We are, as I have said, one equation short.
– The General Theory of Employment, Interest and Money. Book 5, Appendix to Chapter 19, p. 276
As with the art market, the rare book market faces distinct challenges from other asset classes. The heterogeneity of works disallows creation of any useful market index; illiquidity sees distortions to any underlying price; and lack of central exchanges and significant private dealings preclude accurate price research. These observations are almost unhelpfully economic to a dealer – they have to make do with the information that’s available. This article will look at one of the seminal publications of economics, Keynes’ The General Theory of Employment, Interest and Money, and look at its historical prices over the last 10 years as well as its availability in the market today.
The General Theory
Considered his magnum opus, The General Theory of Employment, Interest and Money cemented John Maynard Keynes (1833-1946) as one of economics’ leading luminaries. Revolutionising macroeconomics, The General Theory birthed Keynesian economics, arguing in favour of government interventionism, and questioning the basis of free market economics. Wide-reaching in its impact and application, The General Theory has been recognised in Muir’s Printing and the Mind of Man.
An unassuming book, The General Theory remains popular with collectors, and as such appears in the market not infrequently. It can be regarded as a quintessential modern first edition, where condition and ownership history are key. Minute differences in condition can dramatically affect price, and every piece is unique. Whilst preclusive to deterministic pricing, The General Theory appears frequently enough in the market that comparisons may be drawn. Furthermore, as an established economist and author at time of publication, first editions Keynes’ General Theory maintain reasonable levels of conditionally similarity as the pieces were typically respected from their creation.
At auction
Auction results form the most readily available records on which a market price can be based. The below shows a sample of 61 historical sales from 1998 to 2017. Prices have been adjusted to values equivalent to the 2017 British Pound.
As one would expect, The General Theory appeared in the British market significantly more often than in the US market, however realised prices are on average 25% higher in the British market.
These records form the starting point for most pricing exercises, as they represent a realised transaction, setting a market price for the individual piece. They do, however, carry significant limitations. As generalist, high-turnover organisations auction houses catalogues typically have limited information, particularly regarding condition. Similarly, whilst the above has been RPI adjusted, auctions are intrinsically representative of the economic climate in which it is based. The limited sample set does provide for rigorous decomposition of these effects, nor establishment of an underlying deterministic pricing model.
For private sale
Broadening the scope of available observations, a sample of 33 dealer-offered copies was compiled, and presented below.
Whilst compellingly similar to the distribution of auction results, significant limitations exist with comparison of dealer prices with auction results. At a fundamental level auction results represent completed transactions, with prices reflective actual demand in the market. Dealer prices, however, cannot be viewed as independent and true reflections of the market. Auction records form the basis of retail pricing, as forming cost price or as a logical basis for valuation. Object idiosyncrasies, commercial margins, and ancillary expenses provide ample opportunity for discrepancy.
It is arguable that relationship between auction results and retail price setting is not one-way. Auction estimates play an important framing effect on bidders (Goeree, Offerman, 2003). Valuers will seek to apply an estimate designed to promote sale, in competition with existing retailers and in context of past public results.
The General Theory of pricing
Pricing idiosyncratic assets such as books, artwork, or antiques has been suggested as more an art than science. The romanticism associated with such a phrase belies the underlying pricing difficulties in a market riddled with feedback loops. It is true that any attempt to statistically decompose a deterministic price model would encounter layers of statistical simultaneity. However, the iterative, ad-hoc methodology practiced in industry appears less epistemically pleasing when interrogated at the individual player level. An informative framework can be developed when pricing decisions are considered in the context of decisions made under uncertainty.
As players in the market update their pricing expectations, a standard economic model would contend that some notional equilibrium would be reached. Implicit to this is the assumption of a wide and unceasing demand. Such a niche market, deeply affected by whims of individual collectors, can see demand shrink or disappear with unknowable speed. Dealer’s have summarised this capriciousness with the adage that their ‘stock is only worth as much as someone is willing to pay’. With this in consideration, advertised prices can be considered a the dealer placing a bet on their likelihood of sale (in the sense of Annie Duke’s Thinking in Bets: Making Smarter Decisions When You Don’t Have All the Facts).
The General Theory sought to relax assumptions made by classical economists in order to provide an alternative framework through which to view political economy. As a collectible, it provides a useful case study to review the antiquarian book market. Far from a theoretically perfect market, antique pricing and valuation stands as a subjective and mercurial process steeped in uncertainty. When unchallenged, the antique industry can appear to be built on valuation through near mystical divination, as presented in some popular television series. In a similar vein, a cottage industry of enthusiasts produce a variety of pseudo-deterministic models to provide persuasive price guides premised on some supposed intrinsic worth. Inherent to these divergent approaches is the presence of uncertainty.
Transitioning to an uncertainty driven framework for valuation allows a clearer perspective on the incorporation of information in pricing, as well as the incentives of market players. Compared to more homogeneous and efficient markets, the structure of the antique market sees uncertainty play a nuanced role, for which dealers and buyers must account for when making purchasing decisions. Criticism may be leveled against such a framework as it does not provide an explicit model for profit derivation, and comparatively limits the impact of skill and knowledge. Relaxing assumptions of certainty may seem rudimentary to some readers, however it is valuable given the proclivity of buyers to rely on antiques as a store of value. As Keynes noted:
It would be foolish, in forming our expectations, to attach great weight to matters which are very uncertain
– The General Theory of Employment, Interest and Money. Book 4, Appendix to Chapter 2, Section 2, p. 148
Analysis Limitations
- Auction records are not consistently reported as inclusive or exclusive of premiums.
- Auction records are limited in granularity to the year. As such, yearly average exchange rates have been used at 4% above the interbank rate (the typical cash exchange rate). Sourced from OANDA.
- Retail prices were converted to British pounds at the prevailing rate, however dealers frequently maintain items listed in multiple currencies, or across different platforms resulting in different prices.
References
Goeree, J. K. and Offerman, T. (2003), Competitive Bidding in Auctions with Private and Common Values. The Economic Journal, 113: 598-613. doi:10.1111/1468-0297.t01-1-00142
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