>> with congress in recess this week we bring you booktv all this week in prime-time here on c-span2. coming up and look at the book publishing industry. we will start with a tour of regnery publishing. >> a distinguishing characteristic that regnery has always been famously and authors

that take fantastic books. no new york publisher would publish them. regnery would publish them and they would become massive bestsellers. my favorite of that trend is leo damore's senatorial template about senator kennedy and how he drowned that girl. the truth is leo damore got one of the cousins to talk to him. he was kicked off the candidate candidate --. could you say you were driving? years later it's all on the record. no new york publisher would publish it. regnery publishes the, 27 weeks on "the news york times" bestsellers list. it was not flags of our mothers. publishers turned it down and published at 44 weeks on the

"new york times" bestsellers list. the way things are going in the trumpcare there's a hysteria and i'm not sure if you were still reading but it's everyday a facebook page that they think russia was behind. if you've visited america in 2016 you would notice the major cities. you couldn't drive a mile without seeing it six-foot tall trump signed but i'm sure it's on the facebook page. in any event they have a couple more hysterical than i've ever seen. i think the errors that i've written about and i think this is worse than even that. we could be right back to regnery being the only source. the only way for conservatives to communicate with one another. [laughter] so remember there is a reason

it's called -- he was called henry regnery the most dangerous man in america. here's to regnery. [applause] regnery publishing recently celebrated her 78th anniversary. booktv be visited their offices in washington d.c. to talk with many people responsible for bringing their books to publication. >> marji ross what kind of books to spread very published? >> guest: broadly we published books for conservative readers. we publish books on current events and politics and culture. we also do a lot more. we publish history books. we publish a little bit of fiction. we publish kids books and we have been called regnery state.

>> let's break that down a little bit. you say you publish books for conservative audience. has otherwise been the case? >> guest: that's always been the case from the beginning. henry regnery started the company 70 years ago was dedicated to publishing books for conservative readers and at the time and for a long time he was one of the only if not the only book publisher who was started off publishing some of the works of the modern conservative movement in his early years of regnery publishing. he published william f. buckley's first book "god and man at yale" and the conservative mind. we published witness by whittaker chambers and all of those books are still printed today and we still sell them today. >> host: does that say something about the publishing industry that those books

weren't being published necessarily? >> guest: it definitely doesn't henry regnery recognize that and saw an opportunity in the marketplace. he back then did what we still do today which as we publish books, we published conservative looks because they are great business but also because they are part of our nation. >> host: marji ross who are some of the authors, some of the contemporary authors? >> guest: we have published a lot of -- they include dinesh d'souza ann coulter david limbaugh ezra kline and some others. >> host: if you put in ann coulter bookout does it sell automatically because her name is anna? >> guest: it certainly helps that her name is on it but you can't say that any book is a

guarantee of success anymore. i think the publishing business has changed over the past 15 or 20 years. a lot more of the business has gone on line of course and people are buying on line so you lose the opportunity to visualize those books and publicize those books physically and you lose the sense of discovery that people have had for generations going into a bookstore in finding a book that they didn't know existed in finding an author that they didn't know about before. that's been a big change in our industry and frankly is put a lot more pressure on publishers to come up with interesting and creative ways to help people know that a book access when there isn't a celebrity author attached to it. >> host: how do you market a book over the past 10 to 15 years? >> guest: redgrave has become i think the leader in using

media to sell books and by that i mean we think organically from the very beginning of the book's life about how that book is going to become part of the news cycle and how the theme of the book and the topics and issues and not book will be connected with what's happening in the news. we have a crystal ball and we look at what's going to be happening and we try to anticipate what the concerns will be within our marketplace. what will be driving the news for our market and how are looks in their authors can be relevant to that. we use earned media whether that's tv or talk radio are certainly on line media outlets to really drive the conversation and make our book in our author part of that.

