The sale of Ginette Reno's autobiography and record in Jean Coutu pharmacies marked the year 2023 and caused great controversy in the book world. But before we look at the number of this matter, which is likely to be carried out in Bye bye, let us decipher this successful operation.
Updated at 8:15am yesterday.
On May 26, less than two months after the publication of the autobiography “Ginette,” we announced 50,000 copies sold. The album C'est tout moi went gold three weeks after its release with sales of 40,000 copies.
Today we can almost double these two values.
This was confirmed to me by producer Nicolas Lemieux, who, together with the singer, established a unique business model for the sale of these two products. “It’s a huge success,” he said. This is something we don't see in Quebec. »
This bold business plan was based on an exclusive agreement with the Jean Coutu chain, which consists of more than 400 points of sale. Here Ginette Reno's large audience was able to receive the book and the CD.
The famous slogan “You can find anything, even a girlfriend” took on full meaning when thousands of admirers had the opportunity to get to know the woman who has been a part of their lives for decades. “Ginette is a woman with heart, people love her, that can’t be true,” says Nicolas Lemieux.
Ginette Reno visited no fewer than 44 Jean Coutu branches, where long queues formed early in the morning. “In my opinion, she must have signed around 30,000 books and records,” estimates Nicolas Lemieux. We stayed in some stores for eight hours. She was extremely generous. She is 77 years old and it was physically demanding for her. »
A controversial approach
This distribution, which rejected the classic model we know in Quebec, caused a stir. For many years, the channel and revenue breakdown has looked like this: publisher (30%), distributor (20%), retailer (40%), author (10%).
By ensuring the production of the book and records and by engaging Jean Coutu pharmacies to distribute these products, several middlemen were removed from the chain. Result: The person concerned, Ginette Reno, was able to collect a significant percentage, representing “more than 50%” for each item sold, according to Nicolas Lemieux.
Do the math: $32.95 per book and $16.99 per CD!
PHOTO CATHERINE LEFEBVRE, ARCHIVE, SPECIAL COLLABORATION
Our columnist with Nicolas Lemieux, during a meeting earlier this year
Yes, I was undoubtedly difficult in the deal, but my goal was to get the maximum for Ginette. She deserves this.
Nicolas Lemieux
The autobiography was written by Lambert. The agreement between him and Ginette Reno remains confidential. “I don’t know her,” said Nicolas Lemieux. It wasn't on my floor. »
The agreement with Jean Coutu is based on a “minimal” share of book and record sales, which has absolutely nothing to do with what retailers normally receive. “Jean Coutu was an exceptional partner,” continues Nicolas Lemieux. The team was present at every stage. There is a human story behind it. »
The business woman
You should know that Ginette Reno had sole leadership in the creation and production of the book and record. She became an editor and producer and supported every phase of the record's creation through Productions Melon-Miel.
The singer did the same with the book. She took care of all the details and selected the type of paper herself on the printer. But she turned to Nicolas Lemieux for marketing. “I was responsible for closing the deal, sales and marketing,” he says.
According to Nicolas Lemieux, the idea for this bold distribution plan, which amounted to a game of dice, was presented to the singer. “Jean Coutu gave us excellent access to the public,” he explains. However, organizing exceptional marketing is not easy. In the beginning it was 24 hours a day. It was huge. »
After this success, Nicolas Lemieux was very surprised when Ginette Reno confirmed to Tout le monde en parole last October that this business plan had been forced on her. “I never accepted that,” said the singer. I even asked for a mediator because every time I came to talk to him he wanted to control everything, manipulate everything. »
A week later, at the ADISQ gala, the singer warmly thanked her partner for their valuable collaboration. What can be understood from this?
The producer does not want to return to these comments, but would rather multiply the superlatives towards the singer. “We have experienced incredible things together,” he said. I have great respect for the woman and the artist. »
When will there be changes?
The sale of Ginette Reno's book, driven largely by the media, sparked “the greatest press coverage” Nicolas Lemieux had ever witnessed. It also shook the book industry. “It is clear that we have broken a well-established chain,” he said. I think in 2023 it's time to eliminate this […] We are witnessing the dismantling of an archaic model. We saw that ten years ago with the record and now we see it with the book. I made the decision to break away from the chain and do my own thing. »
Over the last few months we've heard a lot about how this marketing worked well because it was Ginette Reno. “That’s true,” said Nicolas Lemieux. Ginette and Jean Coutu were a perfect match. If I had to do it again, I would do it in the morning. But with another author the fit might be somewhere else. We need to think differently and with accessibility in mind. Small neighborhood bookstores are important; they do intensive work. If I had a product that was a good fit for small bookstores, I wouldn't hesitate to use it. »
PHOTO FROM JEAN COUTU'S FACEBOOK PAGE
Ginette Reno sells her latest albums and delivers them only to Jean Coutu pharmacies.
The experience of the last few months allows Nicolas Lemieux to affirm more than ever that the current model is deeply unfair to artists and authors. “It is not normal for an author, whether small, medium, large or very large, to receive so little money. […] I know this affair gave everyone in the book pause. I sincerely hope that when the authors sign their next agreement, they will try to do it differently. »
At the Union of Quebec Writers (UNEQ), we have avoided the problem of the silence of authors during the debate triggered by this marketing and have contented ourselves with replying to me by email that “the UNEQ does not prohibit any of these practices, since they all have their own advantages and disadvantages” and that “UNEQ recognizes the essential value of other actors in the book sector”. In short, it is the status quo.
The contract between Nicolas Lemieux and Ginette Reno ends on December 31st. “The exclusivity with Jean Coutu will be over,” says the producer. Ginette will be able to do whatever she wants. »
Before he left me, Nicolas Lemieux told me that he had other projects with Jean Coutu. “We are having discussions asking ourselves how we can share the benefits of this network with other creatives and artists. »
In my opinion, the book industry will experience a crucial year in 2024.