Advantage and Cost of "Co-op Placement"

Self publishing is great. It's easy, you retain full control over the content, and you keep a larger portion of the profits.

But in terms of marketing, traditional publishing houses have a great advantage since they have powerful arrangements with major book retailers.

One such arrangement is called "co-op placement."

The term might be foreign to you but you'll remember the selected stack of books that greet you on "stepladder" bookcases the minute you enter a Barnes & Noble or Borders...

Those immediate stacks right by the entrance door is prime real estate for book sellers, followed by the "tables" again stacked with selected titles. Try getting your self-published book on those stepladders or tables! It won't happen.

Did you know that the publishers pay these chain bookstores anywhere between $20,000 to $40,000 per title to have their favorite authors' books displayed on those stepladders?

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Ugur Akinci is a senior writer with 20 years of experience.

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