New World Library

June 05, 2009

14 Pamaron Way

Thirty years ago, in the kitchen of a small apartment in Oakland, California, Marc Allen and Shakti Gawain started a publishing firm known as Whate... (More) Thirty years ago, in the kitchen of a small apartment in Oakland, California, Marc Allen and Shakti Gawain started a publishing firm known as Whatever Publishing to put out a few books and booklets they had written. It was a shoestring operation, started with very little capital. Total sales in 1977 were $800.Today New World Library owns its own spacious building in Novato, California, has seventeen employees, and had 2006 revenues in excess of $11 million. The company’s name changed in the mid-1980s to better reflect the quality of its developing list. One of its first books, Gawain’s Creative Visualization, became an international bestseller and has sold more than 3 million copies in English and been translated into more than thirty foreign editions.In the early 1990s, Shakti Gawain formed Nataraj Publishing, and Marc Allen became sole owner as well as publisher of New World Library. In 1998, Gawain and Allen, still close friends, formed a new working partnership, and Nataraj Publishing became an imprint published by New World Library.Many of New World Library’s books are categorized as New Age, though Allen says “there’s really nothing new in New Age; it’s been around for a long time. It’s the perennial philosophy, after all. Certainly for many, though, a New Age is dawning. Perhaps it will prove to be a great New Renaissance, possibly even an era of cooperation and global peace. We certainly hope so, and we are publishing material that can show us how to create far better lives for ourselves (such as The Power of Now by Eckhart Tolle) and a world that works far better (such as The Translucent Revolution by Arjuna Ardagh).”Two other joint publishing ventures, with Amber-Allen Publishing and H J Kramer, have contributed heavily to New World Library’s success over the past decade as well.Between late 1993 and 1995, six books and six audio cassettes were published under the Amber-Allen imprimatur. One of those books, The Seven Spiritual Laws of Success by Deepak Chopra, has gone on to sell more than 2.3 million copies in North America and has been translated into more than thirty foreign languages. It was on both the New York Times and Publishers Weekly bestseller lists for over eighteen months.In 2000, New World Library entered into a joint venture with H J Kramer, the publisher of such authors as Dan Millman, Sanaya Roman, and John Robbins. New World Library assumed responsibility for many functional areas of H J Kramer, including sales, marketing, subsidiary rights, fulfillment, production, and accounting. H J Kramer has continued to focus on author relationships and acquiring and developing new books, particularly new children's titles from Holly Bea.New World Library has an active backlist of over 400 titles, including 25 audio titles. Spoken-word audio sales have made a substantial contribution to New World Library’s success over the years, led by Creative Visualization, The Seven Spiritual Laws of Success, and The Power of Now.In order to give its books the care and treatment they deserve, New World Library publishes about thirty-five to forty new titles annually. “That way, our backlist gets the same attention as our frontlist,” says Allen. “We publish good books, and we want to keep them in print as long as possible.” Nearly 70 percent of New World Library’s revenues are generated from its strong backlist, which includes books by Joseph Campbell, Eckhart Tolle, Jennifer Louden, Brother Wayne Teasdale, Riane Eisler, Echo Bodine, Mother Teresa, Richard Carlson, Alan Watts, Kent Nerburn, Christina Baldwin, and, of course, Shakti Gawain and Marc Allen.The company does approximately 75 percent of its business in the book trade, with the balance being evenly split among New Age/metaphysical, health food, gift, and spa/relaxation retailers. New World Library has been distributed to the book trade by Publishers Group West since 1979 and is their oldest distribution client.New World Library is a long time supporter of The Green Press Initiative, a non-profit program aimed at getting authors and publishers to use recycled paper and more environmentally safe processing and printing procedures. In addition to using soy-based inks, close to 80% of New World Library’s new titles are printed on post-consumer waste (PCW) recycled paper. While the percentage of PCW paper content used varies by title, by 2008 New World Library plans to print all new titles on PCW recycled paper.New World Library celebrated its 30th anniversary in 2007 buoyed by the continuing success of Eckhart Tolle’s The Power of Now and Practicing the Power of Now, with more than 2.0 million and 300,000 copies sold, respectively. In 2001, New World Library worked with the Joseph Campbell Foundation to introduce “The Collected Works of Joseph Campbell” series. By the end of 2010, there will be 13 books in this series. Hero With a Thousand Faces was published in 2008.New World Library publishes books and audios that inspire and challenge us to improve the quality of our lives and our world. The ultimate goal of the company is a sweeping one: personal and planetary transformation — awakening both individual consciousness and global social potential by publishing inspirational and practical materials in spirituality, personal growth, and other related areas.“The best thing about the business, as far as I’m concerned,” Allen says, “is the large amount of mail we’ve received over the years from people who have been deeply affected by our publications. All I need to know is that I’ve made a positive impact on someone’s life — that makes it all worthwhile.” (Less)

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