Article Author - "Carlson, Linda"

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Linda Carlson, December 2008
Niches Within Niches: Judson Press Serves Segments of the Christian Market »

      Niches Within Niches: Judson Press Serves Segments of the Christian Market by Linda Carlson Selling to a niche market has many advantages, Kim Shimer says, and this marketing director ought to know what she’s talking about, because she works for the oldest publishing company in IBPA, and probably the oldest U.S. publisher. …

Linda Carlson, December 2008
Using the Blue Ocean Strategy for Profitable Growth »

      Using the Blue Ocean Strategy for Profitable Growth by Linda Carlson How can publishers grow—and grow profitably? By focusing on people who don’t buy books: by creating what these people need but can’t currently get, or by making them want something that neither you nor your competitors are currently selling. That’s the …

Linda Carlson, November 2008
Outsourcing That Ties In with Growth »

      Outsourcing That Ties In with Growth by Linda Carlson Profit: that’s what businesses are all about. You get higher profit in one of three ways: you sell more at your current margin, you sell the same amount at a higher margin—or you do both. Doing both is, of course, ideal, but it’s …

Linda Carlson, October 2008
AdWords and Other Marketing Opportunities That Search Engines Offer »

      AdWords and Other Marketing Opportunities That Search Engines Offer by Linda Carlson For most publishers, an online presence is a key component in the marketing program. Besides developing a Web site of your own, and getting it visible on search engine listings, there are many other opportunities for online promotion. And, believe …

Linda Carlson, October 2008
Minding Its P’s and Partnerships: Davies-Black Is Market-Driven »

      Minding Its P’s and Partnerships: Davies-Black Is Market-Driven by Linda Carlson Like many market-driven companies, Davies-Black Publishing believes that the four P’s are one route to success. But the four P’s that this Mountain View, CA, publisher recommends aren’t the usual product, price, promotion, and place. Instead, Davies-Black believes in: Platform Precontract …

Linda Carlson, September 2008
Promotions That Pay Off »

      Promotions That Pay Off by Linda Carlson How do you get sales to go up when the economy is going down? IBPA members have dozens of ideas for publishers who are introducing new books or trying to increase sales momentum for backlist titles, especially as the holiday season nears. None of these …

Linda Carlson, August 2008
On the Road Again: North Country’s Formula for Success »

      On the Road Again: North Country’s Formula for Success by Linda Carlson The rest of us may be enjoying the last dog days of summer and musing about fall promotions, but in upstate New York, the men who run North Country Books are packing up their sample cases and preparing for a …

Linda Carlson, August 2008
How Well Do Downloadables Sell? »

      How Well Do Downloadables Sell? by Linda Carlson Downloadable publications: What are they? Do they make sense for your market? What technology is involved? Downloadable and e-book are terms that some publishers use interchangeably, so let’s start with definitions. For the purposes of this article, downloadable refers to book-related content that can …

Linda Carlson, July 2008
Basic Health Succeeds with Special Sales »

      Basic Health Succeeds with Special Sales by Linda Carlson Special sales are especially interesting to most publishers: what could be better than selling both backlist and new titles nonreturnable, in bulk, at least partly prepaid—and, as a bonus, reducing the printing cost per copy for your own inventory? “Talk to Norm Goldfind; …

Linda Carlson, July 2008
Digital Short Runs: What’s Great; What Can Be Trouble »

      Digital Short Runs: What’s Great; What Can Be Trouble by Linda Carlson What is digital printing? Does your business need it? And if it does, what advantages and disadvantages do you need to consider? “Really and Truly Print on Demand: The Pros and the Cons” (June) focused on the POD technology developed …

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