A strong economy usually means good times for illustrated book publishers, and that has been the case for Clarkson Potter, the lifestyle imprint of the Crown Publishing Group. "We're hoping for a record year," Lauren Shakely, senior
v-p and editorial director of Clarkson Potter, told PW. Founded in 1959 by Clarkson N. Potter, the company became part of Random House in 1988, when Random acquired Crown Publishers, and is celebrating its 40th anniversary this month.
Over the years, the company has sharpened its list to focus on the so-called domestic arts, including cookbooks, gardening books and decorating books. Potter publishes about 60 titles per year; while the majority are released in hardcover, the company has increased its trade paperback output. The growth of Potter's trade paperback program reflects the company's flexibility that has allowed it to prosper for four decades. "You have to be able to react quickly to market conditions. Not just in what type of books consumers want but also to prices," Shakely said.
In addition to its attention to market trends, Shakely attributes Potter's success "to the loyalty of its editors and dedicated authors." Shakely and her five editors have been with Potter for a combined total of 56 years, and many of its authors--such as Martha Stewart, Lee Bailey, Mary Emmerling, Barbara Milo Ohrbach and Tricia Foley--have been with the house for years. Although most of Martha Stewart's new titles are being published through her own company, Potter still has a good relationship with the decorating guru and her magazine. Potter's fall 1999 list includes The Best of Martha Stewart Living Weddings, while Stewart's Entertaining, first published in hardcover in 1982, was released in paperback last year and now has sold a total of more than 500,000 copies.
The publisher's all-time bestseller is Simon Bond's 101 Uses for a Dead Cat, which has sold more than 900,000 copies since it was published in 1988. Other titles with sales approaching 500,000 include Cooking from Quilt Country by Marcia Adams (1988), Moosewood Restaurant Low-Fat Favorites by the Moosewood Collective (1996), The Scented Room (1986) and A Token of Friendship (1987), both by Barbara Milo Ohrbach. Backlist sales have always been important to Potter, and its backlist now totals close to 400 titles.
In many ways, Potter's current catalogue is the house's quintessential list. In addition to several titles from the editors of Martha Stewart Living, the list features a number of new cookbooks. Potter's cookbook program, under the direction of Pam Krauss, has developed into one of the company's strengths. The fall list also includes Pillsbury One-Dish Meals Cookbook and Maxwell House Coffee Drinks and Desserts Cookbook; the two titles are the latest in Potter's branded books program directed by Katie Workman. "A branded book offers instant recognition and credibility in the marketplace," Shakely noted. The branded book program has also helped Potter increase its sales to special markets, an increasingly important distribution channel for the company.
A final ingredient to Potter's success has been the support of Bertelsmann as well as that of Crown president Chip Gibson. "Chip understands and supports us, something we really appreciate," said Shakely.
