Home > Uncategorized > Joyce Meyer’s Canadian Sales a Fraction of the Potential

Joyce Meyer’s Canadian Sales a Fraction of the Potential

Living Courageously - Joyce MeyerEvery time a new Joyce Meyer title releases in hardcover, I am reminded of the discussions I had with Hachette Book Group’s people in New York City about five years ago concerning the use of International Trade Paper Editions (ITPEs) in the Canadian Christian market. I don’t know who set up these talks, and of course it was all done by telephone, but I know one of the calls was nearly an hour in length as I explained how Thomas Nelson and Zondervan and a number of other publishers make it a regular practice to offer A-list titles in ITPE in the Canadian market, as they do in Europe and Australasia and South Africa.

The books do exist. Joyce Meyer’s forthcoming title is listed at Koorong at $18.99 Australian dollars and a paperback edition of You Can Begin Again is currently on sale there for $15.99 Australian.

My belief is that the U.S. first-edition hardcovers cut into the sales potential here in a big way. Yes, some people are willing to pay, but my guess is that this could be as little as a quarter (25%) of what the sales would be if the ITPEs were available. Of course, there are royalty issues and the whole problem whereby literary agents have deemed Canada simply an extension of the U.S. market, hence the price fluctuation with changing currency rates. But sales are sales, money talks, and I have a hard time believing that HBC would rather stand their ground and let sales dollars evaporate that do the logical thing.

Hachette Books, Joyce Meyer Ministries, if you’re reading this; you’re shooting yourselves in the foot. Canada is not the 51st state. This is its own market with its own spending patterns. Joyce, you have a reputation of having books that are always too expensive for many of the people you say your ministry exists to serve. It’s an absolute travesty.

And if asked, in my humble opinion, it’s a travesty on both sides of the border.

In the meantime, if you care, open the Canadian market to these titles. Better yet, pick just one of Joyce’s forthcoming titles and see the difference for yourselves. I dare you!

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