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TUESDAY, MAY 26, 2009

12:30 – 1:30 P.M.

101. Welcome to the 2009 Publishing University
Congratulations! Attending Publishing University is your first step on the path to publishing success. This course highlights the three days of Publishing University programming and provides insightful recommendations for what courses to take and how to budget your time. This session will also offer a detailed orientation of IBPA and all of the opportunities available to help your publishing business succeed.
Speakers: Florrie Binford Kichler, President, IBPA, the Independent Book Publishers Association, Patria Press; Bob Goodman, IBPA Affiliates Chair, Silvercat Publications; Robin Bartlett, IBPA Educational Chair, American Heart Association.

Making Information Pay—Shifting Sales Channels and What Publishers are Doing About Them
Book industry trading conditions have never been tougher and many traditional sales channels are shrinking or disappearing completely. At the same time, new sales channels and business models are emerging and many companies are experimenting and reorganizing to capitalize on them. Join us for a 30-minute summary of the recent half-day program Making Information Pay, presented in New York in early May and sponsored by the Book Industry Study Group. Learn which sales channels are growing and which are declining, where publishers can find new sources of revenue to replace the old, and how publishers are strategizing for current and future success.
Speakers: Ted Hill, President, THA Consulting, BISG Director.

1:30 – 3:00 P.M.

102. Speed-Dating Your Distributor
You’ve heard of speed-dating on the personal side—well, here is speed-dating for your professional side. Take advantage of this unique opportunity to size up the top book distributors all in one location. Over the course of an hour and a half, attendees will be divided into small groups, each meeting with a different distributor for 12 minutes to hear about each company and ask questions. A bell will sound, and the groups will move to the next distributor, until each has been seen by every attendee. Meet key staff and get your questions answered.
Moderator and participant: Marianne Bohr, National Book Network (NBN)
Participants: Tom Doherty, Cardinal Publishers Group; Mark Suchomel, Independent Publishers Group (IPG); Richard T. Williams, Small Press United – IPG; Eric Kampmann, Midpoint; Lindsay Shuck, Consortium; Janet McDonald, IPS (Ingram Publisher Services); Sabrina McCarthy, Perseus; Elise Cannon, Publishers Group West (PGW); Terry Draughon, STL (Christian Publishers).

3:30 – 5:00 P.M.

103. KEYNOTE ADDRESS —
The Future of Publishing: Two Publishers—Two Views
You won’t want to miss Dominique Raccah of Sourcebooks and Rudy Shur of Square One Publishers offer their unique perspectives about what’s on the horizon for the book industry. Dominique founded Sourcebooks in her upstairs bedroom in 1987—today the company boasts an annual list of more than 300 titles, numerous New York Times bestsellers and revenues well into the millions. Rudy is a more than 30-year publishing veteran whose Square One Publishers has been tapped by Publishers Weekly multiple times as one of the 10 fastest-growing small publishers. Come meet these dynamic entrepreneurs and tireless innovators and get prepared for 2010 and beyond. Be inspired by their stories and energized by their vision.
Speakers: Dominique Raccah, Sourcebooks; Rudy Shur, Square One Publishers.

5:00 – 7:00 P.M.

WELCOME RECEPTION

More information to come…

WEDNESDAY, MAY 27, 2009

7:00 – 8:15 A.M.

Ask the Experts — Early Bird Session
Back by popular demand! Last year, attendees who were able to brave the early hours received thousands of dollars of FREE consulting advice. Don’t miss this special opportunity to meet with speakers and industry veterans for brief, one-on-one, private consultations on a wide range of publishing topics. They can review your publishing direction, book jackets, marketing plans, or anything else on which you’d like feedback. Bring your materials and bring your questions. You will have the opportunity to meet with several experts while enjoying coffee and a continental breakfast.
Moderator: Robin Bartlett, IBPA Educational Chair, American Heart Association.

8:30 – 10:00 A.M.

1A. Publicity 101: Piecing Together the Publicity Puzzle, Part 1— From Manuscript to Pub Date
Book publicity has many pieces. This session will make clear the pieces needed to effectively frame the launch of a new book (establishing an overall plan and timeline). Attendees will learn how to identify the critical corners and edge pieces (core Web site elements, elements of a strong pitch letter/email, galleys for trade reviewers and major magazines, early media releases, various online social-media elements, and more). Plus, discover other pieces needed to start filling in the final picture (connecting with your key audience online, refining your pitch, getting the right information to influential media in the best way, etc.). Attendees will be given a proven industry timeline, along with other valuable and practical handouts that they can depend on long after IBPA's Publishing University is over. An independent publisher will contribute first-hand, successful examples, including important do’s and don’t's of publicity learned the hard way.
Moderator and Speaker: Kate Siegel Bandos, KSB Promotions.
Speakers: Brad Hooper, Booklist Magazine; Victor Loos, Bayou Publishing.

