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Posts Tagged ‘publisher’

Ware-Pak Partners with BookMobile

BookMobile has custom fit an Automatic Replenishment Program (ARP) for Ware-Pak’s client publishers. At Ware-Pak, we offer total supply chain control to leading publishers, trade, and professional organizations. With our strong focus on providing excellent customer service and custom solutions to clients, BookMobile is a natural partner.

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Publisher’s Glossary: Comparing Remainders, Bargain Books & Hurt Books

Remainders in the publishing industry are generally known as any book that is sold at a deep discount to the end customer. (The wholesale price from the publisher to the trade is equally discounted.)

True remainders are only those books that have been taken out of circulation because sales have fallen off and the publisher can no longer justify the carrying costs associated with the book. Remainders may vary from an initial printing that did not sell to the last couple hundred books of a best selling novel that has sold hundreds of thousands of copies. When a publisher has a backlog of a new title to introduce, they may need to cut their losses on slow moving titles by remaindering the balance of stock to free up cash and make room in their warehouse for new items. The publisher will sell the entire remaining (hence the word) inventory to the highest bidder. Once remaindered, the book no longer generates royalties for the author, it cannot be returned to the publisher for credit and it is considered out of print. Years ago, remainders were marked by stripping the spine of the book with green paint. Today, that is often not the case and sometimes they are even in mint condition when they are remaindered.

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When Should an Author Start Thinking About Book Promotion?

Below is a Guest post by Marsha J. Friedman
(Thank you Marsha for contributing to the Ware-Pak blog.)

Many new authors think the answer is either “when the book is done” or “doesn’t the publisher take care of that?”

But unless you are a Glenn Beck or Dan Brown, both of those responses are dead wrong.

The right answer is before you start to write your book! Before you type the first word, it is critical that you think about the projection in its entirety – including a plan for marketing and promotion and a budget as well. Here are a few questions you want to ask yourself in the process:

  • What do I want to accomplish with my book? Is it a marketing vehicle to build your credibility and grow your business? Or perhaps it’s a novel you’re hoping will turn into a series, with fans begging for the next installment. Your answers to this fundamental question affect not only what you write, and how you write it, but what kind of promotional effort makes sense for your book.
  • Who do I want to reach with my message? Know your audience. Are they teens, men, women, baby boomers or seniors? If you’ve identified who you are writing to, it will help hone your writing style and your message. But, it will also affect to a very large degree how you go about promoting your book and the marketing opportunities available for reaching your audience. For example, an effective digital promotional strategy that reaches busy young people will not necessarily hit the mark with seniors who are less likely to get their information from the Internet or mobile phones.
  • What title and cover design will get book buyers interested in what I have to say? The title of your book can play a key role in the promotion and sales of your book. And, with limited space available for the precise words that will effectively communicate how dynamic and interesting your book is, you can see how important that title can be. There’s also the actual design of the book cover to consider which can either forward your key message, or make it seem as dull as dishwater. My point is that an impactful title with a very creative cover plays an important role in the marketing of your book, but this is an expense you must calculate into your marketing and promotional budget. Speaking of budget – this leads me to the last point which is without a doubt, one of the most important points.
  • What kind of a budget do I need for the entire project? Regardless of whether your book will be self-published, or you’ve attracted the interest of a major publisher, a budget for marketing and promotion is an absolute must. And an effective book marketing campaign isn’t necessarily cheap, particularly if you’re going to hire a professional firm to execute a solid campaign. But, if you choose to do the promotion yourself, there are still expenses involved that you need to factor into your budget, not the least of which may be hiring someone in-house to assist you, either with your book promotion or your normal everyday work that will pile up because of the book promotion!

There is a reason I am hitting this point so hard. It’s because of the countless emails and calls I get from authors who didn’t really understand this would be necessary, and who are now sitting with great books in a warehouse or boxed up in their garage. I feel bad, but there’s nothing to compare with how frustrated or disappointed they feel after all the hard work, time and passion they’ve invested in the whole process.

