Category: Publishing

By Posted on Posted in Energy & Sustainability, Events, Green Business, Green Marketing, Publishing, Shel's Personal Life Tagged with , , , , , , , , , ,

I have only half an hour left of being 53. It seems a good time to reflect on the whirlwind year I’ve had. Professionally, a lot has gone right for me this year.

First, of course, this has been my initial year as a Guerrilla Marketing author, and the publishing world is definitely nicer to authors who have hitched their wagon to a star. The folks at Wiley have been far more collaborative and helpful than many authors experience with their big NYC publishers, and certainly more so than Simon & Schuster was with me all those years ago. I’ve been promoting the book constantly all year long, and the publisher and even Amazon have also worked on that goal. And as a result of all that effort, Guerrilla Marketing Goes Green has been on the Environmental category bestseller list for at least 11 of the last 12 months—we’re not sure about March—and was #1 in the category for part of April and May. Even cooler—within three weeks of publication, a Google search for the exact phrase “Guerrilla Marketing Goes Green” brought up 1,070,000 hits—far more than I’ve ever seen for anything else I’ve been involved with. Some of those pages have come down since, but as of today, it’s still quite respectable at 551,000. And a search for my name peaked last month at 119,000, nearly double the previous high point of 62 or 64,000.

Because of the new book, I’ve also done quite a bit of speaking this year, including my first international appearance (at an international PR conference in Davos, Switzerland, home of the World Social Forum and World Economic Forum. This was a different event, but in the same venue, and it felt pretty trippy to be speaking from the same building that the likes of Bill Clinton and Warren Buffett speak from. And when you write a book called Guerrilla Marketing Goes Green, you have automatic “chops” in both the green community and the marketing world—which is great, since the book really looks at the intersection of profitability and sustainability. I’ve spoken and exhibited at quite a few green events this year (ranging from the mellow, outdoor SolarFest in Vermont to the huge Green America/Global Exchange Green Festival in the Washington, DC Convention Center) and made numerous great contacts.

And I discovered, particularly when doing media interviews, that I really do know quite a bit about going green, on a much deeper level than just “made from recycled materials” stuff. I was very pleased with the quality of some of the more than 100 interviews I did this year, finding that a number of the journalists went a lot deeper than others I’ve experienced in the past—and I was able to take them deeper still. I’m not saying this to brag, but because I didn’t actually realize how much I do know about many substantive issues around sustainability until I started answering so many great questions about it.

Part 2 will discuss the most exciting part of my year: a way to get the message in front of a much wider audience. Stay tuned.

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By Posted on Posted in Publishing, Web 2.0/Social Media Tagged with , , ,

I don’t think I’ve blogged about it before, but I’ve had serious concerns for years about Google’s placement of access to content far above creators’ rights and copyright, have followed the Authors Guild/National Writers Union court case and settlement, and ended up after some internal debate choosing to remove my own works from the settlement terms. I see the potential for abuse all over this, but a new article opened my eyes up to even more ways it’s troublesome.

Rather than repeat them here, I’ll give you the link: https://techcrunch.com/2010/02/16/gary-reback-why-the-technology-sector-should-care-about-google-books/

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By Posted on Posted in Energy & Sustainability, Publishing Tagged with , ,

Some good news for a change, although their statistic is somewhat misleading: 50% of market share is a looooong way from 50% of publishers. Which is why I changed it in the headline.

Anyway, here’s the press release, in full:

Book Industry Reaches Significant Environmental Milestone

Nov 30, 2009: New York Today, the U.S. book industry passed a meaningful environmental threshold – approximately 50% of publishers (market share) now have environmental commitments in place – most with goals and timelines for vastly improving their environmental and climate performance. This is significant due to the fact that as recent as 2001, virtually no publishers had environmental commitments on record within this $40 billion/yr industry. This milestone was hit with the release of Hachette Book Group’s new environmental policy. Hachette is one of the top five publishers in the U.S. and the new policy commits them to a tenfold increase in recycled fiber by 2012, a 20% reduction in greenhouse gas emissions, sourcing 20% of paper certified from the Forest Stewardship Council (FSC), ending the use of paper that may impact Endangered Forests, and a wide range of other initiatives.

