For the first print order of a new book, however, take into consideration publicity plans over and above your traditional marketing. Whether you have strong, average, or a weak program, you should factor in your subjective analysis as to how your marketing plans will affect sales and print run. For example, if you anticipate immediate, strong promotional impact and a best seller, you'll need to adjust upward the number of copies you will be ordering. There is a wide variety of configurations of co-publishing arrangements. Your level of confidence in the book is a subjective factor.
Experienced publishers develop an innate sense about their forthcoming titles.
When you commit funds to a print run, you commit funds to inventory and reduce your working capital. A common problem shared by most book publishers is maintenance and payment for excessive inventory. New book publishers are shocked to realize that the only value their inventory has is the value they create through their marketing and promotion. Excessive inventory of unsuccessful books, for all practical purposes, is worthless. In some instances the cost of negotiating with dealers exceeds the nickel on a dollar you may receive when you remainder your books.