The Secret to Penguin's Trade Paperback Success

Penguin is carving a niche for its trade paperbacks by treating the titles as entirely new books. From the Associated Press:

… Penguin has mastered the paperback blockbuster, taking a book already out in hardcover and giving it the kind of promotion once reserved for a new release: prominent store placement, author tours, online marketing, appeals to book clubs and community reading organizations.

Norman Lidofsky, head of Penguin’s paperback sales, says success is largely driven by a recognition of grassroots growth:

” … the books grow organically and then we focus on it and never stop. We’ve coined a phrase, ‘These books should be brought up during every sales call, every account, every time’.”

(Via Shelf Awareness.)

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