>> host: doesn't matter which party is in power work for sales? >> that's a great question. for a very long time we said what's bad for america is good for regnery and by that we meant when liberals were in party it might not be good for the future the of the country but it's great for selling conservative looks. certainly when the opposition party is in power conservatives become very engaged, very concerned about the future of america and it's a terrific landscape for selling conservative books. we have also downed over the past certainly the past couple of years that there is so much debate and disagreement and concern across the political landscape and what's happening in washington that conservative

books are selling very, very well even with the republican in the white house. i think that's because people are genuinely concerned about the direction of the country. they are concerned about looking for an explanation for what's going on and what direction we are going and how the country as conservatives have a country can return to some of the bedrock foundations that conservatives are important to keep the country on the right track. >> host: while visiting her regularly we spoke with sherri sherry crocker who is responsible for acquiring books. how do you acquire a book? how you acquired off there? >> guest: a lot of what we do

here is trying to project what will be in the news and some of the best books are books where this author on this topic will be dynamite so he makes that mary catherine. we pay for it and we put the two together and that is sort of been our go to strategy. going out and actively pursuing authors. >> host: ann coulter on immigration. as i want you all put together? >> guest: i think she came to us without one. and those ones where we take them to the other comment the author of course makes it their own. i say what you think about something and they'll say what about x minus two and we talk it through and eventually it works out that any ideas we generate

here become the authors idea. i can only help him to make his case the best way he can. >> host: somebody you have published several times as edward kline. you've had a conversation with mr. kline. how does it go? >> guest: at as a reporter so what we can do is say can you find this out and see if you can get the sources to ferret out the information that will be newsworthy. also saying him on the trail of the century keep pursuing this? >> host: when you acquire a book how long between that initial conversation until the look is on the bookshelf? >> guest: one thing that sets were very apart from a lot of publishers so many of them are current events driven.

there are short incubation times. especially when you are doing reports. you can't sit on the story for too long. because the book is on the shelves and you are shipping the books on trucks it takes four weeks to get coast-to-coast on the bookshelves. you've got to print the book and give shot months already. we have had any time from turnaround of the book from a week to more leisurely more traditional publishers. from conception to on the shelf a matter of months and in rare cases and some spectacular cases, weeks. >> host: have you started acquiring looks or the fall of 2018? >> guest: e, yeah.

they don't like what we call drop hints. the things you don't know about who knows if it's going to be news in september of 2018. we can guess. we'll have a better guess in april. you have to have a hot topic or a hot author. they have sold their shelf space for ahead of time so they might refer books six months. they want to have a good handle of what's going to be coming into the store. we press the issue a lot. >> host: harry crocker one of the national conversations that's going on right now is about assaults. is that something you keeping an eye on this things okay we have this author etc.? >> guest: there are topics

that are important. in a case like this a book on harvey weinstein could probably sell a lot of books. our books are an uzi but they are also tend to be more political and tend to be based on what's happening in washington. sexual assault is not one of our topics. >> host: capitol hill, tax reform. >> guest: nobody cares about reading a book on tax reform. if you want to do a book on why we pay a flat tax our bread and butter are hardcover $24.95

price points and there's not a big market for that. what drives book sales for us and telling us about that was published. that's the work for us. we need books that are about hot-button political issues they that you want to read about and want to know more about in the book is presented well enough that you are going to talk to all of your friends about it. it's not the people have conversations about tax policy all the time. >> host: george gilder is written about virtual coinage and you can learn a lot a reading one of these. >> guest: guilders not bad newsy model. these are books that you actually do enjoy but you enjoy

them on a different level in a different way because they help you understand the world. george will is a great example of that and mark stein. he's much more entertaining and witty. his books are really big thing books. they are very serious and those are rewarding books to do because it's one thing to have a book where you have scandalous stories to tell. it's really great that it's really great to publish a book that alters your perception of what actually happened. it helps you see it more precisely i should say. you start to put the pieces together and you think oh now i get it. that's why the country is going this way or politics are going this where people are behaving this way. those are important books that

last. >> host: you published a biography on an explanation of sorts of donald trump, president trump. >> guest: we have books that relate in many ways to donald trump. we published a book in 2011 called time to get tough. that was fun and it was an important book. it was a book that allowed him to talk about his vision for america and what was going wrong in the country when he flirted with the idea of running and decided ultimately not to run. we published books by donald trump and books about donald trump. during the 2016 election we published a really important book. her last book called the conservative case for trump and

that played a role in helping him get elected by leaning to people who might be wondering explained from someone who had unimpeachable credentials and that's the reason why it's important for us to vote for him. and throughout 2017 we have been publishing books that talk about different aspects of the trump administration and not only what he stands for but also all of the forces against him including one of her most recent selling books a book by ed stein called all out were a plot to destroy donald trump. >> host: would you consider to be a bestseller? >> guest: i consider a bestseller to be a book that

