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Three decades after The Art of the Deal came out, the traditional book publishing world is in a parlous state. And yet in a world dominated by digital products and digital entrepreneurs it would be wrong to write off the printed hardback, just as it was wrong to write off Trump.

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Furthermore, it has the capacity to be a significant earner for the news industry. Forbes Media has recognised this by launching the ForbesBooks imprint as a new revenue generator. It is a bet based not on the traditional model of championing titles that shift units at retail. Rather, it speaks to the very modern phenomenon of using a book as a personal branding tool. ForbesBooks will produce titles that the authors pay for themselves.

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Half of that sum would typically be spent on producing the product and the other half on marketing and promotion. The first three book titles will be published on 15 January. The business is being launched in the US but — with Forbes publishing its magazine in 37 countries — there is an expectation that it will be a global operation. If Forbes can make a success of book publishing there will be opportunities for other news media brands, most obviously those with strong credentials in business journalism but also those with reputations in other specialist fields with a wealthy clientele seeking a presence on the bookshelf.

The ForbesBooks imprint is a partnership with the US-based publisher Advantage Books, which already has an year track record in publishing titles for business leaders if they are willing to pay upfront. Advantage has published 1, authors in 40 US states and 13 countries outside America. We help you take an idea and turn it into a page beautifully-published book. Having the Forbes name attached will dramatically increase the power of that marketing tool. But Forbes has its own brand reputation to consider.


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It cannot set the bar so low that just anyone can pay their money and have the famous name on the spine of their book. A Forbes deal will also cost significantly more. We get the books available to all online distributors and some visible retail outlets as well. So there are also marketing services including the creation of a website, a video book trailer and an audio book.

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The books are additionally offered in all digital formats Kindle, iBooks, Nook etc but Witty says that it is the physical print product that is all-important. This rights ownership appeals to business leaders.

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