1B. Libraries: The Untapped Opportunity
Unravel the mystery of library sales with key wholesalers and librarians, who provide step-by-step understanding of the title selection and marketing process. Learn the title selection process from collection-development librarians, including how to reach decision-makers and what materials are needed for decision-making. Also, discover the value of reviews and endorsements. Wholesale representatives will review the role of the wholesaler in reaching the public library market. Here’s your chance to leverage the wholesale relationship to maximize sales to libraries.
Speakers: Sally Neher, Baker & Taylor; Rick Shalayda, Director of Merchandising, Children's Divsion, Baker & Taylor; Elizabeth Duffy, Coordinator of Children's and Teen Sales, Eastern Region, Baker & Taylor; Miriam Tuliao, Assistant Director Collection Development, New York Public Library.


1C. Strategies for the Perfect Product Launch
Not all titles are destined to be winners, but you can improve their chances of success by implementing these actions as you prepare for publication. In this session you will learn creative, yet proven, and practical things you can do to ensure a more profitable and successful launch of any new title. You can use test marketing to experiment with different covers, submit galleys to book clubs or catalogs, and get celebrity endorsements. Other strategies may include arranging distribution to the trade as well as non-bookstore markets, devising introductory pricing specials, and developing innovative promotional campaigns.
Course Organizer: Jeanne T. Kramer, National Book Network; Stan Posner and Sandra Posner-Phillips, Travelsmart Publishing.

1D. The Ideal Manuscript for the Ideal Book
Editors have many responsibilities besides the manuscript, and writers must do everything they can to ensure theirs is ready for production. This presentation includes understanding the publisher’s style sheet (or creating one for your own company); developmental and line editing; conflict resolution; working with dialogue, description, action, and narrative; point of view; structure; character development; maintaining the author’s voice; and understanding submissions formats (whether for a publisher or your typesetter).
Moderator: Sal Glynn, Freelance Writer.
Speakers: Eric Elfman, Eric Elfman Coaching; Janet Goldstein, Janet Goldstein Enterprises; Chris Roerden, Edit It.


1E. Octopus Marketing: The Multiple Tentacles Approach to Creating Book Buzz Online (Web 2.0)
To make the most of Internet book marketing, you need more than a good Web site; you need a strong Web presence. In this course, you’ll learn dozens of ways to get ongoing exposure to your target audience across the Internet and how to leverage that exposure to build your mailing list and increase your sales. You’ll also discover how to break out of the big-splash, major-hype, book-launch mentality and realize the power of long-term, slow-build marketing, using numerous social-media and Web 2.0 strategies.
Speakers: Bob Baker, Spotlight Publications; Deltina Hay, Dalton Publishing; Maggie Lichtenberg, Open Heart Publishing.

1F. Fundamentals of Publishing Law and Update:
What Every Publisher Needs to Know
A comprehensive overview of legal issues that arise in publishing law, ranging from basic concepts to the latest developments in copyright, trademark, defamation, rights of privacy and publicity, digital rights, contracts and licensing, and international publishing transactions. This seminar also includes the latest advice on how to position a publishing business for merger or acquisition.
Speaker: Jonathan Kirsch, Attorney at Law, General Counsel for IBPA, and author of Kirsch’s Handbook of Publishing Law.

10:30 A.M. – 12:00 NOON

2A. Publicity 102: Piecing Together the Publicity Puzzle, Part 2— From Pub Date to One Year Out and Beyond
Since book publicity has many pieces, an effective ongoing publicity campaign is like filling in the puzzle’s frame established before and during the book’s launch (see Publicity 101). Learn about the interlocking elements that make the strongest image. A variety of strategies that have worked for other small and independent publishers will be shown and discussed to help spark ideas attendees can try. Sample releases, articles, and suggested resource lists will be provided, and their uses and importance will be outlined. The necessity of a strong online presence (blogs, a Web site, regular contributions to others’ Web sites, and a brief overview of social-media musts) will be covered. A media representative will offer tips on how to really pique an editor/producer’s attention. An independent publisher will share her experience with successful ongoing publicity campaigns.
Moderator and Speaker: Kate Siegel Bandos, KSB Promotions.
Speakers: Carol White, RLI Press; Dana Asher, Writer/Editor.

2B. Q&A with B&N, Borders, and Independents
Selling to trade bookstores is every publisher’s dream. They are critical to the success of your titles. But what magic does it take to get inventory into the chains or the local bookstore, or in the city where you have media breaking? The economics today have changed, and this is reflected in the inventory levels bookstores are willing to take in for new titles, regardless of the publisher. Here’s your opportunity to ask the tough questions that impact your company’s success. The process is different if you have a distributor or a wholesaler, or are doing it on your own. How do you get your books on the shelves and keep them there? What information do you need to provide? How are returns handled?
Speakers: Marianne Bohr, National Book Network; Marcella Smith, Barnes & Noble.

