The world-famous discounter, Fernwood Booksellers, specializes in selling paperbacks for $7 each. The variable cost per book is $5. At current annual sales of 200,000 books, the publisher is just breaking even. It is estimated that if the authors' royalties are reduced, the variable cost per book will drop by $1.

Assume authors' royalties are reduced and sales remain constant; how much more money can the publisher put into advertising (a fixed cost) and still break even?

The world-famous discounter, Fernwood Booksellers, specializes in selling paperbacks for $7 each. The variable cost per book is $5. At current annual sales of 200,000 books, the publisher is just breaking even. It is estimated that if the authors' royalties are reduced, the variable cost per book will drop by $1.

First, we need to calculate the fixed costs:

Break-even point (units)= fixed costs/ contribution margin

200,000= fixed costs/ (7 - 5)

200,000= fixed costs/ 2

fixed costs= $400,000

Now, we need to calculate the new break-even point in dollars and units:

Break-even point (dollars)= fixed costs/ contribution margin ratio

Break-even point (dollars)= 400,000 / (6/7)= $466,666.67

Break-even point (units)= fixed costs/ contribution margin

Break-even point (units)= 400,000/6= 66,667 books

Total cost= 400,000 + $66,667= $466,667

Current income= 200,000*7= $1,400,000

Advertising= 1,400,000 - 466,667= $933,333