Three Things I Wish I’d Known Before Self-Publishing

by Debbie Burke

@burke_writer

We don’t know what we don’t know.

After self-publishing eight books in six years, I can definitively say, no matter how much knowledge I think I have, there’s always waaaaay more to learn.

Here are three things I wish I’d known when I started.

1. Exclusive or wide? The decision whether to publish exclusive or wide is a complicated choice without clear answers. But it’s also one of the most important decisions you’ll make. Give it serious consideration.

First, let’s translate terms in the language of self-pub speak.

Exclusive means you publish and sell your books solely through Amazon’s Kindle Direct Publishing (KDP).

Going wide means, in addition to Amazon, you sell your books through other distributors (Barnes & Noble, Apple, Kobo, etc.).

The self-pub learning curve is steep and it’s a good idea to become familiar with the basic process first before you consider branching out. There’s a reference list at the end of this post to help. 

Because Amazon is the major marketplace, I recommend starting with them for your first self-publication. But be careful you don’t inadvertently make choices that might cause problems if you later decide to go wide. The devil is in the details which I’ll expand on in a minute.

Here are some KDP pros:

  • The majority of self-published books are sold through Amazon, so it makes economic sense to go with the biggest marketplace. Many authors build entire careers creating, publishing, and selling their books only through Amazon. TKZ’s own Jim Bell has done well by staying exclusive.
  • KDP provides an excellent system that walks the author through the steps. One doesn’t need to be a tech-savvy programmer to produce an attractive professional-looking book using their Kindle Create program.
  • Through KDP, you can publish ebooks, print, hardcover, audio, and additional options. Paperbacks are good quality and author copies are at a reasonable cost.
  • Their market reach is second to none.
  • They offer exclusive promotions via Kindle Select to encourage the author to stay within their universe.

However, that universe has drawbacks. Here are a few cons:

  • They change rules without notice, often in ways that seem capricious and punitive.
  • An author’s account may be suspended or terminated for violating their lengthy terms and conditions. Sometimes algorithms make the decision and bots don’t offer explanations. Recourse is difficult.  If an author can’t sell books, they are out of business.
  • KDP doesn’t allow you to offer a book for free (as a reader magnet) without a complicated workaround that requires frequent updating.
  • Most independent booksellers will not deal with Amazon.

KDP’s “Expanded Distribution” is one of the devilish details mentioned above. The terms imply the ability to distribute to markets outside of Amazon.

This is their explanation:

“Booksellers and libraries purchase paperbacks from large distributors. If you enroll your paperback in Expanded Distribution, we’ll make your book available to distributors so booksellers and libraries can find your book and order it…Booksellers and libraries around the world may purchase books from these distributors. It’s free to enroll your paperback in Expanded Distribution, and it allows your book to be made broadly available outside of Amazon.”

Sound great, right? But notice the wording (the emphasis is mine). They “make your book available to distributors so booksellers and libraries can find your book and order it.” They “may” purchase your books.

That doesn’t mean they will. 

The reality is most bookstores are unlikely to purchase books from the source that threatens their ability to stay in business. Can you blame them for not buying bullets from an enemy that wants to shoot them?

Additionally, bookstore and library computer systems are set up to order books through distributors like Ingram, not Amazon. Even if patrons request your book, a library will likely say no because it’s more time and trouble than it’s worth.

So, if you click  the “expanded distribution” button, you actually lose some ability to sell through other distributors.

Fortunately, this is easy to reverse: if you clicked the expanded distribution button (as I did originally), simply unclick it.

After several years of exclusivity with Amazon, I decided to go wide. Most sales still come from Amazon but I prefer to have eggs in several different baskets.

KDP is a good, easy-to-learn system to get your started in self-publishing but you may decide not to spend the rest of your career there. The lesson is to leave your options open. Terms and conditions change over time and what sounds fine today may not work for you in the future.

2. Amazon isn’t the only game in town. There are many self-publishing alternatives: Ingram Spark, Draft2Digital (D2D), BookBaby, Lulu, Smashwords (now merged with D2D), Barnes & Noble, Kobo, etc. All those choices can overwhelm a new self-publisher.

Fasten your seatbelts. This next section is complicated.

Since I’d rather write than learn about different self-pubbing systems, initially I took the path of least resistance and stayed exclusive with Amazon. I used their Kindle Create program to design and format.

