Forgive my rambling, but this is a topic that comes up often in converstaion with a friend whilst we're driving to various gaming sessions.
A few quick questions to the industry;
How many sales are LOST because of piracy?
How many sales are MADE because of piracy?
How many people with pirated pdfs on their computers had no intention of buying the game anyway?
These are very relevant questions. The first one especially so, as how many people do any of you know that will use a pirated pdf from their computer whilst at the gaming table? How many print these pdfs out to use at the table? I suspect the honest answers to be "maybe a couple."
As to the second question, I'm sure there are people out there that were unwilling to risk $30-40 on a book they might not like, but after browsing a pirated pdf decide to go ahead and buy the book.
This leads me to what I think the industry could do to help itself. Sell reasonably priced ($10-15, not this 95c off stupidity) watermarked pdfs to try and grab the uncertain market. This price is around the magic impulse buy figure, and the vast majority of customers that like and intend to use the book will buy a hard copy as well. That's two sales! The customers who didn't like the pdf don't feel as bummed for blowing $10-15 rather than the $30-40 for the book (which also runs the risk of being returned).
I can hear the "it costs a lot to produce books" crowd starting up now, but hear me out. Certain costs are the same if it's dead tree or pdf. I'm guessing here that the cost of writing, art and layout are the same. From this point the file needs to be processed for dead tree or pdf printing and that both of these processes involve more-or-less the same effort and cost. I keep hearing that books are sold into the distribution chain at about 50% RRP, so by selling a pdf directly at 50% RRP a publisher is making more profit than with a hardcopy. The pdf is a one time cost instead of a recurring physical cost for printing materials and shipping.
Green Ronin done something similar with Blue Rose. The pdf went on sale for $16 (IIRC), then a couple of months later the physical book went on sale. In the intervening time they also managed to get customer feedback and reduce the amount of errata the physical book would have had! (An updated pdf was also sent out to customers).
I've rambled enough, but I'm sure you all see what I'm trying to say.
A few quick questions to the industry;
How many sales are LOST because of piracy?
How many sales are MADE because of piracy?
How many people with pirated pdfs on their computers had no intention of buying the game anyway?
These are very relevant questions. The first one especially so, as how many people do any of you know that will use a pirated pdf from their computer whilst at the gaming table? How many print these pdfs out to use at the table? I suspect the honest answers to be "maybe a couple."
As to the second question, I'm sure there are people out there that were unwilling to risk $30-40 on a book they might not like, but after browsing a pirated pdf decide to go ahead and buy the book.
This leads me to what I think the industry could do to help itself. Sell reasonably priced ($10-15, not this 95c off stupidity) watermarked pdfs to try and grab the uncertain market. This price is around the magic impulse buy figure, and the vast majority of customers that like and intend to use the book will buy a hard copy as well. That's two sales! The customers who didn't like the pdf don't feel as bummed for blowing $10-15 rather than the $30-40 for the book (which also runs the risk of being returned).
I can hear the "it costs a lot to produce books" crowd starting up now, but hear me out. Certain costs are the same if it's dead tree or pdf. I'm guessing here that the cost of writing, art and layout are the same. From this point the file needs to be processed for dead tree or pdf printing and that both of these processes involve more-or-less the same effort and cost. I keep hearing that books are sold into the distribution chain at about 50% RRP, so by selling a pdf directly at 50% RRP a publisher is making more profit than with a hardcopy. The pdf is a one time cost instead of a recurring physical cost for printing materials and shipping.
Green Ronin done something similar with Blue Rose. The pdf went on sale for $16 (IIRC), then a couple of months later the physical book went on sale. In the intervening time they also managed to get customer feedback and reduce the amount of errata the physical book would have had! (An updated pdf was also sent out to customers).
I've rambled enough, but I'm sure you all see what I'm trying to say.