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Article:
  Buy Where You Shop
Subject:   A tech booksellers opinion on having stock, new releaases, pricing and exclusivity
Date:   2005-07-26 13:48:34
From:   timoreilly
Response to: A tech booksellers opinion on having stock, new releaases, pricing and exclusivity

Kate,


I completely agree with your comment that it costs a lot to keep books in stock -- that was the whole point of my "buy where you shop" piece. Being able to walk around a store and look at books before buying them is a service that costs a retailer a lot to deliver, and the customer ought to be willing to pay for it.


I think you're muddying the water, though, by bringing in the Amazon exclusive subscription window for Make. That may stick in the craw of brick and mortar booksellers, but we actually think it doesn't hurt you as much overall as you might think. Here's why:


1. We are trying to position Make as a long-term keeper, not just as a magazine that disappears from the newsstand. So far, the results demonstrate that we were right. Issue 1 is still selling strongly -- as subscription starts move to issue 2, and now issue 3, people go back to buy the previous issues as a book. The fact that Make back issues have been book bestsellers demonstrates the validity of that strategy.


2. Amazon committed a *lot* of marketing support in return for that exclusive. That has helped to establish the magazine as a success out of the gate, which ultimately helps everyone. What's more, Amazon was willing to commit to selling Make as both a magazine and a book, which was cental to our long term strategy. That willingness allowed us to bring other major players to the same position, which has enabled the long term book opportunity for everyone.


3. The Amazon exclusive starts ticking as soon as the issue is released, which is the day Make comes back from the printer. Half of the thirty day exclusive is likely over before you'd likely have the issue in your store.


This decision with Make was in the best interest of growing the success of the product. The fact that Make has grown so fast out of the gate is a sign that we made the right decision. Overall, we think the plans we've made to help Make succeed are good for booksellers.


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  1. A tech booksellers opinion on having stock, new releaases, pricing and exclusivity
    2005-07-27 13:51:04  kateatthattechnicalbookstore.com [View]

    • Tim O'Reilly photo A tech booksellers opinion on having stock, new releaases, pricing and exclusivity
      2005-07-27 21:31:52  Tim O'Reilly | O'Reilly AuthorO'Reilly Blogger [View]

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