But…you can use Create files only on KDP. If you want to go wide, you can’t take those files to different distributors. To reach other markets, you have to create different file versions of your books.

For several years, the need to learn additional programs intimidated me and prevented me from going wide.

Then I read Terry’s excellent 2020 post about Draft2Digital.

At last, here was a publishing system easy enough for the tech-challenged writer! With Terry’s coaching, I went wide using D2D.

With Draft2Digital, you upload a Word file to their system. Then use their excellent templates to design and format a professional-looking ebook, paperback, or both. There is no cost to use their formatting service. Free really is free.

D2D creates formatted book files that can then be uploaded to B&N, Apple, Kobo, etc.

Since I’m too lazy to learn the quirks of each market’s system, I let D2D do the distribution. I select markets where I want to sell and D2D takes care of the rest, uploading the files to each market’s particular specifications. They also keep track of and pay royalties. For that service, they take a percentage of sales. Because they provide great value with free formatting, I don’t mind paying 10%. For me, it’s worth it.

You can also upload files directly to the various markets and save the fee.

However, I don’t recommend using D2D distribute to Amazon. In fact, Amazon erects so many roadblocks, D2D provides a checklist to overcome them:

“In order to better serve our authors, Draft2Digital first requires that you take steps to gain access to Amazon as a digital store option. As soon as each step is verified by our team, Amazon will be activated as an option for your account.”

I should have listened to those warning bells before I tried an experiment with the seventh book in my series, Until Proven Guilty.

At that time, with six self-published books under my belt, I felt pretty comfortable and confident about the process.

You know what they say about pride going before the fall.

Instead of the usual process of uploading the book to Amazon first, then uploading to D2D, I chose to have D2D distribute UPG to Amazon, along with the other markets. That way, I figured, only one sales link was needed. Easy peasy, right?

Wrong.

Using D2D as the distributor caused problems with Amazon that I’d never encountered before.

Normally a new book in a series is automatically linked to the other books in the series. But this time, the new book wouldn’t link. That glitch required repeated contacts with KDP.

An even worse obstacle cropped up. For several weeks after publication, customers couldn’t find the book. Even when they typedUntil Proven Guilty by Debbie Burke” directly into the Amazon search box, a message said that title couldn’t be located. Many more contacts with KDP finally resolved the problem.

But that delay was especially bad for a new book launch.

I’m guessing the reason for these problems is because KDP prefers the author chooses Amazon as their primary distributor. Using D2D as the distributor disrupts their system and makes the bots cranky.

Lesson learned. Now, I upload to Amazon first. Then I upload to D2D for other markets. That means two sales link buttons, one for Amazon and one for everyone else, but that’s a small inconvenience. The problems have not recurred since.

I’d be remiss if I didn’t say a few words about Ingram. They are biggest distributor and the one used by most booksellers and libraries. Ingram Spark (IS) is their branch for self-published books. Through them, your physical books can be ordered by any store, including retailers like Walmart and Target.

IS books are print on demand (POD) and the quality is excellent although their prices are a little higher than KDP’s POD.

At some point, you may want to upload your books to IS because that gives your books the widest distribution.

But… their system is somewhat difficult to navigate, according to discussions among various writing groups I belong to. For now Ingram is a task I’ll put off for the future.

Since I haven’t used other self-pub options (Book Baby, Lulu, etc.), I didn’t address them. The above only describes my personal experience with KDP and D2D. YMMV.

3. ISBNs. When I first published, ISBNs seemed like a trivial detail, but I later discovered they are important for distribution and sales of print books.

Although ebooks generally sell the most, a significant number of readers prefer a physical book. Paperbacks account for a quarter to a third of my sales. 

KDP produces a good quality print-on-demand book at a reasonable price, so I used them.

But…I ran into problems with ISBNs.

What are ISBNs? This is the American Library Association explanation:

“The International Standard Book Number (ISBN) is a 13-digit number that uniquely identifies books and book-like products published internationally.”

Why does the ISBN matter? That is essentially your book’s unique fingerprint and how it’s located in the Books in Print database. If you want bookstores and libraries to be able to order physical copies of your books, you need ISBNs.

Side note: ISBNs aren’t necessary for ebooks.

How do you get ISBNs?

The official supplier of ISBNs is Bowker. They are pricy: $125 for one, $295 for ten, $575 for 100. You must use a different ISBN for each format of the same book. In other words, if you publish paperback, hardback, large print, and audiobook editions, each requires a separate ISBN. That expense adds up quickly, which is daunting for a new self-publisher.

