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3. Custom
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FOR
DUMmIES‰

4. Custom Publishing For Dummies®
Published by
Wiley Publishing, Inc.
111 River Street
Hoboken, NJ 07030-5774
Copyright © 2010 by Wiley Publishing, Inc., Indianapolis, Indiana
Published by Wiley Publishing, Inc., Indianapolis, Indiana
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10 9 8 7 6 5 4 3 2 1

5. Table of Contents
Introduction.............................................1
Foolish Assumptions......................................................1
How to Use This Book....................................................2
Where to Go from Here..................................................3
Part I: Publishing the Custom Way............5
Custom Publishing Explained.......................................6
Working with Wiley’s Brands........................................6
For Dummies..............................................................8
Frommer’s..................................................................9
CliffsNotes................................................................10
Betty Crocker ..........................................................10
Better Homes and Gardens....................................11
Wrox..........................................................................11
Howell Book House.................................................11
The Unofficial Guides..............................................11
Working with Your Own Brand...................................13

6. Part II: Getting the Most from Your
Custom Product......................................15
Assessing Your Options...............................................15
Using Wiley’s Global Network.....................................17
Reaping the Benefits.....................................................17
Part III: Ten Reasons to Partner
with Wiley.............................................23

7. Introduction
Welcome to the world of custom publishing, Wiley
style! Here you’ll find out about how custom
publishing works, the global success of Wiley’s publish-
ing brands, including the For Dummies phenomenon,
and how partnering with Wiley can help promote your
company, service, or product.
Foolish Assumptions
Perhaps you’ve picked up this book because you’re:
✓ Interested in new ways to get your company’s
message out there.
✓ Unsure what benefits you’ll get above and beyond
your traditional marketing methods.
✓ Hoping to partner your company with a premium
brand but don’t want to break the bank.
✓ Looking for key information about custom pub-
lishing in an easy-to-understand format because
you’ve got other things to do — like marketing
and running a company!
Deciding how to spend your marketing budget is a big
responsibility — and this book can help you determine
whether working with Wiley is the right choice for you.
Sound good? Read on!

8. How to Use This Book
Custom Publishing For Dummies has three concise but
information-packed parts:
✓ Part I: Publishing the Custom Way: Exploring
your options when partnering with Wiley and the
Wiley brands you can partner with.
✓ Part II: Getting the Most from Your Custom
Product: Delving deeper into the custom publish-
ing process and its benefits.
✓ Part III: The Part of Tens: A fun feature of For
Dummies books, giving you a snapshot of the bene-
fits of partnering with Wiley.
Dip in and out of this book at will — go directly to any
section that interests you or read the whole book from
start to finish. (Go on, it’s not War and Peace!)
To make it even easier for you to find the info you
need, handy icons are a staple of the For Dummies
experience:
This icon targets hints and shortcuts to
making the most of custom publishing.
Take into account these important points
when considering your own custom publica-
tion projects.
These true stories give you an insight into
how custom publishing works in the real
world.
2

9. 3
Where to Go from Here
Now that we’ve piqued your interest, read on! If you
have any questions or want to find out about the next
step on the road to partnering with Wiley, contact
bizdev@wiley.com or call (317) 572-3205.

10. 4

11. Part I
PublishingtheCustomWay
In This Part
▶ Finding out about Wiley’s custom publishing
opportunities
▶ Introducing the For Dummies series and its global
success
▶ Reaping the custom publishing benefits
Custom publishing products provide you with a
proven, successful route to your clients and cus-
tomers. Custom products offer a marketing solution
that enables you to differentiate from your competi-
tors, realize value for money, and link with incredibly
successful brands. What more could you want?
Unlike brochures or flyers, readers see a cus-
tomized product as a premium product, one
that they keep. This high customer regard
means the custom product has longevity and
sets your company’s product or service apart
from your competitors.

