I Shop at Wal-Mart, Doug Preston, So What?
I’ve been saying for years that eBook prices are too high — a position I reiterated during the whole Kindle/Macmillan/iPad debacle.
The position of the publishing industry and the bestselling authors they publish is that the current digital book market devalues their creations and Amazon is the chief baddie in this scenario. Well, black hat or not, Amazon’s $9.99 price tag came from it’s realization that this was the tipping point for most of their customers.
It’s true that you cannot really put a price tag on genuine art. However, when you try to sell your art — whether it be a painting, a song or a book, you have to assign a dollar value to it. Now, you can charge whatever you think it’s worth, but what you think it’s worth isn’t necessarily what people will pay for it. In a recent article in the New York Times, this point was addressed quite well:
When digital editions have cost more, or have been delayed until after the release of hardcover versions, these raucous readers have organized impromptu boycotts and gone to the Web sites of Amazon and Barnes & Noble to leave one-star ratings and negative comments for those books and their authors.
Authors and Publishers cry foul. One author, the second-rate horror writer, Douglas Preston says,“It’s the Wal-Mart mentality, which in my view is very unhealthy for our country. It’s this notion of not wanting to pay the real price of something.” Well, boo-fucking-hoo to you, Douglas. The real price! What is the real price of an eBook? If you’re talking about it’s inherent artistic value, I’d point out that a novel by Douglas Preston has far less artistic value than say, a novel by Leo Tolstoy or Charles Dickens. If you are talking about fair market value then I don’t see how you can possibly justify charging more than $10 for a digital copy of a book. Dougie, you do, in fact, come off as a greedy asshole who doesn’t respect his readers.
An executive at Simon & Shuster adds:
“There are people who don’t always understand what goes into an author writing and an editor editing and a publishing house with hundreds of men and women working on these books. If you want something that has no quality to it, fine, but we’re out to bring out things of quality, regardless of what type of book it is.”
Quality? Like Celebrity Pets Tell All? Really? Are you going to tell me that hundreds of men and women worked on that book? Listen. I think most people understand that there are people behind the scenes producing these books. They also understand that those people make a lot more money than most of the people who buy those books. Readers are not just paying for a book — they’re paying for the bestselling author’s kid to go to Harvard and Costa Rica vacation rentals and other shit. That’s a bit of hyperbole on my part, but my point is that when publishers and author’s talk about "real value" they are talking out of their assholes. eBooks have a practical value closer to zero than to any price above $10. And your average book buyer certainly knows this. Jacking-up eBook prices is no way to grow readership or build customer loyalty. Obviously, writers like Douglas Preston are doing well enough that they don’t have to shop at Wal-Mart. Unfortunately, the rest of us do.
