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It all depends on the size of the print run.
There're certain fixed costs (editorial, design, typesetting, plates, paper, ink, &c.) for getting a book ready to print --- then how much each copy costs depends on how long one keeps the presses running.
Print 1,000 copies of a gallery catalogue? Say $6,000 for the fixed costs, so $6 per copy. Print 10,000 copies of it? Your fixed costs are pretty much the same, tack on a pittance for the 10-fold increase in paper and ink usage (even polyester plates will hold up for a print run of ~20,000 or so) and you're at something like $0.65 per copy.
People at publishing houses get paid big bucks to determine what size print run will yield the greatest possible profit --- it's an art and black magic and very risky.
William
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