How Do Distributors and Wholesalers Differ As They Move Your Book to Market?

Apr 9, 2009 by Charles Jacobs

The majority of first time authors don’t understand how books move from the printer or publisher to the bookstore or the library. Bringing a new book to the market is a unique and at times complex process, different in many ways from the movement of most other products.


While retailers, for example, head directly to a manufacturer to place orders for the vast majority of the items they sell, bookstores and libraries almost never buy directly from authors or publishers. They insist upon a middleman, called a book wholesaler. The wholesaler in turn is reluctant to purchase books directly from the publishing house or from the author, particularly if they have only one or even just a handful of books that they are selling. Wholesalers generally expect a distributor to warehouse the books as they come off the press, packaging and sending copies at their request. Distributors too are often difficult to find. They are not particularly interested in a “one shot” author. They want continuity, and look to see what other books he/she plans to publish in the near future.

Specific Functions

Each level of the distribution process has its own special function. The process starts with the publishing house or the author. Prepublication promotions should be set in motion well before publication date. Advance reviews are critical to success and are very helpful in obtaining a distributor. One of the evaluations a distributor will use when making the decision whether or not to represent an author is the pre-publication promotional effort he/she has already launched and the plans for a continuing sales effort once the book is available.

Most distributors insist upon exclusivity, although in some cases it is possible to get agreement on adding a specialized distributor to concentrate on a specific area of selling. For example, if your book is particularly suited for library distribution, you may be able to convince your primary distributor to allow you to contract with specialists like Quality Books or Brodart Co that concentrate directly on the library market.

Why Do I Need a Distributor?

You are probably wondering whether you actually require a distributor since most stores and libraries purchase copies from wholesalers. The answer is very simple. The functions of a distributor go far beyond those of the wholesaler. In addition to having a supply of books available at all times, the distributor will handle all packing and shipping for you and will maintain records of sales and returns. You will receive a detailed report every month on the activity your book has experienced. A strong distributor will have a sales force that actively promotes your book to the end users. Before the book ever goes on press, the author should begin reaching out to obtain a distributor, for as I have said earlier they are hard to find and relieve you of so many chores. A writer’s task is to write and to promote his/her output. If you undertake the chores of a distributor, your fundamental responsibilities will be neglected for lack of time to do it all.

Wholesalers do not sell for you. Their job is to stock titles for immediate delivery when ordered by the store or library. How many times have you tried to purchase a book the store did not have? You follow the clerk to the register, where he/she types in a message to the wholesaler to confirm availability of the book. If the answer is yes, and it usually is, the book will be available in a matter of several days.

Are They Always Needed?

Definitely not. If you plan to do all of your selling directly from you web site or any other “pushcart,” digital or real, you certainly don’t have to reduce your profit by 50% for the wholesaler and pay the expense of representation by a distributor. You can also sell through the booksellers that proliferate online without these intermediaries. But if you decide to go this route, be ready to spend much of your time promoting and selling.

Of course, it is very common to integrate both forms of selling into your marketing plan. I maintain a distributor, Atlas Books, a division of Bookmasters, the company that printed my latest book. (Using a printer with a distribution division, by the way, is a relatively easy method of finding a distributor.) At the same time, I have a regular flow of books sent by Atlas to my personal office that I use when I give speeches or participate in other events that allow me to sell my books directly to the public.

When I sell through my web site, I utilize PayPal to collect the money. It in turn notifies Atlas to send out a book to the purchaser. Atlas then performs what we call the fulfillment function, saving me the onerous chores of pacing and mailing the book.


The process of moving your books to the marketplace seems far more complicated than it really is. Understanding all that this article has explained will allow you to tackle distribution comfortably. In essence all of what I have said can be summarized by realizing that it is your job and that of the publisher and distributor to create demand, while the task of the wholesaler is to respond to that demand.

Charles Jacobs’ latest book The Writer Within You has been selected as one of the Best Books of the Year by seven publishing organizations. He is available for book coaching, shepherding and ghost writing. Contact him at charles@retirement-writing.com or visit his extensive web site Retirement-Writing.