E-reader users feel the pinch amid price war

After years of being in the doldrums, e-book marketing is going into an overdrive in China, with aggressive price cuts that are creating jitters among authors, publishers and e-reader makers.

Recently, Jingdong Mall, one of the main e-retailers in the country, dropped a bombshell by announcing "Smooth Reading" specials lending 1,000 e-books for 30 yuan ($4.7) for three months, or less than half a cent per download.

The company executives say such give-away marketing is necessary because Chinese readers, long used to free content, need more time to accept the usual prices of 5-8 yuan a copy.