Why are some publishers raising ebook prices?
A few days ago I was feeling pretty optimistic when I wrote this post about two large publishers taking steps in the right direction regarding digital content and realizing that "Free" can be profitable in the long run. Even though the economy is taking its toll on just about every industry, including publishing, I began to feel like maybe there might be a light at the end of the tunnel.
I shouldn’t have held my breath.
Sometimes it feels like we take 3 steps forward, and 2 steps back. And when I read a post about an ebook "tax" some publishers feel is necessary, I knew we still had a lot of work to do. It’s actually not even a tax, even though it kinda feels that way. Rather, some publishers are trying to find a standard price-point for ebooks. While I applaud a standard price-point for ebooks, I think this idea totally moves in the wrong direction. Here’s a little clarification:
The reason for this is apparently an industry pricing standard according to a spokesperson for St. Martin’s Press. For some reason, Macmillan, who is the parent organization for Tor and St. Martin’s Press, believes that ebooks should be priced on the same level as hardcovers regardless of whether the book is in mass market print format or hardcover print format.
That’s right, Macmillan wants ebooks to be priced the same as hardcovers! The post continues:
Macmillan isn’t the only publisher to believe this. Avon Romance began it’s "Love Gives Back" promotion recently which encouraged users to read 20% of the books’ contents before purchasing and then gave the reader an option to buy the ebook. Avon then set ebook pricing for the mass markets to $14.00+.
The post does point out that Avon Romance has since lowered pricing to that of mass market paperbacks. But still, this is a disturbing trend. The whole point of digital content is to give consumers an alternative to traditional print publications that offer both convenience and lower pricing. If publishers think that higher pricing will somehow escape most consumers, then they’re sorely mistaking. I, for one, generally won’t buy an ebook over $10.
Also, the post makes a great point by suggesting this strategy will only encourage ebook readers to engage in illegal piracy – something no one wants to see. Furthermore, the post says that ebooks aren’t just another format, they are going to quickly become the future of literary consumption.
I realize that publishers are a business, and like any other business, want to make as big a profit as possible. But there comes a point, especially with ebooks, when they’re going to price themselves beyond what ebook consumers (like myself) are willing to pay. If raising ebook prices to the same price as hardcovers is their strategy, then the ebook will die a slow and painful death. And the result might be similar to what is going on in the music industry right now with the RIAA suing its own customers.
What do you think about this? What do you believe is a fair price for ebooks? Let us know in the comment selection below. I look forward to reading your thoughts!
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