New Book Sense National Marketing Programs Set to Launch

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The coming weeks will see the launch of significant new promotional opportunities for independent bookstores participating in the Book Sense national marketing program.

Lord of the Rings: The Two Towers ... The Quest Continues picks up where last year’s successful event left off. The second film of the Tolkien trilogy is set to open in theaters in December, and, once again, stores in the Book Sense program can participate in a related marketing program.

In the new promotion, sponsored by Houghton Mifflin with participation by New Line Pictures, stores can offer their customers a fun contest in which they identify a mystery Tolkien character and answer Two Towers trivia to earn entries for the chance to win a DVD/Home Entertainment Prize Package, a full Tolkien library, movie memorabilia, and more. Special in-store materials will be provided to participating bookstores: a counter easel for a Tolkien display and additional marketing materials from Houghton Mifflin.

All stores requesting the contest easel will be entered into a drawing to win a trip for two to the U.S. special screening event of the movie Lord of the Rings: The Two Towers in December, as well as a full Tolkien library. Participating booksellers also get the chance to win a framed autographed movie poster and a LOTR: Fellowship of the Ring CD and new LOTR editions. (Winning bookstores will be asked to verify their Tolkien display, including contest easel.)

A second upcoming promotion is sponsored by The History Channel, with participation from Washington Square Press. On October 28, the cable channel will broadcast a documentary based on the book Fire on the Mountain: The True Story of the South Canyon Fire by John N. Maclean. The presentation provides independent booksellers in the Book Sense program a unique opportunity to further strengthen their community ties by helping to raise funds for local firefighters. The History Channel is seen in 80 million households and is ranked the third-favorite basic cable channel overall among cable subscribers.

Participating stores will receive special in-store materials: Fire on the Mountain show and promotion bookmarks, a poster, and a campaign counter-easel. In addition, stores will be asked to provide a firefighter’s boot from a local firehouse to hold customer contributions (or to utilize another container).

In addition to the funds collected in the store, one community will be chosen to receive a $2,500 award to purchase equipment.

The Fire on the Mountain event will run from September 9 through October 25. Participating stores will be asked to report back on the store's display and fundraising efforts on no later than October 7 as part of the award selection.

For more information -- or to sign up for these special fall promotions --click here, or call customer service at (800) 637-0037, ext. 1234.