Even Macmillan over here accepts returns, although they are more strict than most. Anyway, I just thought I’d correct the misconception. You’ll have to look for your book utopia elsewhere I’m afraid!

Note from the Wicked Witch of Publishing ™: A publisher with guts! In New Zealand bookstores do not return books at all. Actually, it was Richard Charkin, CEO of MacMillan UK, who mentioned that in one of his first postings on his personal blog. I left a comment in which I suggested he use his clout to institute the same thing with their books. NO RETURNS. A SALE IS A SALE, not a consignment. No answer. It’s complicated, of course, and the bookstores have such a cushy deal now that they would fight a no-returns policy with everything they’ve got. That said, how much power do they have in their feeble fists against a MacMillan? Publishers in the US who have tried the no-returns policy in the past have folded under pressure.  Of course bookstores want to be able to take all the risk out of ordering books. And the poor author—literally and figuratively? All those reserves held against returns. Jeez. 

Charkin’s viewpoint strikes me as both arrogant and antiquated. Who wants to depend on a bookseller to sell one’s books? Booksellers provide an attractive venue for the transaction, period. They’ll advertise as best they can based on their understanding of the product and on the publisher’s promotional support. But Charkin’s statement suggests that the publisher’s work is done once the bookseller orders his books–what author wants to hear something like that?

I still disagree with you, but your points are well taken. I,too, hate returns. you get big orders and you think “well, I’ve really got something here.” You take it as a sign that your book is on the radar. Then most of the books come back. Why?

You supply the answer yourself in other topics–the marketing savvy of the publisher, editor, and writer will reduce the number of trucks making their way to your warehouse with your books in tow.

If you can get booksellers to order 80000 or more copies of your author’s book, then you have work to do…and you better have an author who is willing to get off his/her arse to ensure those books are sold.

Book promotion must start as soon as an author commits to an idea for a book. That’s the kind of cover letter I want to see from an author, one that shows me he/she is already “targeting the intended readership” for her project. She knows where her readers are and has good ideas about how to reach them. she’s profiled them to the extent that she understands what they want to buy from her. And she takes pains to prove it to me. This marketing savvy combined, of course, with a good book idea already reduces the number of return trucks on the road.

Branding a book by generating design and jacket copy asap is another way to reduce returns. (and, yes, editors should let advertising experts write the jacket copy–ad people understand buzz words, know how to profile a reader and come up with a scheme to get their attention.) Publishers are reluctant to invest in an author’s market too early because they publish too many books by too many “hopefuls.”

Yes, I agree there are way too many authors being published. But is this the bookseller’s fault? Your “no returns” penalty blames the bookseller instead of the publishers who are turning out all this drivel. Booksellers are in no position to critique the product and determine which are diamonds and which are cubic zirconia. The promise of sales drives the bookseller to order books.

I used to spend 3 (sometimes more) months putting together a marketing plan for each of my featured books as well as for my list. I researched like crazy and paid calls to book reviewers constantly to update my knowledge about the market. I depended on reviewers, who’d read excerpts, drafts, etc., and supply feedback–which I’d synthesize and pass on to the author. My stint in marketing and sales made me the kind of editor that I’d crave if I were an author.

In short, I still insist on applying the penalty to the real criminal here–the publisher, not the bookseller.

Any author fortunate enough to have 600000 copies of a book out in bookstores should be working his/her tale off to make sure those copies sell. Only a few rare authors can write their books, see them published, and sit back for the royalty checks to come in. These days an author’s “sweat equity” in addition to the publisher’s commitment and the bookseller’s venue make up the magic equation for “low returns.”

Without that returns policy, we would publish fewer authors and bookstores would become gift shops and cafes.

Drop to your knees and thank your higher power for returns.

Note from the Wicked Witch of Publishing ™: How much do I disagree with you? Let me count the ways! Thanks, Tana, for dropping by. We should publish fewer authors. Bookstores should be more selective and then push their product. Oh, I forgot, it’s not “their” product, it’s consignment issue! If a book sells, great. If it doesn’t, so be it; just pack it up and return it. Oh, and what about that ”reserve against returns” that publishing companies keep in their coffers. This is money that should be paid out ASAP to the authors or at least applied to repayment of the advance, but no, that money is a cushion for the publishing company. I’m for NO returns. Ever. Period. I do agree that authors and publishers should pitch in to promote. Unfortunately, publishers only give a book a few weeks to show a pulse, and most authors don’t have any skill whatsoever when it comes to book promotion, nor do they wish to learn.

Kevin Watson
Press 53

Kevin Watson
Press 53