How to Sell to Libraries Directly and Through Re-Sellers

Roughly 20 to 25 percent of library books are ordered directly from publishers. Usually, libraries send a purchase order and expect to be billed upon shipment, although you may be able to get pre-payment. It's not necessary to offer a discount to libraries, but you might give them a 10 to 20 percent discount on multiple copy orders. Or, you can offer a discount as an incentive for libraries to order directly from you.

Approximately 75 to 80 percent of library book orders are placed through wholesalers or distributors. It's easier and cheaper for libraries to place one order with a wholesaler or distributor, rather than dealing with many individual publishers. However, some acquisitions librarians shop around at several sources, including Amazon.com, looking for the best prices on each title.

Distributors market books on behalf of the publishers they represent and they usually warehouse the books. They typically have sales reps, or at least a catalog, and actively solicit orders from libraries and bookstores.

Wholesalers (also called jobbers) do not market books—they simply receive and process orders from libraries and booksellers. The publisher is responsible for generating demand. However, some wholesalers offer collection development services to libraries, and some offer advertising opportunities to publishers. Most wholesalers don’t stock a title unless it is in high demand—otherwise they order from the publisher when they get orders from libraries. Publishers need to offer a 20% to 55% discount to wholesalers.

There has been much consolidation in the business in recent years, but there are still more than a dozen wholesalers serving the library market. Baker & Taylor is the largest library wholesaler, probably accounting for close to half of all book sales to libraries. They also fulfill orders for the Borders.com bookstore and supply retail bookstores.

Baker & Taylor is more willing to work with small publishers than some of the other wholesalers. Go to http://www.btol.com/supplier_info.cfm to learn about their small press programs. The Baker & Taylor Partner Program requires a 55-percent discount, return privileges, and an upfront fee. Members of major publishers associations receive a $50 discount on Baker & Taylor's “Premium” and “Premium Plus” Programs.

However, many publishers work with Baker & Taylor outside of the Partner Program, selling at lower discounts and paying no listing fees, and some even get payment in advance. You might be able to set better terms if your book is in demand by libraries.

Ingram Book Company dominates the wholesale business to bookstores (including Amazon), but is also a major supplier to libraries. Ingram won't deal directly with publishers who publish fewer than 10 books, but books printed on demand through their sister company, Lightning Source, are automatically listed with Ingram.

Excerpted from The Savvy Book Marketer's Guide to Selling Your Book to Libraries, www.SellingToLibraries.com by book marketing coach Dana Lynn Smith