Are You Agite?

by Tretiack, Philippe

• ISBN13: 9781892941091
• ISBN10: 1892941090
• Format: Paperback
• Copyright: 2000-07-01
• Publisher: Algora Pub

Summary

You've seen those "Agites": jumping from taxi to Concorde and from one subject to another, spinning off ideas for new deals and new adventures, drowning in plans... Philippe Tretiack is definitely one of them. In Are You Agite, his breathless anecdotes illustrate the ironies of human nature and the world as experienced at light speed, from New York to Nigeria, Calcutta to Kalmykia. Book jacket.

Author Biography

Philippe Tretiack is an international reporter for the French edition of Elle

Table of Contents

Introduction	9	(4)
Kitchen-Table Publishing: An Overview	13	(10)
The Publishing Revolution
A One-Person Business
The ``Sweat-of Your-Brow (SOB) Factor''
Getting into Publishing
How I Got into Publishing
The First Big Project
Brains, Time and Energy---Not Money
Moonlighting
The Three Secrets of Success
Setting Up Shop	23	(24)
Finding the Space You Need
The Equipment You Need, and How to Buy and Lease It
Your Personal Computer: the Goose that Lays the Golden Eggs
Letting the World Know: Brochures, Business Cards and More
How to Make Your Media Kit
News Releases and Free Publicity
Preliminary Money Matters	47	(11)
Flat Wallet? That's Good!
How You Can Start Your Business with No Cash Up Front
Why Too Much Money Can Be Bad for You
How to Develop a Cash flow Before Your Actually Publish Anything
A CashFlow Strategy That Will Float Your Business
Your Three Sources of Income
How to Get the Money In
How to Do A Preliminary Market Analysis	58	(11)
The Market Always Comes First
Market Analysis for Advertising-Based Publications
Who Will Buy the Ads
How to Evaluate an Idea That Works Elsewhere
Market Analysis When There Is No Competition
Competing Publications: Can You Beat Them Out?
How to Get the Information You Need
Market Analysis for Books
How to Publish City and Regional Magazines	69	(30)
Kinds of City-County Magazines
Why a Narrow Focus Is Better
How Often Do You Publish
Design Tips
Your Layout
The Editorial Format
Basic Article Types
Using Sidebars
Special Columns and Features
How to Sell the Ads
The Regular ``Departments''
How to Get the Readers You Want
How to Know How Much to Charge for Ad Space
The Importance of the ``Little'' Ads
Writing and Selling ``Advertorials''
How to Publish Newcomer Guides	99	(12)
What Is a Newcomer Guide?
Why All Merchants Need to Advertise in Newcomer Guides
How to Design New-comer Guides That People Will Use Again and Again
Who Will Advertise?
An Irresistible Sales Pitch: Customer Creation
How to Circulate Your Newcomer Guide
Expand Your Guide to Other Cities
Two Choices of Format
Annual Guides and Monthly Guides
How to Publish Travel and Tourism Guides	111	(16)
What Is a Tourism Guide
A Success Story
How to Define Your Trade Area
What to Put in Your Guide
Features That People Like and Use
The Format of Your Guide
Why Travel and Tourism Guides Are Profitable
Your Publication Schedule
How Many Do You Print?
Where and How to Distribute Your Guide
What to Charge for Your Ads
How to Publish a ``Quality of Life'' Magazine	127	(14)
Profile of a ``Quality of Life'' Magazine
How They Are Used
Understanding the Chamber of Commerce
How to Get the Business
How to Make a Deal with the Chamber
What You Get and What They Get
The Details of Your Agreement
How to Organize the Sales Campaign
Editorial Content: What to Put in Your Magazine
How to Publish Apartment and Real Estate Guides	141	(36)
A Great Opportunity
How the Apartment Leasing Business Works
Real Estate Publications for Wholly-Owned Subdivisions
How to Analyze the Market
How to Analyze the Competition
Fail-Proof Intelligence Gathering Techniques
