CIPA—Independent Publishers Working Together

Volume 17, Number 2 February 2008

In this issue:
From the President > 2
From the Editor’s POV > 3 SATURDAY, FEBRUARY 16, 2008, MEETING
The Unique Information 8:00 — Noon at the Red Lion Hotel • 4040 Quebec Street • Denver
Needs of Publishers > 4 South of I-70 on Quebec
“Self” in Self-Publishing

[ Do You Have an eBook

]
No Longer Dirty Word > 5
Book Marketing Matters > 6
Why Some Radio Interviews Sell
Thousands of Books > 7
in Your Future?
Peak Publishing:
Climb to the Top! > 8
In Memoriam: Ric Simmons > 8
Google: Friend or Foe > 9
Are You Sending Your Book to BEA? > 10

February Meeting
Whatever you • eBooks being cheaper
Agenda: think about the issue, to produce and more af-
it’s hard to ignore the fordable to the consumer
8:00-8:30 a.m.
Registration and Continental fact that eBooks are
Breakfast advancing further • increasing numbers of
8:30-9:15 a.m. into the mainstream. readers preferring them
Announcements, Star Time,
In fact, the following to ink and paper books
Committee Chair Updates
9:15-10:00 a.m.
new developments The February 16th
Networking might inspire you to CIPA meeting will ex-
10:00-11:00 a.m. rethink e-publishing: plore how eBooks are
Speaker Program produced, who is buying
• Amazon’s releasing Dush Ramachandran
11:00 a.m. – Noon them, and most impor-
Round Table Discussions of the Kindle, a revolutionary (accord-
ing to Amazon) new book reader tantly, whether your book would be a
Save! Register today! good one to sell as an eBook.
Go to www.cipabooks.com • the school market turning more and Dush Ramachandran, Vice Presi-
for details about the ArmChair
series and publishing happenings more to e-versions of educational ma- dent of Business Development at
statewide. terial ClickBank (www.clickbank.com), will
join us to talk about what makes a
• the increasing amount of material good eBook and describe ClickBank’s
downloadable from public libraries business model for selling eBooks over
See eBook in Your Future, continued page 11
CIPA Signature

FROM THE PRESIDENT

2007-2008 CIPA OFFICERS
President, Doris Baker
president@cipabooks.com
719-481-2420
Vice-President, Mara Purl
vicepres@cipabooks.com
Jumping on Bandwagons
719-227-1629
Secretary and Young Author
League Chair, Faye Quam Heimerl
secretary@cipabooks.com
yal@cipabooks.com
303-503-3530
Treasurer and
EVVY Awards Co-Chair, Herb Tabak
treasurer@cipabooks.com
awards@cipabooks.com
970-453-9005
Past President, Lydia Griffin
pastpres@cipabooks.com
970-409-8857
BOARD OF DIRECTORS The January ’08 issue of Book Business listed eighteen tips for “Envi-
Judith Briles, ArmChair Program
armchair@cipabooks.com ronmentally Conscious Publishing.” In the article, Tyson Miller of the
303-627-9179
Green Press Initiative (GPI) encouraged publishers to reduce and eventu-
Kemi Chavez, Marketing Program
303-241-1632 ally eliminate the use of fiber from old-growth and endangered forests in
Ann Cunningham, Program Chair printed books. In addition, the EPA recommends that publishers use 30
programs@cipabooks.com
303-238-4760 percent post-consumer recycled papers. Two of our most active associate
Mike Daniels, Brigade and
Star Program Chair
members, Mike Daniels and Cameron Fay, can help with environmentally-
star@cipabooks.com friendly paper choices. Mike and Cameron represent printers that are very
303.838.8990
Anne Fenske, CIPA College Dean
much in tune with the GPI.
college@cipabooks.com Taking the first baby steps to “green up” my office turned out to be
303-861-9995
easy, obvious, and simple. A couple changes have even saved me money.
Rebecca Finkel, EVVY Awards Chair
awards@cipabooks.com The first of these was to use two trash cans: one for waste and one for recy-
970-223-1375
cling. The second was installing compact fluorescent light bulbs. These lit-
Judah Freed, Trade Show Chair
tradeshows@cipabooks.com tle jewels use about 75 percent less electricity than incandescents, and each
303-773-2110
bulb saves about $30 over the life of the bulb. I now send most statements
Sue Hamilton, Program Committee
programs@cipabooks.com and invoices by e-mail, saving trees and expense. In exploring green op-
719-495-3755
tions, I learned that some Walgreens and OfficeMax stores will refill print
John Maling, Bookstore Manager
303-627-9179 cartridges. On-line reviews are very positive about the black ink refills.
Nancy Mills Greenerchoices.com offers many tips and options for purchasing greener
303-773-0851
Peter Ritzer, Membership Chair office equipment and recycling used equipment. One form of recycling
membership@cipabooks.com used equipment is to list it on freecycle.com or with similar online ex-
720-207-2867
Dom Testa, Education and
change groups. Who knows, you might even find something you need on
Literacy Foundation the site.
elf@cipabooks.com
303-437-7827 Can you suggest ways for CIPA to become greener? For instance,
Administrator, Cheryl Callighan would you be in favor of receiving the Signature newsletter by e-mail and
admin@cipabooks.com
303-365-2472 eliminating the print version? E-mail me (president@cipabooks.com) with
Webmaster, Shannon Parish your thoughts and suggestions.
webmaster@cipabooks.com
303-460-0605 Another bandwagon there for the jumping is electronic publishing. At
Western Slope Chapter BEA 2007, I talked with several companies about electronic distribution of
Patrice Rowe, Director
westernslope@cipabooks.com my company’s titles. I realized that eBooks are the future—or at least part
970-250-4641 of the future of bookselling—but have let the bandwagon roll merrily on
Newsletter Editor - Linda Lane
Signature@cipabooks.com without me. Please note that eBooks are the subject of this month’s meet-
719-289-4111
See Bandwagons, continued next page
WWW.CIPABOOKS.COM
2

