Technically, Paid Pre-Orders Beat the Street Date Each and Every Time
I had a book review scheduled today at Thinking Out Loud, but then noticed the publisher’s instructions to post it within a specific time frame. Much of this has to do with ‘street dates,’ a system in place that allows publishers and distributors to ship books to retailers ahead of time, which are then held in stockrooms up to a specific ‘lay down’ date which ensures that no single store has a competitive advantages. Stores which are caught not complying are then not allowed to have their future street-date products shipped until the day before or day of release.
The system seems fair until you consider that online vendors can sell the product days, weeks or even months ahead of release. The key here is what is meant by sell. A prepayment means that there has been an actual transaction of funds, but some online sellers don’t run the credit card until the book is actually shipping.
Still, pre-ordering is a huge advantage to internet vendors. Having said that, I realize there is nothing stopping a local store or retail chain from taking advance orders as well, including paid-upfront orders. Some are successful at locking customer orders in, and with “A” list titles, sometimes the publisher will go to the trouble of printing up pre-order forms and displays for the stores to use.
But I would argue that if the online vendors are selling the product ahead of time, the delivery to the customer is a moot point.
However, the counter argument is that with a major, much-anticipated release, having the book in the hands of some customers but not others would mean the leaking of major spoilers involving key plot and character details. So the street date system has the advantage of building suspense and creating a theoretical equal footing for all retailers.
Generally, I like my reviews to run the week of the release in physical, brick-and-mortar bookstores. To me, earlier reviews only give the internet sellers an unfair example. People read my reviews, like what I said about it, and then often respond without having to leave their computer. (I generally only review books I am predisposed to like. Despite the blog’s popularity and the number of titles I am offered, I only have so much room on a limited number of bookshelves; ten of the Ikea-style shelves to be precise.)
I do think that physical stores could go a long way toward adopting the pre-sell model, but it can be an administrative burden if you don’t have the staff, or if, in our uniquely Canadian situation, currency fluctuations mean the book might have a different retail price by the time the copies hit the sales floor.
If I weren’t connected to retail, would my blog be an A**zon referrer? I’ve often thought about that. I do love books and connecting people and products I think will be useful in their lives. When that day comes, and it will, I would be more likely to be a referrer to Christian Book Distributors.