12. Custom Publishing Explained
Custom publishing is where a publisher works with a
client to create a tailor-made product that exactly
matches their needs. Your custom product can be
almost any format, including print books, e-books, and
how-to videos. The key to your product’s success is tai-
loring the content of the publication to your target
audience — current or potential customers, business
associates, or anyone else you want to reach.
Custom products can be produced based on our exist-
ing content or your existing content, or written on your
topic. You can partner with one of Wiley’s brands, or
you can choose to use your own brand. The following
sections take a look at those two options. Regardless,
we’ll work with you every step of the way to create the
custom product that suits you best.
Working with Wiley’s Brands
Wiley is the proud owner of a long and prestigious list
of customer-friendly brands and titles ripe for customi-
zation. Figure 1-1 shows a selection of our brands.
Figure 1-1: A selection of the Wiley brands you can partner with.
6

13. 7
Wiley has been successfully creating customized prod-
ucts using these brands with clients for years now.
Figure 1-2 shows how some of our partners have used
our brands so far.
Figure 1-2: A selection of custom publications we’ve created
with partners, using a variety of our brands.
Our branded books have been a big success because they:
✓ Enhance the customer’s experience, giving them
a high-value “extra.”
✓ Offer an independent voice, gaining the reader’s
confidence.
✓ Provide a comprehensive resource, satisfying
customers’ queries and curiosity.
Here’s a quick look at some of Wiley’s many brands.

14. 8
For Dummies
Wiley’s For Dummies publishing program is a global
phenomenon, the world’s number-1 knowledge brand.
For Dummies is a very popular brand for customization,
helping our partners create some incredibly successful
marketing and publicity campaigns, such as the ones
shown in Figure 1-3.
Figure 1-3: Just a few examples of For Dummies custom books.
The first For Dummies book was a technology
title published in the U.S. in 1991. Since then
the series has taken the world by storm. Now
more than 200 million For Dummies books are
in print, in more than 30 languages! You’ll find
a For Dummies book on almost any topic you
can think of, and the new topics keep coming.
The popular For Dummies guides bring you:
✓ An unrivalled reputation for helping readers
understand new or difficult subjects. Millions of

15. 9
people have learned how to use a PC, speak a
new language, or brush up on their history
thanks to Dummies.
✓ Information on a zillion technical and consumer-
interest topics. Areas include computing, health,
business, personal finance, real estate, sports,
cooking, crafts and hobbies, and many, many
more.
✓ A brand name with near universal recognition
that’s constantly in the media. Movies, television
shows, magazines — we’ve been featured in all of
them, across the globe.
✓ A distinctive black-and-yellow cover design
that’s instantly recognizable. Customers immedi-
ately know the content is easy to understand, no
matter how technical the topic.
✓ A lighthearted, unpretentious read. Accessible
information feeds the reader’s knowledge and
puts the fun back into fundamentals!
Frommer’s
Frommer’s travel products help you explore your
travel destinations the way locals do. Whether you’re
venturing close to home or across the globe, whether
your budget is limited or limitless, Frommer’s strives to
live up to your customers’ discerning approach to
travel by delivering the most candid and reliable
information.

16. 10
CliffsNotes
Students from junior high to grad school have been
turning to CliffsNotes to save study time since 1958.
Now you can put the power of that brand to use,
whether the audience you want to reach consists of
current students or former students who have fond
memories of how CliffsNotes helped them. Our expert
writers can turn your material into a custom CliffsNotes
title that delivers your message with the same trusted
style.
Betty Crocker
With more than 62 million cookbooks sold since 1950,
Betty Crocker is the name consumers trust for reliable,
tasty, easy-to-prepare recipes. From the classic “Big
A very Sharp success!
When American television broadcasts were poised to switch
from analog to digital, Sharp partnered with the For Dummies
brand to create a 48-page English/Spanish flipbook called DTV
Transition For Dummies, Sharp 2008 Pocket Edition. The mini-
book went out both as a value-add printed book to retailers and
as a digital download for online customers. The result, accord-
ing to Terri Siebert at Sharp, was “a huge success. The over-
whelming response resulted in a second press run and the
digitaldownloadoptionprovedtobean invaluabletoolforonline
consumers. Our channel partners appreciated the strength of
using the For Dummies brand and utilized this wonderful bilin-
gualbookletasanopportunityto offera freevalue-addatretail.”

