Loss Leader
Madeleine Robins
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I’m a Bad Brain. I was out of town dismantling the last of the Barn and without internet connection for five days, and am therefore delinquent. Steve will no doubt administer a sound drubbing the next time we’re in the same area code. But that’s not what I want to talk about.
I spent some time in airports this week–in San Francisco, Atlanta, Cincinnati and Boston, and of course the third thing I look for in airports, right after coffee and the restrooms, are bookstores. Not that my work has ever made it into an airport bookstore, where what they stock is generally high-profile stuff with a pre-sell (if you liked the last five James Patterson thrillers you’ll love the current James Patterson thriller, etc.). I just like bookstores. And sometimes friends’ books are there, too. In Cincinnati, as I walked past the CNBC News Store managed by The Paradies Shops, I saw a display advertising the Read and Return program.

The way the program works is: you buy a book at a Paradies airport shop in Atlanta (for example), and–theoretically, anyway–read it and swap it back at a Paradies shop in Sacramento–perhaps, if you’re a fast reader, on the same business trip (you’ve got six months from purchase, and the book must be returned with its original receipt). At which point you get 50% of the purchase price back. Woo hoo, right? Well, for the purchaser of the books, perhaps.
What isn’t clear is what this means to me, the author (or, perhaps, to James Patterson, the author). And what happens to the book? How do the publishers feel about this? Paradies’ sales may be up 20%, but does that mean they’re re-selling the returned books? If they’re not, are they treating the returned books as returns to the publishers? Or just tossing them? Are they considered to be loss-leaders, to bring in business on the theory that most people will buy more but won’t remember to return the books or will lose the receipts? If they sell the same book more than once, does the author get multiple royalties on the sale? And what does this do to the author’s sales record, if you “sell” the same book three times, but don’t actually sell three copies of the book?
As a reader, the program sounds kinda cool to me. As a writer, obviously, I have a lot of questions. The program isn’t new–it’s been going for three or four years. I’d be very curious to know what its collateral effects have been.
Posted in Daily Life |
6 Comments »

May 25th, 2007 at 11:53 am
Airport bookstores have been picking off the Library-impaired?
May 27th, 2007 at 11:58 pm
So, I gather you didn’t you see any books they were selling as used, at a discounted price? Because I suspect from your post that they’re re-selling them as new.
Not to be all humorless about it, but if that’s the case, there’s no way anybody is getting any extra royalties, and the author is REALLY getting ripped off under this program, because they’d be cannibalizing sales of new books.
As do you, I like the re-cycling aspect of it, but this sounds really dicey, unless there’s something going on behind the scenes that makes it right.
May 28th, 2007 at 12:53 am
Didn’t see any second-hand books, Rory. And I’d be stunned insensible to find that the author sees any benefit from this at all. The program has been in effect for several years, and I haven’t heard a peep from publishers. So either they can’t do anything about it, or they don’t see that there are going to be huge sales from it, either to the the bookstore or the publisher.
May 28th, 2007 at 9:26 am
Well, just to suppose they’re not doing the worst thing (stripping the returned covers and returning for credit) let me suggest that they might be feeding the returns into a separate used bookstore venue.
May 28th, 2007 at 12:29 pm
That’s possible. I’m not sure whether the program is hardcover-only or bestseller-only or includes any book you find in the shop.
May 31st, 2007 at 8:18 pm
Well, on their website, here’s what they say happens to the books:
Books that are returned in good condition are then resold at half price. If the returned book is not in good condition, the book is donated to a local charity in support of literacy.
I would suspect the reason you don’t see any half-price books out for sale is that nobody actually bothers to return the books. Not very convenient to do unless you are a TRUE hard core traveler who will (a) not want to keep the book (b) be in an airport with a Paradies shop sometime in the next 6 months, and (c) be willing to drag a book you’re through with along on a trip just to return it. For me, (c) is the killer.