8:30 - 10:00 AM
5A. Using Technology to E-ffectively Market and Sell Your Books
Using the Internet is a necessity for successful publishing. However, you do not have to be a software programmer or spend thousands of dollars to use technology to effectively market, promote, or sell your books using the Internet. This session explores ways to use the latest technology to compete in a challenging marketplace. Learn how to use the Internet, email, and eCommerce to market and sell your books-regardless of your budget.
Speakers: Lisa Pelto, Concierge Marketing, Inc.; B.L. Ochman, www.whatsnextonline.com; Russell Reich, RCR Creative Press
5B. Telling Whoppers: Branding the Book and Author for Better Sales and PR
With branding as the guiding principle, learn how to take your manuscript through all the processes to a finished book. This hands-on workshop outlines how to create the most successful strategies for sales, publicity and promotion. For authors and publishers of fiction and non-fiction, this seminar shows you how to create a unique product and then articulate that brand, publicize it and promote it for maximum sales.
Speakers: Jo-Ann Power, Power Promotions; Ellen Reid, Ellen Reid's Book Shepherding; Robert Rosenwald, Poisoned Pen Press
5C. Pre-sell to Pay for Your Print Run
Can you pre-sell enough books to pay for your entire print run? Of course you can! Start by making connections with associations, clubs, non-profit organizations, businesses, and even your authors. You can pre-sell enough books to break even before your titles make it off press. Before investing thousands on your next print run, add another category to your marketing agenda: pre-selling. This course will show you the ropes.
Speakers: Kat Shehata, Angel Bea Publishing; Antoinette Kuritz, STRATEGIES Public Relations; Kent Sturgis, Epicenter Press
5D. Distributors and Commissioned Sales Reps: What They Can Teach You About Selling Books
You have produced a great book, selected a distributor and are working on publicity, author events and special sales. Now, how do you make all that pay off? Learn how to work with your distributor on providing information for sales reps. Learn from sales reps how they utilize information like book club and special sales, reviews, and backlist performance about titles with the buyers they call on. Discover how to make your book stand out among the many titles your distributor carries.
Speakers: Carla Ruff, Consultant; Marianne Bohr, National Book Network; Jim Nichols, Nationals Sales Manager Consortium Book Sales and Distribution
5E. Marketing Fiction
Many traditional nonfiction marketing strategies don't apply to creative works. In this session, you will hear from authors and publishers who have successfully marketed fiction. Learn to decide how closely to stick with the format of an established genre; how to build a target market into your work and reach that market. Starting locally and building first to a regional then national audience, you'll learn how to take advantage of unexpected opportunities and maybe look forward to the call from a major publisher.
Speakers: Cynthia Frank, Cypress House; Nancy Ellis, Nancy Ellis Literary Agency, Inc.; Joshua Ortega, Frequencies
5F. Building A Five-Year Business Plan: How to Design A Successful Model for Your Publishing Company
As the saying goes, "The road to hell is paved with good intentions." This intense 90- minute seminar transforms intentions into actions by formulating a successful business model. No matter where you are in your publishing business, this program will deliver a toolbox to take you to the next level. Handouts will guide you step-by-step long after the 90-minute session is complete.
Speakers: Timothy Knight, Newsday; Bruce Harris, former CEO of Workman, Founder of Harmony Books
5G. One-Book Wonders: How You Can Get National Publicity
Imagine the unimaginable: Your newest book has hit the NY Times Best Seller List! You're a guest on Oprah and she tells her viewers it's a "must read"! Ingram wants 30,000 copies now (but pays in 90 days)! How do you handle the business impact and jolt to personal life that comes with a one-hit wonder? Our panelists will share their first-hand experiences and offer suggestions to help you organize, prepare, prioritize, and make profitable decisions to turn your "one-hit wonder" into a "lasting dream come true."
