[QUOTE=dropzone]
FIFTY BUCKS! [del]I wouldn’t pay fifty bucks to read Genesis in Moses’ own hand![/del] Er, I mean, my, that’s an optimistic price they put on that book. Do you think they have somebody who has analyzed their pricing structure in light of a book’s potential audience and how reducing the price might increase sales so that the same–or more–money will come in? And that increasing the publisher’s exposure to that audience might help move other items from their catalog? Y’know, the way every business except publishing works?
[/QUOTE]
The price structure in publishing may seem random, but it does actually make sense most of the time. I am typically told by publishers to make the book fit into a specific number of pages so that they can keep paper costs under control.
When you get into a very specialized market, as Cal did, the total market is limited. People who won’t buy a $50.00 book about the life cycle of Amazon leaches probably won’t buy it for $5.00, either. I was rather aghast when my last techie book hit the streets for $50.00 (and it has since gone up), but the publisher explained their estimates of the total market, and how much in up-front cost has to be amortized over that print run. It’s not just the cost of the paper. It’s the cost of the editor, proofreader, copyeditor, indexer, designer, cover designer, purchasing rights to photos, six peer reviewers, flyers mailed to appropriate schools and stores, advertising, and so forth. The whole process can easily cost the publisher $20,000 (1).
If you can sell 100,000 copies, then you’re only looking at a paltry pair of dimes per book to recover that cost. At 2,000 copies, it’s suddenly $10.00 per book. Mark the price up as the book goes through distribution, and it becomes $20.00 per book. Thus, the $30 book turns into a $50 book.
For highly specialized textbooks, they may only sell 500 before it has to be updated. Now you’re adding $80 to the price, and the $30 book becomes a $110 book. It’s painful, but it’s not arbitrary.
(1) I’m not including the author advance in there, since it’s a draw against royalties, and the royalties are standardized as a percentage of the book price.