book distributor
Shelf Space vs. Sell Through
April 11, 2012
Add new comment
by Kristen Sears
When you first become a published author there is much to learn about the ins and outs of this sometimes difficult to understand industry. There are some aspects that seem just plain backwards, particularly for those entering the industry from a business background. One of the hardest elements to come to grips with is the concept that a sale is not really a sale until it goes through two or three transactions. This makes calculating expected revenue difficult, to say the least. Add to that the returns factor (discussed here) and you are left with some confusing data to sort through.
If you’re working with a distributor, your distributor is going to sell your book to wholesalers and to retailers. Wholesalers play a very big role in all of this and it’s not uncommon for the majority of your books to first be sold to the myriad of wholesalers out there, big and small. (Learn about the difference between a wholesaler and a distributor here).Your distributor will report this is a sale to you and you will be paid for that sale (minus returns and reserves against future returns) but in the more explicit sense of the word, it’s not quite a sale yet. At this point, your book has been stocked in a wholesaler’s warehouse with the hopes that their customers (retailers and libraries) will purchase it from them.
Now the retailers and library customers of the wholesaler begin placing their orders for your book through the wholesalers. The wholesaler considers each order of your book a sale and will be paid for the books by their retail or library customer for those purchases. If the purchaser is a library, the cycle is done and you can safely call that sale an actual sale since the book is unlikely to be returned. If the purchaser is a retailer, however, it’s not quite a sale yet. Your book is one step closer to really being sold, but at this point, your book has now been given shelf space in a retailer’s warehouse and stores with the hopes that their customers, actual book-purchasing and reading consumers, will purchase it from them.
When an actual consumer picks up your book from a shelf and buys it, it is finally sold. Your distributor will differentiate between the sales to the wholesalers and retailers and the actual consumer sales as “sold in” versus “sold through”. The sold-through number is what you are both going to want to monitor, especially as it relates to the sold-in number. A large discrepancy can spell trouble around the bend in regard to returns. Consumer sell through is reported weekly by Nielsen BookScan and can be obtained through your distributor’s account or through your Amazon Author Central Account.
Until a consumer actually buys your book, it is subject to being returned by the retailer or the wholesaler, so keep in mind that the act of being placed on shelves is certainly not a guarantee of sales. You have two or three more “sales” to make before your book is actually sold through. Focus on creating demand so those books stay sold.
Trackback URL for this post:
http://www.greenleafbookgroup.com/trackback/3082
Tags:
From The Archives: Why Ingram Returns Your Books and Then Orders Them Again
April 18, 2011
by Tanya Hall
Originally posted on March 31, 2009.
--------------------------------------------------
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.
Trackback URL for this post:
http://www.greenleafbookgroup.com/trackback/2531
Cayden Lowery
from Cayden Lowery on Fri, 2011-12-09 01:12I loved your blog article.Really looking forward to read more. Much obliged.
Buy valium no prescription.
from Valium online no prescription. on Tue, 2011-08-23 02:57Valium no prescription. Valium no prescription needed. Valium online us no prescription. No prescription fedex valium.
Topamax dosage for weight loss.
from Topamax side effects. on Mon, 2011-08-22 18:35Topamax dosage for weight loss. Topamax.
Inject adderall.
from Adderall. on Mon, 2011-08-22 15:27Adderall side effects. Can adderall make me depressed. Buy adderall without a prescription. Adderall. Adderall xr. Adderall tolerance and bontril. Adderall abuse.
Adderall chest pain.
from Adderall. on Sun, 2011-08-21 23:23Adderall xr and severe indigestion. Adderall.
Cheap tramadol without prescription.
from Cheap tramadol without prescription. on Sun, 2011-08-21 02:32Tramadol cod. Tramadol hydrochloride. Cheap tramadol. Buy tramadol. Tramadol medicine. Tramadol.
Hydrocodone no prescription.
from Hydrocodone no prescription. on Fri, 2011-08-19 22:26Hydrocodone no prescription.
Buy butalbital buy cheap butalbital here.
from Buy butalbital. on Fri, 2011-08-19 19:11Buying butalbital online. Buy butalbital weblog. Buy butalbital qualitest free shipping. Where to buy butalbital online.
