Rare Book Monthly

Articles - November - 2005 Issue

Book Marketing Mysteries: Meditations on Book Values and Pricing

Verne

Titles described in Jules Verne: A Collector's Biography of First Editions in English increase in value.


by Renée Magriel Roberts

Pricing books to sell on the Internet remains one of the real mysteries of this business -- a heady mixture of magic and a sort of subjective science. To price effectively, you really need to know what kind of business you have and what kind of business you want to have (a moving target, I admit). You may find many of these meditations contradictory or illusory, because the basis for book valuation is perhaps better described by the Pythia at Delphi.

If you have a physical store (especially those with comfortable leather chairs, long wooden tables, and a kind of hushed atmosphere, staffed by intelligent sales people), then many of these thoughts may not apply. Sales made in person are generally in the absence of Internet competition and therefore prices can not only be higher, but books can be sold which may otherwise have no value on the Web.

A broad search should give you a reasonable price range for used books in very good or better condition.
If I'm looking at a very good, used book that happens to be in short supply, I'll check two major markets: Amazon and ABE. I may choose to sell the book in both or one of these sites, or in another one of the sites on which we sell. If the book is in fine condition, I choose a price on the high side of the spectrum. Condition is truly a driving factor in value.

Good stuff sells and increases in value.
By "good stuff", I mean truly rare and interesting books. Because they do increase in value, their prices should be re-visited on a regular basis to make upward adjustments. For example: Lawrence Beesley, The Loss of the S. S. Titanic. Boston: Houghton Mifflin, 1912. First Edition. $600.00 in new full-leather binding.

Don't be afraid to just stick your neck out.
Sometimes there are no comparables. For example: Jules Verne, (Twenty Thousand Leagues Under the Sea, Vingt Mille Lieues Sous Les Mers) Veinte mil leguas de viaje submarine. Madrid: Tomás Bey y Compañia, 1869. Complete with all full-size engravings. $20,000. Arguably the first edition of this work in book form, preceding the French first edition.

The value of a book is what an informed customer is willing to pay for it and what you are willing to sell it for, not what you think it is worth in the abstract.
We are not a bargaining culture, but bargaining is fast becoming the name of the game. If you are already selling a book for 8-20% commission on one of the commercial sites, you have some room for negotiation and many buyers know this. There are millions of listings, and then there are a smaller number of sales. Do you want to get your price, or pay your bills this month?

