Allworth Does It All with Niches

December 2004
by Michael Madole

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Time has been kind to Allworth Press. What started as a one-man, one-book publisher in a living room in 1989 now celebrates its 15th anniversary with more than 250 books in print, 10 full-time employees (including me), and, yes, a much larger office. When I asked Allworth Press founder and president Tad Crawford to talk about what makes Allworth work, he was quick to point out that it takes more than time to make a successful publishing company. Looking back over the past 15 years, he offered two pieces of advice: find niches that you believe in, and always be willing to reinvent the way you operate.

Beginning with Artists and Branching Out

Allworth Press established its artist niche with its first title, Crawford’s own Legal Guide for the Visual Artist. It had grown out of his experience as an attorney and advocate for artists, who needed practical information to help them with the business and legal aspects of their operations. The book was targeted to fine artists, illustrators, graphic designers, photographers, and other visual artists–readers who would come to be a significant core market–and the 1989 edition (superseding versions published earlier by others) got Crawford’s company going.

Making inroads into specific subject areas was a slow and cautious process. Allworth reached out to photographers with How to Shoot Stock Photos That Sell by Michal Heron in 1990. Three years later, when Steven Heller approac…IBPA Members – Click here to view the full article (login required).

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