Library Marketing Guide

Editor’s Note:  The following is the culmination of several months research, and presented as concisely as possible for your benefit, courtesy of the Combined Book Exhibit.

With all of the talk of struggles within the book world, from bookstores closing to declining coverage in print sources, libraries have been managed to adapt, update and continue recreating themselves to stay strong and ahead of the curve.  For this reason, marketing your work to libraries is a logical step in making your titles sell and be read by many.  The following is a compilation and culmination of research done to help answer some of your questions about marketing to libraries.

Library Statistics:

According to the American Library Association, there are an estimated 117,467 libraries nationwide, representing public, private, academic and specialized libraries.  The library market represents over $5 billion.  The February 15, 2007 issue of Library Journal reported that, based on the population of the community it was serving, book budgets for libraries range from $36 thousand to over $4 million.  The same article showed that in 2007, of all of the libraries polled, 52% had an increase in circulation, prompting an increase in budget, resulting in more book buying.

How Libraries Buy:

Oftentimes, library acquisition will depend on the size of the library.  At a panel on library buying at Bookexpo America 2007, it was explained that small and medium sized libraries, as well as school libraries, have selector librarians who make the majority of the book purchasing decisions.  Larger library systems have collection development departments that make acquisition choices for the systems.  So, unlike large bookstore chains and retailers that only have a limited number of people to decide what the entire chain sells nationwide, each library or library system is another chance to sell your book.

In addition to having more opportunities to sell to them, libraries, contrary to popular belief, do not only buy one copy of each book.  Many believe that libraries will only purchase one, or at most, just a few copies of any given title.  But according to Mark Sexton, author of “Replacing Myths About Marketing To Libraries,” “Some city and county library systems buy 50 or more copies of some titles. Individual libraries also buy multiple copies of current interest titles if circulation demand is high or if they want to place one in the reference collection and others in general circulation. Furthermore, library sales are not subject to the devastating returns problem that is so damaging in the trade and to a lesser extent in the college adoption market. Libraries also order more titles at one time and they almost never fail to pay their bills.”

At the library panel at Bookexpo 2007, it was explained that most libraries make the majority of their purchases through distributors.  Some purchases are made directly from the publishers, but it is particularly helpful when trying to break into the library market to use a distributor.  This is especially true for small presses, as they do not have the established reputation or sales history that larger houses have.  Since libraries make the majority of their purchases through distributors, it is logical to make your books available through the channels that libraries travel the most to acquire new books. 

Marketing To Libraries:

Like bookstores or other retailers, libraries buy almost any type of book and are willing to try new things.  It is important to market to libraries and keep them informed of what you have to offer so they will be aware that it’s there for them to buy.  Traditional marketing, such as print ads and direct mail are good ways to keep buyers informed of your products. 

The American Library Association also points to exhibits at library trade shows as good ways to advertise because they are “seen by thousands of librarians ever year.”  Unlike bookseller shows however, orders are seldom written at library shows and exhibiting at such events should be seen as advertising opportunities.  They are particularly effective however, because they provide the attendees the opportunities to see the actual books—something that is impossible in print ads, direct mail, and other methods.

Seeing The Results Of Your Marketing Strategy:

Unlike bookstores or retailers, libraries do not simply send in the order forms for books they have just discovered.  Most libraries work off of acquisition budgets and can therefore only purchase books at certain times during the year.  This does not mean that there only certain times to advertise; each library or system has a different budget cycle, meaning that at almost any given time, there can be sales occurring. 

Like marketing to any outlet, it is likely you will not see immediate results.  And, since most libraries order through distributors, it is hard to see where specific sales come from, because you will not be invoicing a specific place—your distributor will.  So if, for example, you participate in an exhibit in New York in November, it is unlikely that you will see a spike in sales to New York immediately, if at all.  This is partly because of the formerly mentioned varying budget cycles, and partly because you will (most likely) not be the one to fulfill the orders (that would be done by your distributor).  This does not mean that the effort has failed, because, like any print ad, it is a success if you continue selling books.  With libraries, it is important to be consistent and patient.

Libraries are a very specific market to sell to, but they are consistently the best customers for publisher because of their ability to stay successful and their dedication to keeping books and other reference and educational material current, abundant and available.