The Name Has Changed, but the Soul Remains the Same

June 2008
by Terry Nathan

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DIRECTOR’S DESK

by Terry Nathan

Executive Director

The Name Has Changed, but the Soul Remains the Same

In 1983, a group of 15 southern California publishers got together with the beginnings of a wonderful idea. None of them could afford to attend the annual convention of the American Booksellers Association, which was out of state that year, so they decided to pool their funds and send my mother, Jan Nathan. Off she went with all their books, and guess what? It worked!

She returned from the show excited about possibilities, and the Publishers Association of Southern California was born. The acronym PASCAL was quite hip in the early ’80s. The group began with many local meetings and quickly saw that national marketing was one of the largest challenges each local publisher faced.

The concept of cooperative marketing became the backbone of the association, and shortly after my mom returned from the ABA show, the board of directors got to work on identifying useful marketing programs. PMA continued attending the major industry trade shows, including ABA, ALA, and Frankfurt, and also tested other shows, both inside and outside the book trade. In due course, direct mail programs to bookstores, libraries, and book reviewers prov…IBPA Members – Click here to view the full article (login required).

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