Strategic Distribution Decisions

November 2002
by Catherine Kitcho

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Choosing the right set of distribution channels is one of the most critical decisions you will make as a publisher.I learned this the hard way. Now, through mistakes I made with my first title and from my many years of experience as a high-tech marketing consultant, I have on hand a simple and straightforward process I developed for making strategic distribution decisions. You can use it whether you are publishing for the first time or are an established publisher with multiple titles.

It’s a matter of taking the time to think and to plan.

 

Forget Ego; Stress Customers & Cash Flow

Finding the right distribution channels is a business decision. Don’t be lured into signing with a distributor just because the distributor likes your book. It’s always good for the ego when that happens, but remember that you are running a company! This is true even if you only have one title. In order for you to stay in business, you need customers and you need cash flow. Those are the foremost facts to keep in mind as you evaluate distribution options available to you.

First, some definitions. A distribution channel is a means by which you get your product (a book) to customers (readers). A direct channel is one through which you can sell your book directly to your customer with no other business entity involved; you hand the customer (or ship them) the book and they give you cash. An indirect channel…IBPA Members – Click here to view the full article (login required).

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