Wednesday, April 16, 2008
THOMAS NELSON DROPPING BOOK EXPO & ICRS
Thomas Nelson announced today that it will not be participating in Book Expo America (BEA) 2008 and the International Christian Retail Show (ICRS) 2008. "We have been discussing this move for some time," said President & CEO, Michael S. Hyatt. "But the current economic downturn is forcing us to re-evaluate the expenditure of every marketing dollar. We are committed to doing our best to support our products and distributors with marketing expenditures that result in greater sales. And we have determined that, for Thomas Nelson, these trade shows provide very little return on a very significant investment."
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This gives me (as a writer) a lot to think about. If Thomas Nelson can drop "these trade shows [that] provide very little return on a very significant investment," I also need to assess where my marketing time and dollars are getting their best return--and make adjustments. I guess we all need to do this--if we want to stay in business.
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