In a consumer rebate program announced this week, the first printings of select Thomas Nelson titles will feature a Launch Rebate sticker on the front cover that offers an additional discount to consumers. Soul Cravings by Erwin Raphael McManus (Nelson Books) is the first title to release with this rebate offer.

The rebate is aimed to decrease a newly launched book's price during its first 30 days at retail, a “critical period,” a Nelson statement said. “We are always looking for new and better ways to connect authors with readers and Launch Rebates are another,” said Vice President of Marketing Greg Stielstra.

The rebate program is expected to increase sales, but not work, for book retailers, the statement said. Stores can advertise the “price after rebate” to generate traffic, then simply ring the sales and give the customer the receipt, with the customer responsible for the rest. The rebate expires 90 days after the date on the consumer's sales receipt.

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