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Rather than sending away self-published authors empty-handed, the Boulder Bookstore now is charging the self-published a fee to connect with the local community and sell their books.

The fee structure ranges from $25 to stock five books (five copies at a time, replenished as needed by the author for no additional fee);and $75 to feature a book in the Recommended section, up to $255 for an in-store reading and book-signing (plus website and newsletter mention). Head buyer Arsen Kashkashian says “most people will come in at one of the higher fee amounts.” The store even has a two-page consignment brochure explaining the program and giving other tips to authors.

The advantages: Independent books stores can use their independency to do something that chain stores cannot do, make a little cash and reinforce a truly local connection between the community and the new authors in the area.

Kashkashian says, new authors have been generally grateful for the opportunity to sell and promote work that might otherwise be seen and appreciated only by their friends/spouses/moms: ‘I want the marketing, I want the exposure. I worked so hard on this project, and you guys are the only ones who could help me with it.’” That’s worth a lot, and it turns grateful, paying authors into the store’s own viral marketers when they bring in friends and spread the word. They pay you for the privilege of promoting your store!

Liesl Freudenstein, a buyer and consignment coordinator at the Bolder Bookstore says, “Even published authors are availing themselves of the store’s consignment service. She points to a Boulder-area author who’s signed to a local imprint…and yet,  also sells her books on consignment at the store. “She’s out there hustling, “trying to make it happen — rather than relying on the publisher to make it happen.”

I point this out, because there are many independent booksellers around the country. Some are already doing creative things with authors to bring in new business, but even if the ones in your area aren’t, they could be approached with new exciting ideas – your ideas.

Kathy

4 Comments on Creative Thinking: Independent Bookstores and the Self-Published, last added: 3/21/2010

I won’t be able to make, since I teach class that night, but I know some of you will be interested in attending.  Even if you aren’t one of those people you still should be interested in new imprints.  Let me know if you get to go.

Kathy

Wednesday my local SCBWI group had the pleasure of hearing Robert McDonald, children’s book buyer for The Book Stall, talk about his selection practices. This was particularly interesting for me as a librarian. I’ve posted previously about how I choose library materials, and I was curious to compare and contrast methodology.

As I’ve said, my department purchases new trade books based almost exclusively on reviews. Our information is second-hand. We depend on fellow librarians to review books fairly and accurately so we can judge their worth to our patrons. We don’t see the books for ourselves until they arrive at our library.

In contrast, Robert told us publishers send him folded and gathered proofs (F & Gs) of picture books and advance reading copies (ARCs) of middle grade and YA fiction. The former he generally reads in their entirety, but he doesn’t have time to read the ARCs. Instead he depends on catalog copy and the opinions of sales reps, with whom he meets several times a year, depending on the publisher. He told us that even though sales reps’ job is to sell books, they will be honest if they think a particular book is weak; that’s how they build trust with their clients.

Now, occasionally my library’s selection method results in a purchase I regret once the book is hand—if, for instance, I realize it won’t circulate well, or if I’ve ordered an expensive, easily damaged pop-up book by mistake! Since we’re a public library, though, we go with the idea that there’s a place for just about everything on our shelves, as long as space and budget permits. In most cases, someone will want it someday, though it may be months or even years from now.

In contrast, of course, a book seller wants stock that will sell. Robert reminded us adults are the primary buyer of children’s books, though children do start choosing their own books around the time they start to read. He emphasized that he is not always looking for “the best books” for the store; there is plenty of room for popular topics such as vampires and dinosaurs, which are often good choices for reluctant readers.

These are some of the other issues Robert considers when deciding what to buy / what will sell.

• Does the book belong to a marketable category—e.g., board book, easy reader, YA fantasy? Books that are harder to categorize tend to be harder sells, with occasional exceptions such as Shaun Tan’s popular The Arrival (AALB, 2007).

Picture Books

• Picture books are purchased mainly for bedtime reading.
• Is the book a “parent book” (lighter on text, for adults who will be reading a lot) or a “grandma book” (more text-heavy, for adults giving the books as gifts or have more leisure time)?
• Are the illustrations interesting, beautiful, quirky, “non-Walmarty”? Do the illustrations add content rather than simply backing up the text?
• Would the book make a good read-aloud? If it rhymes, are the rhymes well-executed?
• Will it appeal to adults, too (e.g., two levels of humor), so they can stand to read it repeatedly? Is the message understated instead of didactic?
• Can readers immediately enter the world of the story?

