(Project Report) M.Pub.
The book market has grown less profitable for the publishers of midlist books. At least part of the problem is the expensive practice of co-op advertising—the payment of subsidies by publishers to retailers to offset part of the in-store advertising expenses—which has raised costs above the marketing budgets typically allocated to most midlist books by small and mid-sized publishers in Canada. In contrast, the bestsellers (and those titles that are expected to become bestsellers) typically have the budgets to buy the best in-store positioning which is perceived to contribute to higher sales. To reverse the shrinking sales of midlist books, a number of publishers are looking to the web with its growing online book vendors and developing social networking applications for a more competitive environment in which to promote and sell their midlist books.
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