Making Everything

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Custom Publishing
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Custom Publishing
FOR

DUMmIES

Custom Publishing For Dummies Published by Wiley Publishing, Inc. 111 River Street Hoboken, NJ 07030-5774 Copyright 2010 by Wiley Publishing, Inc., Indianapolis, Indiana Published by Wiley Publishing, Inc., Indianapolis, Indiana No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/ go/permissions. Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates 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.
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Table of Contents
Introduction ............................................1
Foolish Assumptions .....................................................1 How to Use This Book ...................................................2 Where to Go from Here .................................................3

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

Custom Publishing Explained.......................................6 Working with Wileys Brands .......................................6 For Dummies .............................................................8 Frommers .................................................................9 CliffsNotes ...............................................................10 Betty Crocker .........................................................10 Better Homes and Gardens ...................................11 Wrox .........................................................................11 Howell Book House ................................................11 The Unofficial Guides .............................................11 Working with Your Own Brand ..................................13

Part II: Getting the Most from Your Custom Product .....................................15
Assessing Your Options ..............................................15 Using Wileys Global Network ....................................17 Reaping the Benefits ....................................................17

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

Introduction

elcome to the world of custom publishing, Wiley style! Here youll find out about how custom publishing works, the global success of Wileys publishing brands, including the For Dummies phenomenon, and how partnering with Wiley can help promote your company, service, or product.

Foolish Assumptions
Perhaps youve picked up this book because youre: Interested in new ways to get your companys message out there. Unsure what benefits youll get above and beyond your traditional marketing methods. Hoping to partner your company with a premium brand but dont want to break the bank. Looking for key information about custom publishing in an easy-to-understand format because youve 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!

How to Use This Book

Custom Publishing For Dummies has three concise but information-packed parts: Part I: Publishing the Custom Way: Exploring your options when partnering with Wiley and the Wiley brands you can partner with. Part II: Getting the Most from Your Custom Product: Delving deeper into the custom publishing process and its benefits. Part III: The Part of Tens: A fun feature of For Dummies books, giving you a snapshot of the benefits of partnering with Wiley. 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, its 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 publication projects. These true stories give you an insight into how custom publishing works in the real world.

Where to Go from Here

Now that weve 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 (317) 572-3205.

Part I

Publishing the Custom Way

In This Part
Finding out about Wileys custom publishing

opportunities

Introducing the For Dummies series and its global

success

Reaping the custom publishing benefits

ustom publishing products provide you with a proven, successful route to your clients and customers. Custom products offer a marketing solution that enables you to differentiate from your competitors, realize value for money, and link with incredibly successful brands. What more could you want? Unlike brochures or flyers, readers see a customized product as a premium product, one that they keep. This high customer regard means the custom product has longevity and sets your companys product or service apart from your competitors.

Custom Publishing Explained

Custom 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 how-to videos. The key to your products success is tailoring the content of the publication to your target audience current or potential customers, business associates, or anyone else you want to reach. Custom products can be produced based on our existing content or your existing content, or written on your topic. You can partner with one of Wileys brands, or you can choose to use your own brand. The following sections take a look at those two options. Regardless, well work with you every step of the way to create the custom product that suits you best.

Working with Wileys Brands

Wiley is the proud owner of a long and prestigious list of customer-friendly brands and titles ripe for customization. Figure 1-1 shows a selection of our brands.

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

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

Figure 1-2: A selection of custom publications weve created with partners, using a variety of our brands. Our branded books have been a big success because they: Enhance the customers experience, giving them a high-value extra. Offer an independent voice, gaining the readers confidence. Provide a comprehensive resource, satisfying customers queries and curiosity. Heres a quick look at some of Wileys many brands.

For Dummies
Wileys For Dummies publishing program is a global phenomenon, the worlds number-1 knowledge brand. For Dummies is a very popular brand for customization, helping our partners create some incredibly successful marketing and publicity campaigns, such as the ones shown in Figure 1-3.

Figure 1-3: Just a few 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! Youll find a For Dummies book on almost any topic you can think of, and the new topics keep coming. The popular For Dummies guides bring you: An unrivalled reputation for helping readers understand new or difficult subjects. Millions of

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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 consumerinterest 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 thats constantly in the media. Movies, television shows, magazines weve been featured in all of them, across the globe. A distinctive black-and-yellow cover design thats instantly recognizable. Customers immediately know the content is easy to understand, no matter how technical the topic. A lighthearted, unpretentious read. Accessible information feeds the readers knowledge and puts the fun back into fundamentals!

Frommers
Frommers travel products help you explore your travel destinations the way locals do. Whether youre venturing close to home or across the globe, whether your budget is limited or limitless, Frommers strives to live up to your customers discerning approach to travel by delivering the most candid and reliable information.

10 A very Sharp success!

When American television broadcasts were poised to switch from analog to digital, Sharp partnered with the For Dummies brand to create a 48-page English/Spanish flipbook called DTV Transition For Dummies, Sharp 2008 Pocket Edition. The minibook went out both as a value-add printed book to retailers and as a digital download for online customers. The result, according to Terri Siebert at Sharp, was a huge success. The overwhelming response resulted in a second press run and the digital download option proved to be aninvaluable tool for online consumers. Our channel partners appreciated the strength of using the For Dummies brand and utilized this wonderful bilingual booklet as an opportunity tooffer afree value-add at retail.

