The Bookseller.com

8th January 2009

Katherine Rushton is chief reporter on Broadcast, and was formerly senior reporter at The Bookseller.

Who won the PR battle over Harry?

20.07.07

Nigel Newton's inbox is awash with congratulations from publishers about Bloomsbury's PR triumph against the mighty Asda. And certainly I join them in congratulating Bloomsbury on the principle and backbone it has shown against a truly formidable opponent. But the sad truth is that out there in the wider world, the real PR coup has been Asda's.

Judging by dinner conversation with three highly intelligent and ethically-minded friends last night, the average man in the street doesn't know about the nuances of the book trade, the hefty "loyalty payments" that Asda has suggested publishers make, or publishers' diminishing profit margins. What most people see is a rallying cry from a supermarket that they know to be a corporate giant, but is at least a friendly one that keeps their household bills down.

Neither does this man take into account the increased size, production values, security operations or green credentials of the final Harry Potter. For most people, the stark contrast of HP1's £11.99 price tag against £17.99 for HP7 will be the only detail that really strikes home, and the only corporate enemy will be that money-grabbing publisher. And now, look! Friendly old Asda has cosied up to that man in the street even further, by slashing its price to a mere £5. 'That publisher doesn't care about your pocket, but we do,' is the message. Unless our man wants to dress as a wizard and stay up until midnight, where to buy his book is a no-brainer.

It's Asda price.

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