The Price is Right

Before iPad was launched I started to think about the sort of ibooks that might form an extra attraction for possible ireaders. As my wife came up with the idea that iPad would become something to put on a table, I thought the old fashioned coffee table books would be a nice starting point. In every home I come, I see nice designed and well published books lying on coffee tables: 1 +1 = 3, right?

So I started touring publishers of books covering the arts, photography, design, architecture, history. I was rather stunned to notice these conversations turned out to be flashbacks.

I reexperienced earlier conversations during the rise of web 1.0 with record company management people.

There was, as we now are used to notice, ‘no real sense of urgency’. Of course it could be explained by the fact that all of these publishers were based in a very small country, called The Netherlands, but one would expect these professionals at least to be familiair with concepts like ‘desintermediation’, ‘e-books’, ‘Google’ or ‘ecommerce’. To my surprise they were not. And if they were, they were convinced that it would take years to develop and mature.

This year I started talks with museums to publish ibooks ourselves, without the publishers, since they were the ones that would be desintermediated. In preparation of making a shortlist for ibooks, I came upon art books, already available on iphone, iPad and iTouch. The price for a neat little handy booklet on Van Gogh was $ 1.99.  At least 50 or so well known painters were published as well for the same price.

This brings me to my point. As The Daily set the price for a daily on the iPad, this publisher set the price for nice, neat, little ibooks on painters.

Publishers and for that matter museums will have a very, very hard time to beat this price.

But for consumers, all over the world, the price sure is right.

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