Month: March 2006

Two Bookstore Operators Tell What They Need from Publishers

Two Bookstore Operators Tell What They Need from Publishers Speaking to Independent Publishers of New England, March 18, 2006. Transcribed by Shel Horowitz Susan Little, owner and operator of Jabberwocky, Newburyport, MA, since 1972. The pressure is not so much big box bookstores as non-bookstore retail. They can sell the cream-of-the-crop big sellers for less than I can buy them, selling in K-Mart, Wal-Mart I actually can buy single orders from Amazon and resell them at list price, whereas through a publisher I would have to pay a markup. Amazon loses money on books, but they make their money in other ways. If you’re an indy and work hard, you can beat them. We can get 80% of special orders in a day and a half. Literate intelligent people know that indy booksellers need to survive. Andy Laties, operator of the bookstore in the Eric Carle Museum and former owner of two children’s book/toy stores in Chicago, Amherst, MA, author of Rebel Bookseller and part-owner of Vox Pop: I was very surprised to seethe level of awareness about that in Amherst. In Chicago, they told us, we like those new stores. Susan: Academics were the first to go to Amazon, and they killed the independent stores in the cities. Andy: I can log on to SCB [a distributor] using my publisher’s password and see where they’re selling. Amazon is...

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Media Relations Tactics that Deliver Big Bang for Effort with Very Few Bucks (1)

Media Relations Tactics that Deliver Big Bang for Effort with Very Few Bucks By Nancy Juetten As 2006 fast comes to a close, it’s time to determine your top three, high-return lead-generation methods and evaluate how consistently you apply them. So often, we make single attempts at any variety of marketing or public relations tactics, only to abandon them before giving them the benefit of consistent application. Let 2007 be the year you apply focus, discipline and consistency to the top three, high-return lead-generation methods in your business-building toolbox so you can reap the greatest rewards. To that end, here are 10 powerful media relations tactics for growing businesses serious about generating quality leads. Write how-to articles for the media that have the greatest influence with your ideal customers. The value of editorial placements is said to have three times the value of advertising placements. How-to articles reach a wide audience of decision makers and decision influencers with one pass. They serve as credible, affordable brochures and often reside online indefinitely. They demonstrate your expertise in a way that inspires quality leads to get in touch with you to learn more. And, business journals are eager to receive your commentary and perspective to lend insight to their editorial plans, as long as you do so in a manner that delivers your expertise without directly selling your company. Post your...

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Classic PR Effort Leverages One Phone Call To Draw Millions of Eyes and Millions of Dollars-Without Even Writing a Press Release (1)

Classic PR Effort Leverages One Phone Call To Draw Millions of Eyes and Millions of Dollars—Without Even Writing a Press Release By Frank Zeccola Earlier this morning I walked over to Bulldog Reporter‘s “press release” mailbox and picked up the first seven or ten releases in there – just to see what kind of press materials PR firms are sending us by hard copy. Bulldog Reporter‘s press mailbox is a thin, black piece of plastic literally bursting at the seams with papers that no one will ever read. Of course, email is our preferred method of contact, but even so, the fate of these papers is that they will inevitably wind up the trash. Here’s why: Of those first seven or ten releases I looked at, not a single one is relevant to what we write about here. But even putting that aside for a minute, all of these releases tout everyday occurrences that warrant no news coverage whatsoever – a partnership agreement between two tiny banks; a worker’s safety training session; an awards dinner; a book signing by an unknown author; a discount on a set of directories. The grim reality is that reporters are swamped with this kind of ho-hum PR material every day: A new allergy nasal spray, a new paper towel dispenser, executive promotions, new hires, awards banquets. They never get the email that says...

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Media Relations Tactics that Deliver Big Bang for Effort with Very Few Bucks

Media Relations Tactics that Deliver Big Bang for Effort with Very Few Bucks By Nancy Juetten As 2006 fast comes to a close, it’s time to determine your top three, high-return lead-generation methods and evaluate how consistently you apply them. So often, we make single attempts at any variety of marketing or public relations tactics, only to abandon them before giving them the benefit of consistent application. Let 2007 be the year you apply focus, discipline and consistency to the top three, high-return lead-generation methods in your business-building toolbox so you can reap the greatest rewards. To that end, here are 10 powerful media relations tactics for growing businesses serious about generating quality leads. Write how-to articles for the media that have the greatest influence with your ideal customers. The value of editorial placements is said to have three times the value of advertising placements. How-to articles reach a wide audience of decision makers and decision influencers with one pass. They serve as credible, affordable brochures and often reside online indefinitely. They demonstrate your expertise in a way that inspires quality leads to get in touch with you to learn more. And, business journals are eager to receive your commentary and perspective to lend insight to their editorial plans, as long as you do so in a manner that delivers your expertise without directly selling your company. Post your...

Read More

Classic PR Effort Leverages One Phone Call To Draw Millions of Eyes and Millions of Dollars-Without Even Writing a Press Release

Classic PR Effort Leverages One Phone Call To Draw Millions of Eyes and Millions of Dollars—Without Even Writing a Press Release By Frank Zeccola Earlier this morning I walked over to Bulldog Reporter‘s “press release” mailbox and picked up the first seven or ten releases in there – just to see what kind of press materials PR firms are sending us by hard copy. Bulldog Reporter‘s press mailbox is a thin, black piece of plastic literally bursting at the seams with papers that no one will ever read. Of course, email is our preferred method of contact, but even so, the fate of these papers is that they will inevitably wind up the trash. Here’s why: Of those first seven or ten releases I looked at, not a single one is relevant to what we write about here. But even putting that aside for a minute, all of these releases tout everyday occurrences that warrant no news coverage whatsoever – a partnership agreement between two tiny banks; a worker’s safety training session; an awards dinner; a book signing by an unknown author; a discount on a set of directories. The grim reality is that reporters are swamped with this kind of ho-hum PR material every day: A new allergy nasal spray, a new paper towel dispenser, executive promotions, new hires, awards banquets. They never get the email that says...

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