Jonathan Merkh's plans for the almost two-year-old retail book division at Guideposts became a little clearer last week with several personnel announcements. Merkh, formerly publisher of the Nelson Books imprint, joined the organization in May as publisher of Guideposts Books, part of the company's strategy to expand its retail book operation. “We haven't yet fully leveraged our resources to support the retail initiatives,” Merkh said. “That's what I was brought in to do.”
To that end, Jennifer Willingham has joined Guideposts Books as v-p of marketing for the retail division, which includes Guideposts Books and Ideals Publications. Willingham was formerly v-p of marketing at Thomas Nelson. The company also will add two national accounts sales positions within the next few months. “We already have a mass market sales director in-house, and with these new positions we won't need to depend on rep groups,” Merkh said. “We can become a lot more proactive and focused with retailers.”
Merkh also plans to become active in building his list when his non-compete agreement with Nelson expires in January and he is free to acquire. Citing consolidation among evangelical Christian publishers, he said, “I think agents and authors are looking for more options.”
Marty Flanagan, who had been director of sales, has been named v-p of sales and group publisher for the children's product line under Ideals Publications, the Nashville-based retail book sales and distribution outlet of Guideposts. Guideposts Books' editorial staff is based in New York City and Nashville; marketing, sales and distribution are handled by Ideals.
The Guideposts organization sits on a treasure trove of demographic and marketing data for some 30 million consumers. That database and its three magazines (Guideposts, Angels on Earth and Positive Thinking) provide an enviable platform for promoting books. “I would liken our goals to what Rodale has done so successfully,” said Merkh. “I hope we can become the inspirational Rodale.”
For 40 years Guideposts has acquired rights from other publishers to produce collections and lower-cost stand-alone titles—similar to book club editions—and has been selling them direct. That side of the business will continue, Merkh said, and the company will also sell its higher-quality Guideposts Books retail editions direct. He acknowledged that some retailers might view that as unwelcome competition. But like book clubs, Guideposts claims not to compete with retail sales but to support them. “I'm hoping the retailers will see the direct mail promotions and magazine promotions we do as an asset to them,” he said. Merkh also said he wants to explore partnerships with retailers, using marketing pieces to direct targeted customers to local stores.
The Guideposts Books line has good penetration in the mass market; some in general market chains and independents; and less in CBA, all of which Merkh wants to grow. He affirmed that “CBA is very important to us.” But since Guideposts is an “inspirational” publisher, not an evangelical house, will CBA stores embrace the books? Said Merkh, “Our children's books are more explicitly Christian, and I think they will be accepted. Some of our adult books may not be as well accepted in the CBA. But the fiction we will publish will be very CBA-friendly.”
