ABSTRACT
Supplementary and upper-division textbooks are most likely to be published by scholarly presses or by small textbook houses that prefer to avoid the heavy competition and heavy costs of publishing basic texts. The key to successful scholarly publishing, especially monograph publishing, is to minimize production costs and to maximize the effectiveness of promotional activities. In addition to textbooks, some scholarly houses publish a few trade books every season, but their chief mission is to publish books written by and for scholars or other professionals. Since scholarly publishers do not anticipate large annual sales for most of their books, they look for manuscripts that will have an enduring appeal but without the periodic revisions that textbook publishers schedule for successful books. Scholarly publishers sometimes publish books initially in paperback, or simultaneously in cloth and paper editions, if the book has clear textbook potential or if it is topical.
