Chair: JD Wilson, Director of Marketing and Sales, Northwestern University Press
Panelists: Gianna LaMorte, Assistant Director and Marketing and Sales Manager, University of Texas Press; Liz Scarpelli, Director, University of Cincinnati Press; Stephanie Williams, Director Designate, Ohio University Press
This skills-building session about sales forecasts welcomed people from any press department and assumes no prior knowledge or experience in sales projections. Numerous benefits flow from the practice of estimating sales, even when imperfect. Those benefits not only relate to sales, budgeting, accounting, and inventory but can also be a fertile way to develop shared expectations between the marketing department and colleagues involved in title selection, planning, author liaison, and editing. Panelists answered the perennial question: “What’s a good comp?” and, used real-world examples, revealed strategies and tips for forecasting frontlist title sales based on different forms of information, such as past history, logic, and even intuition.
Subject areas: Marketing / Acquisitions / Business