2C. Book Trailers and Beyond:
How to Use Online Video to Boost Your Book Sales
It’s no secret: the Internet has turned into a multimedia world. If you’re still using only a static, text-based Web site to promote your books, you’re falling behind. In this class, you’ll learn the many ways that authors and publishers can use video to lure customers and make sales. Book trailers have been all the rage lately, but they are only one of many ways to make the most of audiovisual content online. Learn production techniques for a limited promotion budget. This session will include actual clips authors have successfully produced.
Speakers: Bob Baker, Spotlight Publications; Steve O’Keefe, Patron Saint Productions; Rocky Lang, BookstoFilm.TV


2D. Crash Course in Getting and Giving Permission:
Coping with Quoting and Other Copyright Conundrums
This presentation will deal with fair use, copyright permissions, research procedures and resources, tracking methods, timelines, record keeping, understanding licenses and costs, and hints for researching text, authors, artists, and literary estate holders. Experienced presenters will offer insights on all aspects of permissions; an in-depth exploration and definition of subsidiary rights and special sales; and creative ideas to market and license such rights.
Speakers: Cynthia Frank, Cypress House; Christopher Kenneally, Director, Author and Creator Relations, Copyright Clearance Center; and Jonathan Kirsch, Law Office of Jonathan Kirsch.

2E. The Four Golden Rules Publishers Must Teach Their Authors to Make Their Books the Best That They Can Be
More than 35 years of promotion, publicity and publishing expertise have enabled Rick Frishman, publicist, publisher, best-selling author, spokesperson and industry leader to synthesize a program that will help independent publishers teach their authors how to turn their books into “the very best sellers they can be.” With his non-stop, machine-gun style, this savvy publishing expert will entertain, inform, and power-punch you with profitable, time-tested take-aways that are guaranteed to help you turn your authors into high energy, money-making machines. Simplistic in nature, but powerful in content, Rick will deliver the “Four Golden Rules” that every publisher must know and be able to teach his authors. You won’t want to miss one minute of this jam-packed, 90-minute extravaganza. A “mini-masters degree in practical publishing” from the man who wrote, designed and published the original volume and then sliced and diced it to sell again and again! Rick will share a lifetime of profit-making stories, successes and lessons learned, including his secret formula for helping publishers teach authors how to achieve publishing success: Golden Rule #1: publishing options, POD or self-publishing: what’s the best? Golden Rule #2: what you must know about online presence in today’s market. Golden Rule #3: publicty: how to get it and make it work for you. Golden Rule #4: social media and what authors must do to achieve maximum success.
Speaker: Rick Frishman, Planned Television Arts and Morgan James Publishers.

2F. Budgeting: A Step-by-Step Approach to Building Budgets
and Using Them to Increase Profits
Most budgets are just numbers on a piece of paper, but they can be immensely powerful tools. Find out how to build a better budget and how to use that budget to avoid future problems, spot opportunities, and capitalize on your strengths. This course is a step-by-step, hands-on view of what goes into building a useful budget, what the process of building it can do for you, and how to use the end results to effect the greatest possible improvements in your bottom line.
Speaker: Marion Gropen, Gropen Associates.

12:00 – 2:00 P.M.

KEYNOTE LUNCHEON

De-Mystifying Google Book Search— All the Books That Are Fit to Print (Online) and How Your Books Fit
Ever wish you could sit down with a live person from Google and get the real scoop as to how the search engine behemoth can help you sell more books? In this unique program starring a panel of publishers and Roland Lange, Strategic Partner Development Manager at Google, learn how to maximize your presence on Google Book Search and raise the online profile of your titles. Our publisher panel will pose questions to Mr. Lange guaranteed to inform, educate AND entertain. You’ll come away with tips to sell more books and a rare insight into an influential force on the book industry. Be there!
Presented by Roland Lange, Google, along with a panel of publishers.

2:00 – 3:30 P.M.

3A. From Ho-Hum to Hooked:
How a Killer Press Release Can Work Magic with Media
Of all the tools that make up a compelling and interesting press kit, the press release has the potential to create the most magic of all—if it’s created in the right format and with pizzazz. But how do you do that? What is the secret? How come some people get tons of responses on one release and others no response at all? The good news is that it isn’t brain surgery, but there are some very definite do’s and don’ts when it comes to creating press releases. In this session, we’ll cover not only releases for traditional and online media, but also how and when to approach media with your release. Samples of excellent releases that got results will be shared, along with some less-than-stellar releases that could have used a little help. You’ll walk away feeling much more confident in your ability to approach and interest media in your book and its important messages.
Moderator and Speaker: Joanne McCall, McCall Public Relations.
Speakers: Meredith Applebaum Coburn, Life and Style Weekly; Donna Babylon, Windsor Oak Publishing; and others TBA.

3B. Online Retailers: The Mystery and Necessity
In this popular class for publishers of all sizes, we will explore effectively selling books through online retailers. With direct input from expert panelists from major online retailers including Amazon.com, B&N.com, and Indiebound.com, learn how to market your title strategically in the ever-changing online channel. Who are the major players and why? How do you maximize your visibility on online retailers’ Web sites? What retailer-provided marketing options are available to promote your book? How do the vendor relationships work? What are the newest trends and developments in online book retailing? Join this session to learn the answers, with plenty of time for your questions.
Speakers: Tanya Hall, Greenleaf Distribution; Steve Carlson, Upper Access.

3C. Marketing from the Inside Out
Developing good sizzle for your book requires careful planning, market analysis, good design, and a strong marketing plan. Devote as much thought to the marketing plan as you have to development. Consider series, sequels, spin-offs, and long-term success. Think about all the sales channels: in-store, specialty markets, and online. Then step outside the box and get even more creative. Learn how to hit your readers’ hot buttons and create a connection that keeps them coming back for more and bringing friends.
Speakers: Sue Sylvia, Staircase Press; Carlene Sippola, Whole Person Associates/Pfeifer-Hamilton; Frank Gromling, Ocean Publishing.


