Last week, I asked you all what most influenced your book buying decisions. The results (you can see them yourself by clicking “View Results” on the poll in the right margin) were quite interesting to me, mainly because they confirmed my long-held believe that there’s not much an author can do to materially affect her book’s sales. I was especially interested to see that very few people cited advertisements or online blog appearances as having a significant impact on their buying choices.
What I did notice, however, is that the majority of the respondents said the book’s cover, title, and blurb, along with a scan of its contents was a factor in their choices. That makes sense to me. I know those are a factor in my decisions as well, along with the second-biggest vote-getter, word of mouth recommentations from friends and family. But while most everyone knows that picking up and reading/handling the book is an important part of their book-buying choices, few of you acknowledged that the book’s placement in the store or availability in stores like Target/Walmart had an affect on what you choose to buy.
Now, I suppose if you do a lot of research on books before you even walk into the bookstore and have a very strong idea of what you’re looking for when you get there (and I generally do), store placement/distribution probably doesn’t have much effect on what you purchase. You’ll go searching in the stack for that book you’re interested in whether you can find it easily or not.
But what about those impulse buys? I have to admit, store placement makes a huge difference to me, because I certainly haven’t got the time to go through ALL the books that are shelved, spine-out only, in the romance section to see if the cover and title then the blurb and contents grab me. So it’s just a fact that the books that are shelved face out, whether in the front of the store or on end caps and tables, are going to draw more attention from me unless I’m looking for something specific. And while the cover and title may entice me to pick up the book, the blurb may intrigue me, and the contents may actually induce me to buy, unless I SEE that cover and title, I’m never going to pick the book up in the first place unless I’m actively looking for it.
This is even more true if you do most of your book-buying (as I suspect the majority of Americans do) not at book stores that shelve a wide variety of titles, but at big box chains like WalMart, Target, and Costco. Everything at those retailers is stocked face out, but it’s only a limited subset of everything that’s available at any given time. Those stores have, quite honestly, a huge impact on the reading tastes of Americans. A book that doesn’t get stocked in WalMart, for example, will generally wind up with an initial print run of less than half a book that they do pick up.
All of this makes it tough for authors whose books don’t get picked up by those big chain stores AND whose publishers don’t choose to purchase that face-out space in brick-and-more stores. Your initial print run is pretty much guaranteed to be under 30,000 books. And many potential book buyers who might really like your book will never even see it, because it will be buried in the shelves at Borders or B. Dalton, spine out, between hundreds of other spine-out books. It’ll be there for people who are actually looking for it, and that’s a good thing. No one can buy a book that isn’t stocked. But it’s an uphill battle to get exposure for a book unless the publisher buys it, because there just isn’t a whole lot the author can buy that works half as well.