Trena White of Page Two: Navigating the New Age of Publishing

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In this episode Julie Ellis converses with Trena White, co-founder and co-CEO of Page Two, a non-fiction book publishing firm. 

Trena shares her journey from traditional publishing to establishing Page Two, emphasizing the shift to a hybrid publishing model that offers authors greater creative control. Trena also shares advice on adaptability, collaboration, and strategic leadership to scale your business.

Trena White is co-founder and co-CEO of innovative book publishing firm Page Two, which publishes non-fiction books by leading experts. Page Two has published several books selling over a million copies and its books have been translated into dozens of languages around the world. Trena is a nominee for the RBC Women of Influence Trailblazer Award. Before launching Page Two, she was publisher of Douglas & McIntyre and Greystone Books, Canada’s largest independent book publisher at the time; and an editor at McClelland & Stewart, now an imprint of Penguin Random House.

Julie and Trena discuss...

Hybrid Publishing Model (00:03:50) Discussion on the evolution of publishing and the hybrid model's benefits for authors. Trena explains the early efforts to educate authors about their new publishing approach and the transformation in client interest as Page Two's reputation grew.

Developing a Leadership Team (00:10:30) Gabby's journey from intern to CEO, highlighting trust and internal knowledge. Trena reflects on the complexities of leading a hybrid team post-pandemic.

Creative Freedom (00:20:31) The importance of adapting systems and documenting processes for smoother growth, scalability, and improved creativity. 

Long-Term Business Planning (00:25:11) Trena and Jesse's excitement about future planning and new service offerings. Exploring ways to collaborate with authors to sell more books and build their businesses. 

Long-Term Book Momentum (00:30:57) Strategies for sustaining a book's visibility and relevance over time. The impact of digital marketing and technology on the evolving publishing landscape. The rise of audiobooks and the efficiency of print on demand in publishing.

You can connect with Trena through her email at [e-mail]

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