Speakers: Marisa D'Vari, Career Press; Carl Sams, Sams Photography; Dan Poynter, Para Publishing
5H. Selling Christian Books Inside AND Outside Christian Bookstores
Christian titles find a huge market in the secular stores, Christian stores in churches, and other ministries outside the stores. Learn from professionals, the differences in distribution and promotion into this arena. Learn when your book is a "crossover title:" from the Christian to secular stores. Discover new names in wholesalers and media for Christian titles. Understand the differences in trade shows and who they reach. Discover key opportunities to distribute direct to consumers through churches and ministries.
Speakers: Sharon Castlen, Integrated Book Marketing; Dave Troutman, FaithWorks; Dale Smith, Golden Anchor Press
10:15 - 11:45 AM
6A. Finding your Niche through Online Marketing
How can you use the power of online marketing to reach specialized audiences? This session explores the use of both "push" and "pull" strategies that help you attract an audience and keep them coming back. Learn about research techniques; metadata creation and dissemination; email marketing and online newsletters; marketing to specialized websites, listservs, and bloggers; the power of viral marketing; and evaluating your success.
Speakers: Peter Bowerman, Author, The Well-Fed Writer; Michael Jensen, National Academy Press; Dan Poynter, Para Publishing
6B. Creating a Book Hook!
Whether fiction or nonfiction, everyone has a "hook" and we'll help you find it and make your book shine! Without a hook your book will sink. So what's a hook? A hook is something you hang your star on, something that can get you published, get you into the media and onto the bookstore shelves. Whatever stage you are at, whether you are just crafting your story, selling your book to a publisher or trying to get on TV, a hook is a must! We'll show you how to find the hook behind your book and how to maximize the angle.
Speakers: Jennifer Thompson, Author Marketing Experts; Penny C. Sansevieri, Author Marketing Experts; Marisa D'Vari, Publicist; Gabrielle Gayagoy, SHAPE Magazine
6C. If I Could Do It All Over Again: Ten Mistakes To Avoid When Marketing Your Book
Don't let the endless hours you've spent writing your book go down the drain because you have overlooked one or more basic marketing principles. In this session, you'll learn the most common mistakes authors and publishers make when marketing their books. We will present real-life examples of mistakes made, and how they can be easily avoided. Don't miss this powerful session-your book's success depends upon it!
Speakers: Jay Lipe, Emerge Marketing; Judy Geary, High Country Publishers
6D. How to Sell More Books y Slicing and Dicing the Manuscript
What if people love the topic of your book but they don't like to read? They can still be your customers! Sell them wall calendars, coffee mugs, board games, CDs and tapes, DVDs, posters, teleclasses, an e-course, mouse pads, calendars, T-shirts and more - all based on your book. Create these products from your own company budget or license specific rights to vendors who do all the work. Our savvy marketers will show you how to take the printed word and turn it into many other products that go "ka-ching, ka-ching!"
Speakers: Joan Stewart, The Publicity Hound; Susan Driscoll, iUniverse, Inc.; Penny C. Sansevieri, Author Marketing Experts
6E. Building Your Business: Acquisition Strategies for Any Size Publisher
If you have wanted to grow your company but been leery of the acquisition process, you won't want to miss this informative, interactive session. You'll learn the basic process of acquisition from concept to contract and how to qualify a project (and author) to maximize potential for success. You'll learn the stats behind royalties, advances, and the tactics independents can use to acquire great projects without a huge cash outlay.
Speakers: Bruce Harris, former CEO of Workman, Founder of Harmony Books; Sharlene Martin, Martin Literary Management; Paula Munier, Adams Media
6F. Fundamentals of Publishing Law & Update: What Every Publisher Needs to Know
A comprehensive overview of legal issues that arise in publishing law, ranging from basic concepts to the latest developments in copyright, trademark, defamation, rights of privacy and publicity, digital rights, contracts and licensing, and international publishing transactions.