hits the publishers weekly bestseller's list and that is the national bestseller list on data and it really captures books that are selling the most topics in any given week across the country. >> host: how many units? >> guest: authors ask me all the time how many books you have to sell to get on the bestsellers list? it's all relative. in any given week to get onto that list with this view has maybe three or 4000 books. in a the busy season such as the lead-up to the holiday season it could take 15,000 to get on the list. it really depends on the competition in a given week and publishers certainly take that into account when we plan when we are going to release books. sometimes we think they be we

are better off releasing a book in april when there are fewer books buying for those top spots on the bestsellers list. >> host: the covers on your book just looking at your bookshelf some say the best sellers and some say "new york times" bestseller. why the difference? >> guest: we made a few big decisions here at red very earlier this year to stop using "the news york times" bestseller moniker and finding other ways to track bestsellers. we did that because "the news york times" bestsellers list did not reflect what was selling the best in the country. and whether that's a little biased or simply an outdated means of tracking sales we felt

repeatedly that the hooks that were selling the most copies in a given week across the country weren't ending up on the top of "the new york times" list and like the that was especially true of with conservative books whether regnery books are published by someone else. time and again conservative books would outsell books from authors. would outsell the books when we looked at this book scan data and yet it was lower on the new york press time sellers list. we decided that was reflective of what was going on. so we made a big change that we were going to use the publishers weekly bestseller's list going forward. >> host: you have been brought

to the attention of "the news york times" seller specialists. >> guest: we have. in previous years and their response has always been we have a proprietary formula and system for calculating this list. it's a secret how they do it and that's a hard thing to argue with. certainly not a -- way of calculating or reporting on data and we just felt it wasn't reflective anymore. >> host: was a good promotional tool to be able to put that on the book of "new york times" bestseller? >> guest: yes, frankly it was because the average reader who is not following this controversy every day didn't know the the new year times bestsellers list was no longer

in sync with the actual best-selling books in the country. people inside the industry have frankly complained about it for a long time and have known that this is an issue and have talked about this for years feeling that they have been treated unfairly. but the average reader would see "new york times" bestseller into them that just meant national bestseller. that's the reason we have used that for so many years and certainly plenty of our books have been on "the news york times" bestsellers and many of her books have been number one in the near times bestsellers list. there's a certain degree of trepidation that we made that decision saying no despite the fact that that's a powerful marketing tool in some cases.

we just didn't feel that we could in good conscience use that anymore but with didn't believe what was applicable was going on. >> host: marji ross in time to get tough, whose idea was that? >> guest: it was a combination of watching donald trump speak at conservative defense and. >> more politically. so we have the idea and he had the idea at the same time. we had been talking about him doing the book so we approached him and said we should talk about this. i went up to his office in new york city and we made her case for why we thought we needed a partner. he agreed. we struck a deal and started right away. it was a terrific project. i really enjoyed working with

him and he was one of the hardest working authors i have ever worked with. he would not turn down one thing that we asked him to do in order to promote the book. and the funny thing was he announces he is going to run. i took the book off the shelf and looked at it to make sure there wasn't anything in there that would align with what he was campaigning on it what he was saying and there was nothing in the book which i was impressed with. we contacted his office and said we would like to do this in paperback. within three days we had a response back. here are the things we would like to update, let's go and we did.

>> host: tough dealmaking with him? >> guest: it was fun dealmaking with him actually. i thought we struck actually really good deal. that's about it. >> host: what's the difference between a hardback and paperback? >> well it's such an interesting changing dynamic as well. as people have gone to e-books and e-books have become more and more popular goal of the paperback has changed a little bit and people who used to say we will wait until this book comes out in paperback they don't have to wait any more. they can downloaded and read an e-book. when we decide to release a book

we almost always do it in hardcover as a statement of frankly the gravitas of the book and the seriousness of the subject matter. but there's also a part of the decision that resides with our announcement of who the leadership is. is there some topic of self-improvement and even the business book and certainly some lighter entertaining topics. probably the readership is more used to reading those books in paperback. we do release some of our books in original paperback but by and large our current events and -- our first hardcover books. our experience is the media treats those books more seriously as well and we want to

make sure we get the attention of the media with their new releases. preska what percentage of your books come from e-books? >> guest: about 25%. >> host: steadily growing slower? >> guest: that's been the case throughout industry. i talked to publishers all the time about the e-book business and we have all seen a very steep growth curve over the past eight years which has pretty much leveled out for the past couple of years. some categories we see much higher percentage of e-books and fiction. e-book versus print but for the industry and for our program about 45%. >> host: how many books have you published? >> guest: we growing and we

