In today’s New York Times, there’s an interesting article on e-reading consumers resistance to books priced above the $9.99 standard price point that Amazon has established. What surpised me is that in the case of new releases otherwise only in hardcover, Amazon is paying the same $13 price to publishers and is selling at a lost to encourage people to pick up readers. The idea of a $9.99 e-book, at least for new releaes, is NOT something publishers seem keen on:
“The concept that because a book is an e-book it should automatically be priced significantly lower than a paper book is one we don’t agree with,” said Carolyn Reidy, chief executive of Simon & Schuster. “What a consumer is buying is the content, not necessarily the format.”
As a Kindle 2 owner, I confess that I balk a little when I see books priced above $9.99. Even that price seems high at times, as when buying a 150 page YA book that retails for half the cost of a standard hardcover. As a writer, however, the arguments against cheap e-books are all too compelling. After all, only 12.5% of a book’s cost goes into manufacturing the physical goods and distributing it. The rest goes into paying the writer, editors, marketing staff and the general overhead for keeping the publishing engine running.
Certainly much of that engine can run more efficiently in a digital age, whether its writers handling much of their own PR, or reforming the wasteful system of returns that sends countless books to landfills or shifts them between warehouses.
But putting aside the actual costs of producing a book, there is still the intangible concept of “value” that publishers can’t control. A book placed on a shelf is a form of self-expression; an e-book on a kindle is private. A book can be gifted, shared or sold; an e-book is a one-time license. Even if 99% of books are only read once (if that) by the original purchaser (I’m pulling that number out of my ass, but who knows, maybe i’ts close to accurate), that perception of value is hard to let go of.
This concept of persistant value isn’t just a monetary thing, either. A physical book will generally stay in print for as long as it is viable to keep up the costs of manufacturing and destributing to demand. When books lose their audience and fall out of print, they become scarce. Old books, even if demand is low, become “rare.” Each object has its own history. There’s no reason for rare e-books to exist. There’s no reason for e-books to go out of print! In this reality, every book has equal permanance. At the same time, the quality bar for what constitutes a thing worth of permanence is thrown out the window. This is a good thing! It is wonderful that forgotten authors can be rediscovered, reanalyzed and even remixed (Pride and Prejudice and Zombies, anyone?)
A year or two from now, I’ll probably have enough blog posts to fill a book or two. That content is free now, and theoretically will remain free and accessible for perpetuity (yikes, that’s scary when you think about it). In recent years, blogs migrating to print has been a lucrative publishing niche, whether it be dooce doing a biograpy, stuffwhitepeoplelike, or any number of webcomics turning traffic into print advance. What happens in a reading reality where ebooks are the norm? Let’s say I’m an aspiring genre author and I want to get some advice from a veteran.I could pay $10 for Stephen King’s On Writing, or read old blog entries by John Scalzi. Right now, King’s book is a self-contained unit of some 200 pages that isn’t likely to fall out of print physically or digitally anytime soon. Scalzi’s articles, however, have the benefit of a back-and-forth report with readers and the Z-axis of time to give them added value. I wonder, how would someone with no prior prejudice for print over digital equate the value of those works, and what will that mean for the future of publishing? It doesn’t seem that far-fetched to have blog archives (perhaps edited an annotated) start appearing alongside traditional “books.”
The obvious answer to all these questions most likely involves a tiered system. Whether the value is placed on time (read it first!), depth (read it ALL, ie bonus features), merit (read the BEST), duration (read it once or read it forever), or more likely, a combination of the above, will probably shake out in the next few years. It will also be interesting to see how much pricing and tier flexibility there will be.
In the meantime, I just have to believe that working as a writer, refining my craft and coming up with new stories that (hopefully) people will want to read, will continue to be a viable career… at least for the next 30 years. After that, it’s somebody else’s problem.