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Huntley Street: Share Your Playbook

As soon as the customer says, “They’re offering it on 100 Huntley Street, but I don’t want to send a donation just now,” I reply with, “Okay, but it will probably be on backorder for a couple of weeks.”

It just goes without saying that the both the demand Crossroads Christian Communications has for the book, and the wider demand that they have created by giving the book publicity have wiped stock out at distributors on both side of the border.

If the book in question is an International Trade Paper Edition (ITPE), then it means that there is really only one source for Canadian stores, and that’s the Canadian distributor.

So why can’t Huntley Street publicize their feature books ahead of time so bookstores can order? It would be nice to have a heads-up. Obviously, stores being unable to meet demand for the product works in their favour. “Oh, it’s going to be 3 weeks? Maybe I’ll send them a donation after all.” But the donation in the example above is $50, and the ITPE lists for only $17.49 in Canada.

But there’s no guarantee that the ministry organization actually has sufficient stock, either. One customer, who obviously avails herself of most of the book offers from Crossroads, said to me in all seriousness, “It’s taking a lot longer to get the books since Lorna took over.” I think she believed that CEO Lorna Dueck runs down the shipping department and packs books once the show is off-air.

Nonetheless, it does, at the very least, show that people are still reading and that people are still interested in books. Huntley Street gives its key broadcast offer titles very high exposure, including a daily teaching feature. Overall, with everything considered, the program is a Canadian Christian retailer’s best friend.

So why do the distributors themselves run out? I think they’re simply being cautious, thinking in terms of long-term sustainability of their companies. There’s no guarantee that a given title is going to perform well. It’s a gamble for them at wholesale just as it is for us in retail. I’m sure they could share examples of titles which simply didn’t perform all that well after a 100 Huntley appearance.

Ministry organizations buy books like this in what is called the premium market. There is the trade market and the remainder market, and this one is a bit of a hybrid. The premium books are sold much, much cheaper, but are usually new titles, just off the press. The authors accept greatly reduced royalties in exchange for the publicity and exposure that the ministry organization has to offer through its channels. Radio and TV are still the most popular customer-type of buyers for premium books, but there’s really nothing limiting the possibilities. Many author contracts also include reduced royalty provisions for bulk sales to organizations where promotion and publicity is not necessarily going to be a factor.

To repeat, 100 Huntley Street is a Canadian Christian retailer’s best friend. But the relationship works two different ways. For every book like the one pictured in the example above, there are program guests whose self-published books are either not available to trade stores, or are available with great difficulty. You have to live with the realities of both types of publicity. 

Finally, somewhere out there is someone who can access Crossroads’ upcoming guest list and see that this reaches retailers at least two weeks ahead so retailers who are keen to respond can order and receive product.

 

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