How many books can I expect to sell at Book Expo?
How many books can I expect to sell at Book Expo? With Book Expo less than a month away, I thought this would be a good question to answer. I have been going to trade shows for the past 30 years or so. Over that time, I can not think of a single show, covering three different industries, where I sold anything of substance during the show.
Book Expo is the largest wholesale book show in North America. A quick look at the Expo website (http://www.bookexpoamerica.com) is enough to make your head spin. Thousands of book buyers just waiting for you to rent a booth at the show so they can come in and sit down with you to write a large order. Yes, there are plenty of book buyers at the show and yes some are even writing orders but it’s not that easy. Many of you have been to my office in mid-town New York, the publishing capital of the world. I am right across the street from Grand Central Terminal on the twelfth floor. Thousands of publishing executives and book buyers pass through Grand Central twice a day, to and from work. If I tossed a book out my window during rush hour, I would have a chance of hitting one of these book buyers or publishing executives. This is a bit what it’s like for a small publisher at Book Expo.
There are several options for small publishers to exhibit at Book Expo. One is the “Basic Value” booth. Including 5 exhibitor badges it costs $4,265. This is for an empty 10 X 10 booth with a table and 2 chairs on the main floor. Added to that price is everything you want to do with the booth. Figure another couple thousand dollars, at the least, even if you live in New York. It’s not hard to do the math on that one. Even the most optimistic dreamer has a hard time imagining selling enough books to cover the cost. For the small press, there are two other options. A 6 foot by 8 foot booth is available for $1425 or you can get four more feet for $2,225. The small press section is normally tucked away in the corner somewhere where you need a GPS guidance system to find it. Keep in mind that, even if you rent one of these smaller booths, you need to pay for anything you put into the booth. The cost of decorating and equipping the small press booth is often as expensive as the 10 X 10. The teamster bill alone can run you $500-$1000 or so to deliver a few cartons and shelves to your booth. And if you think you are going to cart things into the convention center and get around the teamsters… forget about it. So where am I going with this?
None of the above options work very well for the small publisher, especially publishers counting pennies, like most of the ones I know. The proof of this lies in the fact that very few one and two title publishers ever repeat. I meet dozens of new people in the small press section each year. Other than the service suppliers, there are pretty much all new faces the following year.
Am I saying it is not worthwhile for a startup publisher to go to Book Expo? Absolutely not. The show is a “must attend” (at least once) for anyone serious about making a go of it in the publishing world. The trick is how to get the best exposure for the least amount of money and to adjust your goals from the immediate sale of books to making contacts which will help you in the future. There are a few companies who sell shelf space at various prices, including Book Expo. For a couple hundred dollars, your book will be put on a shelf in a booth. This is a little like me throwing the book out my window, like I mentioned earlier. It wouldn’t be terrible if these places allowed authors a chance to set up shop in the booth, but they don’t. The concept of shared space, though, is the key, though.
I tried something new this year. I always take a double booth in the small press area. This year, I offered my customers shelf space at no cost. In addition, the author has a place to call home during the show. The author’s total investment is the price of the ticket to get in the door, plus any promotion material. I have about 100 people signed up to be included. It will be interesting to see how it plays out.
The real value in attending the show, for the small press, is to see what’s going on in the rest of the show. Most of the time should be spent walking the show, getting a feel for how it all works. All of the major publishers will be there as well as all of the major book distributors and wholesalers. Every type of service imaginable is represented at the show. With a home base established, any contacts made on the floor of the show can be pointed back to the booth. The whole coop idea is a good one. Out of the hundred books in the booth, I doubt if there are two books that actually compete with each other so before long, everyone will be able to guide any buyer through the whole exhibit. A business card for one is a business card for all. This is how small presses can join together to work with each other.
Next year, the hope would be to offer genre specific coop booth space. In other words, a dozen authors who self-published illustrated children’s books could all share a booth. Same thing for self-help books or any other genre. With a dozen of so people splitting the time and expense of exhibiting, it could be a win win for everyone.
Meanwhile, if you are attending this year’s show, do your homework before you get there. All of the exhibitors are listed at www.BookExpoAmerica.com. Come to the show with a plan and stick with it. If it’s your first time to BEA, I can guarantee that you will be absolutely overwhelmed the moment you walk through the front door. Books, books, everywhere…. Your first thought may be to turn around and run, but don’t. By Sunday evening, as the show is about ready to close, you’ll feel like a pro. If you are smart, you’ll have a pocket full of business cards of people to follow-up with, as well as a bag full of literature from all kinds of places. You will never look at the publishing industry the same, after three days at this show (for better or worse). Who knows, maybe you’ll even come home with a book order or two but don’t count on it. Remember, there’s always my twelfth floor window. If you are at the show, and have time, stop by and say hi at Booth 1702. Good luck.
Last 5 posts by Ron Pramschufer
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- What are the steps are involved in Self-Publishing a book? - March 24th, 2008
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May 8th, 2007 at 2:01 pm
Thank you again for your valued words of trade show wisdom. I have a full 3″ binder of your advise and ideas.My problem is I have a tough time using all the good information available, even 10% and how do I pick the best 10%! I love the writing, praise of the children and their famlies who love the books and very favorable reviews. Everything after that in neccesary merchandising, self promotion, contacting buyers etc. are chores for a 78yrs guy.I’m going the Book Expo in LA in 2008 and concentrate on bulk buyer with the goal of getting into a second printing, May dress as a fish or mouse. See you then.