Middle Grade and YA Fiction

• Is the story plot-driven, and does it begin quickly?
• Is it following, setting, or subverting a trend? Can it be recommended to fans of X? If it’s following a trend, does it put a new spin on it?
• Is it an “issue novel,” dealing with, for example, anorexia, homelessness, AIDS? If so, do enough people care about the issue? Will it appeal even to readers who can’t personally relate to the issue? Is there a believable story, character, and world beyond the issue?
• If it’s a YA novel, how much adult content—sex, drugs, etc.—does it contain? Parents will ask.
• Has it been dubbed YA only because it has young characters?

Nonfiction

• Almost any topic can be sold if the book is well-executed.
• Does it focus on something new—e.g., a biography of a lesser-known person?
• “Can I sell this to a teacher?”

Robert closed with some tips for authors interested in approaching their independent book stores. He told us not to send promotional post cards; most likely, they will be recycled. Instead, find out the name and email address of the store’s book buyer, and contact them directly. Introduce yourself and inquire whether the buyer has seen your new book. Provide a web link to more information about your book.

There are some fantastic independent children’s and YA bookstores that make me want to visit them just because of their names–like Toronto’s The Flying Dragon, Another Story Bookshop, and Mabel’s Fables; Canada’s Neverending Stories (I loved the Neverending Story by —) and Minds Alive. You can tell the people who started these bookstores love books! And when you visit those bookstores, you can tell that the sellers are knowledgeable and passionate about children’s and YA books–something you don’t find everywhere. (I know for sure that the three Toronto children’s bookstores have knowledgable, book-loving staff.)

What are some great bookstore names that you know of? Especially for children’s and YA books?

I see that some of you are having fun with Google Analytics. Good for you. I’ll put up the information regarding the other programs on the column soon. In fact, renovations and redecorating sound like something to do in between sending out cover letters and resumes. While I’m focusing on that, and lining up more goodness for this blog, here’s something to keep you occupied.

The Smart Bitches have a very informative interview up with three authors on the subject of making and using book trailers to advertise your book. Though the authors are all represent the Romance genre the advice they pass along and their thoughts on the book trailer subject are applicable to all. I especially agree with Tony McGee Causey’s advice to make use of the lower cost options around you, such as using grad students in theatre and film programs or connections through friends. Within two degrees of my friend group I know several actors, graphic designers, directors and film editors and I also happen to live a little over ten blocks away from the Art Institute where many budding artists attend. We’re all trying to make a name for ourselves doing something, and I know many people are willing to do something for less money if it allows them to build their portfolio.

Speaking of book trailers, don’t forget about Marta Acosta’s contest for the Best and Worst Book Trailer of a Classic Novel, which now has a trailer all its own. The deadline has been extended to September 15^th. First prize is Adobe Creative Design Suite 3 Premium Pro.

Nephele Tempest of the Knight Agency breaks down Best-sellers vs. bestsellers.

Booksquare has a post up relating to book trailers, word of mouth and all other forms of reaching a reading public in, “Reaching Readers: The Door-to-Door Theory.”

Jessica at the Written Nerd posts her own thoughts on America’s reading habits.

Just a heads up to all you interested in the Bookselling World, the ABA (American Booksellers Association) has a blog called the ABA Omnibus, “a regular update on bookselling, retail, authors, culture, technology, and…”

Also of interest, Bookselling This Week has an article on Booksellers Who Blog highlighting the aforementioned Written Nerd among others.

In “Me, Me, It’s All About Me!” news, I’ve seen my name in print (and it is a glooooorious thing that will probably never happen again). I received my copy of The New Writer’s Handbook 2007 from Scarletta Press, in which my blog essay “Your Gateway Drug” appears. The book also contains essays from amazing folks like Neil Gaiman, Rosina Lippi, Jane Yolen, Erica Jong, Lynn Viehl, and Linda Sue Park (among others who are old hands at seeing their name in print). Now that all the visiting members of my family have left town, I’ll hopefully get a chance to sit down and read it.

My precioussssssssss.