custom publishing for dummies

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Custom Publishing

For

DUMmIES‰

John Wiley & Sons Canada, Ltd.

CANADIAN EDITIoN


Custom Publishing For Dummies®, Canadian Edition

Published by John Wiley & Sons Canada, Ltd. 6045 Freemont Boulevard Mississauga, Ontario L5R 4J3 www.wiley.com

Copyright © 2010 by John Wiley & Sons Canada, Ltd. All rights reserved. No part of this book, including interior design, cover design, and icons, may be reproduced or transmitted in any form, by any means (electronic, photocopying, recording, or otherwise) without the prior written permission of the publisher.

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Printed in Canada 1 2 3 4 5 PC 14 13 12 11 10

For details on how to create a custom book for your company or organization, or for more information on John Wiley & Sons Canada custom publishing pro-grams, please call 416-646-7992 or e-mail [email protected].

For general information on John Wiley & Sons Canada, Ltd., including all books pub-lished by Wiley Publishing, Inc., please call our warehouse, Tel 1-800-567-4797. For reseller information, including discounts and premium sales, please call our sales department, Tel 416-646-7992. For press review copies, author interviews, or other publicity information, please contact our publicity department, Tel 416-646-4582, Fax 416-236-4448.

Limit oF LiabiLity/DiSCLaimEr oF Warranty: thE PubLiShEr anD thE author makE no rEPrESEntationS or WarrantiES With rESPECt to thE aCCuraCy or ComPLEtE-nESS oF thE ContEntS oF thiS Work anD SPECiFiCaLLy DiSCLaim aLL WarrantiES, inCLuDing Without Limitation WarrantiES oF FitnESS For a PartiCuLar PurPoSE. no Warranty may bE CrEatED or ExtEnDED by SaLES or PromotionaL matEriaLS. thE aDviCE anD StratEgiES ContainED hErEin may not bE SuitabLE For EvEry Situ-ation. thiS Work iS SoLD With thE unDErStanDing that thE PubLiShEr iS not EngagED in rEnDEring LEgaL, aCCounting, or othEr ProFESSionaL SErviCES. iF ProFESSionaL aSSiStanCE iS rEquirED, thE SErviCES oF a ComPEtEnt ProFESSionaL PErSon ShouLD bE Sought. nEithEr thE PubLiShEr nor thE author ShaLL bE LiabLE For DamagES ariSing hErEFrom. thE FaCt that an organization or WEbSitE iS rEFErrED to in thiS Work aS a Citation anD/or a PotEntiaL SourCE oF FurthEr inFormation DoES not mEan that thE author or thE PubLiShEr EnDorSES thE inFormation thE organization or WEbSitE may ProviDE or rECommEnDationS it may makE. FurthEr, rEaDErS ShouLD bE aWarE that intErnEt WEbSitES LiStED in thiS Work may havE ChangED or DiSaPPEarED bEtWEEn WhEn thiS Work WaS Writ-tEn anD WhEn it iS rEaD.

trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affili-ates in the United States and other countries, and may not be used without written permission. All other trademarks are the property of their respective owners. Wiley Publishing, Inc., is not associated with any product or vendor mentioned in this book.


Contents at a Glance

Introduction.............................................1Foolish Assumptions .....................................................1How to Use This Book ...................................................2Where to Go From Here ................................................3

Part.I:.Publishing.the.Custom.Way............5Custom Publishing Explained.......................................6

For Dummies .............................................................8Frommer’s ...............................................................10CliffsNotes ...............................................................10Betty Crocker .........................................................11Better Homes and Gardens ...................................11Sybex .......................................................................11

Supplying Canadian Content ......................................12Working With Your Own Brand .................................13

Part.II:.Getting.the.Most.from..Your.Custom.Product...............................15

Assessing Your Options ..............................................15Using Wiley’s Global Network ....................................18Reaping the Benefits ....................................................19

Part.III:.Ten.Reasons.to..Partner.with.Wiley.................................23


Introduction

Welcome to the world of custom publishing, Wiley style! Here you’ll find out about how custom

publishing works, the global success of Wiley’s publish-ing brands, including the For Dummies phenomenon, and how partnering with Wiley can help promote your company, service or product.

Foolish.AssumptionsPerhaps you’ve picked up this book because you’re:

✓ Interested in new ways to get your company’s message out there.

✓ Unsure what benefits you’ll get above and beyond your traditional marketing methods.

✓ Hoping to partner your company with a premium brand but don’t want to break the bank.

✓ Looking for key information about custom pub-lishing in an easy-to-understand format because you’ve got other things to do — like marketing and running a company!

Deciding how to spend your marketing budget is a big responsibility — and this book can help you determine whether working with Wiley is the right choice for you. Sound good? Read on!


