The debate about the right price for an eBook came up this morning at Digital Book World in New York when David Nussbaum, CEO of F+W Media asked a panel of publishing CEOs this question. The response? Fairly practical.

Brian Napack, CEO of Macmillan, said,  “Every product has a price point. $9.99 is a fine price point, but some books will be less and some will be more. The fine art of being a publisher is going to be selecting the right price.”

Jane Friedman, CEO of Open Road Integrated Media agreed. “There is nothing wrong with the $9.99 price, if it works within the business model.”

David Steinberger, CEO of Perseus, pointed out that different prices have long been a part of print books. “People are not buying books, they are buying content. And they are asking themselves, is this a fair exchange for the price.”