The imminent launch of Apple’s iPad and the restructuring of the e-book pricing system will be a game changer, and publishers, authors and consumers will have to adapt to the new world of digital publishing.
iPad Impact
When the iPad reaches consumers in the spring of 2010, the publishing market will change overnight. By all accounts, the full-color iPad will be an upgrade to Amazon’s black-and-white Kindle, its closest competitor, as well as Sony’s eReader and Barnes and Noble’s Nook. Apple’s iPad, essentially a larger version of the iPod Touch, will retail for as low as $499, and its iBook app will put customers outside of a virtual bookstore. Additionally, Apple has already pushed for new e-book prices, a move welcomed by publishers who have complained about Amazon’s e-book pricing for some time.
Publishers get on board
There is no longer any doubt about the enduring appeal of digital publishing. Publishers who are not planning dual programs in print and electronic publishing will be left behind by those who are. New pricing deals with Apple, which will make e-books a little more expensive for consumers and therefore a little more profitable for publishers, should make the decision to jump to e-publishing that much more difficult. easy for publishers. And the benefits for publishers are very real. E-books eliminate expensive printing and storage costs, and supply issues (like out-of-print books) simply don’t exist.
The changing role of authors
In the past, the path to success for authors used to be through a publisher. However, authors who embrace digital publishing will be able to largely control their own path. Authors now have the option of turning to electronic desktop publishing. And this is not a bad thing. Because the same cost-saving advantages of electronic publishing exist for authors as there are for publishers, authors can write and self-publish electronically at low cost. Authors will be able to control their work and earnings to a degree that did not exist a short time ago.
Where does this leave consumers?
Ultimately, the big winner in the coming world of digital publishing will be the consumer. Admittedly, the cost of an e-reader is quite high right now, creating a very real barrier between publishers and their customers. However, it is very likely that e-reader prices will start to drop due to strong competition. The $499 price tag for the iPad, which many thought would be considerably higher, is a good indication that prices should start to come down in an effort to attract more buyers. Once customers have an e-reader, they will have immediate access to a full range of titles at low cost, even with the eventual price change from Kindle’s current standard of $9.99.
what it all means
In the end, the impact of digital publishing and the response of publishers will depend on consumers. If people want to read e-books, they will cast their votes by spending their money. Publishers will be forced to respond to demand if they want to stay in business.