As business owners, we should look upon competition as the tonic that increases our strength. The threat of competitive destruction is one reason we work harder and smarter. As members of society and as consumers, we benefit from the good things competition brings – lower prices and better products or services.
On the other hand, when businesses become monopolistic, consumers suffer. Monopolies, which may be efficient and are sometimes government granted, tend to hurt consumers, as they exclusively have the ability to control price and service. Definitionally, they reflect the absence of free markets. And, of course, when they don’t operate under a government license, they violate the Sherman Antitrust Act. The debate about Amazon, especially in its role as the dominant book retailer, incorporates all of these issues. Is it or is it not predatory and monopolistic? Or is it a good business that is destructive to existing retailers, but positive for consumers?
Disruption is painful for existing businesses, as many of us know from personal experience and as can be read in stories like The Magnificent Ambersons (or seen in the Orson Welles movie of the same name). Booth Tarkington’s novel relates the story of an Indiana family whose fortune was tied to 19th Century carriages at a time when the automobile was proving to be the 20th Century’s greatest invention. Dynamism in business is healthy. Family fortunes have risen and fallen throughout history, and they will continue to do so.
Amazon’s war with Hachette is what prompted these musings. Hachette, a wholly owned subsidiary of Lagardère Group (the world’s third largest book publisher), is in a dispute with Amazon over the disposition of e-book sales. While specifics in this case have not been disclosed, the consensus suggests that under the current contract the publisher retains 70% of all sales and the retailer 30%. Typically, the author gets 25%, which comes from the publisher’s share. The sense of most observers is that in negotiating a new contract Amazon wants to split revenues from e-book sales 50-50 with the publisher – with the publisher continuing to pay the author from its share.
Hachette is not a small company. As mentioned, it is a wholly owned subsidiary of Lagardère, France’s largest production company, with 2013 revenues of €7.2 billion ($9.8 billion). Nevertheless, it is not in the same league as Amazon, which had sales last year of $74.5 billion.
Negotiations over a new contract have been going on for some time, with Amazon, which sells 65% of all online new book units, print and digital, pressuring authors by delaying the release date of their books. (As an aside, and as a minuscule example, I have been “victimized” by Amazon, as they seemingly have delayed availability of my book, One Man’s Family; though, in this case, my brother, the owner of the Toadstool, is a beneficiary. Also, I do not own stock in Amazon.)