New version of Human Action?

Miscellaneous General
21

Well, the whole Human Action cover issue is rather dramatic. Chad designed the beige one. I wasn’t fond of it, but then I don’t always trust my sense of things. I rarely intervene in fact. I figured I would let it run for a while. Some people loved it! so I’m glad we did that one. But after 2000 sold, and I still wasn’t drawn to it, I decided to use the reprint as a time to ask for a new cover. I love love what Chad did with it on this run. It is strong but still abstract (which was the strength of the beige one). Anyway, we’ll make the STudy Guide and stuff conform in the new few months.

I’m not fond of the LibertyFund covers on Mises - though it is great that they are doing these books.

I really disliked the phony leather that LF put out years ago. It’s really shoddy and fake - in my own view.

What I just can’t believe is the price issue. I mean, this book used to be $65. Now it is $25!! the margins are super thin but, hey, that’s enterprise.

22

I don’t know if this is OK to ask, but do you guys see a jump in sales when you the store comes out with a new cover? Does the cover attract buyers (since it’s new and shiny)?

23

Well, I’m not sure actually. The main thing is that we have to keep inventory replenished so every reprinting makes you ask: is this the best cover? So of course you change it if you think it needs to be changed. But, no, we would never change a cover just to drive sales. We do change them to make them better - or seem to be better in our own eyes.