Diversity Pays Dividends For Career Press

When Franklin Lakes, N.J., publisher Career Press looked for ways to diversify from its heavily oriented business books list several years ago, it chose the New Age field as the centerpiece of what became New Page Books. The decision turned out to be a good one. Although its first list was only released in fall 2000, New Page now accounts for about 35% of Career Press's total sales, said Anne Brooks, v-p and associate publisher for the company.

To help raise awareness among New Age accounts about its list, New Page recently began a telemarketing effort that has met with initial success. "We're very pleased with the name recognition we've gotten in the New Age marketplace," Brooks said, adding that New Page's business with mainstream bookstores has also steadily increased over the past two years. Among the titles that have made an impact in the market is Exploring Spellcraft by Gerina Dunwich, which has sold more than 30,000 copies and is part of an Exploring series that includes such other titles as Exploring Meditation. Wicca Spellcraft for Men by A.J. Drew has sold about 25,000 copies, and a new Drew title, Wicca for Couples, is New Page's lead fall title with a 25,000-copy first printing.

New Page is more than just New Age, however. When New Page launched, Career Press moved its wedding and health titles into the imprint and developed some other general interest nonfiction works. In 2002, New Page will publish about 35 titles of which 15 to 20 will be New Age; 30 titles will be released under the Career Press imprint. "I think 65 to 70 titles annually is a comfortable level for us," Brooks told PW. The company has done especially well with its Tell Me What to Eat health series led by Tell Me What to Eat if I Have Diabetes, which is selling better now than when it was first released about two years ago. Brooks also has high hopes for The Natural Woman's Guide to Living with the Complications of Diabetes, which is set for release this fall. Another important part of New Page's success has been Urban Legends and Hollywood Urban Legends by Richard Roeper, cohost of the television show Ebert & Roeper. There are a total of about 100,000 copies in print of the hardcover and paperback editions of Urban Legends plus the hardcover edition of Hollywood Urban Legends; the trade paperback for that title is due out in September. Career Press recently lost Roeper to Hyperion, but Brooks said his backlist should do very well.

Brooks said that after a slow start, which included heavier than expected returns, business has markedly improved with returns way down. She said sales were up "across the board," and the company is also benefiting from higher foreign rights and international sales. The company's core business books have done well in a difficult market, and Brooks continues to explore ways to market those books through alternative channels such as corporate and premium sales. Career Press has 23 full-time employees, including three in its warehouse who deal with fulfillment and collection functions.