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Troll Moving Distribution to AMP
Jim Milliot -- 5/1/00

In a bid to increase its sales through the retail channel, Troll Communications has reached an agreement with Andrews McMeel Publishing for AMP to be Troll's exclusive distributor to the trade market. Currently, AMP is using independent reps to sell to the trade and is shipping books itself, with Penguin handling the back-office functions. Under the new agreement, which g s into effect June 1, all sales and fulfillment will be done by AMP.

Best known for its book fairs and school book clubs, Troll publishes 100-130 children's books annually, ranging from hardcovers to book-plus packages. The retail market represents about 5% of Troll's total revenues, but Candy Lee, Troll president, told PW she expects that figure to rise to 15% within a year. "We clearly publish books that appeal to children, but we haven't spent enough time penetrating the trade market," Lee noted. Lee said she is particularly excited about the deal because of AMP's ability to reach both the traditional bookstore market and the gift and mass merchandise markets.

AMP will begin accepting Troll orders May 25; Troll will accept returns from now until August 25, at which point returns should be sent to AMP.

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