"When the economy is soft and newsprint costs are on the rise, the best thing we can do is become diversified," said Connie Gibbs, promotion director for the 28,000-circulation daily. Gibbs has consulted with over 50 newspapers from Alaska to Bermuda in recent years, helping them launch their own book projects patterned after the Telegraph Herald's string of successes.

The newspaper never expected to find such a huge profit potential in book publishing when it entered the field in 1995. In fact, Gibbs admits she was scared to death about their first book. But when she saw the enthusiastic response as readers submitted photos to be published in the first pictorial history of Dubuque, she knew the idea made sense. "It turned out to be an absolute gold mine," Gibbs said. "And not just in terms of revenue. It's the best reader-connect you can do."

Community-generated book projects, where newspapers ask readers to submit photographs and memorabilia around a common theme and publish the results, tap into the deep sense of pride that most people feel for their hometown.

"Publishing memories is paramount with your readers," Gibbs said. "And who can package Main Street America better than the newspaper?"

The Telegraph Herald published its first book in 1995, and has since produced 12 different volumes, ranging from collections of historical community snapshots to postcards, military veterans and compilations of local columns. Gibbs has an ongoing list of 14 new book ideas she believes would also be successful.

"It just doesn't stop," she said.

http://www.inlandpress.org/main.asp?FromHome=1&TypeID=1&ArticleID=1299&SectionID=60&SubSectionID=233; May 29, 2007