“In these challenging economic times, it is wonderful to see a company as large as Hachette making environmental stewardship a core value and coming out with an industry leading policy. This helps the industry to pass an important threshold and hopefully will motivate those larger and smaller players that are lagging to do more.” said Tyson Miller, director of the Green Press Initiative.

When Hachette Book Group achieves the commitments laid out in its new policy, the company will save approximately 267,537 trees and up to 86,000 tons of greenhouse gases each year – equivalent to removing nearly 16,000 cars.

Relevant Industry Environmental Facts and Figures:

‚ The Book Industry Environmental Council (BIEC –more at bookcouncil.org) recently committed to reducing greenhouse gas emissions by 20% by 2020 – a global first in publishing and equivalent to 2.5 million tons of C02/yr or the annual emissions of 450,000 cars.

‚ A report co-published by Green Press in 2008 found that the industry consumes the equivalent of 30 million trees per year

‚ The U.S. book industry has increased its use of recycled fiber sixfold from 2004 to 2007 – equivalent to eliminating the annual emissions of over 200,000 cars.

‚ Over two hundred publishers now have commitments in place to increase recycled and FSC certified fiber, eliminate impacts on Endangered Forests, and a range of other initiatives (including Random House, Simon & Schuster, Scholastic, Chronicle Books, New World Library, Baker Publishing Group, Lantern Books, Thomas-Nelson, Chelsea Green, and a variety of others)

New Industry Progress

‚ The BIEC is finalizing a green publisher certification program and logo that will be launched in Spring of 2010. It is a points-based system similar to LEED that awards environmental leadership across 22 environmental performance areas and will be identifiable on books

‚ This national eco-label will set a rigorous environmental performance standard and qualifying publishers will be audited

Contact: Kelly Spitzner, Communications Coordinator, 952-223-3364, kelly@greenpressinitiative.org

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By Posted on Posted in Business Ethics, Entrepreneurship, Ethics: General, propaganda, Publishing, Transparency vs. Secrecy Tagged with , , , , , , , , ,

While visiting Minneapolis, I took in the opening day of the new Ben Franklin exhibit at the Minnesota History Center in downtown Saint Paul. I’ve long ben a Franklin fan. To me, his far-reaching curiosity, big-picture viewpoint, multiple interests, creativity, willingness to question authority and even make fun of it, media and persuasion skills, dedication to the public good, and rise from poverty to a comfortable (even hedonistic) lifestyle are all traits that today’s entrepreneurs can learn from.

No one can question that he made many important contributions in science (adding vastly to our knowledge of electricity, inventing a safer and more fuel-efficient wood stove), diplomacy/statesmanship (bringing France in as a powerful and game-changing ally against the British during the Revolution, oldest member of the Constitutional Convention), literature and communication (best-selling author/journalist/printer/publisher who was successful enough to retire from printing at 42, and propagandist for causes and philosophies he believed in), entrepreneurship (training and funding printers for a multistate network to print and distribute his works, anticipating the Internet by about 200 years and the modern franchise system by at least a century), as well as civic good (co-founding a public library, public hospital, fire department, fire insurance company, postal system, philosophical society).

But what struck me were some of the contradictions—there are many others, but these two in particular need a second look:
Slavery
Franklin became convinced late in life that slavery was evil, and served as president of an anti-slavery society. Yet he not only owned slaves for over 40 years, but often published ads from slave-hunters in his periodicals, and refused to put his name on much of his earliest anti-slavery writing.

Integrity
Franklin is well-known for his moralizing, his aphorisms, and his commitment to honesty and integrity. Yet he broke his apprenticeship to his brother, ran away to Philadelphia before it was completed, and started as a printer without the papers necessary to show he qualified as a journeyman.

