Come vendere 1 milione di copie su Kindle

Il successo di e-reader ed ebook ha caratteristiche e rischi peculiari: brillano gli autori senza editore, ma spuntano altresì nuove forme di spam

Roma – Amazon ha annunciato che un autore indipendente, John Locke, ha raggiunto il “Club del Milione” di Kindle.

Il mercato dell’editoria è stato certamente cambiato da ebook ed e-reader : diminuzione, con tutto ciò che ne consegue nel bene e nel male, del controllo dell’editoriale che deve capire come riformarsi, maggiore diffusione e possibilità di pubblico per gli autori indipendenti non considerati dalle tradizionali case editrici, conseguente sviluppo di strumenti di autopubblicazione ed evoluzione dei club del libro in social network a tema dove anche un autore misconosciuto può avere possibilità grazie al passa parola, sono solo le prime conseguenze della nuova stagione tecnologica del settore.

Il successo raggiunto da John Locke, un sessantenne che per tutta la vita ha fatto l’assicuratore, dimostra proprio queste nuove possibilità: pur non essendo appoggiato da una casa editrice ha raggiunto quel club esclusivo che al momento conta solo altri sette autori (Stieg Larsson, James Patterson, Nora Roberts, Charlaine Harris, Lee Child, Suzanne Collins e Michael Connelly) in grado di vendere più di un milione di copie di edizioni Kindle .

Locke ha venduto 1,010,370 ebook prodotti attraverso gli strumenti di autopubblicazione di Amazon Kindle Direct Publishing : nella sua bibliografia figurano nove romanzi, tra cui “Vegas Moon”, “Wish List”, “A girl like You”, “Saving Rachel” e il manuale di marketing “How I sold 1 million ebook in 5 month”, tutti in vendita a 99 centesimi , 35 dei quali destinati a finire direttamente nelle sue tasche: una percentuale insperata per gli autori nei rapporti tradizionali con un editore.

L’esempio di Locke rappresenta in ogni caso solo uno degli editori-fai-da-te che hanno raggiunto il successo e solo una delle possibilità dei nuovi mezzi, che ora devono essere calibrati per evitare fastidiosi eccessi: da un lato l’aumento dell’offerta di libri porta anche all’abbassamento generale della qualità, con il rischio di trovarsi davanti molti prodotti scarsamente rifiniti o qualitativamente infimi, dall’altro apre la possibilità di veri e propri nuovi tentativi di spam .

A dimostrazione di questo pericolo basta osservare gli strumenti offerti proprio per creare testi automatici , come i contenuti Private Label Rights che sono costituiti da informazioni pescate a buon mercato nella rete e riformattati automaticamente nel formato del libro digitale. Tra gli strumenti sono usciti , per esempio, delle serie di DVD chiamati Autopilot Kindle Cash che promettono di insegnare a pubblicare dai 10 ai 20 Kindle book al giorno senza scrivere una parola .

Volumi come questi rischiano di invadere i negozi online a prezzi anche appetibili, 99 centesimi, ma di fatto non offrendo nulla a parte la maggiore difficoltà nel navigare gli scaffali digitali alla ricerca di un titolo intrigante . Inoltre gli strumenti di autopubblicazione rischiano di facilitare l’opera di “copia” di opere di un autore meno noto, che viene “riciclato” sotto un altro nome e non è poi così facile da individuare come copia se non dopo l’acquisto e la lettura comparata. Tutte situazioni che, in ogni caso, un filtro migliore fornito dai negozi digitali o un pedaggio iniziale per il posto sugli scaffali potrebbero scoraggiare.

Claudio Tamburrino

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