Re: PA and NYT
"Small Presses are defined as those Independent Publishers whose press runs do not exceed 8,000 copies per title."
Yes, I'd say that PA does qualify as a small press for the purposes of the NY Times.
So, the cost of each of those ads is $17,635 (though I wonder if they got a special introductory offer for the first three months...).
And... how convenient! PA's last special offer for their authors expired on 30 July (the celebratory one for announcing this Great Partnership with the New York Times).
So authors are getting a 30% discount on their books, plus shipping.
Lighting Source charges $0.013 per page, plus $0.90 per cover.
So ... a typical $19.95 PA book, 250 pages. Let's look. $4.15 per book from LSI.
Author pays: $13.965 plus shipping.
PA's profit per copy: $9.815 plus shipping fee - actual cost of shipping.
Break even point on this ad is 1,797 books sold to authors.
Number of authors required who will buy 100 copies to reach that break-even point: 18.
So, do you think that among PA's 5,000 happy authors you'll find 18 who will buy 100 copies this month to have a shot at that ad placement?
There are 5,711 PA titles listed on Amazon as of this evening. 18 is about 1/3 of one percent of those titles.
So ... even if less than 1% of PA authors go for this deal to the extent of popping for 100 copies, they've made their break-even.
Let's say 5,000 happy authors. Suppose 1% of them buy 100 copies this month that they wouldn't otherwise have bought. That's fifty happy authors, each providing $1,396.50 in profits (not counting shipping costs). That's $69,825 in profits. Minus the cost of the ad, $17,635, for a solid $52,190 in profits this month, just from this one promotional scheme. (More if the authors buy 200 copies each, or 500 copies each... just four authors buying five hundred copies of their own book (what's the matter with you, don't you believe in your own writing?) and PA's made their nut.)
Don't say that PA's marketing department doesn't know what it's doing.
But will this help PA's authors?
Well, if the books aren't in stores for the readers to buy, the readers won't buy them. The author has cases of books filling his attic -- but how are the people who read the New York Times going to find him to buy them?
And do you know why publishers generally don't buy ads in the New York Times for new writers? That's because ... the ads don't bring in enough sales to make it worthwhile. So these ads wouldn't bring in enough outside sales to pay for those purchases the authors made, even if the books were in stores.
This ad will make money for the publisher. I'm not talking about the ad in the Times. I'm talking about the email they just sent out.
Publisher sells books at inflated rates to own authors = vanity press. Just in case anyone missed that little detail.