Alexander Liman biography

The biography of his ascents Alexander Limansky, one of the founders of the first Alpina Plishers business literature publishing house, spoke in an interview with the future of electronic books, effective marketing and success secrets. Alexander, please tell our readers about the beginning of your career. How did you come to the publishing business? Plekhanov, specializing in finance and credit.

After graduating from the Academy, he began working in an investment company before default in the year. Even before the crisis, my colleagues and my colleagues were faced with the fact that professional literature is simply absent. Only English publications could be read, and they practically did not appear on sale. After the collapse of GKO and bankruptcy of the Russian exchange, most people working in the securities market were left without work.

In terms of the scale of abbreviations and terms, that crisis was more, much more than the current one. After my friends and I were left without work, we had an idea to create a company that publishes literature for financiers and traders. What were the first steps in the new business? They took money - about 20 thousand dollars - and began to work hard. The professional literature that we published was very expensive, otherwise it was unprofitable to do it.

It was a shock for distribution, since no one believed that at such prices you could sell books. But at that time we were the only publishing house of professional financial literature, so this was justified. We were also the first publishing house to pay great attention to the promotion of our products, which allowed us to maintain such prices. There was no certain recipe for effectiveness, it was just necessary to look around: what is interesting for the target audience, what she reads, what she listens, what competitors are doing.

What did you do at that time to develop the company? In a crisis, the fall in sales and budgets forced us to redeem our share back, and again become an independent company without any major institutional investor. The next year was very optimistic. And at the moment, our business requires concentration: the market is not easy, and the prospects of the book industry are incomprehensible.

Nevertheless, we see demand and interest, we continue to release new books, reprint the old ones and try to promote them in every possible way. Tell our readers about effective marketing methods. Do you use any of your own special methods, or is your strategy based on ten years of experience? We use all simple and understandable methods: trad-marketing, media advertising, radio-feedstocks, the Internet.

Now the Internet value is amplified many times. Our audience migrates on the Internet, social networks, respectively, for the next year or two, my task is to organize the process of promotion there. In the near future, most of the budget and time will be spent on it. Tell us about the theory and practice of effective marketing. Kotler, there are many new areas in marketing and schools - but everyone decides on what to do!

Also, if the book has a large audience, we spread it not only in business circles. Is there a certain recipe for the success of the company in the book business? For more than 10 years I have been watching a huge number of publishers went bankrupt, transformed or closed. The most important thing for creating a successful company is partners. I was lucky that my friends, despite disagreements and friction, make up a single team.

You also need to focus on the key moments of the development of the company and its specialization, without spraying to side projects. And carefully monitor the costs. In the company's growth phase, sales and expenses are synchronously, and already in the “maturity” phase, you need to realize where to reduce costs, since sales growth is no longer so large. Alexander, do you remember the first book published by Alpina Plishers?

Encyclopedia with a huge number of tables and graphs, which my friends and my friends flashed almost “on my knees”. Doesn't it scare you that the paper format goes into electronic? A few years ago there was a pretty great interest in them, companies selling e -books appeared. Now the euphoria has passed, and since the entire sales market of e-books is one or two million dollars against four billion dollars of paper books market, it is difficult to take it seriously.

What, in your opinion, is the main problem of the electronic book market? They are imperfect. I believe that the main problem is the cost; Reiders are quite expensive with very poor quality.

The normal price for them is less than dollars. There is also a problem with the storage of information and the complexity of its recovery in loss. We were going to release readers under our brand, agreed with the operators, but so far they abandoned this idea. That is, you do not plan to create a store of an Internet book? And agreements with international companies to obtain rights take a lot of time and money.

But in March, we plan to create an AppStore application for our audience, which is ready to pay for downloading books.In any case, everything will inevitably come to the fact that paper books will be status and gift, but “simple, cheap, angry” are electronic readers. Your publishing house is the only publication of the bestsellers of our compatriot Ain Rand in Russia.

Is it true that Evgeny Chichvarkin was the ideological inspirer of this publication? He was sure that this book was needed by the Russian reader and was convinced that the book would become a cult bestseller. So it turned out. Alexander, advise a book that would help our readers in their desire to realize their potential? Even people with a high IQ sometimes do not know how to effectively use their skills and experience.

Our books give an understanding of how to do it. I will advise your readers to read the book “7 skills of highly effective people” by Stephen Cui. She had a great influence on the lives of millions of people around the world, including Larry King, Stephen Forbes, including me.