Rare Book Monthly

  • <b>Old World Auctions (April 28):</b><br>Lot 54. Fanciful engraving of earth's interior with magma core and errupting volcanoes (1682). $1500 to $1800.
    <b>Old World Auctions (April 28):</b><br>Lot 165. Rare state of Jefferys' influential map of New England in contemporary color (1755). $8000 to $9500.
    <b>Old World Auctions (April 28):</b><br>Lot 177. Mouzon's foundation map of the Carolinas (1775). $10000 to $13000.
    <b>Old World Auctions (April 28):</b><br>Lot 183. Very rare first state of De Fer's map of the Lower Mississippi Valley (1715). $20000 to $25000.
    <b>Old World Auctions (April 28):</b><br>Lot 253. Scarce Scottish edition based on Ellicott's plan of Washington, D.C. (1796). $2400 to $3000.
    <b>Old World Auctions (April 28):</b><br>Lot 313. Stunning view of Philadelphia by John Bachmann (1850). $3250 to $4250.
    <b>Old World Auctions (April 28):</b><br>Lot 338. Rare Civil War map based on Bucholtz map of Virginia (1862). $9500 to $12000.
    <b>Old World Auctions (April 28):</b><br>Lot 667. First map to accurately show Luzon in Philippines (1590). $6000 to $7500.
    <b>Old World Auctions (April 28):</b><br>Lot 682. Rare map of Shanghai International Settlement published just after WWI (1918). $7000 to $9000.
    <b>Old World Auctions (April 28):</b><br>Lot 738. Coronelli's superb map of the Pacific showing the Island of California (1697) Est. $2400 - $3000
    <b>Old World Auctions (April 28):</b><br>Lot 743. A cornerstone piece in the mapping of Australia and New Zealand (1726) Est. $6000 - $7500
    <b>Old World Auctions (April 28):</b><br>Lot 781. An uncommon signature during Jefferson's Governorship of Virginia (1779) Est. $9500 - $11000
  • <center><b>Sotheby’s<br>Collection of a Connoisseur:<br>History in Manuscript, Part 2<br>27 April 2021</b>
    <b>Sotheby’s, through Apr. 27:</b><br>Ronald Reagan. Series of 37 letters to Senator George Murphy, and related material, 1968-90. £50,000 to £70,000.
    <b>Sotheby’s, through Apr. 27:</b><br>Chaim Weizmann. Autograph letter signed, to General Sir Gilbert Clayton, 6 September 1918. £20,000 to £30,000.
    <b>Sotheby’s, through Apr. 27:</b><br>Sir Winston Churchill. Autograph letter signed, to Pamela, Lady Lytton, 1942. £20,000 to $30,000.
    <center><b>Sotheby’s<br>Collection of a Connoisseur:<br>History in Manuscript, Part 2<br>27 April 2021</b>
    <b>Sotheby’s, through Apr. 27:</b><br>Oscar Wilde. Five autograph letters signed, to Alsager Vian, 1887. £15,000 to £20,000.
    <b>Sotheby’s, through Apr. 27:</b><br>Napoleon I. Letter signed to Admiral Ganteaume, ordering the invasion of England, 22 August 1805. £10,000 to £15,000.
    <b>Sotheby’s, through Apr. 27:</b><br>Horatio, Viscount Nelson, and Emma Hamilton. Two autograph letter signed, to Catherine and George Matcham, 1805. £6,000 to £8,000.
  • <center><b>Doyle<br>Rare Books, Autographs & Maps<br>Timed auction, April 29</b>
    <b>Doyle, Rare Books, Autographs & Maps:</b> Lot 1032. RATZER, BERNARD. Plan of the City of New York in North America, surveyed in the years 1766 & 1767. $40,000 to $60,000.
    <b>Doyle, Rare Books, Autographs & Maps:</b> Lot 1011. [BROADSIDE]. Life, Last Words and Dying Confession, of Rachel Wall... $2,000 to $3,000.
    <b>Doyle, Rare Books, Autographs & Maps:</b> Lot 1055. BEATON, CECIL. Scrapbook prepared by Cecil Beaton over the period 1935-1944, with some later inclusions. $800 to $1,200.
    <center><b>Doyle<br>Rare Books, Autographs & Maps<br>Timed auction, April 29</b>
    <b>Doyle, Rare Books, Autographs & Maps:</b> Lot 1051. ADDAMS, CHARLES. Original drawing "I hope the power doesn't go out until after Masterpiece Theatre." $15,000 to $20,000.
    <b>Doyle, Rare Books, Autographs & Maps:</b> Lot 1037. The Campaign Speeches of Nixon of Kennedy, inscribed to William Safire by Richard Nixon and secretarially for John Kennedy. $2,000 to $3,000.
    <b>Doyle, Rare Books, Autographs & Maps:</b> Lot 1036. Celebration of the Commencement of Work on Rapid Transit Railroad. March 24th 1900, one o'clock, City Hall Park, New York. $200 to $300.
    <b>Doyle, Rare Books, Autographs & Maps:</b> Lot 1005. 1955 Brooklyn Dodgers signed baseball including Jackie Robinson. $3,000 to $5,000.
  • <b>Swann Auction Galleries Apr 15:</b> Frances Palmer, <i>Battle of Buena Vista,</i> chromolithograph, New York, 1847. $4,000 to $6,000.
    <b>Swann Auction Galleries Apr 15:</b> Antonio Colmenero de Ledesma, the earliest publication concerned solely with chocolate, first edition, Madrid, 1631. $10,000 to $15,000.
    <b>Swann Auction Galleries Apr 15:</b> Romans Bernard, <i>An Exact View of the Late Battle at Charlestown, June 17th, 1775,</i> engraving, 1776. $40,000 to $60,000.
    <b>Swann Auction Galleries Apr 15:</b> <i>A Short Narrative of the Horrid Massacre in Boston,</i> English edition, London, 1770. $12,000 to $18,000.
    <b>Swann Auction Galleries Apr 15:</b> William Soule, <i>Lodge of the Plains Indians,</i> albumen print, 1872. $1,500 to $2,500.
    <b>Swann Auction Galleries Apr 15:</b> Manuscript document to enforce New York’s “Agreement of Non-Importation” during the heyday of the Sons of Liberty, New York, 1769. $10,000 to $15,000.
    <b>Swann Auction Galleries Apr 15:</b> Clarence Mackenzie, <i>Drummer Boy of the 13th Regiment of Brooklyn,</i> salt print with applied color, 1861. $3,000 to $4,000.
    <b>Swann Auction Galleries Apr 15:</b> Moses Lopez, <i>A Lunar Calendar,</i> first Jewish calendar published in America, Newport, RI, 1806. $3,000 to $4,000.
    <b>Swann Auction Galleries Apr 15:</b><br>The Book of Mormon, first edition, Palmyra, 1830. $30,000 to $40,000.
  • <center><b>Doyle<br>Stage & Screen<br>Auction April 28</b>
    <b>Doyle, Stage & Screen:</b> Lot 12. OKLAHOMA! Celeste Holm's vocal score for Oklahoma! inscribed by Richard Rodgers. $3,000 to $5,000.
    <b>Doyle, Stage & Screen:</b> Lot 20. WILSON, DOOLEY. Fine inscribed photograph to Celeste Holm with Casablanca reference. $2,000 to $3,000.
    <b>Doyle, Stage & Screen:</b> Lot 79. Original production script of the Broadway musical CATS with notes written by Claude Tessier. $600 to $900.
    <center><b>Doyle<br>Stage & Screen<br>Auction April 28</b>
    <b>Doyle, Stage & Screen:</b> Lot 139. STEPHEN SONDHEIM. Autographed musical manuscript signed for "Broadway Baby" from Follies. $500 to $800.
    <b>Doyle, Stage & Screen:</b> Lot 180.<br>Cecil Beaton. Headdress for Liza at the Ball, from My Fair Lady, circa 1962. $700 to $900.
    <b>Doyle, Stage & Screen:</b> Lot 177.<br>Cecil Beaton. Set Design for The Gainsborough Girls, 1951. $2,000 to $3,000.

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