have planned 50 new titles for 2018. that's an increase of about 10% over 2017 and an increase of about 20% over 2016. most of that growth, all of that growth is outside of our current events political category. we are growing our fiction line. excerpt for the conservative books staying about the same and that will be somewhere around 25 titles next year. >> host: so you have plans for 2018. would you start working on those

books? >> guest: we started working on some of those books earlier this year but we also are well-known for rushing books to press because of our focus on current events and breaking news. we have -- we are negotiating right now books that we may not find until the end of the year or even early 2018. we are able to get more books very quickly rushed to the marketplace and sometimes there's a breaking news story or a new trend or a new issue that's becoming really important that we want to be part of. they are good at rushing those books out.

>> host: marji ross an issue know there's a conversation going on right now but sexual harassment. is there a book that's going to be put out on the topic? >> guest: it all depends on who's writing it in how quickly they can write it. we love to collaborate with our authors. obviously if you have an issue it is important. we can get a book turned around. we have had books that have been signed and delivered within 30 days ended the bookstores two months later. >> host: what happens in that two-month? >> guest: a lot of things happened very quickly. within that two-month 22 added, layout, sign, print, market sell

and get those books on the shelf. but that's possible if you have a good track record for doing that well, if you have a good relationship with your printer but also with your retail partners. and if you have a brand that is known for current events,. >> host: wary of books printed? >> guest: our books are printed as a printer located in chicago. they do almost all of our printing. they are wonderful partner and they have worked for with us for many years. they believe in the kinds of books we are doing. they are very good at getting books turned around quickly and getting really good quality books and they work for a lot of other publishers as well.

of course being centrally located helps too. we cannot only give bookstore warehouse is put in some cases if we have a really fast-moving book boeheim might shift the book direct from our printer. >> host: marji ross is there a big warehouse somewhere with thousands and thousands of regular books? >> guest: hundreds of thousands of regular e-books. jackson tennessee holds all of our books. we partner with ingram as our distributor and they handle all of the warehousing, shipping of all of our books throughout the country. we sell our books and all the places that people think of buying books. barnes & noble of course amazon but also costco in walmart target sam's club airport stores

and kroegers and places that people like to buy books. >> host: because of the price of books that you published has anyone ever said no we will not publish your books? >> guest: yes, they have. i think by and large all the big national retailers are very savvy about serving a wide market and they understand that there are people from both sides of the aisle who shop in their stores and shop on line and they want to make sure they are serving those people. i think it is more true in the independent stores where those stores are sure they did to serve maybe a local market and a very specific customer base and that store knows particularly well and definitely some of

those stores don't serve the conservative marketplace and don't want books in their stores. >> host: looking at some of the titles and some of the designs up with covers on the bookshelf behind you somehow the author's name in big letters and some have images and some have pictures. >> guest: we have a lot of fun coming up with titles and jackets. a very important part i think of the publisher's job is to help the author come up with the title and come up with the right jacket. i think there's a great art for that that can help anonymously. some of the things that we think about when we come up with and help brainstorm titles is making sure our titles are not only unique and distinctive but also

that our title can be a phrase or a word that becomes part of the conversation about the book. when we for instance came up with the title all-out war we knew that was not only the title but also the way that really describes what an author believes is happening but also what are audience want to happen. there are a lot of people who believe there's an all-out war being waged against this president and this administration with the desire to take him down politically and personally. it's not just typical partisan battles but it is something on a totally unpersonhood of the

larger scale that is probably best described as all-out war. when we think about our media campaign with our author we like to think about ways that the title of the book could become part of the media discussion. that i think can make a very powerful title. it's more effective than just saying in my book xyz, in my book, as you read in my book all-out war but actually talk about the all-out war and have that he come a phrase that resonates so that's one of the ways we think about coming up with powerful titles. sometimes we do what we call a -- both. we have those celebrity author and we want their face on the

book. that works when you have an author who is very beloved are very well-known with the audience and the job of the jacket is to get a dif -- prospective buyer to reach out and grab the book. in some cases they are drawn to a picture of someone they know. in other cases it's because they are drawn to what we try to convey is an emotional message of the book. to convey in every way and the title and the design in the image, and the colors in the font, the emotional message of the book whether that is here, whether that is anger, whether

