New New York Times Book Cash Promotion Begins

Printer-friendly versionPrinter-friendly version

The New York Times recently began sending a new round of Book Cash checks to consumers who upgrade from a trial subscription to a full subscription to the newspaper. The new checks bear an expiration date of September 30, 2003, and must be deposited by October 7, 2003. Each New York Times Book Cash check is valid for $10. The back of the flyer attached to the check has a list of participating retailers, which includes: "Book Sense Stores" and "Independent Bookstores with Book Sense" with the Book Sense toll-free phone number and the BookSense.com address to help consumers find locations.

The original New York Times Book Cash promotion began in August 2002 and provided as many as 20,000 consumers nationwide with Book Cash checks bearing an expiration date of January 31, 2003. These checks must be deposited by February 7, 2003. Checks should not be accepted after the expiration date.

Book Cash, a nationwide promotional program coordinated by the Properties Group, has raised awareness of Book Sense and increased consumer traffic and sales at independent bookstores. All ABA member stores with Book Sense are automatically part of the program; no registration is required.

Booksellers should accept a Book Cash check in the same manner as a personal check or a traveler's check and collect any other money due to complete the sale. The Book Cash check should then be deposited into the store's bank account. Store owners and managers are strongly encouraged to brief all frontline staff about the program to avoid confusion and insure a smooth consumer transaction.

A Book Cash decal for the store's door or front window is being sent in the February white box mailing to stores with Book Sense. It is also suggested that booksellers place signs in the store, particularly at the cash-wrap, noting "Book Cash Accepted Here."

Questions about the Book Cash promotion should be addressed to ABA Director of Marketing Services Jill Perlstein via e-mail at [email protected], or call (800) 637-0037, ext. 1283. Specific cashier handling instructions are provided below.

CASHIER HANDLING PROCEDURES
(Please post in your bookstore.)

  1. Check all Book Cash checks for the Book Cash logo and the authorized signature of John S. Galinos.
  2. Verify the expiration date on the check. No expired checks should be accepted.
  3. After the cashier rings up the total purchase, including sales tax, he or she should process the check towards the purchase in the same manner as a traveler's check or a regular check. (No ID is required.) No change is to be given back to the consumer.
  4. The cashier must deposit the check into the store's bank account. All Book Cash checks must be deposited seven days after the expiration of the check itself. (For example, if the Book Cash check expires 12/31/02, the check must be deposited by 1/7/03.) It is recommend that checks be deposited on a nightly basis.