The anticipation has allowed us to have the biggest first printing in the history of trade publishing.

The majority of them are probably in trade publishing.

But these people are all disenchanted with the corporate world that traditional trade publishing has become.

"We're putting our resources more and more into trade publishing," he said.

The company is known to have talked to many leading executives in trade publishing, but found nobody it felt was qualified.

Though trade publishing is more glamorous, educational books are more profitable.

Of this revenue, only 23 percent now comes from trade publishing.

As for trade publishing, he said it was "generally more realistic to look in the 10-to-12.5-percent range."

"I had became head of what we call trade publishing for the firm in the late 60's," he says.

Indeed, trade publishing now accounts for only 23 percent of total revenue.