Changing Trends in Book Publishing

I've known writers who say, "I don't care if I ever get published. I write because I like writing."

To them, I say, "Hogwash."

I've known writers who say, "I just want to get published. I don't care if I make any money."

To them, I say, "Hogwash."

I've also known writers who say, "This is a good book. It should be a best-seller."

To them, I say, "Right on!"

High aspirations are healthy. Deluding yourself into thinking your hard work is not worth... a) being published (and that's what you're saying when you say you don't care if it ever gets published), or... b) selling well enough to make you some $$, maybe a lot of $$, is foolishness.

In the over 20 years I've been a writer, and in the last 10 where I've actually been published -- for $$ -- I have come to the realization that writing is hard work, and no one will pay me for my hard work, if I don't ask for payment.

Where does that leave the book writer? If the big publishing house won't return his calls?

Luckily, today's technology puts the answer right in the author's lap. Today's innovative print-on-demand technology gives everyone the option of becoming published. That's a good thing, and a bad thing. The trend is in citizen publishing -- take a blog, for instance -- several folks have written books on their blogs. For those who still prefer secrecy, websites like Lulu.com will take just about anything offered to them, and turn it into -- well, into something THEY call a book.

I call it -- false advertising. Why? Because many uninitiated writers (new authors) overlook the importance of a captivating cover, of page layout, of an introduction or an index, of paper stock and back cover testimonials; all parts of selling your book, parts which Lulu.com doesn't offer-- without a hefty added fee.

In order to understand how far publishing has come, we need to travel back to the previous century, where self-publishing was done on an offset printer -- and cost upwards of $10,000, for which an author might receive 5,000 books. That's $2/book, for the math-challenged. Not bad. Generally, one would expect to turn around and sell his or her book for -- well, at least $5, wouldn't you say? That's a fine profit.

But -- wait. Let's look at the details. First, the author would have to find a reputable printer, she would have to produce a manuscript with the exact specs the printer needed, and then, she would have to be prepared to pay the printer for all of the books at once. After receiving her books, she would then have to sell them -- herself.

I'm here to tell you that a lot of books got left in their boxes, and sat in people's dining rooms or car trunks -- because authors published this way and then -- could not sell their work. Not many writers are good salespeople.

The reason authors took this route was because they got tired of waiting for their agent (if they were lucky enough to get one) or the editor at a large publishing house, to get back to them about their cherished manuscript (this still happens today, sadly enough).

Other authors got burned -- their manuscript got accepted, whereupon the big publisher had the author sign away ALL RIGHTS and then -- after years of waiting (sometimes as many as 3 years) the publisher changed its mind, deciding NOT to publish the book after all. In fact, some authors' books did get published, but -- because it had taken so long to publish them, the market could no longer support them and the publisher -- gave the book back to the author, right? Not! The publisher sent the printed copies to a warehouse, where they would eventually -- be discarded. And the writer? Well, he or she had signed away her rights to the book -- it was gone, never to see the light of day.

That was then. This is now. Now, there is a way to become published that doesn't cost as much as the old-fashioned self-publishing, and doesn't cheat the author. It's called print-on-demand. But, this method is also fraught with difficulties, to the uninformed.

My experience with print-on-demand led me to start my own company, because I did not receive the respect, nor the attention, I thought I should get for my book. Essentially, I ended up paying to have my book printed -- and when I contracted for additional services, I was denied because of the title of my book. Even though my publisher KNEW the title, and that it was a double-entendre, all along.

After my unlucky experience, I recognized the weaknesses in many POD companies -- they help authors get PRINTED (not published), and then -- they turn their attention to the next client, never caring whether the author sells her work.

In the past 2 years, I've come across numerous companies online that profess to explain print-on-demand. None of their explanations serve the author well. Some are blatantly false, others are misinformed. Some companies are just what they say -- print-on-demand printers. That's to say, they print documents and books. They seldom offer design advice or expertise. Occasionally, they have partners which offer cover design. Occasionally, they include editing and proofreading, at an additional cost. In the end, they mislead authors into thinking their printing services are all the author really needs.

Other POD companies I've come across offer package deals, attempting to cover all the bases. The author is then offered anywhere from 10-100 books, with the option to buy more at a reduced price. Sometimes, these companies will offer to write press releases or they will include a booklet on marketing to their authors. When all is said and done, the author is left, once again, to fend for herself.

Here's the skinny -- print-on-demand is not new anymore. Lots of companies do it. Most of them treat the project as a printing project. Some actually attempt to act like publishers, but they are few and far between at this point.

Authors can do very well using print-on-demand -- especially if he or she truly wants to break into the big publishing houses. Because those big NY and CA houses are watching POD very closely. Some are even partnering with POD companies -- to help save costs on book returns. True POD only publishes a book when someone orders it (after the first, initial print run). The key is to hire an author services company.

And, to understand that most POD books are sold online, via Amazon or other independent book sellers who do business on the net. They take the lion's share of the profits, too. You won't see your POD book on the shelf at a Barnes and Noble store, and the chances of it turning up at the library, are slim -- unless YOU or your publisher do the work to get it there. You won't see POD books reviewed in Publisher's Weekly (though they say they give consideration to some).

An author hoping to have his or her book become a best-selling tome, had better be prepared to... a) work very hard selling and marketing the book, and/or... b) spend some $$ on professional help that can help sell the book. When you're researching POD companies, and author services companies, keep that in mind.

After all is said and done, is the company you choose going to help you SELL your book? Think that over very seriously. Then, think about this: the average first-time, print-on-demand author sells about 75 books. Not even enough to cover the print costs. If you're serious about your work, and you should be, get serious about producing a professional book that your publisher can help you sell. And then, get serious about selling it. You should expect to sell at least 500-- a respectable amount. A thousand would be even better -- just think of the possibilities if you sell 5 or 10,000.

Think big. Work hard. Be happy.

Comments

[Stacy Brice]

This has to be one of the best things I've ever seen written about the real experience. So many authors are seduced by what they believe the experience to be, and get blinded to what it really is.

I still believe, by-and-large, that POD beats traditional publishing, especially for a new author, but I love that you're unwilling to sell them a lie about why that is.

I often tell writers that if a person really isn't committed to working to make a book successful (and that means hiring the people needed--editor, copy editor, proofreader, cover designer, etc.[or an author services firm like WME!] --to give it the best chance of being successful) he should consider getting copies spiral bound at Kinkos, instead. Those are certainly good enough to pass around to friends and family, and the cost and stress factors are greatly reduced.

That WME does more than get a book in print is admirable; Would that there were more of you to go around! ;>

Great blog, btw... didn't want to forget to add that! :)

[David St Lawrence]

Great article, as usual!

There is no free lunch and there are pitfalls in many POD deals. An author has to spend a lot of time learning the ropes of book design and book marketing or he needs to hire an author services company.

Keep up the good work! Your site is getting better all the time!