that is hope, whether that is reassurance or whether that is outrage. >> primarily my responsible czar oversee and assigned a high-profile covers for all of our books. we have a think five in print starting off with the political and current events and the history in print and we recently got into fiction imprint in the last year and a half i think now. we do the children's and prints which is another one so basically all the hype profile i do and i have a great team of designers to help me out. i think they have a couple of pieces out here. then i also watch over the interior to make sure there's topography consistent with the coverage. >> host: why would a sebastian gorka get a cover like that while george gilder will get a

google like that? >> i think what is vastly different and it's a good question, i don't think george gilder is currently as visual as sebastian gorka, as chief strategist for trump and basically in this photograph he is giving one of his famous speeches to the cia. we think putting him on the cover in his domain basically it's explaining why we fight. everybody is familiar with google so this was one of the many solutions for google. we had google upside down. we had a skull and cross bones visual of that but now we are thinking that this is really about the economy. here's another one all about bitcoin and we are thinking the

google upside down being replaced by bitcoin and the economy so these are two versions of that one. >> host: has that one bin decided? >> guest: knowing that fact this is all soon to be fleshed out. some of these things are going to be published like this one for karen pence. >> host: in the children's book about the bunny rabbit. >> guest: the vice president bunny rabbit correct. klitschko who has input on a book like this? >> guest: this was all marji ross the publisher. this was her baby and it was quite a surprise in quite a big surprise when she informed us all that she landed. it was great. alessa myself in march he went

the vice president's house and met with him and did signing of the bunny on the contract. it was quite exciting. >> host: is that one of karen pence's illustrations on the front? >> guest: this is actually one of those situations where it kind of helps to be the art director on this. the original illustration is very much saturated and this was a totally separate illustration but they wanted to give it a sense of place which is the vice president's house. we took a scan of her original house which is going to be inside and just put the subject marlon bondo, the bunny, in front. a very good illustrator. >> host: when you put a photo

on the front of the book what are you saying? >> guest: that they are well-known and they are celebrity. this is a facebook by a famous pr guru, sebastian obviously. you could consider this to be facebook. everybody knows these gentlemen. it's not really facebook because he's not the author that this is about the pope and pope francis misleading the catholic church. we often do facebook high-profile. >> host: here's one of your titles the 10 biggest civil war blunders. and the typeset is relative unique. >> guest: is not unique to the

period and that's a makes it appealing. one of the things, it's all about by process. i literally turn the internet upside down looking for images and source material. i will go back to the civil war and literally google civil wars fought and look up what did they use in the civil war as topography. this is an entire back cover from the civil war and the millions and millions of other graphs and images and paintings out there this one just really satisfies all the destruction and the mistakes of all the men falling down. it's a beautiful cover. >> host: an author like stephen could see his name is bigger than the title. and her name is smaller than the title.

>> guest: stephen coons has a strong following of fiction readers and you'll see that across almost all fiction books. they read a book because of who the author is. nancy houston is not well-known so the subject matter for the audience, a christian audience is pretty self-explanatory there. david limbaugh. everybody knows david limbaugh. even though they are equally in size we go top to bottom left to right so we'll see him first. >> host: does david limbaugh have a say in how that cover looks? >> guest: david limbaugh says he loves everything we do and i'm not kidding. he absolutely loves it. >> host: does ann coulter have a say in everything you do? guest:you know the only book i did for her, that's a very good

question. i've only been here three years and i will admit i didn't even know who ann coulter was three years ago. my very first book, one of them was ann coulter's book. i had to ask myself in doing my research why do oliver books look like "sex and the city" meets politics? yes she is attractive, very thin thin, nice body and i don't want sex. i wanted to be about ann coulter so the very first book i did was just and kona broke away from her mold. it was just her face. the look on her face basically follows you everywhere, the ice. it was her best book ever. i was really happy with that. >> host: john caruso if we went into a bookstore could we pick out your cover's? >> guest: nope because every

single cover of mine is unique to the tone of the author and the contextual elements inside, everything. everybody says wow they are sewed different. you can look on the shelf and see everyone every one of them is different. the only thing you could say is they are beautiful images and beautiful typography and that's the hallmark of the will of a good cover. it is appropriate for the subject matter. >> host: does it help to have an author go on tour to sell the book or how would you inc. in social media and marketing? >> guest: for many, many, many years authors went on whistlestop tours to promote their books and we probably were the first big publisher is said that is not a worthwhile thing

to do. we said an author can reach 100 times, 1000 times, 10,000 times as many people sitting in their living room in their pajamas doing talk radio as they can going out on tour and speaking to people in person. what we decided was we would focus on television, radio and print and that's digital print and in person events that we wanted our authors to do were only those that we could leverage by having media like c-span cover. if we knew that media coverage would be out of the equation then it would be worth it but just an in-person book signing

