There is a unique way to trap monkeys in the islands of the South Seas. The natives drill a small h*** in a coconut, hollow it out and fill it with rice. Once a monkey puts its hand in the coconut to get the food, it cannot remove its clenched fist. Refusing to let go of their prize, the monkeys are unable to escape.

    Book publishers can get caught in a similar trap if they become conditioned to avoid risks and persist in using strategies that were successful in the past, without evaluating whether they are still relevant today. Their grasp on this comfortable feeling of security yields the same result as that of the island monkeys. Instead of duplicating past efforts, introduce new titles using a different game plan, like selling to non-bookstore buyers.