Introduction
Gorgias Press, a scholarly publisher based in Piscataway, NJ, has achieved remarkable success in a short period of time. Founded by Christine Altinis-Kiraz and George Kiraz, Gorgias Press specializes in publishing books on exotic languages and various academic disciplines. This article explores their journey from humble beginnings to becoming a prominent name in the publishing industry.
Building an Instant Backlist
When Gorgias Press started, they faced the challenge of having no publications to sell. George Kiraz, leveraging his extensive collection of antique books, selected a dozen titles for reprints, focusing on subjects like Arabic, Islamic, Jewish, and Syriac studies. This instant backlist enabled them to quickly establish a catalog and start generating sales.
The Power of Email and Print-On-Demand
Gorgias Press utilized email marketing, leveraging their contacts and renting email lists, to promote their books. This cost-effective approach helped them reach a wide audience without the expenses of traditional mailings. Additionally, the introduction of print-on-demand technology allowed Gorgias to publish titles that would have been deemed too specialized by traditional publishers, helping them build a diverse and niche-focused catalog.
Special Pricing and Promotion
Initially, Gorgias priced their books very low to attract a wide readership. However, they soon realized the need to adjust their pricing strategy to cover overhead costs. While increasing prices led to a minor decrease in retail sales, library sales compensated for it. Gorgias also implemented unique promotional campaigns, such as a lottery-style $1 sale, to engage customers and drive sales.
Treasure Trouble and Unexpected Discoveries
Gorgias faced challenges in obtaining physical copies of books for reprinting, but their perseverance paid off. Luck also played a role when Mel Gibson's movie, "The Passion of the Christ," created awareness about Syriac, leading to an unexpected surge in sales for Gorgias. This discovery changed their focus, resulting in an increased emphasis on publishing titles in Syriac studies.
A Family Affair
In the early days, Christine and George handled all aspects of the business themselves. George developed a proprietary software called FolioFlow to handle various publishing tasks, while Christine took on sales and marketing responsibilities. Their daughter, Tabetha, even accompanied them to conferences, attracting attention and helping generate sales.
Conclusion
The success story of Gorgias Press showcases the power of passion, innovation, and adaptability in the publishing industry. Gorgias's commitment to disseminating knowledge in niche academic fields and their willingness to embrace new technologies has allowed them to carve out a unique space in the market. Their journey serves as an inspiration for aspiring publishers.
Hotels Perfect for Book Lovers
After a long day at a book conference, book lovers need a cozy and comfortable place to relax. There are numerous hotels around the world that cater to book enthusiasts, offering book-themed rooms, libraries, and literary-inspired decor. From the historic Library Hotel in New York City to the charming Book and Bed Tokyo in Japan, these hotels provide a haven for bibliophiles to unwind and immerse themselves in their love for literature.