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  • For Dummies

    Tue, 12 Jan 2010 04:31

    If you are interested in learning anything from computers to crocheting, look no further to find essential step-by-step advice which will make you an expert in no time! With over 1400 subjects covered and one book being sold every minute in the UK, For Dummies is the world's bestselling reference brand.

    The Book Depository: What/who do you see as your primary market?

    For Dummies: Anyone who wants hands-on and straightforward information on, well, pretty much anything! The Dummies brand has a very loyal following -- most people who own a Dummies book go on to buy several more. For Dummies personal development and self help books are incredibly popular, as are the computing and business books. The student audience has also been a growing market this year, with great successes in the fields of student cooking, essay- and dissertation-writing and study skills. Each Dummies book appeals to its own audience and with topics as widespread as our readers' needs, we hope there's a book out there for everyone.

    The Book Depository: What are the principal challenges/opportunities you see at the moment in the business of publishing books?

    For Dummies: It's always a challenge deciding what to publish. There are so many potential Dummies ideas out there and it takes a rigorous selection process to choose the ideas that eventually make it into print. Given that we publish on topics ranging from flirting to tax, who knows what we'll publish next!

    The Dummies brand is also leaping into the digital era, producing forthcoming books in e-formats for the Sony Reader and Amazon Kindle as well as standard print books. This new technology does, of course, bring with it some challenging questions for the brand to figure out: Who is our digital audience? What do they want to read? What do they expect from the Dummies digital experience? Staying one step ahead is always going to be a challenge, but we're confident we've got our fingers on the pulse so far.

    The Book Depository: What brings you to the decision to publish a particular title/author?

    For Dummies: We get ideas for Dummies books from all over the place. The news, radio programmes, competing titles, trend reports and good old gut instinct all play into the decision-making process. Luckily for our readers, there are several hoops our ideas need to jump through before they make it into print, so we won't be seeing Inking Your Own Tattoos For Dummies for some time. Finding Dummies authors is a trickier premise -- the ideal author is an expert in their field, has a great media profile and really 'gets' the Dummies concept and writing style. That being said, we've had fantastic authors so far, so perhaps this is easier done than said!

    The Book Depository: What books are you most proud of having published?

    For Dummies: We've had some immense successes in our time, of which we're very proud. We've had bestselling titles on Cognitive Behavioural Therapy, Neuro-linguistic Programming, Body Language, PRINCE2, Starting a Business and many more...

    Recent achievements include British Sign Language For Dummies, a fully illustrated guide with an accompanying CD-Rom, Growing Your Own Fruit & Veg For Dummies, which has truly tapped into the zeitgeist of sustainability, frugality and good old fashioned fun, and Student Cookbook For Dummies, a fabulous guide to crafty budgeting and canny cooking.

    The Book Depository: What books are you working on right now?

    For Dummies: We always have over 20 titles on the go at any one point, albeit at various stages in the commissioning and publishing process. Some exciting ones going through at the moment are Improving Your Relationship For Dummies -- a must have manual for every couple, Football For Dummies -- getting us geared up for the World Cup, and Allotment Gardening For Dummies -- the ideal way to welcome in the Spring. We hope you enjoy them!

    Posted by Mark Mark

    Categories: publishers, For Dummies

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