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message 1:
by
Senthilkumar
(new)
Aug 21, 2013 08:32PM

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It's a unit cost for the product: if the publisher thinks it will sell like gangbusters, they order a big print run, to maximise their profit through volume discounts on materials and production costs (and still occasionally take a bath if the book fails to sell in sufficient numbers). If they didn't think the book was marketable, they wouldn't have signed the author in the first place.
Anyway, the final selling price in stores is dictated by the retailer. The publisher can negotiate price promotions (usually at a cost to them e.g. increased discounts on wholesale) but the retailer is free to sell at a loss if they wish, as Amazon did with ebooks, in order to push the Kindle.