3D. Terms, Trends, Technology, and Timelines:
Crossing All Your T’s When Printing Your Book
Getting your product manufactured is more than just a quick call to your local printer. You’ve got to be informed about how each decision, no matter how trivial it seems, can affect your product’s perceived value, your customer, the environment, and your bottom line. You’ll learn the terms you need to know to build a great book, how to develop a Request for Quotation (RFQ) that will net an accurate quote, and how to compare bids. You’ll also learn the pros and cons of domestic and offshore printing and get up-to-date information on publishing trends, such as the Green Press Initiative, recycled paper, and more.
Speakers: Lisa Pelto, Concierge Marketing & Publishing Services; Ken Coburn, Global Interprint; and Jonnie A. Bryant, McNaughton & Gunn, Inc.

3E. You Can Get There from Here:
How Distributors, Wholesalers, and Commissioned Reps Can Help Grow Your Publishing Company
Growing publishers often reach a point at which they decide they need to expand their reach, but how? Should they go with an exclusive master distributor and gain a sales force, or use wholesalers and keep their operations in-house? What about regional success vs. national risk? How do publishers work with commissioned sales reps? This course will not only provide information but will give you honest and direct pros and cons to each option. Much of the course is presented as Q&A, so bring your questions!
Speakers: Davida Breier, National Book Network; Craig Pollock, Ingram Book Company; Megan Weireter, The Harvard Common Press.

3F. Everything You Ever Wanted to Know About the Fundamentals of Web 2.0 and Social Media, but Were Afraid to Ask
Bring your questions about social media to this class and get the answers you’ve been looking for to enhance your presence on the Web. Social networks, blogging, podcasting, social bookmarking, video, wikis, photo-sharing, crowd-sourcing, social calendars, RSS feeds, and the mobile Internet are some of the major areas covered in this workshop. Experts will assist you in identifying which tools are best suited to your publishing goals and objectives.
Speakers: Deltina Hay, Dalton Publishing; Steve B. Mettee, Quill Driver Press; and others TBA.

4:00 – 5:30 P.M.

4A. Become a Media Magnet —
Top Pros Reveal Secrets to Use Everyday
Provide the right tip, angle, news nugget or teaser, and the media is hot to talk to you. Better yet, relationships are established that can pay a lifetime of dividends. But exactly WHAT is it that you write or say that makes the difference between YOU and everyone else? This group of seasoned experts will give a no-holds-barred look at what gets media coverage and what falls flat. You'll learn the cardinal rules when pitching print media and the commandments that you can’t break if you want to pitch broadcast media. Learn the surefire secrets to getting social media coverage and when to pass on this media choice. Four participants will be chosen to do a “speed pitch” and will receive feedback from the panel. Get your best pitch ready! Panelists will present both traditional and nontraditional ways of getting amazing media coverage. This session will give you a brain-infusion of ideas that you can implement right away. From a producer/editor at NPR who is now freelancing, an award-winning freelancer and contributing editor for LHJ.com (Ladies Home Journal), and an experienced PR professional, discover what the media loves and what they hate, and how you can become a go-to resource.
Moderator and Speaker: Carol White, RLI Press
Speakers: Sondra Forsyth, LHJ.com; DancerUniverse.com; Tom Peric, Galileo Communications; Jamila Bey, Freelance Journalist.

4B. Selling to the Niches:
What’s Different, What Works for Your Books?
Does your publishing company focus on Hispanic, Christian, African-American, or professional/college markets? Join other publishers and attend one of these niche breakout marketing presentations. Want to know the keys to unlocking sales in your specific segment? You will discover that the basic marketing tools are the same, but the players, pricing, trade shows, publications, and strategies are different. Learn from seasoned professionals in each category the critical differences in distribution and promotion. After a brief opening segment, we will break out into the individual niches. Come with your specific questions and learn from those who are experts in each niche.
Moderator: Sharon Castlen, Integrated Book Marketing.
Speakers: Terry Draughon, STL Distribution; Robin Bartlett, American Heart Association; Kassahun Checole, Africa World Press; and others TBA.

4C. How You Slice It:
Special Sales Will Open Doors to Greater Profits
Build your special-sales revenue and profits by extending your core business into new, profitable market segments. Learn techniques for smarter market segmentation and penetrating nonbookstore markets. Discover new ways to attract lucrative buyers and tap new markets, and learn the steps to achieve success.
Speakers: Brian Jud, Book Marketing Works; Dan Poynter, Para Publishing; Megan Weireter, Harvard Common Press.

4D. Chunking Your Content:
How to Create an Entire Product Line in Less Than 90 Days
Most published authors and recognized subject-matter experts have a gold mine of content stuffed away in file drawers, languishing on audiocassettes, or buried in the file directories of their computers. This content can take the form of published articles, taped presentations, half-rendered chapters, or random thoughts jotted down at the beach. This presentation will show you how to recycle and repurpose such forgotten material by chunking it into a series of digital products that could generate thousands of dollars (or euros) a month while you sleep. You will learn how to create monograph-length e-books, audio products, and even small print products that stand alone or can be aggregated into a series. You will learn how to produce and market more product than you ever imagined—in 90 days or less.
Speakers: Paige Stover Hague, Paige Wright Books, Acanthus Publishing; Paulette Ensign, Tips Products International.