Speaker: Jonathan Kirsch, Attorney at Law, General Counsel for PMA, and author of Kirsch's Handbook of Publishing Law
6G. Getting Your Author to Think Like A Publisher
Most first-time authors believe that once their book is published, it will fly off bookstore shelves. They don't understand the publishing industry, how and where books get sold, their book's position in a competitive marketplace, how the public learns about a book, or how purchases are made. Most importantly, they don't realize that their own marketing efforts are central to the success of the book. This workshop focuses on how to enroll your authors in the development of a marketing plan as well as the importance of their ongoing commitment to the book after it is part of your backlist.
Speakers: Rod Colvin, Addicus Books; David Cole, Bay Tree Publishing
6H. Push-Pull Marketing: Ten Ways to Increase Bookstore Placement and Sell-Through
Bookstores are vital to sales. What are the keys to getting your book into the stores? How do you create a demand so customers buy and returns are limited. Learn from industry professionals the strategies, timing and tips to generating more sales and less returns from bookstores. Discover how to keep your books in front of the buyers; the strategy for alerting bookstores about promotion; the importance of planning ahead and timing to make each piece of advertising and promotion work cost-effectively for increased sales.
Speakers: Cynthia Frank: Cypress House; Sharon Castlen, Integrated Book Marketing
2:00 - 3:30 PM
7A. How to Find and Work With a Distributor
Here's a course that offers low risk and high return. Effective distribution is critical to strong sales in the bookstores, libraries and beyond. Get straight answers to these questions from leading small press distributors: Which distributor is best for your publishing company? Why are long lead times required to get books into their computer system? Why does it take so long to get paid? What can distributors do for me that I can't do myself? You'll walk out of this program knowing the value of having a distributor, how to get set up with them and what information they need from you. Attend this course and make your future partnership a success.
Speakers: Rebecca Austin-Partners Publishers Group; Eric Kampmann, Midpoint Trade Books; Davida Breier, Biblio Distribution, Curt Matthews, IPG
7B. Get National Media Attention Through The Power of Publicity
"I see your book everywhere." That's the phrase all authors and publishers want to hear. Learn the many avenues of publicity to get your book everywhere. Become the person that newspapers, magazines and the broadcast media turn to for your topic. Our speakers will show you: how to get interviewed by national magazines, radio and television; how to get your articles published; how to write a press release; how to develop a unique "hook" to interest the media; and how to avoid mistakes authors make when trying to get publicity.
Speakers: Pam Lontos, PR/PR; Will Weisser, Penguin Publishing
7C. The Four Elements of Successful Book Marketing: The Press Kit, the Marketing Plan, Distribution, and Media Training
Success for a book takes more than a great topic and great writing. Without PR and marketing, the best book in the world will go unnoticed. PR gets the word out about the book and author; marketing sells the book; specialty marketing takes advantage of all the markets outside of the bookstores; media training prepares the author for the all-important interviews; and distribution supports all efforts. Learn how to maximize your PR, marketing, and media efforts to achieve the success of both book and author.
Speakers: Joel Roberts, Joel D. Roberts & Associates; Antoinette Kuritz, Strategies; Brian Jud, Book Marketing Works; Robert Goodman, Silvercat Publications
7D. Selling to the Senior Market
Seniors represent a trillion dollar market. They are avid readers with lots of time and money to spend on reading material, more so than any other age group. These panelists are all successful in selling to seniors and will share their many unique and unconventional marketing ideas. If your book is of interest to the older generation, don't miss this session.
Speakers: Bette Filley, Dunamis House; Howard Stone, 2Young2Retire; Dr. Linda Rhodes, former Secretary of Aging for the Commonwealth of Pennsylvania, Joanne Fritz, American Dream Publishing: Second 50 Years
7E. Book Tune-Up Clinic
If your strong suit is not editorial, do you have access to editors who can improve structure, clarity, and tone? Are you convinced that hiring a professional cover designer, and not your cousin, is the way to go? Before signing up a book, do you factor in how much promotion your author is willing to do? How does this book compare with the competition -in manuscript, title, and marketing materials? Come to this session prepared to fill in your ideal checklist of important initiatives to take before signing and partnering with potential authors.
