The World's Most Powerful Reference Brand
The brand is owned by Wiley Publishing, Inc., a global publishing company founded in 1807. The first book released under the brand in 1991 was “DOS For Dummies.” Currently, Wiley publishes over 200 million books (in English alone) for over 1,300 topics under the brand. Over the past decade, Wiley has leveraged the loyalty and trust the brand has earned with consumers to extend the brand beyond books and into products. Such products cover just about every topic of human interest (e.g., home improvement, cooking, entertainment, and consumer electronics, etc.). More than 100 different products are currently being sold under the brand at all major national retail and online accounts, including Wal-Mart, Target, Office Depot, CVS, Best Buy, Radio Shack,, Costco, Sam’s Club, Tiger Direct, and others.

Due to the brand’s roots in computing and consumer electronics, 4DGP believes that leveraging the brand for the consumer electronics space makes especially good sense. Here are more brand facts*:
  • More than 8 out of 10 people who are aware of Dummies are likely to recommend Dummies
  • For Dummies books and products are in 32 different languages in over 100 countries
  • There are 62.8 million Dummies book readers
  • 73% of reference book readers are aware of the Dummies brand
  • No other series queried approaches For Dummies in terms of awareness level
  • Consumer purchasers on average own 3.5 For Dummies books
  • More than 9 out of 10 Dummies readers are satisfied customers

*Source: Reference Books Awareness, Usage and Attitude Study conducted by GfKin 2007.

For Dummies
A Global Phenomenom