FROM THE EDITOR’S POV
Reaping the Rewards
Take CIPA College, for example. Several articles
in this issue provide glimpses into the incredible pro-
gram that awaits all attendees. Marketing, industry-
specific software, radio PR, and Google searches are
addressed. Additional topics of interest include legal
issues, successful book launches, Web and network
marketing, branding, and foreign rights, among oth-
ers. Without a doubt, the benefits more than out-
weigh the cost for such diverse information and
training from experts in their respective fields.
What about the ArmChairs? These limited-atten-
dance meetings focus on a singular theme, providing
attendees with in-depth information and education
to enhance their travel down the road to professional
publishing and effective product marketing.
Bandwagons, continued from page 2
ing on February 16. I plan to be in the front row tak-
ing notes when Dush Ramachandran explains the
business model at ClickBank, Inc., that has resulted
in electronic sales for publishers and authors, some-
times reaching hundreds of thousands of dollars.
Does sound intriguing, doesn’t it?
Finally, I invite all of you to jump on the Small
Press Month bandwagon in March (www.smallpress-
month.org). Make plans now to celebrate your com-
pany, your publications, and your contributions to
the intellectual and cultural life of our nation. CIPA
3
February 2008
by Linda Lane
And, of course, we have meetings on most third
Saturdays of the month throughout the year, each
one presenting topics of vital interest to all who want
to write better, publish better, market better. The
wide range of relevant subject matter covered over the
year at these sessions offers something for everyone in
the publishing business and related fields.
So when considering costs and benefits, remem-
ber that CIPA weighs heavily on the positive. And
CIPA benefits—rewards—help us achieve our pub-
lishing goals.
Linda Lane, editor of a National Writers Association Novel
Contest winner, is working on her second book. Contact her
at familybookhouse@aol.com or call 719-289-4111.
celebrates Small Press Month each year with CIPA
College and the announcement of the year’s EVVY
Book Award winners. Register today at www.cipa-
books.com for three days of intense learning March
27, 28, and 29. You’ll leave CIPA College with re-
newed excitement, energized and ready to take your
publishing and marketing to new levels. Ask anyone
who’s been!!
Doris Baker, CIPA President
doris@filterpressbooks.com
CIPA Signature
The Unique Information Needs of Publishers
In recent years in the U.S.
alone, some 80,000 publishers have
annually produced about 200,000
titles. Most of these publishers are
small businesses, and many sell
through large distribution and retail
companies. They soon find them-
selves with a need to keep track of
inventory in several locations. Fur-
thermore, there is a high return rate Ron Lawrence
in the book business. So, managing your publishing
business requires that you know what you have,
where it is, and what is likely to come back. This is
especially important before making decisions about
whether to pay for a new printing.
Now let’s assume that you are successful in navi-
gating the ebb and flow of book sales and
returns. Wouldn’t you want to do it for more than
one book? Taking on new books often means new
authors and royalty contracts. Even simple contracts
may vary the royalty rate, depending on the quantity
and discount associated with a sale. You’ll need an ac-
curate accounting of your sales for each title—what
you charged and what you actually got paid—in order
to pay your authors what is due them. It doesn’t take
very many books before this becomes an accounting
nightmare.
Working with a distributor brings its own unique
challenges. To protect themselves, distributors typi-
cally pay their publishers 120 days after they have sold
your book, but they take immediate credit for
returns. They may even withhold some portion of
what they owe you for a period of time as a further
by Ron Lawrence,
Presenter at CIPA College, Friday, March 28, 2008
hedge against returns. Additional mar-
keting and warehousing charges may
also apply. When you finally do get paid,
it will be a challenge to determine which
books you are being paid for. This is
vital information because you need to
compensate the appropriate authors.
Another challenge is sharing informa-
tion about your titles. In this informa-
tion age, many major book businesses
depend on getting title information in electronic for-
mat. Some are asking publishers to accept orders
electronically. To get into their sales stream, you’ll
need to comply with the standards they use. Further-
more, you probably already have a website; you’ll
need to assemble information about your titles to list
them on your site. That site may also process or-
ders. Shouldn’t the tools you use to manage your
publishing business exchange information with your
trading partners and your website?
The information needs of publishers are becom-
ing more complex. Each sale requires multiple ac-
counting transactions, and key information often
needs to be shared electronically. Make sure the busi-
ness management systems you invest in will help you
to meet these challenges with ease.
Ron Lawrence has owned and operated Publishers’ Assistant
since 1990, providing service to hundreds of publishers. He
lives in Vermont with his wife and three children. In his spare
time, he enjoys working with wood and making music with
e Jericho Road Crew. You may contact Ron at 800-310-
8716 or e-mail him at ron@pubassist.com.
4

