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Articles - November - 2005 Issue

Book Marketing Mysteries: Meditations on Book Values and Pricing

- by Renee Roberts

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There is a herd mentality in pricing.
That's why there are so many books with similar prices. It may have nothing at all to do with what they are "worth".

The market can be manipulated. You're not in Kansas anymore.
Dealers can buy up their competitors' books if a lower-priced listing is depressing the price they wish to charge. Auctions can use shills. Dealers can agree on prices they wish to post for rare titles.

The Emperor has no clothes: Beware of paying too much for and overpricing mediocre books that happen to be in fashion momentarily. This is a particular danger in buying and selling modern first editions that are bestsellers.
In a decade, nobody will be very interested in a signed first edition of The Bridges of Madison County. Currently with a ridiculous range of $30 - $910 on ABE, Bridges is already showing severe market weakness.

The dealer who has the best customer can charge the highest price.
I don't dream about winning the lottery. I dream that I've won one of those shop-til-you-drop prizes -- a few hours with a very large shopping cart at Bernard Quaritch, Heritage, or Bauman along with unlimited access to their customer base. Some dealers can charge pretty much whatever price they like. You will have to charge less. Don't bother using them as comparables; they have customers you do not have.

And related to the above:

Bend over backwards to establish relationships with your customers.
If you have warm, respectful, ongoing relationships, you can charge fair prices for your books with minimal competitive pressure. Your profitability goes up significantly with subsequent purchases from the same customer.

Ren? Magriel Roberts can be reached at renee@roses-books.com

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Rare Book Monthly

  • ALDE, Apr. 8: GUEVARA (ANTONIO DE). Histoire de Marc-Aurèle, Empereur Romain, vray miroir et horloge des Princes. Paris, Pierre et Galliot du Pré, frères, 1565. €3,000 to €4,000.
    ALDE, Apr. 8: HEURES DE LA VIERGE. Horæ in laudem beatissimæ virginis Mariæ ad usum Romanum. Paris, Charles L'Angelier, 1556. €4,000 to €5,000.
    ALDE, Apr. 8: MONTAIGNE (MICHEL DE). Les Essais. Édition nouvelle, trouvée après le deceds de l'autheur… Paris, Abel L'Angelier, 1595. €6,000 to €8,000.
    ALDE, Apr. 8: [ROJAS (FERNANDO DE)]. Celestina, tragicomedia di Calisto et Melibea, tradotta de lingua castigliana in italiano idioma… Venise, 1531. €2,000 to €3,000.
    ALDE, Apr. 8: CAMÕES (LUÍS DE). Os Lusiadas. Lisbonne, Pedro Crasbeeck, 1613. €2,000 to €3,000.
    ALDE, Apr. 8: CERVANTES (MIGUEL DE). El Ingenioso hidalgo Don Quixote de la Mancha. Bruxelles, Roger Velpius & Huberto Antonio, 1611. €6,000 to €8,000.
    ALDE, Apr. 8: LA FONTAINE (JEAN DE). Fables choisies, mises en vers. Paris, Denys Thierry et Claude Barbin, 1678-1694. €6,000 to €8,000.
    ALDE, Apr. 8: CERVANTES (MIGUEL DE). El Ingenioso hidalgo Don Quixote de la Mancha. Madrid, Joaquin Ibarra, 1780. €3,000 to €4,000.
    ALDE, Apr. 8: DIDEROT (DENIS) ET JEAN LE ROND D'ALEMBERT. Encyclopédie, ou dictionnaire raisonné des sciences, des arts et des métiers. Paris, 1751-1765. €15,000 to €20,000.
    ALDE, Apr. 8: [LIVRE TISSÉ]. LAMARTINE (Alphonse de). Les Laboureurs. Poème tiré de Jocelyn… Lyon, J. A. Henry, 1883. €8,000 to €10,000.
    ALDE, Apr. 8: [LIVRE TISSÉ]. Livre de prières tissé d'après les enluminures des manuscrits du XIVe au XVIe siècle. Lyon, [A. Roux], 1886. €5,000 to €6,000.
  • Sotheby’s
    Books, Manuscripts & Objects from Three Important Collections
    Open for Bidding 2-17 April
    Sotheby’s, Apr. 2-17: [Guillaume de Lorris and Jean de Meun]. Le Roman de la Rose, [Geneva or Lyons, c.1481], first printed edition of the most important medieval French vernacular poem. £200,000 to £300,000.
    Sotheby’s, Apr. 2-17: Castiglione. Il libro del cortegiano. [Venice], April 1528, first edition, in a magnificent binding by Jean Picard for Jean Grolier. £100,000 to £150,000.
    Sotheby’s, Apr. 2-17: Jacobus de Cessolis. Schachzabelbuch, Strasbourg, 1483, von der Lasa copy. £50,000 to £70,000.
    Sotheby’s, Apr. 2-17: World Championship, 1972. A collection of 84 press photographs of the famed match between Spassky and Fischer. £2,000 to £3,000.
    Sotheby’s, Apr. 2-17: Ben Franklin. Autograph letter signed, to Lord Shelburne, British Prime Minister, during peace negotiations, November 1782. £15,000 to £20,000.

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