Emmy Ross Discusses the New I-Connect007 E-Book Series
One thing that is long overdue in our industry is a series of guidebooks focused on helping companies with all their needs, from qualifications like AS9100 and Mil-P-31032 to various technologies, heavy copper, rigid-flex and microvias. I-Connect007 is now providing our industry with an entire series of these guidebooks.
The interesting thing about this new project is that the books will be authored by companies that are experts in their chosen topic. For example, a quality assurance company can write a book about electrical test, or a company that provides coatings can write a book about solder mask. Thus, this is a win not only for the readers but for the companies involved as well.
Emmy Ross recently joined the I-Connect007 team to head up this book division. Knowing that there would be a great deal of interest in this new offering, I jumped at the chance to have a talk with Emmy and learn more about her and these new guidebooks. Read on! You’re going to want to know about this.
Dan Beaulieu: Emmy, welcome to the I-Connect007 team.
Emmy Ross: Thank you! It was really exciting to be back in the industry, and the group at I-Connect007 had always been so friendly and welcoming that it was just a great fit.
Beaulieu: Tell us about your role at the company.
Ross: I am part of the sales and marketing team in charge of the micro e-book division. This is a new project that we launched and we are really excited about it.
Beaulieu: Interesting. What is your background?
Ross: I went to the University of Wisconsin Madison for marketing and entrepreneurship. After graduating, I went to work for the SMTA as the director of exhibitions. I was in charge of all of the local vendor days and SMTA International. It was a great experience, and I met a lot of wonderful people in the industry, including the crew here at I-Connect007.
Beaulieu: Now I really want to hear about this e-book project.
Ross: The book project is a series of books called “The Printed Circuit Buyers Guide to…”, “The Printed Circuits Designers Guide to…”, and several others. They are content-focused micro e-books that showcase the leaders of technology in the industry. We want to educate the buyers to help them lower their costs, buy better boards, make better deals, and establish better processes. It’s all about elevating the knowledge and understanding in the industry.
Beaulieu: What exactly is a micro e-book?
Ross: Each book contains 50-60 pages of focused content. We are going with the shorter format because we are looking bring a laser focus and expertise to each specific topic. We also know that everyone is busy and people don’t have a lot of time to sit down and read a full-length book. This format gives the readers the information they need in a succinct, efficient format.
Beaulieu: Do the companies write their own material?
Ross: We encourage companies to write their own content because they are, after all, the experts in their field. We provide full editing and design support. We understand that some companies don’t have the ability the write their own content for various reasons, so we do have a team of writers who can assist with the writing. In addition to our 30+ years of magazine publishing experience, our team has been publishing books for over a decade, so we have the experience and personnel on hand to bring your book to life.
Beaulieu: And what are the books about? Give me an example.
Ross: We encourage companies to choose a topic that they want to educate their buyers about, something they have experience with. For example, the first book we launched in the series is The Printed Circuits Buyers Guide to… AS9100 Certification, authored by Imagineering Inc. This is a must-read for buyers, specifiers, engineers and anyone involved in the procurement of quality printed circuit boards. The Printed Circuit Buyers Guide to… AS9100 is written to inform and educate readers on what the AS9100 quality standard is, and why this certification is important. It provides a high-level overview of the standard, as well as a breakdown of each of the five major requirements.
In general, it is really up to the company to decide what they want the public and their buyers to know about. One big thing to note is we are only publishing one book per topic/subtopic, so there is exclusivity for each book.
Beaulieu: What will they do with the book once it is written?
Ross: Once we have the content, we take care of the editing, design, layout, and promotion of the book. After final approval by the author, we publish the book and create its own personal website, complete with an introduction, chapter break-out, and link to register and download the book. The company then receives all of the registration information from everyone who downloads the book. You can download our first book in our series library at www.i007.ebooks.com/.
Beaulieu: Just to be clear: this is an e-book, right?
Ross: Correct. All of our books will be available for download via the website. We also offer an on-demand printing option where readers can print the book in a 6” x 9” format, which is great to give to customers, display in your lobby, and hand out to potential customers at events such as tradeshows or conferences.
Beaulieu: And you are saying that I-Connect007 will promote it? Can you elaborate on that?
Ross: Once we have the content published and the book’s website is created, the first thing we will do is send out a direct e-mail announcing the book to circuit board buyers. We then implement a full year of promotion for the book, which includes various ads in our magazines and newsletters, a social media campaign, and quarterly content marketing pieces such as articles, interviews, and book reviews to be showcased on our websites. It really is a comprehensive marketing plan that focuses on the book’s content.
Beaulieu: So, they are getting a tremendous amount of exposure along with the actual book with this package.
Ross: Yes. The beauty of our books is you not only get the book published at a great rate, but you also get the exposure that comes with working with a leading publisher in the industry. You don’t have to worry about spending a lot of money to promote the book because we have included it all here.
Beaulieu: That sounds like a very inclusive package. So, Emmy how long does this all take?
Ross: Once we have the content, it is a smooth transition to publication and marketing of the book. We do a full year of marketing for each book, which begins as soon as the book is ready for download. After a year, the company has the first right of refusal for their topic and they can decide to continue the marketing plan with the same or updated e-book at a reduced price, or can create a new book on a new topic.
Beaulieu: And your team works right alongside the company to make sure everything is done right?
Ross: Yes, we will be there every step of the way to make sure we are putting the best product out there. From writing to design to marketing, we are able to basically do everything for you.
Beaulieu: How do people get in touch with you to learn more about this product offering?
Ross: I am always available at firstname.lastname@example.org for more information. You can also check out our website, for more information on the e-books and the deliverables that come with our marketing program.
Beaulieu: Thanks for talking to me today. Any last comments before we end our discussion?
Ross: Thank you! Again, I am so excited to be back in the industry and I am looking forward to connecting with your readers on potential book topics for The Printed Circuit Buyers Guide to… series.