Rare Book Monthly

Articles - November - 2009 Issue

Book Prices Tumble Amid Cutthroat Competition

Wal-Mart places new titles on sale for $8.98 online.


By Michael Stillman

We are at a moment of momentous change in the book industry. Where it all will play out remains anyone's guess. All we know is that it will soon be very different from what we have known before. Elsewhere in this month's issue of AE Monthly we tackle the court battle of Google vs. Amazon, Microsoft and others over the selling of digital copies of copyrighted books, and the plunging prices of and growing demand for electronic book readers. Here are three more book stories, two involving printed books. In one, Wal-Mart has slashed the price of some new, printed books to amounts so low they are below cost, while HP, the large computer manufacturer, has jumped into the business of print-on-demand books. Meanwhile, Barnes and Noble, the largest bricks and mortar printed book retailer, announced the introduction of their own electronic reader, the Nook, as they try to muscle in on the ebook field. Why all of this interest in the book business? For all the talk of books being in decline, there are a lot of very large companies making big bets on the business. Perhaps they know something?

One of the greatest price wars the book industry has seen broke out when Wal-Mart, tired of watching Amazon sell $10 ebooks, countered by offering selected, popular new titles through Walmart.com for $9.99. These are not ebooks, but hardcover copies, hundreds of pages of ink and paper at less than the price of an ebook. Amazon matched the deal, and Target jumped into the fray announcing they too would offer selected titles at comparable prices. Wal-Mart quickly upped the ante, dropping the price to $8.99, clearly below cost. Amazon matched them. The last we saw, Wal-Mart had inched their price down another penny, to $8.98. Among the new releases offered at this incredible price are books by Stephen King, Michael Crichton, Dean Koontz, Barbara Kinsolver, and - oh my gosh - Sarah Palin.

One can only wonder where this is going. Wal-Mart has the money and the nerves to crush just about anyone on price. However, Amazon is in the midst of enjoying unparalleled prosperity. Optimistic forecasts sent their stock soaring a week ago. Amazon's stock leapt by 26%, reaching an all-time high, finally eclipsing its high water mark of a decade ago at the peak of the internet bubble. However, one group that may not be able to withstand this fierce competition is the independent bookseller. The American Booksellers Association, their voice, has asked the Justice Department to investigate what it considers predatory pricing. Wal-Mart and Amazon may have the deep pockets to sustain this war, but independent sellers, already struggling through this difficult economy, do not have such leeway.

While cutting the price so low might sound like a positive for the printed book, there is a great risk here. Books cannot be sold below cost forever. The large retailers may push publishers for lower costs. Meanwhile, readers may become accustomed to $9 books. Long term, the only way publishers may be able to cut prices, and buyers continue to get books for $9, will be through electronic copies, with no costs for paper and printing. Crazily cheap pricing could prove to be a dagger in the heart of printed books, even if short term it boosts sales.