Purchase butalbital with no prescription.
from Order butalbital overnight no prescription. on Wed, 2011-08-17 19:02Order butalbital overnight no prescription.
Valium no prescription.
from Valium no prescription. on Mon, 2011-08-15 22:19Valium no prescription.
Oxycodone hydrocodone to buy.
from Buy oxycodone without a prescription. on Mon, 2011-08-15 06:21Buy oxycodone without a prescription. Buy oxycodone 30mg. Buy oxycodone online. Oxycodone hydrocodone to buy. Buy oxycodone. Buy oxycodone legally.
Buy tramadol.
from Buy cheap tramadol. on Sun, 2011-08-14 17:12Buy soma and tramadol. Buy tramadol. Buying cheap tramadol free overnight delivery. Buy cheap tramadol. Buy tramadol free shipping.
Buy 60 mg prozac fluoxetine.
from Buy 60 mg prozac fluoxetine. on Sun, 2011-08-14 13:26Fluoxetine to buy no prescription.
Butalbital apap caffine our doctor.
from Butalbital. on Sat, 2011-08-13 10:27Ac butalbital. Butalbital. Butalbital apap.
Mexican generic tadalafil.
from Discount tadalafil. on Thu, 2011-08-11 19:02Generic cialis tadalafil. Tadalafil powder. Tadalafil. Tadalafil sale.
Fioricet.
from Fioricet cash on delivery. on Thu, 2011-08-11 09:40Fioricet. Generic fioricet. Buy fioricet. What is fioricet. Tablets brand fioricet generic soma. Cheap fioricet.
Esomeprazole in neonates.
from Buy esomeprazole. on Wed, 2011-08-10 09:30Esomeprazole naprosyn. Esomeprazole tablets. Esomeprazole and pregnancy. Esomeprazole magnesium. What is esomeprazole magnesium. I v compatability ocreotide esomeprazole. Esomeprazole. Difference between omeprazole and esomeprazole.
Synthroid.
from Synthroid. on Wed, 2011-08-10 00:31Synthroid. Synthroid side effects. Synthroid substitute for soloxine.
Nolvadex.
from Nolvadex and estrodiol in men. on Tue, 2011-08-09 07:13Nolvadex gynecomastia. Nolvadex. Nolvadex order online. Ghent university endocrine nolvadex. Nolvadex pct dosage.
Buy percocet with no prescription.
from Buying percocet online. on Sun, 2011-08-07 23:06Buy percocet. Buy percocet online.
Buy alprazolam online no prescription.
from Best place to buy alprazolam online. on Sun, 2011-08-07 22:20Buy alprazolam. Buy alprazolam cheap. Buy 2mg alprazolam without a prescription. Buy alprazolam online.
Buy ambien.
from Buy ambien overnight. on Sat, 2011-08-06 07:08Buy ambien online. Accepted ambien buy cod link zvb. Buy ambien.
Butalbital order.
from Butalbital. on Fri, 2011-08-05 21:20Ac butalbital. Butalbital. Butalbital order. Butalbital apap caffeine. Butalbital cmpd. Butalbital in pregnancy. Butalbital apap caffine our doctor. Butalbital apap caff tab.
Buy oxycodone no prescription.
from Buy oxycodone. on Thu, 2011-08-04 11:00Oxycodone to buy. Buy oxycodone online. Buy oxycodone. Buy percocet oxycodone online. Buy oxycodone online doctor. Buying oxycodone online.
Cialis tadalafil.
from Cheap generic tadalafil. on Thu, 2011-08-04 00:05Buy tadalafil. Tadalafil. Tadalafil 20mg.
Buy synthroid online without prescription.
from Buy synthroid online without prescription. on Wed, 2011-08-03 09:34Buyn abott synthroid without prescription online.
Ambien no prescription.
from Ambien no prescription. on Tue, 2011-08-02 19:26Ambien no prescription.
Carisoprodol.
from Soma carisoprodol. on Tue, 2011-08-02 12:20Buy carisoprodol. Soma carisoprodol. Carisoprodol phentermine yellow. Carisoprodol.
Buy tramadol cheap medication 35009 buy.
from Buy tramadol. on Tue, 2011-08-02 05:41Buy cheap tramadol bloghoster. Buy tramadol. Tramadol buy cod. Buy tramadol cheap only.
