Chapter 764

"160 dollars is so expensive that few students can afford it." Yang Rui is not willing to say: "don't say the cost of exquisite atlas, but there's no need to price it to more than $100."

Linden quickly explained: "your book is a big one. If it is a little more, it will be divided into two volumes... Moreover, the matching of pictures is completed by a very famous painter, and the copyright fee for each page is as much as several hundred to two thousand dollars. If the price is too low, the publishing house will lose money."

"Don't you guarantee the sales volume of more than 2000 copies? If you share it, you won't be unable to recover the cost." Yang Rui said with suspicious eyes: "unless your promise can't be fulfilled."

"Mr. Yang Rui, even if we sell 2000 copies, we only have 320000 dollars. The bookstores have to draw a percentage, the government has to collect taxes, and the cost of publicity and sales. The printing cost is already very low. If we lower the price, there will be no profit margin. " Linden is very tight in book pricing, which is an inherent field of traditional publishing industry. No matter how famous the author is, it is hard to shake it.

In fact, if Yang Rui had not been a Chinese writer, linden would not have thought it necessary to talk to him about it.

Yang Rui turned his lips and insisted: "if you lower the price, the percentage of the bookstore will be reduced and the tax will be reduced. The cost of publicity and sales should be relatively flexible, even the printing cost. I think we can find a way to lower it. It's like children's reading without printing, It's OK to have fewer boring pictures... "

"Mr. Yang Rui, this is not in line with our sales strategy. You may not be familiar with our national conditions in the United States. Books with few color pages or textbooks with poor printing are hard to sell. Both students and professors will save money because of their poor appearance, And think that the publishing house is not optimistic about this book... At that time, let alone 2000 copies, maybe 200 copies will not be sold. "

"The national conditions of the United States..." Yang Rui said with a smile: "your sales strategy is not to recycle profits through second-hand bookstores? As for the first printing of textbooks, your original goal is not to make profits. "

"The profits of second-hand bookstores are second-hand bookstores, and our publishing department also hopes to gain as much as possible..." Linden continues to argue.

President Liu found an opportunity to cut in: "Yang Rui, it's good for you to set a higher price."

"How could it be?" Yang Rui shook his head: "the price is so high that students can't afford it."

"Americans have a lot of money. It's not bad that you can get more money." President Liu said that this is not too much. If Yang ruiruo takes 15% of the contribution fee according to Linden's previous proposal, he will get us $45000.

So much money, in the eyes of today's Chinese people, almost all can provide for the aged. Naturally, scholars also need money and pension.

Yang Rui can only feel helpless: "Americans do not have enough money to easily buy $160 books."

The Natural Science Monographs produced by American publishing houses are really exquisite. It's not the same thing to print on all coated paper. There are many textbooks that can be opened and pasted on the wall as posters.

But as Yang Rui said, 160 dollars is too expensive, even ordinary teachers will have a hard time buying it. In 1984, the median per capita income in the United States was $10417, and the average income was only $14400. In other words, for ordinary primary and secondary school teachers, as well as children from blue collar families, to buy a Book of $160 would cost one sixth of one year's income.

This means that for an average American family with only one person working, if the income is only the middle level in the United States, it will cost one fifth of the monthly income to buy a textbook of genomics.

Think about what it would be like for Chinese to spend one fifth of their income on a book.

At an American university where three books are required for a course, a book worth $160 is obviously beyond the standard.

Unless it's Daniel's book, or it's an important book in the field, students' willingness to buy will be infinitely low.

Of course, this is the case with the education and publishing industry in the United States. There are many students who can't afford books.

But publishers prefer to make money from students who can afford books. Poor students are basically abandoned, which is determined by the industry situation, not one or two people can change.

Cecil finally saw the opportunity and said, "Mr. Yang Rui, the pricing mechanism of New York University Press is relatively flexible. Maybe we can talk about it."

Publishing houses are basically conservative. Cecil said that their pricing mechanism is flexible. In fact, because there is no pricing, it is natural to talk more about it.

Linden scoffed at this and said: "the book pricing of the University Press is notoriously high. We make a price of $160, and the New York University Press should at least make a price of $200...""If we try to reduce the cost, we are sure to reduce the price a lot." Cecil didn't dare to talk big.

Linden said with a smile, "if you print with toilet paper, the price will be $30."

"It would be nice to reduce the price to $30." Like other scholars who publish monographs, Yang Rui doesn't have much interest in royalties. The most important thing is to publicize his own theory.

"I'm sure I can reduce the price to less than $100." Cecil didn't want his trip to China to come back without success, and he tried his best to come up with good conditions. For now, he can only work hard on pricing.

Linden reluctantly participated in the competition and said, "I can talk to the domestic market. I can still lower the price a little."

"Just do it." Yang Rui patted Linden on the shoulder with a smile and said, "it's not very good to try to reduce it and increase sales."

"It's also a strategy." With a bitter smile, linden said: how can the American market be so simple.

After chatting for a while, the two Americans went back to Peking University and left them behind. They looked like pantomime actors. You see a strange look on my face, and I see a strange smile on your face.

"Congratulations, Yang Rui." Professor Cai came out of the crowd, shaking Yang Rui's hand.

Yang Rui shy way: "has not signed the contract, does not calculate settles."

"How can it be that it's not settled yet? That's settled." Professor Cai could not help saying: "you are really showing your face in the academic world."

Professor Cai is so steady that he always uses "this guy" to call Yang Rui. He is too excited.

Yang Rui smiles and salutes his teachers and classmates. He is also very happy. For scholars, the first work is almost equivalent to the debut of an artist. Later, he will give a lecture or something, at least with a signature.

"Yang Rui, what are your plans for the next job? I mean from now on to graduation, and after graduation." Professor Cai took Yang Rui out of the canteen. After a long distance, he asked carefully.

Yang Rui thought about it and said, "to be honest, I'm not sure. However, we should continue to do research. "

Professor Cai did not get the answer, but said: "the achievements of ion channel laboratory are remarkable, we all support you to continue to study..."

In fact, he would like to keep Yang Rui, but this is not something he can decide alone. He can't say so without a collective resolution.

"I will continue to work on the current research progress." Yang Rui also said that he was very cautious. To the present extent, the research speed of the laboratory can no longer be accelerated. Even if Yang Rui recruits more scientific research teams, he can only parallel larger research groups, rather than promoting the current experimental depth or accelerating the speed.

In the final analysis, the current scientific research is still a very private behavior. The role of funds and research equipment is greater than that of more people, and the marginal benefits of funds and research equipment will also decrease rapidly. Finally, the development of a scientific research group often depends on the work of one or two people.

When Professor Cai heard about the progress of the research, he naturally talked about the research with Yang Rui, and most of the accompanying professors and students were separated... Research unrelated to himself usually sounds boring.

The next day, Cecil and linden invited Yang Rui to discuss new terms.

However, as Yang Rui knows, the pricing of books is a part that publishers do not want others to touch, and the obstinacy of American publishers can not be broken by a foreign scholar.

In the end, Yang Rui got the publication contract of genomics priced at 130 US dollars. Under the 15% royalty, he felt that it was still promising.

The premise is that they can sell a lot, just as Yang Rui knew in his previous life.

……