites 215–219
open-ended questions 440
ordering 47, 74, 78–79, 153; coding an order form 187, 192; direct marketing 170–171, 173, 183–188; direct orders 78; forms 76, 108, 187, 192; mechanisms 104–105; online 36, 54, 145; payment facilities 215, 339, 417; pre-orders 72, 86, 209, 214, 391; ‘top-up’ orders 47
organisational meetings 300
Orion 291
over-run 441
overs 441
Oxford International Centre for Publishing Studies 135
Oxford University Press (OUP) 135, 334
ozalid 441
Page, Stephen 31
Palgrave Macmillan 32
Parker, Cornelia 338
Paul, Korky 334
Paxman, Jeremy 260
Penguin Books 29, 254, 366, 429
perfect binding 441
Phalippou, Jérôme 89
Phillips, Angus 132, 134, 135, 136, 137
Pinterest 177, 210, 212, 220, 254, 255
PMT (photo mechanical transfer) 432, 441
point of sale 109, 110, 153, 441
point system 441
portrait 441
positioning 13–14, 119, 120, 347, 441
post 442
Powell, Jenny 151
presenters 108
press conferences 305
press coverage 49, 79; food press 166–167; literary prizes 312; planning 259
press liaison 30
press releases 260, 263–269, 333; exclusive 268–269; headlines 265, 266, 267; images, tips for 267–268; literary editors and 271–273; role of 263–264; sample 266; structure 265, 266; supporting quotes 267; trade press and 267–268; writing 264–265, 274–275
print on demand (POD) 6, 84, 153, 442
print run 27, 442; academic texts 65; costings 69–70; marketing materials 355; research monographs 392
printers/printing 354–358; CMYK print work 357; commissioning 354; costs 355; delivery methods 355; digital printing 354–355; estimates 355–357; information required by 355–356; litho 354, 355, 356; methods 354; order confirmation 355; problems after delivery 358; proofs, types of 357–358; run-on (r/o) price 356; screen printing 354
Prior, Joanna 261
pro forma invoice 442
product: definition 22–23; price 10–11, 68
production costs 65, 68, 69–70, 191; bundling of formats 66; ebook publishing 65–66; publisher overheads 65; reformatting 66
professional markets 422–425; blogs/blawgs 425; formats 424, 425–428; information resources 65, 66; market leaders 424; marketing materials 426–427; requirements 424–425; retailers 171; subscription 26; writing style 427
profile 442
progressive proofs 442
promotional mix 13
promotional parties 302–305, 313; follow up 304–305; invitations 303; journalists 302, 303, 304–305; media coverage 302; photographs 303, 305; refreshments 304; speeches 304; timing 303
promotional text see copy; marketing materials
promotions 13, 73, 442; competitions 111; free gifts 186, 272, 298, 377; offers 175; price 186, 244; seasonal 72, 83, 152, 223, 300, 373, 375; see also promotional parties
publication date 442
publicity see free publicity
publishers: authors and 283–287, 293–294; freelance staff 295–296; libraries and 381–383; literary festivals and 306–308; market research and 44–45; marketing of 29–30; off-site staff 294–295; overheads 65; service providers 292–293; temporary staff 296; working with colleagues 293–295; see also independent publishers; self-publishing
publishing: advice on 31; branding 16–17; competition 6–8; costs 69–70; financial structure 70–71; integrated marketing communications 17–18; market research 44–45; marketing and 3–20; marketing checklists 8–12; relationship marketing 18–20; sales and promotion 13; segmenting/ targeting/positioning 13–16
Publishing Training Centre 133, 138, 141
publishing-ese 326
Pullman, Philip 370
radio 26–27, 30, 258; advertising 99, 111, 112, 260, 264, 265; interviews 273, 275
Reading Agency 377, 378, 379, 383
Reading Force 196–1205; database 198, 199; email 199; SMART objectives 201–202; telemarketing 202–205
Reading is Fundamental 377
ReadySteadyBook 213
recommended retail price (RRP) 444
recto 443
Redmayne, Charlie xvi
reformatting 66
register 443
re-intermediarisation 395
release date 443
Rennoldson, James 314
resale price maintenance 443
retail price maintenance 67, 123, 144; see also Net Book Agreement (NBA)
retailers 154–155, 379; children’s books 371–372; discount 67, 70, 71; non-retail outlets 371–372; online 154, 167; selling prices 67–68; see also bookshops; supermarkets; superstores
retouching 443
return on investment (ROI) 61–62, 443
returns 47, 78, 116, 191, 335, 443
retweet 443
reviews 257; audiobooks 83; children’s books 376; educational press 408
Richard and Judy Book Club 260, 281n3
rights 444; merchandising 30–31, 291; sales 23, 26–27, 161–163; translation 26, 168; see also copyright; licences
Robuchon, Joel 165
Roman 444
Routledge 37–38, 43, 107, 133, 134–135, 137
Rowling, J.K. 370
Royal National Institute for the Blind 378
royalties 70: 82, 90n2, 369, 444; see also public lending right
Rubin, Nicolas 89
run of paper 444
Rushmoor Borough Council 192, 196
saddle stitching 444
sales conferences 41, 103, 300–302, 406; export sales 156, 158; guidelines 301–302
sales development consultants 148–150
sales proposition, creating 89–90
sales representatives 77, 366, 405–406
sales/selling 144–169, 152–157; antiquarian books 164–165; bulk sales 28, 79, 105; buyer behaviour 146–148; case studies 157–161, 165–169; communication tips 150–152; customer relationships 148–150; direct selling 144–145, 163–165; export market 155–157; facsimile books 164–165; home market 153–155; individuals and 148–150; rights sales 23, 26–27, 161–162; schools 147–148; seasonal 72, 83, 152, 223, 300, 373, 375