How to Develop the Credibility You Need
Why They Will Buy From You
The Importance of ``Market Position,'' and How to Develop Yours
How to Organize Your Sales Presentation
How to Know How Much You Can Charge
How to Design the Ads
How to Make an Ad ``Format Book''
How to Design and Produce Your Publication
How to Publish Weekly Newspapers, Shoppers' Guides and Specialty Tabloids	177	(29)
Secrets of a Successful Weekly Newspaper
Types of Newsprint Publications
The Full-Fledged Weekly
The Modified Weekly
The Shoppers' Guide
Specialty Tabloids
Tabloid Niches: What They Are & How to Find Them	206	(35)
Three Characteristics of a Niche Market
Some Examples of Niche Market Start-Ups
Importance of Specialization
Other Niche Successes
Finding Your Own Niche o A Small Town Success Story
Other Niche Markets You Can Exploit
Duplication: Doorway to the Big Time
How to Sell Newspaper Advertising	241
Your Prospect List
Make a Call Schedule
Ad Sales Process
Three Key Motivations to Buy Advertising
Finding the Person Who Can Buy
Product Knowledge: What It Is and Why It Is Important
Those Money-Making Little Ads
Plus Linage
Advertorials
Dealing with Ad Agencies
Compensating Sales People
Designing and Pricing Your Newspaper Advertising	207	(18)
Make Ads Appeal to Your Readers
Elements of an Effective Ad
Pick Up Ads from Other Publications
Setting Ad Prices o Pricing Strategies
Computer Storage and Retrieval of Ads
Modular Ads
Earned Rates, and How to Set Them
Newspaper Design Tips and Techniques	225	(32)
Ideas are Everywhere! o Personality, Character and Unity
Choice of Format
Typography Facts
Creating a Style Sheet
Headlines
Number of Columns
Constant Elements
How to Design Your Front Page
Using Photos and Other Graphic Elements
Page Layout Strategies
Getting Printed
Eight Specialty Book Projects for the Kitchen-Table Publisher	257	(38)
Secrets of No-Fail Book Publishing
The Three-Way Test
How to Publish a Picture History of Your City or Town
How to Publish an Institutional History
Finding Sponsors Who Will Pay
Historical Documents and Narratives
The Strange, Uncanny and Supernatural
New Editions of Out-of-Print Books That Are in Demand
Biographies, Ghost-Written and Otherwise
How to Buy It Cheap, and Where
How to Publish Local Color Novels and Poetry
How to Make Money Publishing Association and Membership Directories	295	(12)
An Easy Project
How to Make an Agreement with the Association
The Terms of the Agreement
What to Include in the Directory
How to Sell the Ads
How to Keep the Business
How to Make Money from Secondary Profit Centers	307	(10)
Secondary profit centers, and how to recognize them
Product Catalogs
Ads and Brochures
Ghost Writing
Annual Reports
Capabilities Brochures
Employee Manuals
Business Plans
How to Hire the People You Need (at a Price You Can Afford to Pay)	317	(8)
How to Find and Use Freelance Writers and Artists
The Profile of a Successful Sales Person
Where to Find Top Salespeople Who Will Wait to Be Paid
How to Pay Sales-people Out of the Commissions They Generate
Intern-Trainees Work for Free
Government Pays Half the Costs
How to Save Money on Printing	325	(22)
Affordable Printing: The Key to Success
Why Prices Vary Wildly from Printer to Printer
Why Your Local Printer (Probably) Can't Do It Affordably
Printing Specifications
How to Get a Quote
Cashing In: How to Sell Your Publication	347	(8)
What You Are Selling?
What Is Your Publication Worth?
The Gross, Not the Net
You're Selling Goodwill and Hard-Won Readership
The Role of Business Brokers
How Deals Are Put Together
Appendix I: A Simple Sales Manual That Works	355	(6)
Appendix II: A Library of Forms	361	(12)
Sources and Contacts	373	(10)
Glossary of Publishing and Printing Terms	383	(12)
Index	395