Are You Agite?

You've seen those "Agites": jumping from taxi to Concorde and from one subject to another, spinning off ideas for new deals and new adventures, drowning in plans... Philippe Tretiack is definitely one of them. In Are You Agite, his breathless anecdotes illustrate the ironies of human nature and the world as experienced at light speed, from New York to Nigeria, Calcutta to Kalmykia. Book jacket.

Philippe Tretiack is an international reporter for the French edition of Elle

Introduction

9

(4)

Kitchen-Table Publishing: An Overview

13

(10)

The Publishing Revolution

A One-Person Business

The ``Sweat-of Your-Brow (SOB) Factor''

Getting into Publishing

How I Got into Publishing

The First Big Project

Brains, Time and Energy---Not Money

Moonlighting

The Three Secrets of Success

Setting Up Shop

23

(24)

Finding the Space You Need

The Equipment You Need, and How to Buy and Lease It

Your Personal Computer: the Goose that Lays the Golden Eggs

Letting the World Know: Brochures, Business Cards and More

How to Make Your Media Kit

News Releases and Free Publicity

Preliminary Money Matters

47

(11)

Flat Wallet? That's Good!

How You Can Start Your Business with No Cash Up Front

Why Too Much Money Can Be Bad for You

How to Develop a Cash flow Before Your Actually Publish Anything

A CashFlow Strategy That Will Float Your Business

Your Three Sources of Income

How to Get the Money In

How to Do A Preliminary Market Analysis

58

(11)

The Market Always Comes First

Market Analysis for Advertising-Based Publications

Who Will Buy the Ads

How to Evaluate an Idea That Works Elsewhere

Market Analysis When There Is No Competition

Competing Publications: Can You Beat Them Out?

How to Get the Information You Need

Market Analysis for Books

How to Publish City and Regional Magazines

69

(30)

Kinds of City-County Magazines

Why a Narrow Focus Is Better

How Often Do You Publish

Design Tips

Your Layout

The Editorial Format

Basic Article Types

Using Sidebars

Special Columns and Features

How to Sell the Ads

The Regular ``Departments''

How to Get the Readers You Want

How to Know How Much to Charge for Ad Space

The Importance of the ``Little'' Ads

Writing and Selling ``Advertorials''

How to Publish Newcomer Guides

99

(12)

What Is a Newcomer Guide?

Why All Merchants Need to Advertise in Newcomer Guides

How to Design New-comer Guides That People Will Use Again and Again

Who Will Advertise?

An Irresistible Sales Pitch: Customer Creation

How to Circulate Your Newcomer Guide

Expand Your Guide to Other Cities

Two Choices of Format

Annual Guides and Monthly Guides

How to Publish Travel and Tourism Guides

111

(16)

What Is a Tourism Guide

A Success Story

How to Define Your Trade Area

What to Put in Your Guide

Features That People Like and Use

The Format of Your Guide

Why Travel and Tourism Guides Are Profitable

Your Publication Schedule

How Many Do You Print?

Where and How to Distribute Your Guide

What to Charge for Your Ads

How to Publish a ``Quality of Life'' Magazine

127

(14)

Profile of a ``Quality of Life'' Magazine

How They Are Used

Understanding the Chamber of Commerce

How to Get the Business

How to Make a Deal with the Chamber

What You Get and What They Get

The Details of Your Agreement

How to Organize the Sales Campaign

Editorial Content: What to Put in Your Magazine

How to Publish Apartment and Real Estate Guides

141

(36)

A Great Opportunity

How the Apartment Leasing Business Works

Real Estate Publications for Wholly-Owned Subdivisions

How to Analyze the Market

How to Analyze the Competition

Fail-Proof Intelligence Gathering Techniques

How to Develop the Credibility You Need

Why They Will Buy From You

The Importance of ``Market Position,'' and How to Develop Yours

How to Organize Your Sales Presentation

How to Know How Much You Can Charge

How to Design the Ads

How to Make an Ad ``Format Book''

