Sell More Books Through Book Clubs
Sell More Books Through Book Clubs
Many independent publishers look at book clubs as the province of major publishers, and subsequently overlook them. The smaller firms think that the BookSpan clubs are too big for them. But book clubs actually represent a practical means of reaching your target markets. You can get your books into the major clubs, and there are many more clubs for niche markets. Some of these are for business titles (http://www.sohojobs.org/bookclub.html) as well as titles in New Age (http://www.newageuniversity.org/new_age_book_club.htm), romance (http://romancereport.com/bookclub/), mystery (http://www.mysterythriller.co.uk/), religious (http://www.omnicbc.com/) and science fiction (http://www.sfbc.com/)genres.
Look at book clubs as you would a distributor, helping you reach specific markets more economically than you could yourself. In reality, they sell your books and charge you a percentage of the sale. However, sales to book clubs are made on a non-returnable basis. And there are number of other advantages to working with book clubs:
1) Acceptance by a book club adds credibility to your title as well as an opportunity to send a new press release. Note the fact on all your literature that your title is a selection of the book club. Tell producers and editors and you may enhance your chances of getting on a show or having a story written about you. The book club will sing your praises, giving you additional, free exposure.
2) In some cases a book club may help cover your printing costs. The book club may purchase while you are preparing for your initial print run. Since you can now order a larger quantity (including the books for your inventory) your unit production costs will be significantly lower. If they buy copies from your stock, they will generally pay production costs plus a royalty of 10% to 15%.
3) When the clubs send their literature to their members, they are advertising for you. It also builds credibility for your title once a club accepts it.
4) Book club sales typically enhance bookstore sales rather than detract from them.
The royalties you can expect for book-club sales are approximately 10% of the club’s list price (which may be 70% off your book’s list price). The royalty may be less if your book is used as a premium. A typical advance against royalties offered by the niche book clubs is minimal.
Tim McCormick, helped successfully market hundreds of thousands of copies of the title How to Behave So Your Children Will, Too!. According to Tim, “Book clubs may demand discounts up to 80 – 90%. If they give you an offer, take it. Then figure out how to do it.” He goes on to explain, “You’re likely to lose money on a book club sale. But 50,000 people may see your book. That is pretty inexpensive advertising.”
When negotiating with book clubs, do not offer a price first. Instead, ask for their standard terms. “I learned that lesson the hard way,” Mr. McCormick laments. “ I offered one company 80% off and later found out that they only needed 65%.”
The term for most book club contracts is two to three years, during which time the book club has the right to distribute the book to its members as they see fit. Generally, the major book club licenses require exclusive book club rights. Most of the niche clubs do not require exclusivity.
Bookspan (Time & Life Building, 1271 Avenue of the Americas, 3rd Floor, New York, NY 10020; P: 212-522-4200, F: 212-522-7081; newproduct@bookspancorp.com www.bookspan.com) has many book clubs with catalogs of thousands of titles that have been hand selected by editors in tune with what people like to read. Bookspan focuses its book clubs in four categories: general interest, lifestyles, specialty, and professional.
The general interest clubs offer fiction and non-fiction books at discount prices. Books and other merchandise offered through general clubs encompass a variety of areas such as diet, exercise, self-help, spirituality, reference, biography, autobiography, cooking, history, and children’s books. Clubs include The Book-of-the-Month Club, Doubleday Book Club, Doubleday Large Print, The Literary Guild, Quality Paperback Book Club and Reader’s Subscription (“serious books for the serious reader”).
Lifestyle clubs: Black Expressions (dedicated to celebrating the voices and visions of African Americans), Children’s Book-of-the-Month Club, Country Homes &Gardens, One Spirit (committed to personal growth, wellness and spiritual development), Outdoorsman’s Edge
The specialty clubs offer books and related merchandise specific to certain genres such as mystery, science fiction, individual religious beliefs and practices, hunting and fishing, gardening, romance etc. Examples include Crafter’s Choice, Discovery Channel Book Club, Equestrian’s Edge, The Good Cook, History Book Club, The Military Book Club, Mystery Guild, Rhapsody and the Science Fiction Book Club.
The professional clubs focus on computer sciences, Mac programs/computers, teaching segments by student age, speech pathology, nursing, antiques, architecture, gardening or specific sciences (astronomy, behavioral, natural, etc.). Clubs in this category are Architects & Designers Book Service, Behavioral Science Book Service, Computer Books Direct, Early Childhood Teachers Club, Library of Science, Library of Speech-Language Pathology, Nurse’s Book Society and the Primary Teacher’s Book Club.
Author Eric Gelb has some advice for publishers seeking book-club sales. Eric says, “Join the book clubs and catalogs in your genre. These outlets continually seek new product. When you can, make a purchase, even a small one; this tactic will upgrade you on the mailing lists and when the list manager sells your name, other catalogs will arrive in your mailbox (you may want to get a post office box). Several years ago, the now defunct Money Book Club (AOL Time Warner) featured my Personal Budget Planner and Checkbook Management as a joint alternate selection for over two years. That was a huge win. Most catalogs feature a telephone number, Internet address, and sometimes the Editor’s name. Locate the acquisition editor and pitch your offering.”
When submitting books to various book clubs for consideration, it is best to contact them six months before your title’s publication date. Call first to find out their submission guidelines. Reviewtheir website and look for competitive books and examples of the copy they use to describe the books. Provide the book-club buyers with a sample of the selling copy you think would be most effective in presenting your book favorably.
Brian Jud is author of Beyond the Bookstore (a Publishers Weekly book) and The Marketing Planning CD-ROM describing new ways to sell more books profitably to special-sales buyers. He is the creator of the Book Market Map directories for special sales and editor of the Book Marketing Matters special-sales newsletter. To subscribe to Book Marketing Matters click here:
Brian Jud is an author, seminar leader, book-marketing consultant, creator of the Book Marketing Battle Plans ä for special sales, and author of “Beyond the Bookstore,” (a Publishers Weekly book), and The Marketing Wizard (TM) CD-ROM. Contact Brian at P. O. Box 715, Avon, CT 06001; (860) 675 -1344; brianjud@bookmarketingworks.com or visit http://www.bookmarketingworks.com
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