The Evolution of Ebook Subscriptions
Today's ebook subscription providers offer a nice value proposition for avid readers. It's great that the all-you-can-read models from Oyster, Scribd, and Kindle Unlimited provide consumers with something other than the print model where you buy one book at a time. Now the industry needs to think about how the subscription option can evolve further and enable even more interesting business models.
Think about books that tend to change frequently over time. Technology how-to guides and reference manuals are just a couple of examples. When I was a tech book publisher I often heard complaints from readers about how the book they bought last month is already obsolete. As the industry shifts from print to digital this is a great opportunity to create a one-book subscription: For $x/year the publisher offers to keep the digital edition up-to-date and the consumer is reassured they haven't bought an obsolete product.
Another approach is to look at small libraries of highly focused content. One of the things you'll quickly discover with each of the current all-you-can-read models is that their depth on a particular topic is pretty limited. For example, as a baseball fan I can tell you that Oyster's sports library is pretty shallow. The problem becomes even more noticeable this time of year when publishers are releasing a bunch of new titles for opening day; you typically don't find many new releases in the ebook subscription programs.
Rather than leaving new titles out, why not feature them in a mini-all-you-can-read library for a topic like baseball? If one publisher has the title depth they could do this on their own. Most topics would benefit from a multi-publisher solution though. In that case, a provider like Oyster could offer this as an add-on to their current $9.99/month model. I would gladly pay an additional $5/month for access to newer releases of baseball books in my Oyster subscription. For those of you concerned that the monthly price is too high, think about what other add-ons could be featured in a program like this; once you know the subscriber's preferences (e.g., baseball fan), it's not too hard to come up with other digital goodies you could include to make the deal even more compelling.
Will the book publishing industry simply settle for the basic ebook subscription model we see today? That's highly likely given the industry's aversion to risk. It took the combined efforts of two startups, Oyster and Scribd, to get the publishers this far in embracing the subscription model. Let's hope another startup comes along to take the model even further.
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.