I have been reading since I was a child and as my taste in genre changes, so does the publishing world. Over the last couple of years I have seen a surge in the release of special edition books, often featuring unique covers, sprayed edges and bonus content. While these editions can be exciting for collectors and fans (I’ve definitely got a few on my shelves from my favourite authors), they also raise questions about accessibility, affordability, and ultimately, are we as readers being manipulated?
Marketing tactics
Manipulation is a big word that I don’t use lightly, but this needs to be talked about. We are not only seeing a rise of special editions, we are also seeing bonus content being locked behind additional pay walls. It is simply not enough to purchase the book once to get the full experience, which troubles me deeply.
Let’s take a look at some examples
Let’s take the latest release of Onyx Storm as an example. As I write this I am aware of 5 special editions alongside the standard hardback. Each edition varies from the artwork, full coloured maps, sprayed edges, ribbon bookmarks and more. It begs the question as to why so many versions are needed and if this is all just another marketing tactic to drive sales by manipulating readers into believing they need more than one copy. Fear of missing out is a real thing, and as loyal fans to the author and the series, many will rush to purchase for the full experience. You already have a copy but find out another copy has something special? Many are going to seek out that copy even if it means owning duplicates.
We saw this with Colleen Hoover who re-released an entire book just to add in an extra chapter. Was this needed? Of course not, but wrap up the book with a new cover and fans will gravitate towards to it.
Not all authors do this. I particularly enjoy Samantha Shannon’s approach to hosting bonus content on her website. She has re-released her old books The Bone Season as she recognises they are 10-years old and she has grown greatly as a writer since there initial release. The key difference here is that old readers do not need to buy/read the new books. She has provided the content that allows readers to jump from the old books to the latest release so that it is a seamless transition. I applaud for that approach that enables accessibility. I am still not keen on the amount of editions this series has, but at least there is no content exclusive to these editions that is blocked behind that pay wall.
The question now is why? Why do we have a saturation of special editions and why now?
One part to play may be the consumers themselves. If readers didn’t buy these books, if there wasn’t such a demand then wouldn’t there be a natural decline? I can’t say for sure but whilst demand is hot, publishers are going to leverage that within their marketing campaigns. Afterall it all comes down to making money.
For the collector’s out there owning special editions offers a chance to own a unique piece of literary history. The rarity and exclusivity of these editions make them highly desirable, often appreciating in value over time.
The emphasis on visual marketing
The other elephant in the room is social media. Many readers are drawn to special editions for their aesthetic appeal. Beautiful covers and sprayed edges make a bookshelf more aesthetically pleasing. They make images and videos on social media attract an audience. People like seeing the artistry of books, to see beneath the cover that brings these words to life by visualising their favourite characters. It makes the reading experience more immersive and enjoyable.
Publishers know this and they leverage it. Releasing multiple special editions can be a lucrative strategy as it not only drives sales but also generates a buzz around a new release. It reminds me of the ploy of Advanced Reader Copies (ARCs) however that is a discussion for another post! (I have strong feelings on those). However, as publishers leverage this it can also lead to oversaturation, diluting the value and appeal of special editions. I mean, how many book subscription boxes have appeared in the last couple of years? They have grown significantly, I am even finding special editions in charity shops nowadays, they just don’t hold the same weight as they did before.
How does this reflect on the modern reader?
Are we blurring the lines between reading and collecting?
Special editions cater to readers who see books not just as sources of information or entertainment, but also as collectible items. This trend reflects a shift in how we value books, with aesthetics and ownership playing an increasingly important role. Has anyone else seen the trend where reading books and buying books are seen as separate hobbies? I am so curious as to why that is. Are there people out there that buy books simply for how they look to never leave their shelf? Or are we drowning in the constant book trends, tropes and popularity that we find we are owning far more than we could consume. Is it the fear of missing out that drives some readers to constantly buy books, or is it another reason altogether?
The reading community
I think it’s important to also mention the community aspect to reading. Social media has a variety of platforms to share reviews, pictures, thoughts, embrace discussion. Many are able to resonate with readers across the world that enjoy the same books, enabling us to share recommendations and open ourselves up to new authors; especially independently published authors that don’t have the same level or opportunity of digital marketing that big publishing houses have.
Community is not to be undervalued, it is incredibly important and I, myself, have met and spoken with so many great people through social media. But in the rise of special edition books, this has a big impact on our relationship with social media. To grab that audience, increase your following, get recognised by publishers – sharing special editions and getting your hands on exclusives plays a huge role.
What about our libraries?
I could spend a lot of time talking about libraries, I think I will do a separate post but I do want to quickly mention it. The rise of special editions and consumerism makes me ponder what is/ will happen to our libraries – is there an impact we’re not seeing yet? Libraries are fantastic, the premise of accessibility to readers as well as ensuring authors get paid appropriately, what’s not to love? But I am trying to understand how reader behaviour will affect libraries in the future.
We’re also in the digital age. E-books and audiobooks are doing phenomenally well with the rise of e-readers. There are also people that simply don’t care about special editions – that is completely okay too. I have been challenging my own wants over the last year or so and I’ve gotten far better at saying ‘no, I don’t actually need that’ and letting it go. It’s very difficult to do when you’re surrounded by it on all fronts, but it’s okay to pass.
Wrap up
The trend of special editions seems to be here to stay. As long as there is a demand, publishers will continue to produce them. However, it is crucial to strike a balance between catering to collectors and ensuring that books remain accessible to all readers.
What reading and consuming books will look like in the next 5-10 years, who knows. All I can commit to is what is in my area of control and I will definitely continue to challenge myself on my book buying habits. Do I really need that special edition book? What am I losing if I don’t buy it?