Primary among these criteria is an ISBN, without which major marketers such as Barnes & Noble will not carry a book on their shelves. An ISBN helps track inventory and gives the company accurate information regarding sales. A barcode is also critical when packaging a book with the intent of approaching a major retailer for shelf space. Ms. Kriewaldt gave the following addresses as resources:

For ISBN:  US International Standard Book Numbering Agency, 121 Chanlon Road, New Providence, NJ 07974, 877-310-7333. The cost of an ISBN is $280, and there is a ten day turn-around time.

For Barcodes: Bookland EAN Barcode, Book Industry Standards Group, www.bisg.org call 212-929-1393. The cost is $25 per title.

For authors marketing their own work: The Small Press Department, Barnes & Noble, 122 5th Avenue, New York, NY 10011. Include the ISBN and suggested retail price. The response time is approximately six weeks.

Ms. Kriewaldt offered other valuable tips, such as suggesting perfect binding (which allows the title to be displayed on the spine), recommending competitive pricing, and urging authors to submit a finished copy (as opposed to a manuscript) for consideration. She also emphasized the vital importance of a strong marketing plan, reminding authors that publicity and promotional plans could make or break a potential sale to a major retailer.

Leslie  Kriewaldt's cogent and practical presentation set the tone for a conference that went on to meet the needs of both novice and published authors. Her graciousness and good humor as a last-minute replacement for the originally scheduled speaker, as well as her vast knowledge of the retail book business and her obvious support for local authors, made her an inspired choice as the keynote presenter for the annual Bay Area Writers League Conference.