Ronnie Sellers Banks on Boomers, Pets
by Judith Rosen -- Publishers Weekly, 7/31/2006
After posting growth of 58% between 2003 and 2005, Portland, Maine–based Ronnie Sellers Productions is looking to baby boomers and pet lovers to continue to spark gains.
Book sales are up 45% in 2006, according to president and publisher Ronnie Sellers. And that's before RSP releases what is expected to be one of its biggest books of the year, Sixty Things to Do When You Turn 60. The follow-up to last fall's Fifty Things to Do When You Turn Fifty, Sixty is set for a September release. As with the earlier book, RSP asked well-known writers—in this case Garrison Keillor, Cynthia Thayer and Nicholas Perricone, M.D.—to donate essays. Royalties from both books are earmarked for organizations dedicated to preventing and curing cancer. In its first nine months, Fifty Things, which is about to go into a fifth printing, has sold 40,000 copies.
The promotion for Sixtywill be similar to that of Fifty. RSP gave away 1,200 copies of Sixtyat this year's BEA, and RSP is looking to cross-promote the two books whenever it can. Barnes & Noble will do a joint display, while Borders is planning to display Sixtyin the lead bay and in the self-help section of every store.
In addition, this fall marks the publication of the first new City Dog guides since RSP inked a deal at the start of the year with founder Cricky Long to take over distribution and to publish future titles. "We've completely redesigned the books," said Sellers. "They look more contemporary." In September, RSP will publish dog guides to Dallas/Fort Worth and Greater Philadelphia. In October the City Dog line will expand to cover cats with The Complete Cat Organizer.
Despite steady increases in book sales, calendars still account for the bulk of RSP's business. Although growth in calendar sales has slowed in recent years, Sellers anticipates a surge in 2006 because of the introduction of 10 boxed "daily" calendars. "Orders for the new boxed calendars exceeded our projections—we had to scramble at the last minute to purchase additional paper," he said. Orders for planner/calendars like Team Family, Our Dysfunctional Family and Retro Mama are also strong, he said. Notwithstanding the boost in calendar sales this year, Sellers expects that book sales will catch up with calendar sales in the next two years.
