The best way to increase the velocity of your books is to communicate an informative and motivating message to a select group of customers. Some publishers believe the key to increased income and profits is to publish more titles. However, the quest for a revolving front list can actually limit your profitability as its creation and maintenance depletes your limited resources of time, energy, creativity, attitude and money. Substantial net income depends upon your ability to maintain a topical frontlist while you continue to market your backlist aggressively. The answer is found in the difference between the words book and title .
Authors create titles that are published as physical books.
Publishers make money when people buy books, so the key is increasing the number of books sold, not titles created. The current practice of introducing new titles two or three times every year forces your prior frontlist titles to be relegated into ambiguity. Perhaps a more effective strategy would be to balance your product line so a healthy list of solid performers infuses cash that can be used to develop and promote a lean, yet strong frontlist. Evaluate your complete list of titles, and then devote your attention to marketing those with the greatest potential. These groups might purchase them for resale, as premiums or as gifts for customers.