Pamela Druckerman, who lives in Paris, provides some insight on how the French people still value books and independent bookstore in France. The secret? Fixed prices on books across the entire country.
France, meanwhile, has just unanimously passed a so-called anti-Amazon law, which says online sellers can’t offer free shipping on discounted books. (“It will be either cheese or dessert, not both at once,” a French commentator explained.) The new measure is part of France’s effort to promote “biblio-diversity” and help independent bookstores compete. Here, there’s no big bookseller with the power to suddenly turn off the spigot. People in the industry estimate that Amazon has a 10 or 12 percent share of new book sales in France. Amazon reportedly handles 70 percent of the country’s online book sales, but just 18 percent of books are sold online.
The French secret is deeply un-American: fixed book prices. Its 1981 “Lang law,” named after former Culture Minister Jack Lang, says that no seller can offer more than 5 percent off the cover price of new books. That means a book costs more or less the same wherever you buy it in France, even online. The Lang law was designed to make sure France continues to have lots of different books, publishers and booksellers.
And this point, beyond the economics of book pricing, is very important:
What underlies France’s book laws isn’t just an economic position — it’s also a worldview. Quite simply, the French treat books as special. Some 70 percent of French people said they read at least one book last year; the average among French readers was 15 books. Readers say they trust books far more than any other medium, including newspapers and TV. The French government classifies books as an “essential good,” along with electricity, bread and water. (A French friend of mine runs a charity, Libraries Without Borders, which brings books to survivors of natural disasters.) “We don’t force French people to go to bookstores,” explains Vincent Montagne, head of the French Publishers Association. “They go to bookstores because they read.”