December 27, 2004 11:12 AM
$10 for a Plain CD or $32 With the Extras
Excerpt: While the major record companies continue to discount new releases or even slash prices to try to counter file-sharing and widespread CD-burning, some music executives are quietly trying to expand the top end of the market. The average retail price of an album slid 4 percent in the third quarter to $12.95 - a new low, according to NPD Group, a research company. Yet some labels are pushing tricked-out versions of big titles that carry their highest prices ever.
Shoppers heading into music retailers this holiday season have been confronting the same issue they face at the car dealership: the product now comes either stripped-down or fully loaded.
Interscope Records, for example, released three different versions of U2's hit "How to Dismantle an Atomic Bomb." The first, from $10 or less, is the basic 11-track CD. But for roughly $32, you can buy the "collector's edition," which is packaged with a DVD and a 50-page hardcover book of the bands' sketches and photos. (A medium-priced version had the DVD but no book.) "Miracle," Celine Dion's new album about motherhood on Epic Records can be had for $14, but there's also an edition for devotees that includes the CD, a 60-page book featuring pictures of Ms. Dion with sleeping newborns by photographer Anne Geddes, and a price tag of $27.
While the major record companies continue to discount new releases or even slash prices to try to counter file-sharing and widespread CD-burning, some music executives are quietly trying to expand the top end of the market. The average retail price of an album slid 4 percent in the third quarter to $12.95 - a new low, according to NPD Group, a research company. Yet some labels are pushing tricked-out versions of big titles that carry their highest prices ever.
There's a basic business logic behind the move to test the upper limit, executives say. If labels must cut prices and sacrifice profits on the mass market, they must try to cover the difference by targeting niches of hard-core fans who are willing to shoulder higher prices for their favorite acts.
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