Reluctant buyers are eventually triggered into building up their stock by the students. Only a small number of booksellers stock monographs and high-priced reference books; such books are supplied by bookshops in response to orders. However academic reps also sell titles more dependent on retail exposure, these may be used by students as background reading or for reference. One example is OUP series of Very Short Introductions. A crucial aim is to get bookshops to stock and display the books. Booksellers are encouraged to distribute promotional material and to mount special displays at back-to college time. Another activity is setting up and attending exhibitions at academic conferences. Large firms employ full-time staff solely for UK and European conferences. Against the background of the decline in campus bookstores and the reluctance of booksellers to hold stock of academic titles, conference exhibitions provide an opportunity for academics to see the main titles. During term time reps usually visit two to three secondary schools per day or up to five primary schools. Large primary schools warrant coverage similar to a secondary school. The number of schools visited per day is related to their proximity. Educational publishers usually hold two or three sales conferences a year, before the opening of terms, at which the commissioning editors present the new books and digital resources. The marketing/sales manager directs the priorities. The reps relate what they are told at the centre to their particular areas and schools. Conferences enable the reps to report on sales, and on the response from their schools.
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