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Confusion reigns when we get down to defining the different activites of book wholesalers and book distributors. It is important to accurately distinguish the two types of activities because they are extremely different in both emphasis and kind.

The book wholesaler should be seen as a service provider to bookstores. They do not create demand; rather they efficiently respond to demand whatever the cause and whatever the title. They envision their task as serving the interests of bookstores and similar outlets.

A wholesaler's main objective is getting product "A" to store "B" in the shortest time and at the lowest possible cost. Look at them as a kind of UPS or Fed Ex of the book business.

On the other hand, book distributors represent the interests and activities of book publishers. Instead of hiring your own sales and marketing personnel and running your own shipping, storage and returns processing warehouse, you would outsource all of these activities to a book distributor who focuses on these activites on your behalf.

Unless, you are generating over $5,000,000 in book sales, you should seriously consider the book distribution option. It may actually cost less and at the same time provide marketplace clout because the distributor represents many publishers to the marketplace.

Copyright © - Eric Kampmann. - Reprinted with permission. Reprinted from "A Guide for Independent Publishers," a compilation of articles written by Midpoint Trade Books President Eric Kampmann. - www.MidpointTradeBooks.com.