To study opinion of pulishers about kind of media in introducing and selling books

Advertising is an important and essential factor toward reaching prompt achievement of goals and it has not only a significant position, but also a determining role in economic, cultural and social activities. Regarding the fact that one of the primary steps of book publishing is selling books, book publicity through a variety of media may be one of the most efficient methods of publisher's books sale. The main purpose of this study is identifing the most effective mass media and its impacts on book advertising and sale. Hence, we go through a principal question titled “What is the relationship between book sale and book advertising in mass media?” and a subsidiary question “Which medium includes most influence on book advertising and book selling in Khorasan? Afterwards, we utilize the publisher's opinions in this case. The methodology of this research is practical and by using the statistical formulas, the statistical population includes randomly selected 153 units among 254 active publishers in Khorasan who completed questionnaires. After collecting the questionnaires and analyzing the research outcomes, the results are indicative of a meaningful relation between publisher's book sales and book advertising in the mass media that confirms the main research theory.