Having successfully partnered with different publishers to create a number of bestsellers over the past several years, the Gallup Organization has formed its own publishing division, Gallup Press. The company will release the first two books under the Gallup imprint this fall and will likely publish five or six in 2005, said Larry Emond, executive publisher of Gallup Press. Eventually, Emond expects to do 10 to 12 titles annually.
While all titles published by Gallup must be "data-based or research-based," Emond said the company will publish books from authors outside of the Gallup ranks that meet its criteria. The publisher will focus on books in business/management, education, the social sciences, religion and current affairs. Publishers Group West will handle trade distribution while Gallup will conduct direct marketing efforts, said Emond, who also serves as chief marketing officer for the entire Gallup organization.
Emond said Gallup had been thinking about establishing its own publishing unit for four or five years, but wanted to test the market by partnering with established houses. "We've had an education on the key variables and we are prepared to do this," Emond said. Gallup's deal with Simon & Schuster has been especially fruitful, yielding several bestsellers including First, Break All the Rules and Now, Discover Your Strengths. The latter title is the first in what Emond sees as a series; already planned are strength-based books on schools, teaching and parenting.
The publishing division will use other parts of the Gallup organization not only for content ("the Gallup Poll is an underleveraged asset," Emond noted), but to develop lists of potential customers. About one million people have taken the online strength test included in Discover Your Strengths, and Emond said those people "will know when we're publishing" another strength book.
Geoff Brewer, who joined Gallup three years ago as editor of Gallup Management Journal, has been named editorial director of Gallup Press. Brewer, who will be based in New York, will oversee GMJ as well as workbooks, CDs and audiotapes published by the company.
