One can then be anchored in the reference department while the others are circulated to the public. Purchases by libraries undercut store and direct mail sales. Experience shows just the opposite. Getting exposure through libraries can create demand in bookstores and increase direct ordering from the publisher. Some thrifty buyers want to try out the product before buying it themselves.
Librarians have good memories for imprints, unlike most general consumers.
A publisher advertising regularly in the library media and trade publications wins not only recognition but also respect and credibility. Over time this translates into extra sales, as well as stimulating near-term revenue from specific titles featured in the ads. Review managers for the library media and trade publications are evenhanded, and sometimes go out of their way to assign reviews of titles from smaller and less-known imprints, because it is in the interest of the libraries and their patrons to get as broad an overview of publishing as is practically feasible. School adoption procedures, including those for supplementary materials, are quite different from those for school libraries, not to mention the substantial differences from public, academic and special libraries. Each sector has specific needs and thus requires different marketing activities.