schools: book fairs 372, 374; budgets 399–3400, 403; digital delivery 398, 401; mailings to 403–405; marketing to 400–402; materials to send 403–404; purchasing patterns 147–148; sales reps and 405–406; supplier 445; teacher support materials 401; see also teachers
Scott, David Meerman 211
search engine marketing (SEM) 445
search engine optimisation (SEO) 94–95, 445
see safe 445
segmentation 13–15, 41, 119; differentiated marketing 16; factors to consider 15–16; undifferentiated marketing 16; yearbook case history 14–15
self-mailer 445
self-publishing 6–7, 45, 71, 136, 283–284, 288; marketing and 289–290; social media and 210, 239–241, 290–291
serif, sans serif 445
Services Children in State Schools (SCISS) 198, 203
Seuss, Dr (Theodor Seuss Geisel) 324
Shaw, George Bernard 367
Shields, Carol 249
Shots (website) 226
Signature Book Representation (UK) 19
‘silent salespeople’ 126
Simenon, Georges 324
Simpkin, Claire 318
Sleight, Cathryn 17
Smashwords 86
Smith, Zadie 249
social bookmarking 254, 445; see also Pinterest
social media 124, 126, 208, 445–446; blogs and 225; Cambridge University Press and 243–245; disengaging from 249; email marketing and 230; free publicity 376–377; images, use of 177; marketing 210, 211, 212, 213, 220, 253–255, 446; optimal times 212; professional market 425; self-publishing and 210, 239–241, 290–291; students and 386; writing and 249–253; see also Facebook; LinkedIn; Twitter
social networking 446
Society of Authors, The 66, 70, 310, 366–369
Solomon, Michael 148
Solomon, Nicola 366–367, 368–369
Sony Walkman 45
space advertising see advertising
specific interest markets 361–428; academic libraries 392–396; academic market 389–391; case study 362–363; children’s books 369–378; current trends 364–365; dentists/dental care professionals 419–420; doctors 410–418, 421; educational markets 397–3409; general principles 362; general reader, finding 363–366; healthcare professionals 410–421; international educational markets 409–410; medical librarians 421–422; organisational brand and 365–369; professional markets 422–428; professional resources 392; public lending right 383–385; public libraries 378–383; research monographs 392; summary books/study aids 391; university academics 385–389
specs 446
Steinitz, Dominic 177
Stephen Hancocks Limited 419–420
stock lists 63, 103, 105; seasonal 39, 125, 300; see also catalogues
Stokes, D. and Lomax, W. 5, 23, 93, 113, 120, 121
Stotter, Mike 226
Strathclyde University xix
Straus, Peter 253
students: attitudes to education 386; book-buying resources 385, 390; degree, reduction in value of 388–389; education delivery model 386–387; international 387, 388; LRCs and 392–393; numbers 385; social media 386; summary books/study aids 391; textbooks, availability of 390
subscribe 446
subscription 26, 33, 34, 35; promoting new journals 66–67; services 49, 53
Sullivan, Andrew 320
summary books 391
supermarkets 28, 155, 161, 166, 371; direct marketing 171; discounts and 67, 70, 90n2; own-brand books 371
Surrey County Library Services 381–383
Sweller, John 299
syndicated market research 53–57
tag line (strap line) 100, 446
Taschen 24
teachers 397, 398; catalogues 404–405; digital materials 397, 398–399; emails to 405; inspection copies 273, 407–408; league tables 398; marketing approach to 400–402; series of titles 402; support materials 401; support mechanisms 408; telemarketing 407; trainee 408
TEFL (Teaching English as a Foreign Language) 409
telemarketing 193–195, 403, 407, 446; AID(C)A 320–321; call structure 178; case study 202–205
TESL (Teaching English as a Second Language) 409, 447
Thomas, Valerie 334
Times Cheltenham Literature Festival 308–309
tint 447
titles; choosing 100; classification 95–96; copy information 337; launch parties 302–305; marketing individual titles 126–129; proposal stage 38
trade discount 67, 70, 71, 90n2, 271, 447
translation: literature in 18–20; rights 26, 168
trim 447
turnover 447
Twitter 124, 177, 229; business use 242–243; case studies 239, 243–248, 251; children and 376; marketing 211, 212, 220, 221, 242–248; self-publishing 210; see also hashtags
type area 447
typeface 447
typescript 447
typo 447
Unilever 17
universities: collective licensing 27; distance learning 59–60; publishing house see Ooligan Press; sales teams’ visits 41, 43; see also academic librarians; academic titles; academics; book publishing courses; HE (higher education); students
unjustified type 447
Unwin, Sir Stanley 3
upper/lower case 447
user-generated content 448
USP (Unique Selling Proposition) 322–324
VAT (value added tax) 68
verso 448
visual 448
Walker, Sebastian 369
Walliams, David 370
Walters, Gary 307
Watt, Jane 248
Webb, Kaye 369
websites 99–98, 125, 215–219, 448; analytics 219, 221; authors and 288; case study 220–221; catalogues 103; children’s books 373, 376; design/designers 221, 344; educational publishers 407; search engine optimisation 94–95, 219; URL 447
weight of paper 448
Weir, Caroline and Robin 165
Weldon, Fay 340
WIIFM? (What’s In It For Me?) 324
wiki 448
Wilson, Bee 166
World Book Day 377
Writers’ and Artists’ Yearbook, The 313, 314, 362–363
Wurmser, Yory 172