What a Difference a Cover Makes
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We’ve just completed two of our major trade shows of the year (Book Expo America/BEA and the American Library Association annual conference/ALA). I was amazed to observe something consistently happening at our booth at both shows. Each year, we produce the PMA Resource Directory to hit the market directly before BEA. Every year, the directory has grown in size. In the past two years, I watched while many booksellers and/or librarians stopped by our booth during BEA and ALA, looked at the information contained in our 200+-page, 8-1/2 x 11 book, and then asked, “Can you send this to me after the show? It’s too heavy to carry.” Well, of course, we sent the directories after the show, but it was costly. We would rather have had them take it from our booth.
This year, we arrived with our 264-page directory and watched in astonishment as bookseller after bookseller and librarian after librarian came to our booth and took the directory from our table and placed it in their shopping bags or backpacks. Now, the book did not get any lighter in weight this year. What was the difference? I believe it was purely in the design of this year’s front cover.
Abacus Graphics of Carlsbad, California, has been the PMA design team for the past several years now. Each year, we have fun designing the Resource Directory, the Publishing University brochure, and the Benjamin Franklin Call for Entries (which was included in your last month’s newsletter). John Webster and Francie Droll (a…IBPA Members – Click here to view the full article (login required).
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