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How.to.Use.This.BookCustom Publishing For Dummies, Canadian Edition, has three concise but information-packed parts:

✓ Part i: Publishing the Custom Way: Exploring your options when partnering with Wiley.

✓ Part ii: getting the most from your Custom Product: Delving deeper into the custom publish-ing process and its benefits.

✓ Part iii: the Part of tens: A fun feature of For Dummies books, giving you a snapshot of the brands you can partner with.

Dip in and out of this book at will — go directly to any section that interests you or read the whole book from start to finish (go on, it’s not War and Peace!).

To make it even easier for you to find the info you need, handy icons are a staple of the For Dummies experience:

This icon targets hints and shortcuts to making the most of custom publishing.

Take into account these important points when considering your own custom publica-tion projects.

These true stories give you an insight into how custom publishing works in the real world.


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Where.to.Go.From.HereNow that we’ve piqued your interest, read on! If you have any questions or want to find out about the next step on the road to partnering with Wiley, contact [email protected] or call 647-290-8573.


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Part I

Publishing the Custom Way

In.This.Part▶ Finding out about Wiley’s custom publishing

opportunities ▶ Introducing the For Dummies series and its global

success▶ Reaping the custom publishing benefits

Custom publishing products provide you with a proven, successful route to your clients and cus-

tomers. Custom products offer a marketing solution that enables you to differentiate from your competi-tors, realize value for money, and link with incredibly successful brands. What more could you want?!

Unlike brochures or flyers, readers see a cus-tomized product as a premium product, one that they keep. This high customer regard means the custom product has longevity, and sets your company’s product or service apart from your competitors.


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Custom.Publishing.ExplainedCustom publishing is where a publisher works with a client to create a tailor-made product that exactly matches their needs. Your custom product can be almost any format, including print books, e-books, and content for your Web site or newsletter. The key to your product’s success is tailoring the content of the publication to your target audience—current or poten-tial customers, business associates, or anyone else you want to reach.

Custom products can be produced based on our exist-ing content or your existing content, or written on your topic. You can partner with one of Wiley’s brands, or you can choose to use your own brand. The following sections take a look at those two options. Regardless, we’ll work with you every step of the way to create the custom product that suits you best.

Figure 1-1: A selection of the Wiley brands you can partner with.

Wiley has been successfully creating customized prod-ucts using these brands with clients for years now. Figure 1-2 shows how some of our partners have used our brands so far.

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Figure 1-2: A selection of custom publications we’ve created with partners, using a variety of our brands.

Our branded books have been a big success because they:

✓ Enhance customers’ experiences, giving them a high-value “extra.”

✓ offer an independent voice, gaining the reader’s confidence.

✓ Provide a comprehensive resource, satisfying customers’ queries and curiosity.

Figure 1-2: A selection of custom publications we’ve created A selection of custom publications we’ve created A selection of custom publications we’ve created A selection of custom publications we’ve created A selection of custom publications we’ve created


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Here’s a quick look at some of Wiley’s many brands.

For.DummiesWiley’s For Dummies publishing program is a global phenomenon, the world’s number 1 knowledge brand.

For Dummies is a hugely popular brand for customiza-tion, helping our partners create some incredibly suc-cessful marketing and publicity campaigns, such as the ones shown in Figure 1-3.

Figure 1-3: Just a couple of examples of For Dummies custom books.

The first For Dummies book was a technology title published in the U.S. in 1991. Since then the series has taken the world by storm. Now more than 200 million For Dummies books are in print, in more than 30 languages! You’ll find a For Dummies book on almost any topic you can think of, and the new topics keep coming.


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The hugely popular For Dummies guides bring you:

✓ an unrivalled reputation for helping readers understand new or difficult subjects. Millions of people have learned how to use a PC, speak a new language, or brush up on their history thanks to Dummies.

✓ information on a zillion technical and consumer interest topics. Areas include computing, health, business, personal finance, real estate, sports, cooking, crafts and hobbies, and many, many more.

✓ a brand name with near universal recognition that’s constantly in the media. Movies, television shows, magazines — we’ve been featured in all of them, across the globe.

✓ a distinctive black-and-yellow cover design that’s instantly recognizable. Customers immedi-ately know the content is easy to understand, no matter how technical the topic.

✓ a lighthearted, unpretentious read. Accessible information feeds the reader’s knowledge and puts the fun back into fundamentals!


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Frommer’sFrommer’s travel products help you explore your travel destinations the way locals do. Whether you’re ventur-ing close to home or across the globe, whether your budget is limited or limitless, Frommer’s strives to live up to your customers’ discerning approach to travel by delivering the most candid and reliable information.

CliffsNotesStudents from junior high to grad school have been turn-ing to CliffsNotes to save study time since 1958. Now you

Creating a core promotional tool for Abbott Diabetes Care

Abbott Diabetes Care has been using Diabetes For Canadians For Dummies for four years as the core promotional tool of an extensive educational initiative for people with diabetes. The custom abridged version was circulated free of charge to key healthcare professionals including endocrinologists, diabe-tes educators, and pharmacy staff, and distributed to con-sumers directly through co-packing with FreeStyle & FreeStyle Lite blood glucose monitors. Abbott Diabetes Care also launched an in-store program to distribute both English and French versions of the book, and developed For Dummies branded counter packs for store use. From 2005 to 2008, Abbott distributed over 100,000 copies of the book due to great response to the promotion.


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can put the power of that brand to use, whether the audience you want to reach consists of current students or former students who have fond memories of how CliffsNotes helped them. Our expert writers can turn your material into a custom CliffsNotes title that delivers your message with the same trusted style.

Betty.Crocker.With more than 62 million cookbooks sold since 1950, Betty Crocker is the name consumers trust for reliable, tasty, easy-to-prepare recipes. From the classic “Big Red” cookbook to a wide range of specialty titles — nearly 40 in all — Betty Crocker has a cookbook that’s perfect for every taste.

Better.Homes.and.GardensBetter Homes and Gardens is the vibrant, down-to-earth guide for the woman who is passionate about her home and garden and the life she creates there. Assuring, experienced and wise, BHG surrounds her with refreshing ideas and directions that sparkle with clarity. We inspire her to dream and instill her with the confidence to create, improve and transform her sur-roundings and enhance her everyday life.

Sybex.Sybex is one of the world’s oldest and most respected publishers of computer books, offering more than a dozen unique series designed to help readers gain an in-depth understanding of specialized computer topics.


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Supplying.Canadian.ContentJohn Wiley & Sons Canada has a giant catalogue of Canadian titles, and it’s constantly growing. We offer both branded and non-branded books on a wide range of Canadian topics, from health, to personal finance and investing, to real estate — all written by respected Canadian experts. Any of our Canadian content can form the foundation of your custom publication.

Linking Your Brand with OursIf you choose to partner with one of Wiley’s brands, having your company’s name or logo on the front cover is the first sign your brand is linked to ours. But wait, there’s more! You can also include:

✓ Information on your company on the inside of the front cover, a kind of PR piece.

✓ Content specific to your company’s product or services, if you want to feature your company name in the title.

✓ Two pages of ads in the back of the book. Use the ads creatively. Standard ads can be powerful, but a special offer or promotion directing readers to a Web site is an opportunity to find out more about your customers.

Of course, your brand also gets the benefit of our brand, because our branded custom publications keep our trademark style. For example, when we produce a For Dummies book with you, the book looks and feels like every other For Dummies book — and is in fact worked on by the same team that pro-duces all our For Dummies titles — so the reader gets all the benefits they expect from a Dummies guide.


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Working.With.Your.Own.Brand

If you’d like to use your own brand to create a customized book, you can. By partnering with Wiley you’ll tap into our world-renowned pub-lishing expertise to create a marketing piece that exactly suits your brand. Figure 1-4 shows examples of projects where we’ve worked with partners to make the most of their own brand.

Figure 1-4: Just two examples of private-label books.


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Part II

Getting the Most from Your Custom Product

In.This.Part▶ Discovering your options▶ Going global ▶ Reviewing our most successful custom projects

Deciding which brand to use on a custom publica-tion is easy. Now comes the hard part — choosing

the format of your book and using it to its full potential.

Assessing.Your.OptionsGetting the maximum marketing benefit from your proj-ect means making decisions about what your audience wants. Think carefully about:


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✓ your topic. Focus on a specific product you pro-duce, a related area of interest, or on something completely different to pique your customers’ interest. The sky’s the limit when you partner with Wiley.

✓ your audience. Who are you trying to reach? Existing consumers? New customers? Decision-makers who might see a need for your offering? Or are you more interested in a premium? Your target audience is an important factor in how the book is crafted.

✓ your content’s source. We can generate content for you from the full breadth of Wiley’s list of pub-lications and tailor it to your needs. We can also work with any existing material that you have and want to use.

✓ your book’s format. Your book can be any size from the minibook format that you’re holding right now to a full-size coffee-table, glossy, full-color book.

We produce books in all shapes and sizes — whatever you feel best fits your message. If you need more room to explain your product or services, simply ask.


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Wiley goes for gold with official Olympic publications

When the Vancouver Games Organizing Committee (VANOC) was looking for a publisher of the official books commemo-rating the Vancouver 2010 Olympic and Paralympic Winter Games, it required a publisher that could deliver multiple titles, each focusing on a different element of the Games. Wiley was their partner of choice to capture the beauty of Canada and the excitement of the Olympics in print.

