1. Independent publishers are achieving success in niche subject areas not explored by major publishers. Sales data from Baker & Taylor shows independent publishers outperforming traditional publishers in categories like family relationships and health/fitness.
2. The top-selling titles from independent publishers target niche audiences through unique subjects like Scala programming, urban fiction, death metal music, and sexual instruction. Successful titles are often first to market in their niche.
3. To compete, independent publishers must be first, different, or visible in their niche. Traditional publishers can learn from their nimbleness in finding expert authors and underserved genres and audiences. Focusing on niche subjects and
7. PUBLISHER GROUPS
• New Publishers
• 191 new publishers registered, with titl i 40 of 52 t
bli h i t d ith titles in f top-level BISAC subject areas.
l l bj t
• 548 titles listed (includes some backlist)
• On average, 123 units sold per title
• T diti
Traditional P bli h
l Publishers
• Included all publishers, both trade and academic, in the 40 top-level BISACs
• 311,976 titles listed (all published between 9/1/08-4/30/10)
• O average, 157 units sold per title.
On i ld il
Interesting Comparisons
• In both groups, exactly 15.7% of titles released were adult fiction. However, new publishers
released many more juvenile fiction titles than traditional publishers did (28% vs. 8%)
• In both groups, the distribution of titles across formats was identical: 4% CD/spoken word; 28%
cloth, and 68% paper.
p p
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8. New Publisher
Subject Area Study
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9. SUBJECT AREAS FAVORED BY NEW PUBLISHERS
In these subject areas, new publisher output exceeded that of traditional publishers by
more than double in percentage terms
terms.
Body, Mind & Spirit Juvenile Fiction
Family R l ti
F il & Relationships
hi Poetry
P t
Foreign Language Study Self-Help
Health & Fitness
Within Family & Relationships and Health & Fitness, the new publishers achieved
high average unit sales per title (within 20% of traditional publishers in the same
a erage nit ( ithin p blishers
categories). This warrants a closer look at the titles they published.
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10. FAMILY & RELATIONSHIPS TITLES
Top Five Family & Relationships Titles from New Publishers (Sales through 6/7/10)
Is It You, Me, or Adult A.D.D.? A Regular Guy: Growing Up
Published by 1201 Alarm Press With Autism
948 units sold since 2/24/09 Published by Landscape Press
414 units sold since 7/7/08
The Pro-Child Way:
Parenting with an Ex
Published by Untapped
Talent
First the Broccoli Then
229 units sold since
the Ice Cream 1/10/10
Published by Two Fish, Inc.
456 units sold since 4/15/10
You Can Call Me Hoppa!
Published by Lauren Charpio
233 units sold since 8/5/08
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11. HEALTH AND FITNESS TITLES
Top Five Health & Fitness Titles from New Publishers (Sales through 6/7/10)
Eat for Health
Published by Nutritional
Excellence Sleep Interrupted
2,498 units sold since Published by Jodev Press
2/18/09
297 units sold since 9/23/08
Raw Inspiration
Published by Martin Pearl
Beat Crohn’s! 249 units sold since
8/13/09
Published by
Solutions
99 Practical Ways to Save on
1,027 units sold
Prescription Drugs
since 6/15/09
Published by Villa One Group
149 units sold since 7/1/09
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12. New Publisher
Top-Selling Titles
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13. TOP-SELLING NEW PUBLISHER TITLES (Sales through 6/7/10)
#2 Trust No #3 Eat for
#1 Programming in Health
Scala Man
Nutritional
Wahida Clark
Artima Inc. Excellence
Presents
7,211 units sold since 2,498 units sold
4,163 units sold
1/19/09 since 2/18/09
since 4/1/09
#4 Estate #5 Thirsty #6 E i
Essie #7 Ki d
Kingdom
Planning Smarts Mindfulness of Simplicity
Wahida Clark
Publishing Skywriter Books
DJ Working Unlimited Presents
1,032 units sold 986 units sold
2,145 units sold since 1,519 units sold
since 6/25/09 since 6/24/09
12/22/09 since 4/29/09
#8 Is It You, Me, or #9 Swedish #10 Oral Sex Is
Adult ADD? Death Metal the New
1201 Alarm Press Bazillion Points Goodnight Kiss
948 units sold since 710 units sold since Bollywood Filmed
2/24/09 12/26/08 Entertainment
630 units sold since
9/15/09
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14. TOP-SELLING NEW PUBLISHER TITLES:
BACKGROUND
Simply, this was the first book available on Scala #1 Programming in
p g
programming. Others followed from traditional
g Scala
publishers in June, July, August, and October of Artima Inc.
2009, but they did not do nearly as well as the first
7,211 units sold since
out of the gate.