CliffsNotes
Students from junior high to grad school have been turning to CliffsNotes to save study time since 1958. Now you 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

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Red cookbook to a wide range of specialty titles nearly 40 in all Betty Crocker has a cookbook thats perfect for every taste.

Better Homes and Gardens

Better Homes and Gardens is the vibrant, down-toearth guide for the woman who is passionate about herhome 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 surroundings, and enhance her everyday life.

Wrox
Wrox Press, established in 1992 to publish books for computer programmers, features books written by programmers for programmers, and the Wrox brand means authoritative solutions to real-world programming problems.

Howell Book House

Howells pet publishing program includes books and reference works that inform, entertain, and give guidance in the care, behavior, training, and enjoyment of dogs, cats, birds, horses, fish, reptiles, and amphibians.

The Unofficial Guides

The Unofficial Guides present factual, unbiased information about travel destinations, technology, real estate, business, health, and lifestyles. Readers can rely on The Unofficial Guides to deliver authoritative, must-know information not influenced by any company or organization.

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Linking your brand with ours

If you choose to partner with one of Wileys brands, having your companys name or logo on the front cover is the first sign your brand is linked to ours. But wait, theres more! You can also include: Information on your company on the inside of the front cover. Content specific to your companys 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 reader offer or competition 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 produces 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 youd like to use your own brand to create a customized book, you can. By partnering with Wiley youll tap into our world-renowned publishing expertise to create a marketing piece that exactly suits your brand. Figure 1-4 shows examples of projects where weve 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

eciding which brand to use on a custom publication is easy. Now comes the hard part choosing the format of your book and using it to its full potential.

Assessing Your Options

Getting the maximum marketing benefit from your project means making decisions about what your audience wants. Think carefully about: Your topic. Focus on a specific product you produce, a related area of interest, or on something completely different to pique your customers interest. The skys the limit when you partner with Wiley.

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Your audience. Who are you trying to reach? Existing consumers? New customers? Decisionmakers who might see a need for your offering? Orare you more interested in a premium? Your target audience is an important factor in how the book is crafted. Your contents source. We can generate content for you from the full breadth of Wileys list of publications and tailor it to your needs. We can also work with any existing material that you have and want to use. Your books format. Your book can be any size from the minibook format that youre holding right now to a full-size coffee-table, glossy, fullcolor 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.

Blue-chip branding
Daimler wanted to create a book that represented not just a corporate history, but the story of one of the worlds most recognized brands: Mercedes-Benz. In consultation with Daimler, Wiley created Enduring Passion, a beautiful premium-quality product that truly represents the essence and ethos of Mercedes-Benz. Simultaneously published in English and German, the book has been a great success, fulfilling Daimlers marketing objectives and proving a hit with both business and car enthusiast audiences.

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Using Wileys Global Network

Wiley 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 network of offices and trusted publishing partners. We can produce translations of custom publications that can reach your audience wherever they are and in whatever language they speak (see Figure 2-1).

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

Reaping the Benefits

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

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Dummies custom publishing allowed Google to tap an audience and educate them in an exciting new way. The respect that our target audience has for the Dummies brand helped to ensure a successful campaign. Google

Figure 2-2: Wiley helped to connect people with Google. The response we have had from call centers around the world has been phenomenal. The fact that our guide (Direct Debit For Dummies) has made it all the way to Kathmandu illustrates the global value of the information we developed and the positive impact it can have on

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customer service levels for some of the UKs biggest corporations. BACS, UK The team at Wiley was friendly, reactive and communicative throughout the entire process not dummies at all! Our minibook created previously unseen levels of interest at trade shows, and continues to inspire high-value opportunities. Were 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.

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We used Live Well: A Womans Guide to Optimum Health to attract visitors to our website, and it helped us reach 115 per cent of our online media target. Its been popular with our financial advisors who use it in a variety of ways from client appreciation to lead generation. Sun Life Financial

Figure 2-4: Partnering with Wiley can help you to reach even more clients. [Our] most successful direct marketing campaign in 2007 featured the well-known For Dummies brand [] targeting the exporting community through DM, eDM, and

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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 Our collaboration with Wiley Publishing on this venture (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. Feedback on the book (Diabetes For Dummies) is very positive. It is proving to be a very popular book with GPs. AstraZeneca UK

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The professionals behind the For Dummies concept understand the power of effective communication and have found a way to bottle it. Their editor turned our rough-andready text into a first-class publication that our customers are still raving about and using 12 months on. Thorpe-Bowker Australia Adding the Dummies book to our cookware sets was our most successful bundle promotion by far! It dramatically increased initial buys from our retail partners. T-Fal Sheer genius! IBM Wiley custom publishing partners include computer software manufacturers, pharmaceutical companies, car manufacturers, and mobile phone companies from around the globe. Were waiting to hear from you!

Part III

Ten Reasons to Partner with Wiley

he 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 product 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 worlds largest publishers. Choose the size and format that suits your goals and budget. Join the crme de la crme of businesses that have already partnered with Wiley.

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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 worlds leading brands to reach new audiences as well as new channels of distribution. Advertising and 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 multimedia 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. 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 and engaged. Ask your Wiley representative for more details. Wed love to share how we can take your message into new areas!