Ebook Subscription Services as Publisher Affiliates
I was at an event last week where an attendee described the following scenario: She discovered an author on the Oyster unlimited ebook subscription service, she read one of their books, and then realized the author's other books aren't included in Oyster. She was then forced to buy the author's next ebook somewhere else. The end result is the publisher still has no relationship with the reader and Oyster earns nothing from the sale of that next book.
We're going to see more and more of this as publishers dip their toes in the ebook subscription waters, adding portions of their list but not their entire catalog.
This is a significant missed opportunity for the publisher...and the subscription provider (Oyster).
Here's how the publisher and subscription provider can alter the model and both come out ahead: The subscription provider becomes a publisher affiliate, leading these interested and engaged readers to the publisher's site where they then purchase that next book that's not in the subscription plan. Maybe the publisher even sweetens the deal, giving the reader a special discount for being an Oyster subscriber. This requires the publisher and Oyster (or Scribd, for that matter) agree on affiliate terms, but wouldn't they both prefer this sales model vs. losing that reader to some other retailer?
The publisher could take this a step further and have the purchased book placed in the subscription provider's reader application. So now when I use my Oyster app I'm sometimes reading books rented through my subscription, and other times I'm reading books I own. The beauty here is that I'm using the same application in both situations so I don't have to remember the idiosyncrasies of multiple apps.
If I was still a book publisher this is something I'd pursue immediately. The subscription model is here to stay and the startups in this space could use some help to stay afloat and not get crushed by the 800-pound gorilla.
For the sake of competition and keeping the dominant player honest, let's hope Oyster and Scribd extend their services by implementing something like this.
Joe Wikert is Publishing President at Our Sunday Visitor (www.osv.com). Before joining OSV Joe was Director of Strategy and Business Development at Olive Software. Prior to Olive Software he was General Manager, Publisher, & Chair of the Tools of Change (TOC) conference at O’Reilly Media, Inc., where he managed each of the editorial groups at O’Reilly as well as the Microsoft Press team and the retail sales organization. Before joining O’Reilly Joe was Vice President and Executive Publisher at John Wiley & Sons, Inc., in their P/T division.