The Power of PMA Co-Op Mailing Programs

June 2001
by Eric Gelb, C.P.A. M.B.A.

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As entrepreneurial publishers, we continually look for innovative and cost-effective ways to promote our books and increase our profits. With PMA co-op mailing programs, the risk is low and the likelihood of success is high. So enter your titles in PMA’s co-op marketing programs, increase your publicity through book reviews, and boost your sales.

Since I began self-publishing in 1991, I have participated in my PMA co-op mailing programs continually–with excellent results. For example, I entered my book, Checkbook Management, in the “Business/Career” Target Marketing Mailing. I chose business because that genre was closest to my topic, which is personal finance (now PMA has a personal finance program). I received 22 requests for review copies, and many of the reviewers wrote wonderful reviews about my book. In fact, many of the reviews contain language taken directly from my press release and other press kit materials. I sold hundreds of books.

What’s more, many of these writers are affiliated with local newspapers where the writers tend to have a loyal following. The readers respect the publication’s editors, so the likelihood of selling books is relatively high. A number of these journalists may not be on the big publishers’ review copy lists, so they welcome new and high-quality books. This means excellent coverage and highe

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