Comments on: Publishers Package Literature as Original Paperbacks to Lower Prices and Slow Returns http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/ Tendentious comments and cranky critiques by Lynne W. Scanlon P.E.A. (Publisher/Editor/Author) Wed, 07 Jan 2009 13:12:07 +0000 http://wordpress.org/?v=2.6.5 By: JD http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-130 JD Fri, 24 Mar 2006 17:32:32 +0000 http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-130 I think it all comes down to merchandising in the chains. If the only way to get a book in on the tables is to overprint it and hope for the best, then that’s what publishers are going to do. Unfortunately, it’s better to have a stack of books in a store (even if half of them come back) then to have a few books hidden in the stacks. And since it’s often cheaper to overprint than to try and match what you think the market will bear, it’s logical that publishers err on the side of excess. I think it all comes down to merchandising in the chains. If the only way to get a book in on the tables is to overprint it and hope for the best, then that’s what publishers are going to do. Unfortunately, it’s better to have a stack of books in a store (even if half of them come back) then to have a few books hidden in the stacks. And since it’s often cheaper to overprint than to try and match what you think the market will bear, it’s logical that publishers err on the side of excess.

]]> By: Tim Lemire http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-129 Tim Lemire Fri, 24 Mar 2006 17:18:21 +0000 http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-129 Too many books for too much money vying for the attention of too few people, in too few ways, over too short a period of time. Expectations too high, marketing budgets too low. Too few American adults graduating college (25%), too many entertainment alternatives -- to say nothing of too many better stories, of comedy and tragedy, on television. At least original paperbacks lower the price of books somewhat. That gives a new book a chance at a ball instead of a strike. Too many books for too much money vying for the attention of too few people, in too few ways, over too short a period of time. Expectations too high, marketing budgets too low. Too few American adults graduating college (25%), too many entertainment alternatives — to say nothing of too many better stories, of comedy and tragedy, on television.

At least original paperbacks lower the price of books somewhat. That gives a new book a chance at a ball instead of a strike.

]]> By: Andrew O'Hara http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-127 Andrew O'Hara Fri, 24 Mar 2006 01:30:57 +0000 http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-127 "Now they plan to publish paperback-only editions of “literature” written by... “lesser-known,” authors." Firstly, if 50 to 70 percent of their books ARE coming back, maybe they should send out 50 to 70 percent less? Why do I think in such simplisitic terms...I'm just old and dumb, I guess, and I don't buy 20 gallons of ice cream when it won't fit in my freezer. I love it--they have suddenly discovered there is "literature" out there that they are going to print in paperback (but they will continue to crank out "My Friend Leonard" and "Lipstick Jungle" in hardback). I hardly think so. Publishers are interested in salability--don't try to convince me they suddenly have an interest in "litrah-tour" (in paperback, remember). “Now they plan to publish paperback-only editions of “literature” written by… “lesser-known,” authors.”

Firstly, if 50 to 70 percent of their books ARE coming back, maybe they should send out 50 to 70 percent less? Why do I think in such simplisitic terms…I’m just old and dumb, I guess, and I don’t buy 20 gallons of ice cream when it won’t fit in my freezer.

I love it–they have suddenly discovered there is “literature” out there that they are going to print in paperback (but they will continue to crank out “My Friend Leonard” and “Lipstick Jungle” in hardback). I hardly think so. Publishers are interested in salability–don’t try to convince me they suddenly have an interest in “litrah-tour” (in paperback, remember).

]]> By: Peter L. Winkler http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-126 Peter L. Winkler Fri, 24 Mar 2006 01:01:21 +0000 http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-126 The problem is not necessarily the consignment model and the rate of return. The rate of return is a symptom. The actual problem is that bookstores and publishers consistently overestimate the potential market for books. They then compound this by spewing forth far too many books which are not advertised, promoted, or reviewed. Publishers refuse to do the work and $pend the money to create a demand for their products or at least create an awareness of their product among the book's potential readership. The unsold copies are the result of this failed strategy and are the end point of the dysfunctional process. <em>Note from the Wicked Witch of Publishing: Peter, right you are. And let's not forget the territorial imperatives and internecine feuds that go on behind closed doors in high places and by the watercooler in lower places in publishing companies. The result is a paralysis that renders change virtually impossible. Publishing needs a hero--someone who is "</em>admired for his achievements and noble qualities, and shows great courage." The problem is not necessarily the consignment model and the rate of return.

The rate of return is a symptom. The actual problem is that bookstores and publishers consistently overestimate the potential market for books. They then compound this by spewing forth far too many books which are not advertised, promoted, or reviewed.

Publishers refuse to do the work and $pend the money to create a demand for their products or at least create an awareness of their product among the book’s potential readership.

The unsold copies are the result of this failed strategy and are the end point of the dysfunctional process.

Note from the Wicked Witch of Publishing: Peter, right you are. And let’s not forget the territorial imperatives and internecine feuds that go on behind closed doors in high places and by the watercooler in lower places in publishing companies. The result is a paralysis that renders change virtually impossible. Publishing needs a hero–someone who is “admired for his achievements and noble qualities, and shows great courage.”

]]> By: Lynne http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-124 Lynne Thu, 23 Mar 2006 22:00:51 +0000 http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-124 I'm against pretending books are "sold," when they are really sitting on a shelf "on consignment," given the returns policy. What would you recommend to stop the flood of returns. Sure 2,000 books go out, but 50 to 70 percent come back. Is that okay with you? How would you handle returns in your ideal world of book selling? Let's hear your suggestion for remedying the problem. I’m against pretending books are “sold,” when they are really sitting on a shelf “on consignment,” given the returns policy. What would you recommend to stop the flood of returns. Sure 2,000 books go out, but 50 to 70 percent come back. Is that okay with you? How would you handle returns in your ideal world of book selling? Let’s hear your suggestion for remedying the problem.

]]> By: JD http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-123 JD Thu, 23 Mar 2006 20:55:55 +0000 http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-123 Without a returns policy none of these books would make it into stores. Chain stores are not going to buy 2,000 non returnable books from a "lesser known" literary author. Without a returns policy none of these books would make it into stores. Chain stores are not going to buy 2,000 non returnable books from a “lesser known” literary author.

]]> By: Cathy West http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-115 Cathy West Thu, 23 Mar 2006 14:20:20 +0000 http://www.thepublishingcontrarian.com/2006/03/22/publishers-package-literature-as-original-paperbacks-to-lower-prices-and-slow-returns/#comment-115 Remind me not to read your blog first thing in the morning. Your passionate prose makes me tired. In a good way of course. :) Just another bolt on the door of that mean old world of publishing for us 'unkowns'. It's almost getting to the point of 'why bother'. I shall go in search of my thicker skin now...I'm sure I have an extra one growing around here somewhere... Remind me not to read your blog first thing in the morning.
Your passionate prose makes me tired.
In a good way of course. :)
Just another bolt on the door of that mean old world of publishing for us
‘unkowns’. It’s almost getting to the point of ‘why bother’.
I shall go in search of my thicker skin now…I’m sure I have an extra one growing around here somewhere…

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