Direct-Response Bookselling: How it Died,Why it is Alive Again,and Why it will Become Even More Important in the Future

Direct mail, once the engine behind such successful bookselling businesses as Book-of-the-Month Club, Reader’s Digest Condensed Books and Time Life Books, was a major channel for marketing books as recently as 20 years ago. A victim of the growth of large bookstore chains and later of the Internet, direct response bookselling is no longer is regarded as viable. But many of the skill sets developed by direct marketers decades ago are highly relevant for modern book marketing—especially when one considers that the Internet itself is the best direct-marketing channel ever invented. And as eBooks continue to change the structure of publishing, publishers will find themselves under increasing pressure to embrace direct-marketing methodologies and connect directly with their readers, rather than reaching them through book retailers and other intermediaries as they have traditionally done.     

The Current Reality of National Book Publishing Output and Its Effect on Collection Assessment

Abstract

The WLN Conspectus determines a library's acquisition commitment (growth rate) by considering what percentage of book publishing output it acquired. In 2000, the Bowker Annual changed its source of book publishing from the American Book Publishing Record to Books in Printwith an attendant increase in recorded output. That increase has serious implications for libraries using the WLN formula to determine collecting levels. The recent Art assessment at Jacksonville State University demonstrates how Bowker's change in book title output affects the library's acquisition commitment level, and what adjustments the library made to maintain consistency and continuity.     

Writing and Publishing

John Tebbel's A History of Book Publishing in the United States: Volume III--The Golden Age Between Two Wars, 1920-1940 (New York: R.R. Bowker, 1978---$32.50)

Anne Lyon Haight and Chandler Grannis' Banned Books: 387 BC to 1978 AD (New York: Bowker, 1978---$13.95)

Bruce Joel Hillman and Judith Ann Beraha, eds. 1979 Writer's Market (Cincinnati, Ohio: Writer's Digest Books, 1978---$14.95)

Doris Ricker Marston's A Guide to Writing History (Cincinnati, Ohio: Writer's Digest, 1976---$8.50)

Girls Series Books: A Checklist of Hardback Books Published 1900-1975 (Children's Literature Research Collections, University of Minnesota Libraries, Minneapolis, Minn. 55455---price not given, but about $7.50, paper)     

Medical books in an age of technology: selection and purchase

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