Publishers' FAQ > Sales and Distribution > How do I increase my library and institutional sales? Does direct mail to libraries work?

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Every library has its own system for journal acquisitions but there are a few truisms to keep in mind: most libraries have strict quotas for journal acquisitions, and librarians are far more responsive to "user" requests than direct mail or catalogue ads.

We did a small, anecdotal survey of a handful of magazines that have tried to solicit library subscriptions using targeted direct mail. None had measurable success with their efforts. Because most libraries don't order direct but instead use agencies like EBSCO and Faxon, direct mail responses are at best extremely difficult to track. As one publisher said, "Checking for small blips in EBSCO and Faxon orders six weeks after dropping direct mail is hardly useful analysis. What's more, we certainly didn't see the kind of increase in orders needed to justify such a costly effort."

You may have some success strengthening library sales with a combination of small-scale efforts. If you are a regional or niche magazine, try small mailings to appropriate librarians. Have contributors, editorial boards, and volunteers put in requests at their local public or university libraries. Take out small display ads or pay a small fee for boldface listings in the major library catalogues. (Again, you probably won't be able to gauge the effectiveness of these efforts.) For a small per-conference fee, EBSCO will display your magazine at their exhibit booth at major library conferences around the globe. They also provide sample issue request forms, so librarians can contact you directly for sample copies. If the librarian then wants to subscribe, he will order the subscription through the agency. EBSCO is has a similar sample program online.

There is a vast number of subscription agents operating in the United States and beyond. Many will list your publication in their catalogues at no charge. A comprehensive listing will be posted on this site in early 2001.