The “Self ” in Self-Publishing
Is No Longer a Dirty 4-Letter Word
These unscrupulous publishers thought only
about one thing: money, and lots of it. Producing a
quality book was never part of the equation. A few
years ago, when I was working at a small traditional
independent publishing company, a woman came in
to seek advice. She had just signed a contract with a
vanity press and things were not going well. She
wanted to know whether there was any way she
could get out of her contract. She was being charged
$24,000 to publish a book that we could have pub-
lished for under $10,000. The lesson here: always get
more than one quote before making a decision.
Despite the bad reputation of vanity presses that
has spilled over onto self-publishing, times are
changing. Authors who have chosen this route are
garnering a lot more respect due to the successes of
several self-published books. The Celestine Prophecy,
What Color is Your Parachute, and The Christmas Box,
just to name three, all became bestsellers and were
later picked up by large publishing houses.
Hundreds of other books have been successfully
self-published, and with this success comes re-
spectability from not only the book buyers, but also
from traditional publishing. Random House is
quoted as saying, “We’re always watching what’s
going on with self-publishers. We always ask our reps
to keep their eyes open.” And Simon & Schuster
commented that “every single publisher is on the
lookout for self-publishing,” and why wouldn’t they
be? If a self-published book is selling thousands of
copies, why not try and get a piece of that pie, since
5 See Self Publishing, continued, page 11
February 2008
by Carole London
the book has proven itself and risk is therefore mini-
mized.
Writers also receive considerable help today
through various groups such as CIPA, which are
teaching them to avoid the pitfalls. They are learning
the importance of having a book edited by a profes-
sional book editor and the covers created by talented
graphic artists. Such guidance benefits not only
today’s writers, but future writers, as well.
So, for all of you who have been dreaming about
self-publishing, now is the time. And for those who
have not thought about it before, you may want to
consider it. Why? Check out these reasons:
1. You want to get the attention of the big publish-
ing houses.
2. You’ve been turned down by 200 publishers. Re-
member that Chicken Soup for the Soul was turned
down by 140 publishers before Health Communi-
cations picked it up.
3. The subject of your book is very timely, and it
needs to get out as soon as possible. Self-publish-
ing can take 3-6 months, whereas traditional pub-
lishing can take 12-18 months or longer.
4. You want 100% of the profits, rights, and control
over the production of your book.
5. Your book is geared to a small niche audience,
such as family or regional histories among others.
Self-publishing now provides a viable option for
writers who want to get their books into the hands of
CIPA Signature
Book Marketing Matters
No doubt you agree that people think more
about solving their problems, learning something,
improving themselves, or being entertained than
they do about your book. However, if you can show
them how they can help themselves by reading your
book, you can increase your sales and revenue.
A three-step process helps you do that by focus-
ing your marketing efforts on the real reasons peo-
ple purchase anything—to benefit themselves. It
provides a tangible way to pinpoint the problems
people have and the ways in which your book can
help them.
Step One: Define your target reader. When
asked who their target reader is, many authors
reply, “I don’t know,” or “everybody who likes”
their topic. Either answer can reduce sales and prof-
its. If your book is for everybody, how much could
it cost you to reach them often enough to make an
impact—assuming you could find a way to do so?
This concept applies when selling books to spe-
cial markets/special industries. For example, you
need to define the target industry, the specific com-
pany, its products, and the people making or influ-
encing the purchasing decision. Find out what
problems the buyers might experience in selling
their products, and how your content might help
increase their companies’ revenues if used as a pre-
mium, self-liquidator, gift or employee motivator.
Step Two: Conduct a PAR™ analysis. A PAR
analysis is a brief description of the Problems rele-
vant to your target readers, the Actions they can
take to rectify their situations, and the Results they
can expect.
Using your research from Step One, list the
problems facing your target prospects. For each
by Brian Jud
Presenter at CIPA College, Friday, March 28, 2008
major problem (issue, situation, or circumstance)
facing them, describe the way your content will
show them how to take some action to resolve it.
Then explain the results the reader can expect after
taking that action. The outline looks like this:
Problem Action Results
1)
2)
3)
4)
The key is the Results column. This is the bene-
fit your target audience gets from reading your
book. Rank these in order of importance to the
reader, then communicate them in your publicity,
advertising, sales promotion, personal selling, on
your website, and on your book’s back cover.
Step Three: Use your PAR analysis to develop
a Benefit Statement. Prepare a concise statement
telling potential readers how they will benefit by
reading your book. Following this formula, write
your Benefit Statement in one sentence that will
describe the results target readers can expect to re-
ceive:
I help _______ (your target audience) who
want _______ (problem they want to solve)
get________ (results they want).
Using the PAR analysis above, your Benefit
Statement for the job-search book might read:
“I help unemployed people who want practical
answers to questions about finding a job learn ef-
fective job-search techniques and get the best job
quickly.”
People buy for their reasons, not yours. These
three steps can help you focus your attention where
See Book Marketing Matters, continued, page 11
6

