When the physical characteristics of your book
(such as page count, covers, binding, size, etc.) are finalized,
Dog Ear Publishing will calculate a single-copy printing
cost (we'll give you an Estimate far before this point however).
This price is a function of trim size, binding, cover stock, colors,
etc - all the "physical" traits of your book.
You then need to decide the Retail Price.
The retail price should be based on your appraisal of the target audience - this includes the
value your product provides to the reader, as well as what price point OTHER competitive products
are selling. The retail price should be at least 2.5 times the single-copy printing cost to allow
for a reasonable margin (to cover our costs and your payments) after trade discounts are factored
in. The Retail Price also helps establish the Net Sales Payment amount - the amount you,
the author, make from each sale.
There is a point where we cannot afford to sell your book direct to consumers - and that price can be
estimated by adding our handling charge (usually $2.00) to your
Book Printing Price.
You, are of course, completely in control and may price your book
at whatever level you wish. At Dog Ear Publishing, the author sets
his/her book's retail price.
We'll say it again - it is recommended that this book retail
price be at LEAST 2.5 times the "single-copy print cost"
to allow for standard trade discounts to book stores and distributors
and libraries, and leave enough "gross margin" remaining so the
author will enjoy a reasonable Net Sales Payment (see How
Are My Sales Credited? for more on Sales Payments). We've included
a handy chart (see Single Copy
Book Costs for examples) to help illustrate the print cost (this
is what YOU will pay for copies of your own book) and the corresponding
MINIMUM retail price. If you wish to set a HIGHER retail price,
your Sales return will rise significantly.
Here's an example:
Your book costs $3.50 per unit to print
You want to get full representation in the chains and distributors, so you offer
a 55% discount from RETAIL
You divide $3.50 by .45 (100 - 55% = 45%) and get $7.78 as your break-even point
To make a nice amount per sale, but to stay competitive, you price your book at $11.95
Here are some things to consider when setting your price point.
Various discounts are allowed to libraries and college bookstores (15%-20%), independent bookstores
(40%) and large chains and distributors (50%-55%). You may also want to offer volume discounts for
individuals
who buy more than 5 or more than 10 copies of your book at one time.
From the
net sale amount (the retail price less the discount given) deduct the single-copy printing cost to
determine the "gross margin." The author's Net Sales Payment is the gross margin MINUS the Dog Ear
Publishing handling fee (if any). Your author services rep will calculate various price-point
scenarios if you wish. You can also see How Are My Sales
Credited? for more information.
Dog Ear Publishing's role and responsibilities:
Dog Ear Publishing calculates the single-copy printing cost, and
publicizes the retail price set by the author.
Dog Ear Publishing records payments accruing to the author on each
sale.
Author's role and responsibilities:
The author sets the retail price and, in so doing, establishes the Net Sales Payment
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