North Star’s Three Pillars of Success

June 2010
by Linda Carlson

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BUILDING THE BUSINESS

North Star’s Three Pillars of Success

by Linda Carlson

Now in its 42nd year, central Minnesota’s North Star Press claims it sticks to traditional marketing, but it’s redefining “traditional” in terms that pay off for publishers, authors, and booksellers.

“Without the significant advertising dollars of the big publishers, we face an uphill battle getting every one of our titles into big stores,” says Seal Dwyer, business manager of the St. Cloud publisher, which expects to issue its 400th title in 2010. One way it has responded is with a new author contract which requires that each author buy at least 100 copies of his or her new book for resale.

“We don’t want it to be a burden on authors,” Dwyer says, explaining that authors receive a 50 percent discount, “but we have to have our authors out there promoting their books, and we wanted them to have books in inventory. Now, if an author goes to a meeting and mentions she’s just published a book and someone wants a copy, she can go out to her car and get one.”

Some authors have gotten very creative about promotion, including one who did a craft-show circuit. “We get a lot more publicity now because our authors are so a…IBPA Members – Click here to view the full article (login required).

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