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Distributor Targets Bookstores

24 Jul, 2002 By: Joan Villa

Armed with literary titles like Harry Potter and Lord of the Rings, distributor Baker & Taylor is targeting booksellers to expand into video.

The wholesaler has launched an aggressive marketing campaign that will streamline the ordering process for bookstores that want to add DVD, VHS and even music product to their regular book orders. As an incentive to sign on, Baker & Taylor is giving a $100 book credit to customers who purchase $1,000 in video products before Nov. 15.

“We wanted all of our bookstore customers to have immediate access to the widest array of titles available that will satisfy their customer demand and help booksellers realize increased revenues for their stores,” explained Baker & Taylor retail president Jim Ulsamer.

With DVD's soaring popularity, booksellers have recently expressed interest in expanding into the format, Ulsamer said. The stores could easily integrate video into their current book selections by focusing not only on the hits but also on secondary categories of childcare and parenting, health and wellness, documentaries and other genres, he added.

Baker & Taylor will support the video campaign through e-mail marketing, direct mail, phone solicitation and sales visits aimed at tailoring the video selection to fit a store's inventory.

“The timing couldn't have been better given the recent release of Harry Potter and the upcoming release of The Lord of the Rings which will have tremendous appeal to bookstore customers,” Ulsamer concluded.

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