17. 11
Red” cookbook to a wide range of specialty titles —
nearly 40 in all — Betty Crocker has a cookbook that’s
perfect for every taste.
Better Homes and Gardens
Better Homes and Gardens is the vibrant, down-to-
earth guide for the woman who is passionate about
her home and garden and the life she creates there.
Assuring, experienced, and wise, BHG surrounds her
with refreshing ideas and directions that sparkle with
clarity. We inspire her to dream and instill her with the
confidence to create, improve and transform her sur-
roundings, and enhance her everyday life.
Wrox
Wrox Press, established in 1992 to publish books for
computer programmers, features books written by pro-
grammers for programmers, and the Wrox brand
means authoritative solutions to real-world program-
ming problems.
Howell Book House
Howell’s pet publishing program includes books and
reference works that inform, entertain, and give guid-
ance in the care, behavior, training, and enjoyment of
dogs, cats, birds, horses, fish, reptiles, and amphibians.
The Unofficial Guides
The Unofficial Guides present factual, unbiased informa-
tion about travel destinations, technology, real estate,
business, health, and lifestyles. Readers can rely on The
Unofficial Guides to deliver authoritative, must-know infor-
mation not influenced by any company or organization.

18. 12
Linking your brand with ours
If you choose to partner with one of Wiley’s brands, having
your company’s name or logo on the front cover is the first
sign your brand is linked to ours. But wait, there’s more! You
can also include:
✓ Information on your company on the inside of the
front cover.
✓ Content specific to your company’s product or ser-
vices, if you want to feature your company name in
the title.
✓ Two pages of ads in the back of the book. Use the
ads creatively. Standard ads can be powerful, but a
reader offer or competition directing readers to a
Web site is an opportunity to find out more about
your customers.
Of course, your brand also gets the benefit of our brand,
because our branded custom publications keep our trade-
mark style. For example, when we produce a For Dummies
book with you, the book looks and feels like every other For
Dummies book — and is in fact worked on by the same team
that produces all our For Dummies titles — so the reader gets
all the benefits they expect from a Dummies guide.

19. 13
Working with Your Own Brand
If you’d like to use your own brand to create a
customized book, you can. By partnering with
Wiley you’ll tap into our world-renowned pub-
lishing expertise to create a marketing piece
that exactly suits your brand. Figure 1-4 shows
examples of projects where we’ve worked with
partners to make the most of their own brand.
Figure 1-4: Just two examples of private-label books.

20. 14

21. Part II
GettingtheMostfromYour
CustomProduct
In This Part
▶ Discovering your options
▶ Going global
▶ Reviewing our most successful custom projects
Deciding which brand to use on a custom publica-
tion is easy. Now comes the hard part — choosing
the format of your book and using it to its full potential.
Assessing Your Options
Getting the maximum marketing benefit from your proj-
ect means making decisions about what your audience
wants. Think carefully about:
✓ Your topic. Focus on a specific product you pro-
duce, a related area of interest, or on something
completely different to pique your customers’
interest. The sky’s the limit when you partner with
Wiley.

22. ✓ Your audience. Who are you trying to reach?
Existing consumers? New customers? Decision-
makers who might see a need for your offering?
Or are you more interested in a premium? Your
target audience is an important factor in how the
book is crafted.
✓ Your content’s source. We can generate content
for you from the full breadth of Wiley’s list of pub-
lications and tailor it to your needs. We can also
work with any existing material that you have and
want to use.
✓ Your book’s format. Your book can be any size
from the minibook format that you’re holding
right now to a full-size coffee-table, glossy, full-
color book.
We produce books in all shapes and sizes —
whatever you feel best fits your message. If
you need more room to explain your product
or services, simply ask.
16
Blue-chip branding
Daimler wanted to create a book that represented not just a cor-
poratehistory,butthestoryofoneoftheworld’smostrecognized
brands:Mercedes-Benz.InconsultationwithDaimler,Wileycre-
ated Enduring Passion, a beautiful premium-quality product that
trulyrepresents the essenceandethosofMercedes-Benz.
Simultaneously published in English and German, the book has
been a great success, fulfilling Daimler’s marketing objectives
and proving a hit with both business and car enthusiast
audiences.

23. 17
Using Wiley’s Global Network
Wiley is a truly global company, and we can help you
reach a global audience. When you partner with us you
have the opportunity to work with our worldwide net-
work of offices and trusted publishing partners. We can
produce translations of custom publications that can
reach your audience wherever they are and in what-
ever language they speak (see Figure 2-1).
Figure 2-1: We can produce custom publications in any language.
Reaping the Benefits
We could tell you how happy our custom publishing
partners are with their projects . . . but we think they
speak for themselves.

