Jazmin Li
Airports are a hub of activity, with travellers often seeking entertainment to pass the time. This makes them a prime location for bookstores, offering a range of reading materials to cater to diverse tastes. Authors and publishers recognise the allure of airport bookstores, aiming to secure a coveted spot on the shelves to reach a wide audience. The unique dynamics of airport bookstores, with their captive market of travellers, present both opportunities and challenges for those seeking to sell books in this environment. This topic will explore the strategies and considerations involved in selling books in airport bookstores, including the importance of understanding traveller demographics, effective pitching, and the role of marketing in capturing the attention of busy travellers.
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What You'll Learn
Airports with book-swap boxes
Little Free Libraries or book-swap boxes are becoming an increasingly common feature in airports across the world. These book-swap boxes are a great way to get access to free books and are especially useful for travellers who need something to read on their flight or want to lighten their luggage.
One of the first airports to introduce a Little Free Library was Seattle-Tacoma International Airport, which now has two spots dedicated to book exchanges: one for younger readers and one for adults. Rhode Island T.F. Green International Airport has a similar setup, where travellers can take a book or leave one during their travels.
Some libraries have partnered with their local airports to provide these book-swap boxes. For example, Halifax Public Libraries teamed up with Halifax Stanfield International Airport in Nova Scotia, Canada, to provide two book kiosks. Meanwhile, Gerald R. Ford International Airport in Grand Rapids, Michigan, works with the Kent District Library to offer books in multiple languages.
Outside of North America, Brussels Airport also has book exchange lockers located at Gates A47 and B05, where travellers can take or leave books in any language.
So, if you're looking for something to read on your next flight or want to swap a book, keep an eye out for these book-swap boxes at participating airports!
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The Read and Return program
- Travellers can purchase a book at their departing airport.
- They can then read the book during their travels.
- Upon arrival at their destination airport, they can return the book to any Paradies Lagardère location and receive a 50% refund, provided the book is in good condition and they have a receipt.
- The receipt is attached to a bookmark that lists the airports where the book can be returned.
- If the book is returned within six months of the purchase date, the store will resell it at a "used" price of 50% off.
- If the book is returned in a worn condition, it will be donated to a local library to encourage literacy in regional communities.
This program is beneficial for travellers as it provides a discount on books purchased at the airport and allows them to return the book at any Paradies Lagardère location, making it convenient and flexible. Additionally, travellers can use the cash back to purchase another book or the sequel to the one they have just finished. It is also advantageous for Paradies Lagardère as it helps to build customer loyalty and promotes the sale of books over online retailers.
Furthermore, some airports have implemented book-swap boxes or kiosks in partnership with local libraries, allowing travellers to take or leave books for free. This provides an alternative option for travellers who may not want to purchase a book but still wish to read during their travels. These book-swap initiatives can be found at airports such as Rhode Island T.F. Green International Airport, Halifax Stanfield International Airport, and Gerald R. Ford International Airport.
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How to pitch your book to airport stores
Airports are a great place to sell books, as they rely on the concept of a captive market. Airline passengers are confined to their terminal area while waiting for their flight, and retailers know that the longer a potential buyer stays in a store, the more likely they are to make a purchase.
Research the Airport Market
Most airport stores, including Hudson Newsstand, order books from Ingram Wholesaler. They also use other wholesalers, which can change regionally. Buyers track inventory with paper forms or, in some newer or busier airports, through an integrated digital system. Buyers using the digital system are more likely to browse new titles, while those using paper forms tend to reorder existing titles.
Create a Sell Sheet
A sell sheet is a one-to-two-page flyer or brochure that includes information about your upcoming book. It should include:
- A bolded title at the top of the page
- A small photo of the book jacket and the author
- The author's name, title, ISBN number, publisher, and date of release
- The format (e.g., paperback, hardcover, ebook)
- The publication date, page count, book dimensions, and price
- The locations where the book will be available (online, in-store, or both)
- A brief summary of the book's contents
- Any favourable reviews
- A sentence or two about the author
Contact the Right People
If you want your book to be featured in Hudson's chain of 66 airport bookstores, email your sell sheet with title details, publicity plans, sales information, and contact information to [email protected]. Or, you can mail this information to:
Hudson Booksellers
1521 Johnson Ferry Road #250
Marietta, GA 20062
You can also reach out to Paradies Lagardère, which has 386 airport stores and offers a program where travellers can purchase a book, receive 50% off if they return it within six months, and then resell the "gently used" book for half price.
