Introduction
Gorgias Press is a scholarly publisher located in Piscataway, NJ, that has achieved incredible success since its establishment in 2001. Founded by Christine Altinis-Kiraz and her husband George Kiraz, Gorgias Press specializes in publishing books on topics such as Arabic, Islamic, Jewish, and Syriac studies, archaeology, the Near East, the Middle East, classics, history, and religion. This article explores the journey of Gorgias Press and how they built a successful publishing business.
The Birth of Gorgias Press
Christine and George Kiraz, both possessing a deep passion for obscure languages, decided to pursue their dream of publishing books on these subjects. With George's severance check, they wasted no time in starting Gorgias Press. They chose the name Gorgias because it symbolized the blending of classics and George's own identity. With commitments from renowned scholars for two manuscripts, Gorgias had a promising start.
Creating an Instant Backlist
To quickly build a catalog, George opted for reprints. He selected a dozen titles from his collection of antique books and secured the reprint rights. This instant backlist allowed Gorgias to establish an online presence through a website and marketing via email. With the aid of email and print-on-demand technology, Gorgias began receiving orders within hours of sending out email announcements.
Advantages of Email and Print-on-Demand
Email marketing provided Gorgias with a cost-effective way to reach potential customers. The ability to reach a wide audience without the need for traditional printing and mailing expenses was a game-changer for the startup. Additionally, print-on-demand technology allowed Gorgias to build a backlist quickly and publish highly specialized titles that other publishers might have rejected due to their niche appeal.
Special Pricing and Promotion
Gorgias initially priced their books very low to attract a wide range of readers. However, they later realized the need to increase prices in order to cover overhead costs. Despite price adjustments, Gorgias managed to retain loyal customers and saw an increase in library sales. The company implemented innovative promotional campaigns, including lottery-style sales and limited-time discounts, to keep customers engaged and interested in their offerings.
Challenges and Surprises
Like any startup, Gorgias faced difficulties along the way. Acquiring physical copies of books for reprinting proved to be a challenge, but the company managed to overcome these obstacles through resourcefulness and perseverance. Surprisingly, the release of Mel Gibson's film "The Passion of the Christ" created awareness for Syriac, leading to unexpected sales and a shift in Gorgias' focus towards Syriac studies.
Gorgias' Family Affair
In the early years, the Kirazes handled all aspects of the business themselves. George took on acquisitions, IT, and production, while Christine managed sales and marketing. They developed their own software infrastructure, called FolioFlow, to handle various aspects of the publishing process. Gorgias Press became a true family affair, with their daughter Tabetha accompanying them to conferences and attracting customers with her friendly presence.
Conclusion
Gorgias Press is a remarkable success story, built upon the passion, determination, and ingenuity of Christine and George Kiraz. By embracing technology, utilizing email marketing, and adopting print-on-demand, they were able to establish a thriving publishing business that specializes in niche scholarly topics. Gorgias Press continues to expand its catalog, provide digitization services, and make a significant impact in the world of academic publishing.
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