Making the Most of Sales Projections
On the macro level, an accurate sales projection typically forms the foundation of a press's budget. On the micro level, it can be a source of frustration, especially to acquisitions editors who may prefer a more aggressive projection for a given title. This panel will explore both aspects of a sales projection. Some discussions will be devoted to exploring different approaches to creating a full-year's projection (how to estimate sales from new releases, how to take into account backlist, what level of detail is necessary to achieve an accurate projection). Others will be devoted to finding the proper balance between relying on past history and counting on innovation in determining projected lifetime sales of proposed new books.
Moderator: Carol Kasper, Marketing Director, University of Chicago Press
Panelists: Becky Clark, Marketing Director, JHUP; Jim McCoy, Marketing and Sales Director, University of Iowa Press; John Tryneski, Editorial Director, Social Sciences & Paperbacks, University of Chicago Press; Donna Shear, Director, Northwestern University Press
Who should attend: sales & marketing personnel, acquisitions editors, administration
Presentations: Becky Clark, 
Please feel free to add notes or responses to the panel below.