and the multicity tour was not worth the time and expense and effort. now we have definitely redeployed those resources into social media as you mentioned and that has become a very important part of our marketing campaign. again for many years publishers talk about social media and whenever they were asked they would say we have no idea or how do you know this is working? we have no idea, we just think we need to do it. it's really only in the past i think 18 months that certainly we have been able to justify going into social media in a big way and now social media has

become a very important part of our marketing campaign because it is now the way we feel to build word-of-mouth. it's the new word-of-mouth mechanism for us and that's not to say that hasn't been so for a long time but i think we did reach a tipping point honestly in the past couple of years where because so many people are now in the habit of buying books on line and buying everything on line, people are comfortable getting their recommendations and discovering new books and new authors through social media media. so we used that in a number of different ways whether it's on facebook or whether it's google app for amazon search apps or whether it's twitter, we have all of those things come off

instagram, all of those things are powerful vehicle's for driving word-of-mouth and driving buzz through social media. >> host: every book according to marji ross has its own marketing felicity strategy. how do you develop that? >> guest: we start by reading the book. each has a publisher that's assigned to. we look at the positioning and what it is about this book that's going to sell. something that the news is going to want to talk about and make people click the link. the together plan and a strategy and a lot of what's happening and is currently that's relative to the book. we get on a call with the author author talk about an hash out

some ideas and usually half of that works out if we are lucky. but we are collaborative as a team and we bring in the author as well. >> host: is important to click on a link i have heard. >> guest: yes. a lot of what we do on the visual marketing site is on facebook. people are immune to advertising that looks like advertising so a lot of our job is figured out how to put out comments about the book and driving it to our web site and driving it to our web site without looking like spam. to do that we have to make sure we are talking about what our target market cares about and telling them this is a book that you don't care about now but you should. we talk about what are you

concerned about and thinking about and showing them that this book. >> host: give us an example of a recent marketing campaign. >> guest: okay well we had a world war ii book in the end of july which was very exciting for us because the subject of the book, jerry young, 93 years old the last combat mission of world war ii. we sent him to al a the american library association conference and the charm of the librarians there. we got footage of him telling a story and put together for a minute very quick video and put it on facebook and pushed it to a couple of different audiences, our core audience. we got great audiences for remarketing on facebook and it

now has been shared over 30,000 times. it's something that we are really proud of. >> host: nicole yeatman how much of that was just viral? >> guest: we only put $100,000 behind posting it. we try to spend money really carefully. we don't have a marketing budget. we have a publisher's marketing budget so we are smart about how we spend it and that $100 ends up bringing a huge audience. >> host: alyssa cordova what was your role in publishing the book? >> guest: my team and i were primarily on the new streamside so with us in that book will be captured was what a special treat it was to have a first-hand account of a living

world war ii veteran who flew such an incredible mission and had this incredible life story of the war which was a huge part of the story so targeting specific outlets. we believed they would really grab onto that story which they did and we got a huge profile piece in "the new york post" for the 4th of july. it was a great prelaunch into that and that's on top of video married together so well. it was an ideal situation. everywhere someone turned they were talking about this incredible story which really made the book successful. >> host: how success -- how closely do you two work together? >> guest: . closely because there old is on launch people are hearing about on the radio may be seeing it on tv or maybe on facebook.

we coordinate really well and part of my job is to then take it and package it in push it out to audiences on social. >> host: solo book like that of an unknown story for the most part until the book came out for instant pr for gingrich, which is tougher? >> guest: that's an interesting question. i think it depends on what aspect you are talking about. for someone like newt gingrich it's really easy to get on media. he's already on tv and people want to hear what he's talking about the challenge for someone like that is they want to get into the book and not a commentary on tv. it actually sounds relevant to what's happening in the news. >> host: when do you start

thinking about a campaign for a book? >> guest: it depends on her imprint. something like her history books, our faith books, fiction. we need a longer lead time. we are thinking about how we are positioning it in to our target market is. the marketing job is to get retailers excited about the book. that's the first death and then returned to the manuscript and then you start thinking more seriously so about six months out but doubt is our big clinical book written up until the deadline which includes the latest news. it's a really short timeline and that's what makes us unique. that's what helps us do so well as we are able to put together a marketing plan. the website

for the interactive constitution.