Filed under: Competitive strategy, Marketing and advertising, Books

Since the announcement on Oprah’s television program that Suze Orman’s financial advice book Money & Women would be available for free as an e-book from Oprah.com, more than a million duplicates in English have been downloaded, as well as an additional 19,000 in Spanish, according to a statement released Saturday. This puts it the same league as such other free download sensations as the 9-11 Commission Report and Stephen King’s “Riding the Bullet.”

Yet, the offer hasn’t kept people from buying the version of Money & Women published by a division of Random House last year. The book was ranked number 6 on Amazon on Saturday, behind Oprah Book Club selection A New Earth and just ahead of Barack Obama’s The Audacity of Hope. The 9-11 Commission Report remained a bestseller for months despite its availability for free online.

The massive publishers remain skeptical about providing content for free online. While some see it as a valuable marketing tool, others suspect that it harms sales of traditional books. But the tide may be turning, albeit in baby steps. HarperCollins has announced plans to make available free electronic versions of some of its books, or portions thereof, the New York Times reported last week. They will not be downloadable, however.

Providing some free content is “like taking the shrink wrap off a book,” said a spokesperson for HarperCollins, which will grant consumers to sample the content. “I didn’t grow up buying each book I read,” added fantasy novelist Neil Gaiman, author of some of the free content. “I read books at libraries, I read books at friend’s houses, I read books that I found on people’s window sills.”

Suze Orman suggests that sales are a secondary concern for her in the Oprah offer. “This wasn’t about getting people to purchase the book, but getting them to read it, and that was the intention behind this offer.”

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