The Bookseller notes that cheap and discounted e-books have been selling really well on Apple’s iBookstore. HarperCollins and Pan Macmillan are mentioned to have a lot of cheaper-then-print e-books on the bestseller list, whereas Hachette who prices e-books higher only has two books there.
David Roth-Ey, group digital publisher for HarperCollins, said: "Our goal is to find the optimum price for our e-books to maximise value for ourselves and our authors, while giving consumers a fair deal and incentivising them to buy, rather than motivating them to fileshare our digital content."
Roth-Ey stressed the discounting was an attempt to "right-price" e-books, warning it was important to encourage people to pay for books "not drive people to find pirated editions elsewhere". He explained: "If the average selling price of a hardback book with an r.r.p. of £18.99 is £12, we can’t reasonably charge £18 for the digital edition. Physical book r.r.p.s are a point of reference for determining an appropriate digital book price, but not the determining factor."
It’s nice to see publishers starting to get a clue about fighting piracy with more reasonable pricing. Who would have thought that consumers actually prefer to get more for their money?