"Why do we have to choose between print and digital?" asked Richard Curtis at Digital Book World last week, before tackling the topic of bundling – getting ebooks at reduced cost or even free when buying a physical copy of the book. Drawing an analogy from music purchases that have moved in the same direction, he suggests that publishers ought to be bundling, and then poses the query: When you purchase a print book you should be able to get the e-book for…

1. the full combined retail prices of print and e-book editions
2. an additional 50% of the retail price of the print edition
3. an additional 25% of the retail price of the print edition
4. $1.00 more than the retail price of the print edition
5. free

He suggests that this proves to be something of a conundrum for decision-makers in the publishing industry. With respect, and while recognizing that it probably feels like a conundrum to the publishers, I think the answer is really quite simple. Publishers can dramatically increase their profits, and do it in a way that readers will love. (This is the part where you call me crazy. Up next is the part where I show you why I’m not.) Read on, intrepid explorer →