Rare Book Monthly

Articles - May - 2010 Issue

<i>Survey Results:</i> Should Book Fairs Offer a 20% Discount on All Items?

B-fairpressure

Book Fairs: A great tradition under increasing pressure.


By Michael Stillman

Last month we offered a proposal to jumpstart book fairs, in the doldrums for several years, and included a survey to see whether you liked our idea. That idea was to require that everything displayed at the show be offered for 20% off the most recent online price. The purpose was twofold. Encourage more people to make purchases at the fair, but even more importantly, get more people to attend the fairs. Most fairs have seen lowered traffic and many have been discontinued. In this age of the internet, many collectors never even meet their dealers. But, everyone loves a deal. Here, we thought, is a way to use that time-proven marketing tool to bring collectors back to the fairs.

Many of you agreed with us. In fact, a majority did. 61% voted in favor, 39% against. Not surprisingly, collectors were overwhelmingly in favor - 91% favored the discount, 9% opposed (the one librarian who voted was also in favor). Booksellers were not so enthusiastic, but interestingly, their split was much closer than that of collectors - 44% in favor, 56% opposed.

Collectors were less likely to comment on the subject than dealers, but among those who did, they argued that books at fairs tend to be expensive, some adding that they go elsewhere, online or at auction, to buy. Wrote one collector, "I often see items at fairs of interest but then purchase for a lower price elsewhere after shopping the internet book sites." Another commented, "Books are worth what someone is willing to pay for them, not whatever dealers wish the price to be. I find most dealers would rather hold onto a book for years, or perhaps forever, rather than sell it for what the market is willing to pay." Another was somewhat cynical whether discounts would work, observing, "'Discounting' a price is meaningless if the prices are already inflated by 20%, right?" Another stated that he/she preferred a straight discount to having to "haggle" over price. Still another collector, though favoring discounts, said, "I would rather see good and rare pieces, especially ephemeral pieces at the moderate range, the sort you don't usually see, but are must haves on the viewing."

The prevailing view among dealers who favored the proposal could be summed up by one who commented, "seems nothing else will motivate shoppers and will hopefully bring in more people." Those booksellers who opposed the mandatory discounts had a variety of concerns. Among them, some dealers said they already price low, leaving little room for further discounting. Others noted that many customers won't buy unless given a negotiated deal, but this would leave no margin for negotiations. One issue that frequently arose is that dealers normally give each other a 20% discount, but this practice would have to be discontinued or the discount effectively raised to 40%, untenable for many. Other issues mentioned included creating an image that the books were overpriced to begin with, the cost of participating in fairs may be hard to cover with discounted prices, and some prefer to save their special considerations for regular, repeat customers. Several booksellers stated that they would prefer to see more advertising and marketing of fairs, rather than resorting to discounts to create interest.

Among the comments from those dealers who favored discounting were the following.

"If you sell online through Abe, Alibris or Amazon you are probably already losing 20-25%. Why not give it to the customer?"

"Fabulous idea to promote Fairs. Like it or not, we are all of the 'discount mentality' these days, and the internet is king as far as price goes. Might as well discount up front, create that positive expectation for buyers. A real challenge will be that buyers believe our prices are competitive to begin with. You know, the old 'they just raised the prices to say they have discounted it 20%.'"

"Anything that makes them [fairs] more successful has to be worth a try!"

"Yes, but not by 20 per cent. Acquisition costs are rising exponentially at the same time that retail prices are dropping. I regularly offer ten."

"My teenagers have also caught the collecting bug, and would love to be able to afford more special books."

