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ALTHOUGH TRADITIONALISM IN THE BOOK TRADE IN FRANCE HAS PREVENTED SUCH THINGS AS A TRUE MASS-MARKET PAPERBACK INDUSTRY AND DISCOUNTING, MAJOR STRIDES HAVE BEEN MADE IN SALES DOOR TO DOOR AND BY DIRECT-MAIL. SOME DIRECT TO CUSTOMER FIRMS ARE SPECIALIZED, OPERATING ONLY AT TRADE-FAIRS OR LOCAL FESTIVALS, BUT SOME LIKE HACHETTE CLAIM 50 PERCENT OF THE FRENCH MARKET AND EMPLOY AS MANY AS 1600 SALESMEN. IN 1974, OF FRANCE'S 388 FIRMS, 47 SOLD DOOR TO DOOR AND 226 SOLD BOOKS BY MAIL. MOST BOOKSELLERS STILL GIVE PRIORITY TO RETAIL SALES. A FREQUENTLY USED METHOD IS TO PLACE COUPONS IN NEWSPAPERS. THE CUSTOMER WHO SENDS IT IN RECEIVES A VISIT FROM A SALESMAN. ABOUT 70 PERCENT OF BOOKS SOLD ARE SOLD AT THE CLIENT'S PLACE OF WORK - NOT AT HIS HOME. SOME FORWARD LOOKING PUBLISHING HOUSES ARE WORKING WITH BOOK CLUBS AND CARRYING OUT AUCTIONS. BOOKSTORE OPERATORS HAVE BANDED TOGETHER IN MARKET STUDIES ON HOW TO MODERNIZE OPERATIONS.
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