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Chapter Two

机译：第二章

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What do william shakespeare: the complete works and Satisfaction: The Art of the Female Orgasm have in common? The same publisher: Barnes & Noble. That's right, the nation's biggest bookseller. Newly minted Chief Executive Stephen Riggio wants to do to the elitist world of book publishing what big brother Leonard did to the elitist bookstore: bring it down to the mass market, squeeze prices and dominate. While B&N has dabbled in backlist reprints in the past, Riggio wants to turn private-label publishing into maybe a $400 million business within five years, equal to 10% of expected bookstore revenue, up from 4% today. Riggio intends to develop, print and market his own books, not only in his own stores but also through rival chains such as Borders Group, which already sells a B&N title, Making the List, by Michael Korda, editor-in-chief of publisher Simon & Schuster. Riggio thinks that rock-bottom prices will lead more customers to take home his edition of Georgia O'Keeffe: One Hundred Flowers at $30 rather than the $100 Random House charged for its original edition. "Our goal is to increase our sales by giving our customers good values," says Riggio, 47, who took over the top job in February.
机译：威廉·莎士比亚：完整的作品和满足：女性高潮的艺术有什么共同点？相同的出版商：Barnes＆Noble。没错，美国最大的书商。新任首席执行官史蒂芬·里乔（Stephen Riggio）希望在图书出版的精英世界中做大哥哥伦纳德（Leonard）对精英书店所做的事情：将其推向大众市场，压价并占据主导地位。尽管B＆N过去曾涉猎过重版印刷，但瑞吉欧（Riggio）希望在五年内将自有品牌出版业务转变为4亿美元的业务，相当于预期书店收入的10％，而今天这一比例为4％。 Riggio打算不仅在自己的商店中，而且还通过诸如Borders Group等竞争对手的连锁店来开发，印刷和销售自己的书籍，Borders Group已经出售了B＆N的书名“ Ming the List”，作者是出版商总编辑Michael Korda。西蒙和舒斯特。里乔（Riggio）认为，低廉的价格将导致更多的顾客将其版的《乔治亚·奥基夫：百朵花》以30美元的价格带回家，而不是原版价格为100美元的Random House。现年47岁的里格乔（Riggio）表示：“我们的目标是通过为客户提供良好的价值来增加销售量。”

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