When Amazon began pricing books at $9.99 I thought the amount was a tad high, but not altogether unreasonable. Now, with the Apple iPad, the price is set to spike to $15. This, of course, is contrary to the theory of capitalism and competition where the more suppliers their are the less we we should expect to pay. Instead, Amazon is being forced to raise the price of books, not lower them. Thank Apple, Macmillan, and other greedy publishers for the higher prices.
Why should an e-book cost almost as much as a print book, and in many cases, more? At $9.99 everyone made plenty of money, so at $15; the extra $5 is pure profit since the costs behind that price have not changed at all. The publisher has dramatically reduced costs. Of course there is no printing, warehousing, trucking, mailing, restocking, or repurchase of unsold inventory. There is no limit on how long a book can remain “in print”, unlike the old system where most books ceased to be available after as little as six months. The risk to a publisher has basically been reduced to a small fraction of what it was before. Before, to gain print cost savings, a publisher needed to ensure a certain level of sales. Now the risk is solely in recouping the cost of marketing and editing. There is even less cost in terms of marketing. Marketing often meant in-store events, displays, jobbers; yet there is no in-store anything since there is no physical store. Such an event now might be a podcast or a web based video, but that is a one time cost. There are just a few booksellers on-line, and each is tied to their expensive device (up to $500 in the case of the iPad); so instead of having the cost of a brick and mortar store, they need a relatively simple web site in lieu of hundreds of stores that have monthly rent, employees, property taxes, etc.
The publishers costs are a small, small, small fraction of what they were before; yet they think they are entitled to the same price so they get to pocket not just the same profit as before, but far, far, far more profit. The retailer also makes vastly higher profits since instead of hundreds of stores, they now have one, no shipping costs, and the up-front donation of hundreds of dollars whereby a consumer voluntarily locks themselves into your store.
I have a Sony eBook Reader and a Kindle. I like Apple products, but the iPad is of little interest, in large part because of the book prices. Sony’s book prices were higher, the number of titles smaller, and their device chock full of annoyances. The Kindle offered cheaper books, immediate downloads, sample chapters, and note taking and bookmarks and more. I love the readers, the Kindle more so than the Sony; and I was satisfied, but now I am feeling ripped off by more of the same rampant greed that killed our economy, unemployed million, and will likely provide an opening for someone in India or China to suck up another segment of our economy.
So, when people start steeling electronic books on a wholesale basis as they have the music that was vastly overpriced; the publishers will whine about how beleaguered they are by the world of crooks. The publishers are the real crooks, but they are usually the ones to cry foul first. They will simply be getting what they asked for. Right or wrong, when people feel aggrieved, they take things into their own hands and react using their own form of justice. Stealing digital music is a mild form of civil disobedience and payback. The same thing can be expected as payback to publishers that should be passing on some of the savings to the consumer and savoring the huge spike in the sheer volume of customers. If this occurs, like the artists that are no longer being paid for their work, the same will happen to authors. Oddly, in the book publishing business; the author is almost incidental to the whole industry and all but a few authors cannot make a decent living on their writing, yet the publishers flourish and the higher prices for e-books won’t necessarily translate into more money for authors.