4E. Sell More Books with The Power of Teleseminars
Market and sell your books, services, and expertise without ever leaving your office! Teleseminars reach multiple markets and multiple audiences with a single presentation. Easy-to-implement teleseminars will help you increase your national platform, reach a broader audience, and sell more books. Learn step-by-step how to plan, market, manage, and host profitable teleseminars designed to build your credibility, expert status, and market reach. Discover the power of social-media marketing to position your teleseminars like never before.
Speakers: Kathleen Gage, Turning Point Inc., Maxwell Publishing; and others TBA.


4F. How to Build a Strong Technical but Manageable Presence on the Social Web
Learn how to build a strong presence on the social Web without getting technically overwhelmed. This class will show you how to set up and implement essential social-media tools like blogs, social-networking sites, media communities, and social calendars. Learn how to integrate them so that your workload is greatly reduced. Discover how to blog once, upload a photo one time, enter an event in one place, and feed all of it into your social-networking pages, your blog, and your Web site. Creating this type of dynamic presence is necessary for success on today’s Internet. This process does not have to be difficult or ridiculously time-consuming. Careful planning can make it practically painless!
Speakers: Deltina Hay, Dalton Publishing; and others TBA.

4G. Trends in Bookselling at Barnes & Noble
This class will provide an overview of trends in bookselling at Barnes & Noble, Inc., including BarnesandNoble.com. It will include a report on 2008 results and first-quarter results for 2009, together with challenges and opportunities in bookselling for 2009. This session features Marcella Smith, Director, Small Press and Vendor Relations for Barnes & Noble. Marcella will talk about trends in the industry, what drives the business, successful promotions, and how a publisher can develop a successful relationship with Barnes & Noble.
Moderator and speaker: Marcella Smith, Barnes & Noble; and others TBA.

 

THURSDAY, MAY 28, 2009

Advanced Classes are marked with

To participate in classes marked with the "Advanced" graphic, you must have taken the Advanced Track on Wednesday or satisfy at least two of the following criteria:

1. Attend the basic class offered in the track
   
2. Attended at least one previous Publishing University
   
3. Three years’ experience in publishing
   
4. Publishing is your primary business
   
5. $250K in annual sales
   
6. Five titles published

7:00 – 8:15 A.M.

Ask the Experts — Early Bird Session
Back by popular demand! Last year, attendees who were able to brave the early hours received thousands of dollars of FREE consulting advice. Don’t miss this special opportunity to meet with speakers and industry veterans for brief, one-on-one, private consultations on a wide range of publishing topics. They can review your publishing direction, book jackets, marketing plans, or anything else on which you’d like feedback. Bring your materials and bring your questions. You will have the opportunity to meet with several experts while enjoying coffee and a continental breakfast.
Moderator: Robin Bartlett, IBPA Educational Chair, American Heart Association.

8:30 – 10:00 A.M.

5A. Expertizing for Greater Publicity
In today’s world, positioning is everything. A handful of publishers and authors seem to dominate, outconsult, and outsell everyone else. Want to have your authors become known as experts in their field and quoted by the media on a daily basis? Come listen to this publisher/author team explain the secrets of Expertizing and how you can get this sort of media attention for your books and publishing company. This course will cover everything from syndicating your writing to creating a Facebook fan club; from less expensive substitutes for the traditional (and outdated!) press release to creating a virtual presence on Second Life; from building an association around your niche topic to landing juicy speaking gigs where you get paid to showcase—yourself!
Speakers: Janet Heller, author of How the Moon Regained Her Shape; Fern Reiss, CEO of Expertizing.com and PublishingGame.com and International Association of Writers.  


5B. Not Just for Bookstores Anymore: Selling to “Other Retail”
Selling to “other retail” can produce even more volume than bookstores when the match is right. Understand how your topic can determine “other retail” sales opportunities: health books into natural food stores, golf books into pro shops, bowling books into sporting goods stores, art books into museum stores, children’s books into toy stores, and animal books into zoo gift shops. What is right for your book? How do you identify these locations? How do you reach and sell into these and similar locations? Who are the players, what do they need, how do you pitch and then supply inventory? Learn from publishers that do this every day and find a significantly greater level of profit.
Moderator: Robin Bartlett, IBPA Educational Chair, American Heart Association.
Speakers: Sharon Castlen, Integrated Book Marketing; Janet Spurr, Falmouth Heights Books.Guy Achtzehn, Premium Book Company.


5C. How to Negotiate Large-Quantity Sales
The ultimate objective is to close the sale. Learn the steps in the negotiating process. Recognize objections to terms and conditions and learn how to interpret others’ demands as opportunities. Identify your best negotiated outcome. What are you willing to—or not willing to—negotiate away in return for that outcome? It may be in your best interest to “fold ’em and leave the table.” But you can “hold ’em and succeed” if you know how.
Speakers: Brian Jud, Book Marketing Works; Tim McCormick, Books Are Fun/Imagine Nation Books.

