ORLANDO, Fla. -- More so than in most nonfood categories, aggressive promotions are the key to a successful book program. Paperbacks will sell consistently alongside magazines, but major new book releases can drive traffic and create excitement in the store. They also engage the retailer's personnel to a greater degree, as most chains are content to leave the book aisle up to the direct-store delivery and in-store service provided by periodical distributors. While shippers of the latest ...
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