Application to iBooks problem: iTunes account already used for apps

Hi,
I work at a publishing company, where we have an iTunes Connect account we use to sell apps to the appstore. I'm trying to use this same account to distribute iBooks as well. So I go to the application portal at https://itunesconnect.apple.com/WebObjects/iTunesConnect.woa/wo/7.0.0.9.7.3.1
where it says you can submit multiple different media type using the same accoutn as long as you apply seperately for each. I choose Books from the dropdown, then fill in my First/Last name, AppleID, and password, check the box to agree, and then I get the following error:
"The iTunes Store account entered has already applied to distribute Apps on the iTunes Store. To continue with this application, you must enter a different iTunes account."
I don't understand this as it seems to contradict the other information about being able to sell multiple media types with one account. Am I supposed to make a new AppleID? A new iTunes account? What do I need to do to sell iBooks?
please help!
many thanks

I have registered with iBooks, but will also need to sign up to sell Apps really soon. Posts in the thread confuse me a lot, since they are mixed to the point of being mutally exclusive.
So do I really need a separate TIN/EIN and company or what?
I mean Apple is quite specific that I'll need another Apple ID for every time of content
"If you currently have an iTunes Connect account to sell another media type, you cannot create a second iTunes Connect account with the same Apple ID. You’ll need to set up a new Apple ID and use it to complete a separate book application."
But - really will Apple flag a mistake for using same legal address, company name and etc?
Still hope @sfomel is right and/or I'll be lucky not to face all the above mentioned problems.
Will definitely post here to tell how it went. In the mean time I suggest using that e-mail [email protected]
I did hear back from them.

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