Bonnierförlagen invests in e-books

"In order for e-book sales to really gain momentum, four things are needed," says Magnus Nytell, digital publishing manager at Bonnierförlagen. "The first is a cool, user-friendly e-reader. The second is a well-functioning distribution system. Third, we need a simple, practical retailer. And the fourth is a wide selection of titles, which is especially important if people are going to spend a few thousand crowns on an e-reader. As publishers, our job is to make sure that there are plenty of good books to choose from."

Today, nearly 200 e-books have been produced by Bonnierförlagen. The plan is to continue working back through the catalogue, starting with some of the most popular titles, while ensuring that all new printed works are also offered as e-books, beginning this spring.

"All books in Swedish will be published simultaneously in print and digital versions. Because of ownership rights, we currently can't do the same for translated works."

Right now it's the contemporary classics that now will be available as e-books. In the long run, of course, the ambition is to go further back in history:

"Strindberg? Why not?"

Until now, e-readers have mainly had black-and-white displays. But the technology is changing rapidly. Illustrated non-fiction and children's books will be part of the next stage in digital publishing, in anticipation of new LCD screens that are on their way to the market. One problem has been that today's e-readers, like Amazon's Kindle, are not compatible with Swedish text. This doesn't worry Magnus:

"I know that, before Christmas, there will be two new e-readers on the market that will support Swedish text, as well as another dozen next year."

A few Swedish e-books have been on the market before. But Magnus suggests that these might have been more for PR purposes, or just "a fun thing to do."

"When Bonnierförlagen makes a move like this, it's because we believe that it's going to increase market share, and because we want authors and publishers to continue their work for hundreds of years to come."

Initially, the e-books will cost somewhere in the range of SEK 30—160 (4—23 USD).

"We would've liked to offer an even lower price, but the VAT for e-books is 25 percent, compared with 6 percent for regular books. This is because e-books are considered a service, rather than a product. But this is something we're working to change."

Are e-books a threat to printed books?

"No, I don't think so. Printed books still have a long life ahead of them. I think that, within five years, e-books will make up about five percent of the Swedish market."

What do you see as the major advantage of e-books over printed books?

"Accessibility — that you can download a book and read, wherever you are. And for Bonnier as a media group, it means that our magazines, newspapers and books can be read in the same format. Now is a perfect time to offer a full range of digital media."

Footnote: E-books are sold at all online bookstores.