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Street Dates in Perspective

Here are my Tuesday sales of three “major” titles which released today:

  • Provident Films – October Baby – none
  • Joyce Meyer – Change Your Words, Change Your Life – none
  • Beverly Lewis – The Bridesmaid – none

So glad we waited and jumped through all those hoops. A not bad day otherwise, though. (Unless you factor in the little boy who peed on the carpet.)

  1. Darryl Drover
    September 12, 2012 at 6:55 am

    Well said.. I’ll “one up” you though.. One of these I don’t even have (and will probably not see till end of week) – and yesterday we were closed in one store due to Hurricane Leslie.. so t’was not a good day for releases here in NL either.

  2. September 13, 2012 at 3:20 pm

    Not really surprising anymore, since none of these products were advertised to the Christian community in Canada in any meaningful way.

    The American publishers leave Canadian marketing to the distributors. The distributors are only concerned with sales to bookstores, and leave the focus on marketing to stores. The stores have neither the budget, focus nor marketing experience to handle large, single-product promotions.

    This is mainly why Canadian sales are dying, but everything is being blamed on the Internet. The rollouts of the ESV and NLT Study Bibles, and Cook’s Transformation Study Bible went largely unnoticed in Canada from a consumer perspective. This is about to be replayed again this fall with the ESV Global Study Bible and the NLT Chronological Study Bible.

    The marketing plan for most Canadian Christian book sales is largely to hope a product gets mentioned on U.S. Christian TV programs aired in Canada, or that there’s some talk about it on Facebook.

    It’s well past time that American publishers took responsibility for advertising their products in Canada. After all, in the Christian market we have just about three TV stations, a dozen medium-to-large radio stations and half a dozen newspapers. Thinking you can leave the marketing to your product distributors is a waste of everyone’s time.

    If people don’t know a product exists, they won’t buy it. It is that simple.

    • September 13, 2012 at 3:56 pm

      All good observations.

      Christian television as a means of promotion is less effective as that medium becomes increasingly fragmented. I think most stores are actually hoping that local pastors mention a book in a sermon; nothing drives sales like pulpit promotion.

      But as I’ve said before, the whole notion of street dates for brick and mortar retail makes no sense in an online world. The internet vendors have already (a) presented the product, (b) received a commitment from the customer and in some cases (c) processed or pre-authorized the credit card. The books are already in the shipping cartons awaiting the dispatch date. To me, that constitutes selling the product.

      Honestly, sometimes I feel like a complete fool re-boxing the product and keeping it hidden away until the magic date.

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