Yesterday, I wrote a post regarding Borders’ decision to go non-returnable with HarperStudio. It has generated a lot of coverage (the decision, not my post), but very little analysis. The best that I have come across so far was written sixteen years ago.
However, while it sounded like I was poo-pooing Borders and Harper Studio, what would happen if Random House, or all of Harpercollins’ imprints, decided unilaterally to go non-returnable? Would any bookseller in their right mind not order the next Dan Brown novel because it’s non-returnable? Most likely not. Berttelsmann would not ship as many units out of the gate for sure, but they would know that those copies wouldn’t be washing back up on their shore. Booksellers might order conservatively, and may run out of a hot title. But imagine the buzz that would circulate around those hard-to-find books. Remember the old days of building a book, rather than shipping as a blockbuster?
Recently, Hachette waited until the 11th hour to pull the trigger on Twilight reprints, in an effort to allow the copies that already were in the marketplace to sell through. That two week period where nobody had inventory didn’t diminish demand for the books. At the same time, Hachette is controlling the release of inventory into the marketplace so that it isn’t over saturated, Bookstore customers aren’t binge buying Twilight, and, come January, Hachette probably won’t get flooded with returns.
It’s irritating to be out of stock on a title, but what did we do before just-in-time delivery?
I recently had a conversation with a former sales rep of a large commercial publisher. It seemed that one of their important writers (a writer of thrillers) whose contract was up for renewal threatened to leave the publisher unless they promised to ship three million copies of his upcoming title. The publisher caved, the contract was signed and the book was promptly oversold. There is a reason that Richard Branson is a billionaire and this author isn’t: ego and business acumen rarely go hand-in-hand.
The bottom line is that every few years, somebody comes along and talks about shaking up the rules of publishing, particularly when it comes to returns. However, these idealistic notions tend to quickly fall by the wayside, and it’s back to business as usual. But now that the nation (not just the industry) is facing its long dark teatime of the soul (to steal a phrase from Douglas Adams), it’s in everyone’s best interest to reach a consensus as to the future of returns.
Now that the era of cheap oil, easy credit and debt-leveraged expansion are over, I wouldn’t be surprised if others start following in HarperStudio’s footsteps.