Thomas Nelson—Dropping Imprints

Thomas Nelson, a book industry leader, announced plans last fall to phase out its 21 imprint publishing companies. Most large publishers run an imprint system—multiple brands owned by the same company that each focus on different tastes and markets.

Thomas Nelson, however, has begun dismantling their imprint system as of April 1. Within two years, all of their titles will bear the Thomas Nelson logo.

“Out of Imprint: A Book Publisher Nixes Niches,” an article by James Sturdivant for Advertising Age, shows that there are arguments on both sides of the issue. Imprinting has its advantages, but uniting under one label may result in a stronger brand name, among other things.

Michael Hyatt, CEO of Thomas Nelson, told Ad Age that “imprints simply add another layer of noise in trying to reach consumers.”

Is it noise, or is it structure?

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