Theos-Talk Archives (November 2012 Message tt00012)

--- In theos-talk@yahoogroups.com, ".:." <mkr777@...> wrote:

> I wonder how Lachman can publish a book at this price when
> theosophical publishers cannot. Either they do not care about
> circulation or blind to what is going on in the publishing industry.

Penguin is a big publishing house, so it can print bigger quantities and also have a discount from typographies even in case of lesser quantities by placing many small orders at once. At least, this is the case of such publishers in Russia, and I guess that there are similar conditions in America.

When we succeed to print a theosophical book through one of the big publishers, the retail price is often twice less than that of the book of the same size published by a specialized publishing house.

Of course, in that case we depend much from the tastes of editors and market researchers who decide what to print and what not. And in some extent from the skill of theosophists or sympatizing persons in the editorial staff who persuade them to print theosophical literature.
The years since early 90's till 2008 were great success in this respect here in Russia, but after the economic crisis the publishers are reluctant to print any serious literature (not only theosophical).