Mix Cultural and Cooking Niches: Mayreni’s Recipe for Success
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by Linda Carlson
Being social in the traditional sense of “pressing the flesh” can spell business success, we’re reminded by Barbara Ghazarian’s experience at Mayreni Publishing (mayreni.com). Better yet, most of the thousands of books Ghazarian has sold have gone to buyers outside trade channels, at full retail price or at lower discounts than trade buyers demand.
Established in 1995 to provide Armenian-English translations and to assist Armenian-Americans with their writing and publishing, the Monterey, CA, publisher has three books in print. The latest, Simply Quince, came out in August of this year.
Mayreni’s first book, Descendants of Noah: Christian Stories from the Armenian Heart, was compiled by Ghazarian and published in 2002. Now in its second edition, it was followed in 2004 by Simply Armenian: Naturally Healthy Ethnic Cooking Made Easy. Headed back to press next month for the third time, Simply Armenian has now sold more than 8,000 copies—through appearances at farmers’ markets, Armenian organizations and churches, and, lately, along with Simply Quince, at foodie groups and gardening stores.
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