John Green: Author of Paper Towns, An Abundance of Katherines and Looking for Alaska
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Why An Abundance of Katherines Will Only Cost $3.99

The paperback of An Abundance of Katherines will be published on August 14. It will look something like this:

(In real life, the cover will be higher resolution and not clearly stolen from B&N.)

As you can see up there in the top-left corner, the paperback of Katherines will be--at least for a while--a mere $3.99. Almost all trade paperbacks now retail for 10 dollars or more, and a lot of people have been asking why the book will be so inexpensive. Some reasons:

1. Books are ridiculously overpriced. Paper Towns will retail for $17.99. That's a lot cheaper than most contemporary fiction (Junot Diaz's brilliant novel is $24.99, for instance), but it's still expensive. I'm always interested in trying to keep costs low, but it's very difficult for a number of reasons, which I can get into if anyone ever wants a long and boring post about publishing economics written by a rank amateur in the field. At any rate, we were talking about how to launch the paperback of Katherines, and someone was like, "What if we made it so cheap that no one would make any money?" And I was like, "Now that is an idea!"

2. Of course, that idea was born of a nakedly capitalistic calculus: We hoped it would 'grow the brand' (someone actually said those words in that order; the brand in question being, I guess, me). We also wanted people to get excited about the October release of Paper Towns, which by the way you should preorder right this very moment! (Sorry, I am practicing my shitty salesmanship skills.)

3. Like all writers I know, I would much rather have readers than money. Books have always been luxury items. (Putting aside the fact that even voracious readers in the end prefer food to fiction, there is almost always a cheaper way to read than purchasing a book.) It is because books are a luxury that they are so expensive (ditto re., for instance, cable television, which is also outrageously expensive when you consider that you are paying for the right to watch advertisements). The unfortunate result of this is that purchasing and owning books becomes impossible for a lot of people. And there is real value in owning a book, in being able to return to the text repeatedly, in being able to highlight it and write in the margins and make it well and truly yours. So whenever there's an opportunity to lower the hurdle between a reader and book ownership, I'm for it.

47 Comments:

At July 17, 2008 , Blogger Kurt said...

That's a wonderful idea. ...Gee whiz, John, you're going to be money-alright with this, right? That's a big thing to do.

 
At July 17, 2008 , Blogger Ferrari said...

Wonderful salesmanship skills. I think I will go buy all three books as soon as I get the monies. (or beg mom and dad to buy them ^_^)

 
At July 17, 2008 , Anonymous Anonymous said...

Food or fiction...? I still say fiction. Food makes your body bigger, but reading makes your brain bigger (in, of course, an entirely metaphorical sense).

I still prefer the hardback cover to the paperback. Why did they change the picture?

 
At July 17, 2008 , Anonymous Anonymous said...

I bought Alaska last time I was in a book store, but could not find Katherines. I do plan on buying Katherines as well as Paper Towns as soon as I can find them! I don't buy many books (working in a library, in the interlibrary loan department no less, it's very difficult to justify buying ANY books), but because I love your books, and because I want to lend your books to all my friends, I will buy them. The fact that I have a couple of B&N gift cards socked away doesn't hurt either. ;)

 
At July 17, 2008 , Blogger Jonathan said...

Bravo, John. This is why your readers like you as much as they do, because you are made of so much awesome.

Can't wait for Paper Towns. I have already pre-ordered my copy.

 
At July 17, 2008 , Blogger carodoi said...

will it be 3.99 in Canada?

 
At July 17, 2008 , Blogger John Green said...

re. the canadian price: I don't know, ziemlich. It's impossible for me (at least so far as I know) to discuss the Canadian price with my publisher; I don't know who decides such things. I'll try to find out. -John

 
At July 17, 2008 , Blogger courtneylynne said...

I'm excited that I'll be able to afford Katherines when it comes out. Paper Towns comes out around my birthday, so my parents are buying it for me, but they usually make me buy my own books.

 
At July 17, 2008 , Anonymous Anonymous said...