Why Some Radio Interviews
Sell Thousands of Books
1. There are over 10,000 radio stations in America,
most with only a handful of listeners. The 80/20
rule applies to radio like everything else: 20% of
the stations reach 80% of the listeners. Want your
sales to skyrocket? Focus on the big shows.
2. Many people assume that a station with lots of
wattage (50,000-100,000 watts) has lots of listen-
ers. Often wrong. Many high wattage stations are
in LOW population areas with FEW listeners.
Many low wattage stations are in high population
areas with millions of listeners. Example: KBOI in
Boise has 10 times the wattage of KABC in Los
Angeles. But KABC has 10 times as many listen-
ers.
3. Many people assume that stations in big markets
(cities) have lots of listeners. Again, often wrong.
Example: WKXW in Trenton (Market #138) has
8 times as many listeners as KKLA in Los Angeles
(Market #2).
4. Bottom line: you want the shows with the most
listeners. Want your sales to skyrocket? You need
to focus on those programs that draw an audience
of at least 100,000.
5. Some people will tell you that sending out a fax or
e-mail blast is the best way to get booked on radio
shows. Not anymore. Ask yourself this: Do you
like reading your junk faxes and spam? Neither do
radio producers—especially the big ones. At best,
this method may get you a few calls from a few
little stations.
7
February 2008
by Alex Carroll
Presenter at CIPA College, Saturday, March 29, 2008
6. The best way to get booked on big radio shows?
CALL them. Why? Because they’re in radio and
they want to hear what you SOUND like! If
somebody else is calling for you (employee, PR
firm, etc.), be sure you have some interview
sound clips on your website.
7. After speaking to a big radio producer, you need to
follow up by sending them a press kit that pitches
your SHOW idea. Most people send them press
kits and news releases that pitch a STORY. Big
mistake. Stories are great for magazines and news-
papers—they’re in the story business. But radio
people are in show business. They want to know
how you will entertain and educate their audi-
ence.
8. There are 5 times as many radio listeners at 7:30
a.m. as there are at 9 a.m. Why? People commute
to work. Tip: Pitching a morning show? Ask for
an interview slot between 7:30-8:30 a.m. After-
noon show? 5:15-6:30 p.m. is the slot to get.
9. Send thank you letters after each interview. Offer
to be an emergency fill-in guest. Ask them to post
favorable listings on bulletin boards like Bitboard
or Radio Online. These member-only boards are
read daily by thousands of radio people and have
generated hundreds of extra interviews for me.
Alex Carroll is a best-selling author. Visit www.RadioPublic-
ity.com for a FREE list of the Top 20 Nationally Syndicated
Radio Shows in America.
CIPA Signature

