Book mark: Daniela Soberman's Streamline Press--publisher of books on retro style--is finding buyers at corner stores, overseas. (Small Business).DANIELA Soberman believed she was on track to become a movie producer when she landed a job less than a year out of college as an assistant line producer on the IMAX IMAX Noun a film projection process that produces an image ten times larger than standard film "Siegfried and Roy: The Magic Box." But Soberman's career track changed when she was asked to use her down time assisting the costume department in researching period wardrobes--something that had fascinated her since childhood. She became so interested in the work that she decided to start her own business. Using a $5,000 loan from her father, Soberman formed Streamline Press, which publishes paperback niche historical reference books on pop culture fashion, beauty and lifestyles. "I'm not so fascinated with beauty (alone). What we find attractive is how it changes over time," said Soberman, who earned her bachelor's degree in film and video art from Cal State Long Beach in 1998. "Once they had me doing research, I realized I was really good at it. And I always wanted to produce something, so I put the/two together." Since forming her Long Beach company in 1999, Soberman, now only 25, has already researched, written or co-written, edited and published three books: "1940s Hairstyles," "Vintage Face" and "Vintage Wedding." Defined market With the help of an in-house researcher-author, Streamline plans to publish six titles this year including "Plucked pluck v. plucked, pluck·ing, plucks v.tr. 1. To remove or detach by grasping and pulling abruptly with the fingers; pick: pluck a flower; pluck feathers from a chicken. , Shaved shave v. shaved, shaved or shav·en , shav·ing, shaves v.tr. 1. a. To remove the beard or other body hair from, with a razor or shaver: and Braided braid·ed adj. 1. a. Produced by or as if by braiding. b. Having braids. 2. Decorated with braid. 3. : Medieval and Renaissance Beauty and Grooming Combining, consolidating and segregating network traffic using devices such as digital cross-connects, add/drop multiplexers and SONET switches. Grooming is a telephone term that typically refers to managing high-capacity lines between central offices, carriers, ISPs and very large Practices," and "Risque ris·qué adj. Suggestive of or bordering on indelicacy or impropriety. [French, from past participle of risquer, to risk, from risque, risk; see risk.] Adj. Beauty: Beauty Secrets of History's Most Notorious Courtesans." Six more titles, including "Beatnik: The Essential Guide to Bohemian Style' are planned for a spring 2003 publication. "She's picking some subjects that may not appeal to everybody in the whole world, but appeal intensely to a well-defined audience," said Michael Suchomel, president of Independent Publishers Group, which distributes her titles to Book Soup in West Hollywood West Hollywood A community of southern California northeast of Beverly Hills. It is mainly residential. Population: 36,600. and Samuel French Samuel French (1821 - 1898) was a U.S. entrepreneur who, together with British actor, playwright and theatrical manager Thomas Hailes Lacy, pioneered in the field of theatrical publishing and the licensing of plays. Book Shop in Hollywood, among other stores. "They are done with a certain amount of passion and that comes through in the book." Soberman's readers include historians, makeup artists and hair stylists and doll collectors. IPG IPG Implantable pulse generator, see there discovered her works two years ago when she was plugging her first book, "Authentic 1940s Hairstyles," at Chicago's Book Expo America. The distributor only wanted her to switch the cover from black and white to color--a marketing move that Soberman said increases sales. She then spent three months conducting additional research on the book, which she renamed "1940s Hairstyles" and published a year ago. "(Her books) have been very steady sellers and I expect them to stay in print for many, many years," said Suchomel. "She has a very good shot at building up a nice list of titles and building up a company that has significant value." Soberman said she earns $3 to $4 for each book sold, depending on the quantity of sales and the retail price ($12.95$-19.95). The books, which have photographs so old that the copyrights have expired, outline the types of hair products and fashion materials used during a specific time period and what can be used today to create the same look. Working from her home, Soberman estimates her overhead at $30,000 a year, including $2,000 on advertisements in niche publications like Atomic, which tracks retro [Latin, Back; backward; behind.] A prefix used to designate a prior condition or time. trends. "The whole idea was to work out of the house so when I have children I could be there for them," said Soberman, whose husband, Glenn, is a defense industry physicist. In the last three years, Soberman has amassed a collection of 400 books and hundreds of individual photographs, magazines and pamphlets from which she can draw material. A recent purchase 1940s-era scrapbook A Macintosh disk file that holds frequently used text and graphics objects, such as a company letterhead. Contrast with "clipboard," which is reserved memory that holds data only for the current session. has her envisioning a line of vintage greeting cards See e-card. and wrapping paper Noun 1. wrapping paper - a tough paper used for wrapping kraft, kraft paper - strong wrapping paper made from pulp processed with a sulfur solution butcher paper - a strong wrapping paper that resists penetration by blood or meat fluids she hopes to launch by the end of the year. In-house researcher To keep pace, historical researcher Laurie Welch was hired a year ago as Soberman's first in-house author to write three of the books slated for release in the next year. Soberman also is looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. freelance authors to research and write on future subjects. Those additions will allow Soberman to focus on editing and marketing. She wants to increase her presence in specialty gift shops, small independent stores and in the European, Japanese and Australian markets. (Nearly all of her foreign sales are off her Web site). "She's very enthusiastic about this business and what she's doing' said Welch. "I think she's definitely found a niche. These books are not academic treatments. They are for the regular Joe and Jane on the street. They are easy to understand. (Readers) get a little bit of fun history and culture from those time periods." RELATED ARTICLE: PROFILE Streamline Press Year Founded: 1999 Core Business: Historical reference, beauty, fashion and lifestyle books Revenues in 2001: $169,000 Revenues in 2002: $253,000 (projected) Employees in 2001: 2 Employees in 2002: 4 (projected) Goal: To enhance presence in independent bookstores and specialty shops domestically and to penetrate foreign markets. Driving Force: Desire of hairstylists, makeup artists, doll collectors and others to know why and how pop culture fashion trends evolved. |
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