The real impact of Macmillan vs. Amazon vs. iPad vs. ebook Customers
So its been a few weeks since the entire kerfluffle over ebook pricing. Readers have gone on in their quest for stuff to read, Amazon prices are slowly edging up and most bloggers and Twitterites have moved on to other subjects. That may be just what the publishers wanted because a year from now, only early adoption ereader customers will even remember that whole “$9.99 thing”.
Right now, its unclear whether the iPad will have conquer the world, but it will have accomplished one thing–ebook prices upwards of $12.95 will be generally accepted because that’s what most new books will be priced–our memories are short. Between now and then, Amazon will probably have to quietly remove the ‘most books are $9.99′ statement, as most will not be $9.99. I have no idea what that’s going to do for prices outside the U.S. except that is not a pretty picture.
I don’t think that the prices will have a lot to do towards slowing down the ebook momentum. Dedicated readers who have found the Kindle, nook, Sony or other readers aren’t looking back. Some, like me, have given up dead tree books entirely when reading general fiction. And if I find a device that gives me the experience that I’m looking for in technical books and magazines, I’ll be going digital all the way. And publishers, if you’re listening–if it ain’t digital, I’m giving it up for the next guy that is digital–I’m not getting the paper version. I just don’t enjoy reading physical copies anymore. And judging from the way internet news and magazines are moving, I’m getting a lot of company.
There will be customers that take a stand on lower prices, but if most prices go up a dollar or two, I doubt that the number of hold-outs will be equal to the amount of outrage expressed when this subject first came up–myself included. Sure, we’ll be more open to smaller independent publishers with discounted prices and free books, but I’m one of those readers who when I was reading dead-tree books, generally got the paperback except for the books I really wanted to read, then I’d pay hard cover prices. That’s probably what I’ll end up doing a year or two from now, except it’ll be for ebooks. I’m price sensitive now, but when the next Charlaine Harris or Patricia Briggs or Ilona Andrews book comes out, price sensitivity will fly right out the window and I’ll be clicking the buy now button.
What will last for me is the resentment towards MacMillan. I’m not a hater and won’t be going out of my way to bad-mouth the company; but as a consumer, when I do notice their brand, I’ll be less likely to spend my money with them if I have to choose. And that resentment will last a long time; probably past the time when I remember or even care about where it came from. They may not notice or miss my thousand dollars a year, but it will make me feel a lot better. Wow, I guess I’m bitter; how irritating is that!






