By now, it’s unlikely you haven’t heard of the dispute between Amazon and Macmillan. That dispute and its resolution is important, but a larger issue has come to light: namely the sense of entitlement some readers have with regard to getting e-books dirt-cheap. Part and parcel of this attitude is a basic misunderstanding of the breakdown of costs associated with publishing a book.
For example, one of the biggest faux bits of logic I’ve been seeing is that “If the mass market paperback is $7.99, why can’t I get the e-book version from the get-go at that price?” Well, the fact is $7.99 for mass market paperbacks only works if you’re printing tons of books. It’s also important to note that many authors never get their books published in mass market format because the publishers rightly have estimated that based on hardcover and trade paperback sales, that particular book won’t sell enough copies in mass market. So they don’t reach the $7.99-a-book threshold, which includes the print-a-crapload-of-copies threshold.
Other examples show a basic misunderstanding of distribution, or of the fact that the actual physical printing of a book is a fraction of the cost of producing a book.
But what I find most inexplicable is the level of venom directed by some readers at publishers, and by extension writers, like some kind of scam is being perpetrated upon them. It’s especially ironic given that the book industry is usually dealing in unit sales of an individual book of under 20,000 copies, whereas other forms of entertainment like movies and music are dealing in unit sales of over 100,000 copies. In other words, there’s not much room for price discounts.
What’s led to this sense of entitlement? Here are some possible factors, beyond the basic fact of there being lots of free content on the internet.
—The proliferation of free book downloads offered by publishers and writers.
—The constant attacks on copyright, and thus the overall idea of “ownership”, on highprofile blogging platforms and websites.
—General attacks on software limiting a user’s ability to copy an e-book, especially attacks that don’t do so in the context of respect for the creator’s wishes or need to make money from their work.
—Deep discount pricing of e-books by entities like Amazon to encourage the sale of e-books.
—Google’s book scanning project, which, under the guise of “fair use”, has made significant portions of hundreds of thousands of books available online with no regard for the rights of the writers of those books.
Have these factors led to this sense of entitlement? I don’t know, but it’s worth thinking about. It’s also worth noting that we often cause problems for ourselves as authors by thoughtlessly adopting whatever hot new media idea pops up on the internet. In some cases, I think we begin to contribute to our own disenfranchisement in doing so.
If this sense of reader entitlement proves to be pervasive or becomes the norm, then writers will be in a tough position, and the only way to make money on e-books will be to retain the rights yourself and self-publish–meaning you will also have to become your own editor, your own typesetter, your own distributor, etc.
Although you can self-publish more easily today than in the past, it’s not going to help you that much unless you are a celebrity like Wil Wheaton, someone with an existing high-profile platform like John Scalzi or Cory Doctorow, someone who is already a bestselling author, or unless you are prepared to basically become your own publishing house (involving a series of skillsets that most people don’t have).
In such a scenario, if e-books do eventually dominate the marketplace and physical books have only a fraction of their current market share, it’s entirely possible that unless this situation resolves itself into a compromise whereby readers actually show respect for the creators of the stories they love that we will see one of the largest mass extinctions of published writers in the history of literature. They’ll still be writing–but they’ll be largely invisible, and also unable to even dream of writing full-time.
My feeling is that it won’t get that bad, but we as writers have to do our best to make sure it doesn’t–by educating readers and doing our part as writers to make sure that our actions don’t contribute to the problem.
(For the best series of posts on the subject, including the Amazon-Macmillan fracas, visit Jay Lake’s livejournal.)
Matt Staggs is a literary publicist and the proprietor of Deep Eight LLC, a boutique publicity agency utilizing the best publicity practices from the worlds of traditional media and evolving social technologies. He has worked in the fields of public relations and journalism for almost a decade. In addition to his work as a publicist, Matt is a book reviewer and writer whose work appears in both print and web publications.
