Don’s not wrong here, which is why I expect the majors will dominate those spaces where enhanced ebooks see success and lose out in the space where smaller players and self publishers can actually play the game.
And that means one of two things: (1) Either you need a sure-fire blockbuster title with a built in audience or (2) you need to be able to charge a pretty high price to make the P&L have a chance of working. I know…freaking bean-counters always in the way of doing cool things. So, yes, education can work (scale will deliver enough units), technical, children’s and some DIY can work (the enhancements add enough demonstrable value to carry a premium price), but fiction and most trade non-fiction? Without a brand (I’m thinking Star Wars and things of that ilk), it’s tough for me to see how the unit sales numbers will work, even if the costs of creating and producing the title decline, as they likely will. And I’m not one to believe that readers will consistently pay premiums for enhanced content that’s in the ‘nice to have’ but not ‘must have’ category.