That's awesome!

 
At July 17, 2008 , Anonymous Anonymous said...

When I read "rank amateur," it registered in my mind as "stinky amateur." Hee hee

 
At July 17, 2008 , Blogger Brittany said...

because these will be so affordable, i am going to buy about 100 of them when it is released and send them to people who cannot afford books through an organization similar to firstbook.

thanks, john.
DECREASE WORLD SUCK!!

 
At July 17, 2008 , Anonymous Anonymous said...

I think it's a great idea, anything that gets people reading good books, right? Penguin has a series of £2 popular classics here printed on 100% recycled paper and I think they're wonderful.

 
At July 17, 2008 , Blogger Miss Viola Bookworm said...

Great idea! As a teacher (in Greenwood...south side of Indy), I'm thrilled that I will have the opportunity to purchase more than one copy of your book to stick on my shelf for my students. I'm a voracious reader, and unfortunately for my husband, spend too much on books, especially those by my favorite authors. For teens though, the price of a hardback (and even a paperback) can be too much, and if their parents aren't readers, it can be too much for them as well. What a great idea to offer it at such a price, even though you might not make much profit. :(

I also want to thank you for your post about celebrity status and teachers the other day. Teachers don't often get the recognition that they deserve, and it was nice to hear your comments as well as those by your readers. I'm a high school English teacher, and my teaching friends and I are huge fans of your books, so it was especially nice to hear those comments from you since we promote your books with our kids.

And finally, I'll sign off by saying that my friends and I, also former young people, were hanging out at Border's on a Saturday night not long ago (the one on Highway 31, south side of Indy). We shut the place down, and while standing outside the entrance with our sacks full of books, a group of cool young people drove by at an alarming speed and made a few comments about our thrilling bookstore activities on a Saturday night. We held up our bags and yelled, "Nerdfighters Rule!" Then we ran to our cars in case they were our students. :)

 
At July 17, 2008 , Blogger Kimberly said...

Posting the reasons sounds like a good idea to me! I've heard a lot of people ask why books are so expensive.


I already preordered, s I'd say your skills are working.

 
At July 17, 2008 , Blogger Hilary said...

I'd totally buy the paperback if I didn't already have the hardcover...
Hell, it's only $4. I'll buy it and give it to someone.
That's seriously an awesome idea though. Didn't the last Harry Potter go for #30something? Absurd. I mean, everyone bought it anyway. But it was still absurd.

 
At July 17, 2008 , Blogger Crystal said...

I hope you still make enough money to like, feed Willy and pay for any future injuries he might have.

 
At July 17, 2008 , Blogger Crystal said...

Oh, and to, ya know, feed you and the Yeti. That's important, too.

 
At July 17, 2008 , Blogger appletrain said...

is Paper Towns being released on Oct 16 in the UK too?

 
At July 17, 2008 , Anonymous Anonymous said...

As a college student, I thank you from the bottom of my wallet. My very empty wallet. :)

 
At July 17, 2008 , Anonymous Anonymous said...

The new print date is really exciting for me because I'm in Oregon right now for a newspaper internship and I should be back in my hometown by the 14th. I know it's narcissistic to imagine you planned the publication date specifically according to my schedule, but I what is a nerdfighter if not a dreamer?

 
At July 17, 2008 , Anonymous Anonymous said...

Paper towns is at the top of my list.
Your first novels were brilliant enough, can't wait for this one.

 
At July 17, 2008 , Blogger Unknown said...

i would be all over pre-ordering paper towns, but (a) i want to be able to choose which cover i purchase...it's likely to be both, & (b) i like to support my friendly neighborhood bookstore when i can (though i'll admit a love of amazon as well).

way to be a really good person, john.

 
At July 17, 2008 , Blogger Agatha said...

