Home > Uncategorized > Arguing Hachette ITPE Restrictions on a Basis Other Than Price

Arguing Hachette ITPE Restrictions on a Basis Other Than Price

If you scroll this blog, you will see frequent references to the need, in the Christian book market at least, for Canada to be considered International Market, not American Market. Regular readers here will know that when it comes to International Trade Paper Editions (ITPEs) stores in Canada receive cooperation from HarperCollins (affecting Thomas Nelson, Zondervan and occasionally HarperOne titles) Tyndale House, and Baker Book Group. That means we’re forced to take hardcover first editions from Simon & Schuster (Howard), Hachette (FaithWords) and Penguin Random House (Waterbrook and Multnomah).

In my personal experience, customers in Canada would rather wait a year, and when that year passes and the title undergoes a trade paper conversion, the momentum is lost and the customer has forgotten their original impulse.

But scrolling through a UK website over the holidays I realized something which is particular to Joyce Meyer. While I’ve long argued the foreign titles have better cover art — just look at Timothy Keller as an example — it would appear that the foreign market may not be as enamoured with having a full jacket picture image of Joyce Meyer on the cover. Consider these:

Her picture appears on five of these, but in a much reduced form.

I know that her sales are strongly personality-driven, and I’m sure her literary agents insist on the bold portrayal on her U.S. editions. But they scale back on the image for these overseas editions, and I would argue that whatever decision(s) led to that graphic change, it needs to happen here to offer greater appeal to the Canadian customer as well.

I could better sell the books pictured above than the books I currently carry. With several decades in the business, I am most convinced of this.

Canadian customers have a different personality and don’t always appreciate that in-your-face style of marketing which is so common with FaithWords titles by authors such as Joyce, Joseph Prince, Joel Osteen, etc.

So there you have it: An ITPE argument for Canada that isn’t based on price.

What are the odds that anyone at Hachette Book Group or FaithWords is listening?

  1. Jaret Voce
    December 27, 2019 at 1:34 pm

    I completely agree. ITPEs are invaluable to the Canadian market. The hardcover pricepoint after the exchange rate is considered too high by most Canadians. I’ve also noticed that if you offer the same book in hardcover and paperback at the same price, most Canadians will choose paperback. It’s tough losing a potential sale on a new book simply because the publisher doesn’t provide ITPEs.

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