How Authors Benefit
For the overwhelming majority of students, college textbooks
continue to play an essential role in their learning and academic
success. And yet, due to company acquisitions and mergers over
the years, the number of college publishers has fallen dramatically.
Although these fewer and larger publishers continue to enhance,
innovate and expand their offerings, this industry consolidation
has had a significant effect on publishers, authors and customers.
Over the years, college publishers have increasingly been forced
to prioritize their organizational structure, investment decisions
and sales strategies around large introductory-level courses.
In doing so, they are using the comparative advantages large
publishers enjoy in those courses. They are pursuing the largest
possible revenue opportunities to fund the large organization
and infrastructure needed to compete successfully in those large,
To do this, however, they have had to divert editorial and sales
resources (i.e., people, dollars and time) away from the mid-
and upper-level undergraduate courses, even when the authors
and books that serve those markets are successful and profitable. Given
this resource shift, large publishers no longer have the same
comparative advantage in the smaller markets that they enjoy
in the introductory ones. At the same time, authors for those
smaller markets are faced with decreasing levels of support and
Our Editorial Benefits for Authors
Authors of upper-tier textbooks are not receiving the attention
and support they need and deserve. Additionally, the sheer
size of large, diversified publishers is a disadvantage in
making stronger and more successful books for that market.
The reason is that successful books are developed by small
groups of talented individuals on a project-by-project basis.
Results depend on their ability to understand a market’s
customers and needs, and to use that knowledge to work with
authors to craft text, visuals and ancillaries in a competitively
superior way. We offer that dedicated editorial support to
each author with whom we work.
For all formats (electronic and print) success in the development
of any one product is determined not by the size of a company,
but by the skills, time and resources invested in that specific
textbook. By specializing in the publication of authors and
books outside of the introductory courses, we have the ability
to focus more resources in developing each product, give greater
attention to each author, and thus create a superior text.
By focusing on publishing textbooks for the mid- and upper-level
course markets, therefore, we can enhance the author experience
and increase the quality and marketability of such texts. Every
author is at the center of the process rather than being a
secondary or tertiary priority having to compete for resources
and attention with products for the larger introductory markets.
Authors benefit from a creative and highly collaborative environment
that involves them in all the key publishing decisions, from
content (text and art) to the manuscript review process to
the marketing and sales strategy.
Our Marketing & Sales Benefits for Authors
Next to consider is our comparative advantage in marketing and
selling to faculty teaching non-introductory courses. For introductory
courses the textbook selection process is complex and adoptions
may be shared among different faculty members. In addition,
the decision makers frequently change from year to year, and
publishers must spend a great deal of time demonstrating and
supporting large and complex ancillary packages. For these
reasons, the huge size of their marketing and sales organizations
gives a comparative advantage to diversified publishers selling
Because of their prioritization around the biggest introductory
courses, however, these marketing and sales teams have limited
time to learn about their other titles or to talk with faculty
about adopting them. In addition to significant time constraints,
they also have important financial constraints. Field-based sales
organizations, so critical to selling in introductory markets,
are costly. High cost makes it essential that they focus on courses
with the largest revenue opportunities. In the end their apparent
sales and marketing advantage benefits only introductory markets
and turns out to be a disadvantage in others.
In contrast, our sales organization is focused on textbooks
for mid- and upper-level courses, giving us an advantage in that
part of the market. For us, the highest priority is given to
learning in depth about every mid- and upper-level text we publish
and talking frequently with the faculty that teach those courses.
With a phone and internet-based sales team, our cost structure
is aligned with our targeted market and sales strategy. Our sales
representatives invest their time with the instructors who teach
the upper-level courses, enabling them to interact with many
more of these textbook decision makers and in more depth.
Our specialized sales organization is also able to provide
greater support to instructors and students using our products.
In this way we can better understand their teaching challenges
and the learning needs of the students. Stronger relationships
with faculty members, combined with deeper understanding of their
concerns and goals, as well as our products, contributes to greater
sales. In addition, these relationships contribute to the gathering
of market intelligence and the flow of feedback information to
authors about their textbooks from their users.
Our Financial Benefits for Authors
Large publishers that publish across all market sizes, use the
profit generated from mid- and upper-level textbooks to support
the large and costly organization and infrastructure needed for
success in the introductory markets. With our specialization
throughout the publishing process, in contrast, we can share
our retained profit with our authors, in recognition of their
central role in the success of their textbooks.
We offer authors a new and innovative hybrid royalty model that
combines a traditional royalty with a unique profit-sharing component.
Our hybrid model aligns the goals of publisher and author. It also
provides a substantial increased earning potential for successful
authors, recognizing and rewarding the extreme author dedication
and hard work needed for creating a successful textbook.
Learn More about Author Benefits at Wohl Publishing
By specializing in mid- and upper-level courses, Wohl Publishing
provides authors and customers tremendous benefits through the
comparative advantages that such specialization brings. For customers,
products and content are more closely aligned with their teaching
and learning needs and they receive superior publisher care.
For authors, the authoring experience is more rewarding and offers
greater publisher support. For authors of successful textbooks,
the publishing experience will be more lucrative, reflecting
the valuable role they play in their text’s success.
If these differences are important and appealing to you, we welcome
talking with you in more detail about your interest and plans for
writing new mid- and upper-level college textbooks and/or for revising
previously published ones for which you have rights for doing so.
Contact us at firstname.lastname@example.org