Hi
I'm new
Just wanted to say that this is awesome. Though I won't really benefit from it, seeing as I live in Norway, and have to pay extreme amounts of money in shipping fees and taxes, it still is pretty awesome, and I have seen Looking for Alaska in the Norwegian answer to Amazon (which in reality isn't anything like Amazon)

I'm sorry I haven't read your books, but I will as soon as I get the money.
Oh, and one more thing, you are awesome

 
At July 17, 2008 , Anonymous Anonymous said...

YEAH BOI.

 
At July 18, 2008 , Anonymous Anonymous said...

Way to remember to be awesome. I looked for you (your books) at Books-A-Million and couldn't find you (your books). I was greatly disappointed, but, had I found them, would be even more poor than I am now. Three books cost me forty dollars. Can't wait to read An Abundance of Katherines.

 
At July 18, 2008 , Anonymous Anonymous said...

is it true that michael cera might play pudge in the looking for alaska movie?

 
At July 18, 2008 , Blogger Jessie Carty said...

building your brand *snicker* doesn't that kind of thing just blow your mind!

i wish i was better about pre-ordering but unless there is a midnight release i want the book in hand when i SEE it :)

that being said can't wait to pick up both!

 
At July 18, 2008 , Blogger Kate K said...

I was raised in a house where the most important and cherished thing was not love, respect or morality, but signed books. My dad lives in a small house in Traverse City, Michigan, and the entire bottom floor is just rooms of books with their own humidifiers and air conditioners to make sure the pages don't dry out and discolor. Is any other part of the house air conditioned? Of course not. Because that would be a waste.

So needless to say, my Looking for Alaska and An Abundance of Katherines signed copies are sitting on my bookshelf where they shall remain untouched and lovingly cared for while I wait to get my hands on a paperback so I can read Katherines again without fear of somehow damaging my signed edition. *sigh*

 
At July 18, 2008 , Blogger david elzey said...

John, I'm all with you on lowering the barrier, but there's another way you might want to investigate with your publishers in the future. I hope to actually do this myself when I get in the position (i.e. actually sell a manuscript) to do so:

Release hardcover and trade paper editions at the same time.

Libraries prefer hardcover for circulation purposes, but when they have to replace due to wear they go to paperback. Because that's what kids prefer for hauling around. People will, of course, occasionally prefer the hardcover for gifts or signings or whatnot but why, if someone really wants to own the book but would prefer the cheaper-to-produce paperback should they wait a full year or so for a publisher to milk as much as they can out of a hardcover?

We're talking about an audience with disposable income who are nonetheless cost-conscious. But it's what's on the pages and not what the cover is made of when it comes right down to it.

In Hidden Order: The Economics of Everyday Life by David D. Friedman he explains how this should work for you and your publisher. It's the economic model that suggests that movie theatres could make a killing at the snack bar if they served popcorn and soda in one large size and charged a buck each. As they say, volume! volume! volume!

Anyway, good on you for the lower price management. I hope it works.

 
At July 18, 2008 , Anonymous Anonymous said...

John, you continue to amaze us with your awesomeness; I can't wait for Paper Towns.

 
At July 19, 2008 , Anonymous Anonymous said...

That's great. Anything that can make books (especially YA books) more accessible is automatically made of awesome.

But I have to agree with pugnacioun, though -- the original Katherines cover is gorgeous. One of my all-time favorite YA covers (and titles, too, for that matter). The new cover is pretty, but nowhere near as interesting. I'd love to know why it was changed.

 
At July 19, 2008 , Anonymous Anonymous said...

I know it's been widely acknowledged, but seriously. You're awesome.

 
At July 19, 2008 , Blogger . said...

well, john green, i think you're an awesome guy. first of all, you are hilarious and your videos are awesome. also, i'd say you're right up there with markus zusak for my favorite author. go you. and thirdly, you make your books cheap. or at least, you try to. i'm forever in debt to your awesomeness.

 
At July 21, 2008 , Blogger milowent said...

abundance of katherines is a loss leader!?!?!

you should get a cut of whatever books top the best seller list that week!

i don't know how common this type of promotion is, but i hope it works. maybe some articles will pick up this scheme and compare you to radiohead giving any albums, because that's the kind of nonsensical connection the media likes to make.

