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Step Six - Book Distribtion (What are Your Choices?)

© Donna Murphy

There are several channels to go through to get your book distributed. Some are considered primary channels and others are non-traditional channels. Whichever ones you choose, your task is to research the particular requirements for each. Your distribution mix will be a combination of one or more of the following traditional and non-traditional outlets:

Distributors
A distributor provides services to publishers and book trade buyers. Their responsibilities include bulk ordering, warehousing, fulfillment and processing, listing titles in their catalogs, and aggressive marketing of titles.

Wholesalers
Wholesalers are similar to distributors in that they fill orders, warehouse your title, and handle processing. The major difference is that they do not have a sales team who will be actively promoting your book. That is still your job. A wholesaler's discount is a little bit less than a distributor, generally between 40 to 55 percent, with 55 percent becoming the standard.

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The following distribution outlets are non-traditional ways to get your book to your audience. Your relationship with the following will not be the same as with distributors and wholesalers. These distribution outlets will require more personal, one-on-one attention.

Jobbers
Jobbers are similar to wholesalers except: 1) they primarily serve the library trade and 2) they generally seek out the publisher rather than the publisher contacting them.

Libraries
If you work with libraries directly they will generally order one copy and sometimes two copies of your book - and, therefore, do not receive a discount. Libraries rely heavily on review resources such as the Library Journals, the School Library Journal, Choice, Publisher's Weekly, New York Times Book Review, and ALA Booklist. If you can get a favorable review in one of these trade resources, then you will have good ammunition to approach a library. Libraries are one of the best forms of promotion for your book. People who visit libraries are looking for resources. You know the routine, they go to the library to see if a book that they've heard of is available. They check it out for two weeks. If they continue to need the book, they will most likely buy it for their personal library.

Independent Bookstores
Most independent bookstores practice independent purchasing. That is, they buy books outside the normal distribution channels (i.e., wholesalers/distributors). This is a perfect opportunity for you to approach independent bookstores. It is often easier to sell your book over the phone than with direct mail. It's even easier to sell to independent bookstores in person. Therefore, always have a few extra copies of your book and extra promotional materials when you travel.

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