Article Author - "Carlson, Linda"


Independent Articles
Linda Carlson, February 2016
Making Sense of MARC Records »

PUBLISHED FEBRUARY 2016 by Linda Carlson, IBPA Independent staff reporter Here is a crash course on Machine-Readable Cataloging records—and why they matter What are MARC records? How important are they in making sales to libraries? How can they be acquired? These are the questions posed by IBPA member Tordis Isselhardt, publisher at Vermont-based Images from …

Linda Carlson, January 2016
The Allure of Niche Markets »

PUBLISHED JANUARY 2016 by Linda Carlson, IBPA Independent staff reporter Exploring the Perks of Targeting Specific Subsegments Many of us publish titles that are of general interest. They’re the books that can be expected to have a broad audience, and they often sell well in neighborhood bookstores and chain booksellers. Other titles are written for …

Linda Carlson, December 2015
Getting the Best from BookScan »

PUBLISHED DECEMBER 2015 by Lynn Rosen, IBPA Independent contributing editor IBPA MEMBERS: Don’t forget to check out your exclusive member benefit with Nielsen BookScan and Nielsen PubTrack Digital. Thank you for your membership! For many publishers of print books, bookstore sales are important, and Nielsen BookScan is the tracking service that reports on such sales—which …

Linda Carlson, November 2015
Coping with No-show Authors »

PUBLISHED NOVEMBER 2015 by Linda Carlson, IBPA Independent staff reporter Fires, floods, spines that come unglued, and computer failures: That’s how most publishers define “crisis.” Last month, in “Coping with Crises,” publishers shared their contingency plans and emergency procedures for times when offices become inaccessible without warning and times when key managers become incapacitated or …

Linda Carlson, October 2015
Coping with Crises »

PUBLISHED OCTOBER 2015 by Linda Carlson, IBPA Independent staff reporter Contingency plans and emergency procedures are never top priority when publishing companies are established, but preparing for disasters is important whether you’re a one-title self-publisher or a leader of an established press with dozens of new titles each season. Among the crises that can strike …

Linda Carlson, September 2015
Marketing Whatever You Have to Market, Part 3: Promotion Opportunities and Issues »

PUBLISHED SEPTEMBER 2015 by Linda Carlson, IBPA Independent staff reporter This is the final installment in the series of articles using the “four Ps” framework—product, price, place, and promotion—to explore ways publishers can get the word out about their products and services, and ways to consummate sales. And it is the third installment about the …

Linda Carlson, August 2015
Marketing Whatever You Have to Market: Promotion Opportunities and Issues, Part 2 »

PUBLISHED AUGUST 2015 by Linda Carlson, IBPA Independent staff reporter This is the fifth in the series of articles using the “four Ps” framework—product, price, place, and promotion—to explore ways publishers can get the word out about their products or services, and ways to consummate sales. Coverage of the last P, promotion, which began in …

Linda Carlson, July 2015
Marketing Whatever You Have to Market: Promotion Opportunities and Issues, Part 1 »

PUBLISHED JULY 2015 by Linda Carlson, IBPA Independent staff reporter Product, price, place (sales channels), and promotion are the “four Ps” that business school professors introduced as the “marketing mix” almost a century ago; they provide a means of structuring the way we think about developing products, announcing a product or service to appropriate prospects, …

Linda Carlson, June 2015
Marketing Whatever You Have to Market: Place Opportunities and Issues »

PUBLISHED JUNE 2015 by Linda Carlson, Author This is the third in a series of articles designed to help you brainstorm marketing strategies in the context of the basic “four Ps” of marketing traditionally outlined in business schools. The series started by dealing with Product and the need to focus both on the benefits of …

Linda Carlson, May 2015
Fueling Success: What Makes Octane Press Prosper »

PUBLISHED MAY 2015 by Linda Carlson, IBPA Independent staff reporter “Create quality books” and “Sell outside bookstores” may sound familiar, but those time-tested tactics are what spell success for Octane Press. And publisher Lee Klancher has proved that you can do both those things with titles about tractors—and taxi drivers, and motorcycles. Klancher had years of …

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