We can help with:
Accelerate your career
Join us today
Book an event
Pitch your work at our flagship Literary Speed Dating events.
Learn how to nail your pitch to publishers and literary agents.
We advocate for members
Stay in the know
Stay in the know with industry news and ASA views.
Search our resources
Find ASA members
FAQs on publishing and more.
Member only guide to the Australian book industry.
MIN READ
Behind the Book is the ASA’s series of articles demystifying the book publishing industry and providing behind-the-scenes insights from industry professionals.
In our latest article, we look at distribution — a vital aspect of the publishing process that is often little understood. What exactly is a distributor, and how do they work alongside publishers? Does distribution in Australia pose unique challenges? And what do those working in distribution wish more authors knew about the work that they do to get books into the hands of readers?
In this article, we hear from Riikka Dunn, the Director of Distribution at Alliance Distribution Services (ADS), a division of Hachette Australia, and Matthew O’Brien, the Operations Director for Penguin Random House Distribution.
Distributors connect publishers to booksellers and, ultimately, customers. Riikka describes the distributor’s role as ‘acting like a bridge between the publisher and the customers who buy books.’ She elaborates, ‘Our role is to manage the physical journey of books — from the moment they arrive from the printer to when they reach bookstores or other customers. This includes storing books in warehouses, processing customer orders, and working with freight partners to deliver them. We also manage customer invoicing and collections, and process payments to publishers in line with agreed terms. In addition, we manage returns in line with agreed policies, including reviewing requests, receiving stock, and processing it accordingly.’
This key role — after all, no one can read your book if they can’t get their hands on it — lends itself to a close working relationship between the distributor and the publisher. Matthew explains, ‘Distributors collaborate closely with publishers to achieve the best possible outcomes for both the publisher and retail customers, primarily by ensuring books are available on shelves for consumers. This involves coordinating the release of new titles as well as managing the storage and availability of a large backlist of titles held in Australia.’ And while Penguin Random House Distribution handles, as you might expect, distribution for PRH, Matthew notes that, ‘like most major distribution centres in Australia, we also provide distribution services for other publishers.’
One group with whom the distributor regularly collaborates is the publisher’s sales team, to make sure that, as Riikka says, books are available at the right time. She explains, ‘They align on release schedules for new titles and coordinate when books will reach the market. Sales teams keep distributors informed about promotions, campaigns, and special offers, while distributors provide updates on shipping and support the resolution of any issues that arise along the way.’
To maintain the strength of the essential relationship between publisher and distributor, communication is of paramount importance. Riikka says, ‘This partnership works best when information is shared early, allowing both publisher and distributor to plan and deliver efficiently.’
To put it briefly: it depends. Matthew points out that the timeline can ‘vary dramatically’ depending on where the book was originally published. ‘Books printed locally can be available in a few days once printed, but books which are imported from markets such as the UK and US can take as long as two to three months to be available.’
Riikka notes that it ‘may take anywhere from a day to several weeks’ for the books to get to the distributor. Once they arrive, it usually takes a few days to process them, and then they’re ready to be ordered. The next step on their journey is the retailers and then, hopefully, the hands of many eager readers.
Both Riikka and Matthew agree on this point: Australia’s immense size can make it tricky to get books where they need to go. Another obstacle is its relative geographic isolation, which makes deliveries to and from other countries complicated. Once again, Riikka emphasises the importance of communication and preparation in mitigating these challenges, ‘Ensuring books arrive as efficiently as possible, whether to a city bookstore or a remote location, requires careful planning and coordination.
The publisher makes any restocking decisions – it is the distributor’s job to execute those decisions. Matthew describes the distributor’s role as a ‘logistics service provider’ and says, ‘We hold only the books the publisher decides they wish to hold and sell.’ Riikka said: ‘Publishers make final decisions on reprints and restocking. The distributor’s role is to support this by receiving new stock efficiently and fulfilling orders quickly, particularly during periods of high demand.’
Our interviewees’ response to this question brings us full circle to the initial assessment of distribution as unseen –and often misunderstood – but absolutely essential. Matthew points to the significant amount of jobs that distribution accounts for in the publishing industry, and notes that the business is ‘large and complex,’ underlining this point with some pretty impressive stats: ‘Penguin Random House Distribution is the largest in the country, with storage capacity for over 70,000 different titles and around 24 million books.’ Riikka similarly highlights the sheer amount of people working together to make the work happen, ‘Behind the scenes, many people work together with a shared purpose: getting books into readers’ hands as smoothly and safely as possible.’
As far as what they’d like to share with authors, Riikka wants people to know that distributors are ‘passionate readers’ who ‘genuinely care about the stories we help deliver.’ She goes on, ‘It’s detailed, often unseen work, but it plays an important role in connecting books with readers everywhere.’
Meanwhile, Matthew urges authors to plan ahead. Since many moving parts of distribution demand ‘strict processes and well-structured operations,’ there isn’t much room for improvisation. He says, ‘A disciplined and consistent approach is what enables a distributor to successfully service thousands of customers across the country with books from thousands of authors each day. As a result, it can be difficult to accommodate last-minute requests, so planning ahead is always helpful when you need your books.’
If you’re an author seeking distribution for your work, you can find a list of distributors in our Book Industry Directory. Or, if you have more questions about distribution, you can seek professional advice through the ASA’s free Member Advice Service.
