LP is testing the program on its website using its Latin American guidebooks and providing some free chapters and charging nominal fees ranging from $2-$5 per chapter to download depending on the length of the chapter. LP did a soft launch in June, and since going live in July, Hall said there have been 13,000 downloads. Is the company worried Pick & Mix will eat into book sales?
The chapters available for download are exactly the same as in the book and the cost structure is such that if a consumer downloaded all the chapters of the book it costs the same as buying the book.
“We can’t predict where it is going to go, so we figured we’d start out simple and see where it goes,” said Hall. The product manager has some personal experience with this kind of Pick & Mix product: It is the kind of thing he could have used when he went on an around-the-world trip in 2001, a couple of years before he started working for LP.