A year later , the company became the first bookseller in America to discount books . It sold New York Times best-selling titles at 40 % off the publishersâ list price . In 1974 , Barnes & Noble became the first bookstore to advertise on television , and a year later , the company became the first bookseller in America to discount books , by selling New York Times best-selling titles at 40 % off the publishersâ list price .