Rare Book Monthly

  • Sotheby’s
    Important Modern Literature from the Library of an American Filmmaker
    8 December 2023
    Sotheby’s, Dec. 8: Kerouac, Jack. Typescript scroll of The Dharma Bums. Typed by Kerouac in Orlando, Florida, 1957, published by Viking in 1958. 300,000 - 500,000 USD
    Sotheby’s, Dec. 8: Hemingway, Ernest. The autograph manuscript of "The Short Happy Life of Francis Macomber." [Key West, finished April 1936]. 300,000 - 500,000 USD
    Sotheby’s, Dec. 8: Miller, Henry. Typescript of The Last Book, a working title for Tropic of Cancer, written circa 1931–1932. 100,000 - 150,000 USD
    Sotheby’s, Dec. 8: Ruscha, Ed. Twentysix Gasoline Stations, with a lengthy inscription to Joe Goode. 40,000 - 60,000 USD
    Sotheby’s, Dec. 8: Hemingway, Ernest. in our time, first edition of Hemingway’s second book. 30,000 - 50,000 USD
  • Swannm Dec. 14: Lot 2:
    John Ford Clymer, U.S. Troops' Triumphant Return to New York Harbor, oil on canvas, circa 1944.
    Swannm Dec. 14: Lot 44:
    Edward Gorey, Illustration of cover and spine for Fonthill, a Comedy by Aubrey Menen, pen and ink, 1973.
    Swannm Dec. 14: Lot 50:
    Harrison Cady, frontispiece for Buster Bear's Twins by Thornton W. Burgess, watercolor and ink, 1921.
    Swannm Dec. 14: Lot 54:
    Ludwig Bemelmans, Pepito, portrait of Pepito from the Madeline book series, mixed media.
    Swannm Dec. 14: Lot 79:
    Gluyas Williams, Fellow Citizens Observation Platform, pen and ink, cartoon published in The New Yorker, March 11, 1933.
    Swannm Dec. 14: Lot 86:
    Thomas Nast, Victory, – for the moment, political cartoon, pen and ink, 1884.
    Swannm Dec. 14: Lot 91:
    Mischa Richter, Lot of 10 cartoons for Field Publications, ink and pencil, circa 1940.
    Swannm Dec. 14: Lot 111:
    Arthur Getz, Sledding In Central Park, casein tempera on canvas, cover of The New Yorker, February 26, 1955.
    Swannm Dec. 14: Lot 124:
    Richard Erdoes, Map of Boston, illustration for unknown children's magazine, gouache on board, circa 1960.
    Swannm Dec. 14: Lot 155:
    Robert Fawcett, The old man looked him over carefully, gouache on board, published in The Saturday Evening Post, June 9, 1945.
    Swannm Dec. 14: Lot 170:
    Violet Oakley, Portrait of Woodrow Wilson, charcoal and pastel, circa 1918.
    Swannm Dec. 14: Lot 188:
    Robert J. Wildhack, Scribner's for March, 1907, mixed media.
  • CHRISTIE’S
    Valuable Books and Manuscripts
    London auction
    13 December
    Find out more
    Christie’s, Explore now
    TREW, Christoph Jacob (1695–1769). Plantae Selectae quarum imagines ad exemplaria naturalia Londini in hortus curiosorum. [Nuremberg: 1750–1773]. £30,000–40,000
    Christie’s, Explore now
    VERBIEST, Ferdinand (1623–88). Liber Organicus Astronomiae Europaeae apud Sinas restituate. [Beijing: Board of Astronomy, 1674]. £250,000–350,000
    Christie’s, Explore now
    PROPERTY FROM THE COLLECTION OF ALICE & NIKOLAUS HARNONCOURT. Master of Jean Rolin (active 1445–65). Book of Hours, use of Paris, in Latin and French, [Paris, c.1450–1460]. £120,000–180,000
    Christie’s, Explore now
    A SILVER MICROSCOPE. Probably by Antoni van Leeuwenhoek (1632–1723), c.1700. £150,000–250,000
    Christie’s, Explore now
    AN ENGLISH HORARY QUADRANT
    C.1311. £100,000–150,000
  • Fonsie Mealy’s, Dec. 12-13: Roberts (David) & Croly (George). The Holy Land, Syria, Idumae, Arabia, Egypt and Nubia. Lond. 1842 - 1843 [-49]. First Edn. €10,000 to €15,000.
    Fonsie Mealy’s, Dec. 12-13: Incunabula: O'Fihily (Maurice). Duns Scotus Joannes: O'Fihely, Maurice Abp… Venice, 20th November 1497. €8,000 to €12,000.
    Fonsie Mealy’s, Dec. 12-13: An important file of documents with provenance to G.A. Newsom, manager of the Jacob’s Factory in Dublin, occupied by insurgents during Easter Week 1916. €6,000 to €9,000.
    Fonsie Mealy’s, Dec. 12-13: WILDE (Oscar), 1854-1900, playwright, aesthete and wit. A lock of Wilde’s Hair, presented by his son to the distinguished Irish actor Mícheál MacLiammóir. €6,000 to €8,000.
    Fonsie Mealy’s, Dec. 12-13: Heaney (Seamus). Bog Poems, London, 1975. Special Limited Edition, No. 33 of 150 Copies, Signed by Author. Illus. by Barrie Cooke. €4,000 to €6,000.
    Fonsie Mealy’s, Dec. 12-13: Binding: Burke, Thomas O.P. (de Burgo). Hibernia Dominicana, Sive Historia Provinciae Hiberniae Ordinis Praedicatorum, ... 1762. First Edition. €4,000 to €6,000.
    Fonsie Mealy’s, Dec. 12-13: COLLINS, Michael. An important TL, 29 July 1922, addressed to GOVERNMENT on ‘suggested Proclamation warning all concerned that troops have orders to shoot prisoners found sniping, ambushing etc.’. €3,000 to €4,000.
    Fonsie Mealy’s, Dec. 12-13: Scott Fitzgerald (F.) The Great Gatsby, New York (Charles Scribner's Sons) 1925, First Edn. €2,000 to €3,000.
    Fonsie Mealy’s, Dec. 12-13: Yeats (W.B.) The Poems of W.B. Yeats, 2 vols. Lond. (MacMillan & Co.) 1949. Limited Edition, No. 46 of 375 Copies Only, Signed by W.B. Yeats. €1,500 to €2,000.
    Fonsie Mealy’s, Dec. 12-13: Miller (William) Publisher. The Costume of the Russian Empire, Description in English and French, Lg. folio London (S. Gosnell) 1803. First Edn. €1,000 to €1,500.
    Fonsie Mealy’s, Dec. 12-13: Miller (William) Publisher. The Costume of Turkey, Illustrated by a Series of Engravings. Lg. folio Lond.(T. Bensley) 1802. First Edn. €800 to €1,200.
    Fonsie Mealy’s, Dec. 12-13: Mason (Geo. Henry). The Costume of China, Illustrated with Sixty Engravings. Lg. folio London (for W. Miller) 1800. First Edn. €1,400 to €1,800

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