Author Book Fair exhibition marketing editorial

Author Book Fair exhibition marketing editorial

For those who speak Spanish in Argentina, "Fair" is a public space where, waiving installation costs and the odd luxury retailers deliver the same quality at lower prices.

The popular idea of ​​"fair" promises a direct contact between producer and consumer, always someone who thinks that this man was yesterday displaying her eggs by feeding hens coquettes affectionately. For if one were to suspect that the Book Fair is fair, they were for a quarter of a century promoted with the slogan "from author to reader."

The Book Fair is a private place where it pays to be presented to an audience that paid to enter. The Fair is a traditional trick called by-pass in marketing textbooks, "bridge" in Spanish, which is used here. In the supposed "fair" liquid industrial stocks at market prices. Dodging commissions from vendors, booksellers and distributors margins and cash invoicing, the industrialist get a book sold at the fair between twice and four times what obtained by its sale in bookstores.

An editorial type, operating with a profit margin of ten percent, a retail margin of thirty-five, and a distribution cost fifteen and a collection period of sixty days, when charges for cash sale at the Fair is quadrupled their earnings or duplicate, if income weighted to be taxed to the owner of exhibition space and pay for the reinforcements of personnel hired some exhibitors for the event.

To justify its gimmick, the organization that pilots the Fair is supported by the media, always keen to encourage any money hoax that smells sweet. The organization also has the State whose authorities invites and entertains, and, as yet have not lost their charisma as Craig, Nestor and Mauritius, will enable a sociable space where people simulate proximity and apparent affinity with the creation of culture .

Booksellers are resign and, on the scale of their capabilities, hire stands and taxed at the fairgrounds. The author concedes. Total charges the same for each book sold here or there: from 8 to 10 percent of the price. Fair reminds you what it is: just one among many, but concurs, poses, hear his name repeated over the loudspeaker while signing copies, and suddenly someone recognizes, applauds or health. Something is always something more than nothing in the background you deserve.

Source: http://www.perfil.com/contenidos/2009/05/01/noticia_0039.html


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