Peak Publishing:
Climb to the Top! In Memoriam
CIPA College • March 27-29, 2008
by Anne Fenske, CIPA College Dean

But if you are a mere mortal like most of us, you

will definitely want to be at this college. In addition
to making lifelong friends and colleagues, you will
find help for all the following:
Marketing, Brian Jud, author of Beyond the Bookshelf
and more (see article in this issue)
It is with great sadness that I share news
Legal issues, Tonya Evans-Wells, founder of Legal of the untimely passing of CIPA Associ-
Write Publications ate Member Ric Simmons, owner of
Public Relations, Dan Janal, president of PR Leads LifeVest Publishing in Centennial, Col-
Branding, Ed Hoffman, founder of The Varrick orado, as a result of an allergic reaction.
Group (see Jan. Signature article) He was 53 years old. I had the pleasure
of knowing Ric through CIPA and
Foreign rights, Jay McCrary, publisher with Fox spent time discussing the publishing
Chapel Publishing business with him as he expanded his
Software for publishers, Ron Lawrence, publishers as- company’s offerings. He was a strong
sistant (see article in this issue) supporter of our organization and ac-
Successful book launches, Peggy McColl, Dynamic tively assisted us with our Young Au-
Destinies and NY Times best-selling author thors League awards program and our
Education and Literacy Foundation.
Radio PR, Alex Carroll, author of How to Beat the
Our Board of Directors is now dis-
Cops (see article in this issue)
cussing the creation of an annual award
Web marketing, Jennifer Thompson, Monkey C named in his honor. Ric will be well re-
Media membered.
Network marketing, Douglas B. Reeves, Leadership
and Learning Center and Broch Laureate Award Mike Daniels, Sheridan Books, Past President
winner 05-06 and Board of Directors - Colorado
Independent Publishers Association.
And last but not least, Google-Friend or Foe, Chris
Palma (see article this issue)
And don’t miss the pre-college newbie and advanced
sessions with these folks:
Editing – Karen Reddick, The Red Pen Editor
Printing – Tom Campbell, King Printing
See Peak Publishing, continued, page 11
8

