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Schiffer Publishing Celebrates 50 Years of Independent Success
Located at the Book Farm in Atglen, Pennsylvania, Schiffer Publishing has maintained a relatively quiet presence in the publishing industry since its inception in 1974 by Nancy and Peter Schiffer. Under the current leadership of their son Pete Schiffer, the company has transformed into a remarkable indie success story. This year marks its 50th anniversary, celebrated with a gathering on August 3, which brought together nearly 220 employees, authors, and supporters at their vibrant working farm, home to both livestock and various crops.
“It was a pleasure to celebrate Schiffer’s first 50 years with our dedicated team and creative authors,” Pete Schiffer stated in an interview with PW. He shared that the journey of “bringing passions to life and inspiring readers” has been both meaningful and rewarding. Expressing gratitude to the many partners who have contributed to their success, he acknowledged the important role they will play in the company’s future.
While the publisher has maintained a low profile, it has been notably active in expanding its offerings. Last fall, Schiffer launched Schiffer Craft, a new imprint that encompasses a diverse range of subjects including ceramics, textiles, floral design, glass art, woodworking, metal craft, jewelry, and leather crafting. With a catalog boasting around 1,000 craft titles, this initiative aims to highlight both new releases and previously published works.
Earlier this year, Schiffer gained complete ownership of Better Day Books, a company originally founded in 2018 by Peg Couch, a former editor at Fox Chapel and Leisure Arts. Better Day Books began as a consulting and packaging service and evolved into a small publisher focusing on adult coloring books, crafts, personal development, and children’s literature. With 56 titles currently in print, Couch will continue to oversee the imprint under Schiffer’s umbrella.
Despite the continuing recognition of Schiffer’s roots in antiques and collectibles—where it maintains an inventory of around 2,000 titles—the publisher has significantly broadened its portfolio. Today, it employs about 50 staff members across 10 distinct imprints and offers approximately 7,500 nonfiction titles, covering categories such as military history and mind-body-spirit topics. According to Pete Schiffer, this diversification has been crucial to maintaining the independence and growth of Schiffer Publishing over the past five decades.
“The array of topics and target demographics across our imprints allows us to navigate various market trends and provides stability for the entire business,” he explained. “In each of our imprints, we seek out titles that are innovative, engaging, and cater to specific interests, ensuring we connect meaningfully with our audience.”
Acquisitions have played a significant role in the company’s growth strategy. A notable example is the 2009 acquisition of Cornell Maritime Press/Tidewater Publishers, which allowed Schiffer to enhance its offerings in maritime education and deepen its presence in regional markets. This particular acquisition added valuable content related to the maritime industry and historical perspectives on the mid-Atlantic states.
To broaden its reach, Schiffer has developed its own distribution network that extends beyond traditional bookstores. Emphasizing the importance of e-commerce, both through online retailers and direct sales, Pete Schiffer noted that this avenue is essential for connecting with customers. In addition, the publisher is active in selling through specialty markets, such as gift shops and museums, which serve as ideal platforms for attracting audiences interested in niche topics.
While recognizing the value of traditional bookstores, Pete Schiffer highlighted that stores that curate local selections tend to have better success with their titles. Internationally, Schiffer is poised to reach audiences interested in its diverse subject matter, appealing to a global readership.
Maintaining a humble presence in the industry has been a family priority. Pete Schiffer noted their focus has always been on producing and promoting quality titles to support their authors. However, with decades of growth behind them, the company is now exploring opportunities to elevate its visibility in ways that will enhance connections between authors and readers.
Although he believes that the author or subject often holds more significance for readers than the publisher itself, the increasing recognition of the Schiffer brand within its specialized communities suggests a bright future ahead. “Ultimately, our goal is to bridge the gap between our authors’ work and their readers,” Pete Schiffer concluded. “Their success is intrinsically linked to ours.”
A version of this article appeared in the 08/12/2024 issue of Publishers Weekly under the headline: An Indie Success Story
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