The Merits Of Online Publishing

Jason Fried of 37 Signals, the guys behind web applications like Basecamp and Tada List and Backpack , have published a book on how to build web apps. And they’ve proven a point — that publishing online can be the smart way to go. Jason tells me they’ve sold 4,000 downloadable digital copies of their new book Getting Real in the first week — at $19 a copy, or $49 for a site licence that allows users to make up to 10 copies for co-workers.

That’s $85,000 in pure profit, Jason says. Which I have to say is pretty good. I can’t imagine the same thing would happen, or does happen, for every tome. I asked Jason why he thought the numbers were so high. Here’s his response:

  • It’s easy. buy it now, get it now. you just download the PDF
  • we’ve been talking about our Getting Real process for a long time on our blog, and now people can get the whole thing in a $19 book
  • Lots of interest in how we work. How we’ve been able to build 5 products, write a book, and write Ruby on Rails in 2 years with only 7 people

Interesting. In other words, if a book really adds value to something that has already attracted a lot of interest, you have a ready audience. Even if you keep a blog, and tell everyone what you’re doing and how to do it, there will still be people interested enough to buy the book to read more. And $19 isn’t cheap: That’s a hardback book where I come from, but somehow online, being able to just grab it in PDF in a second, somehow makes the price seem reasonable. As Jason puts it:

I think there’s a big story here… The idea that authors with audiences don’t need publishers anymore. You can take your message direct to your audience. AND you own the rights to your work.