INTRODUCTION TO SELLING YOUR BOOK
In this section:
Public Lending Right
What we do
We work at contacting all relevant wholesalers and retailers, online and bricks-and-mortar, about your book, worldwide.
(Smaller retailers, Amazon and libraries can get books more quickly and efficiently through wholesalers rather than direct from a publisher or distributor. In North America their wholesaler might be Ingram, Baker & Taylor, Bookazine, New Leaf or Quanta, and in Europe Bertrams, Gardners, Westnedge, OLF or Bookspeed. All our titles are available through all of them).
Important note: Please do not contact the sales teams directly. They all represent numerous publishers, and it's not feasible for them to work with authors on an individual basis.
We will present your title to the sales teams. Our Sales Coordinator passes on important marketing information, which the reps then highlight to buyers when pitching your book to bookstores. A bookseller is far more likely to be persuaded to order copies of a new book if they are alerted to significant marketing. This includes details of upcoming events, scheduled interviews, endorsements from high-profile reviewers, and any traction a book may have gained in mainstream press or on social media. If you arrange a book event or any other publicity regarding your book, alert us to it by adding it as 'Arranged' in your book's Marketing Activities to ensure we know about it and can pass on the details. You can also leave a message on the Author forum under Sales/Distribution: Sales to the trade.
As of September 2016, we use these sales teams:
One of the largest independent sales teams in N. America, they have nine in-house sales staff, highly experienced, covering wholesalers and central buyers for chains, and use a further six sales commission groups with several dozen reps between them for sales to selected independent stores.
Andrea Jacobs is our Account Manager. National Account Managers are: Omuni Barnes (Amazon.com), Spencer Gale (Barnes & Noble), Ed Lyons (Baker & Taylor/Mass Merchant), Sheila Burnett (Ingram) and Max Phelps (Books-A-Million, REI, American Wholesale, Select Outdoor). Special Markets: Dennis Hayes (Gift, Gourmet, Special Sales) and Amy Alexander (Special Sales Account Manager).
Field reps and territories are: Joseph Novosad and Larry Seidl (Rocky Mountain West); Hand Associates – Lynn Wakabayashi, Jock Hayward, David Diehl, Pam Sheppard (West); Geoff Rizzo, Tom Caldwell, Angie Smits, Teresa Rolfe Kravtin, Jan Fairchild (South); Wybel Marketing Group – Terry Wybel, Ron Prazuch, Bill McGarr (Midwest); McLemore/Hollern & Associates – Sam McLemore, Larry Hollern (Southwest); Mark Carbray (New England); The R&R Book Company – Richard C. Re, Eileen Bertelli, Linda Cannon, Jason Kincaide (Mid-Atlantic). There are a further 100 or so reps on commission who cover the rest of N. America and non-book-trade outlets, like museums, garden centres, craft shops. They are in the top 20 vendors in all sections of the book market.
Headed by NBN Managing Director Les Petriw. Commission reps cover the Canadian retail and special sales accounts: Hornblower Books, Inc. – Laurie Martella (Atlantic Canada & Eastern Ontario), Karen Stacey (Quebec), Roberta Samec (Toronto, Northern & Soutwestern Ontario), Neil MacRae (Eastern Canada & Academic Sales); Rorie Bruce (Winnipeg); Lisa Pearce (Manitoba and Saskatchewan); AV Sales & Marketing – Aydin Virani and his sales group (Alberta and British Columbia), Kamini Stroyan (British Columbia Interior and Vancouver Lower Mainland).
We work here with Quantum. They have a team of five: James Benson (North of England, Wales, East and West Midlands, SW England); Jim Chalmers (Scotland, NE England); Barbara Martin (wholesalers Gardners & Bertrams. South Midlands, Warwickshire, Oxfordshire); Martin Shaw (London: Science Technical Medical. Northern Home Counties, East Anglia and Oxfordshire); and James Wickham (London: excluding Science Technical Medical. Kent, Surrey, Sussex, Berks & Hants).
