Thomas Nelson Publishers announced this week that a marketing initiative has resulted in major placements of titles on general market best-seller lists. The strategy, initiated in the last quarter of fiscal year 2005, involved a redeployment of marketing resources around the company's key product segments.

The company reported that an enhanced focus on the corporation's key brands enabled it to chart five titles on The New York Times best-seller list for The Total Money Makeover by Dave Ramsey (Nelson Books), Cleaning Up by Barry Minkow (Nelson Current), Time Traps by Todd Duncan (Nelson Business), Liberalism Is a Mental Disorder by Michael Savage (Nelson Current) and Monster by Frank Peretti (WestBow Press). In addition, several titles have placed on best-seller lists in USA Today, Wall Street Journal and Publishers Weekly.

The strategy involved expanded duties for vice presidents Jennifer Willingham and Rodney Hatfield, in addition to promotions for Brian Mitchell and Gabe Wicks to vice-president positions in the marketing division.

According to Thomas Nelson, the company's chief officers-Tami Heim, chief publishing officer; Jerry Park, chief marketing officer; and Michael Hyatt, president-have brought greater focus to cooperative efforts between the publishing, sales and marketing teams, leading to improvements in the company's core businesses.

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