Speakers: Maggie Lichtenberg, Business & Publishing Coach; Shannon Bodie, Lightbourne; Rod Colvin, Addicus Books; Deborah Werksman, Sourcebooks, Inc.
7F. Staying Small, Staying Profitable
You've heard the saying, "Good things come in small packages." But bigger is not always better and that's what the publishers Bright Ring Publishing and Kymzinn, Inc. have proven through their commitment to staying small and staying profitable. If you're wondering if you should build a huge warehouse next week complete with a fleet of delivery trucks, listen to Willie Ripple and Kymberli Brady discuss why they prefer to be their only employees and how they make the numbers work by farming out everything from graphics to distribution. Ah...the easy life, or is it? Find out if staying small is for you.
Speakers: Wilhelminia Ripple, Oakbrook Publishing House; Kymberli Brady, Kymzinn, Inc.
7G. How to Choose and Work with a Printer and Remain a Happy Person
Print-on-demand (POD) has been around since the days of Ben Franklin. The publisher "demands" and the printer "prints". What has changed over the years is the manufacturing process, delivery times and the print quantity publishers need to achieve profitability. This seminar will examine all current methods of book manufacturing, including short run digital and offset as well as longer run sheet fed and web offset. Strengths and weaknesses of each process will be discussed. Don't be fooled by all the new industry buzz words and catchy phrases. Book manufacturing is still what it always has been... a matter of quantity and quality.
Speakers: Mike Vezo, Westcom Associates; Ron Pramschufer, RJ Communications; Mary Ann Casler, New World Library; Hal Belmont, Overseas Printing Corporation
7H. Marketing Your Book(s) Without Breaking the Bank
In this course for authors, and independent publishers, the panel will provide "how-to" details on proven strategies for marketing on a shoestring budget. Learn what works, what doesn't and how an investment of time can pay dividends equal to an investment of cash. Bring your marketing questions for the Q&A session. Attendees will receive a handout with "50 low-cost marketing ideas."
Speakers: Mary Theobald, Ad Lib Books; Julie Henry, Ad Lib Books; David Hanson; Kat Shehata, Angel Bea Publishing
3:45 - 5:15 PM
8A. How to Turn Your Ezine into a Cash Machine
If you're publishing an electronic newsletter but you're not making money from it, this is a must-attend program. You'll learn how to turn your ezine into a cash machine that sells your books, speaking engagements and consulting services. Learn how to define a niche, start a newsletter, find subscribers, create compelling content, and use the "soft sell" approach that encourages readers to buy, buy, buy. Includes tips on how to bypass the spam filters, manage your list, and improve your click-through rate. You'll also hear the pros and cons of text vs. HTML.
Speakers: Steve O'Keefe, Patron Saint Productions; Marcia Yudkin, Creative Ways
8B. How to Select and Work with PR Practitioners
Discover the proven secrets to selecting the best publicity professional for YOUR publishing company. Publishers and freelancers discuss the types of public relations practitioners, how to match a product to a publicist, when to hire a freelancer versus an agency, how to use media bookings from your publicist to leverage book sales, and tips for constructing a win-win relationship with a publicist. Using recent projects as case studies, the panel will teach how to find, negotiate with, and manage a publicist.
Speakers: Kate Bandos, KSB Promotions; Michele Buc, independent marketing/public relations freelancer
8C. Legal Issues Every Publisher Must Know
Contracts are intended to protect the rights and specify the duties of the parties. When the parties fail to understand the implications of specific contract clauses they may inadvertently become entangled in unnecessary legal problems. This program will discuss the following "Five Legal Issues Every Publisher Must Know" about publishing contracts: (1) What are the implications of a publisher not having a written contract with an author or freelancer? (2) What must the publisher do if the author delivers an unsatisfactory manuscript? (3) What happens if the author and publisher are sued for copyright infringement? (4) Where does the publisher draw the line between obtaining permissions or relying on the fair use doctrine? (5) How can boilerplate clauses-such as assignment and dispute resolution-create unnecessary difficulties for the publisher?