Consider the Benefits of Airport Sales
Even if your book doesn’t sell out at the airport, the visibility gained can translate into greater sales on Amazon and increased name recognition for you as an author. Business leaders often frequent airports, and your book may catch their eye, leading to new clients or speaking engagements.
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What to include in a sell sheet
Airports are a great place to sell books, with many travellers looking for something to read during their journey or at their destination. If you want to sell your book in an airport bookstore, you'll need to create a sell sheet, which is usually a one- or two-page flyer or brochure that provides information about your book. Here's what to include in a sell sheet to pitch your book to airport bookstores:
Cover Image and Author Photo: Include a small photo of your book jacket, as well as a professional photo of yourself as the author. Colour sells better than black and white, so consider printing your cover image and photo in colour to make them stand out.
Format and Pricing Information: Specify the format of your book (e.g., trade paperback, mass-market paperback, hardcover, ebook) and include the publication date, page count, book dimensions, and price.
Publicity and Sales Information: Provide details about your publicity plans and any available sales information. If you have received favourable reviews, be sure to include a few quotes or excerpts.
Summary of the Book's Contents: Include a brief summary or synopsis of the book's contents, giving buyers a clear idea of the topic and scope of your book.
Author Biography: Add a sentence or two about yourself as the author, including any relevant credentials or previous publications.
Contact Information: Provide your contact details, such as an email address or phone number, so that bookstores can easily reach out to you with any inquiries or to place orders.
Target Audience and Relevance: Consider including information about your target audience and why your book is relevant to travellers. Does your book address current hot topics such as computers, cars, food, health, finance, or fitness? Emphasize how your book aligns with the interests of travellers and the unique benefits it offers them.
Remember to keep your sell sheet concise and visually appealing. You want to capture the attention of buyers and make it easy for them to understand why your book would be a great addition to their airport bookstore.
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The benefits of selling your book in an airport bookstore
Airports are a hub of travellers, and many of those travellers are looking for something to keep them entertained during their flight. This is where the airport bookstore comes in—a convenient place to pick up a new book to read. For authors, getting your book into an airport bookstore can be a great way to increase sales and boost visibility. Here are some of the benefits of selling your book in an airport bookstore:
Increased Sales
Airport bookstores cater to a captive market of travellers who are often looking for something to read during their flight. By placing your book in an airport bookstore, you increase the chances of impulse purchases, especially if your book is a quick, entertaining read.
Greater Visibility
Airports see a high volume of foot traffic, and having your book on display in an airport bookstore can expose your work to a diverse range of potential readers. This increased visibility can lead to greater name recognition for you as an author and can translate into more sales, not just in the airport but also on online platforms like Amazon.
Business Opportunities
Business leaders often find themselves waiting for flights and may peruse the airport bookstore for their next read. Having your book in an airport bookstore provides an opportunity for your work to catch the eye of influential individuals. This could lead to unexpected business relationships or speaking engagements, helping to establish you as an authority in your field.
Convenience for Travellers
Airports often have a range of shops and services designed to cater to travellers' needs, and bookstores are a key part of this. Travellers may be looking for a last-minute gift or simply something to pass the time during their journey. By selling your book in an airport bookstore, you are providing a convenient option for travellers seeking a good read.
Targeted Audience
Airport bookstores often stock books that are of particular interest to travellers, such as topics related to computers, cars, food, health, finance, or fitness. If your book falls into one of these categories, it is more likely to be noticed by buyers and stocked in airport bookstores. Additionally, business-related books may appeal to the many business travellers passing through.
In summary, selling your book in an airport bookstore can increase your exposure to a wide range of travellers, boost sales, and potentially lead to unexpected business opportunities. It is a convenient way to get your work into the hands of readers who are often looking for a quick, engaging read during their journey.
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Frequently asked questions
Yes, you can sell books in an airport bookstore. Airports are often busy with people looking for something to read during their travels, so it can be a great place to sell books.
To sell your book in an airport bookstore, you will need to pitch your book to the bookstore buyer. This pitch should include a sell sheet with the following information:
- Book cover image
- Title details
- Publicity plans
- Sales information
- Author name
- ISBN number
- Publisher
- Date of release
- Format (hardcover, paperback, etc.)
- Publication date
- Page count
- Book dimensions
- Price
- A brief summary of the book's contents
- Any positive reviews
- A sentence or two about the author
It is also important to note that most airport bookstores are part of large chains, so employees do not usually decide which books are stocked. Therefore, your pitch should be memorable and highlight the unique selling points of your book.
Yes, some airports have book-swap boxes or kiosks where travelers can take or leave books. Authors may be able to partner with libraries or airport operators to make their books available in these kiosks.
