But it is impossible to break through the present arrangements which confine the sale of books, unless the public themselves will take it in hand—if they choose to exert themselves, the low prices may be firmly established with equal benefit to all parties, and with an immense increase in the consumption of paper. To prove that any attempt on the part of an author or publisher will not succeed unaided, it was but a few months ago, that Mr Bentley made the trial, and published the three volumes at one guinea; but he did not sell one copy more—the clubs and libraries took the usual number, and he was compelled to raise his price. The rapid sale of the Standard Novels, which have been read over and over again, when published at the price of five shillings, is another proof that the public has no objection to purchase when the price is within its means.
I can see but one way by which this great desideratum is to be effected; which is, by the public insuring by subscription any publisher or bookseller from loss, provided he delivers the works at the reduced price. At present, one copy of a book may be said to serve for thirty people at least; but say that it serves for ten, or rather say that you could obtain five thousand, or even a less number, of people to put down their names as subscribers to all new works written by certain named authors, which should be published at the reduced price of ten shillings per copy. Let us see the result.
A ten shilling work under such auspices would be delivered to the trade at eight shillings.
The value of the five thousand copies to the publisher would be 2,000 shillings 0 shillings.
The expenses of printing and paper would be reduced to about 3 shillings a copy, which would be 750 pounds.
Advertising, as before, 100 pounds.
Extra 1 shilling 3 pence, 4 shillings, 5 shillings, about 16 pounds, subtotal 866 pounds.
Leaving a profit for author and publisher of 1,134 pounds 0 shillings.
Whereas, in the printing of a thousand copies, the profits of author 350 pounds, and of publisher 277 pounds 5 shillings, equalled only 627 pounds 5 shillings.
Extra profit to author and publisher 506 pounds 15 shillings.