While none of us are perfect, it does seem that these areas of Franklin’s life, among others, need careful examination, with more detail than was provided by this traveling exhibit (which seemed to be aimed largely at children).

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By Posted on Posted in Business Ethics, Publishing

While going through the claiming process in the Google Books settlement (if you’re an author, you should do so too–by tomorrow!–so you get royalties if they sell your stuff, or can opt out), I discovered that my very first book, co-authored with a well-known NYC literary agent and a subject-matter expert, had been published as a paperback in the UK, by a different company, the same year the American hardback edition came out.

The book was published 29 years ago, and I never knew this. I wrote to my literary agent co-author, and he didn’t know about it either.

And a few years ago, I discovered that the publisher of my third book, published in 1993, had quietly put it back into print as an on-demand title, meaning they print one when someone orders it. Again, I was not told. In that case, I was pretty sure I’d gotten a reversion of rights, but the paperwork seems to have been lost when I moved in 1998. In that case, I was deeply opposed to putting the book back in print because I had actually written a much more comprehensive and more recent book. But since I couldn’t locate the note I’d received several years earlier, I couldn’t do much about it.

Don’t authors have rights in these situations? Shouldn’t a publisher be obligated to not only notify an author but actually obtain consent? Grrrr!

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By Posted on Posted in Abundance and Prosperity, Publishing, Shel's Personal Life, Web 2.0/Social Media Tagged with , ,

For many years, I’ve been writing about the Abundance Principle: a corollary to the Law of Attraction that I’ve been espousing long before I ever heard of Law of Attraction. Basically it’s the idea that the universe is abundant; there’s enough good stuff for all, despite kinks in distribution. And that if you focus on this abundance, the world shows itself as an abundant place. This is one of the key principles in my award-winning sixth book, Principled Profit: Marketing That Puts People First

Well, today, I’ve just been swimming in the lovely waters of the Abundance Principle. If any one of these things happened in one day, I’d post a Tweet. With all of them happening on the same day, I’d be monopolizing people’s Twitter streams, which would be rude. So I’ll post here instead.

  • After about two months of silence, my negotiating partner in Africa came back with dates and cities for a three-country speaking tour this summer
  • Today, my co-author, Jay Conrad Levinson, gave me the first feedback on the just-completed manuscript of my eighth book (and something like his 70th), Guerrilla Marketing Goes Green, which will be out in about a year from Wiley–and he’s delighted with it. Yesterday, I finished the edit, and today, I got through all the permissions letters I had to send.
  • A major new sustainability site hired me for an ongoing paying weekly blog. The pay is low, but after over four years of blogging, I can now call myself a professional blogger. And it’s really good visibility, especially with the new book coming out next year.
  • After a week of rain, we finally got a nice day–and Dina and I managed not only our daily dog-hike but also a short bike ride.
  • When I went to the doctor, he said I don’t have an eye infection after all–just allergies
  • Got offered comp tickets for a local theater production in one of my favorite venues
  • Getting some extra exposure on a speaking gig next week
  • Also got comped (ok, so that was last night) on a hotshot marketing conference where I’m going to get to meet some people who’ve been very important to me
  • Potential intern coming tomorrow who’s actually read most of my books; I will have lots to keep her busy!
  • My daughter, still in Spain, seems completely recovered from her illness

    • I have a feeling I’m leaving some things out, but anyway, it’s been a very good day. It’s great when principles I stand for get to play out so positively in real life.

    I wish you similar abundance in your life!

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    By Posted on Posted in Business Ethics, Energy & Sustainability, Publishing Tagged with , , , , ,

    In 2002, when I was writing my award-winning sixth book, Principled Profit: Marketing That Puts People First, a lot of the ideas in it were way out in front of the pack. Not a lot of people were talking about corporate environmental sustainability, and pretty much no one was talking about success through business ethics.

