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From The Archives: Why Ingram Returns Your Books and Then Orders Them Again
April 18, 2011
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by Tanya Hall
Originally posted on March 31, 2009.
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One of the most common questions we hear from authors is "Why does Ingram return my books only to order more the next day?" And it’s true: Ingram, the biggest player in the book wholesaling game, will frequently send books back to a publisher’s doorstep only to turn around an place an order a few days later. Why on earth didn’t they just keep them?
All books that bookstores ship back to Ingram are sent to their Chambersburg, Pennsylvania, warehouse for processing and then are directly returned to publisher or distributor of the title. Unfortunately, Ingram does not restock returned inventory. (You can imagine that tracking, inspecting, and restocking undamged returns would be a time-consuming endeavor for an operation of that size.) At the same time, Ingram has to bring in new stock to cover ongoing demand.
Another scenario that creates returns followed by more orders is a shift in regional demand. Ingram has four warehouses serving the country by region (in Pennsylvania, Oregon, Indiana, and Tennessee). If your cookbook is overstocked in Seattle bookstores, but you just did a great local radio tour in the Chicago area, Ingram’s going send the Seattle books back to you while simultaneously asking you for more to cover the new demand in Chicago—no matter how inefficient that seems.
The best way to minimize returns is to balance supply with demand by trying to maintain supply at a level that will sell in less than three months. So, as we’ve told you before, avoid overstocking and subsequent returns by always communicating your marketing and publicity activities to your publisher or distributor.
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Selling Your Book Online: How to Compete With Amazon
January 25, 2011
by Tanya Hall
Amazon sells a boatload of books, and a shipload of other stuff. In their quest to become the Walmart of the Internet, they offer a huge range of products and often discount them steeply to get your shopping cart started—and books in particular seem to frequently become loss leaders. This sometimes alarms authors just entering the world of retail book distribution, who suddenly realize that the customer who once bought on the author’s website can now buy the same book faster and cheaper on Amazon.
The discount Amazon places on titles does not affect what an author is paid through his or her publisher, of course, but it can impact how effectively that author can sell product on his or her website. It’s important to remember, however, that there are at least two types of buyers—those who will just buy the book, and those who are looking for a deeper experience. The buyer who just wants the book will probably not buy it from your author website if it is also available on Amazon. It is definitely difficult to compete with Amazon (or BN.com) for this customer—one-click purchasing, free shipping, and familiarity stack the cards in favor of the online retailers.
Frustrated by Amazon’s dominance, some authors eschew Amazon, trying to keep a product monopoly limited to their website. This is a mistake—you’ll never be able to attract the volume of users or offer the ease of purchase that Amazon does. As the saying goes, it’s better to have 10% of the gold than 100% of the shaft.
However, the buyer seeking a more immersive experience is another story. It’s for this type of buyer that you should sell product on your website—product that offers a deeper experience than just a cheap copy of the book. For example, bundle the book with an audio supplement. Offer a self-assessment or workbook to accompany the book. Consider offering coaching or, better yet, a community where your readers can collaborate and support one another. Use access to assets like podcasts, sample chapters, and exclusive supplementary content as an incentive for newsletter signups. And by all means, put a mention of these available website features at the back of your book. Ultimately, the goal is to capture and stay in front of your reader in a way that enhances their connection with you (read: no spam!) and builds allegiance. Successfully doing so will help you compete not just with Amazon but also with every other author vying for attention (a far more formidable opponent!).
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Take Your Child to a Bookstore Day
December 2, 2010
by Katie Steigman
With the cold weather setting in and the holidays approaching, December 4’s Take Your Child to a Bookstore Day is a great time to pick out a book with your child and spend an afternoon reading indoors. This weekend, stop by your local bookstore and peruse the shelves with your little one.
Looking for an independent bookstore near you? Try out IndieBound’s store locator.
If you'd like to print posters, add this banner to your site, or just learn more, check out the website for Take Your Child to a Bookstore Day.
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The Scoop on Book Store Real Estate
December 30, 2009
by Aaron Hierholzer
Last month, Fast Company did a great story on bookstore co-op deals, in which publishers pay booksellers for inclusion on front tables, end caps, face-out placements, etc. So, yes, those books out front at Barnes & Noble are there because someone paid for them to be there, not necessarily because they're the best or most important—although, of course, bookstore buyers only allow placement for books they believe will move. (Also, the two indie booksellers we've asked, BookPeople and Vroman's, say that featured "employee picks," an upaid form of co-op, are completely at the employee and bookseller's discretion.)
