Can Schiffer's Minimum Advertised Pricing Solve Publishers', Authors' and Retailers' Woes?
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Brian Howard
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Extra: How do you determine which books do fit the model? Are there any guidelines or rules of thumb you use in determining the price of the book?
Schiffer: It’s a conversation with our authors. We publish in many different areas, so it really is there to serve a specific purpose for a specific direction that the author intends for the book. For many of our authors, the books are their babies—it’s a labor of love—and it hurts them when they see their books are being discounted so heavily. And it hurts the perceived value of their work. As a publisher, we want to make sure that our authors’ work is being properly represented.
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