Let it Snow! Let it Snow! Let it Snowball!

March 2007
by Dorothy Molstad

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Let is Snow

Let it Snow! Let it Snow! Let
it Snowball!


by Dorothy Molstad


This is the story of one book
that has spawned five other titles and snowballed into an avalanche of media
coverage and sales opportunities.


It all started in the fall of
2003, when Voyageur Press introduced The Snowflake: Winter’s Secret Beauty.
This $20 full-color photo/science title was an immediate success, generating
articles in The New
York Times, The Los Angeles Times, The Times of London, hundreds of
big-city papers, and magazines from the scientific to the photographic. Sales
that first year were over 30,000 copies.


In year two, we followed with The Little Book of
Snowflakes. Sized at 5? × 5? and priced at
$7.95, it was designed to be a great impulse gift item. And it was, with first
year sales of more than 50,000 copies. Better yet, Snowflake Winter’s Secret Beauty sold
another 30,000 units in 2004.


In 2005 we published a small
postcard book ($7.95) and a calendar ($12.99) based on the original Snowflake
title. And somewhat to our surprise, we kept adding more and more magazines to
our growing list of diverse media hits for the Snowflake titles—Nature, Booklist, Cross Country Skier,Museums & More,
and Ranger Rick
all covered at least one of the titles.

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