Good afternoon.
My name is Jordan Fenn. I am the publisher of Key Porter Books, and I am honoured, having received the invitation to be here today, to present the impact of the strong Canadian dollar on the Canadian publishing industry.
Located in Toronto, Key Porter is one of the few remaining wholly owned and operated Canadian publishing houses and enjoys sales that place us in competition with the large multinational branch plants, such as HarperCollins, Penguin, and Random House.
We've been publishing books of importance to Canada and Canadians for close to 30 years and have had the esteemed privilege to work with and represent many talented authors during our history, including former Prime Minister Jean Chrétien as well as current party leaders Jack Layton and Elizabeth May.
The Canadian publishing industry has produced an incredible number of internationally acclaimed writers and has seen the respect for our homegrown authors grow, particularly over the last three decades.
Protecting this unique voice of Canadian culture is important, and ensuring a healthy industry today will provide a strong industry for future generations of writers and their respective audiences.
Our industry has faced many challenges over the years, and though there have been casualties, we have survived. The challenges we face today at the hands of a strong dollar, however, are significant, so much so that they will seriously impact the entire publishing community as well as associated businesses, including our retail partners, printers, distributors, transportation firms, and obviously the writers' union. As a result of the rising dollar, the media, politicians, and consumers have questioned the retail pricing of books and have demanded par pricing.
I do not believe that the issue has been properly communicated to the marketplace. If anything, it has been poorly represented and has created greater frustration and anger within the consumer sector. Instead of our finance minister holding up a copy of a Harry Potter book and challenging the Canadian price, he could have explained the economics of producing books for a population of 300 million versus 30 million.
Why does a book priced at $24.95 U.S. have a Canadian retail price of $32.95? With a par dollar, should these prices not be immediately changed to reflect this?
The development of a book sees work begin an average of 18 months before it hits retail shelves. All costs for titles published today were therefore incurred and budgeted well over a year ago and at the exchange rate at the time. For Canadian publishers, these costs are all in Canadian dollars.
While one would think that Canadian industry would benefit from a rising currency, the strong dollar provides no advantage or benefit to Canadian publishers, as the majority of our publications are acquired from Canadian agents representing Canadian authors, with each contracted in Canadian dollars. Our operating costs and overhead, including salaries, leases, promotional costs, utilities, etc., are all in Canadian dollars, and given that the majority of Canadian publishers support Canadian printers, the costs to print, bind, and deliver the books are also in Canadian dollars.
After scrutinizing and examining all facets of our business in the development of each book, I see nowhere along the line that allows for Canadian publishers to benefit from a strong dollar. Our costs are static, if not increasing, and yet in order to be competitive against the less expensive American publications crossing the border, we are forced to adjust our prices, which is a direct hit against the profitability and therefore the health and sustainability of our industry.
Profits in publishing are already thin. This is a fragile industry, and thus the impact this is having on Canadian publishers has the potential of being devastating, as the financial implications of reduced revenue against static costs produce an obvious outcome.
Books have long had accepted consumer price thresholds. Each format, whether it be a hardcover, a paperback, an oversized illustrated title, or a children's book, has an established price point that is the result of publishers' budgeting and is based on measures that allow the publisher to acquire the title, financially compensate the author, produce the book—including all associated costs, such as editorial, design, production—as well as to provide the retailers with a discount, which affords them the required margin. Additionally, each book has a set amount budgeted to cover overhead, marketing, and publicity and distribution costs.
In the American market, these same formats have established pricing based on the power of the American dollar. The exchange rate has determined the Canadian pricing on imported books, though if a title originates domestically, the prices are as mentioned.
As an example of what we're experiencing, if you look at a Canadian fiction title, paperback, average price of $21.95, south of the border, we see these books are approximately $6 or $7 cheaper. While Canadian publishers are not benefiting from the strong dollar, we've been challenged to lower our prices to place our formats in line with American titles of the same genre. Failure to lower our prices will impact our ability to compete with imports, although by lowering these prices we are in fact removing all levels of profitability. Without that, we lose the ability to offer retail incentives, promote our authors effectively, and market the books. Without supporting each publication with a marketing and publicity campaign, Canadian-authored titles will languish on shelves and the impact will seriously lessen the saleability of our books. This will not only affect publishers, but authors and retailers as well.
On the retail side, I understand from various partners that at the front lines of the pricing issue, they are faced daily with irate customers demanding price parity. I've even heard of a customer being removed from a Toronto bookstore by police for throwing books at store employees because of the pricing. What this consumer didn't understand was that even on the books that are imported from American publishers, these prices were set at least 12 months in advance, and that the Canadian company representing the American publications incurs all costs in Canadian dollars, has all staff compensated in Canadian dollars, has overhead expenses in Canadian dollars, bills and collects in Canadian dollars, and budgets based on annual anticipated sales revenue in Canadian dollars. To simply lower retail pricing for such firms is to—