It's an interesting negotiation, and as bookstore space shrinks and brick-and-mortar book shoppers dwindle, co-op placement for books becomes increasingly important. Adam L. Penenberg, author of Viral Loop, gives an good overview. Read it here, and have a Happy New Year!
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Big Bad Weekly Tip: Amazon Announces New Video Feature on Author Pages
December 22, 2009
by GreenleafBookGroup
We often hear from authors who would like to add video—book trailers, interviews, etc.—to their Amazon product pages. While Amazon currently does not allow most publishers to add video content to product pages, they announced last week that authors may now upload video directly to their Amazon Author Page.
If you don’t have an Author Page already, now is a great time to get one by signing up at Author Central. Author Pages gives customers a summary of you and your work, and the new video content makes the pages an even richer way to make yourself visible to readers. If you already have an Author Page, uploading video is simple—just sign in, click the new “Videos” tab at the top of the screen, and upload the file. Videos must be less than 10 minutes and under 500 MB. See additional video content guidelines here.
Along with video, Amazon announced an updated Events section, which you can use to post upcoming signings and other appearances (like this author); they also announced more links to Author Pages, which will now be linked in search results. Read more about what you can do with Author Central here.
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A Storybook Autumn: Book Publishing in the Fall
September 24, 2009
by Auburn Rutledge
As leaves begin to shed their green coats in favor of warm reds, yellows and oranges, the weather cools and the days grow shorter, publishers too are feeling a shift in the season. Fall has traditionally been the most important time of the year, when publishers release some of their biggest and most-anticipated books by authors well-loved and brand new.
This past year and a half has been a difficult time across all sectors, and publishing’s ever-changing landscape has felt oftentimes brutal shifts, from mass layoffs to the closure of publishing and printing houses, the continuing fight over the Google settlement and the struggles of bookstores big and small. Interspersed within this is the consistent re-examination of the industry itself, changing ever-more quickly due to technology, and leaving us wondering how today and tomorrow’s readers will find and share and read their books.
Yet the excitement of fall prevails. And this year, some are even calling it a “storybook season.” Joseph Kahn of the Boston Globe notes that “the number of quality novels and story collections coming out this fall compared with last is striking,” reflecting upon this season’s major focus on fictional tomes from big names such as Dan Brown’s The Lost Symbol and Stephen King’s Under the Dome. At latest counts, The Lost Symbol has already sold over 2 million copies in under two weeks. The focus is not just fictional, however, and popular nonfiction authors and works will be represented in force. But, as happens, fiction garners a more vocal fanbase.
Publishers are counting on this particular fall to help buoy the slumps we’ve all felt. And their efforts are already showing promise: aside from Dan Brown’s record-breaking numbers, bookstores are pre-ordering books in larger quantities in anticipation of readers hungry for something new.
Below are some of the season’s more notable and anticipated titles:
Notables of the season:
- Catching Fire by Susanne Collins (9/1)
- The Last Song by Nicholas Sparks (9/8)
- The Lost Symbol by Dan Brown (9/15)
- Her Fearful Symmetry by Audrey Niffenegger (9/29)
- The Wild Things by Dave Eggers (10/1)
- A Touch of Dead by Charlaine Harris (10/6)
- What the Dog Saw by Malcom Gladwell (10/20)
- Ford County by John Grisham (11/3)
- Under the Dome by Stephen King (11/10)
- Too Much Happiness (11/17) by Alice Munro
- Pirate Latitudes by Michael Crichton (11/24)
Do you have any books being released this fall that you are excited for—either as a reader, author or publisher? Let us know!
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National Bookstore Day is Coming!
September 21, 2009
by GreenleafBookGroup
Publishers Weekly has announced the date of their first annual National Bookstore Day, which will take place on Saturday, November 7, 2009. This special day was designed to to celebrate bookselling and the vibrant culture of bookstores, but authors can also find ways to contribute. One suggestion is to offer free copies of your book to bookstores for use in promotional giveaways or raffles. If they stock your book, you could mention their bookstore event to your email list. You might also offer to contribute to free workshop or seminar series that your local bookstores might be planning for that day. Email PWEvents@reedbusiness.com for more information and to find other ways you can participate.
