On the Road Again: North Country’s Formula for Success

August 2008
by Linda Carlson

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On the Road Again: North Country’s Formula for Success

by Linda Carlson

The rest of us may be enjoying the last dog days of summer and musing about fall promotions, but in upstate New York, the men who run North Country Books are packing up their sample cases and preparing for a couple of weeks on the road.

Unlike the many smaller publishers who rely on publicity and mailings to introduce their books to customers, Rob Igoe, Jr., and his nephew Zach Steffens sell books the old-fashioned way: door to door.

Oh, they’re not like the old-time Bible and encyclopedia salesmen who pounded the pavement, but they do drive village to village to village, through the Adirondacks, Hudson Valley, and Finger Lakes, calling on every possible retailer in even tiny communities. It’s not unusual for them to have several customers in the same village, Igoe points out—a general-interest and college bookstore, hardware store, gift shop, museum store, pharmacy, grocery, campground or hotel gift shop, and, of course, one of those famous small-town general stores.

With thousands—yes, thousands—of products, North Country can provide almost any regional-themed merchandise a retailer wants: books, maps, posters, CDs, DVDs, notecards, T-shirts, mugs, magnets. You name it, Igoe can…IBPA Members – Click here to view the full article (login required).

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