New Book Cash Program Rolls Out, Two More to Launch This Month

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Booksellers with Book Sense should be on the lookout for new Book Cash checks that are being distributed as part of three new Book Cash promotions, with Bausch & Lomb, Coca Cola, and Albertsons.

Recently, Bausch & Lomb began offering Book Cash checks to consumers who purchase Bausch & Lomb's Boston Lens Care line of products. The new checks bear an expiration date of December 31, 2003, and checks must be deposited by January 7. Each Bausch & Lomb Book Cash check is valid for $2.

Starting in mid-April, Coca-Cola will begin its "Thirst For Knowledge Campaign" and will hand out Book Cash certificates to schools nationwide as part of a kit when schools buy Coke products. In turn, teachers will hand out the Book Cash checks to students. The new checks will be part of a "Thirst for Knowledge" flyer and will bear an expiration date of December 31, 2004. Each Coca-Cola "Thirst For Knowledge" Book Cash check is worth $5.

On April 30, Albertsons, a full-service online grocery store, and Coca-Cola will begin a mail-in program, offering Book Cash checks to consumers who purchase specific Coke products through Albertson's. When customers mail in their proof of purchase, they will receive a $5 Book Cash check.

In all three promotions, the back of the flyer attached to the Book Cash check will have a list of participating retailers that includes "Book Sense Stores" and "Independent Bookstores with Book Sense," as well as the Book Sense toll-free phone number and the BookSense.com address to help consumers find locations.

Book Cash, a nationwide promotional program coordinated by the Properties Group, has raised awareness of Book Sense and increased consumer traffic and sales at independent bookstores. All ABA member stores with Book Sense are automatically part of the program; no registration is required.

Booksellers should accept a Book Cash check in the same manner as a personal check or a traveler's check and collect any other money due to complete the sale. The Book Cash check should then be deposited into the store's bank account. Store owners and managers are strongly encouraged to brief all frontline staff about the program to avoid confusion and insure a smooth consumer transaction.

A Book Cash decal for the store's door or front window was sent in the February white box mailing to stores with Book Sense. It is also suggested that booksellers place signs in the store, particularly at the cash-wrap, noting "Book Cash Accepted Here."

If you need a Book Cash decal, or if you have questions about the Book Cash promotion, contact ABA/Book Sense Director of Marketing Jill Perlstein via e-mail at jill@bookweb.org, or call (800) 637-0037, ext. 1283.