Can Schiffer's Minimum Advertised Pricing Solve Publishers', Authors' and Retailers' Woes?
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Brian Howard
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Extra: What conditions in the market led you to test this policy?
Schiffer: It’s not really specific market conditions, but the way that people look at books and the way people are thinking about books. We think that books have a high value, and keeping the integrity of the book high is essential for keeping the longevity of books and the overall value. If you create these beautiful, high-end, well-put-together books and if you price them properly, then everybody in the market, from the publisher, the author, the book reseller to the customer, are all treated fairly.
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