Rare Book Monthly

  • <b>Swann Auction Galleries Sep 27:</b> Franklin H. Brown, <i>State Sovereignty, National Union,</i> Chicago, 1860. $6,000 to $9,000.
    <b>Swann Auction Galleries Sep 27:</b> Thomas Paine, <i>The American Crisis,</i> Fishkill, NY, December 1776. $25,000 to $35,000.
    <b>Swann Auction Galleries Sep 27:</b><br>The Aitken Bible, Philadelphia, 1781. $20,000 to $30,000.
    <b>Swann Auction Galleries Sep 27:</b> Francisco Loubayssin de Lamarca, probable first edition of the first novel set in the Spanish New World, Paris, 1617. $15,000 to $25,000.
    <b>Swann Auction Galleries Sep 27:</b> Juan de la Anunciación, <i>Sermonario en lengua mexicana,</i> first edition, first book of sermons in Nahuatl, Mexico, 1577. $30,000 to $40,000.
    <b>Swann Auction Galleries Sep 27:</b> Maturino Gilberti, <i>Thesoro spiritual en lengua de Mechuacá,</i> first edition, Mexico, 1558. $15,000 to $25,000.
    <b>Swann Auction Galleries Sep 27:</b> Commission of William O. Stoddard as secretary to the president, signed by Lincoln, Washington, 1861. $7,000 to $10,000.
    <b>Swann Auction Galleries Sep 27:</b> <i>Clay and Frelinghuysen,</i> flag banner, circa 1844. $8,000 to $12,000.
    <b>Swann Auction Galleries Sep 27:</b> Daguerreotype of a man believed to be Frederick Granger Williams Smith, son of Joseph Smith, circa late 1850s. $10,000 to $15,000.
    <b>Swann Auction Galleries Sep 27:</b> John C. Wolfe, <i>Portrait of Abraham Lincoln,</i> oil on board in period wooden frame, circa 1860s. $12,000 to $18,000.
    <b>Swann Auction Galleries Sep 27:</b> Francis W. Winton, manuscript on pow-wows with indigenous Canadians, 1881. $15,000 to $25,000.
    <b>Swann Auction Galleries Sep 27:</b> Family letters from two young daguerreotype artists, 1826-79. $10,000 to $15,000.
  • <b>Leland Little: Important Fall Auction. September 22, 2018</b>
    <b>Leland Little, Sep. 22:</b> Published Half Plate Ambrotype of a North Carolina Confederate Officer. $2,000 to $4,000
    <b>Leland Little, Sep. 22:</b> Two 19th Century Books Pertaining to Canada's Red River Settlement. $400 to $800
    <b>Leland Little, Sep. 22:</b> Two Books With Fore-Edge Paintings of British Architectual Landmarks. $400 to $600
    <b>Leland Little: Important Fall Auction. September 22, 2018</b>
    <b>Leland Little, Sep. 22:</b> Andy Warhol (American, 1928-1987), "Torte a la Dobosch" from <i>Wild Raspberries</i>. $1,000 to $3,000
    <b>Leland Little, Sep. 22:</b> Keith Haring (American, 1958-1990), <i>Pop Shop II,</i> One Plate screenprint in colors, on wove paper, 1998. $8,000 to $12,000
    <b>Leland Little, Sep. 22:</b> Thomas Rowlandson (British, 1756-1827), Twenty-Two Prints from the <i>Tours of Dr. Syntax</i>. $500 to $1,000
  • <b>19th Century Shop:</b> Charles Darwin on sexuality and the transmission of hereditary characteristics: Autograph Letter Signed to Lawson Tait. Down, 17 January [1877].
    <b>19th Century Shop:</b> MILTON, JOHN. <i>Paradise Lost. A Poem written in ten books.</i> London: 1667. A very rare example with the contemporary binding untouched and with a 1667 title page.
    <b>19th Century Shop:</b> Hamilton secures the ratification of the Constitution: <i>The Debates and Proceedings of the Convention of the State of New-York, assembled at Poughkeespsie, on the 17th June, 1788.</i>
    <b>19th Century Shop:</b> The social contract “Man is born free, and everywhere he is in chains”: ROUSSEAU, JEAN-JACQUES. <i>Principes du Droit Politique [Du Contract Social]</i>. Amsterdam: Michel Rey, 1762
    <b>19th Century Shop:</b> “The first English textbook on geometrical land-measurement and surveying”: BENESE, RICHARD. <i>This Boke Sheweth the Maner of Measurynge All Maner of Lande…</i>
  • <b>Bonhams: Exploration and Travel, Featuring Americana, Part I. September 25, 2018</b>
    <b>Bonhams, Sep. 25:</b> Shackleton, Ernest. <i>Aurora Australis.</i> Printed at the sign of 'The Penguins'; East Antarctica, 1908. $70,000 to $100,000
    <b>Bonhams, Sep. 25:</b> Shackleton, Ernest. <i>South Polar Times.</i> 1st edition, limited issue. from the library of Michael Barne. $20,000 to $30,000
    <b>Bonhams, Sep. 25:</b> General Washington's <i>Proceedings of a General Court Martial... of Major General Lee.</i> Philiadelphia, 1778. 100 copies printed for Congress. BOUND WITH: ...Court Martial... of St Clair and ...Schuyler. $25,000 to $35,000
    <b>Bonhams: Exploration and Travel, Featuring Americana, Part I. September 25, 2018</b>
    <b>Bonhams, Sep. 25:</b> <i>The Voice of the People.</i> Boston, 1754. Rare pamphlet on the Excise Tax. Nathaniel Sparhawk's copy. $4,000 to $6,000
    <b>Bonhams, Sep. 25:</b> Autograph Letter Signed ("S.L. Clemens"), offering extensive hard-earned advice on writing, 5 pp, 1881. $30,000 to $50,000
    <b>Bonhams, Sep. 25:</b> After Fra Egnazio Danti. <i>L'Ultime Parti not:e nel Indie Occid:ntli" [The last known parts of the Western Indies].</i> Painted Map of California, Western Mexico, and Japan. $70,000 to $100,000
    <b>Bonhams: Exploration and Travel, Featuring Americana, Part I. September 25, 2018</b>
    <b>Bonhams, Sep. 25:</b> Ptolemaeus, Claudius. <i>Geographie opus nouissima...</i> 1513. The most important edition of Ptolemy, containing the Admiral's Map. $250,000 to $350,000
    <b>Bonhams, Sep. 25:</b> De Arellano, Don Alonso. Manuscript, his <i>"Relación mui singular y circunstanciada... Capitán del Patax San Lucas,"</i> manuscript copy from the Sir Thomas Phillips collection. $50,000 to $80,000
    <b>Bonhams, Sep. 25:</b> Purchas, Samuel. <i>Purchas his Pilgrimes.</i> First edition. With John Simth's engraved map of Virginia. $70,000 to $100,000
    <b>Bonhams: Exploration and Travel, Featuring Americana, Part I. September 25, 2018</b>
    <b>Bonhams, Sep. 25:</b> Lewis, Meriwether. Contemporary manuscript true copy of his final power of attorney, 1809. $8,000 to $12,000
    <b>Bonhams, Sep. 25:</b> <i>A New Method of Macarony Making, as Practiced at Boston in North America.</i> Mezzotint. London, 1774. $5,000 to $7,000
    <b>Bonhams, Sep. 25:</b> <i>Scientific Base Ball Pitching: A Treatise on the Pitcher, Pitching, Origin and Philosophy of the Curve.</i> Chicago, 1897. $2,000 to $3,000

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