1/19/09
#2 Trust No
Man
Wahida Clark Trust No Man was assigned the BISAC of
Presents Fiction/African American/General, and Thi t was
Fi ti /Af i A i /G l d Thirsty
4,163 units sold assigned Fiction/Urban Life. From 9/1/08 to 6/7/10,
since 4/1/09 only 332 books have been published in English
overall in these two categories (most by independent
#5 Thirsty
y p
publishers). Kensington is strong in this g
) g g genre, but
Wahida Clark entries from large trade houses were scant.
Presents
1,519 units sold
since 4/29/09
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15. TOP-SELLING NEW PUBLISHER TITLES:
BACKGROUND
There is a dearth of titles on heavy metal music: #9 Swedish Death
since 9/1/08, only 30 have been published. The top
, y p p Metal
two sellers as of 7/19/10, Radio Silence and Bazillion Points
Swedish Death Metal, are from new publishers.
710 units sold since
12/26/08
#10 Oral Sex Is the
New Goodnight This title was assigned the BISAC code of
Kiss Self Help/Sexual Instruction
Self-Help/Sexual Instruction. Since 9/1/08
9/1/08,
only 213 titles have appeared in this category
Bollywood Filmed (most from independent publishers). The #1
Entertainment seller in the category as of 7/19/10 is Joy of
Sex from Crown, and there are other
630 units sold since
traditional publishers i th t t
t diti l bli h in the top ten.
9/15/09
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16. TOP-SELLING NEW PUBLISHER TITLES:
BACKGROUND
The author of this title, Holly Payne, was #7 Kingdom
p
previously p
y published by major houses. The
y j of Simplicity
publicity for this title was extensive, and it is set in Skywriter Books
the recently popular locale of Amish Country 986 units sold
(Lancaster, PA). since 6/24/09
#6 Essie
Mindfulness This powerful memoir of Jewish resistance to
Publishing imprisonment b th N i i superbly marketed at
i i t by the Nazis is bl k t d t
1,032 units sold
essieshor.com. It is targeted to journalists and
since 6/25/09 teachers and makes the most of a tie-in with the
2008 major motion picture, Defiance.
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17. MARKETS FOR NEW PUBLISHERS (Sales through 6/7/10.)
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18. Lessons for New And
Traditional Publishers
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19. NEW PUBLISHER LESSONS
Conclusions for new publishers aiming to compete against traditional publishers.
1. Be first.
2. Be different.
And/or
3.
3 Be visible (cultivate readership).
readership)
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20. TRADITIONAL PUBLISHER LESSONS
What traditional publishers can learn from new publishers.
1. Stay nimble and locate expert authors quickly.
2. Be aware of emerging genres and topics that are
under served.
And/or
3. Watch the self-publishing arena for authors
with a demonstrated following.
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23. Under the Radar
$14.2 billion
1.25 million
2009 Titles: 764,448 vs. 288,355
764 448 vs 288 355
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24. Definition: a place or position suitable or appropriate for a person or thing (or book).
Success Factors
1. Subject: Choose wisely
2. Education: Learn continuously
3. Editorial: Create professionally
4. Marketing Strategy: Focus relentlessly
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26. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
Definition: a position particularly well
suited to the (book) that occupies it.
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27. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
“Niche-Mining”
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28. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
DJ Working Unlimited 1201Alarm Press
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29. 1. Subject: Choose wisely
•Know your subject matter
•See a need and fill it
See
•Analyze the competition
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30. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
2. Education: Learn continuously
• Business Basics
Industry
•Industry
•Formal: Books, trade journals, seminars
•Informal: Network support group
Informal: Network,
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31. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
3. Editorial: Create professionally
• Team of experts
•Industry standards
Industry
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32. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
4. Marketing Strategy: Focus relentlessly
• Marketing plan—Estate Planning Smarts
• Marketing plan Is it You Me or Adult
plan—Is You,
ADD?
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33. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
Marketing plan—Estate Planning Smarts
• Offline—mailings, trade shows, review
copies
• Online—articles, bloggers, Linked In,
Google
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34. Niche:
Definition: a place or position suitable or appropriate for a person or thing (or book).
Marketing plan—Is it You, Me or Adult ADD?
• Offline—speaking, endorsements, mailings
• O li
Online—support group, blogs, webinars,
t bl bi
Google
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35. Definition: a place or position suitable or appropriate for a person or thing (or book).
Success Factors
1. Subject: Choose wisely
2. Education: Learn continuously y
3. Editorial: Create professionally
4. Marketing Strategy: Focus relentlessly
g gy y
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36. Definition: a place or position suitable or appropriate for a person or thing (or book).
www.estateplanningsmarts.com www.1201AlarmPress.com
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