Part 1 – A summary of notes take from the workshop sessions from BEA 2013.
New Session: eBook Pricing: Insight on Strategies and Experimentation
75 people in attendance
One big difference between print and digital books is pricing. Publishers have little flexibility to change the list price stamped on a traditional book once it’s chosen, but with eBooks, publishers can make periodic price changes to optimize for increased sales, visibility, and profits. In this session, panelists will discuss recent price experiments they’ve conducted that have only become possible since the advent of the eBook market. They’ll relate which ideas worked and which didn’t, explain how they make pricing decisions, and share their thoughts on the future of eBook pricing.
Josh Schanker, Founder & President BookBub, Andrea Fleck Nisbet, Executive Director Digital Publishing, Workman Publishing, Bella Andre, Author, Chris Bauerle, Director of Sales & Marketing
- New release pricing
- Backlist discounts
- Free ebooks
- Other innovative models
NEW RELEASE PRICING
Workman Publishing: How do you set a new release price? Tied into the physical book.
Bella Andre – Hybrid author – one book in series from pub is $9.99 and her self published book in the same series is at $4.99.
Feels that the $4.99-$5.99 is a “quality price”.
Digital price is drifting back to parity in price compared to paperback.
Why discount? Price change is not a promotion. The customer who is buying the discounted book probably is not your “regular price” customer. What is the promotion strategy. Ranking. Visibility. Exposure. How to drive units.
Never want to leave units or revenue on the table. The $0.99 is a customer. Maybe the $1.99 sale from a $2.99 price.
Bookbub: $2.99 vs $0.99 – 2x the sales but the $2.99 makes more money (profit). Read more »