Amazon Intros Ad-Supported Kindles
by Joel Naoum - April 16th, 2011
Well, it was always going to happen – and I’m not surprised Amazon did it first. Since ebooks first launched people have been predicting that ads would be unceremoniously inserted into their reading material. They were right. The question is – are we bothered? As the focus on books, particularly ebooks, has become more and more about price, readers may well welcome the opportunity to decrease the price of both the books they buy and the devices they read them on.
First the facts. The Amazon offering, with the Orwellian name of Kindle With Special Offers, will be sold from May 3 for $114. This new Kindle is essentially a six-inch WiFi only Kindle with special software, without which it usually sells for $139. The ads it will load up, as shown in the image above, will be restricted to the screensaver (which only pops up when the device is turned off or goes to sleep), and in a discreet (it is to be hoped) banner along the bottom of the home screen. Ads will not be served up within books, so the reading experience is preserved. According to Russ Grandinetti, the vice president of Kindle content, the company has no plans to launch ads within books, and told Business Insider that the company is sceptical that ad-supported ebooks are something customers would be interested in buying. Amazon will be promoting some of its own deals using the advertising, as well as ads from early sponsors such as General Motors, Procter & Gamble and Visa.
So now to the questions. Is a $25 saving really enough to opt in for these ads? Personally, I don’t think it’s enough for me to risk having my reading experience compromised. Make the Kindle under $100, though, and you might have yourself a deal. But perhaps that is Amazon’s ultimate goal, and it is merely waiting to see how successful these ads are before dropping the price further (or waiting until the release of a new model of Kindle to drop their prices further). There is also a chance that Amazon is looking to sell advertising on the Kindle apps for other devices such as iPhones, Android smartphones and iPads.
Another question: why is Amazon ruling out the possibility of ad-supported ebooks? Although I’m not personally interested in subsidised pricing, it seems like an option some people would be willing to take advantage of. Price is fast becoming the hot button issue for all books, but especially for ebooks. If you could get free or very cheap books with the occasional discreet advertisement – so long as the option was there for to buy the full priced book – I really don’t see the issue. For some books, especially reference titles that contain info I’m used to seeing on the internet (supported with ads), I wouldn’t mind getting cheaper prices and seeing a few ads. What do you think of advertising in ebooks? Would you ever opt for ads to get cheaper books or a cheaper reading device? Do you think advertising and books can ever go together – or does it somehow spoil the whole enterprise? Sound off in the comments and let me know what you think.