The price of Quebec Books has long resisted inflation. We almost believed that he would resist this invader again and again. But reality is catching up with publishers — and by domino effect, the entire book chain. From 2014 to 2024, the average sale price in bookstores increased by 19%, according to a study unveiled by the French-language securities bank management company (BTLF). Publishers believe that they will soon have to cross the “psychological threshold” of the price of their books. Some are already eating into their profitability margins.
For the same period, the increase in the Consumer Price Index was 30% in Quebec — significantly higher than that of the price of books.
In Quebec bookstores in 2018, the average price of a Canadian-published French-language book was $17.86. In 2021, it reached $19.85, according to the Gaspard report. For 2024, so far, it is $22.29. A constant increase.
This average price is driven down by strong sales of more economical children’s books, recalls Patrick Joly, general director of the BTLF.
“It must be said that we had some catching up to do,” said Marc-André Audet, founder of Les Malins editions. “Books in Quebec sold for practically the same price as 25 years ago. »
And yes, Les Malins, which targets young people and teenagers, is one of those which has “raised books from $14.95 to $19.95 for several years… and yet it is much less profitable now”.
At $20, there is a real psychological threshold, believes Mr. Audet. Should we cross it?
Transport and paper
The BTLF study highlights the strong growth in the cost of transporting books: +69%, since 2014. The analysis was commissioned by the Association of Exclusive French Language Book Distributors (ADELF), those who ensure the movement of books and their storage.
“Our costs have been exploding for around ten years,” explains the general director, Benoît Prieur. It is to document this reality that ADELF commissioned the analysis. “We decided to reveal the results to our partners. »
Cost increases impact the profitability of book distribution and “the overall economics of the industry.” There is a need to reflect together on this issue,” believes Mr. Prieur.
The National Association of Book Publishers (ANEL) reacted by press release, stressing that the cost of producing books has also exploded, particularly between 2020 and 2023.
Several publishing houses are reporting an increase in printing costs of 40% to 50%, in a context where subsidies are stagnating and are not indexed to the cost of living, continues the president, Geneviève Pigeon.
“Publishers and booksellers are subject to increases which affect production, press service shipping and costs for returning unsold new releases,” estimates Antoine Tanguay, founding president of Alto.
The cost of paper has increased two and a half times, estimates Marc-André Audet. “Tsé, before, did you see children’s novels written in very large print, to make reading easier? Now, no one makes them anymore: too much paper, too expensive. »
Mr. Audet has now set a maximum number of words for the manuscripts he accepts, whereas before, he smiles, “we just had a minimum. Now, if you give me a manuscript of 80,000 words, we will divide it into two volumes. »
Better copyrights
Several publishers are therefore seeking to reduce costs, “and yes, a little, the quality of the book object,” observes Antoine Tanguay. He made the bet to maintain his love of pretty books, to “make aesthetic choices – stamping, varnishing, etc. – without increasing the price”, by taking advantage of his margins.
ANEL is worried: “Publishing houses want books to remain within everyone’s reach and to be competitive in the face of massive importation of European books. But at what cost? It becomes a challenge for us. »
According to the Gaspard 2023 report, the average price of a foreign edition book is still a little higher. Last year, it was $22.60, while the Canadian edition book was $20.71.
Can we cross psychological price thresholds? Yes, admits Marc-André Audet, since it was $15 for the children’s book, which can now go up to $19.95. “But we are still afraid. Which author will I take this chance with? With a new author? And if it doesn’t work, too bad for her? We are cautious because we don’t want it to be the authors who pay. »
Perhaps this is the advantage of this price increase. The copyright share, which is generally between 8% and 12%, increases in dollars with the price of the book. ” As for Gamer », illustrates the owner of Les Malins, the successful series by Pierre-Yves Villeneuve. Started in 2016, his first volume sold for $12.95. Now it’s $14.95. And volume 11 is $19.95 “It’s great for the authors, for whom it makes a difference. But for us, it no longer pays. »
Solutions? The ideas, in general, from the various interviewees: a thaw in subsidies granted by the Canadian Heritage Book Fund; special pricing for sending cultural products; help with participation in book fairs. But none of these solutions is magic, and those who put them forward know it and say it.
