New 'Red Box' Mailing Appearing at Your Door Soon

In response to both bookseller and publisher recommendations, Book Sense has instituted a new monthly mailing -- the "Red Box" -- which begins in May. While actually a white box in color, this mailing will feature a large red sticker announcing "Open Immediately! Your (month) Marketing Action Kit enclosed from Book Sense."

Designed to serve as a monthly "In-Store Marketing Action Kit," the "Red Box" will contain a quantity of the latest Book Sense Picks flyers, any scheduled Book Sense Top Ten List pads, as well as other timely news and information from the ABA and Book Sense. As well, Publisher Partners have been encouraged to provide shelf-talkers, easelbacks, bookmarks, posters, and other point-of-purchase materials to tie into those titles chosen by Book Sense booksellers as Book Sense Picks for that month. In addition, this mailing will carry sell sheets and/or catalog copy for publisher's "off the list" titles, special offers with specific deadlines, and any other late-breaking news about titles, author tours, confirmed media appearances, and other pertinent information. It is the Book Sense marketing team's pledge to pack and ship these boxes by the 10th of each month, to insure the greatest possible exposure for title-specific materials as they tie into publisher's overall marketing plans.

"We're very excited about this new process," stated Book Sense Marketing Director Mark Nichols. "It is our hope that more attention will be paid to these important and timely materials, and that more stores will implement their use." The usual White Box mailings will continue, carrying galleys, ARCs, and finished books, as well as other less time-sensitive materials provided by Book Sense Publisher Partners.