When I first self- published my book Real Men Don't Rehearse, I was of course very driven by the presumed glamour of having my book sold in major bookstores. So I climbed thru many a major hoop to make that happen. But as of today, no more. My choice.
A few places have a few copies of my book on hand (I guess) but once those are gone it’s all over.
My major issue with book retailers is about the fact that they insist on selling my book at a discount price, sometimes less than a dollar above wholesale, and that is what this post is about. "List" price becomes meaningless in this world, or perhaps I missed the meeting where it was explained.
The real issue I have with discounting the price of my book, and books in general is, it turns the thought contained in books (not just mine) into a commodity. Step right up, get yer philosophical perspective, only $9.99. Why pay more when you can save big on truth, insight, and personal awareness? Time Life Books presents the top 100 reasons for civil disobedience. Why spend a year studying with spiritual masters when you can learn just as much in 30 minutes, from this one CD, for just $14.95?
When books become discounted commodities, they and their authors inevitably lose independence. They cannot be different, as the ever-narrower margin demands that they do high volume, which means they must appeal to everyone. If they do not have mass appeal, they are no longer self-sustaining, which means books . . . BOOKS, these primary vessels of delivering complex ideas . . . must inevitably seek outside subsidy. And that is dangerous. It means the end of free speech.
It’s not that great books will not get written. But the authors have no way of making serious money directly from the book. Again, they lose independence of action because they have to play a discount game with distributors. It's a rather broad statement to make here, but the people who have patents on machinery or drugs have a much better system of recouping their investment.
Part of the problem is all the highly perishable celebrity-driven literary kudzu that takes over the bookshelves. Yes, those books should be sold as a cheap generic commodity. But not all books should be marketed that way.
Well, all is not lost. I am taking a cue from Dr. Bose. He sells a clock radio for $500. While every other maker of sound equipment has dropped prices endlessly, his price has remained the same for at least 10 years now, and he seems to be doing great business. And you can only buy that clock radio directly thru him, so no discounts. This has not stopped sales. Of course, it’s a great and unique product. People have tried to copy it for cheap but they have all fallen by the wayside.
So, I am now sold only thru My website, Amazon, and a few select music and bookstores that don't discount my products. I think my books are worth what I charge for them.
© Justin Locke 
