The roll of the dice of the year

The sale of Ginette Reno’s autobiography and record in Jean Coutu pharmacies marked the year 2023 by creating great controversy in the book world. But before fooling yourself in front of the issue relating to this affair which will probably be produced in the Byelet’s decipher this successful operation.

On May 26, less than two months after the launch of the autobiography Ginette, we brandished the figure of 50,000 copies sold. As for the disk It’s all meit went gold three weeks after its release with the sale of 40,000 copies.

Today we can almost double these two figures.

This was confirmed to me by producer Nicolas Lemieux who, along 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 audacious business plan was based on an exclusive agreement with the Jean Coutu chain, made up of more than 400 points of sale. This is where Ginette Reno’s vast audience was able to obtain the book and the disc.

The famous slogan “You can find everything, even a friend” took on its full meaning when thousands of admirers had the chance to meet the woman who has been part of their lives for decades. “Ginette is a woman of heart, people love her, that can’t be true,” says Nicolas Lemieux.

Ginette Reno visited no less than 44 Jean Coutu branches in front of which long lines formed early in the morning. “In my opinion, she must have signed around 30,000 books and records,” estimates Nicolas Lemieux. In some stores, we stayed eight hours. She was extremely generous. She is 77 years old, it was physically demanding for her. »

A controversial approach

This distribution, which thumbed its nose at the classic model that we know in Quebec, created waves. For many years, the channel and revenue sharing has looked like this: publisher (30%), distributor (20%), retailer (40%), author (10%).

By ensuring the production of the book and record and entrusting the distribution of these products to Jean Coutu pharmacies, several intermediaries were removed from the chain. Result: the person concerned, Ginette Reno, was able to collect a significant percentage which represents “more than 50%” for each item sold, according to Nicolas Lemieux.

At $32.95 per book and $16.99 per disc, do the math!

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. »

As for the agreement with Jean Coutu, it 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 extraordinary partner in this,” continues Nicolas Lemieux. The team was present at each stage. There is a human story behind it all. »

The businesswoman

You should know that Ginette Reno entirely led the creation and production of the book and the record. She became an editor and producer, supporting each stage of the creation of the record through Productions Melon-Miel.

The singer did the same thing with the book. She saw to all the details, choosing the type of paper herself at the printer. But for marketing, she turned to Nicolas Lemieux. “I took care of the deal business, distribution and marketing,” he says.

The idea of ​​this audacious distribution plan which constituted a roll of the dice was submitted to the singer, according to Nicolas Lemieux. “Jean Coutu offered us great accessibility to the public,” he explains. That said, it is not easy to organize an extraordinary marketing. At the beginning, it was 24 hours a day. It was huge. »

Following this success, Nicolas Lemieux was very surprised to hear Ginette Reno, last October, affirm to Everybody talks about it that this business plan had been imposed on him. “I never accepted that,” the singer said. 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 to understand from all this?

The producer does not wish to return to these remarks, preferring to multiply the superlatives towards the singer. “We experienced incredible things together,” he said. I have enormous respect for the woman and the artist. »

When will there be any changes?

The sale of Ginette Reno’s book, largely fueled by the media, generated “the greatest press coverage” ever observed by Nicolas Lemieux. It also shook the book industry. “It’s clear that we were breaking a well-established chain,” he said. I think in 2023 it’s time to dust that off […] We are seeing the dismantling of an archaic model. We saw that with the record ten years ago and we are seeing it now with the book. I made the decision to get off the chain and do my own thing. »

Over the past few months, we have heard a lot about how this marketing worked well because it was Ginette Reno. “It’s true,” said Nicolas Lemieux. There was a perfect fit between Ginette and Jean Coutu. If I had to do it again, I would do it tomorrow morning. But with another author, the fit would perhaps be elsewhere. We need to think differently and in terms of accessibility. Small neighborhood bookstores are important, they do in-depth work. If I had a product that would fit well with small bookstores, I wouldn’t hesitate to do it. »

The experience of recent months allows Nicolas Lemieux to affirm more than ever that the current model is profoundly unfair for artists and authors. “It is not normal that an author, whether small, medium, large or very large, receives so little money. […] I know that this affair made everyone in the book think. I sincerely hope that the authors, when they sign their next agreement, will try to do it differently. »

At the Union of Quebec Writers (UNEQ), we sidestepped the issue of authors’ silence during the debate sparked by this marketing, contenting themselves with responding to me by email that “the UNEQ does not prohibit any of these practices since they all have their advantages and disadvantages” and that “the UNEQ recognizes the essential value of other actors in the book sector”. In short, it’s status quo.

The agreement between Nicolas Lemieux and Ginette Reno will end on December 31. “The exclusivity with Jean Coutu will be over,” says the producer. Ginette will be able to do what she wants. »

Before leaving me, Nicolas Lemieux told me that he has other projects with Jean Coutu. “We have discussions during which we wonder how we could share the benefits of this network with other creators and artists. »

It is my opinion that the book industry will experience a crucial year in 2024.