Selling abroad: Are we doing enough? |
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| Authors: | Adrian Higham |
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| Institution: | (1) Adrian Higham Associates, 440 East 56th Street, 10022 New York, NY |
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| Abstract: | Despite the dominance of the English language, publishers in the United States had export sales in 1987 of less than 6 percent
of their total sales. Adrian Higham analyzes the major overseas markets for U.S. books and suggests ways for publishers to
improve their export sales to each. The key to higher sales, he argues, is acquiring “insider status” in each market. Although
he is convinced that publishers can do better, he reminds us that there is no simple solution.
Adrian Higham brings to his consultancy an extensive background in international publishing. Following his wide career with
Longman he served as managing director of John Wiley & Sons’ Company in the United Kingdom and subsequently as senior vice
president and general manager of the International Group of John Wiley & Sons in New York. |
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