Book Sense Unveils New Monthly 'Red' Box Mailing

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In May, Book Sense will initiate a new monthly, time-sensitive mailing to benefit both booksellers and publishers: the "Red" Box Mailing. The Red Box will offer publishers a new and faster way to get materials into the hands of Book Sense booksellers and will serve as a monthly "In-Store Marketing Action Kit" for bookstores.

The Red Box, which is a supplement to the regular monthly White Box mailing, will contain a quantity of the latest Book Sense Picks flyers, any scheduled Top Ten List pads, as well as other timely news and information from ABA and Book Sense. Book Sense has pledged to ship the Red Box (actually a white box with a big red label) to arrive in all Book Sense bookstores no later than the tenth of each month.

Materials provided by Book Sense Publisher Partners for the Red Box mailing will include the following and more:

  • Shelf-talkers, easelbacks, bookmarks, posters, or other point-of-purchase materials to tie into that month's Book Sense Picks, as well as other recent releases;
  • Sell sheets and/or catalog copy for any off-the-list titles;
  • Special offers with specific deadlines; and
  • Any other late-breaking news about titles, authors, tours, confirmed media appearances, etc.

Publisher Partners interested in participating in the Red Box program should contact Book Sense Marketing Director Mark Nichols at or via phone at (914) 591-2665, ext. 1240, for a rate card and mailing schedule.

All bookstores with Book Sense that meet the requirements for the White Box mailing will automatically receive the Red Box mailing. (For an outline of the requirements that booksellers must meet to receive the mailings, click here.)