Marketing strategies: Reinforce textbook adoptions with promotional calendar

Physical geography author Robert Christopherson recently published a calendar to promote the seventh edition of his award-winning textbook, Geosystems.

The calendar’s two opening pages describe the strengths and new features of the new edition, and list the accompanying student and instructor supplements. The calendar itself features factoids that match physical geography and Earth systems science events, as well as photos for each month depicting physical geography subjects, such as the rapeseed crop in full bloom in northern Scottland; frost-shattered rock in Spitsbergen in the Arctic Ocean; and a birch forest in south-central Norway.

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How to protect yourself from lower textbook royalties from foreign sales

Textbook authors need to be alert for the possible impact on them of the practice among some U.S. textbook publishers of selling books in foreign countries using an “inter-company” transfer price.

U.S.-based publishers generally sell into overseas markets through relationships with foreign publishers based in the destination country. Books sold in this way are sold to the foreign publisher at a discounted price to compensate the foreign publisher for its role in the distribution process. In such a case, the author’s royalty is calculated on the lesser amount received by the U.S. publisher from that sale.

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How to deal with rejection in academic publishing

Rejection can certainly be discouraging, but it doesn’t have to mean the end of a project. It is important to move forward after your work is rejected and there are some steps you can take to avoid rejection altogether.

Overcoming disappointment is often one of the first things an academic author must face after a rejection. Dannielle Joy Davis, an Associate Professor of Educational Leadership, Policy, and Law at Alabama State University and a new co-editor for the journal Learning for Democracy, recommends setting aside a finite amount of time to feel disappointed before moving on and taking steps to resubmit. “I always send [a rejected paper] back out to a refereed venue and do not dwell on disappointment for more than 24 hours,” she said.

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6 Tips for marketing your textbook

Q: “I have been writing a textbook but so far have been unable to interest a major publisher. I may publish it with a small publisher without a sales force. That leaves me to market the textbook. Can you share some advice for what I should do in this situation?”

A: Robert Christopherson, professor emeritus of geography at American River College and author of the leading physical geography textbooks in the U.S. and Canada:

  1. Examine similar textbooks in the field you are writing in over the past 10 years. Record publisher names, editors listed on the copyright page, and begin a list of any reviewers listed in the Preface. This process will give you an idea of publishers active in the discipline and some you might want to contact with your proposal.
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Q&A: What happens to textbooks when a publisher sells lists to other publishers?

Q: “What happens to textbooks in inventory or those under contract when publishers sell lists to other publishers? How can we find out whether books have been stolen or put into the hands of resellers?”

A: Stephen E. Gillen, Attorney, Wood Herron & Evans:

“It depends upon the deal between the two publishers. Typically, the acquiring publisher buys the inventory along with the contracts. Then they sell it out or destroy it so they can produce a new printing under their imprint. It’s also possible that the acquiring publisher would have no interest in the existing inventory under the old imprint and would require, as a condition of sale, that the selling publisher destroy the inventory. Regardless of who sells the books, the author should get a royalty in accord with the terms of the publishing contract (of course, if the books are remaindered that royalty may be small or nonexistent depending upon the terms in the publishing contract). In any event, any sales should be reflected in the next royalty statement. If there is a question, ask the new and old publishers to provide an inventory reconciliation.”

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Q&A: What is the likelihood of a textbook publisher ‘cloning’ your textbook?

Q: “I am working on a different kind of developmental mathematics textbook. It is very difficult, nowadays, to distinguish between current Mathematics textbooks. Mine looks, feels, and reads in a very different unique way. I’ve presented it to one publisher and they are interested. I know that it is to my advantage to approach other publishers, however, should I be concerned that if I do, that they will ‘clone’ my text?”

A: Michael D. Spiegler, Ph.D., Professor, Department of Psychology, Providence College:

“If you have a good way of approaching the subject matter, others will imitate once your book comes out. You may have an edge as the original. And you’ve made a contribution to the students in your field beyond just your book. It may be possible to get a publisher to sign an agreement stating that they will not come out with a book that clones yours for a given time period. I’ve heard of this being done with other ideas and industry. I’d suggest you consult with a good intellectual property lawyer on this idea. And remember, imitation is the highest form of strategy (or something like that).”

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