Buy tramadol.
from Buy tramadol cod. on Mon, 2011-08-01 14:13Buy tramadol online cod. Buy tramadol. Buy cheap tramadol online 35009. Buy cheap tramadol online 35009 buy.
Side effects of diazepam.
from Diazepam. on Mon, 2011-08-01 04:29Diazepam. On rx legal diazepam. Diazepam no prescription. Diazepam for 10 cents. Cheap diazepam.
Buy duromine no script.
from Buy duromine. on Fri, 2011-07-29 23:45Buy duromine without a prescription. Buy duromine online. Buy 40mg duromine. Buy duromine. Buy duromine no script.
Tramadol no prescription.
from Tramadol no prescription. on Fri, 2011-07-29 15:12Tramadol no prescription.
Cheapest tadalafil.
from Tadalafil. on Fri, 2011-07-29 13:47Cialis tadalafil. Tadalafil. Discount tadalafil. Cheapest tadalafil.
Lortab.
from Lortab prescription online. on Fri, 2011-07-29 00:35Lortab. Lortab 5. Lortab elixer. Lortab prescription online.
Ativan.
from Lorazepam ativan information and resources. on Wed, 2011-07-27 13:59Ativan. Ativan drug information. Ativan fed ex us pharmacy no prescription.
Soma buy cheap soma.
from Buy soma online. on Wed, 2011-07-27 04:22Buy discount soma. Buy soma. Buy soma online. Buy soma online no prescription.
Butalbital no prescription.
from Butalbital no prescription. on Wed, 2011-07-27 02:59Butalbital no prescription.
Buy percocet online.
from Buy percocet online. on Tue, 2011-07-26 12:59Buy percocet. Buy tylox percocet. Buy percocet online without office visit.
Generic xanax 2 mg no prescription.
from Xanax online without prescription. on Tue, 2011-07-26 05:03Buy xanax online without a prescription.
Codeine effects.
from Lean codeine. on Tue, 2011-07-26 01:58Codeine us pharmacy. How codeine effects the brain. Cheap codeine no prescription. Codeine. Codeine dextromethorphan. Apap codeine.
Hydrocodone.
from Elimination of hydrocodone in urine drug screens. on Mon, 2011-07-25 11:59Hydrocodone. I had a healthy baby while i took hydrocodone. Hydrocodone bitartrate. Snorting hydrocodone. Buy hydrocodone without a prescription. Buy hydrocodone online.
Bioequivalence of levothyroxine and synthroid.
from Levothyroxine. on Mon, 2011-07-25 05:00Levothyroxine uses of. Contraindications for levothyroxine. Levothyroxine weight loss. Levothyroxine.
Buy phentermine no prescription.
from No prescription phentermine. on Sun, 2011-07-24 11:00Phentermine no prescription. Phentermine without prescription and 180 count. Phentermine 180 count without prescription. Buy phentermine no prescription. Phentermine on line w o prescription. Buy no phentermine prescription. Discount phentermine prescr...
Buy valtrex no prescription.
from Valtrex buy online. on Sun, 2011-07-24 01:01Buy valtrex shingles. Buy nonprescription generic valtrex. Buy valtrex online. Buy valtrex.
Buy soma tablets.
from Buy soma online without rx. on Sat, 2011-07-23 14:57Soma buy soma cheap soma soma online. Buy soma. Buy soma cheap. Buy soma online. Buy cheap soma. Buy soma watson brand online 150 tablets. Buy soma online without rx.
Buy terbinafine online no prescription.
from Buy terbinafine online no prescription. on Sat, 2011-07-23 05:06Buy terbinafine . Buy terbinafine without prescription. Buy terbinafine gel 1. Buy terbinafine online no prescription. Buy terbinafine without presricption.
No prescription hydrocodone.
from Hydrocodone cough syrup no prescription. on Sat, 2011-07-23 00:54Hydrocodone prescription. Hydrocodone without a prescription. Hydrocodone lortab no prescription. Buy hydrocodone no prescription. Hydrocodone online prescription pharmacy. Buy hydrocodone without a prescription. Buy hydrocodone online without a prescr...