24. 18
Dummies custom publishing allowed Google to tap an
audience and educate them in an exciting new way. The
respect that our target audience has for the Dummies
brand helped to ensure a successful campaign.
—Google
Figure 2-2: Wiley helped to connect people with Google.
The response we have had from call centers around the
world has been phenomenal. The fact that our guide
(Direct Debit For Dummies) has made it all the way to
Kathmandu illustrates the global value of the information
we developed and the positive impact it can have on

25. 19
customer service levels for some of the UK’s biggest
corporations.
—BACS, UK
The team at Wiley was friendly, reactive and
communicative throughout the entire process — not
dummies at all! Our minibook created previously unseen
levels of interest at trade shows, and continues to inspire
high-value opportunities. We’re now looking at translating
into different languages and printing more copies.
—Sybase
Figure 2-3: Wiley helped Sybase to generate high interest at
trade shows.

26. 20
We used Live Well: A Woman’s Guide to Optimum
Health to attract visitors to our website, and it helped us
reach 115 per cent of our online media target. It’s been
popular with our financial advisors who use it in a variety
of ways from client appreciation to lead generation.
—Sun Life Financial
Figure 2-4: Partnering with Wiley can help you to reach even
more clients.
[Our] most successful direct marketing campaign in 2007
featured the well-known For Dummies brand […]
targeting the exporting community through DM, eDM, and

27. 21
magazine inserts, recipients simply had to visit a unique
landing page or call a toll-free telephone number to
request a free copy.
—Export Development Canada
Our collaboration with Wiley Publishing on this venture
(The Design Mix) was truly amazing. We have forged a
genuine partnership that is now being developed for future
publishing projects.
—Bombay Sapphire
Figure 2-5: Bombay Sapphire gin partnered with Wiley to
create this stylish book.
Feedback on the book (Diabetes For Dummies) is very
positive. It is proving to be a very popular book with GPs.
—AstraZeneca UK

28. 22
The professionals behind the For Dummies concept under-
stand the power of effective communication and have
found a way to bottle it. Their editor turned our rough-and-
ready text into a first-class publication that our customers
are still raving about — and using — 12 months on.
—Thorpe-Bowker Australia
Adding the Dummies book to our cookware sets was our
most successful bundle promotion — by far! It
dramatically increased initial buys from our retail
partners.
—T-Fal
Sheer genius!
—IBM
Wiley custom publishing partners include
computer software manufacturers, pharma-
ceutical companies, car manufacturers, and
mobile phone companies from around the
globe.
We’re waiting to hear from you!

29. Part III
TenReasonstoPartner
withWiley
The Part of Tens is an important section of every For
Dummies book, giving readers a quick — and often
humorous — snapshot of the topic. This Part of Tens is
double the fun, because it summarizes why working
with Wiley will work for you:
✓ Create cost-effective, sock-it-to-’em marketing.
✓ Establish a link with fabulous bestselling brands.
✓ Help your customer make the most of your prod-
uct with tailor-made content.
✓ Distinguish your company from the competition.
✓ Add extra value to your product and services.
✓ Attract new customers.
✓ Take advantage of “pass-along” marketing with a
book format, a format that customers are naturally
reluctant to chuck away but very likely to share.
✓ Use content from the full list of titles from John
Wiley Sons, one of the world’s largest publishers.
✓ Choose the size and format that suits your goals
and budget.
✓ Join the crème de la crème of businesses that
have already partnered with Wiley.

30. 24
Just books? Not with Wiley!
Custom books are hardly the only customizable products in
the Wiley stable. We also offer:
✓ Brand licensing. Let our team of brand experts help
you develop the right product to suit the needs of you
and your customers. When you partner with us you
leverage the strength of some of the world’s leading
brands to reach new audiences as well as new chan-
nels of distribution.
✓ Advertising and sponsorships. Wiley has the Web sites
that your customers are already visiting, with
Frommers.com, Dummies.com, and CliffsNotes.com
leading the way. Connect with an engaged audience in
a rich multimedia environment, while positioning your
message — and brand — alongside expert content.
✓ Branded digital content. That same content is available
online, offering your customers Web-ready versions of
our titles and empowering customers in every cate-
gory. The licensing options are highly adaptable
depending on your requirements and always focused
on delivering the best experience to your users.
✓ Custom digital content. Written in your unique tone and
style, we are experts in developing content that will
improve the customer experience and set your product
apart. Wiley can create content optimized for search,
driving traffic and converting to sales.
✓ Advertise in our books. Deliver your message to read-
ers who are attached and engaged.
Ask your Wiley representative for more details. We’d love to
share how we can take your message into new areas!