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MAY 12, 2007 at 8:54 PM
Posted by GERI
Source: Telegraph.co.uk
An interesting article
about the publication of Harry Potter and the Deathly Hallows analyzes the ramifications of low prices and how they affect booksellers in the UK. It mentions that regardless of how much the publishers, Bloomsbury, sells the books, outlets compete against each other to offer the best prices for fans and state that while they will not be making a large profit, lower prices leads to foot traffic and the hope that those people will buy other items in the stores.
Gerry Johnson, the managing director of Waterstone's comments that:
We look at Harry Potter in the round in terms of our commercial position. We see it as beyond just a book. The most exciting thing about it is that it will be the biggest day of footfall in the whole year. It is good to see that number of people in the stores and they will like what they see.
Meanwhile independent bookshop Crockatt and Powell posted on their site a catchy plea "C'mon folks, cancel your pre-orders at the giants and help us give a little back," stating that they will sell the book for full price and donate £9 to the local primary school to spend on books for its library.
In marketing terms, enticing customers to a store by lowering the price of one key item is called loss leader and it's not that uncommon. But Minna Fry, Bloomsbury's marketing director, calls the excessive discounting of Potter "distressing," and adds:
We are trying to price it at what we think it is worth and let everyone else decide how they are going to sell it. But it really is frustrating.
The retailers are purely after market share. It is so distressing. With something as premium as Harry, I don't think any other business would chop their leads to nothing. We don't want to feed the bunfight and don't see it as our place to do it.
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Prefect
Points: 384
Hedwig101 says:
The fact that they are putting so much of a discount must make it harder for the little bookstores. Also, did you see what they said about the biggest footfall? It even beats christmas, which I know has a huge rush because my sister worked at a big bookstore.
Posted May 12, 2007 at 8:58 PM EST
Prefect
Points: 381
Q.S says:
It is going to be the fastest selling book in the world. They're going to make a profit from it. They should discount it to a valuable price. I'm going to get it the day it comes out.
Posted May 12, 2007 at 9:01 PM EST
Order of Merlin, 2nd Class
Points: 1648
Scorpius Malfoy says:
Yeah, here in the US prices are getting lower and lower by the day!
Posted May 12, 2007 at 9:06 PM EST
Points: 360
ladybug says:
No profit? Yeikes...then what's the point in selling it?
Posted May 12, 2007 at 9:07 PM EST
Auror
Points: 3659
Anastasia Popovick says:
I find it hard to believe that profits will be cut that much. There will be so many sold there should still plenty of profit. It is expected that the costs should continue to drop daily. As they change from hard back to paperback the prices drop. When mas producing so meny books the cost must drop quite a bit as well. I'm sure all will be fine.
Posted May 12, 2007 at 9:19 PM EST
Witch
Points: 958
Ron+Hermione says:
Wow. No profit? That must suck for a lot of people. Its nice to hear what independent bookshop Crockatt and Powell are doing though. I think thats really nice. :)
Posted May 12, 2007 at 9:20 PM EST
Auror
Points: 2317
loopy looney says:
I thought that selling a book like this would be a great money making thing, but i guess i can see now why it would not be :D
Posted May 12, 2007 at 9:21 PM EST
Points: 2731
Tri Wizard Champion says:
Yeah i think i will just go to a little corner books shop in the city somewhere on the day, just pop in and grab myself a copy. They'll probably only have like 10 or so, and they will be more expensive, but oh well..
Mr. James
Posted May 12, 2007 at 9:31 PM EST
Order of Merlin, 3rd Class
Points: 1582
ALLI8 says:
That is alittle odd. I have notised that in the US too, like on amazon, they're prices drop almost monthly. I remeber buying the 6th Harry Potter book presale on amazon for only like 20$. When it was supposted to be like 25 or something. I still don't get why they do this, it is just a book. A great one however.
Posted May 12, 2007 at 9:37 PM EST
Witch
Points: 797
magically delicious says:
I'm not going to complain about the low price when I'm getting the book for less than the list price, nor will I complain about the price falling daily. It enables someone of lower means to get their paws on the final book in an incredible, world-changing series. Not a bad thing!
Posted May 12, 2007 at 9:40 PM EST
Head Girl
Points: 443
svd2793 says:
This is just weird. For one thing, when I go to by HP#7, I'm not gonna hang around the store and buy lots of other stuff. I'm gonna buy Harry and Harry only and get out of the store as quickly as possible to read it.