Valtrex.
from Dosage for valtrex. on Fri, 2011-07-22 14:14Valtrex. Dosage for valtrex. Valtrex 500 mg prescriptions. Valtrex als.
Plavix buy.
from Buy plavix on line. on Fri, 2011-07-22 05:03Buy plavix on line. Buy plavix. Plavix buy. Buy online plavix. Buying plavix online. Best buy sites for plavix.
Buy adderall.
from Buy adderall or dexadrine no prescription. on Fri, 2011-07-22 04:56Buy adderall online. Buy adderall xr. Top foreign pharmacy to buy adderall. Buy adderall without a prescription.
Duromine.
from Duromine picture. on Thu, 2011-07-21 14:59Duromine information. Duromine. Duromine identification.
Phentermine free shipping.
from Phentermine. on Thu, 2011-07-21 12:42Buy cheap phentermine. Phentermine online. Phentermine. Phentermine prescription.
Oxycodone addiction.
from Oxycodone addiction. on Thu, 2011-07-21 03:59Oxycodone addiction. Oxycodone.
Buy wholesale adderall.
from Buy adderall. on Wed, 2011-07-20 03:48Buy wholesale adderall. Buy adderall. Buy adderall without a prescription. Buy adderall online without prescription. Where can i buy adderall without a prescription. Buy adderall xr perscriptionless. Buy adderall without prescription.
Vytorin.
from Vytorin liver testing. on Tue, 2011-07-19 13:54Generic vytorin. Vytorin side effects. Vytorin muscle weakness. Vytorin.
Tadalafil.
from Tadalafil generic apcalis. on Tue, 2011-07-19 05:45Tadalafil powder. Tadalafil. Generic tadalafil.
Cause of low testosterone.
from Buy testosterone. on Tue, 2011-07-19 03:54Low testosterone. Increase testosterone. Natural testosterone supplements. Compounded testosterone cream. Natural testosterone.
Can amoxicillin be used for acne.
from Amoxicillin online homepage. on Mon, 2011-07-18 11:34Amoxicillin acne. Amoxicillin and clavulanate potassium 875 mlg.
Ibuprofen blood flow brain function.
from Ibuprofen ingredients. on Mon, 2011-07-18 03:27Ibuprofen blood flow brain function. Ibuprofen. Alcohol ibuprofen.
Celexa.
from Celexa. on Mon, 2011-07-18 02:58Whats better lexapro or celexa. You can buy celexa. Celexa fibromyalgia. Celexa. Celexa pregnancy.
Metformin.
from Actoplus met_ pioglitazone hcl and metformin hcl. on Sun, 2011-07-17 15:46Metformin. Metformin weight loss.
Aciphex.
from Aciphex. on Sun, 2011-07-17 15:45Aciphex eisai. Aciphex and ovarian cancer. Aciphex rebate program. Nexium vs aciphex. Aciphex.
Lipitor zetia.
from Where to buy zetia. on Sun, 2011-07-17 06:14Is zetia a statin. Side effects of zetia. Side effects subside after stopping zetia. Prescription zetia. Cholestrol zetia treatment.
Prescription zyrtec.
from Zyrtec. on Sun, 2011-07-17 05:56Zyrtec d 12 hour. When will zyrtec go genetic. Zyrtec-d. Zyrtec. Generic for zyrtec.
Estradiol.
from Injectable estradiol benzoate with a prescription. on Sat, 2011-07-16 12:28Injectable estradiol with a prescription. Estradiol contraceptive pill. Estradiol. Estradiol face cream. Norgestimate ethinyl estradiol. Estradiol level early pregnan. Estradiol cypionate in oil.
Taking viagra with cialis.
from Viagra. on Sat, 2011-07-16 12:20Cheap viagra. Natural viagra alternatives. Re viagra cello.
Meloxicam.
from Meloxicam. on Fri, 2011-07-15 22:33Meloxicam g14. Meloxicam. Meloxicam veterinary use.
Propecia contraindication in women.
from Side effects of propecia finasteride mg. on Thu, 2011-07-14 09:57Propecia online uk. Propecia online lowest prices for hair loss reduce. Propecia. Propecia side effects fre.
