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I've found a number of great authors on the Kindle store by looking at the top-ranked free offerings. Because independent authors don't have the marketing power of a big publisher, the common trend has becoming to offer a free or deeply discounted first book as a lure to get people to try the author's work. If I don't enjoy the book after the first few chapters I go onto the next one, but I've been surprised how good some of them are (even if they are a little more "rough" in the editing department, I'll forgive a few mistakes for $0.00, as long as they are not pervasive).
At least in the case of the last few authors I've tried, their followup books have been around $2-3. So for the price of one title from a big publisher, I'm getting five or six good books, not even counting the free titles from other new authors I've saved for later. Now with the Kindle loaning program allowing authors to offer books temporarily for free (instead of having to go through the more cumbersome price matching process), I expect to find a lot of other authors worth trying in the coming months.
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