They say you can't tell a book by its cover.

Now, it appears Canadians can't tell how much that book will cost, even with our loonie at par with the U.S. dollar.

Indeed, the exchange rate on American-published/printed books, magazines and greeting cards sold in Canadian stores can still be as high as 30 or 40 per cent. And there's no sign of immediate relief.

"I went to purchase a birthday card for my wife at a local drugstore and was a little taken aback by the still obscene Canadian prices," Bernie Evans of Dundas told Action Line. "We are all used to seeing higher Canadian prices of items produced in the United States. We kind of get used to it particularly when our dollar fell to 62 cents US five years ago. However, things are now a little different. Our dollar is at par."

While we've been catching up to the American dollar for some time now, prices haven't adjusted.

"When I selected the card I wanted and checked the price on the back, I found it was $4.99 US and $6.49 Cdn. Earlier this summer, my wife asked a book store when its prices were going to reflect the current exchange of the Canadian dollar and was told 'next printing', but that doesn't seem to be happening. I recently picked up a book that was $9.99 US and $13.99 Cdn."

Rather predictably perhaps, few seem eager to tackle this issue.

"Pricing is based on each individual publisher's business models and not under the auspices of trade association activity," Vice-president Tina Jordan of the American Association of Publishers told us. "My best assumption for you would be to contact publishers with Canadian arms as it also may depend on who holds the North American rights to a particular title."

So we tried Penguin Group Canada.

"We've been getting a lot of inquiries in the past month," publicity assistant Laura Fetterley told us. "No one wants to comment. Sorry."

A spokesman for Hallmark Canada, meanwhile, tried to expand the question.

"Since the exchange rate impacts a wide range of businesses across the country, not just greeting cards, we'd recommend you speak with the Retail Council of Canada," Shelley Pringle of Polaris Public Relations Inc. advised. "They have been working with their members to effectively address questions from media and consumers about the rising Canadian dollar. We hope this approach will allow you to develop a more comprehensive response to your reader."

Pringle was also quick to note that Evans hadn't purchased a Hallmark card.

"The prices found on our products are based on a number of factors, not just the exchange rate," Pringle noted. "The cost of doing business in Canada is typically higher than it is in the United States. Unfortunately, higher operating costs and taxes make goods more expensive in this country. We set prices well in advance of actual product sales due to production lead times and the fact that our products are stocked at retail for an extended period of time. When we determined the price for product currently available in stores we took into account the exchange rate that was available at that time. (Later) ... our pricing is evaluated and adjustments made based on the current cost of goods and other expenses."

The Retail Council of Canada's vice-president of national affairs, meanwhile, warned Canadians shouldn't get too cocky. Canada exports 80 per cent of its goods to the U.S. and the American economy is in a nosedive. We're likely to suffer soon.

"When I talk to Canadian firms with parent companies in the U.S., they tell me the parent firms are bleeding," Derek Nighbor notes. "They are slashing prices, which make ours seem even higher. But their economy is ... shaky ... and we will feel that eventually."

If you have a consumer problem, call 905-526-4665 or e-mail amacrury@thespec.com. Not all calls and letters can be answered.