Not All (e)Books Are Created Equal
Value-Oriented Pricing: The Highest Profit Potential
Ultimately, not much argues in favor of pricing e-books based on the formula of "print price minus x." E-books are individual products with their own target group, and thus deserve to be priced separately. Still, you have to be careful which approach you choose: The classic cost-plus approach won't get you the right price. But value-oriented pricing will, given you can determine what kind of value your e-book (or e-book category) offers your target group, and translate this into the right price. This may not be the easiest approach-but it definitely offers the highest profit potential.
Annette Ehrhardt (email@example.com) is a Senior Director at global consulting firm Simon-Kucher & Partners (which is regarded as the world's leading pricing advisor) in Zurich, and an expert in the media and telecommunication sectors. She is the joint leader of the firm's European business in the media sector.