Hi jadarite,
Your bring up a valid point. I guess some more background info might have been useful:
The Bookworm International Literary Festival is an annual event here in Beijing. There are usually dozens of author talks, panels, discussions, workshops, etc. taking place over a span of about two weeks.
Ticket prices are for admission to the events themselves and usually include one free drink, but not the book or books related to the event. You will usually have the option of buying the book separately. (All this info is at bookwormfestival.com, which I linked to in the post.)
Also, if you clicked on the link to the Bookworm Festival's site, you should have found a list of events, each listing its date, time and location. The main venue will be The Bookworm itself, which is a bookstore located in on Sanlitun Nanjie, south of the Village in Sanlitun. That's also where you can go to buy tickets for any of the festival's events. (As mentioned in the post, early bird tickets are on sale this week, but tickets go on sale to the general public on Feb 6.)
Hope that helps.