Ebook penetration has risen considerably in recent years, and raised significant concerns for publishers regarding ebook piracy and the protection of author copyright and licenses [Hall, 2013].
At the heart of the digital network is the sharing of information, and digital technology has made the duplication and distribution of content incredibly easy on a global scale [Clark & Phillips, 2014]. Currently, many ebook providers employ digital rights management (DRM) technology in order to lock ebook files into specific platforms (e.g. Amazon Kindle), restricting interoperability and preventing file sharing [Phillips, 2014]. Publishers such as Hachette [cited by Jones, 2012] have openly advocated the use of DRM claiming that it works ‘very well’ however experts such as Frania Hall suggest [2013], ‘there is no compelling evidence that it actually protects copyright in any major way’ and research actually suggests it can fuel piracy [Blankfield & Stevenson, 2012].
Hachette themselves acknowledge that those who are set on unlocking DRM are easily able to do so and admit that DRM’s effectiveness lies in its ability to inhibit ‘file-sharing between the mainstream readers’ [Mackenzie, cited by Jones 2012], perpetuating concerns that those who are most affected by the presence of DRM are legitimate consumers.
There is now a growing movement towards the publication of DRM free books [Phillips, 2014], or the application of digital watermarking, aka ‘social DRM’ instead [Bhaskar, 2014; Farrington, 2014]. Unlike traditional DRM, watermarking allows cross-platform access and file sharing (amongst family and friends) but encrypts personal data into ebook files, allowing publishers to identify and take action against customers who are illegally distributing content [DeMarco, 2012]. The hope is that by allowing consumers greater freedom, satisfaction should increase and the motivation to illegally download should decrease. It also presents an opportunity for publishers to develop direct relationships with customers by allowing them to sell direct to readers on all platforms and means that publishers don’t have to lock their ebooks into device specific DRM through intermediaries like Amazon (and help perpetuate their market dominance as a result) [Phillips, 2014].
But like traditional DRM, watermarking’s efficiency is once again questionable. It doesn’t actually prevent illegal file sharing and only allows the original purchaser to be traced, not the actual file sharer (if this data’s not removed completely) [Blankfield & Stevenson, 2012].
I do however sympathise with publishers: the prospect of releasing valuable content out into the wilds of the internet is worrying. Watermarking may be a happy medium enabling publishers to feel they are retaining some control over their content, whilst assuring authors that there are protective measures in place and ensuring legitimate consumers aren’t unfairly inhibited by DRM. But publishers need to be careful; the potential to criminalise legitimate customers could further add to the stigmatism surrounding DRM and perpetuate the demand for pirated goods. In fact, DRM in it’s various guises isn’t the only tool in the fight against piracy and perhaps publishers should be investing more in detecting and responding to copyright infringements to help push pirated content into digital obscurity [Hall, 2013]. They also need to educate readers about the importance of copyright and it’s protection, and work on effective pricing strategies to ensure this isn’t adding to the appeal of piracy. Maybe once they achieve this, digital piracy won’t be such an issue anymore?
Word count: 548
References:
Bhaskar, M. (2014). Becoming the new publisher: What do digital publishers do? [podcast] 22/10/14. Available at: http://publishing.brookes.ac.uk/podcasts/item/becoming_the_new_publisher/. [accessed: 29/10/14].
Blankford, S and Stevenson, I. (2012). Towards a Digital Spine: The Technological Methods that UK and US Publishers are Using to Tackle the Growing Challenge of E-Book Piracy. Publishing Research Quarterly. 28(2). Pp. 79 – 92.
Clark, G & Phillips, A. (2014). Inside Book Publishing. 5th ed. (Abingdon: Routledge).
DeMarco, A. (2012). Booxtream on “social DRM” as a better option for ebooks. Publishing Perspectives. [online] 24/09/2012. Available at: http://publishingperspectives.com/2012/09/booxtream-on-social-drm-as-a-better-option-for-e-books/ [accessed: 26/10/14].
Farrington, J. (2014). Watermarks for e-books at HC US. The Bookseller. [online] 16/09/2014. Available at: http://www.thebookseller.com/news/watermarks-e-books-hc-us [accessed: 26/10/14].
Hall, F. (2013). The Business of Digital Publishing. 1st ed. (Abingdon: Routledge).
Jones, P. (2012). Hachette UK: ‘DRM working very well’. The Bookseller. [online] 14/08/2012. Available at: http://www.thebookseller.com/news/hachette-uk-drm-working-very-well [accessed: 26/10/14].
Phillips, A. (2014). Turning the Page: The evolution of the book. 1st ed. (Abingdon: Routledge).
Wood, F. (2013). In Depth: DRM. The Bookseller. [online] 18/03/2013. Available at: http://www.thebookseller.com/feature/depth-drm [accessed: 26/10/14].
