It can be excerpted in the local newspaper, lifestyle magazine and college rag in San Antonio. Bike shops could buy copies in bulk and give it away with each new mountain bike that they sell. The point is that every book can make money if you use some imagination. Use star power . Any way that you can attach a brand name or celebrity to a book project, do it.
People buy books because they trust the information and the source of the information.
You probably could have celebrity tie-ins, famous person endorsements, and corporate sponsors that you have never explored. Star power sells books - use it whenever possible. This is not an advertisement for offshore printers, but you have an obligation to your own bottom line to seek the best printing prices that you can. If the best price comes from Hong Kong, Spain or Minnesota, that's where you print. I have seen too many publishers ruin their companies because of their egos.