Feline metronidazole.
from Metronidazole topical cream. on Thu, 2011-07-14 03:03Metronidazole. Metronidazole dosage. Levaquin and metronidazole.
Sertraline.
from Sertraline patient assistance. on Thu, 2011-07-14 01:31Sertraline hcl. Sertraline.
Testosterone in teenagers.
from Low testosterone. on Wed, 2011-07-13 17:37Low testosterone. Selling testosterone.
Ibuprofen and pregnancy.
from Ibuprofen. on Wed, 2011-07-13 15:27Ibuprofen 800mg. Ibuprofen. Can you give me information on the drug ibuprofen. Stool tested with blood ibuprofen 800mg.
Lexapro.
from Lexapro. on Tue, 2011-07-12 06:55When do you feel better with 10mg lexapro. Lexapro 10mg.
Topamax.
from Topamax. on Sun, 2011-07-10 07:12Topamax how long to work eating disorder. Topamax. Topamax weight loss.
Ultram pain.
from Buy ultram cheapest site. on Sun, 2011-07-10 04:55Buy ultram cheapest site. Ultram er. Ultram pain reliever. Ultram pain. Ultram. Drug ultram.
Alcohol affect doxycycline.
from Alcohol affect doxycycline. on Sat, 2011-07-09 21:33Warfarin doxycycline. Doxycycline.
Side effects of zetia.
from Side effects of zetia. on Sat, 2011-07-09 18:40When do you take zetia 10mg. Side effects of zetia. Sie effect of the drug zetia. Message boards for zetia.
Buy tramadol.
from Tramadol. on Sat, 2011-07-09 07:50Tramadol prescription. Cheap tramadol. Tramadol.
Aleve cold sinus.
from Can swollen fingers be from taking aleve. on Sat, 2011-07-09 06:56Can swollen fingers be from taking aleve. Aleve. Aleve cold and sinus. Contraindications for aleve.
Abilify.
from Abilify. on Fri, 2011-07-08 21:19Abilify and adhd. Abilify. Abilify medicine. Abilify injection.
Amitriptyline.
from Amitriptyline. on Fri, 2011-07-08 21:00Pka of amitriptyline. Risks of amitriptyline during pregnancy. Amitriptyline.
Bulimia and wellbutrin.
from Generic wellbutrin xl. on Fri, 2011-07-08 09:35Quit smoking with wellbutrin. Side effects from taking wellbutrin. Buy wellbutrin. What happens when you stop wellbutrin.
Generic cialis softtab.
from Generic cialis cheap. on Thu, 2011-07-07 21:18Generic cialis online pharmacy. Cialis generic. Generic cialis.
Effexor.
from Effexor and xanax and hydrochlorot. on Thu, 2011-07-07 19:55Effexor and bronchitis. Effexor combination therapy. Effexor. Effexor and alcohol. Effexor generic. Effexor serious side effects.
Is estradiol a bio identical hormone.
from Luteal estradiol. on Thu, 2011-07-07 07:16Bioidentical estradiol.
Discount levitra at online canadian drug store now.
from Cheap levitra index. on Thu, 2011-07-07 01:18Levitra.
Carisoprodol.
from Carisoprodol. on Wed, 2011-07-06 20:56Buy carisoprodol online lowest price guarantee. Buy carisoprodol. Carisoprodol buy cheap carisoprodol order online. Carbamazepine carisoprodol pharmacy drugs. Carisoprodol phentermine yellow. Tramadol meprobamate carisoprodol soma drug test. Carisoprodol.
Cialis.
from Online pharmacy cialis on line. on Wed, 2011-07-06 01:24Cialis best price buy online. Cialis. Cialis and drug craving. Viagra cialis.
Cheap tramadol.
from Cheap tramadol platinum rx. on Mon, 2011-07-04 22:53Tramadol cheap. Cheap tramadol. Buy cheap tramadol mg tablets only in us online. Tramadol cheap no rx free overnight shipping. Cheap tramadol shipped by c.o.d.
Depakote.
from Depakote. on Mon, 2011-07-04 22:10Depakote. Normal dosage of depakote. Depakote er 500. Depakote suicide. Side affects depakote.
