The following appeared in the May 22 edition of Canada’s Globe & Mail newspaper:
A pair of Canadian book publishers dipped their toes ever deeper into the online world this week by offering free digital downloads of entire books. House of Anansi Press and HarperCollins Canada have decided to make the full text of a single book available to readers for a limited time, hoping to attract new readers, raise the authors’ profiles and boost sales of traditional copies. Jon Evans’s mass-market paperback Invisible Armies can be read for free until June 30 through the HarperCollins read-only interface called Browse Inside, which normally allows readers access to excerpts of books. HarperCollins chose Evans because of his enthusiasm for the experiment and for his status as an established writer with a solid following that they hope to expand.
While it’s encouraging to see a publisher go out on a digital limb, one has to wonder whether they have thought through the best way to proceed in this Brave New World:
“We didn’t feel like we were going to risk anything in terms of the book’s sales,” Anansi president Sarah MacLachlan said. “I could be delusional in this, but I really don’t think the digital book has come of age, so I don’t think that people would prefer to read something digitally than they would to own the actual book.”
Now there’s an example of innovative, cutting edge thinking: “We can give it away, because nobody really wants it anyway.” Not, “How can we use this new medium to build market share and capture an audience that we couldn’t reach before?” To show how ill-conceived their strategy is, when I went to their website, I was able to download the PDF file of the book without even registering! I then emailed it to my Kindle, where is is quite readable.
If the Anansi executive had discussed this approach with Leslie Hulse, Vice President of Digital Business Development at HarperCollins (parent of Anansi Press) who spoke at the International Digital Publishers Forum on MAy 14, she would have heard her say: “People will register for free content”. (For a look at a site that takes this premise to a higher level, check out www.wowio.com, where users are asked to complete a fairly detailed profile in order to download a free e-book daily.) Harper Collins is arguably the furthest along in experimenting with digital content, with their “Browse Inside” feature, which looks a lot like Amazon’s “Search Inside” option. It actually lets you read quite a bit of the book online (in a few cases, all of it) (http://www.harpercollins.com/book/browseinsidemain.aspx) But I think they’ve still got some work to do on the pricing model. The books I looked at listed for $24.95 for the hardcover edition, and $19.95 for the e-book version (full DRM included at no extra charge). Not exactly a compelling enough discount to try out a new format. (“Let’s not risk those margins”) They do however, require registration in order to download the occasional free e-book they offer. Maybe the Anansi folks should check it out.