The folks at Malaprop's Bookstore & Cafe in Asheville, N.C., like those at many other independents, find author appearances to be an important tool for generating sales and interest. But although the store has gained national notice with two PW Bookseller of the Year awards, it remains far south of the beaten path for most author tours. Now, all that may be changing, thanks to an ambitious new approach to readings and events Malaprop's has developed in the last year.

According to owner Linda Barrett, one of the difficulties in attracting authors is getting book sales figures that mirror local enthusiasm. "One can host a packed author appearance, but if book sales don't reflect that, publishers fail to notice."

The solution for Malaprop's has been to make the purchase of the author's book a ticket to the event or reading. If the book hasn't been released yet, the customer's receipt for the advance purchase will serve as the admission ticket. So far, this approach has been so successful that the store regularly receives calls from publicists at Random House and other major houses.

Barrett told PW that the advantages to this system are many. "Among the things authors love the most is speaking to a group that has read their current book, not just the general public," she said. "In turn, the audience feels they, too, are part of an exclusive group and are participating in an event that not everyone can just show up at."

For a recent appearance by Deepak Chopra, the store rented an off-site space that was able to seat 325 people, each of whom had purchased a hardcover copy of Chopra's How to Know God (Harmony Books). The seats were quickly filled, and about 150 customers were turned away. In total, the store was able to sell 500 copies of the book, and the author was delighted that the audience he spoke to had read it. Similar successes included appearances by David Sedaris, which presold 350 copies of Me Talk Pretty One Day (Little, Brown); and Coleman Barks, editor of the Illuminated Rumi (Broadway), which sold 200 copies. Events for Stephen Mitchell and Armistead Maupin also rang up book sales over the 200 mark.

Promoting the sale of hardcover books is one of the most appealing aspects of this tactic for publishers. While those who come to see a touring author will often buy a book, many tend to choose a less expensive backlist or paperback title. When the hardcover purchase is the only way to see an author, readers are more willing.

PW spoke with other stores who have used the book-as-ticket model for large author events. Tickets to J.K. Rowling's appearances on her latest Harry Potter tour were often available only with purchase.

While not every author or book is right for the book-as-ticket approach, the sale of hardcover books does translate to advance hard cash for many stores, and that's the real winning ticket.