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  Publisher talks about challenges small presses face (Part Ⅰ)
The publisher also underscored the importance of identifying oneself with the publishing house's niche, and of building one's "brand" or identity. An industry player could use that "brand" to build relationships with buyers, Lynn said.

"Buyers care about brand and identity. It helps buyers to remember you, and as a small publisher - that's what you need," she said.

Small presses also ought to do their homework. They should know their retailers, said Lynn.

This entailed conversations with customers, emails, and postcards for feedbacks. Lynn's team also reads every industry newsletter, and attends trade shows and conferences.

"We build our brand everyday and we build our relationships everyday," she said.

Reviews were also critical, Lynn said.

"Word-of-mouth is the best tool that we independent publishers have," she said. "This starts with retailers; they start the buzz."

But then again, you need to have a very good product to accomplish that, said the publisher.

"We want books that capture life's and lives experiences and present them in a way that will make children say both 'wow, that's just like me' and also 'wow, that's different.'"
2005-02-16 / Taiwan News, Staff Reporter / By Marie Feliciano

(2005/2/16)

 
 
 
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