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We sell and market a book direct to its target audience online. All potential customers for the kind of books we publish spend research time online, and almost all buy online. By avoiding the costs and risks of publishing books onto bookstore shelves, we are able to offer higher royalties, real marketing investment, and ultimately higher earnings for you.

Marketing
Authors feel that publishers do not do enough to promote their books, and we accept that in the traditional publishing model this is true. Publishers pay physical retailers to stock titles on the chance your target customer walks in. In contrast, at Packt we will promote your book directly to its target audience online by investing heavily in online marketing and promotion. By avoiding the costs of managing the general physical retail channel in favor of the specialist online channels, we are able to spend up to 20% of our revenues per book on promotion.

Royalties
This focused business model translates into high royalty rates for you as an author, 15% of our net revenues on each copy sold. We will also pay you an advance against your royalties.

Earnings
The net revenues to which these royalty rates apply are higher at Packt because:

We give lower discounts to retailers reflecting the fact that we don't rely on passive bookstore marketing
We take almost no returns from any booksellers; such returns have traditionally eroded the authors' income

Let's illustrate exactly what this means with an example. If a traditional publisher sells your book for $50 retail, and applies a trade discount of 60% with a royalty of 10%, you as author get $2.00 per copy. If Packt sells your book at a trade discount of 40% then you get $4.50 per copy.

The New Reality
This new business model is profitable for you as an author and us a publisher at lower unit sales than the old generalist retail model. This lets you focus. The computer book market has been saturated by superficial books on generic technologies, because economics have prevented authors from taking a more focused approach. Customers want you to focus on their specific needs, and are willing to seek out and pay good prices for genuinely useful books. If you want to focus and get the maximum reward for that effort, then talk to us now at the contact e-mail address below.

Contact: authors@packtpub.com

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