Airport Stores, Supermarkets, and Drugstores:
Tips on Selling to Three Big Nontraditional Markets

January 2005
by Brian Jud

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On the surface, selling books to airport bookstores may not seem to have much in common with selling books to supermarkets or to drugstores, but there are similarities. In fact, marketing to these buyers even has something in common with marketing to bookstores. You sell through a distribution partner; the distributors’ discounts may reach 70 percent; returns are common; and payment terms may exceed 90 days. On the plus side, the rewards of immediate national distribution through these channels can be significant.

 

Fly High with Sales to Airport Bookstores

All major airports have at least one bookstore surrounded by weary travelers looking for something to do to help pass time. What better way to while away the hours than by reading a good book? “A major store in a large airport will sell between $1 and $2 million worth of books each year,” says Kathleen Willoughby of Bookazine.

Smaller airport bookstores have space constraints that limit stock to the top fiction and nonfiction titles and the popular classics. But a title does not have to be a bestseller to find its way into the larger airport stores. These shops will carry books by local and regional authors as well as books pertaining to their specific locales and destination points. For example, Fenway: A Biography in Words and Pictures by Dan Shaughnessy and Stan Grossfeld is for sale in bookstores at Boston’s Logan Airport.

Titles for children tend to…IBPA Members – Click here to view the full article (login required).

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