on Jane Friedman site:
As a small and new indie publisher, it’s hard to sell even 100 copies of a book in a month, let alone every month. Bookstores will give you the runaround of why they can’t stock your book because of such-and-such ordering policy. If a book is not published with advance notice and it’s by an unknown author and an unknown publisher, that’s three strikes for most major accounts and you’re not even considered.
Many new publishers thus believe that gaining access to trade distribution would be the holy grail of their publishing quest. But like all things that we think we want, the results are not exactly what you might expect.