From Sue Hughey
Google: Friend or Foe
Not only would this be a vastly inferior experi-
ence for you, the Web user, but also for the website
owner, who wants to be found in order to acquire
new customers or provide an audience for advertisers.
Fortunately, on the Web this is not the case due
to the simple fact that search engines scan and index
every word on every Web page. As a result, looking
for information about a little-known topic or even a
popular one will return thousands, and in some cases
millions, of results you had no idea existed.
Now imagine you could do the same with books.
Rather than needing to know the title, the author, or
perhaps the subject or genre to find information in a
book, you could search by well-known quotes, popu-
lar phrases, or even obscure keywords. Historically,
this hasn’t been possible, either offline or online.
Google Book Search is our effort to help change
that. By making it possible to search the pages of
millions of books that exist worldwide, we hope to
help people discover books as easily as they discover
Web pages.
How does Google Book Search work?
People who know they are looking for a book
can search through the full text of over 1 million
books at Google Book Search
(http://books.google.com). They can also discover
books while searching the Web at Google.com. In
other words, the hundreds of millions of Google
users can discover books they might otherwise never
have stumbled across, and any publisher—large or
small—can join the program to market its books for
free.
The Google Books Partner Program
A core challenge for many publishers is increas-
ing the visibility of their titles so they can reach peo-
9
February 2008
by Chris Palma
Presenter at CIPA College, Saturday, March 29, 2008
ple looking for books on specific subjects—particu-
larly as more and more people turn to the Web for
information. That’s the challenge Google Book
Search aims to help publishers meet.
The way it works is simple. Once you submit
your books, we digitize the full text so people search-
ing online for “origins of saffron” can see that this
very topic is covered on page 110 of your “History
of Food” title. When they click on a search result,
only a small portion of text appears—just enough to
give them a “taste” of the book, as though they were
browsing in a bookstore. If they decide they want to
buy the book, we make it easy by providing links to
online retailers and local bookstores (via BookSense).
If you sell your books directly from your site, it gets
top billing, appearing first in the list of purchasing
links.
The ultimate goal of Google Book Search is to
surface books in response to the millions of Web-
queries every day—and thereby turn Web-searchers
into book-buyers.
PEN & SWORD
Writing & Editing Workshops
Powerful Learning for Pros
LINDA LANE
719-289-4111
CIPA Signature
Are You Sending Your Book
to Book Expo America?
The Board
cited four goals in
presenting this
opportunity: to
offer members
BEA exposure for
their titles, to
showcase the best
of the books pro-
duced by our
membership, to
pitch every book
displayed in the booth, and to break even financially.
Ten CIPA Stars or EVVY winners will be invited
to exhibit their books in person at BEA. For a par-
ticipation fee of $300 per person, booth team mem-
bers receive tabletop display space, a one-hour slot
for book signings, promotion in the BEA catalog
and on the BEA website, plus a three-day show pass
to make direct contacts with the movers and shakers
of the book industry. Each participant will be as-
signed booth time, during which they will pitch all
the books on display and collect contact information
from booth visitors. Team members should plan to
cover their own travel, accommodations, and food.
Those unable to attend BEA can still have their
books displayed for a $75 fee. CIPA’s booth racks
can hold up to 50 books, so be sure to get your title
on the list early. To ensure that the booth team
knows enough about your book to represent it effec-
tively, each BEA participant will be asked to meet
with the team to pitch the book’s key features, pri-
mary audience, and, of course, the vital “elevator
speech.” The date for this will be set later.
10
by Judah Freed
During BEA, contact information will be col-
lected from booth visitors, along with notes about
which books attracted them. A report will be sent to
book contributors after BEA to allow follow-up by
the publisher. This innovation by CIPA is expected
to increase sales opportunities.
To qualify for display in the booth, a title must
have won an EVVY or met all the standards for sub-
mission to the EVVY book awards program. This
includes professional cover design and interior lay-
out, professional editing and proofreading, ISBN
barcode with price, and related elements.
Contributing publishers should send one or two
display copies of each title accepted along with 50
sales sheets for use by the booth team. CIPA will
cover the cost of shipping these to Los Angeles for
the show. The books and one-sheets will not be re-
turned.
An announcement with application information
will soon go out to all CIPA members. Watch your
e-mail and visit the CIPA website for details.
If you have questions, call CIPA trade shows chair Judah
Freed at 303-722-2110
Let a “Book Shepherd” be your guide.
Dr. Judith Briles has walked the talk...and talked the walk.
Get creative, practical and doable publishing and marketing
advice from Colorado’s Book Shepherd!
• Learn savvy secrets to pre-sell your book
• Create the platform to move your books
• Put the pizzazz in your promotions
Save thousands of dollars and fast-forward your learning curve
JUDITH BRILES CONSULTING
303.627.9179
coloradobookshepherd.com
 February 2008

