The New York Times published an interview recently with Brazilian author Paulo Coelho, who pirated his own work by giving away free translations of his books until he was caught by his publisher. Radiohead achieved notoriety when they released their 2007 CD, In Rainbows, online and let fans name their own price. Author JA Konrath at one point was reportedly posting PDF copies of his novels on his website for readers to download for free on the theory they would pay the nominal fee for the convenience of reading his books on an e-reading device. What’s going on here?
Why would authors or artists give away their work for free? There are three reasons: to build an audience, to gain feedback for a work-in-progress, or out of a principled belief that artistic works and ideas should be accessible to all.
While this is great for consumers, I’m not a fan of the idea that artists or authors should give away their work. Artistic works are worth something. Although many authors toil for years writing novels with no expectation of being published or making money, we would like to think there is a financial reward for our achievements.
From a consumer’s perspective, it comes down to the “perception of value.” If you give away your work, the public perceives it as worth nothing. Wait a minute, you say. What about Amanda Hocking and John Locke, who amassed huge sales of their 99-cent e-books? They were practically giving them away. Correct, but there’s a big difference between 99 cents and zero.
Hocking and Locke made conscious decisions on pricing. They bet that interesting, well-written books priced ridiculously low would sell, and they were right. First-time authors who publish on Amazon.com generally choose one of two price points: 99 cents (on the theory they can sell
more books, even though the royalty rate is just 35 percent) or $2.99 (the price point at which the higher royalty rate of 70 percent kicks in). It’s a
calculated decision. Self-published authors know they won’t sell many books unless they price them between 99 cents and $2.99.
I plan to publish my first novel, Small Change, through the Kindle Direct Publishing program. I plan to set the price initially at $2.99. Why? I put
three years of my life into writing and editing this book. I believe it’s worth the price of a coffee and a donut, but that will ultimately be up to the reader to decide.
And what about well-known authors who elect to make their work available at little or no cost? According to the Times story, Coelho “continues to give his work away free by linking to Web sites that have posted his books, asking only that if readers like the book, they buy a copy, ‘so we can tell to the industry that sharing contents is not life threatening to the book business,’ as he wrote in one post.”
One could criticize Coelho’s methods, but he must be doing something right. Coelho has sold 140 million copies of his books and he has actively engaged readers through social media. According to media reports, he has more Facebook followers than Madonna.
Should artists give away their work?