Cinematherapy took off in a major way because it was picked up by many gift stores and catalogues such as Seasons. Note that these special markets sales, as they’re called, are unlike traditional bookstore sales in that the store can’t return the books so that’s a solid sale for the author. I saw this when I was in-house at HarperCollins and one of my books, Get Your Act Together! by Pam Young and Peggy Jones, was picked up by a major office supply retailer, which ordered 20,000 books. This is especially true when the store is a chain. However, if the match between the book and the store–or catalogue, for that matter–is perfect, the sales can be phenomenal. In my experience, book publishers have traditionally been much less than aggressive in pursuing “special sales,” “special markets,” or sales to what they call “nontraditional book outlets” because publishers offer a low discount on books to retailers and figure it’s not worth the effort to talk stores into carrying books.
For most of us, it seems natural to find a gift book in a gift store, a book on “how to make it in the music industry” in a music store. The New York Times ran an article on selling books in unusual places - unusual for book publishers, that is.
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