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Big Bad Weekly Tip: What You Can Do To Get Your Book On Shelves
August 21, 2009
by GreenleafBookGroup
It’s more obvious than ever that the publishing industry is changing, and combined with the current retail slump, it is even more difficult to get independent books onto bookstore shelves. However, in addition to keeping your book distributor updated on your upcoming media appearances, there are some other things that you can do as an author to help make headway. One recommendation is to develop a strong following in your local community from which you can expand upon into other markets. Click here for some great tips from Penny Sansevieri, CEO and founder of Author Marketing Experts, Inc., on how to get in good with your local bookstores.
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Introducing Austin Publishing University
July 21, 2009
by GreenleafBookGroup
We're teaming up with independent bookselling superstars BookPeople this August for the first-ever Austin Publishing University, a seminar series for authors and aspiring authors on how to get your book published efficiently and profitably.
If you're in the central Texas area, we'd love to have you join us on the first four Sundays in August at BookPeople (603 N. Lamar, Austin, Texas). Sessions cost $15 each or $45 for all four. Attendance is limited to 60 people per session. To reserve a seat call (512) 472-5050 or visit BookPeople.
It's going to be a fun, educational event—one we hope will untangle some of the complexities of getting a book produced, distributed, and marketed, as well as answer any questions on the publishing industry attendees have, whether basic or advanced. Be sure to visit our Facebook page, and if you're the Twittering type, you can tweet about Austin Publishing University with the hashtag #apu09.
Descriptions of the four sessions of APU after the jump.
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SESSION 1 – Ins & Outs: The Industry Overview
Sunday, August 2, 2009 1:00 – 2:30 pm
The publishing industry presents many business models for authors, each with its own set of pros and cons. This class will walk you through the industry and give you the tools you need to choose the best path for your project. Plus, you will gain a basic understanding of what it takes to successfully create and market content in the retail marketplace. Learn the ins and outs of traditional publishing, self-publishing, print-on-demand publishing, and hybrid models—and how to avoid publishing pitfalls along the way.
SESSION 2 – Hot Topic: Content is King
Sunday, August 9, 2009 1:00 – 2:30 pm
So you know you want to write a book, but the blank page is glaring at you and you just don’t know how to begin. Come learn some useful techniques for structuring the writing process, getting past the terrifying first blank page, and presenting your ideas in a compelling and engaging manner.
SESSION 3 – Killer Covers: Boosting Sales by Design
Sunday, August 16, 2009 1:00 – 2:30 pm
Book jackets serve a number of purposes that are essential to the success of your book. This class will teach you how to make informed decisions about your covers by examining a variety of topics including genre appropriateness, the role of research, concept and tone, using photography and/or illustration, branding a series, endorsements, author photos, printing technology, retail durability, Amazon thumbnails, and design trends. We will closely analyze examples of various cover designs including award winning work.
SESSION 4 – Storming the Market: Online, On the Air, and On the Shelves
Sunday, August 23, 2009 1:00 – 2:30 pm
As the old saying goes, it’s easy to write a book: Selling it is hard. This class will discuss how effective marketing strategies, combined with traditional publicity and new media, come together to create a successful book launch. We will review the basic timeline that you should follow, describing what to do before, during, and after your publishing date. Don’t miss this rare opportunity to get the perspective of veteran publishers and retailers from both us at Greenleaf Book Group and BookPeople.
For more information about BookPeople, visit their site, or check out the fantastic interview they gave us a few months ago.
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Bookstore Signings: HarperStudio's 5 Tips and More
July 16, 2009
by Auburn Rutledge
Some of you might remember that for an April Fool's gag, we gave seven "hot tips" for author events. 
Over at HarperStudio's blog The 26th Story, they're giving you the good stuff: a great blog post with five important (real) things to remember for authors who are having book signings at local stores.
Those tips include:
- We are investing in you. Invest in us!
- Don't spread yourself too thin.
- Please don't second-guess the bookstore.
- Stay calm; do not panic!
- Enjoy your big day!
Check out the blog post, "An Author Walks Into a Bookstore (for a signing)" to get the complete information.
Other links to check out on the how-tos, goods, bads, uglies, and mathematics of book signings and author events:
- E-How's How to Do a Bookstore Signing
- Chip MacGregor's Booksignings and Websites
- Publishing Explained's book signing: organizing for success
- The Swivet's Pimpin' Your Book: The Economics of the Average Bookstore Event
- The Book Deal's Attention shoppers: Lessons learned from a book signing disaster (contributed by author Lisa Haneberg)
If you have any stories to share about author events (both as an author and as an antendee), let us know!
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