Brand Tone

Authoritative, Nostalgic, Dedicated, Quality-Oriented (Historically)

Brand Values

• •Historical Preservation: A core commitment to documenting and preserving North American railroad history, particularly visual history.
• •Photographic Excellence: Valuing high-quality, all-color reproduction of vintage photographs.
• •Comprehensive Coverage: Aiming to cover a wide range of railroads, eras, and equipment across North America.
• •Niche Specialization: A deep focus on a specific subject area, catering to a dedicated enthusiast community.
• •Legacy: Creating lasting records for current and future generations of railroad enthusiasts.

Best Practices

• •Emphasize Expertise and Authority: Use precise language, historical context, and demonstrate a deep understanding of railroad history. Avoid overly casual or generic phrasing.
• •Evoke Nostalgia Respectfully: Refer to the "glory years," "golden age," or "heritage" of railroading. Use descriptive language that transports the reader to those past eras.
• •Highlight Quality and Detail: Even with the shift to digital, emphasize the quality of the original photography, restoration efforts, and the comprehensiveness of the content. Mention "all-color" and "expertly restored" where applicable.
• •Acknowledge the Audience's Passion: Write for enthusiasts. Use terminology they understand and appreciate. Show that the brand shares their dedication to railroad history.
• •Be Transparent and Direct (especially regarding changes): When addressing the shift from print to digital, be clear and straightforward, while reinforcing the ongoing commitment to the core mission of historical preservation. Frame the digital shift as a new way to access the same valued content.

Social Perception

Morning Sun Books is largely perceived by its target audience as a vital, if niche, publisher that has made significant contributions to the preservation of railroad history through its extensive photographic archives. There's a strong sense of appreciation for the visual quality and historical content of their books, making them a go-to resource for many railfans. However, the recent announcement to cease new print publications has caused disappointment and concern among a segment of their loyal customer base who prefer physical books. Discussions in forums indicate a mixed perception regarding recent business changes, with some questioning the current leadership's connection to the railfan community compared to the founder's, and concerns about potential impacts on quality or focus. Despite these concerns, the back catalog remains highly valued, and the shift to digital is seen by some as a way to continue accessing their content, potentially at a lower price point or with features like image magnification.

Copy Examples

• •Headline: Relive the Golden Age of Railroading. Body: Morning Sun Books meticulously preserves the vibrant history of North America's railways. Explore our unparalleled collection of all-color photographic journeys into the steam and early diesel eras. Your definitive source for railroad history.
• •Headline: More Than Just Pictures. They're History. Body: Each Morning Sun Book is a carefully curated archive, showcasing expertly restored photographs and detailed accounts of the locomotives, lines, and legends that shaped our railways. Discover the stories behind the steel.
• •Headline: The Legacy Continues: Now Primarily Digital. Body: For over 35 years, Morning Sun Books has documented railroading's finest moments. While our new titles are now primarily in digital format, our commitment to preserving this vital history remains. Access our vast library of expertly captured moments anytime, anywhere.
• •Headline: For the Dedicated Railfan and Historian. Body: Journey back to the tracksides of yesteryear. Morning Sun Books offers an unmatched depth of coverage, from iconic mainlines to obscure shortlines. Fuel your passion with authoritative detail and stunning color photography.
• •Headline: Preserving America's Railroad Heritage, One Image at a Time. Body: Our mission has always been to capture the spirit of North American railroading. From the grandeur of steam to the dawn of diesel, explore the rich visual tapestry preserved by Morning Sun Books—the enthusiast's choice for authentic railroad history.