The other option: use the free ISBNs provided by KDP. However…that leads to another devilish detail.

Trying to save money, I used KDP’s free ISBNs. Later I learned free comes with a price.

The price is:

Those numbers can only be used within the Amazon system. The free ISBN from KDP can only be used on KDP for distribution to Amazon and its distributors. It cannot be used with another publisher or self-publishing service.”

When I decided to go wide, those free ISBNs from KDP didn’t work for other markets like Barnes & Noble, Apple, Kobo.

Even if your books are published using a business name (e.g. XYZ Thriller Press), the ISBN still identifies it as originating from KDP. Bookstores can recognize those free numbers and often will not order from them.

Case in point: in this year’s Christmas card from my college roommate, she mentioned she’d tried to buy my latest book Deep Fake Double Down in paperback from B&N. The ebook was available from B&N but not a print book. She prefers to purchase from B&N  but, being a good friend, she went ahead and bought the paperback from Amazon.

My ISBN mistake really hit home with the opening of a new B&N store in my town. The manager offered to feature local authors but their computer system can’t order my books using KDP’s ISBN. He graciously agreed to take books on consignment but that is only a temporary arrangement for the grand opening. In the future, I will need to publish updated paperback versions with my own ISBNs so B&N can order them.

D2D can also provide a free ISBN. This is how they handle it:

Draft2Digital will automatically assign an ISBN to any book published through our system free of charge.

The ISBN recording agency will denote Draft2Digital as the “vendor of record” on their website for any ISBN D2D purchases, but that label does not give us any rights to your work nor will it show publicly. All of our digital stores will continue to show the publisher name you choose (or, if you left the publisher name blank, it will show your author name).

In retrospect, I wish I had bitten that expensive bullet at the outset and bought my own ISBNs from Bowker. After all, that’s part of the cost of doing business and self-publishing is a business.

~~~

None of my errors has proved fatal (yet!). I’m sure I’ll make new ones in the future. Thankfully most mistakes or wrong choices can be reversed. Fixing them just takes time…time you’d rather spend writing.

Fortunately, lots of solid information about self-publishing is available. Here are several sources I trust:

Alliance of Independent Authors (ALLi);

Dave Chesson (excellent advice about Kindle Direct Publishing);

Joanna Penn (tenured, respected expert);

Insecure Writer’s Support Group (IWSG) offers this comprehensive resource list.

We don’t know what we don’t know but, with time, we learn.

Then we learn there’s always more to learn.

~~~

TKZers: if you self-pub, what do you wish you’d known when you started?

If you haven’t self-pubbed yet, what question concerns you the most?

 

The Book Biz is A-Changin’

by James Scott Bell
@jamesscottbell

(Apologies to Bob Dylan)

Can you believe we’re into November already? Why does time feel like a toboggan on Kiwi Flats at Mammoth Mountain? Things are also moving faster than ever in the world of publishing, both self and traditional. And now we’ve got AI out there, churning out subpar fiction that crowds the electronic shelves. (I’m currently reading the letters of Raymond Chandler. Get this. In 1947 he wrote to an editor, “I wrote you once in a mood of rough sarcasm that the technique of fiction had become so highly standardized that one of these days a machine would write novels.” Ha!)

Wherever you are in this game, be ye DIY or working with agents and publishers, you have to think of it as a business. Indeed, as a business that may not look the same six months from now. In that regard, here are a few items that recently caught my eye:

Kindle Direct Publishing Beta Testing AI–Narrated Audiobooks

The biggest barrier keeping self-publishing authors from doing audio versions of their books is cost. To hire a narrator to produce an 80k novel can easily run you north of $3000. An alternative is Amazon’s ACX program, which offers the option of splitting the royalties between author and narrator, and thus no upfront cost to the author (but only half the take).

Now comes another option. According to Publishers Weekly:

KDP has announced that it has begun a beta test on technology allowing KDP authors to produce audiobook versions of their e-books using virtual voice narration. The ability to create an audiobook using synthetic speech technology is likely to result in a boom in the number of audiobooks produced by KDP authors. According to an Amazon spokesperson, currently only 4% of titles self-published through KDP have an audiobook available.

