2 Replies Latest reply on May 12, 2010 10:41 PM by Doug_Pardee

    Interesting Survey Results



      NEW YORK, May 12, 2010— E-readers and tablets—for so long sidelined as niche products for technology geeks—are set to become wildly popular and successful consumer devices, according to a survey of nearly 13,000 consumers in 14 countries, including China, India, Germany, the United Kingdom, and the United States.




      The survey offers guarded good news for content providers. They have been looking to e-readers and tablets as a potential new revenue source to compensate for the loss of business from traditional products. In the United States, consumers are willing to pay $2 to $4 for a single issue of an online magazine, comparable to the cost of the print version, and $5 to $10 for a monthly online newspaper subscription. While this is less than the cost of a print subscription, the digital version is cheaper to produce. Consumers are willing to pay only $5 to $10 for digital books, however, below the price that book publishers are targeting.


      The survey found that more than 90 percent of those interested in purchasing an e-reader over the next three years would use it for e-books, and over 80 percent would use it to read the online versions of magazines and newspapers.







        • Re: Interesting Survey Results

          And that $5 to $10 price range is exactly what I was feeling long before I bought a Nook.  Indeed, seeing ebooks of books that were available as paperbacks being offered for $7.99 was "ridiculous" in my mind.


          So, the ereaders are coming.  The public demands it.  If the publishers don't supply that demand with affordable ebooks...well, then the publishers will probably feel the brunt of rampant piracy.  And no, I've never pirated a book. I don't even download music.  But just because I won't doesn't mean there aren't thousands of people who will. 



            • Backlist pricing
              DiAnneInDover wrote:

              seeing ebooks of books that were available as paperbacks being offered for $7.99 was "ridiculous" in my mind.


              Yeah, I think that the publishers really need to price 'new releases', 'recent backlist', and 'old backlist' e-books differently. And as I've noted before, I think that when we're complaining on these boards, we should be more clear about what we're upset about.


              The '$9.99' price point that the Agency Model killed was for new releases. I just checked the NYT Hardcover Fiction bestseller list, and in the top 20—with only one exception—all of the Agency Model titles were $13.99 and all of the titles from the other publishers were $9.99. That's one issue.


              But let's talk about backlist.


              Mass-market paperbacks are usually listed at $7.99 for the conventional C size and $9.99 for the premium size, and the big retailers will discount them a bit. The e-book prices for backlist titles were more than the MMPB list even before agency pricing hit us. The publishers generally were continuing to wholesale backlist e-books at 50% of the hardcover price. With the Agency Model, they're generally setting the retail price at 50% of the hardcover price, but sometimes they go nuts.


              For Google Editions, Google wanted to put a price cap on e-books of 80% of the lowest-price print edition. The last I heard, they had to backpedal on that.


              For backlist books from the Linotype and phototypeset eras that don't have digital files readily available to be converted to e-books, there's some cost involved in producing the e-book, and those titles probably won't sell very big. But for 21st century titles recent enough to have MMPBs on the store shelves, the e-book prices look indefensible to me.