Article Category - "Marketing"


Independent Articles
Linda Carlson, August 2011
QR Codes: Reports from Early Adopters »

Linda Carlson writes for IBPA’s Independent magazine from Seattle, Washington. She can be reached at linda@ibpa-online.org. If you carry a smartphone or an Android, you probably know all about QR codes. If not, you may only have noticed the squares patterned in black and white on product tags, in magazines and catalogs, and on a …

Bob Schatz, July 2009
Marketing to Libraries »

      Marketing to Libraries by Bob Schatz Marketing to libraries can be a challenge for independent publishers. For starters, many make the mistake of believing there is a single library market. That is not the case. Public libraries evaluate books differently than academic libraries. Furthermore, large public libraries behave differently than small public …

Glenn Dickinson, April 2008
Three Legal Hazards to Avoid on the Web »

Glenn Dickinson is an intellectual property attorney with LightGabler LLP. He specializes in intellectual property, trademark, copyright, and Internet law. According to U.S. Commerce Department statistics, Internet retail sales amounted to $34.7 billion in the third quarter of 2007, an increase of 27 percent from the third quarter of 2006. This surge might lead the …

Craig Huey, December 1996
20 Special Insights Into Direct Marketing to the Mature Market »

The mature market, which I define as people over the age of 55, is so large that it can no longer be categorized as a niche market. This is an enormous group–the fastest-growing group of potential customers in the world. And they have incredible buying power. Because seniors prefer to be regarded as individuals, direct …

Jeffrey Dobkin, December 1996
How to Create a Winning Direct Mail Package »

PUBLISHED DECEMBER 1996 by Jeffrey Dobkin, author, How to Market a Product for Under $500! The secret of not losing your shirt in a direct mail campaign is to run a test. This is the beauty of direct mail–you never, ever need to lose big money. You can test the response to any package you …

Curt Matthews, IPG/Chicago Review Press, December 1996
What’s In a Niche? »

PUBLISHED DECEMBER 1996 by Curt Matthews, IPG/Chicago Review Press Of course we all know now that as independent publishers we should exploit niches and practice niche marketing of our books. But what exactly is a niche, and how can you tell a good niche from a bad one? A useful place to start is with a …

Judith Appelbaum and Florence Janovic, Sensible So, November 1996
A Low-Cost System for Marketing Novels Is Not a Work of Fiction »

PUBLISHED NOVEMBER 1996 by Judith Appelbaum and Florence Janovic, Sensible Solutions The very same people who know that target marketing works for nonfiction are often surprised when we report that it works for fiction too. “How do you identify the people likely to be interested in a novel?” they always ask, and “How do you …

Nancy Field, Dog-Eared Publications, November 1996
Finding and Expanding Your Niche When Traveling »

PUBLISHED NOVEMBER 1996 by Nancy Field, Dog-Eared Publications Reprinted from the Aug. – Sept. 1996 MAPA (Mid-America Publishers Association) newsletter. Traveling becomes even more interesting and fun when you find business opportunities along the way. It is possible to create some contacts before leaving on a trip, however unexpected opportunities make it even more fun. …

Robert C. Brenner, MSEE, MSSM, October 1996
Guerrilla Marketing »

PUBLISHED OCTOBER 1996 by Robert C. Brenner, President, Brenner Microcomputing, Inc. Claire sat back with a determined smile. This month is the anniversary of her business and time to update her business plan. She will evaluate both her strategic plan and tactical plan. Marketing will be a major part of her focus. She has already …

Betsy Lampe, November 1995
The Sales Flyer: A Checklist »

PUBLISHED NOVEMBER 1995 by Betsy Lampe, Florida Publishers Association A sales flyer must speak for your book, especially when the person reading the flyer does not have the book in hand, which is the case when a book is displayed at a trade show. Look into using a good graphic design company to put your …

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