Category Archives: Business

Read and Return – Used books at airports

Read & ReturnRead & Return 2

Saw a cool idea at a store in the Burbank airport: Read & Return offers traveling book buyers 50% of the cover price back if they turn in the book at another Paradies airport shop w/receipt within six months. (No help to me, given the time it takes me to even crack the cover of a new book these days.) Then they put the book back on the “Read & Return” shelf, at 50% off cover price. Presumably they pay the next buyer/returner 25% of the cover price, and the book goes into a limbo-like circulation at 30,000 feet at a 100% recurring gross margin to the store… until someone loves it enough to grant its deepest wish and make it a REAL boy.

Kind of a nice win-win: the store gets more book sales, at a decent markup (anyone in the publishing biz want to tell us what the typical margin on a new book at retail is?), and the inventory will naturally trend towards what people are interested in reading. The reader gets a cheaper book (if they buy a used copy and return it, they ultimately pay only 25% of the cover price), which might help some people take a risk on a new author or title they wouldn’t have at full price.

http://www.theparadiesshops.com/read_and_return.shtml

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Connectile Dysfunction

Here’s our Sprint ad that ran on the Super Bowl:

I think it’s pretty good, and it’s one of the few where the humor actually came from the product benefit. We had talked about having the guy throw the PC card at the woman’s head, but that’s been done before.