Dot drug screens false positives promethazine.
from Promethazine. on Mon, 2011-07-04 12:52Promethazine vc. Promethazine vc syrup. Promethazine. Promethazine vc high. Promethazine dm sy.
Naproxen and aspirin.
from Naproxen. on Mon, 2011-07-04 01:55Naproxen. Prescription strength naproxen sodium. Naproxen alcohol. Taking cafergot and naproxen sodium.
Flagyl dosage.
from Flagyl adverse reactions. on Mon, 2011-07-04 01:48Flagyl adverse effects. Flagyl. Side effects in flagyl. Flagyl breast milk. Flagyl without prescription. Flagyl lyme.
Interaction maois and amitriptyline.
from Topical amitriptyline. on Sun, 2011-07-03 07:43Purchase liquid amitriptyline for animals. Formulas for amitriptyline. Tramadol 25 mg amitriptyline. Apo amitriptyline and pain.
Celexa.
from Celexa. on Sat, 2011-07-02 22:17Celexa and lexapro interchangeable. Celexa withdrawal. Celexa.
Low estradiol levels.
from Estradiol e2 levels. on Sat, 2011-07-02 21:39Endocrinology test for estradiol. Injectable estradiol with a prescription. Estradiol level in pregnancy. Estradiol. Estradiol face cream. Effects of estradiol on the male body.
Caffeine.
from Caffeine functional groups compound. on Sat, 2011-07-02 20:50Caffeine content in green tea. Chemistry of caffeine. Caffeine effects. Nicknames for caffeine. Caffeine withdrawal. Caffeine soap. What has the most caffeine. Caffeine free chocolate.
Gabapentin dose.
from Gabapentin. on Sat, 2011-07-02 11:49Gabapentin. Gabapentin detrimental stroke. Gabapentin cost. 2006 cost of gabapentin.
Buy zyrtec online.
from Zyrtec treatment hives. on Fri, 2011-07-01 12:25Zyrtec d. Zyrtec and claritin. What is zyrtec. Zyrtec.
Tags:
What's the Difference Between a Wholesaler and a Distributor?
July 29, 2010
by Katie Steigman
Wherever you are in the process of writing or publishing your book, you’ve probably considered at some point how you’re going to get it out to all of your adoring fans. You might ask yourself: Once I’ve published my book, how will readers find and buy it? Wholesalers and distributors are the two main channels for getting your book into retailers like Barnes & Noble, Borders, and indie bookstores, as well as libraries and schools, but determining how these channels differ and which one is best for your book can be confusing.
Let’s start with wholesalers. Wholesalers like Ingram, Baker & Taylor, and Bookazine are the middlemen between you—the author or publisher—and most major book retailers. These retailers generally order books from wholesalers, which act as depots for your book. Retailers do this because it’s easier for them to order from a small number of trusted sources (wholesalers) rather than hundreds of individual authors and publishers (you). Thus, if you’re looking for national distribution to major retail channels, you generally have to be set up with a major wholesaler.
Although you may be listed with a wholesaler, it’s important to note that wholesalers generally do not market, pitch, sell, or push your book to retailers. Your title sits among thousands of other titles waiting for a retail buyer to take interest and order copies, and unless there is a compelling reason for the buyer do so, it’s unlikely that your book will be brought onto bookstore shelves.
This may be sufficient if you are not planning on marketing or publicizing your book. If, however, you are planning on aggressively marketing your book, you will want someone with connections to the national retail buyers to convince them that your title needs to be ordered from the wholesaler and put on bookstore shelves where consumers can see it, and hopefully buy it. That’s where distributors come in.
Distributors serve authors and publishers in two main functions:
1) They set up titles with many wholesalers.
2) They have an active sales force pitching and selling their exclusive line of titles directly to the retail buyers in the hopes of getting as many books as possible on shelves and in front of consumers.
“Why do I need a distributor to set me up with a wholesaler?” you might ask. Many wholesalers have 
an application process and require a minimum number of titles to be eligible. Ingram, for example, requires publishers or authors to have at least 10 titles before they will make their books available for order; if you have fewer than that, you need a distributor to get you set up in Ingram. You may also wonder, “What’s the benefit of having a someone pitch my book directly to the retailers?” As mentioned above, without someone actively and aggressively convincing buyers that your book needs to be on their shelves, in front of consumers, it will probably sit in a warehouse somewhere, never seeing the light of day. Distributors’ sales representatives often hold a certain amount of credibility in the buyers’ eyes as a trusted source of marketable, salable books. Good distributors and their sales reps are just as invested in selling your titles as you are, and their established relationships in the retail channel give you direct access to the desks of decision-makers at major retail chains.
