Book Sales at Airports

One question I get all the time: “How can I get my book into airport bookstores?” The simple answer? You have to be willing to pay for it.

When you walk by an airport bookstore and see stacks of a single title on front-and-center tables or highly-visible displays, those books are occupying prime real estate, and like any prime real estate, you have to pay a premium to occupy that space. In retail jargon, it’s known as a co-op placement fee. And it’s expensive. So expensive that it’s rare for a title to earn enough in book sales at that location to recoup the co-op placement fee.

Then why is airport placement so coveted? More than 2.6 million people travel through airports across the United States every day, which makes the airport market a captive audience of potential book buyers.

It’s not uncommon to see someone pick up a book in Hudson News while waiting for their gate to be called, leaf through the pages, then take out their phone and purchase that same book on Amazon. This could be for a number of reasons, either they don’t want the hassle of travelling with a book, they prefer e-books, or they know they can get the same book for a better price on Amazon or another online retailer. Regardless of the reason, the consumer is still purchasing that book because they saw it in an airport bookstore.

So, think about co-op placement fees as a marketing expense, not a distribution expense. When calculating co-op ROI, it’s important to consider not just the sales at the store level, but also the sales that are later made because a consumer noticed a book in the airport then purchased the title elsewhere.

Some genres seem to fare better than others in the airport market. For example, given the number of business travelers at airports at any given time, business books are perfectly suited for this environment. One of our titles, Age of Intent: Using Artificial Intelligence to Deliver a Superior Customer Experience (Amplify, 2019) is presently at Hudson News locations all over the United States; it’s a book about a transformational technology that’s being discussed in corporations and boardrooms all over the world, thus a perfect fit for the airport market. In the summer, you’ll notice a spike in vacation or beach reads, around the holidays, you’ll come across a lot of “new year, new you” titles.

And there you have the secrets of the airport book market.


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From the Publisher

By Naren Aryal

Welcome to Amplify.  

At Amplify, we publish top-quality nonfiction titles. Specifically, we’re all about business books, political and policy-related works, and current affairs issues that are starting conversations. That’s it. Nothing else.

We launched our first book in October 2018, but we’re not new to the world of publishing. Amplify is the first imprint of a company I co-founded fifteen years ago, Mascot Books. Mascot is a multi-genre house, publishing everything from children’s titles, to cookbooks, to fantasy/science fiction novels, to memoirs—and everything in between. But even book people have favorite genres, and, as CEO, I wanted to establish a new imprint focusing on the genres I enjoy most and where we’ve had growing success. In the last five years, we’ve had the opportunity to work with some really impressive authors in the nonfiction space: CEOs, subject matter experts, innovative thought leaders. A new imprint would give these authors and their big ideas a unique space in the publishing landscape and set their work apart. Amplify was born.

Amplify’s first release was Brainwashed: The Bad Science Behind CTE and the Plot to Destroy Football, a controversial look at CTE research and the way it’s represented in the media, by former NFL star and ESPN commentator Merril Hoge. In several ways, it embodies the core of what we look for in an Amplify title, beyond being well-written and thoroughly researched. Some agree with the stance Brainwashed takes, some disagree, but one thing is clear: it’s gotten people—journalists, players, and readers—talking. Brainwashed started a new thread in one of sports’ longest and loudest conversations. That’s what good books do.

In 2019, we’re continuing the momentum with The Age of Intent: Using Artificial Intelligence to Deliver a Superior Customer Experience by P.V. Kannan, the cofounder and chief executive officer of Silicon Valley-based [24], a leader in AI-driven customer experience software and services. Slated for release on May 28, 2019, the book shares P.V.’s take on how AI is helping the world’s leading businesses attract and retain customers through personalized, predictive, and effortless customer experience by redefining the way companies interact with consumers.

At Amplify, we believe content is king. Here, you can expect to find books from leading figures in business like Tae Hea Nahm and Bob Tinker; subject matter experts like Melissa Agnes (Crisis Ready); and budding thought leaders like Dave Frankland and Nick Worth (Marketing to the Entitled Consumer). With the 2020 general elections a little over a year away, we’ll rise to meet the slew of political titles hitting the market with some of our own from both sides of the aisle. We’re looking forward to new voices, growing partnerships, and great books in 2019. I’m glad you’re here and hope you’ll come along for the ride.

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