5D. Understanding POD and Digital Printing:
How to Use Them as Tools for Success
There is a role for POD and/or digital printing in almost every publishing model. The key to using them successfully is understanding the many different services available and how to use those different services in the most beneficial way, without any surprises. This presentation will help you understand distribution, who retains what rights, who is responsible for doing what, and what the costs are. This class is designed to give you the information and resources you need to help you decide when POD and/or digital printing is right for you.
Speakers: David Prentice, Lightning Source, Inc.; Keith Reisinger, 360 Digital Books; Dan O. Snow, Unlimited Publishing.


5E. Turning Printed Books into Downloadable E-Books:
Creating Digital Reading for Those on the Move
Once your book is written and ready to be printed, it is time to think about other profit centers. E-books do not have to be printed, inventoried, or shipped. E-books are never returned. You will discover how to prepare the file, convert it into the five popular e-book formats, and submit it to resellers (dealers) such as Amazon.com, Palm, and Yahoo! A resource handout includes a step-by-step plan plus contact names and phone numbers. Learn from the industry guru, Dan Poynter, who has been selling e-documents and e-books since 1996.
Speakers: Dan Poynter, Para Publishing; Mark Coker, Smashwords, Inc.

5F. 2009 Legal Issues In Publishing
Publishing law during the first decade of the 21st century has been dynamic, as print and electronic publishing issues have dramatically changed the publishing landscape. This program will keep you current on recent publishing legal decisions, legislation and issues that are important for your publishing program. Topics discussed will include (1) copyright law, including Fair Use and Orphan Works and (2) print and electronic publishing contracts and issues, including the Google Book Search Settlement Agreement.
Speakers: Lloyd Rich, Law Offices of Lloyd Rich; Jon R. Tandler, Isaacson Rosenbaum, P.C.; Lloyd Jassin, Law Offices of Lloyd J. Jassin.

10:30 A.M. – 12:00 NOON

6A. How to Get the Most Out of Your Publicity Dollars
No publisher has an unlimited budget to make your publicity splash. We will discuss how you can get the most bang for your literary buck in this interactive workshop, including pricing options, book tours, satellite tours, resources, and what to expect and not expect in relation to various publicity packages.
Speakers: Marika Flatt, PR by the Book; Kim Weiss, HCI Books and Kim Weiss Publishing Services.

6B. Converting Promotion into Book Sales: Exposing the Secrets
You’ve worked hard to launch your book and have achieved great national and local promotion. Does this guarantee sales? Often not! This reality often comes as a huge surprise to publishers. What are the critical steps needed to convert media exposure into sales? What do your distribution channel and bookstores need to know, and when? And what about the sales and consumer catalogs you worked so hard to land? Does this result in immediate sales? Learn the secrets to converting promotion and sales copy into cash from publishers that have been there.
Speakers: Sharon Castlen, Integrated Book Marketing; Bobbye Middendorf, Write Synergies Copywriting; Anthony Pomes, Square One Publishers.


6C. Creating a Living Brand: Building a Brand Strategy and
Brand Loyalty in Your Market Segments
We hear the term “branding” a lot these days, but what is it? And how do you build your own unique brand? Starting with the fundamental definitions of brand and branding, this course will walk you through the process for developing and implementing a brand strategy. Whether you’re an author, publisher, or publishing professional, your success begins with having a solid brand—it’s the foundation on which your marketing and promotions are built. It’s what keeps you memorable in your audiences’ minds. This course will teach you how to implement the brand strategies used by publishing successes such as Stephen King, Hay House, the Chicken Soup series, J.K. Rowling, and the Dummies guides.
Speakers: Andrew Chapman, July Publishing; Karla Olson, BookStudio; and others TBA.


6D. Marketing the “Wow Factor” — 
Planning for Overnight Success
Here’s how to get ahead of the competition by publishing innovative titles to take advantage of events or niche opportunities. Promoting your books with a “Wow Factor” will catch your competitors off guard. Build buzz and word-of-mouth communication. Climb inside your readers’ heads and create a disciplined marketing program from the ground up that creates a fresh, appealing promotional campaign to the target audience.
Speakers: Sue Sylvia, Staircase Press; Penny Sansevieri, Marketing Experts, Inc.; Frank Gromling, Ocean Publishing.


6E. How to Create Massive Visibility Online:
Three Simple Strategies to Attract More Book Buyers
You’ve been blogging for awhile and are now ready to take the next step. Think about it: many of your ideal readers go online every day, and some have problems that only your book can solve, but sadly, most of them can’t find it. Using a simple, three-step, massive-visibility strategy, these savvy blog experts will teach you how to create an online presence so that more people will discover you and feel more connected to what you have to say. The natural next steps for these people are to buy your book, book you for speaking gigs, and offer more opportunities. The three steps to blogging success are: 1. Blogging techniques that speak direct to the buyer and offer value, plus content building ideas. 2. Optimizing your blog for increased visibility including subscriber tools, RSS, SEO tips, free tools, and widgets/plugins that enhance a reader's experience. 3. Micro-blogging, blog commenting and linking a blog with social networking opportunities to drive traffic and increase search engine ranking.
Speakers: Jeniffer Thompson, Monkey C Media; Joanne McCall, McCall Public Relations; Michelle Price, A Third Mind New Media.


