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What makes a book a book?

Ebooks have never been that important to publishers. Until very recently, they were so tiny a percentage of sales that publishers didn't spend much time worrying about what format to provide them in, or how much to charge for them. The idea that ebooks could hurt print book sales was laughable.

No one is laughing now. Wailing and tearing their hair, perhaps, buit not laughing. Ebook readers are demanding ebooks at sharply reduced costs from hardbacks, as they have no resale value and can't be shared, an argument to which DRM gives validity.

Publishers are insisting it costs them just as much to make an ebook as a print book— not too many folks are buying this argument— and insisting that cheap ebooks will cannibalize print sales.

I think publishers started a lot of this fuss by developing a pricing model that emphasized format. Books that were expected to sell really well were always published first in hardcover (HC), and priced three times more than mass market paperbacks (MM). Books by new authors were usually published first and only in MM. After a book had been out a while in HC, it was often republished in either trade paper or MM and priced accordingly. If it was published in trade paper, it would sometimes come out a year later in MM. The message to readers was clear: HC is worth more than trade paper or MM; trade paper is worth more than MM. With this history, it is no wonder that book consumers expect that a paperless format to cost substantially less.

Now we come to the question of timing. Publishers almost never release a HC and MM version simultaneously, so they don't want to release the ebook at the same itme as the HC. I actually don't mind waiting for the ebook version if a new book is published in HC, but I think it would be foolish of publishers to wait a whole year to release the ebook. And some ebook readers see red when they have to wait.

Once I made the leap to ebooks by getting a Kindle, my interest in buying printed books went out the window. It's not a matter or HC or ebook or MM. There is no "or." I'm not buying a printed book unless the author is a personal friend. But I do buy more books than I used to because a) I can read more with a Kindle, since I always have it with me and b) ebooks don't take up any shelf space. I'm pretty sure that's typical behavior, and one reason why Amazon has recorded such strong gains in ebook sales. Still, it would be nice to know when I could expect the ebook to come out. And if it isn't soon after print release, I may well forget the book is out there. Regardless of timing, it's essential that the publisher proof the text in ebook format and make sure it doesn't have formatting errors.

So, what publishers need to work out is, how do they publish books in a way that makes the most money? Does it make sense to hold back the format that some of their best customers demand or to charge the same for an ebook and a hardcover book? My answer to both questions is no. What do you think?

Addendum: Curtis Brown agent Nathan Bransford's blog had an excellent post on this topic, so I'm tacking it on to mine.





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Comments

( 6 comments — Leave a comment )
miladyinsanity
Jul. 19th, 2009 03:14 pm (UTC)
My take is that if I don't see it, I won't get it.

And if it doesn't come out in ebook, I probably won't see it.
karen_w_newton
Jul. 19th, 2009 03:21 pm (UTC)
You mean if the ebook doesn't come out about when the print book does? If so, I concur. If publishers want ebook buyers, they need to let them know when the book is available. And if it's not the same time as the print book, they will need to advertise again.
miladyinsanity
Jul. 19th, 2009 03:31 pm (UTC)
Yes.

Because if I don't get it within a month of it being released, chances are the book won't pop up on my 'oh, I wanted that' radar again. Even if it does, it's what's newest that has priority with my bank account, because if it's popped up several times on reviews/reccs, I would have gotten it already, in paperback if I have to.
karen_w_newton
Jul. 19th, 2009 03:41 pm (UTC)
I think you have described the big danger in publishers' current thinking. They call $10 "paltry" but $10 now is better than $0 later.
miladyinsanity
Jul. 19th, 2009 11:08 pm (UTC)
Yes.

And what kind of stoopid business people would choose $0 later rather than $10 now? Cash in hand, people, and authors are paid as a percentage of the price at which their books are sold anyway.
jongibbs
Jul. 20th, 2009 12:37 pm (UTC)
I think it will depend on the publisher and how much money they've got.

Larger houses shouldn't have too much of a problem, but I suspect some POD books wouldn't get taken on if there was a large print cost involved (which kind of negates the 'costs as much to produce an e-book as a print book' argument.

Thanks for sharing :)
( 6 comments — Leave a comment )

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