To sweeten the deal, Santat signs each hardcover copy, bundles it with a “limited edition mystery unpublished art print,” and gives each customer access to a downloadable behind-the-scenes PDF book. Santat reports that 65% of the preorders come from fans and 35% from those who happened upon the offer and like the idea. Nelson’s would otherwise have stocked, according to general manager Andrea Vuleta. Despite very little publicity-Santat was simply too busy to promote the idea beyond a few online bulletins-the arrangement has pulled in 85 orders and counting, more than eight times the number of copies Mrs. The pre-order “experiment,” as Santat refers to it, began in February with a blog post on his site.
Nelson’s Toy & Book Shop, which pockets the profits. Gearing up for the release of his latest graphic novel for kids, Sidekicks (released July 1 from Scholastic), California-based author-illustrator Dan Santat ( Chicken Dance, Oh No!: Or How My Science Project Destroyed the World) developed a scheme to support his local independent bookstore through pre-order sales: buy a copy of Sidekicks through Santat’s own Web site (for $25-a penny more than the cover price-and Santat will buy your copy from LaVerne, Calif.
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