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Waterstone's defends 'hidden' charges

18.06.07 Philip Jones

Waterstone's has moved to defend itself against accusations of commercialism, after the Times published excerpts from a "confidential" letter which set out its promotional terms to publishers this Christmas.

The newspaper reported that shoppers at Waterstone’s flagship Piccadilly branch in Central London were "appalled" by the practice, that could see publishers pay up to "£45,000" to enter a title into one of the retailer's campaigns. The piece also quoted Anthony Cheetham, chairman of Quercus books, saying that there was a "general level of exasperation" among publishers about the charges that are used by most book chains.

Waterstone's countered that the "overwhelming majority of books stocked and sold at Waterstone's attract no cost to publishers at all". It stated: "A publisher cannot buy a promotional slot at Waterstone’s: books are chosen by our expert booksellers and buyers based on what they believe our customers will want to read and buy."

The retailer added: "Once titles are chosen, Waterstone's enters into confidential negotiations with the publisher as to how best to promote their books which can include the production of point of sale material and national press and television advertising that reaches the entire country. The cost for this type of advertising is substantial and whilst the publishers contribute, the majority of the expense is borne by Waterstone's. Every penny that the publisher pays helps bring their books to the attention of the nation, not just Waterstone's customers."

It stressed that the local bookseller recommendations and reviews that are found at the front of stores were "independently chosen and incur no costs to the publisher whatsoever".

It is not the first time a national newspaper has reported as "news" the so-called "hidden" costs of promoting books through the high street chains. The Guardian has already devoted two blogs to the subject today. In the first John Sutherland argues that this "Stepfordisation" of bookshops is "wrong" and urges shoppers to "recognise what's going on, and ride with it". "Use the users, don't let them use you." In a second blog, Nicholas Clee, writes that the newspaper response to the story is "a caricature". "Booksellers will not promote any old book simply because the publisher will pay: they cannot afford to take up space with duff titles during the most important selling season of the year. They select."

Todays Picks Philip Jones waterstone's The Times

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