How to Design and Produce Your Publication

How to Publish Weekly Newspapers, Shoppers' Guides and Specialty Tabloids

177

(29)

Secrets of a Successful Weekly Newspaper

Types of Newsprint Publications

The Full-Fledged Weekly

The Modified Weekly

The Shoppers' Guide

Specialty Tabloids

Tabloid Niches: What They Are & How to Find Them

206

(35)

Three Characteristics of a Niche Market

Some Examples of Niche Market Start-Ups

Importance of Specialization

Other Niche Successes

Finding Your Own Niche o A Small Town Success Story

Other Niche Markets You Can Exploit

Duplication: Doorway to the Big Time

How to Sell Newspaper Advertising

241

Your Prospect List

Make a Call Schedule

Ad Sales Process

Three Key Motivations to Buy Advertising

Finding the Person Who Can Buy

Product Knowledge: What It Is and Why It Is Important

Those Money-Making Little Ads

Plus Linage

Advertorials

Dealing with Ad Agencies

Compensating Sales People

Designing and Pricing Your Newspaper Advertising

207

(18)

Make Ads Appeal to Your Readers

Elements of an Effective Ad

Pick Up Ads from Other Publications

Setting Ad Prices o Pricing Strategies

Computer Storage and Retrieval of Ads

Modular Ads

Earned Rates, and How to Set Them

Newspaper Design Tips and Techniques

225

(32)

Ideas are Everywhere! o Personality, Character and Unity

Choice of Format

Typography Facts

Creating a Style Sheet

Headlines

Number of Columns

Constant Elements

How to Design Your Front Page

Using Photos and Other Graphic Elements

Page Layout Strategies

Getting Printed

Eight Specialty Book Projects for the Kitchen-Table Publisher

257

(38)

Secrets of No-Fail Book Publishing

The Three-Way Test

How to Publish a Picture History of Your City or Town

How to Publish an Institutional History

Finding Sponsors Who Will Pay

Historical Documents and Narratives

The Strange, Uncanny and Supernatural

New Editions of Out-of-Print Books That Are in Demand

Biographies, Ghost-Written and Otherwise

How to Buy It Cheap, and Where

How to Publish Local Color Novels and Poetry

How to Make Money Publishing Association and Membership Directories

295

(12)

An Easy Project

How to Make an Agreement with the Association

The Terms of the Agreement

What to Include in the Directory

How to Sell the Ads

How to Keep the Business

How to Make Money from Secondary Profit Centers

307

(10)

Secondary profit centers, and how to recognize them

Product Catalogs

Ads and Brochures

Ghost Writing

Annual Reports

Capabilities Brochures

Employee Manuals

Business Plans

How to Hire the People You Need (at a Price You Can Afford to Pay)

317

(8)

How to Find and Use Freelance Writers and Artists

The Profile of a Successful Sales Person

Where to Find Top Salespeople Who Will Wait to Be Paid

How to Pay Sales-people Out of the Commissions They Generate

Intern-Trainees Work for Free

Government Pays Half the Costs

How to Save Money on Printing

325

(22)

Affordable Printing: The Key to Success

Why Prices Vary Wildly from Printer to Printer

Why Your Local Printer (Probably) Can't Do It Affordably

Printing Specifications

How to Get a Quote

Cashing In: How to Sell Your Publication

347

(8)

What You Are Selling?

What Is Your Publication Worth?

The Gross, Not the Net

You're Selling Goodwill and Hard-Won Readership

The Role of Business Brokers

How Deals Are Put Together

Appendix I: A Simple Sales Manual That Works

355

(6)

Appendix II: A Library of Forms

361

(12)

Sources and Contacts

373

(10)

Glossary of Publishing and Printing Terms

383

(12)

Index

395

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Summary

Author Biography

Table of Contents

Supplemental Materials