Enter any bookstore and you will find colorful displays of featured books. Have you ever wondered how bookstores determine which books to feature?
In chain bookstores, book placement is handled on the corporate levels part of a distribution package paid for by the major publishers. Bookstores charge publishers fees to place books at the storefront and on end caps (the displays at the ends of rows). For more information, check out the New York Times article, “Cash Up Front”. Essentially, the prime real estate in chain bookstores is rented by publishers.
In independent bookstores, book placement is determined by the owner and sales. Some books receive prominent placement because publishing company representatives offer elaborate display kits and bring authors to the store for book signing events on the publisher’s dime. Many featured books, however, are titles that the book store owner champions. Independent bookstores often want to showcase local authors. If you are a local author, don’t hesitate to encourage your local booksellers to consider displaying your books prominently. Who do you contact? Generally, the best choice is the owner at independent bookstores or the manger or the community affairs associate at chains. If you offer some incentives, you may see your book displayed in store windows or in a special display area within the store.
"The more copies of your book that sell, the better real estate you will get in stores."
Encourage booksellers to feature your book by handing out review copies and contact information. Generally chain stores like to create their own advertising materials but they often will want a high-resolution professional head shot of the author. Independent stores might appreciate a poster advertising the book and a stack of postcards or bookmarks. Also, author events bring customers into stores so you may wish to arrange a launch party or signing to encourage preferential placement at the store.
Don’t sell short the power of personal networking to get your book featured on a wider scale. Grassroots efforts can help move your book off the bottom shelf. Friends and family all over the country can encourage local booksellers to promote your book at local stores. Encourage your network to request and purchase your books from their local booksellers. The more copies of your book that sell, the better real estate you will get in stores.
One chain bookseller has a special option for first time authors who have published with small to large presses. Barnes and Noble’s Discover New Writer’s Program is a way to get some exposure for free. Authors chosen for this program receive perks like special display space and a turned out book (the book faces forward instead of being on the shelf with just the spine visible) with a recommendation on it. This is another avenue for authors to help get their books read.
Take this advice to heart, and get your books front and center.