6F. Advanced Marketing Strategies for Tough Economic Times
The four controllable elements of any marketing mix are the product you sell, its price, the distribution system you choose, and the ways in which you promote it. And there are countless combinations in which you can organize and manipulate these weapons. Here you will discover how to create and implement marketing strategies that are practical and profitable, particularly in tight economic times. Find new ways to create and implement marketing strategies that are repeatable, relevant, and realistic for long-term marketing success.
Speakers: Tom Woll, Cross River Publishing; Mitch Muncy, Institute for American Values; Cevin Bryerman, Publishers Weekly.

6G. Selling Children’s and YA:
Expanding Opportunities in Schools and Bookstores
In this highly competitive segment of the book market, learn the savvy secrets to selling more books and having fun! Experienced publishers of children’s and young adult books share practical ideas for creative marketing and increasing sales. Find out how to sell into schools and create speaking opportunities that pay. Learn about accelerated reader programs and how to get your book on an exclusive list that generates high-volume sales for years to come. Discover how to pitch to both the school media specialist and the children’s/young adult buyers at public libraries. Bring your questions and leave with a list of new strategies and resources to expand your sales of children’s and young adult titles.
Speakers: Lee German, Sylvan Dell Publishing; Pamela Bauer Mueller, Pinata Publishing.

12:00 – 2:00 P.M.

KEYNOTE LUNCHEON

Give the E-Readers What They Want—Content Delivery in a Digital Future
In an era that in recent times has seen print book sales steadily declining, e-book sales are on the rise. “It’s the content, stupid” has been the mantra, and nowhere has that been more evident than in the growing numbers of e-book readers that range from the Sony e-reader to the Apple iPhone and beyond, and ebook READERS who are migrating to their cell phones and devices for everything from the New York Times to their favorite novel. As a publisher, how do you create your own digital strategy to reach consumers who now have more choices in HOW they read than ever before? Join this panel of experts who have revolutionized the reading experience as they talk about the brave new world of publishing and how publishers can best take advantage of new and ever-changing technology. How can you reach this growing market? Learn the answers and more in this must-attend program presented by companies whose names are synonyms for technological innovation and leadership.
Presented by Mark Coker, Smashwords; Neelan Choksi, Lexcycle; Daniel Albohn, Sony; Tricia Roth, ReadHowYouWant.

2:00 – 3:30 P.M.

7A. Media Training 101: From Pitch to Appearance—
Finding and Using Smart Hooks and Sound Bites
Landing the interview is the first step. Acing it is next. And making it work for you is the goal. This interactive workshop will teach you how to find your hooks and sound bites, how to use them to get booked, and then how to use the booking to close the sale of you and your book.
Speakers: Antoinette Kuritz, Strategies; Brian Jud, Book Marketing Works.


7B. The Author’s Pivotal Role in Profitable Sales and Marketing
The author, an excellent source of contacts and content resources, can open doors to niche markets. Yet the author often goes untapped. Amazing but true! Even for the self-published author who doesn’t realize the impact he or she can have! Do you have an author questionnaire to gain valuable insights about your authors and ways they can contribute? Who do your authors know in their subject areas that can be tapped for endorsements or large-volume sales? What organizations do your authors belong to or know about that can be translated into volume sales? How can your authors reach out to their niches through speaking engagements? Veterans will teach you how to tap your authors’ skills and knowledge and prepare them to maximize sales.
Moderator/Speaker: Jennifer Storm, Author and Director of Victim/Witness Assistance Program.
Speakers: Linda Settles, Edict House; Claudine Wolk, New Buck Press.

7C. The Publisher’s Repair Kit
If your book is struggling or faltering in the marketplace, this course is for you. Discover new strategies, techniques, resources, and ideas to help you to more realistically evaluate your project. Find out how to reshape your marketing program and redirect your marketing energies, thus creating a more viable product and greater opportunities for success.
Speakers: Bobbye Middendorf, Write Synergies Copywriting; Dominique Raccah, Sourcebooks.


7D. Linking Marketing and Editorial Calendars for a More Profitable Launch
Connecting the dots to create a stronger bottom line with much less stress begins with blending the calendar priorities for both editorial and marketing. Learn from the experts why you need to have your timeline in place for marketing when you are still actually writing the book. What are you creating in the book that will feed into the press releases and even e-book products? How is the timing of getting the endorsements tied to completing the final edits and proofreading? The long lead time book clubs require dramatically impacts the date you need the final permissions for illustrations; and distributors need the manuscript and marketing information long before you are actually ready to print galleys. How can this jumble of dates and needs be sorted out before the “urgent” bell rings or opportunities are lost on the first book? Come with your book projects in mind and learn a smooth process for connecting the dots leading to a cost- and time-effective production and launch.
Speakers: Sharon Castlen, Integrated Book Marketing; Cynthia Frank, Cypress House; and others TBA.


