Originally launched as a general publisher specializing in African-American subject matter, Hilton Publishing has refocused its publishing program and is now specializing solely in titles on African-American health written by health care professionals. Founded by Hilton M. Hudson II, a practicing cardiac surgeon and director of cardiothoracic surgery at Rockford Health Systems in Rockford, Ill., HP is offering accessibly written titles on disease prevention and health issues specific to African-Americans. The books are written for and aimed at the trade book market, and the firm also uses a variety of sponsorships and corporate alliances to support the books and distribute them for free through sponsoring health firms, insurance companies and HMOs.
Hudson told PW that HP was launched in 1997 with a single investor and bank loans. The company currently has four permanent employees, based in Rosc , Ill., and about 15 regular freelancers. Hudson ultimately expects to do about five health-related books a year.
Hudson, who is African-American, said the publisher used a study on American health patterns to identify approximately eight diseases that disproportionately affect blacks, and HP will focus titles on those health areas. While Hudson is after any professional interested in writing on these topics, he also told PW, "We'd like to see more black doctors, Ph.D.s and other black professionals step up and write on diseases and health issues endemic to black people." To show he means business, he's written, along with Herbert Stern, The Heart of the Matter: The African American's Guide to Heart Disease, Heart Treatment, and Heart Wellness (May).
According to Hudson, HP will match each of its titles with a health-related corporate sponsor--"health-related firms that want to keep people out of the hospital." Pfizer Pharmaceuticals is sponsoring Heart of the Matter; the drug firm will buy thousands of copies to distribute to affiliated doctors and hospitals around the country.
The company's next book will be The Black Man's Guide to Good Health by Neil Shulman, due in September. HP is also looking to publish books on sickle-cell anemia, cancer, AIDS and on African-American women and their physical and emotional health issues.
HP books are distributed by IPG to the book trade; the publisher also uses commissioned sales reps to target unconventional channels. HP works with black professional organizations, churches, barber shops, fraternities and sororities to get its books to black readers.