I’m reminded of Ralph Waldo Emerson’s quote, “Build a better mousetrap, and the world will beat a path to your door.” It may be catchy, but it’s simply not true. Here’s the truth: the only way the world will beat a path to your door – or to bookstores, your website or listing on Amazon.com – is if consumers even know your book exists…and that means a great deal of marketing and promotion.

Instead of explaining about the books in the garage to the grandkids, wouldn’t it make a much better story to tell them how you became a successful writer?

For 20 years Marsha Friedman has been a leading authority on public relations as CEO of EMSI, a national public relations firm. Her firm represents corporations and experts in a wide array of fields such as business, health, food, lifestyle, politics, finance, law, sports and entertainment. Some of the more prominent names on her client roster are Teamster’s President Jimmy Hoffa Jr., Sergeant’s Pet Care Products, Former National Security Advisor Robert McFarlane and the famous Motown Group, the Temptations.

She consults individuals and businesses on a daily basis and is frequently asked to speak at conferences about how to harness the power of publicity. Go to www.emsincorporated.com to signup for Marsha Friedman’s free weekly PR Tips today! More resources for authors can also be found at www.publicitythatworks.com. Or call 727-443-7115, ext. 202, or email her at info@marshafriedman.com.

Additional factors to consider when choosing an order fulfillment service…

In today’s entry I’m going to discuss two additional factors that I believe should be considered when a publisher, large or small, is choosing an order fulfillment service. These factors are “Turn Around Time” and “Technology”.

Turn Around Time

Every warehouse has its own procedures for handling order processing and the amount of time that is acceptable. You need to be aware of what time files are accepted and when you can expect orders to be shipped. You have to take these deadline times into account and see if they fit your client’s needs in terms of shipping times.

A standard in the industry is 3 business days for shipping. You need to determine if this is a timeframe that your client can live with. There are fulfillment warehouses that ship within 2 business days and some are offering same day shipping. You must choose which level of service will help you grow your business.

Technology

When it comes to the various types of technology within an order fulfillment facility, you must explore your needs. In any fulfillment warehouse, technology takes on many forms. These may include:

  • Integrated business management systems for publishers
  • Warehouse management systems
  • RF technology
  • Automated picking systems
  • Mailing systems
  • EDI/ASN
  • Secured method for transferring data files
  • Customizable order interface
  • Push technology for business alerts
  • Customizable email alerts
  • Reports and Web based data reporting

There are still more important considerations when choosing an order fulfillment service that will be covered here. However, if you can’t wait to read them here, they are now available in a Whitepaper on our website. If you have additional questions, or are interested in receiving this white paper by email, please feel free to contact me directly. I can be reached at (708) 587-4116 or kshay@ware-pak.com

Why Publishers Outsource… The Revenue Driven Reasons

Last week, one of my blog entries discussed the financially driven reasons why publishers may choose to outsource their warehousing and fulfillment services. Today, in Part 4 of this series on “Why Publishers Outsource,” I will talk about the revenue driven reasons that large and small publisher benefit from outsourcing order fulfillment services to a third party vendor, such as Ware-Pak.

When it comes to revenue, there are really three main benefits to publishers who outsource warehousing and fulfillment:

  1. Gaining market access and business opportunities through the provider’s network. As a publisher you may want to ask yourself these three questions: Does your warehouse assist in selling more books? What markets do you actively sell to? What markets do you need help with?
  2. Expansion can be accelerated by tapping into the provider’s developed capacity processes and systems. When a publisher experiences growth, warehouse space can become an issue. The ability to process orders in a timely manner can hinder that growth. Whether it is sales of one million, five million, ten million or twenty million items, publishers should know the capacity their systems can handle.
  3. Sales and production capacity can expand during periods when expansion could not otherwise be financed. As a business runs its cycle, different departments will put pressure on the investment capital that is available. By outsourcing warehousing, all available capital can be devoted to the development of quality books.

My two remaining entries for this series discuss the cost driven and employee driven reasons for publishers to outsource their fulfillment operation. The combination of these “Why Outsource” blog entries will be available as a white paper shortly. If you have additional questions, or are interested in receiving this white paper, please feel free to contact me directly. I can be reached at (708) 587-4116 or kshay@ware-pak.com


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