The Book Sense Marketing Program -- Better Than Ever

The New Year brought a significant change to the Book Sense Marketing Program -- an easier way for more independent storefront bookstores to become a store with Book Sense.

The changes reflect the discontinuation of the Book Sense paper gift certificate program and the minimum participation level now required to receive the Book Sense White Box (the monthly mailing filled with advance readers copies, galleys, and other special promotional items from Book Sense Publisher Partners).

"The new letter of agreement opens up the opportunity for more booksellers to be part of the national network of independent bookstores with Book Sense," said Jill Perlstein, ABA director of marketing. "Prior to this change, many booksellers couldn't participate because they didn't have a credit card to leave on file for the paper program. Since selling paper gift certificates is being phased out, now all the bookseller is agreeing to do is to accept (or redeem) valid paper certificates -- and that's to protect the consumer. As long as the store has never sold a paper certificate, we don't need a credit card number in order to transfer the money from the selling store to the redeeming store. We simply cut a check (less 5 percent) to the redeeming store."

The Book Sense Gift Card program remains optional, as does BookSense.com since both programs have fees attached.

The Book Sense Marketing Program features the Book Sense Picks (independent bookseller recommendations lists), the Book Sense Bestseller List, the monthly Book Sense Red Box and White Box mailings, Advance Access (a bi-weekly e-mail to booksellers), and the inclusion of a bookstore's listing in several location directories to help consumers find independent bookstores. The program is free to ABA regular storefront locations that sell some new books. (Please refer to the agreement for details.)

In order to receive the White Box, booksellers are asked to participate in any two of five programs on a regular basis:

1. Report to the Book Sense Bestseller List at least three weeks out of each month via BookScan (free to ABA members), ABA upload, or manually at www.BookWeb.org;

2. Send in at least one Book Sense Picks nomination each quarter per calendar year via e-mail, BookWeb.org online nomination form, mail, or fax to Book Sense;

3. Establish and maintain a permanent Book Sense Picks display area in your store, where consumers may pick up the monthly fliers and other specialty lists. (We encourage you to download and display the weekly Book Sense National and/or Regional Bestseller Lists to create a display area);

4. Actively participate in the Book Sense Gift Card program. A separate ACH authorization, program agreement, and order form is required for participation; and/or

5. Actively participate in the BookSense.com national network of independent bookstores Web sites. (To join BookSense.com please e-mail [email protected] or call [800] 637-0037, ext. 1234.)

All booksellers who maintain their ABA membership and have a marketing program letter of agreement already on file (or who send in a revised agreement) will receive the monthly Red Box that contains the Book Sense Picks, specialty Book Sense Picks pads, and time-sensitive marketing materials.

Perlstein added, "We think these changes will encourage more participation that will celebrate the diverse community of independent bookstores. There have been more than 1,200 locations co-branding with Book Sense for over two years, and this sort of stability can only help to increase awareness of independent bookstores to consumers and to the industry."

To view or print the new Book Sense Letter of Agreement, please click here:
http://www.bookweb.org/booksense/bookseller/1844.html.

For general information about Book Sense, click here:
http://www.bookweb.org/booksense/.