This post began as a comment to another blogger's post. When I realized I had more to say than I wanted to leave in the comments, I decided to talk about it here.
The topic? Free books offered online by publishers.
When publisher Hachette recently asked for feedback on its free book giveaway via Twitter, some wondered whether it was possible for authors to make money if publishers start doing this.
Agent Janet Knobbel Grant picked up the dialogue with a post entitled "
Trendspotting: Free", in which she wonders why readers would ever buy books if they could have them for free. In fact, Janet's post turned into a series so be sure to read parts
two and
three also, in which she discussed ways that publishers might make free book giveaways work.
Here's how I see it:
Businesses have always offered loss leaders to reel customers in and get them to purchase higher priced items or simply additional volume. That's what offering free books, or anything else, on the Internet is intended to do. Worked for me, introducing me to an author I would not have otherwise read. I would consider buying her books now whereas before I would have walked or scrolled past them.
Moreover, reading is addictive, at least for some of us. If free books--on the Internet, by way of cell phone, or any other delivery mechanism--gets more people reading, at least a percentage of those people will enjoy it enough to begin investing in it, i.e. buying books.
Now, publishers do have to control what is offered and how frequently, in order to meet these objectives. If they offer too many books for free and/or offer free books too frequently, then yes, buyers become accustomed to getting free books and will expect them.
It's the same thing that has happened with S&H fees on the Internet. In the beginning, everyone wanted to charge free shipping & handling. After a while, it was only for larger purchases. Now with the recession, some retailers are going to opposite ends of the boxing match called the consumer market, offering free S&H on everything or never offering free S&H. Most retailers are simply confused at this point, as are consumers. But consumers are also resentful because most remember when they could get almost anything on the Internet with no extra chargers.
So, as with anything, the order of the day is "strategic moderation". (There's a new corporate buzzword for you.)
I love free, online books. Harlequin has offered free reads for years. Granted, these are not full-length novels but they are fun, short stories for quick pleasure. The intent? To get you to buy the books. Most recently, in honor of their 60th anniversary, the company offered a selection of free novels, full versions. I downloaded every one of them that I hadn't already read. Why? Because I know I enjoy Harlequin novels. Because here was a chance for me to read authors that I probably wouldn't commit my hard-earned dollars to otherwise. But if I like their work after reading these novels, they move to my buy list.
That's what happened with
author Mary Kay Andrews. HarperCollins, to promote Ms. Andrews most recent release, offered readers the opportunity to read the book
Hissy Fit online for free. This was not a download but access to the book on their website via Adobe Digital Editions.
Prior to doing so, I'd have completely ignored both books. Instead, I read
Hissy Fit, almost in a single sitting. It was a Friday night, I was restless, and I began reading. I wound up staying up way too late, then finishing the book on Saturday, all 464 pages within 24 hours.
Yes, it was a good book--good story, well told and funny. I enjoy southern fiction and this was a lovely, engaging tale.
It's highly likely, as a result, that I'll buy a Mary Kay Andrews book in the future because of that opportunity.
What HarperCollins did right?
- Made available one of Ms. Collins' previous titles, not the current one. Hissy Fit was released originally in 2005.
- They gave access to the entire book. They could have given an excerpt, maybe only a few chapters, but for a previously released book, that's not so enticing. That might work better for a current release.
- They clearly tied the free read opportunity to the new release promotion. It was explicit and obvious why they were giving readers access to this older book. So we could buy the new book. I didn't, but I'm betting some percentage of the people who took advantage of this opportunity did. And now Ms. Andrews is way up on my authors-to-look-for list. I know her name, I know how I learned of her name, and I won't forget. (Of course, if I hadn't loved the book, my brain would be just as clearly stamped in a negative way, ruining any future sales potential.)
I had a similar opportunity reading a
Julia Quinn novel,
The Duke and I, that was offered in the same way last year. Ms. Quinn is quite prolific having produced now eight novels in The Bridgerton series, and I think, three or four in the Bridgerton 2nd Epilogues series.
The Duke and I was the first in the series. So giving me a chance to read it for free, almost eight years later, was simply to introduce me to Ms. Quinn as an author and the Bridgerton series with the hopes that I'd get hooked. If they weren't historicals, I'd have made my way through the entire first series by now.
Lest you think I only read the free books and
never buy, I've purchased books by
Adrienne Byrd,
Kathryn Springer,
Holly Jacobs,
Shirley Jump,
Leslie Kelly and
Arlene James because I first became acquainted with them as authors via free online reads. Then, there's the host of authors I now buy and read because I first read their books by way of the
library--the best
free book source in the world--or by receiving their books for review purposes.
In my book (pun intended), there's nothing wrong with
free.
Have you read any free reads online (or via any electronic device)? Do you think publishers should use this strategy more or less? Do you think authors are at risk when publishers offer books for free?
Peace & Blessings,
Patricia
Tampa Bay Writing ExaminerStay focused. Be deliberate. Believe.
Peace & Blessings,
Patricia
Stay focused. Be deliberate. Believe.