Posted May 12, 2007 at 9:42 PM EST
Prefect
Points: 381
Q.S says:
Who cares if they're not getting any profit. Main thing is that we enjoy Deathly hollows. I'm going to start readind the hp series again.
Posted May 12, 2007 at 9:54 PM EST
Professor
Points: 1096
Octavian Petronius says:
For some reason I don't really see the big issue. People have always competed with prices and there must be some economic sense to it all.
Posted May 12, 2007 at 10:05 PM EST
Mrs. Draco Malfoy
Points: 27909
Arika Granger Malfoy says:
That stinks...but it is true...people want more people to buy the books so they just keep lowering prices and dont make money
:(
Posted May 12, 2007 at 10:11 PM EST
Witch
Points: 712
i brake for thestrals says:
ooh thats really interesting.. I've never thought about it but yeah its true. I do feel bad for small bookstores.. just like any other small company they struggle against the big ones.
Posted May 12, 2007 at 10:15 PM EST
The Keeper of Time
Points: 2606
krisie says:
I would buy the book at any price. That is how much I want to read it. I can understand why some places are giving a discount. If it gets people to buy it than why not.
Posted May 12, 2007 at 10:17 PM EST
Hogwarts Social Worker
Points: 3671
SnoopyLover says:
Not quite sure about this. There are lots of people who can afford the book at the regular retail price, but some need for the book to be cheaper, like younger kids who get a small allowance or something. Plus, big stores don't need the profit as much as independent booksellers. Seems as though everyone can't win...
Posted May 12, 2007 at 10:17 PM EST
Seer
Points: 15207
Brittany Radcliffe says:
I have never bought a HP book for full price, or the price it says on the inside cover.
Books-a-Million usually sells it for like 40% off or something like that. I wind up paying like $20 something instead of 30 or 40 (depending on book).
Posted May 12, 2007 at 10:19 PM EST
Vertigo Swinger
Points: 4011
Topher2707 says:
Well, If they want people to buy it in bookstores, then they shouldn't put a ridiculous price on it. I mean, yeah, it's Harry Potter, but a bunch of pages binded together is not worth $35, regardless of how good the story is. I ordered from Amazon, and it's only going to cost me $20 with shipping and handling, and that is much more reasonable.
Posted May 12, 2007 at 10:54 PM EST
Auror
Points: 2861
mad_eye muggle says:
Wow!Interesting article.I was shock to know that their is no profit,so what's the point of their business.Isn't profit the reason why people do business.HP RULES!
Posted May 12, 2007 at 11:11 PM EST
Witch
Points: 829
HPMommy says:
Well I think that regardless of the price cuts everyone is after the same thing...more money. Weather they push other Potter products on customers or other items they are all out for the almighty dollar. The only idea that would have made me cancel my preorder is if I had a book store in the area that was doing the same as the one above and give some of the money to local schools. That is the only nobel idea.
Posted May 12, 2007 at 11:29 PM EST
Auror
Points: 2651
Tokio Hotel Fan says:
That is vary intesting. There is so many HP fan why are they so worried? I don't get this kind of stuff. It is to hard.
Posted May 13, 2007 at 12:47 AM EST
Witch
Points: 896
QueenOfAmouraq says:
I'm sure no one has to worry about selling enough Harry Potter books because so many people want to know what happens to him that they'll go everywhere for the last book. Some people will go to the small bookstores because they don't have to stand in a huge line during the release. I'm personally avoiding any line and having it delivered to my house. But anyone who's selling the book will do just fine.
Posted May 13, 2007 at 1:30 AM EST
Head Girl
Points: 472
hedwig86 says:
Yeah its a different price then when I preordered it and that wasn't that long ago! Sucks that they can't make that much of a profit but I can't complain, the cheaper the better for me!
Posted May 13, 2007 at 2:33 AM EST
Auror
Points: 2081
kermittounette says:
I think that even if Harry Potter was sold about around 50 box I would try to get it anyway... so it isn't a question of money for fans...
Posted May 13, 2007 at 2:34 AM EST
Dragon Rider
Points: 4437
~MalfoyPotter~ says:
Maybe they should cut the discounts if they want to get a profit... Luckily I pre-orderd it already. But its what we thinks that counts :)
~MP~
Posted May 13, 2007 at 4:10 AM EST
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