PRODUCTS_ Books, journals, and information services in all media. Subject areas include business, technology, architecture, professional culinary, psychology, education, travel, health, religion, consumer reference, pets, and general interest.
CUSTOMERS_ Professionals, consumers, and students worldwide.
DISTRIBUTION_ Multiple channels globally, including major chains and online booksellers, independent bookstores, libraries, colleges and universities, warehouse clubs, corporations, direct marketing, and Web sites.
BRANDS/FRANCHISES_ For Dummies, Jossey-Bass, Frommer's, Betty Crocker, Pillsbury, CliffsNotes, Webster's New World, Visual, Howell Book House, J.K. Lasser, Unofficial Guide, Pfeiffer, Wrox, Architectural Graphic Standards, Capstone, Wrightbooks, Audel, Sybex, Whurr.
STRATEGIES
- Enhance core publishing categories through organic growth and acquisition.
- Maintain and expand strategic alliances and franchise products.
- Develop and grow industry-leading brands.
- Manage key accounts globally to increase sales.
- Leverage the Internet for sales and marketing gains.
- Expand electronic publishing activities, prioritizing key franchises, alliances, and brands.
- Accelerate growth through cross-business collaboration.
DOS For Dummies launched the brand in November 1991, winning readers over with a blend of clarity, accessibility, and compassionate humor that effectively allayed the anxiety and frustration that encounters with technology can bring. The approach has proven remarkably adaptable to the full spectrum of consumer topics, a wide range of formats, and, increasingly, cultures around the globe.
The expansion of the For Dummies program began in technology, its original subject area, with the Quick Reference pocket-sized guides and the All-in-One desk references. For other subjects, product lines are evolving in numerous ways to meet market needs. The recently re-launched For Dummies travel guides are streamlined for portability and contain a supply of Post-it® Flags. For Dummies foreign languages books have been joined by For Dummies phrase books. A new biography series includes such titles as Einstein For Dummies and Da Vinci For Dummies, keyed to the centennial of the theory of relativity and the popular novel. At checkout lines in supermarkets, drug stores, and mass merchandisers across the U.S., a series of For Dummies micro-magazines on subjects like kitchen remodeling, quitting smoking, and memory improvement are now on sale.
We also have a booming For Dummies custom publishing business, serving the information needs of clients such as The United States Postal Service, Hamilton Beach, Texas Instruments, and General Electric. In the U.K., Intel has sponsored the distribution of one million copies of Wi-Fi For Dummies, a 32-page promotional handout on home wireless networking.
On a global scale, indigenous For Dummies publishing is flourishing. L'Histoire de France Pour Les Nuls, the French-language title on French history, has sold more than 160,000 copies, the best-selling For Dummies book originating in a foreign language to date. Wiley has also acquired the publishing rights to the existing German For Dummies titles from our former publishing partner.
Wiley drives growth through alliances with a broad range of corporations and organizations that bring us complementary competencies and new author and customer relationships. Two recent ventures — one with Citibank in Asia, the other with Coach U in the U.S. — exemplify this strength.
With prosperity spreading throughout Asia, our Wiley Asia team saw an opportunity to partner with Citibank to create a quality finance book for Asian investors. The Citibank Guide to Building Your Personal Wealth: Essential Information for the Asia Pacific Investor is the result, with Wiley having provided the author and publishing expertise and Citibank their brand and investment know-how.
The book launched in November 2004 with a highly successful collaborative marketing effort; Citibank promoted it in its credit card statements, through links on its Web sites to Amazon.com, and in live presentations in the Philippines and Hong Kong. Total sales have far surpassed both Wiley and Citibank expectations, and the next step in the partnership will be developing a series of country-specific titles.
Over the past decade, coaching, once reserved for executives and athletes, has grown into a significant industry in the U.S., with psychologists and training professionals offering it as an effective means to positive change in nearly every area of their clients' lives.
Wiley has partnered with Coach U, the leading global provider of online coach certificate training programs, to create the first three Coach U textbooks: Coach U's Essential Coaching Tools: Your Complete Practice Resource, The Coach U Personal and Corporate Coach Training Handbook, and The Coach U Personal Development Workbook and Guide. Coach U content, formerly available only to Coach U students by download or in ring binders, is now presented with the full production values of a Wiley Higher Education text, and offered also to the broader public through Amazon.com and wiley.com.
