According to Nielsen BookData, ‘approximately 184,000 new titles were published in the UK in 2013, of which nearly 60,000 were digital and there were thousands more self-published ebooks that did not have ISBNs’ (Richardson, Taylor, 2014). Surely, digital market of this size calls for the attention and exploration by the advertising industry.
With a possible negative effect of the amended VAT law coming into force on 1st January 2015 on ebook prices (Campbell, Shaffi, 2014), it might be time for publishers to open up to the world of digital advertising in order to continue to keep ebook prices attractive. Some suggest that ‘ebooks can be sold at tremendously reduced costs or given away for free with the intention of making long term gains by making money on ad-clicks or people purchasing products’ (Kozlowski, 2013).
Advertising in print books, of course, is nothing new and sometimes even big brands pay their way to a deal with a known author in order to promote their brand. This instance is very well illustrated by the case of Fay Weldon, who signed ‘the first ever commissioned product placement deal in publishing history’ in 2001 (Kennedy, 2001; Zaleska, 2014). The details following showed us that ‘Italian jewellery company Bulgari paid Weldon an undisclosed amount to prominently feature their wares (at least 12 mentions, said the contract) in a novel that came out aptly titled, The Bulgari Connection’ (Zaleska, 2014).
As mentioned above, ‘the technique of a digital product placement has now been suggested for e-books. So a product might be inserted into a digital text according to the location where the book is being read and the preferences of the reader or a promotion is an online or neighbouring store – all will provide payments for the publisher and author’ (Smith, 2013, p177).
However, Smith sounds worried and yet intrigued, when he continues with a fictional example: ‘at a flick of the digital publisher’s switch, James Bond’s car could change from an Aston Martin to a Ferrari to a Bentley, and Paddington Bear could eat peanut butter instead of marmalade’ (Smith, 2012, p177).
Being exempt from VAT (www.gov.uk), it could be argued that print books are still recognised to represent and reflect the cultural capital and values of the society.
However, the fresh inclusion of ebooks into the VAT sphere suggests that there’s been a cultural shift away from the traditional perceptions and digital might be heading into the noisy world of mercantile-driven text. In the end, it will be down to the customers to decide whether this is the right direction for ebooks.
Word count: 445
Bibliography:
Campbell, L., Shaffi, S., (2014) E-book prices may rise as VAT law kicks in, [Online] Available at: http://www.thebookseller.com/news/e-book-prices-may-rise-vat-law-kicks (Accessed: 22nd November 2014)
HM Revenue and Customs,(2014), VAT rates on different rates and services [Online] Available at: https://www.gov.uk/rates-of-vat-on-different-goods-and-services (Accessed: 25th November 2014)
Kennedy, M. (2001), Jewellers sponsor Fay Weldon’s latest literary gem [Online] Available at: http://www.theguardian.com/uk/2001/sep/04/pressandpublishing.fiction
(Accessed: 25th November 2014)
Kozlowski, M. (2014) Advertisements in ebooks – is it a good idea? [Online] Available at: http://goodereader.com/blog/e-book-news/advertisements-in-ebooks-is-it-a-good-idea (Accessed: 25th November 2014)
Richardson, P., Taylor, G. (2014), 3rd ed., PA Guide to The UK Publishing Industry, London: The Publishers Association
Smith, K. (2012), The Publishing Business, Lausanne: AVA Publishing
Zaleska, M. (2014), A short history of branded books and product placement in literature, [Online] Available at: http://www.mhpbooks.com/a-short-history-of-branded-books-and-product-placement-in-literature/ (Accessed: 25th November 2014)
With a possible negative effect of the amended VAT law coming into force on 1st January 2015 on ebook prices (Campbell, Shaffi, 2014), it might be time for publishers to open up to the world of digital advertising in order to continue to keep ebook prices attractive. Some suggest that ‘ebooks can be sold at tremendously reduced costs or given away for free with the intention of making long term gains by making money on ad-clicks or people purchasing products’ (Kozlowski, 2013).
Advertising in print books, of course, is nothing new and sometimes even big brands pay their way to a deal with a known author in order to promote their brand. This instance is very well illustrated by the case of Fay Weldon, who signed ‘the first ever commissioned product placement deal in publishing history’ in 2001 (Kennedy, 2001; Zaleska, 2014). The details following showed us that ‘Italian jewellery company Bulgari paid Weldon an undisclosed amount to prominently feature their wares (at least 12 mentions, said the contract) in a novel that came out aptly titled, The Bulgari Connection’ (Zaleska, 2014).
As mentioned above, ‘the technique of a digital product placement has now been suggested for e-books. So a product might be inserted into a digital text according to the location where the book is being read and the preferences of the reader or a promotion is an online or neighbouring store – all will provide payments for the publisher and author’ (Smith, 2013, p177).
However, Smith sounds worried and yet intrigued, when he continues with a fictional example: ‘at a flick of the digital publisher’s switch, James Bond’s car could change from an Aston Martin to a Ferrari to a Bentley, and Paddington Bear could eat peanut butter instead of marmalade’ (Smith, 2012, p177).
Being exempt from VAT (www.gov.uk), it could be argued that print books are still recognised to represent and reflect the cultural capital and values of the society.
However, the fresh inclusion of ebooks into the VAT sphere suggests that there’s been a cultural shift away from the traditional perceptions and digital might be heading into the noisy world of mercantile-driven text. In the end, it will be down to the customers to decide whether this is the right direction for ebooks.
Word count: 445
Bibliography:
Campbell, L., Shaffi, S., (2014) E-book prices may rise as VAT law kicks in, [Online] Available at: http://www.thebookseller.com/news/e-book-prices-may-rise-vat-law-kicks (Accessed: 22nd November 2014)
HM Revenue and Customs,(2014), VAT rates on different rates and services [Online] Available at: https://www.gov.uk/rates-of-vat-on-different-goods-and-services (Accessed: 25th November 2014)
Kennedy, M. (2001), Jewellers sponsor Fay Weldon’s latest literary gem [Online] Available at: http://www.theguardian.com/uk/2001/sep/04/pressandpublishing.fiction
(Accessed: 25th November 2014)
Kozlowski, M. (2014) Advertisements in ebooks – is it a good idea? [Online] Available at: http://goodereader.com/blog/e-book-news/advertisements-in-ebooks-is-it-a-good-idea (Accessed: 25th November 2014)
Richardson, P., Taylor, G. (2014), 3rd ed., PA Guide to The UK Publishing Industry, London: The Publishers Association
Smith, K. (2012), The Publishing Business, Lausanne: AVA Publishing
Zaleska, M. (2014), A short history of branded books and product placement in literature, [Online] Available at: http://www.mhpbooks.com/a-short-history-of-branded-books-and-product-placement-in-literature/ (Accessed: 25th November 2014)