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October 15, 2004

Innovative ELT Publishing

The UK's Guardian web site recently carried an interesting article on little-known but innovative British publisher Wrygate Books. Speaking on the eve of their appearance at the huge Frankfurt Book Fair, Wrygate managing director, Kevin Reid said, "Our research has shown that English language teachers like nothing so much as a good beer after a hard day's drinking, and one out of every 200 establishments in Frankfurt will be carrying our Wrygate beer mats - '50 things you didn't know about the second conditional,' and so on. That's one more thing than CUP will tell you." The article details other examples of the company's unique approach to viral marketing, such as never printing a second run and focusing on niche titles such as "English for Beekeepers" - with free asbestos mitten!
Niche work if you can get it

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