At the heart of the digital network is the sharing of information, and digital technology has made the duplication and distribution of content incredibly easy on a global scale [Clark & Phillips, 2014]. Currently, many ebook providers employ digital rights management (DRM) technology in order to lock ebook files into specific platforms (e.g. Amazon Kindle), restricting interoperability and preventing file sharing [Phillips, 2014]. Publishers such as Hachette [cited by Jones, 2012] have openly advocated the use of DRM claiming that it works ‘very well’ however experts such as Frania Hall suggest [2013], ‘there is no compelling evidence that it actually protects copyright in any major way’ and research actually suggests it can fuel piracy [Blankfield & Stevenson, 2012].
Hachette themselves acknowledge that those who are set on unlocking DRM are easily able to do so and admit that DRM’s effectiveness lies in its ability to inhibit ‘file-sharing between the mainstream readers’ [Mackenzie, cited by Jones 2012], perpetuating concerns that those who are most affected by the presence of DRM are legitimate consumers.
There is now a growing movement towards the publication of DRM free books [Phillips, 2014], or the application of digital watermarking, aka ‘social DRM’ instead [Bhaskar, 2014; Farrington, 2014]. Unlike traditional DRM, watermarking allows cross-platform access and file sharing (amongst family and friends) but encrypts personal data into ebook files, allowing publishers to identify and take action against customers who are illegally distributing content [DeMarco, 2012]. The hope is that by allowing consumers greater freedom, satisfaction should increase and the motivation to illegally download should decrease. It also presents an opportunity for publishers to develop direct relationships with customers by allowing them to sell direct to readers on all platforms and means that publishers don’t have to lock their ebooks into device specific DRM through intermediaries like Amazon (and help perpetuate their market dominance as a result) [Phillips, 2014].
But like traditional DRM, watermarking’s efficiency is once again questionable. It doesn’t actually prevent illegal file sharing and only allows the original purchaser to be traced, not the actual file sharer (if this data’s not removed completely) [Blankfield & Stevenson, 2012].
I do however sympathise with publishers: the prospect of releasing valuable content out into the wilds of the internet is worrying. Watermarking may be a happy medium enabling publishers to feel they are retaining some control over their content, whilst assuring authors that there are protective measures in place and ensuring legitimate consumers aren’t unfairly inhibited by DRM. But publishers need to be careful; the potential to criminalise legitimate customers could further add to the stigmatism surrounding DRM and perpetuate the demand for pirated goods. In fact, DRM in it’s various guises isn’t the only tool in the fight against piracy and perhaps publishers should be investing more in detecting and responding to copyright infringements to help push pirated content into digital obscurity [Hall, 2013]. They also need to educate readers about the importance of copyright and it’s protection, and work on effective pricing strategies to ensure this isn’t adding to the appeal of piracy. Maybe once they achieve this, digital piracy won’t be such an issue anymore?
Word count: 548
References:
Bhaskar, M. (2014). Becoming the new publisher: What do digital publishers do? [podcast] 22/10/14. Available at: http://publishing.brookes.ac.uk/podcasts/item/becoming_the_new_publisher/. [accessed: 29/10/14].
Blankford, S and Stevenson, I. (2012). Towards a Digital Spine: The Technological Methods that UK and US Publishers are Using to Tackle the Growing Challenge of E-Book Piracy. Publishing Research Quarterly. 28(2). Pp. 79 – 92.
Clark, G & Phillips, A. (2014). Inside Book Publishing. 5th ed. (Abingdon: Routledge).
DeMarco, A. (2012). Booxtream on “social DRM” as a better option for ebooks. Publishing Perspectives. [online] 24/09/2012. Available at: http://publishingperspectives.com/2012/09/booxtream-on-social-drm-as-a-better-option-for-e-books/ [accessed: 26/10/14].
Farrington, J. (2014). Watermarks for e-books at HC US. The Bookseller. [online] 16/09/2014. Available at: http://www.thebookseller.com/news/watermarks-e-books-hc-us [accessed: 26/10/14].
Hall, F. (2013). The Business of Digital Publishing. 1st ed. (Abingdon: Routledge).
Jones, P. (2012). Hachette UK: ‘DRM working very well’. The Bookseller. [online] 14/08/2012. Available at: http://www.thebookseller.com/news/hachette-uk-drm-working-very-well [accessed: 26/10/14].
Phillips, A. (2014). Turning the Page: The evolution of the book. 1st ed. (Abingdon: Routledge).
Wood, F. (2013). In Depth: DRM. The Bookseller. [online] 18/03/2013. Available at: http://www.thebookseller.com/feature/depth-drm [accessed: 26/10/14].