By David Cole

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Extra resources for The complete guide to book marketing

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At the same time, they have seen returns skyrocket, but the principle stating that a returned book must be in resalable condition to receive credit, while still written in a publisher’s terms of sale, has become increasingly difficult if not impossible to enforce. Those who depend on bookstores for the major portion of their sales, therefore, need a higher sales volume to make a book profitable. They also must squeeze more marketing push out of their tighter budgets because of the more competitive marketplace.

John Wiley & Sons demonstrated its enthusiasm for this strategy by buying IDG. Interestingly enough, IDG’s success in branding with their For Dummies books runs counter to most “branding” in book publishing, which usually tries to extend the image of a niche publisher to a related line. Having launched their For Dummies series with computer titles, the original core subject matter of the company, the company aggressively used the look and name of the series to create simple introductory materials on a whole variety of subjects.

While every sales projection is subject to error, you can do these computations without using calculus. Even publishers that target several major markets and utilize a range of marketing vehicles must ask and answer questions that involve the relative costs of different programs and their expectations of success. The key here—and the reason it is so important to create a formal marketing plan—is to take the time to consider your options and commitment when you make the decision to publish a book.

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