Apple's iPad reader welcomed as possible 'game changer'

As Apple's entry into the e-book reader market—the iPad—arrives, Christian publishers are looking to embrace what some are calling a "game changer" for the book world.

Zondervan and FaithWords are scheduled to offer books on the new device, with Thomas Nelson expected to be among other evangelical publishers joining in.

Announced in January and rolled out late last month, the iPad will work in conjunction with a digital book store, iBooks, and already has agreements with Hachette Book Group USA, HarperCollins, Simon & Schuster, MacMillan and Penguin Group (USA).

Karen Campbell, director of public relations for Zondervan, part of HarperCollins, said all Zondervan product would be available in the iBook store by July. FaithWords, a division of Hachette, will also have titles in iBooks.

Although a deal was not yet signed at press time, Thomas Nelson was also expected to join the group of Christian publishers with iPad offerings. Lindsey Nobles, director of corporate communications, told Christian Retailing that it's the company's "intention to sign a distribution deal, but we have not yet seen an agreement, nor has Apple shared details regarding implementation."

Mark Kuyper, president of the Evangelical Christian Publishers Association, told Christian Retailing that the new device has the potential to be a "game changer" for publishing. At the same time, part of its appeal lies in its ability to allow customers to carry along other media with their e-books.

"I think it's a really significant device in that it brings all of media into one portable unit that people prefer to see their media on instead of a phone," he said. "Where it's different from an e-reader is that e-readers are dedicated devices."

Kuyper also said that whereas Amazon had been setting prices for Kindle versions for sale on its site, early reports of Apple allowing publishers to set their own prices for their books for the iPad could have "significant ramifications" for the book industry.

Aaron Linne, digital marketing manager for B&H Publishing Group, said that in addition to the potential for digital book sales, the new device's integration with Apple's existing iPhone applications give it an advantage over other digital-media devices.

"Digital books are only a part of the iPad, proven to be a viable product through both the Kindle and Barnes & Noble nook," said Linne, noting that B&H released five successful iPhone applications connected to its books last year. "The advantage of the iPad is its ability to use all of the current iPhone apps, which can bring a new level of interactivity to the content."

Linne said he believed that even in the midst of the digital boom, there could be future opportunities for independent retailers to benefit.

"As the industry moves towards specific formats for digital products, it will be great to see how Christian retailers find ways to offer the digital versions both online and, more importantly, in their brick-and-mortar stores," he said. "Christian retailers have the huge advantage of a strong connection with their customer base, and being able to add the personal touch to digital purchases is something no online-only retailer can do."

In recent months, publishers have expressed frustration with the limited profit they receive through Amazon's pricing structure, which discounts digital versions of hardcover titles to $9.99 on the Amazon Kindle reader. The online retailer had a public dispute with MacMillan in February, which resulted in the temporary removal of the publisher's titles from Amazon's Kindle store.

Last year, Zondervan, Baker and Tyndale were among those offering Bible translations for the mobile reading device. Recently, Bethany House Publishers and Zondervan began offering free versions of some its best-selling titles from authors such as Beverly Lewis, Rob Bell, Brandilyn Collins, Tracie Peterson and Terri Blackstock, which topped Kindle best-sellers lists.

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