Saturday, June 4, 2005

The front table

From today's New York Times:

The once humble conventions of book display--the neighborhood bookstore window, the recommended-books table near the cash register--have also been supersized beyond recognition. In fact, many publishers say that the tables and flashy cardboard displays that crowd the front of chain bookstores have emerged as a marketing force fully as powerful as the traditional ways of trying to bring a book to the public's hard-won attention--through newspaper and magazine ads, reviews, author tours and radio and television interviews.

But this promotional device, like most others, comes with a cost. It is known, somewhat deceptively, as a cooperative advertising agreement. In plain terms, it means that many of the books on display at the front of a store or placed face out at the end of an aisle are there because the publisher paid for them to be there, not necessarily because anyone at the bookstore thought the book was noteworthy or interesting.
You can read the article "Cash Up Front" by clicking here.

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