Wow! I’m so behind the curve on all the release-date drama over Stephen King’s newest book, Under the Dome, which based on critical reception and fan buzz seems poised to become one of his classics alongside works like The Stand and Misery. I completely missed the news, two weeks ago, that Scribner has decided to delay the release of the ebook edition by a month in order to help drive hardcover sales. This has understandably infuriated those Kindle-owning King fans who have been primed–thanks to Scribner’s own massive marketing campaign–to jump on the book when it comes out next week, but who will now have to wait another month.

I sort of get why they did it, or at least I think I do. Scribner wants consumers to understand that the hardcover retains pride of place in the world of release dates, and if you really want a new book you’ll have to pay a premium by choosing the hardcover. They also want to send a message (to Amazon? surely not to consumers, who have no say over the matter) that the $10 price point for new releases is unacceptable.

I also think I understand why they chose King’s new novel, which is the publishing world’s equivalent to an AT-AT walker. They want to ensure that the experiment works.

But did Scribner choose the wrong battle by trying to reinforce this false hierarchy of print over digital? I think they wasted an opportunity to reset ebook pricing expectations with consumers, and they’re wasting marketing dollars too.

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