One of the most interesting reactions to the new Kindle DX 2 was from a commenter at one of the big blogs.
Reading isn’t worth $400.
That’s a short and very succinct statement that encapsulates what most non-readers feel about reading.
It’s exactly the type of statement that came up when the original Kindle sold for $399. It’s coming up now for the new Kindle DX 2 and it’s accompanied by other statements about the perceived value of reading – as perceived by non-readers.
The Kindle should be less than $100.
I’ll buy one when they are $50.
Wouldn’t buy one even if they were $50.
There isn’t much point worrying about these opinions.
Non-Readers shouldn’t be assessing the value of reading anyways
There are certain qualifiers that need to be added to the ‘reading has no value’ statements and a lot of context. So the above 4 statements would be better written out as -
- Given my reading habits of a book a month, and reading not being in my top 5 things to do, buying a dedicated reading device for $400 does not make sense to me. Talking from my own personal perspective reading isn’t worth a $400 dedicated device.
- The Kindle doesn’t provide enough value to me to be worth more than $100.
- Due to not being interested in reading, and due to other reasons that devalue the utility of an eReader (for me), an eReader is worth just $50 and once eReaders hit that price point I’ll buy one to try it out.
- Reading just isn’t something I do so would not buy a dedicated reading device.
These are basically people who don’t read enough and have no business talking about the future or value of reading as it applies to other people – especially people who do value reading.
People who can’t afford eReaders don’t factor in for the moment
It might be politically incorrect and unfortunate – However, if some people can’t afford an eReader then they’re not currently playing a part in the reading and publishing revolution. They will have a very important part to play when eReaders do hit the $100 price point – For now they are simply bystanders and they don’t get to decide the direction of reading or eReaders.
Here we get a different sort of statement -
Reading is worth $400 but I can’t afford it.
For me a $379 device with $10 to $12.99 ebooks is not a better value than printed books.
Libraries are a much better option.
Fair enough.
Non-readers don’t really matter when it comes to Reading and eReaders
eReaders and eBooks are both billion dollar businesses (or close). This has happened with $400 eReaders and $189 eReaders. This is worth pointing out because all the people who thought reading isn’t worth $400 didn’t win out. In fact, it was the people who thought reading was worth $400 and actually paid that amount that won out.
There are two sets of people -
- Those who are standing on the sidelines pretending there’s no revolution in books and publishing and pretending that eReaders have no future unless they sell for $50.
- There are those who are putting their money where their mouth is and buying eReaders for $189, $259, $379, and even $489. They are literally creating the future. In addition they are buying ebooks at $9.99 and revolutionizing books in yet another way.
This is worth noticing and worth remembering because there will be a time when there are $50 eReaders and $100 eReaders and when eReaders take over all of books. When that time arrives the same people who thought reading isn’t worth $400 and reading isn’t worth $189 will pretend that they were responsible for all the good that has happened.
That’s the gift and the curse of helping create a new future – People forget that when they held back and waited for $50 eReaders there were other people who stepped in and paid $399 for a first generation Kindle and helped it survive. That yet more people stepped up and paid for $189 Kindles and $259 Kindles and bought ebooks and helped set the stage for $50 and $100 eReaders to be possible.
We should be happy that even though there will be lots of other people and companies greedy for all the credit and glory it’ll be our eReader and eBook purchases that created everything. If it weren’t for Kindle 1 owners there would be no $189 Kindle 2 and it’s the Kindle 2 and Nook and Sony Reader owners who are now allowing for the $50 and $100 eReaders that will reach the mass market – the supposed ‘important’ people.
These ‘important for reading though they don’t read or value reading’ people will enjoy their amazing eReaders and feel that eReaders are finally at the right price – without ever realizing that it was people who valued reading enough to buy eReaders at ‘not-right’ prices that helped create this future.
Filed under: books Tagged: | kindle value for money, value of books
A very thoughtful analysis of a disturbing quote!
I’ve never regreted paying launch prices for my Kindle 2 or Kindle DX – but your last point about current eReader consumers helping to fuel better devices and lower priced books was one that I’d never taken much time to consider. Demand does drive the market, and I’m happy to say that I’ve been supporting this particular market from an early stage. That support already appears to be paying off!
I paid full price for my Kindle DX in January.. so YES it is worth 489.00 !
I think if Amazon would improve the PDF viewers in the DX, they could go towards airlines with the DX, then flight attendants and possibly even the rest of the crew could carry their manuals on their DXs!
Big companies have big manuals for employees, the DX makes it easier to carry (I speak from experience). I have my work catalogs and my volunteer work manuals on my DX in addition to my books… Sure makes travel easier then lugging around 10-20lbs in books!
Reading is worth $400. A single eReader may not be.
Context: I’ve been reading on my iPod Touch. I just bought a Nook WiFi.
[Several factors in my decision (Touch vs. Kindle vs. Nook). Nook has replaceable battery, touch vs. tiny keyboard, Android subsystem (for 'tinkering' - I like gadgets), and ePub support, as well as apparent support for library borrowing.]
I mostly agree w/ you, but people who don’t buy a $400 eReader don’t have to be either 1) not committed to reading or 2) unable to afford it.
I am committed to reading – my wife and I have hundreds of volumes of fiction, theology, kid’s books, etc. I read 5+ books/month. I could afford to buy a $400 eReader but I choose not to.
Several reasons for not buying a $400 eReader but buying a $150 eReader (actually cheaper, after a sale I found):
1) $400 could replace my wife’s aging laptop. $100-150, I can buy an eReader w/out feeling guilty about that.
2) My iPod Touch usually doesn’t bother my eyes (gaming on it is far worse on my eyes than reading, in my opinion). But I only have one set of eyes, so I want to try out eInk tech.
3) The platforms are too unstable still.
I can’t afford to be heavily invested in one platform if it fails/loses updates or similar.
- Kindle or Nook both have many free or cheap books to test out the tech
- The market is changing rapidly and should be decided one way or the other in the next year or so, at least general direction
- Competition is driving improvements on price and features, both of the devices and the apps/formats (Kindle, eReader, iBooks)
- Once the technology matures (and it seems to be getting close to me) we’ll have a netbook-like diversification, which means better prices, more choices. The best ones will (hopefully) win; the clones and poorly designed ones will (hopefully) fail. Example: Pandigital Novel seems like it may be one that fails due to various issues; Kindle and Nook seem to have a good chance of succeeding, especially with continued improvements to battery life, screen tech, notetaking, etc.
Finally, I’d love to help ‘shape the market’ and I am to the extent I can, but my newborn son and taking care of my family has to be a higher priority than participating in an eBook revolution. Though I hope some of the better trends currently will continue.
Your priorities are definitely right – would have the same ones in your situation. By buying ebooks you’re definitely doing your part.
“If it weren’t for Kindle 1 owners there would be no $189 Kindle 2 and it’s the Kindle 2 and Nook and Sony Reader owners who are now allowing for the $50 and $100 eReaders that will reach the mass market – the supposed ‘important’ people.”
Seriously, why does everyone forget that the Sony Reader came out before the Kindle?
Because it didn’t take off.
Reading is PRICELESS. I cannot fathom a world without reading. I have always been a voracious reader but I can honestly say that I have read more since I bought my Kindle at the beginning of May than the previous year.
I shudder to think of a world without reading or where reading doesn’t matter. For you non-readers, just watch Fahrenheit 451 to see what that would be like. And just so you’ll know, 451° is the temp at which paper burns.