Warning: If you have a problem with profanity, this post isn't for you.
For any of my readers who are sick and tired of hearing about the Amazon-Hachette e-book pricing bullshit, let me start with an apology. I'm sorry for bringing that topic here. I'm sick of it too. I've tried to stay out of the issue thus far because most is little more than fodder for linkbait blog posts and hate-baiting between author groups. It's repulsive.
More important was the fact that you, indie authors, didn't really have a horse in this race. It's a dispute between a distributor and a traditional publisher. Interesting? Perhaps. Necessary for us to directly get involved at the moment? Not so much.
That has changed. I received an email from a friend and colleague, Yolander Prinzel, who sells indie titles (both print books and e-books) through Amazon. She passed along an email Amazon sent to KDP authors, essentially trying to manipulate them into actively taking part in this dispute on Amazon's behalf.
Here is their direct call to action. You can read the full letter at GeekWire.com if you'd like to.
"We will never give up our fight for reasonable e-book prices. We know making books more affordable is good for book culture. We’d like your help. Please email Hachette and copy us.
Hachette CEO, Michael Pietsch: Michael.Pietsch@hbgusa.com
Copy us at: firstname.lastname@example.org
Please consider including these points:
- We have noted your illegal collusion. Please stop working so hard to overcharge for ebooks. They can and should be less expensive.
- Lowering e-book prices will help – not hurt – the reading culture, just like paperbacks did.
- Stop using your authors as leverage and accept one of Amazon’s offers to take them out of the middle.
- Especially if you’re an author yourself: Remind them that authors are not united on this issue.
Thanks for your support.
The Amazon Books Team"
You don't have to have my marketing and PR background to smell this PR stunt a mile away. Someone deserves to have their ass handed to them for letting this crap get released as-is.
Let me start by pointing out that I don't hate Amazon or take sides in this overall fight. I'm a regular Amazon customer. I just renewed my Prime membership a few days ago. And as a consumer, I don't expect to stop buying from them. But I do have low tolerance for PR nonsense and obvious manipulative behavior, and as a long-time customer I was angered by this move. As for Hachette, well, as a consumer and author I simply have no reason to care about their interests one way or the other.
That said, I think both sides are acting like spoiled corporate brats that need to put their big boy pants on and work shit out. And they need to do so without using authors as pawns in their fight.
Amazon said it themselves: "Stop using your authors as leverage...." And the folks at Amazon need to take their own advice.
This particular email has me offended both as an indie author and as a consumer. Here are the biggest problems with it:
- Amazon assumes we're all delusional enough to believe they want lower e-book prices because they care about "book culture" or want to make life easier for consumers rather than increasing their own sales, both for e-books and Kindles.
- They made the dickish move of sharing someone's personal email address from Hachette while setting up a specially-filtered email address for themselves.
- They rip on the authors united thing while at the same time using readers-united in their email address for your feedback. It's absurd to pick apart someone else's choice of words while at the same time ripping it off for your own use.
- They try to put words into the mouths of indie authors as if we would parrot their talking points instead of thinking for ourselves. That's incredibly insulting.
- It's more than a little bit hypocritical for Amazon to criticize Hachette for using authors as leverage when they're trying to mobilize their own little indie author army to go on the attack. Along those same lines, they want you to tell Hachette to get authors out of the middle of this dispute. Um... again, how stupid do they think we are? Certainly not dense enough to not notice the hypocrisy. There is one difference though. If Hachette mobilized its authors, it did so against a company that could directly affect their authors. Amazon is asking you to stand up against a traditional publisher that has nothing at all to do with you or your own independent book sales.
Now look. Hachette is not some innocent party here. Both of these companies have spouted more than their fair share of horse shit. And both have played a role in pitting authors against each other and both are guilty of orchestrating pathetically transparent PR stunts.
But I don't really care what Hachette has done right now. This is about Amazon's email directly to indie authors. If Amazon really cares about looking like the "good guy" here (and they sure are trying to paint Hachette as the bad guy -- a two-way street in this perpetual pissing contest), then they ought to be able to rise above the bullshit instead of resorting to tactics like this email.
Amazon needs to remember that of those two companies, only one is of mass interest to both book buyers and indie authors. Most don't give two shits who publishes a book before they buy it, probably haven't even heard of Hachette, and aren't likely to go out of their way to avoid buying Hachette's titles. Amazon is the company far more people know, buy from, and publish with. And as such, they owe both readers and indie authors far more respect than this email demonstrated.
Maybe this is just me. But I think we authors should remember that while both of these companies answer to someone, that someone is not us. As such, it might be a good idea to stop speaking for Hachette and Amazon and instead speak up for ourselves. If you're as sick and tired as I am of these two big corporations trying to use authors to hash out their business disputes, why not copy them both on your thoughts?
Better yet, if you're unhappy with the blatant PR stunts pulled by either company and how they affect authors, contact their PR folks directly. And don't hold back. They just love feedback.
Jennifer Mattern is a professional blogger, freelance business writer, and indie author. She began writing for clients in 1999 and started her first blog in 2004.
She owns 3 Beat Media - a publishing and client services company which operates All Indie Writers as well as several other websites and blogs including The Busy Author's Guide and BizAmmo. Jenn comes from a background in online PR and social media consulting, having owned a small PR firm for several years before choosing to pursue a full-time writing and publishing career.
Jenn also writes fiction under multiple pen names in the areas of children's fiction, mysteries, and horror fiction. Jenn is an active member of the Horror Writers Association (HWA) and currently serves as the organization's Assistant Coordinator of Promotions and Social Media.
Latest posts by Jennifer Mattern (see all)
- Quick Tip: Build Relationships With Reviewers Well Before Your Book Launch - October 21, 2014
- 71 Tools and Tactics for Your Book Marketing Plan - October 20, 2014
- Book Marketing Timeline: From Pre-launch to Post-launch - October 16, 2014
- Free Book Marketing Plan Outline - October 15, 2014
- Book Marketing Plans: Keep Market Research Simple - October 14, 2014