The big news this month is that Baker & Taylor announced that they will no longer sell books to retailers as of July 15, 2019. This is industry-changing news.
For years, there have been two wholesale companies that sell books to retailers and librarians—Ingram Content Group and Baker & Taylor. Of the two, Baker & Taylor was a small publisher’s friend.
Historically it has been very difficult for a small publisher to get their books stocked in Ingram (and in Spring Arbor, the Christian book division of Ingram). Publishers must have at least 10 titles and meet a set annual sales figure in order to place their books directly with Ingram for sales to retailers and librarians. If a small publisher does not meet these requirements, then they have to use a distributor who stocks their books in Ingram. Some of these book distributors include Anchor (Christian books), Independent Publishers Group (IPG), Consortium Book Sales, and Baker & Taylor Publisher Services (formerly BookMasters).
Using a distributor has benefits as well as pitfalls. A distributor is a middleman, so a distributor takes an additional 15% or more of each book sale—over and above the 55–60% discount that the wholesaler (Ingram) requires. Additionally, distributor’s vet the books they represent. So, a publisher has to pass the additional requirements of a distributor in order to be represented by said distributor.
Baker & Taylor, on the other hand, was small-publisher friendly. Small publishers could open an account with Baker & Taylor and have their books stocked directly so that retailers and librarians could place orders for these books.
With the cessation of Baker & Taylor’s sales to retail stores, only one wholesale book company is now selling books to retailers—Ingram. Some in the industry are concerned about what this will mean long-term for retailers and publishers.
If you are an independently published author, Baker & Taylor’s decision to cease distribution to retailers will most likely not affect you. Sadly, it will affect a number of small publishers.
Independent authors have been able to make their books available for sale to retailers and librarians through Ingram using one of Ingram’s print-on-demand (POD) services (IngramSpark or Lightning Source) or Kindle Direct Publishing’s expanded distribution service. You may wonder why the loss of Baker & Taylor is such a big deal since small publishers can also use the POD sales route.
Here is what most independent authors do not understand: Retailers rarely order print-on-demand books to stock the shelves of their stores. Print-on-demand titles have a special code in the wholesale system that retailers can spot. As a result, if you are actively trying to get bookstores to stock your title and your book is only available print-on-demand, you have an uphill battle. If your title is listed as a Kindle Direct Published book, you have an even harder climb to get a retailer to stock your book, since retailers consider Amazon their direct competition.
Small publishers understand that they need to have print copies stocked (not POD copies) with wholesalers to increase their chances of book sales to retail stores. This is why the loss of a small- publisher friendly wholesale option for small publishers is a big deal.
While over 50% of books are purchased online, a good percentage of books are still purchased in stores, including bookstores. Savvy publishers know that they must have their books available in multiple locations to garner the most sales. Therefore, access to a wholesale sales option is important for these publishers.
If you are an independently published author, you can take a lesson from small publishers. Having your book available in Amazon alone is not enough. Not everyone shops on Amazon, and, for certain, libraries and retailers don’t order books from Amazon.
Amazon Is Not a Distributor
Distribution Is More Important Than You Think
Awareness Is Not Enough
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Photo courtesy of Samuel Zeller.