By Elizabeth Demers and Jenny Keegan
At the 2025 AUPresses Virtual Annual Meeting, the “Trade Books 201: Secrets of Creating a Thriving Gift Books List” session, designed for university press professionals who publish or would like to publish gift books, elicited enormous interest. In it, panelists Jenny Keegan (acquisitions editor, Louisiana State University Press), Stephen Hull (director, University of New Mexico Press), and Natalie O’Neal (senior acquisitions editor, University of Kentucky Press) discussed the “trade secrets” involved in planning a gift books list from snout to tail—or, from market research, audience, and P&Ls, through acquisitions editorial, production, marketing, and sales.
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