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Introducing PALA

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The Publishers Association of Los Angeles (PALA) is the newest PMA affiliate. With a three-pronged mission of education, networking, and resources, PALA is dedicated to meeting the needs of independent publishers of all sizes and genres from Santa Barbara through Orange County, California.

Since its inception in March 2003, PALA has held four general meetings. The first, held just before BookExpo America, welcomed Howard Fisher of The Fisher Company, who spoke on new challenges for Los Angeles publishers. Tom Woll of Cross River Publishing Consultants joined Howard in leading a discussion following the presentation. Just a few weeks later, PALA presented a follow-up to BEA. Members reported on presentations they had attended, such as the Barnes & Noble session for independent publishers, and discussed leveraging experiences at the trade show.

July’s meeting, which focused on working with freelancers and sharing local production and marketing resources, led to a lively and candid give-and-take discussion among our publisher, editor, and designer members. Topics covered included aspects of the relationships between authors, publishers, and editors, as well as contract, confidentiality, and bidding issues.

The September meeting covered a variety of distribution topics. The question-and-answer period included information for publishers that release five to ten titles per year through their distributors, and discussions of the best strategies to motivate sales reps and increase sales.

Our November meeting on e-marketing focused on using your Web site to sell books, buying keywords on search engines, using e-mail newsletters, and conducting non-spam e-mail marketing campaigns.

Please visit the PALA website (www.pa-la.org) for updated information about PALA and to sign up to receive future issues of the PALA newsletter. You will also find a membership application on the site.

For more information about our meetings or membership, please contact Susan Goland of EquiLibrium Press, PALA’s vice president and membership chair, at pala@equipress.com or 310/204-3290.

Sharon Goldinger, PALA’s program chair, has been an editorial and marketing consultant for more than 15 years. See www.detailsplease.com/peoplespeak for more information.

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