library shows

Make the most out of opportunities in libraries!

With the many challenges facing the publishing industry, libraries have been managed to adapt, update, and recreate themselves to stay strong and remain ahead of the curve.  For this reason, marketing your work to libraries is a smart way to increase sales and readership.  The following will give you some more information about the library market and help answer some questions about marketing to libraries.

Library Statistics:

According to the American Library Association, there are over 120 thousand libraries nationwide, representing public, private, academic, and specialized libraries. The library market represents over $11 billion.  Library Journal’s 2014 findings showed that individual libraries spend as little as $22,000 and as much as $6.3 million on materials--74% of which is allocated for books, e-books and audiobooks--with a 1.2% increase in spending on print from 2013. 

How Libraries Buy:

Often, library acquisition will depend on the size of the library. Most small- and medium-sized libraries, as well as school libraries, have selector librarians who make the majority of purchasing decisions.  Larger library systems have collection development departments that make acquisition choices.  So, unlike large bookstore chains and retailers that have a limited number of people deciding what the chain sells nationwide, each library or library system offers another chance to sell your book.

In addition to providing sales opportunities, libraries, contrary to popular belief, do not buy a single copy of each book. According to Mark Sexton, author of Replacing Myths About Marketing To Libraries, “some city and county library systems buy 50 or more copies of some titles. Individual libraries also buy multiple copies of current interest titles if circulation demand is high or if they want to place one in the reference collection and others in general circulation. Furthermore, library sales are not subject to the devastating returns problem that is so damaging in the trade and to a lesser extent in the college adoption market. Libraries also order more titles at one time and they almost never fail to pay their bills.”

According to the American Library Association, libraries purchase two-thirds of their books from distributors, with the balance coming directly from publishers.  However, at a panel on library buying at the 2014 Digital Book World conference it was revealed that more and more libraries are buying directly from Amazon to fulfill bulk orders and purchase hard to find books, self-published titles, and small orders.

Marketing to Libraries:

Like bookstores or other retailers, libraries buy almost any type of book and are willing to try new things.  It’s important to market to libraries and keep them informed about your work and career.  Traditional marketing--such as print ads and direct mail--is a good way to let buyers know about your books.

The American Library Association also points to exhibits at library trade shows as good ways to advertise because they are “seen by thousands of librarians ever year.”  Unlike bookseller shows, orders are seldom made at library shows and exhibiting at such events should be seen as an advertising opportunity.  However, library trade shows  are particularly effective because they provide attendees the opportunities to see actual books—something that is impossible via print ads, direct mail, and other methods.

Seeing the Results of Your Marketing Strategy:

Unlike bookstores or retailers, libraries do not simply send in orders for books  as they discover them.  Most libraries work off acquisition budgets and can only purchase books at certain times during the year.  However, this does not mean there are only certain times to advertise to libraries; each library or system has a different budget cycle, meaning that at almost any given time, there can be sales occurring. 

Like marketing to any outlet, it’s likely you will not see immediate results.  And since most libraries order books through distributors, it’s hard to see where specific sales come from.  So if, for example, you participate in an exhibit in New York in November, it is unlikely that you will see a spike in sales immediately.  However, this does not mean that the effort has failed, because—as with any print ad—it is a success if you continue selling books.  With libraries, it is important to be consistent and patient.