eBook in Your Future, continued from page 1
the Internet. More than 10,000 publishers have
used ClickBank to reach customers worldwide and
to tap into the network of 100,000 affiliates that
promote the products sold on ClickBank. Learn
what is selling online and how eBooks fit into your
marketing plans.
His program will be followed by a panel pres-
entation featuring Alyson Stanfield (www.idrather-
beinthestudio.com), Laurie Weiss
(www.empowermentsystems.com), and other
CIPA member-publishers who have years of eBook
sales experience. They will talk about real-life busi-
ness models for selling eBooks.
If having a new revenue stream—and saving
trees that are cut down to produce paper for the
presses—sounds good to you, put CIPA’s February
16th meeting on your calendar.
Self-Publishing, continued from page 5
readers. Talk with various experts in the publishing
industry, and always get more than one quote. Be
smart and be wary, but most of all, be courageous.
In other words, go for it.
Henry David Thoreau said that “most men
[women] lead lives of quiet desperation and go to
the grave with the song still in them.” Don’t go to
your grave with your book still inside you. And
don’t be afraid of self-publishing. “Self ” is no longer
a dirty word.
Peak Publishing, continued from page 8
Independent Book Stores – Kathy Langer,
The Tattered Cover
Awards and Book Clubs – Mara Purl
Cover Design – Rebecca Finkel
Book Design – Karen Saunders (see article in up-
coming March issue
Book Promotion – Troy Cook, author of 42 Ways
to Rob a Bank
Book Manufacturing and POD – Ryan McMurtry,
Lightning Source
CIPA: Features and benefits – Judith Briles
Advanced Editorial Excellence – Laurie Wagner,
buyer
Tying it all together – Ken Amdahl
Don’t wait. Visit www.cipabooks.com and reg-
ister now. Invite a friend. They will not only thank
you, but be indebted to you for all the information
and skills they will get. See you there.
Anne R. Fenske owns Grace Acres Press, an Evangelical
publishing company celebrating six titles during its first
year of business.

Book Marketing Matters, continued from page 6

it belongs: on the needs of your prospects. Describe
your target readers, conduct a PAR analysis, write a
Benefit Statements for the typical prospect in each
of your target segments—and you should sell more
books more profitably.

Brian Jud hosts Book Central Station, where you can find
rated lists of suppliers to help you write, publish, and mar-
ket your books. Post your own reviews and add your favorite
suppliers. For a free trial, go to http://www.bookcentralsta-
tion.com/trial.asp. Contact Brian at P. O. Box 715, Avon,
CT 06001; (860) 675-1344;
brianjud@bookmarketing.com or go to http://www.book-
marketing.com

11
 CIPA Calendar
Denver CIPA monthly meetings are held
on the third Saturday of the month, Sep-
tember through June, except March
(when CIPA College and EVVY Awards
are held) and December.
IN 2008
Denver Meetings
February 16 Meeting Red Lion Hotel
February 28 ArmChair
March 27-29 CIPA College
WSCIPA
All dates are on the 1st
Saturday of each month
Programs:
February 2, May 3,
September 6, November 1
Informal Meetings:
March 1, April 5, June 7
July 5, August 2, October 4, December 6
Who We Are
We are the Colorado Independent
Publishers Association (CIPA), a non-
profit statewide cooperative of inde-
pendent book publishers. CIPA was
created in 1992 for the express purpose
of exchanging information on publish-
ing-related topics and organizing coop-
erative marketing programs. CIPA also
acts as a clearinghouse for information
of interest to independent publishers.
It is an affiliate of Publishers Market-
ing Association (PMA) and a partner
with Small Publishers Association of
North America (SPAN).
Signature is the monthly newsletter of the Colorado
Independent Publishers Association (CIPA)
Content and design©CIPA 2008
Many thanks to KIMCO for print-
ing this newsletter free of charge
(303.295.1172) and to Nancy
Lund for her cheerful assistance.
Newsletter layout by Barnes Design
Group, 269.469.6919. Contact
sallyjbarnes@aol.com to receive
promotional materials.
Gratitude and appreciation to
Barbara Munson, who lends her
eagle eye to Signature as proofreader.
Contact her at
www.munsoncommunications.com.

CIPA — Independent Publishers Working Together

S ee Y
Febr ou There
uary !
Meet
at th ing
R ed e
Lion
!
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Denver CO www.cipabooks.com
US Postage Paid Denver, CO 80250-1975
P.O. Box 101975
First Class Mail
Colorado Independent Publishers Association