Book- Business Lingo

■Trade Showsbookstore and finding two Dogwise titles in English on theshelf.) Dogwise sells some foreign rights, usually for between$1,000 and $10,000. Most of its foreign rights sales are topublishers in Germany, Japan, and Spain (in that order). “Ifsomeone comes to us and wants to translate and market oneof our titles, we say ‘Fine, here’s the price.’”The Internet has helped create international visibility for Dogwise.Type its name into Google.com and you may find thesame 50 pages of citations that I did. Or check Amazon.com,now the company’s most important trade customer, whichhad 180 listings for Dogwise titles on the day I searched.Some titles had more than 150 customer reviews, and somereviews had been evaluated by more than 500 readers.The Internet has helpedcreate international visibilityfor Dogwise.But the Web, with its plethora of free information, has alsochanged what Dogwise publishes. With all sorts of breedPartnerShip ® is YourShipping Connectionto discounts with thecountry’s mostexperienced and mostreliable less-thantruckload(LTL) freightcarriers.Call PartnerShip at 800-599-2902 or visitwww.PartnerShip.com/freightservicesto learn how to reduce your freightexpenses by 10-40%.UPS, UPS Freight, and the UPS brandmark are trademarks of United Parcel Service of America, Inc. All rights reserved.information free online, “wecan’t give away a breed book,”Woodward points out.And, of course, cyberspacehas changed how Dogwisemarkets. In part becausepeople can buy books “intheir pajamas,” as Woodwardputs it, and in part because ofthe increased travel costs ofexhibiting at shows, the Dogwisestaffers now attend only a few major events each year.Today, the company’s direct sales are largely through itsdetailed Web site (complete with virtual “shelf talkers” bystaff members), three staff members who handle customerservice (and often test products and strategies on the dogswho come along to work), and a newsletter that has 40,000subscribers. Direct sales, either at events or via the Web, nowaccount for 42 percent of sales revenue.What the Internet and all its opportunities haven’t changedis how the Woodwards approach business. They’re proudthat their books are all printed in the United States, proudthey have built a business that can support their families andseveral others in their small city, and proud they don’t haveto compromise their values to be successful. Working on,and with, the Web also hasn’t changed what the 60-ish seniorWoodwards believe is key in any publishing operation:“Specialize,” Charlene Woodward advises. “Get to knowyour market thoroughly, and don’t be in love with your ownopinion—remember you’re there to serve the customer.” ■Linda Carlson writes for the Independent from Seattle, where she shares an office with awirehaired fox terrier.Experience: 35+ years as a publisher and attorney.Providing legal services to the publishing industry.Practice areas include all aspects of publishing including: contracts,copyright and trademark matters, licensing of rights and acquisitions.Sponsor of The Publishing Law Center® www.publaw.comLloyd L. Rich, P.C.1163 Vine Street, Denver, CO 80206Tel: (303) 388-5215 • E-Mail: rich@publishingattorney.com36 | IBPA Independent | September 2012Lloyd_Rich_Ad_3.5x2.5_CMYK.indd 11/19/12 1:04 PM