That's about the going rate for a yearbook. I used to be a yearbook adviser, and it's the printing companies that are making the profit. One school I was at actually lost quite a bit of money on the yearbook because sales weren't very good. The cost per yearbook is considerably more if you have a small school. It doesn't cost that much more to print 2,000 yearbooks vs. 500 yearbooks. It might cost $60,000 to print 2,000 yearbooks, and $30,000 to print 500. One thing that has been really successful in many schools is to sell advertising, especially senior ads or group ads. You know where parents put the kids' baby pictures in or teams dress up in funny outfits.
P.S. Many of the same companies who sell yearbooks also sell class rings, like Jostens and Herff Jones. I'm not sure about Taylor. Those are the big three in yearbooks, with Walsworth catching up.