Many publishers are slow learners.
Other houses, as diverse as Doubleday, Wiley and Greenwood Press, have recognized the long-term revenue potential. Their marketing budgets reflect sustained support of direct mail, space ads in the professional library media, attendance at library trade shows and other marketing activities. It's time that more publishers looked at some of the old myths and noted below and compared them to the real conditions in this giant market. Recent gloomy news from the retail sector has caused many publishers to think further about hedging their bets in other markets. It's the publishers' responsibility to plan and execute a strategy for the library market, just as they would for the trade or for the school and college- adoption markets.