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Publishing Profiles: Marian Nelson of Nelson Publishing and Marketing

Thriving on Intimate Connections and Positive Messages

by Katharine Zurek

When Marian Nelson read a 2009 New York Times article about Barnes & Noble considering going outside of their stores to market, she found it a little humorous. “I chuckled because we have been doing out-of-the-box marketing since we began,” Nelson told me.

Nelson is Founder and Publisher of Nelson Publishing and Marketing LLC, an independent press located in the Detroit suburb of Northville, Michigan. Nelson began her company in 2006 “with just $3,000 and one woman who supported me,” she said, and she decided aggressive marketing was necessary to keep her press alive.

When it comes to marketing, Nelson’s strategy is this: bring the book to the people. “It’s great to have signings in the [book] stores but we believe in going to the people! Many times you may see our company at places like Goldfish Swim Schools, Gap stores, children’s centers, book festivals or any other place that would relate to the concept of the books,” she told me.

Nelson’s marketing knows no creative boundaries; especially not a festival for coastal birds. “One of our authors wrote a book about a heron. When there was a heron festival at one of the parks, she had a booth there to sell her books,” Nelson said. “We believe in leaving no stone unturned,” Nelson continued, “Marketing begins where the author lives and goes out from that community to cities and towns in their area and beyond.”

While Nelson’s company also employs modern marketing strategies like Twitter and Pinterest, she describes her company as similar to a publishing house functioning 20 years ago. When I asked how her company has been able to survive in the competitive, digitizing market, Nelson told me, “I continue to believe that the best way to reach people is to talk to them. In today’s age you can talk to people in so many ways. We are grateful for that. But there is still nothing like being face to face whenever we can.” To cultivate personal interactions with customers, Nelson and her team are often found promoting their books at places like Curves, hair salons, parent organizations, and gift shops.

Out-of-the-box marketing isn’t the only strategy Nelson Publishing and Marketing uses to reach a wide audience. In an effort to produce literature to which all cultures and identities can relate, Nelson’s company has a vested interest in publishing stories about diverse, non-Caucasian characters. “We want to represent our books in as many ethnic groups as possible,” Nelson said. “If all books are written about white children, how can other races of people identify with the characters? They need to be able to identify with someone who they recognize. Plus,” Nelson concluded, “they will be able to learn from these characters so they can grow to become better people.”  

Bringing positive messages of growth and change was always a passion for Nelson; and now she runs a press whose mission is just that. The website of Nelson Publishing and Marketing states its mission, saying “We believe that the more informed people are, the better armed they will be to make intelligent decisions. Our books promote societal changes and search for the greater good in all. We are passionate about our books making a difference in the lives of each reader.”

Nelson’s three imprints also have missions to bring positivity into the lives of readers of all ages; from children and teens to adults. Greater Purpose Press is one of Nelson’s imprints, and focuses on living with purpose and serving God. Wisdom Press has the unique mission of publishing family histories with the aim of providing families with a legacy and preserving their stories.

Nelson’s third imprint, Ferne Press, published September’s Big Assignment, winner of the 2013 Moonbeam Children’s Book Awards Gold Award for Pre-Teen Fiction—Mature Issues. The book, whose main character is biracial, explores themes of aliteracy, self-confidence, and the effects of September 11th on young adults. Nelson knew the book was a perfect fit for Ferne Press. “The subject matter for that book really coincided with our mission,” she said. “The concept of aliteracy and how its applies to people today and true-to-life fiction-telling of [September 11th] makes the story fit today’s youth.”

The book was also a perfect fit for Ferne Press because the imprint’s goal is to publish lesser-known authors, and help those authors realize their dreams. Nelson named the imprint after her mother. “I believe in her lifetime she had many stories she wanted to tell, but was never able to realize her dreams,” Nelson says of her mother on her company’s website. “It is important to me to help others see that this is an accomplishment that is worth the effort” the website states.    

Helping authors realize their publishing dreams is something Nelson values, and in order to make it happen, she keeps an ongoing relationship with each author throughout the publishing process. Based on Nelson’s personal, people-focused marketing strategy and publishing house with decades-tested strategies, it should come as no surprise that the first thing an author should expect when his or her manuscript is chosen by Nelson’s company is a personal call from Marian Nelson herself. 

 

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Katharine Zurek graduated from the University of Michigan with a degree in English and Women's Studies.  She currently works in the social service field.  Please email krzurek@gmail.com with comments or questions.

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