Speaker: Lloyd Rich, Attorney-At-Law
8D. Regional Marketing: Fertilizing your Own Backyard
You don't have to go far outside your own front door to sell a lot of books. Find out how to saturate your own city before spending lots of dough traveling hither and yon. Some of the creative ideas include: leaving a trail of flyers, talking to groups, visiting book stores, importance of local radio, schools or regional contests, and also donating your books. Learn to use author quirks or peccadilloes, perhaps slant your titles or piggyback corporate promotional programs. Attend this session to develop a relationship web between your book and the regional market and to take it to the next geographical sales level after you have sold to family, friends and everyone in your hometown.
Speakers: Stan Posner and Sandra Phillips, Smart Shopping Montreal; Margaret E. J. Broderick, Passion Power Press Inc.; Irene Smalls, Smalls and Associates
8E. Charting the Production Management Course of Your Book: Full Sail Ahead without Running Aground
Enjoy this hands-on, practical seminar on tracking your book's course from "brainchild" to "bestseller." How long does it really take to get a good manuscript ready for production? What about indexing, page design, cover design and illustrations? Do you need galleys? How to control typesetting costs and turnarounds? When should you be concerned about the publisher's alphabet soup: ISBN, CIP, LCCN, BIP. How do you obtain and compare printing quotes? How do you determine price? Real life horror and successes stories will ensure a lively interaction between our expert panelists and the audience.
Speakers: Adrianne Ford, Unity; Melinda Grubbauer, DeVorss Publications
8F. Essential Software Systems: What You Need to Build Your Publishing Company
Publishing is a detail-driven business. From accounting to inventory to scheduling to selling and publicity, how do you track and manage the key pieces of your business? What are some of the systems that other publishers have used to make their work time more productive and easier? This course focuses on the five key pieces of software you must have to build your publishing company and be successful.
Speakers: Dominique Raccah, Sourcebooks; Howard Fisher, The Fisher Company
8G. Romancing the Media: Wooing & Winning their Hearts & Minds
The world of publicity is similar to the world of love: It's about relationships, communication and creative wooing. Learn how to prepare yourself (and books and materials) for the courtship process; learn wooing (pitching) techniques; learn how to be a great partner (great interview); and learn how to create a mutually beneficial long-term relationship. Specific tactics and strategies will be examined and explained . . . everything from classic to guerrilla techniques will be discussed. You'll leave this session with practical tips as well as a new mindset for thinking about book publicity. Learn how to combine your time, money and creativity most effectively.
Speakers: Greg Godek, BestSeller Management; Antoinette Kuritz, STRATEGIES Public Relations
8H. Marketing a Title from Beginning to End
Finally a complete plan to transform your book ideas into blockbuster sellers. This workshop will help you develop and position marketing gems in your book content and design. You'll discover how to position your book with press releases, printed collateral material, Internet publicity, book signings and much more. Learn how savvy authors and independent publishers develop highly targeted marketing programs to create long-term winners.
Speakers: Penny Sansevieri, aMarketingExpert.com; Susan Driscoll, iUniverse; Melanie Rigney, formerly with Ad Age and Writers Digest; Eric Gelb, Publishing Gold.com
At the Publishers Marketing Association University 2005, attendees will have the opportunity to learn from industry experts and gain valuable insights into marketing and selling books. With sessions covering a wide range of topics, from utilizing technology for effective marketing to working with distributors and commission sales reps, this event is a must-attend for publishers and authors alike. Whether you are just starting out or looking to grow your publishing company, the PMA University 2005 offers a wealth of knowledge and resources to help you succeed.