What the Retail People Are Saying
A Saturday Rant 11-24-01
I’ve done some research the past few weeks about what retail book people are
thinking and saying. What I learned, while not too encouraging (or
earthshaking), does have a few upbeat notes for smaller publishers.
Here are 10 items.
1. Too many books are published and too many of them are “me too” books. The
big houses seem to think that if one book on a subject is good, two or three
must be better. This is especially true in the self help, new age, and computer
genres.
2. Stores are more and more interested in seeing books from small publishers.
“New” and “unique” are the two words I heard most often when it comes to what
retailers look for. And the independents especially look for items that will not
be on the shelves of the large chains.
3. Book reps are not as important as they used to be. Again, there are too many
books and the managers of the chains and independent owners don’t have the time
to spend looking at all the lines a rep might carry.
4. The best salesman is the customer. After the third person walks in asking
for a book, the owner or manager will order 5 or 6 copies.
5. Contrary to publisher opinions, independents don’t mind dealing with small
publishers. It seems that Ingram’s bureaucracy is causing independents to deal
with a lot of paper work. Independent stores like to deal with the regional
distributors and wholesalers. Independents also like to order via credit card.
6. The chains hate dealing with small press books. It seems that managers of
the larger chains (I won’t name names) are prohibited from ordering direct from
us, and, thus, have to go through their own “special order” bureaucracy to get
our books (assuming they are not stocked by Ingram.) It is a lot of paperwork
for a small profit item. They would much prefer to order direct from us via a
credit card.
7. No one I spoke with ever heard of BookSense. When I explained the concept, I
got a “I don’t have (want, need, understand, like, trust) a BookSensel”
response. Also, the concept of returns is “god” to bookstores. They know that
“we” finance their inventory, and they like it that way (who wouldn’t!).
8. Store managers and owners are in denial over e-books. Most still believe it
is a “fad” and that it won’t ever effect their business. “We’ll always have
(hard copy) books” is the prevailing sentiment.
9. No one is going to Book Expo in New York. No one. Again, no one. However, a
few said that if it were held in a less expensive location with better
logistics, they would consider it. But there is little reason for book buyers to
attend, so they say.
10. Store managers and owners know publishers are not making money as they
realize that often our margins are less than theirs. Books should be priced
higher so both sectors can make a profit instead of it all going to Ingram (who
takes very little risk, pays no freight, and does not take title to any of its
inventory.)
The most important lesson I came away with is that selling your book to the
audience is more important than selling it to the store. If the customers want
it, the stores will find a way to get it. Having distribution is important but
not as important as we publishers think it is. If the public wants your book,
the stores know all sorts of ways to find you. Both independent and chain stores
are bottom-line operations. If you create the demand, they will find a way to
fill the supply. They will have their central buyer contact you directly or they
will ask their favorite wholesaler to place an order from you. And it only takes
3 or 4 requests by people to get the ball rolling.
MARDI LINK PISSED ME OFF
One of this industry’s “book babes” took a pot-shot at the Pub-Forum list saying
that the Forum is a place where vendors get to “prey” on subscribers (read that
as “suckers.) Now here is a woman who has posted to Pub-Forum maybe twice, who
I’m sure has only read it once, and, when it comes to online venues, does not
know what she does not know. As one of the administrators of this list, as well
as one of the vendors, I know for a fact that Mardi Link, Editor
of ForeWord Magazine has her good-looking
head up her very tight ass, and it’s going to be a long time before I ever speak
to her again, much less retract that previous phrase.
But in the spirit of her characterization, I decided to pen the following;
something I’m sure she would write… if she had the talent.
Oh Vendor, My Vendor, The List Is Yours To Sell
Oh vendor, my vendor, the list you know quite well
Thy kingdom come, thy will be done
You write, you post, you sell.
It matters not, just what you tell
Your message is on our screen
Be it ForeWord, or BookZone, Canton, or Shel
We hear your voices scream.
Subscribe, subscribe, we need your ear
My ForeWord This Week is here
We’ll sell you this, we’ll sell you that
We’re vendors who hold you dear.
So if you want to cry out load
The list is not for sale
Remember the vendor, who isn’t a member
Who wants your check in the mail.
A thousand one ways
To sell books in days
Is everyone’s favorite reprise
So send your address
You should do no less
To learn her latest surprise.
Oh vendor, go ForeWord, I will heed your call
I’ll send my address right away
I know you are right, I know you are bright
I’ll do everything that you say.
Some call you a “babe”, some think you are Christ
I’m sorry I take you to task
The letters I’ll get when this week is the past
I’m sure I’ll be quartered, and diced.
So vendor, go ForeWord, a thousand one ways
I’m sorry I asked you to tell
Just why you think the list is here
The answer: a good place to sell.
Alan N. Canton