VANOC commissioned several books, including

✓ With Glowing Hearts, the official commemorative book of the Games,

✓ A Path of Northern Lights, which commemorated the Olympic Torch Relay, and

✓ O Siyam, a celebration of the Aboriginal art that was dis-played at various venues throughout the Games.

Wiley also worked closely with Olympic sponsors and part-ners to produce customized editions of these books, pro-viding personalized, enduring keepsakes of their support for the Games.


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Using.Wiley’s.Global.NetworkWiley is a truly global company, and we can help you reach a global audience. When you partner with us you have the opportunity to work with our worldwide net-work of offices and trusted publishing partners. We can produce translations of custom publications that can reach your audience wherever they are and in what-ever language they speak (see Figure 2-1).

Figure 2-1: We can produce custom publications in any language.


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Reaping.the.BenefitsWe could tell you how happy our custom publishing partners are with their projects . . . but we think they speak for themselves.

“[Our] most successful direct marketing campaign in 2007 featured the well-known For Dummies brand [. . . ] targeting the exporting community through DM, eDM, and magazine inserts, recipients simply had to visit a unique landing page or call a toll-free telephone number to request a free copy.”

—Export Development Canada

Figure 2-2: Wiley helped to connect people with EDC.


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“The team at Wiley was friendly, reactive and communicative throughout the entire process — not dummies at all! Our minibook created previously unseen levels of interests at trade shows, and continues to inspire high-value opportunities. We’re now looking at translating into different languages and printing more copies.”

—Sybase

Figure 2-3: Wiley helped Sybase to generate high interest at trade shows.

“We used Live Well: A Woman’s Guide to Optimum Health to attract visitors to our Web site, and it helped us reach 115 per cent of our online media target. It’s been popular with our financial advisors who use it in a variety of ways from client appreciation to lead generation.”

—Sun Life Financial


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Figure 2-4: Partnering with Wiley can help you to reach even more clients.

“Our collaboration with Wiley Publishing on this enture (The Design Mix) was truly amazing. We have forged a genuine partnership that is now being developed for future publishing projects.”

—Bombay Sapphire

Figure 2-5: Bombay Sapphire gin partnered with Wiley to create this stylish book.


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“Sheer genius!”

—IBM

Wiley custom publishing partners include com-puter software manufacturers, pharmaceutical companies, car manufacturers, and mobile phone companies from around the globe.

We’re waiting to hear from you!


Part III

Ten Reasons to Partner with Wiley

The Part of Tens is an important section of every For Dummies book, giving readers a quick — and often

humorous — snapshot of the topic. This Part of Tens is double the fun, because it summarizes why working with Wiley will work for you:

✓ Create cost-effective, sock-it-to-’em marketing.

✓ Establish a link with fabulous bestselling brands.

✓ Help your customer make the most of your prod-uct with tailor-made content.

✓ Distinguish your company from the competition.

✓ Add extra value to your product and services.

✓ Attract new customers.

✓ Take advantage of “pass-along” marketing with a book format, a format that customers are naturally reluctant to chuck away but very likely to share.

✓ Use content from the full list of titles from John Wiley & Sons, one of the world’s largest publishers.


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✓ Choose the size and format that suits your goals and budget.

✓ Join the crème de la crème of businesses that have already partnered with Wiley.

Just books? Not with Wiley!Custom books are hardly the only customizable products in the Wiley stable. We also offer

✓ Brand licensing. Let our team of brand experts help you develop the right product to suit the needs of you and your customers. When you partner with us you leverage the strength of some of the world’s leading brands to reach new audiences as well as new channels of distribution.

✓ Advertising & sponsorships. Wiley has the Web sites that your customers are already visiting, with Frommers.com, Dummies.com and CliffsNotes.com leading the way. Connect with an engaged audience in a rich multi-media environment, while positioning your message — and brand — alongside expert content.

✓ Branded digital content. That same content is available online, offering your customers Web-ready versions of our titles and empowering customers in every category. The licensing options are highly adaptable depending on your requirements and always focused on delivering the best experience to your users.


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✓ Custom digital content. Written in your unique tone and style, we are experts in developing content that will improve the customer experience and set your product apart. Wiley can create content optimized for search, driving traffic and converting to sales.

✓ Advertise in our books. Deliver your message to readers who are attached an engaged.

Ask your Wiley representative for more details. We’d love to share how we can take your message into new areas!


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Find out more about Wiley’s business solutions offerings by visiting:

www.publishingbyobjectives.com

Review content solutions, case studies and success stories; sign up for discounts and e-mail offers.


Made to Measure

For a free custom book sample on any topic, contact me now!Christiane Coté[email protected]

Made to Measure


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