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IPG SALES CHANNELS Special Sales In addition to its comprehensive approach to the book trade, IPG also operates a three person in-house department to sell to accounts outside the regular book trade. Sales to these customers represent approximately 15% of IPG’s total sales and they are especially important to the IPG publishers because the returns are negligible and many titles sell well for years after they have run their course in the book trade.
IPG’s special sales staff has the capacity to create, almost instantly, full-color custom catalogs (Sample page) that contain only titles of interest to specialty buyers. IPG actively sells to over 1,200 museum stores—fine arts museums, history museums, science museums, planetariums, and more. While most museum stores do not carry as many titles as a trade bookstore, the right book matched to the right store will lead to substantial, long-term sales. |
Catalog and Niche Market Accounts IPG actively sells to specialty and nichemarket wholesalers, mail order catalogs, online resellers, and independent retail stores with special themes. As every special-interest book has a compatible special-interest market outside of the book trade, it is important to prospect for those markets and present the appropriate titles to each of them. IPG's special sales staff has the capacity to create, almost instantly, full-color custom catalogs that contain only titles of interest to specialty buyers.Schools, School Libraries, and School Supply Stores IPG works intensively with approximately 300 education accounts and sends hundreds of personalized catalogs and samples to customers that require them. IPG attends Ed Expo, the largest national school supply trade association meeting, and the Educational Paperbacks Association meeting, during which the education specialist builds new and fosters current relationships with educational wholesalers from around the country. |
Richard Williams, Special Sales Representative Prior to coming to work for IPG, Richard Williams was Manager of Operations at Bonus Books, an independent publisher, for nearly eight years. He understands the publishing side and welcomes leads and suggestions from publishers regarding special sales opportunities for their titles. Karen Adler, Educational Sales Representative Before joining IPG, Karen worked as a buyer for Scholastic Book Fairs for eight years and at Books Are Fun for three years. She is also a former elementary school teacher and assistant principal. In addition to extensive market and product knowledge, Karen brings the valuable perspective of a buyer to this position, which requires ongoing communication to buyers at more than 100 accounts. Karen manages IPG's sales efforts into the education market, including catalog companies, classroom sales organizations, school supply accounts, and educational wholesalers.
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