May 8th, 2007 at 3:29 pm
Hey Ron -
I’ve just gotten galleys printed for a great Children’s Xmas book that I want to get some major exposure. I’ve mailed out RFQs and now I’m in the midst of receiving print quotes as we speak and hoping to send it off to the presses very soon. What would you suggest? Can I show a galley at the Book Expo? Can I get in cheaply or bribe you (hehe) to sell me space? I’m new to this (duh), but I have a book that is absolutely wonderful and I believe in it. Please help if you can … thanks!
James Rives
Owner, Sterli Publishing
May 8th, 2007 at 3:57 pm
Great article. Thank you.
If we are interested in being a part of your \”shelf space\” how do we proceed? Please advise.
Much appreciated,
Gloria
IF you are already a customer, contact exhibits@rjcom.com and they will tell you what you need to do.
Thanks
Ron
May 8th, 2007 at 5:43 pm
I\’m curious, Ron. I don\’t plan on doing this, but I wonder if an author could load a few books in a bookbag or something and walk around, selling them that way without buying a booth? I\’m sure it\’s totally not allowed, but how is anyone going to know, you know?
There are tons of authors doing just that. If you are in New York, I would highly suggest you visit the show.
Ron
May 8th, 2007 at 8:00 pm
Hello Ron
I would love to have my book \”Sting of the Medical Mosquito\” on your booth/table.
Imus show was to introduce my book, but as anti-free speech would have it, the show must not go on.
Doc, You\’ve got me on that one. It\’s still early. Maybe my head will clear in a few hours and your comment will make sense to me.
Ron
May 8th, 2007 at 9:40 pm
Ron,
Thanks for the commentary on BEA. My book, Bloodroot, will be there somewhere tucked away in isle??? If you have a few hours to spare, out of curiosity and the challenge of doing the impossible, why not try and find it. I would like to meet you someday for I enjoy your articles…and sense of humor.
Larry Arrowood, author of Bloodroot
May 9th, 2007 at 9:15 am
Ron,
I think your idea of offering your customers shelf space at no cost and in addition giving the author a place to call home during the show is great!!
Many authors/illustrators like myself only have one book
and to put out the expensive cost to have a booth at the show is not worth it It would be like me trying to sell one design on a tee shirt, you need a collection or group to make it worth doing.
I think your co-op booth sharing is a brilliant idea!!
With the shelf space for your customers, how will it work if someone is interested in selling the book? Will you be taking store orders, or handing out information?
Thanks,
Kip Cosson
http://www.KipKids.com
If a store wants to order, we won\’t be turning them away.
Ron
May 9th, 2007 at 9:07 pm
Hi Ron -
There’s great programming this year for indie publishers at BEA this year! Here’s a link to the BEA page where everything’s listed.
I’ll be on a panel on Friday at 2pm which should be quite lively:
“The Future of Indie Publishing” Cutting-edge independent publishers reflect on the state of indie publishing, and discuss their predictions for the future. Panelists will include: Johnny Temple of Akashic Books, Jennifer Joseph of Manic D Press, Valerie Merians of Melville House and Richard Nash of Soft Skull Press. The moderator will be Sarah Nelson, Editor in Chief of Publishers Weekly, (tbc)
Come by the Manic D Press booth (#2433) and say Hi!
best
Jennifer J.
May 10th, 2007 at 2:07 pm
Ron,
excellent article. we recommend many of our new clients to your site and this is one of the reasons why. thanks!
will you have a break at the show with your co-op space being covered by authors? we’d like to invite you to come speak at the Independent Publishers Lounge sponsored by ForeWord and the New York Center for Independent Publishing. we have mini-seminars happening all day and you would be very inspirational. booth 1647+ anchoring the premium small press area will host the editors of the magazine and info about the center, plus, we will be serving lounge-like refreshments and using as a home base for our LIVE @ Second Stage programming featuring independent presses from across the country. complete details at our site. give me a buzz if you are interested in giving a presentation at the expanded lounge atmosphere.
warmly,
victoria
May 11th, 2007 at 10:33 am
I WILL ALSO BE IN NEW YORK FOR THE BEA AND WILL STOP BY TO HELLO. THIS WILL BE MY FIRST TIME AT A BEA AND THIS IS MY FIRST BOOK AND I AM LOOKING FORWARD TO IT.
I HAVE BEEN SIGNING MY BOOK EVERYPLACE AND ANYWHERE FOR THE LAST SIX MONTHS AND HAVE SOLD 1800 BOOKS SND COUNTING, I REALLY ENJOY MEETING WITH FELLOW VETERANS AS WELL AS SO MANY PEOPLE WHO JUST WANT TO REALLY KNOW WHAT COMBAT WAS LIKE IN VIETNAM.
J Richard Watkins
Author/ Vietnam Combat Veteran
VIETNAM:NO REGRETS
\”One Soldier\’s Tour of Duty\”
Stop by and say hi at Booth 1702. We have a few combat Vets who will be exhibiting.
Ron
May 11th, 2007 at 10:42 am
Great article. I’d really like to emphasize that book sales at the BEA can happen, but that you can’t and shouldn’t count on it. It is not likely to be a real breakeven ROI for many self published authors unless you act on what you learn when you aree there. .
The real reasons to be there are to 1. be seen by everyone that matters to you 2. learn what everyone that matters to you is doing and 3. meet people and introduce yourself to people that matter to you 4. make an action plan based on what you learn, identify why you will contact them after the show is over, and what you really hope to accomplish once you do then contact them.
I’ve always found that the BEA is a memorable experience not just for sales but for the people you get to be with and the knowledge and ideas that will come your way. This is where the opportunities truly exist from the BEA.
Whether you have a booth or not, take notes, and capture the ideas that occur to you fleetingly, so that you can act on them later.