Paying for Space
CASH UP FRONT by Randy Kennedy
Published: June 5, 2005, Sunday New York Times
New Author? Frustrated by the lack of bookstores scrambling to shelve your newest work? Don't feel bad. You're hanging with the majority when it comes to obtaining the all-so-precious space at any local book retailer.
I recently read the article, CASH UP FRONT, in the NYT (well, online at the Times) by Randy Kennedy. Most enlightening. And I highly encourage any author to peruse it in depth whenever they become discouraged about the whole "book-stocking thing."
Overall, the general theme of the story (if you haven't guessed it) is that most publishers pay in some manner or another to obtain space on the retailer's shelves, aisles, windows, and so forth.
A throwback from the Depression, this arrangement (referred to in the article as co-operative advertising) is expensive albeit very beneficial to those who have the means to chalk up the dough, but in essence it makes it difficult for mid-list and underdog authors to gain the valuable consumer eye much less the shelf space in bookstores.
They also throw out some numbers, just in case you're interested and have a few grand lying around. Well, more like ten or so. To quote:
It's a lengthy read, but well worth the effort. If you have a few moments spare, you may want to get by and check it out.
LINK: NYT Archive
Published: June 5, 2005, Sunday New York Times
New Author? Frustrated by the lack of bookstores scrambling to shelve your newest work? Don't feel bad. You're hanging with the majority when it comes to obtaining the all-so-precious space at any local book retailer.
I recently read the article, CASH UP FRONT, in the NYT (well, online at the Times) by Randy Kennedy. Most enlightening. And I highly encourage any author to peruse it in depth whenever they become discouraged about the whole "book-stocking thing."
Overall, the general theme of the story (if you haven't guessed it) is that most publishers pay in some manner or another to obtain space on the retailer's shelves, aisles, windows, and so forth.
A throwback from the Depression, this arrangement (referred to in the article as co-operative advertising) is expensive albeit very beneficial to those who have the means to chalk up the dough, but in essence it makes it difficult for mid-list and underdog authors to gain the valuable consumer eye much less the shelf space in bookstores.
They also throw out some numbers, just in case you're interested and have a few grand lying around. Well, more like ten or so. To quote:
"…but some publishers said that the price for placement on front-of-store promotional tables for only a few weeks or a month … can be between $10,000 and $20,000 per book... Placement on eye-catching cardboard displays can cost much more than $20,000."Well, I say … that brings the game into perspective.
It's a lengthy read, but well worth the effort. If you have a few moments spare, you may want to get by and check it out.
LINK: NYT Archive
posted by dehanna at 4:18 PM
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