Military Markets Demystified

April 2011
by Linda Carlson

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Military Markets Demystified

by Linda Carlson

The U.S. military spends hundreds of billions of dollars each year, and its payroll for military and civilian employees makes for a more stable economy in communities across this country and abroad. Those are just two of the reasons for publishers to be interested in serving markets such as military exchanges and commissaries, base libraries, schools and child care centers, and agencies and organizations related to the military.

But selling to the armed forces, just like selling to any other large government entity, requires persistence in tracking down the right contacts, especially because they may change frequently as people are reassigned. You’ll need to focus steadily on details to get your company on the appropriate bidder lists and to determine the most marketable products and best price points. 

Sound daunting? Then look at the upside. Once you make a deal, reorders may be large and automatic, even for backlist titles. Returns may be nonexistent. And the government’s checks don’t bounce. 

This article is the first in a two-part series that provides an overview of opportunities and marketing options for sales to the military. It covers wholesale book purchases by exchanges (military base “general” s…IBPA Members – Click here to view the full article (login required).

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