7E. Using Advanced Social-Media Tools for Book Web 2.0 Exposure
You’ve heard about book authors setting up Facebook pages. You’ve watched how quickly blogs can spread a powerful viral message. This hands-on class will give you a step-by-step practical guide to understanding and using various online social-networking tools, channels, and sites for book-publicity purposes. We’ll show you how to avoid common pitfalls. Hear about building blogs, microblogs (Twitter), podcasts, media sharing (Flickr, YouTube), social reference (Wikipedia), social news (digg), social bookmarking (del.icio.us), and even virtual worlds (SecondLife). We’ll also address the new Social Media press release for building online buzz for a book launch. Attendees will leave with a small e-book titled “Get Your Social Media On”—filled with takeaways, action items, two case studies, and a how-to template.
Speakers: Nettie Hartsock, Hartsock Communications; David Mathison, Be the Media.


7F. Rock Star Publicity:
Book Promotion for the Bold and the Bashful
Books don’t sell themselves. It takes a marketing-savvy author to create a successful book project. We will discuss promotion for the assertive author and give promotional alternatives for those who can’t handle the limelight. Promotion is not a one-time event. It must be ongoing for as long as you want your book to sell. We will help you establish a promotions plan that will result in impressive book sales now and for years to come.
Speakers: Marika Flatt, PR by the Book; Dayna Steele, author of Rock to the Top: What I Learned About Success from the World’s Greatest Rock Stars; Dottie DeHart, DeHart & Company.

4:00 – 5:30 P.M.

8A. How to Grow Your Publishing Company in Times of Turmoil:
Practical Ways to Control Cash, Inventory, and Other Key Expenses While Expanding Markets
In these tough times for publishers of all sizes, controlling cash and inventory, as well as other key expense items, and generating new market opportunities are keys to your long-term success. This session will help you focus your attention on the parts of your business that are critical: 15 practical ways to improve your cash flow; understanding what your customers want and need; how to control inventory investment; what expenses are best to cut, which to expand, and which should you leave alone. If you are concerned about the current state of your business and its future, this is the one course for you.
Speaker: Tom Woll, Cross River Publishing.


8B. Expanding Sales through Book Related Products.
Selling one book to one buyer at a time keeps you moving forward. But want to run instead of walk? Want to share your message with MANY people and make MORE money? This advanced course shows you how to leverage your content into at least 7 products with minimal costs. Experts who have done this successfully will also help you identify new and larger bulk sales clients, with no returns and create “rights” deals online or offline. This entertaining and informative workshop helps you increase profits whether you like selling or not. Leave this session with renewed energy and new ideas for products and markets.
Moderator/Speaker: Paulette Ensign, Tips Products International.
Speakers: Sam Henrie, Wheatmark Inc.; Sandra Posner-Phillips, Travelsmart Publishing.

8C. The Power of Book Design:
From the Stunning to the Downright Absurd
Learn why some cover and interior designs allow books to sell, while others drive buyers to the competition. Learn what makes design so important to a book’s sales and how to do it right the first time and every time. Tips, tricks, and pitfalls will be discussed, whether you’re designing it yourself or hiring a professional. Get your books noticed for the right reasons and into the hands of sellers, distributors, and reviewers! Includes Q&A, a slide show of sample covers including before-and-after samples, and critiques of attendees’ books.
Speakers: Tamara Dever, TLC Graphics; Cissy Tiernan, Blue Sky Media Group; Erin Stark, TLC Graphics.

8D. Optimize Your Press Kit for the Internet
Did you know that the perfect press kit that goes with your book to reviewers doesn’t work online? Learn how to optimize your press materials for the Internet, including trim; optimize your news release for online delivery; add color artwork; and format photos. For the best impression, you can also prepare a featured excerpt, add a video presentation on YouTube, and create and maintain a keywords tracking document. Experts will show you how to use and tweak Google Alerts to monitor your impact.
Speaker: Steve O’Keefe, Patron Saint Productions.

8E. Meet the Media Opinion Makers
A great interview, a well-placed article, or a good review can make sales of your book go through the roof. So how do you pique media interest? How do you get the opinion-makers to respond to your call, your email, or your mailing? Learn directly from some of the movers and shakers in the media just what they are looking for in a guest, interview, or article; what kind of PR materials make them sit up and take notice; what it takes to get their attention and to make them put you in print or on the air; and what turns them off. This interactive panel discussion will provide practical, useful knowledge.
Moderator: Antoinette Kuritz, Strategies Literary Public Relations.
Speakers: Jaclyn Levin, The Today Show; Patty Neger, Good Morning America; Sue Solomon, The View; Chase Bodine, CBS Early Show.

8F. Trends in Bookselling at Barnes & Noble
This class will provide an overview of trends in bookselling at Barnes & Noble, Inc., including BarnesandNoble.com. It will include a report on 2008 results and first-quarter results for 2009, together with challenges and opportunities in bookselling for 2009. This session features Marcella Smith, Director, Small Press and Vendor Relations for Barnes & Noble. Marcella will talk about trends in the industry, what drives the business, successful promotions, and how a publisher can develop a successful relationship with Barnes & Noble.
Speakers: Marcella Smith, Barnes & Noble; and others TBA.