Can Schiffer's Minimum Advertised Pricing Solve Publishers', Authors' and Retailers' Woes?
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Brian Howard
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A respect for value—of content, of books, of authorship—has been at the heart of the publishing house’s ideals. It's the driving force behind the company’s Schiffer LTD imprint, notable for a minimum advertised pricing (MAP) policy that stipulates the imprint's books will only be distributed to outlets who do not advertise the products below a publisher-set minimum price. In the store, the seller can sell the book for any price, but if Schiffer LTD finds that the title has been advertised below the MAP, it will no longer distribute to that seller. The policy may seem as idyllic as Schiffer's pastoral setting, but it's one that's got a history in other industries.
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Brian Howard
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