At the National Press Club, we do one or more book events per month, where an author with a new book out will come and talk, answer questions, and sign books that are purchased there from Barnes & Noble, and that raise a bit of money per book for the non-profit journalism library. Lately there's been some discussion regarding how to adjust this
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That being said, I have bought multiple versions of books so I have it in paper and e-book format. Like I said up there, I have a paperback copy of "American Gods" but it's always being leant to people and I honestly don't know where it is right now. So bought it on ebook during the anniversary promotion, so I can always have it. :)
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I'm crazy about my e-reader and there are many books I prefer to have in e-format (for example, most books that weigh more than five pounds), but I will invest in a hardcover (and autograph) from an author I really love and I prefer to have physical books from my faves. On the other hand, if it were an event by an author I was less familiar with and I liked their reading, I would love to be able to get the e-book on the spot. For an event like what you're describing, I could see e-books being pretty successful, since people would probably come for reasons other than "this is my favoritest author and I want to meet him/her." (When I lived two blocks from a B&N, I would sometimes just drop in and hear whoever was reading on author event nights.)
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One other reason: I still buy physical books if I really love the cover. Call me shallow. ;-)
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I prefer print books for prebedtime reading, and wandering around bookstores looking for something interesting.
Still buy print books I want signed or from series I'm already collecting.
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I'm new to ebooks, and I prefer buying physical books, if I'm going to spend money, and for author events, I like buying books at the venue to support the bookstore as well as get the book signed. (The local bookstore, I mean. I wouldn't really feel compelled to support Barnes and Noble, a major chain.) I don't know what you envision for this "ebooks at the event" thing.
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My idea of a branded USB stick would also mean another memento, in the stick itself. And the book could (maybe; this could be a limitation) have a de-DRM'd copy, which would be nice. (Or else just a link/clicky setup to get the book from any given vendor...?)
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