Europe and Ireland
Durnell Marketing, with a team of four territory managers: Thibault Appell (Finland, France, Iceland, Malta, Switzerland); James Dunphy (Albania, Belgium, Gibraltar, Italy, Luxembourg, Norway, Portugal, Romania, Spain); Andrew Durnell (all territories including Ireland); and Timur Sayfullin (Austria, Belarus, Bulgaria, Czech Republic, Denmark, Estonia, Georgia, Germany, Hungary, Lithuania, Moldova, Russia, Slovakia, Ukraine); supported in sales by Julia Knowles, Sarah Henderson and Iva Mikulikova.
Brumby Sunstate. Predominantly MBS titles here, we push separately from the office in other areas.
Hay House, same situation as with Australia.
Publishers International Marketing.
We're working on other areas, like North Africa/Middle East, South and Latin America, Caribbean.
We're in constant touch with these groups, sending them AI/tipsheets, catalogues, attending sales meetings. All the 50 or so main reps get an AI sheet on every title, and from September will be getting subject catalogues that include strong backlist. We also supply book metadata to international bibliographic distributors such as Nielsen, Bowker and Bibliographic Data Services.
You can be sure that your title will be presented to larger retailers such as Amazon, Hudson, Hastings, BAM, NACS and Folletts in the USA, Indigo in Canada, and Waterstones, Blackwell, Foyles, and John Smith in the UK. Reps also present to library suppliers such as Brodart in USA, and to Bertram Library Services, Askews and Yankee Book Peddler in Europe.
Over the years we have built good relationships with booksellers in particular subject areas, which you can see in the Contacts Database. For instance in the Mind/Body/Spirit sector we have close links with specialist bookstores such as Watkins Books in London, and Banyen Books in Vancouver. In the Christian market we have close links with the wholesalers A Great Read and Goodnews Books. Our imprint for radical politics and culture, Zero Books, is popular with booksellers such as Foyles, Blackwell, Bookmarks, Housmans, Folletts, Bluestockings and City Lights. In general, our trading terms are effectively sale or return (returnable) and we offer trade accounts a discount off the recommended retail price RRP of 35–60%. We never refuse returns from an event and often offer increased discount.
These outlets market and sell our books by hosting events, and displaying books on their shelves and websites, as well as publishing articles, reviews and adverts. We also work with festival organizers, colleges and academic institutions, churches and retreats, arts centers and galleries, therapy centers and healing groups throughout the world.
We run adverts for qualifying books in trade catalogues published by wholesalers such as Ingram and submit books to reviewers in the trade press such as Publishers Weekly and The Bookseller. These catalogues and journals are both in print and digital, and offer booksellers details of new books several months in advance of publication. Reviews and adverts are recorded on your Marketing page in Activities.
We offer certain booksellers extra discount or free books in return for higher profile on their website or in their shop window, inclusion in promotional mailings to their customers, running an event and occasionally “publisher shop front” space online.
We don’t run front-of-store table promotions in the big chains. Exposure for books at the front of a bookstore is “bought” by the publisher at the discretion of the bookseller and costs in excess of $10,000.
We’re building up our own contacts with the trade from the office, sending regular newsletters in different subject areas, which they subscribe to. You can see the distribution of these on your Marketing page. These also go to, journalists, foreign publishers and readers. They highlight author events, articles and interviews, and new and better-selling books.
From the summer of 2017 we will have some of our titles in the NBN catalogue here, which is twice-yearly. We’re also producing catalogues covering new titles and selected backlist in four areas (Zero Books/politics/culture/society, MBS, general non-fiction and fiction) four times a year, which you can download from your Marketing page, for your own use. We also produce "Top Ten" lists, in BISAC categories and (by the end of 2016) in all sub-categories. These can be seen and downloaded from the website in CATALOGUES.
What you can do
In 2015, 500,000 new titles were published in US, 300,000 in the UK. Another million or so were self-published. A small proportion (of the former, let alone the latter) get onto bookshop shelves. You can help by contacting local ones yourself (EVENTS), running workshops, giving talks, handing out flyers (PROMOTIONAL MATERIAL), being active on social media (SOCIAL MEDIA), and emailing your networks (EMAIL). Make sure readers can buy books easily, add clear buy links and directions in emails, on social media, in articles, in posts, on your website and on any other websites with which you have connections. There is a BUY ONLINE button to key retailers for your book on your page on www.johnhuntpublishing.com.