    I spent a lot of time this weekend editing the manuscript for my eighth book, Guerrilla Marketing Goes Green (which will be published about a year from now by Wiley, and co-authored with the legendary Jay Conrad Levinson). And I was struck once again by how much these issues have moved into the general discourse. It’s so easy to find sources now! Everyone’s talking about sustainability, and business ethics has a lot more street cred than it used to.

    Of course, no one ever really knows what takes a radical idea and pushes it to become a trend–but I like to think that my work, and particularly the Business Ethics Pledge campaign I started in 2004, has at least something to do with the shift. The whole idea of that campaign is to move the ideas through a small number of influencers and create a “tipping point” within society. We certainly haven’t reached the tipping point yet, but I think we might be seeing some of the early rumbles.

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    By Posted on Posted in media-general, Publishing Tagged with , , , , , ,

    Interesting piece in the Washington Spectator, noting that the Anniston (Alabama) Star seems to be doing reasonably well, even as big-city papers around the country move to Internet-only or shut their doors entirely. Even the Boston Globe is teetering.

    In my own area, I read the Daily Hampshire Gazette, published in Northampton, Massachusetts for over 200 years. Northampton is a town of about 30,000; the whole county had only 152,251 in the 2000 census.

    Yet, despite a proliferation of local online advertising channels and a tough economy, the Gazette seems to be doing well also. The parent company has even acquired several newspapers recently, and the Gazette also publishes a growing number niche magazines.

    Early on, the paper decided it would not cannibalize print with its web edition; many of the stories (especially the local news stuff that would be hard to get elsewhere) are behind a firewall, available only to paid subscribers. Oddly enough, I notice that the link to the Spectator story is also subscriber-only. Hmmm–can this model work? The Wall Street Journal abandoned it, but clearly traditional print journalism is not doing well in a world of free content from professional journalists.

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    By Posted on Posted in Ethics: General, Publishing, Web 2.0/Social Media Tagged with , ,

    Someone on a social network forum posted a really great article. The only problem was, it looked like the poster hadn’t gotten permission.

    As entrepreneurs, we need to be careful to respect the intellectual property rights of other entrepreneurs, and that includes writers, photographers, etc. It is often not difficult to get reprint permission (I have over 1000 reprinted articles on https://www.frugalmarketing.com and https://www.frugalfun.com, and I have permission for every single one. To simply place a whole article and not get permission or give credit to the source, is an act of theft. If you published a book, you wouldn’t want someone taking your hard work and publishing their own edition.

    I’m sure the person who posted was not acting out of malice but of ignorance. Many people don’t think of reprinting an article as stealing, just like they don’t think throwing a toxic cigarette butt on the ground is littering. It’s totally appropriate to quote the first paragraph or two, mention some key points in the article (in your own words), and post a link–or to go get permission from the author.

    Let’s not do things that come back to haunt us.

    Note: I have posted a whole bunch of articles about business ethics on my ethics site, PrincipledProfit–and yes, I have permission for all of those as well. I’ve also written an award-winning book on success through business ethics: Principled Profit: Marketing That Puts People First.

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    By Posted on Posted in media-general, Publishing

    A wonderfully snarky Op-ed in the New York Times by Timothy Egan, called “Typing Without a Clue“–basically attacking Joe the Plumber and Sarah Palin for the book deals they’re expected to ink, and saying writing should be left to the many talented but unappreciated writers out there and not sold off as if it were junk bonds by those in the 14th minute of their 15 minutes of fame.

    He has a point, certainly–but I’m actually rather fond of the democratization of writing, music making, movie making, etc. There’s still plenty of third-party validation available for those who want to judge these works by some kind of standard–but there’s also an openness, an ability to disseminate a message, that I could never have dreamed of in 1972 when I published my first articles (in an underground high school newspaper published, oddly enough, by conservatives–they ran my liberal stuff with disclaimers). From these mimeographed samizdats–already more accessible than traditional media–to the disintermediated world of blogs, e-zines, Tweets and, yes, hundreds of thousands of books every year is an amazing leap.

    Now all we have to do is find time to read one-millionth of it, ha ha ha.

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