Jan 15 2007
In a move that they hope will find new readers for their stable of literary fiction authors, San Francisco publisher MacAdam/Cage (best known for publishing "The Time Traveler's Wife") plan to publish 7 of their 11 Spring titles simultaneously in hardcover and paperback in a program they call "Readers' Choice."
Publisher David Poindexter explains that they have chosen to publish in paperback because it is difficult to break out a book in hardcover when the market is structured towards paperbacks, chain stores tend to sell more in paperback than hardcover, returns (when stores return books to publishers for a refund) are a lot lower for paperbacks, and many book clubs prefer paperbacks. On the other hand they will publish the hardcovers simultaneously with the paperbacks because there is a solid market for hardcovers, such as libraries and bookstores that run "first edition clubs", plus there is the cachet of publishing in hardcover.
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