Ether Books: the iTunes of short stories?

iTunes was introduced by Apple Inc on January 9, 2001, at the Macworld Expo in San Francisco. In 2003, Apple opened the iTunes Music Store and started a revolution in the music industry, one song at a time. At the time, the music industry was in turmoil over illegal downloads, and they were suing everyone in sight. (Does anyone remember Napster?) Enter Apple. In order to make it (legal downloads) to work, though, they had to convince the music industry to unbundled their albums and sell songs one at a time. That was not easy, but with a sufficiently strong reality distortion field they managed to convince the naysayers. The iTunes store started with 200,000 songs on its list (with DRM protection and all that to satisfy the industry). To date, some 10 billion songs have been downloaded.

Sophia Bartleet is now trying to do the same with Ether Books by launching an iPhone application that will allow readers to download short stories from the likes of Hilary Mantel, Alexander McCall Smith and (maybe) Shih-Li Kow, starting at GBP0.50. Sophia Bartleet thinks this will be “the renaissance of the short story."

Ether Books was launched at the London Book Fair recently. Currently, Ether Books bypasses publishers to sign up authors directly, and the application will initially be available only on the iPhone and iPod Touch. (It could be available for other devices in the future.) At the time of the launch Ether Books had 200 pieces from authors ranging from Hanif Kureshi to Paul McCartney.

It is a pretty modest start and there is no mention about how profits will be shared. That a service such as this will be a boon to short story writing is not a doubt. But will it be commercially viable? While I am totally supportive of the underdog, I believe that in a that runs on the hyperbole world, if you want to be noticed, you have to be big. Ether Books needs a lot more than 200 stories. Obviously, I have no way of knowing if she is a Steve Jobs, but I think she needs at least 20,000 stories up there to start with.

Will readers pay 50p for a story? It is nice to think that they would. In fact, I hope they do. But comparisons with the music industry are a little off, to say the least. When iTunes music store was introduced for legal downloads, music piracy was rampant. Apple bet that at least some of those involved in the illegal activity were (or had parents who were) honest  or sufficiently risk averse not to want to (or want their children to) end up on the ‘other side of the law’ with all its, real or imagined, dire consequences. It was, potentially, a huge market.

Unfortunately the same cannot be said for the short story. There is no rampant piracy going on worldwide. One even wonders if there is a demand. In an era where bragging rights are the most sought after of currencies -- money is no good if you can’t buy something with it that you can show off -- downloaded short stories in a mobile device are not terribly sexy. Cool is, queuing up in the freezing cold overnight for a Harry Potter or Dan Brown book, no matter how daft that is.

Still, I am optimistic. There will be the big names, of course, with their fan boys. But, strangely, I think that this market actually belongs to the small guys who live on the fringe -- literally. Imagine a one stop (online) shop with thousands of short stories from small publishers from over a hundred countries all over the world -- from Asia, Africa, Europe, Americas, everywhere. Who will be the buyers? The more serious minded, I should think; those who'd like to sample writings from around the globe; academics who might consider teaching some of the stuff they find, and students who will be required to study and write about them, at a cost that is a lot less than the price of a hardback or even a paper back. I think it would be a small market, but an extremely important one.

It could open up all sorts of opportunities. It could actually revive the short story form and put it back where it belongs. We have  customers who bemoan the ‘death’ of the short story, and we have those who say they ‘preferred’ to read novels, like as if they have moved on to the more ‘difficult’ stuff. (I use to think that when I was fifteen years old.) Then there are those who confess that they really cannot understand many of the short stories they read. Yes, liked in the case of all writing, there are many that require a PhD to understand.

The short story is a demanding form where every word, every sentence has to earn its right to live on the page(s). There is no room for laziness or obesity like in a novel. Hilary Mantel confesses in an interview with the BBC that it took her 12 years, on and off, to write her short story which is now available for download from Ether Books, and she certainly does not want it to be forgotten.

Here’s wishing Sophia Bartleet, and the Ether Books team, all the best in the venture, and thank you for trying to make a difference. Cheers.

Listen to the BBC World Service radio show with Sophia Bartleet, Hilary Mantel and others.