"This program was launched because scores of drivers are stopping at our warehouse, calling, mailing and e-mailing us to purchase new titles that they are unable to find in retail locations," said George Lovato, Jr., chairman and CEO.
Truckers will be able to purchase titles directly from Americana at a 20 percent discount to the retail price. These 2,000 trucking companies being contacted represent about a half million drivers, according to Americana. “We anticipate that this direct-to-trucking-company program will generate 2,500 to 4,000 new customers over the next year," said Lovato.
He said that although Americana's titles are sold in truck stops around the country, the sell-through rate is such that truck drivers are having difficulty finding the product and maintaining the continuity of any given book series. The Company currently has approximately 450 book titles and should have well over 500 by year-end, which it sells through the Internet, retail stores and libraries as well as major truck stop distributors.
