Not only is focusing on a specific niche beneficial in terms of selling books, it ultimately helps a publisher grow by establishing authority within their niche. Because niche publishers are focused on engaging with a targeted audience, they must concentrate on building a brand and a mission; they can’t just publish books.
Chelsea Green started off as a generalist, but they now publish books on “the politics and practice of sustainable living” and are firmly entrenched as a valued member of their community. Baldwin emphasized that it wasn’t only being niche that helped them grow, but realizing the importance of publishing with a mission – an overarching principal that pulls the company forward.
“We saw 7% growth over 2008 last year in an industry that is flat or down, so something (our community focus, newsletters, etc.) is paying off,” noted Baldwin.
Thursday, February 04, 2010
Is niche publishing the way of the future for the trades?