The House That Moonshine Made

February 2007
by Norman Gibat

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Our small company prints and distributes a book titled The Lore of Still Building. To date we’ve sold almost a quarter of a million copies, and it’s still profitable enough to keep in print. Our advertising and marketing costs for this book are zero; we do not send out a single flyer or make a single phone call. We do not take any books back unless they are damaged; that’s the full extent of our return policy. Yet we sell between 5,000 and 10,000 copies a year just as regular as clockwork. We’ve been doing this for more than 30 years.

There’s no secret to this modest success. It’s traceable to the fact that most of our sales are to special-interest wholesalers and retailers throughout the United States and Canada, in lots of 100 to 1,000. They call in or mail their orders to us. Usually these involve half a dozen cartons at a time. (I should add that for the past five years we’ve also been selling the book on Amazon.com, but our sales there are not impressive, perhaps a few dozen copies a month.) But the story of how we got to the retailers and wholesalers in our niche may help other publishers with niche lists, and I hope that, at the l…IBPA Members – Click here to view the full article (login required).

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