 
At July 21, 2008 , Anonymous Anonymous said...

I'm genuinely impressed, it's astounding to see a writer with such strong morals to the reader.

AND for the first time in my memory, the price in Britain is the same as it is in America. :)

(I truly hate it when they somehow believe $3.99 is the same as £3.99...)

 
At July 21, 2008 , Anonymous Anonymous said...

i like the katherine in the nerd glasses!

 
At July 21, 2008 , Anonymous Anonymous said...

just bought looking for alaska -- and asked our local B&N to get you to come visit! : ) I told the manager how you're a youtube phenom and how awesome the whole nerdfighter thing is -- she said that corporate arranges invites but they can special request when customers show interest -- so we'll see!

 
At July 22, 2008 , Blogger carodoi said...

I would be interested to know how the Canadian prices are determined for American books. There has lately been a bit of an uproar concerning Canadian vs. American prices up here in Canada. The Canadian price is usually a couple of dollars more than the American one. But now that our dollar is about the same value, it seems unfair to pay the higher price. Many people have decided they would rather not buy books if they're going to be priced this way.

The next time I find myself visiting your country, I will be sure to find a copy of the book!

 
At July 22, 2008 , Blogger david elzey said...

i always understood canadian prices to be about trade tariffs and not about dollar equity...

 
At July 22, 2008 , Anonymous Anonymous said...

Must say you have written about a touchy subject,at least for me, because every time I buy a book the poor cashier has to listen to me rant about the high prices of books. Especially high when it has a special logo that catalogs it as part of some book club (ahem! O) need I say more! Paperback editions rule anyhow, good luck on your salesmanship skills, and on expanding THE franchise also...just please, please if you ever decide to have a book club don't put a sticker announcing it to the world, make a video about it.
PS Holden Caufield definitely isn't Edward Cullen that's for sure! lol

 
At July 22, 2008 , Blogger NorthDweller said...

This post doesn't directly relate to the topic at hand - although affordable books are almost as cool as growing brands. I can't call myself a nerdfighter, however I have enjoyed your vlogs of 2007. I finally bought (and read) "Looking for Alaska". I was a bit embarrassed to be shopping the teen section of BN, but am glad I did. I read it in one sitting - what a great book! I'm looking forward to reading your other books in the future.

 
At July 22, 2008 , Anonymous Anonymous said...

Question: When you are all finished with the first draft, how many typed pages is it on your computer.

 
At July 23, 2008 , Anonymous Anonymous said...

I have only read Looking For Alaska, and after a long time, I read something that made me think, made me want to read the entire book from start to finish and I actually wrote down some of the quotes. It's a little sad.
I cannot wait fot An Abundance of Katherines to come into my bookstore, I know it will be brilliant.
-Suki

 
At July 23, 2008 , Blogger Caitlin said...

It will be REALLY interesting to see if this marketing strategy works out, and if you actually make a profit from it.

You have to assume that three or four more people will purchase the book than they would if it were $12.99.

I know the nerdfighters can all get 3 extra people to buy it. When people take a look at it in the bookstore, they're more likely to buy it at $3.99.

Good luck John!

 
At August 09, 2008 , Anonymous Anonymous said...

Thank you so much John! I haven't gotten around to buying AAK (what a funny abbreviation) yet, and now I most certainly will August 14. You can count on me to run to a book store that very day.

 
At September 16, 2008 , Anonymous Anonymous said...

Oh, dude, I just bought "Katherines" on B&N.com yesterday!! I can't wait till it comes!!

 
At October 04, 2008 , Anonymous Anonymous said...

Your books feel so real and have this sophisticated humor within them. You get to see the different kinds of funny in our world.

SO HOW EXACTLY DID YOU FIND OUT THAT THERE IS A HURRICANE IN EVERY SHOWER?

Sincerely,
anagrammed: Linemen ablaze Hitler

 

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