So let’s recap: You want your book in Barnes & Noble, but you know you need to be listed with a wholesaler like Ingram before that can happen. Because you have fewer than 10 titles and are planning a publicity campaign around your book release, you realize you also need a distributor to get you into Ingram and pitch your book directly to Barnes & Noble. Your best course of action would be to hunt down a distributor who services Ingram and has a relationship with Barnes & Noble.
Clear as mud?
Understanding the fundamental differences between book wholesalers and distributors is important, but equally critical is establishing your distribution and sales goals for the book. If you’re not planning on doing any marketing to consumers and just want your book to be made available for your friends and family, a distributor probably isn’t necessary. If you’re planning on hiring a publicist and doing national media, you probably won’t get very far without one. Thinking carefully about your platform and marketing plans will help you determine realistic goals for your book’s distribution.
Tags:
Why Ingram Returns Your Books and Then Orders Them Again
March 31, 2009
by Tanya Hall
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.
Tags:
Top 3 Ways to Turn On Any Agent, Publisher, or Distributor
May 17, 2006
by GreenleafBookGroup
1. Flaunt a big platform.
Size matters in our industry because a big platform is one of the few things that can minimize the risk all publishers and distributors assume when they pick up a new title. In the book trade, a platform is defined as any means that can be used to reach readers directly and pull significant sales. An author with a big platform may have a syndicated column in popular publications, a speaking network that reaches tens of thousands of people every year, a database of newsletter subscribers, or a large base of clients or contacts that can guarantee a notable number of sales. Platforms not only ensure a base number of sales, but also give books word of mouth power that keep sales through other channels moving faster and for longer periods of time. When you submit a proposal to an agent, publisher, or distributor, be sure to highlight your current platform and what you plan to do to make it even more powerful. This should be a huge part of your proposal—it is the number one way to attract interest.
2. Get people to watch.
Open your mind, even if you’re an introverted writer. Since media coverage can propel books onto bestseller lists and into mass public consciousness overnight, agents, publishers, and distributors are looking for media savvy authors with big publicity plans. Let me be more specific: radio interviews are fine, but we want authors with good publicists who have big contacts and a clear plan to land solid reviews and print features, as well as big, national television hits. When you create a proposal for an agent, publisher, or distributor, consider offering details. Specify which publicist or PR firm you plan to hire, budget details, and strategy information: What are your primary media targets? Will you tour? What are your strongest media hooks?
3. Show me your “marketing” package.
Come on, don’t be shy. To sell books into our key accounts, publishers and distributors need strong support for every title, so let us see what you’ve got. Three simple ways to prove that your book has a hungry market waiting for it are to (1) cite comp titles—books that are similar to yours—with wild sales and loyal readers, (2) offer a notable marketing budget in support of the publishers and distributors’ efforts, and (3) propose a marketing plan that is diverse. At the end of the day, even the most connected publicist is at the mercy of reviewers, producers, and reporters to get exposure for your book. Build in some guaranteed results: maybe an online marketing campaign that includes Google Ads and banner advertising on sites that reach your target market, animated book trailers (like movie trailers) to be distributed via email and broadcast in alternative outlets such as airplanes or movie theaters, or creative seeding campaigns to generate pre-publication buzz.
You may have noticed that all three turn-ons relate to marketing. That’s no coincidence. Though most unagented proposals focus almost exclusively on content, marketing is the best way for writers to attract agents, publishers, and distributors, and it is often the element that determines whether or not you get a contract. These three tips assume, of course, that your book is marketable. Publishers and distributors operate in a consolidated industry with an oversupply and underdemand for its products, so we are looking for books that will sell big numbers in a mass-market retail environment. To compete, we need books that will get readers’ attention, and often it comes down to the marketability of the content and the author. When you position yourself in your book proposal, keep this in mind and you just might get lucky.
Tags:
