In an attempt to attract more publishers to join AAP, the association held the First Annual Meeting for Small and Independent Publishers just prior to its regular annual meeting in Washington, D.C., last month. Attendees were given a pep talk by luncheon speaker Morgan Entrekin, president and publisher of Grove/Atlantic Inc., who told the audience that today is "a great moment for independent publishers." He observed that for most of history, publishing has been led by entrepreneurs, and added that he believes consolidation among larger trade publishers "d sn't always make sense."
According to Entrekin, the transformation of the retail market and the growing use of technology has helped level the playing field for independent publishers. He noted that while independent booksellers remain an important part of the industry, small publishers can reach a national market by calling on the chains rather than relying on a large sales force to cover the country. He added that he was encouraged that Barnes &Noble, Borders and Amazon.com "seem committed to carrying a wide variety of titles."
Entrekin said that independents have an advantage over their larger competitors in that they can be "flexible and fast" and can "go where others aren't." (Grove, for example, is expanding its translations program.) Independent publishers are also in a better position to give authors more personal attention than the big publishers, Entrekin noted. In addition, independent publishers can operate more out of instinct than larger houses, which have a tendency to "quantify everything."
The most important thing an independent needs to do to be successful, Entrekin advised, is to develop a focused program. "You need to have a strong identity," he concluded.
Sandwiched around Entrekin's talk were panels that provided publishers with practical advice on a variety of topics. Sarah Gallick, editor at the Literary Guild, and Victoria Skurnick, executive editor and director of acquisitions at Book-of-the-Month Club, both told the audience that the most effective way to have their titles considered for selection by the clubs is to send a complete manuscript along with pertinent information (awards won, endorsements, regional strength) to the appropriate club (i.e., a military book to the History Book Club).
Trish Todd, v-p and editor-in-chief of the trade paperback group at Simon &Schuster, had a mixed message for publishers. She said that while only about 9% of trade paperbacks at S&S are from outside publishers, most that do get published are from independent publishers. She noted that since most of the major houses keep their major titles for their own paperback operations, independent publishers will continue to be an important source of paperback titles. Todd added that publishers should pass on to paperback publishers pertinent information such as what the hardcover sale for the title was as well as any reviews the book may have received.
Participants on the "How to Increase Sales on the Internet" panel had a uniform message for publishers: the more content a publisher supplies to online retailers about a title, the better the chances are that the book will generate online sales. Panelists also noted that a variety of co-op marketing opportunities exist on the different Web sites.
