CanBooks is registered in Canada under the Business Names
Registration Act, Corporations Branch, Government of Saskatchewan,
Canada, entry Number 101002662. It is the property of CanBooks
and cannot be used by other firms or businesses in the province
of Saskatchewan. It is also registered in British Columbia under
BC Registry Services as CanBooks BC, Business number 82290 0486
BC0001, Corporate Registry FM0578155.
In the publishing world, a niche market represents a specific
category or area of interest. Companies that publish books in
one or more specialized areas are considered âniche
publishers.â Those who cover a wide range of
subjects are called âgeneral publishers.â
Since the 1990s, the niche market has been dominated by large
publishers, but a number of small publishers have managed to
maintain their share of the market and have been able to thrive
along side of the larger publishing firms.
All publishing companies, whether large or small target a
specific market. Even if a company has a wide range of titles,
each book has a specific market. While most large book publishers
market through distribution agencies and ultimately through book
stores, smaller niche publishing houses have been able to utilize
direct marketing to their target audience. For instance, a book
on dentistry is best sold directly to dentists rather than being
placed in a general bookstore. In fact, thousands of book titles
are published every year that are never sold in bookstores. Readers
who exclusively buy they books from large bookstores are actually
accessing only a very small part of the books that are available.
There are literally hundreds of specialty areas for books, some
of these being short-lived, and some lasting for years.
Here at Canbooks, we consider ourselves a niche publisher,
focusing on historical and religious non-fiction, generally aimed
at an evangelical audience. In this niche we have been able to
successfully publish a number of titles.
Niche publishers sometimes have an advantage over larger publishers
when it comes to pricing. General publishers sometimes price
their books with the following in mind:
for the retailer
5% for the distributor
30% for the publisher
5% for the
10% for the cost of production
Since niche publishers are usually directly addressing their
target audience, their prices usually reflect the following:
20 % for shipping to purchaser
% for advertising
30 % for the publisher
20% for the author
10% for cost
In order to make this formula work, the publisher must know
how to reach the niche market. If the market is poorly defined,
(such as taxi drivers) then marketing will be much harder
and more expensive. Dentists on the other hand have associations,
conferences, and magazines that already target this niche market.
CanBooks has been able to penetrate several niche markets
and even develop these markets beyond what other publishers have
been doing. By addressing international markets as well as typical
North American markets CanBooks has been able to enter the same
niches in European and Asian markets. The Asian markets are currently
in a state of boom as thousands of Asians are becoming better
educated and are open to reading and purchasing resource materials.
By partnering with niche publishers in Europe and Asia, CanBooks
has been able to have materials translated and distributed widely.
There are, however, pitfalls and dangers when dealing with these
markets, as copyright laws are dealt with differently in different
countries. Quick entry into these markets is usually the most
profitable, as pirated copies of books and electronic media frequent
the market, especially if a product has a wider appeal and longer
Many times new writers ask us to consider their manuscripts.
Almost all of these are rejected, as they do not fit into the
niches that CanBooks is currently targeting. This is not because
we are not interested in other markets, but simply because economics
require us to focus on niches where we have experience and a
proven track record.