E-commerce
Direct Book Sales: Understanding Ingram and Barnes Noble Distribution
Direct Book Sales: Understanding Ingram and Barnes Noble Distribution
Looking to sell your book directly, bypassing the wait of submitting it to Amazon or other major platforms? While there are opportunities, it often involves partnering with significant players like Ingram and Barnes Noble. This article delves into the details of their processes, requirements, and the potential for direct sales, helping authors and publishers navigate the landscape.
Direct Sales Through Ingram and Barnes Noble
Ingram Distribution is a major player in the book industry, offering a pathway for direct sales. Their approach is essentially a consignment model: authors or publishers propose a marketing and advertising plan to Ingram Marketing. If approved, a contract is issued, and the books are sold on consignment. This means that any unsold books can be returned in any condition for a full refund, with the author paying for both shipping costs. It's worth noting that this model is used by all major publishers, illustrating the flexibility and benefits associated with it.
What Authors Need to Know
To sell through Ingram, authors need to ensure they print a substantial number of copies. For Barnes Noble, a mere 1500 to 2000 books are needed just for their stores, which require a few copies in each. Ingram lists your book in their new releases, featuring it among 40 other titles, reaching customers across the globe. Typically, Ingram lists around six titles on Amazon, while other stores might have standing orders for new releases.
The decision to order rests with the store. Ingram places an initial order to meet the release date, often requiring one to four master cartons if they approve the book. Stores have flexibility in ordering, and you might only receive them based on this initial order. Pay expectation is typically 90 to 150 days behind the invoice, reflecting the delays in the payment cycle. These upfront investments and delays highlight the complexity involved in direct sales through Ingram.
Limitations and Key Considerations
While Ingram and Barnes Noble provide a pathway, direct sales through these channels are limited. Walmart, Target, CVS, and other supermarket chains distribute through ReaderLink and Hudson News. To get into these bigger retailers, your book must be on the bestseller list or achieve significant media coverage. There's a minimum requirement of 16,000 books to enter Walmart, given their expansive network and high turnover.
Getting your book featured on popular TV shows or radio programs like Good Morning America, Conan, or Tonight can significantly increase your chances. These platforms can drive considerable interest, but they typically require a significant print run to accommodate multiple marketing campaigns and potential orders. Remember, Ingram and Barnes Noble are less likely to pay upfront, deferring payment to next year, often forcing authors to fund their marketing campaigns themselves.
Conclusion
Direct book sales through Ingram and Barnes Noble represent a strategic opportunity for authors and publishers, albeit with stringent requirements and a complex process. While the consignment model offers the flexibility to return unsold books, substantial upfront investment and significant print runs are necessary. Coupling these efforts with strategic media coverage and targeting major retailers can increase your book's visibility and sales potential. As the industry evolves, leveraging technology and data analytics can further enhance the chances of successful direct sales.