Vying for Attention
Children’s book publishers discuss the challenges of attracting readers and retailers in an increasingly competitive market.
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Missy Smith
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And, according to Berry, more than 70 percent of children’s book purchases are made at these chains. The problem for publishers is that these retail giants only carry 80 to 100 titles on their bookshelves at a given time, making it difficult for publishers to get their titles into the stores, he explains. In addition, “they take [more than] 60 percent of the pie—and to make matters worse, if the book doesn’t sell, they ship the inventory back to you, at your expense,” says Berry. “As a result, publishers are using [the] Internet, direct mail and direct sales to reach consumers. The Internet is the fastest-growing marketing channel in America today—this is where hope lies for the small publisher.”
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Missy Smith
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