Libraries generally do not buy from publishers, but from wholesalers, who we do contact. In the UK these are organizations like Bertrams, Askews, Yankee Book Peddler and Tomlinsons. There's a similar spread in North America, where Baker & Taylor has about 70% of the library business. These wholesalers pass on information to libraries through online feeds. There are useful articles on libraries at: http://www.strategicbookmarketing.com/services-library.html and http://www.library.pima.gov/contact/authors.php.
The degree to which libraries continue to receive taxpayer support varies enormously by region. The one common thread emerging recently is "PDA"—Patron Driven Access, i.e. "Patrons" or "readers" will have a greater role in book acquisition. Libraries need to make themselves more directly relevant to reader wishes. So though the library market is shrinking, the possibilities for direct author intervention are increasing.
- If you are an academic, please encourage your university library to stock your book and others on the list, and subscribe to our newsletter. Do you know of courses where your book could be a course text or on a reading list?
- Add your library to our contacts database.
- Contact your local public library. Tell them briefly what the book is about, of any reviews and how to order. Public libraries now offer ebooks too, so go online and check they list your book and, if not, recommend it and any others in the imprint. Overdrive distributes our ebooks to most public library platforms in UK & US. NB Overdrive will only list your book as available in a particular country if a library has requested it. So ask for it in your local library and get friends in other countries to ask in theirs too. It's quite simple...in most cases, if a library gets a request for a book from a reader, they will order it.
- Reviews in library review journals, such as Library Journal, Kirkus, Booklist, Publishers Weekly, can help. We submit a number of books each month to these journals and record this on your Marketing page in Activities.
Public Lending Right
In some countries the government pays authors a small amount every time their books are borrowed from a library, the Public Lending Right. Authors have to register for this directly. It does not happen in the USA. For the UK, check on www.plr.uk.com.
Also, in the UK, you can register at www.alcs.co.uk. It’s a central body for collecting payments from schools etc. for photocopying. Payments will not be sent to you unless you register. It usually only applies to books being used as a classroom text.
Piracy is a negligible issue on printed books. Piracy of ebooks is more common. Along with most publishers, we do not build digital rights management (DRM) into our ebooks because it would restrict their readability and distribution. What instead happens is many of the third-party stores (e.g. Amazon, Apple, Barnes and Noble) add a layer of DRM that locks the book to a specific user account and device. That said infringements are much too common these days. Fortunately, there are tools to fight them. The DMCA takedown notice is one of the more powerful ones. If you come across an instance of your manuscript being offered as a free download and you can find a contact email address for the ISP on the offending site, use the template below to issue a takedown notice asking that the offending URL to your titles be removed. They should remove the infringing materials. This might be helpful: https://www.youtube.com/yt/copyright/
Re: Copyright Claim
To the ISP Hosting Company:
I am the copyright owner of the eBooks being infringed at:
This letter is official notification under the provisions of Section 512(c) of the Digital Millennium Copyright Act ("DMCA") to effect removal of the above-reported infringements. I request that you immediately issue a cancellation message as specified in RFC 1036 for the specified postings and prevent the infringer, who is identified by its Web address, from posting the infringing material to your servers in the future. Please be advised that law requires you, as a service provider, to "expeditiously remove or disable access to" the infringing material upon receiving this notice. Noncompliance may result in a loss of immunity for liability under the DMCA.
The use of the material in the manner complained of here is not authorized by me, the author and copyright holder, or the law. The information provided here is accurate to the best of my knowledge.
Please reply to me promptly indicating the actions you have taken to resolve this matter.
If the offender doesn’t comply, raise the problem by posting on the Help forum in Sales & Distribution/ Sales Online with the URL link to your book and the email addresses you have tried. We will follow up. Word Press is on our side and will take down any offending URL if they can.