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I have very strong doubts about that "10%" figure. I could believe that printing is roughly 10% of the cover price (for big publishers; smaller houses pay more than that), but not that printing, inventory, storage, and shipping are 10%. And that's before the returns.
I also have doubts about some of the formatting/editing costs--the numbers they give may be accurate for first-release new books; they're very wrong for backlist or even second printings. I'd really like to see a publisher give out a complete price breakdown with unit numbers as well as "percentage of list price" numbers.
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