Under the new initiative, authors can choose one of their eligible e-books already on the KDP platform, then sample voices, preview the work, and customize the audiobook. After publication, audiobooks will be live within 72 hours, and will distributed wherever Audible titles are sold. Prices can be set between $3.99 and $14.99 and authors will receive a 40% royalty. All audiobooks created by virtual voice, the post says, will be clearly labeled and, as with any audiobook, customers can listen to samples.

I suppose this was inevitable. The question is, what will the quality be? Will books be better or botter? Can a bot read a novel with the same emotional caliber as a human? Will there be market resistance from a large swath of audiobook fans?

In somewhat related news:

Debbie Burke’s Nightmare Becomes Real

The head coach of the Michigan football team, Jim Harbaugh, is being accused of cheating, specifically sending one of his assistants out to steal the signs of opposing teams. He has denied the allegations and the NCAA is currently investigating.

But now a video has surfaced on X (formerly Twitter) of Harbaugh in a press conference admitting he knew, and that “I’m just doing what I can to drag this sorry program out of the mud.”

It’s Harbaugh’s “voice” matched up with his lips from another presser. It’s obviously a fake, because the real Harbaugh would never say anything like the above. Most commenters get the “joke,” but no doubt many will think he really said it. It’s just eerie what can be done with AI, and from now on our thrillers will have to take it into account.

Authors Guild Survey of Writing Income

The Authors Guild recently conducted its most comprehensive author income survey to date. According to the Guild: “A total of 5,699 published author participated, and the survey sample was meticulously divided, with representation from both traditionally published and self-published authors, making it the most representative author income survey to date as well.”

Only key takeaways are available as of this writing (posted on the site linked above). Here’s the one about income

The median author income for full-time authors from their books was $10,000 in 2022, and their total median earnings from their book and other author-related income combined was $20,000. Book income includes advances, royalties, and fees from licensing and subsidiary rights. Other author-related income includes work such as editing, blogging, teaching, speaking, book coaching, copy writing and journalism.

***

This means half of all full-time authors continue to earn below minimum wage in many states from all their writing related work, and well below the federal minimum wage of just $7.25/hour from their books. It also tells us that most authors are earning half of their writing-related income from sources other than their books.

Now, I’m not sure what definition of “full-time author” is being used here. It can’t mean authors who make their living solely by writing fiction because, kids, who can live on ten grand a year? They are also including “other author-related income” such as editing, teaching, etc. But if you’re editing and teaching to make money, how is that being a full-time writer? Or maybe I’m missing something. It wouldn’t be the first time.

There’s a marketing segment to the survey. It should come as no surprise that the most effective marketing tools reported by the respondents were: Kindle Unlimited, ebook discount programs (e.g., BookBub), and an email list. One curious nugget about KU: “Kindle Unlimited was particularly effective for self-published authors, who earned 67 percent more book income from the platform than traditionally published authors make on book-earnings alone.”

Amazon Sues Scammers Targeting Authors

Amazon announced last month that it has filed a lawsuit in the Northern District of California against 20 individuals “scamming authors by falsely claiming an affiliation with Amazon Publishing and Kindle Direct Publishing. According to the suit, the scammers run fake Amazon knockoff websites designed to lure would-be authors into paying a fee to publish, and then deliver either substandard or no service at all.”

Dealing with scammers is like playing 100-hole whack-a-mole. At least you pound one every now and then. Glad to see Amazon stepping up.

Goodreads Taking Steps Against “Review Bombing”

In June, bestselling author Elizabeth Gilbert (Eat, Pray, Love) pulled her novel, The Snow Bird, which was slated to be published in 2024. The reason: “Review bombing.” That is a spate of 1-star negative comments meant to depress sales. It’s not based on the writing, but for political or cultural reasons. Goodreads allows any user to rate and review a book before it has been published, whether or not they’ve read an advanced copy.

The Snow Birds is set in Soviet Russia. Based only on the description, over 500 negative reviews from Ukrainian and pro-Ukrainian users expressed concern that the book would “romanticize” Russia. So Gilbert pulled the book, stating, “I do not want to add any harm to a group of people who have already experienced – and who are all continuing to experience – grievous and extreme harm.” She will now focus on other literary projects.

Goodreads issued a statement to its users saying, in part,

Earlier this year, we launched the ability to temporarily limit submission of ratings and reviews on a book during times of unusual activity that violate our guidelines, including instances of “review bombing.” If you see content or behavior that does not meet our reviews or community guidelines, we encourage you to report it.

Isn’t the simple answer to require a reviewer to be a “verified purchaser” or at least be identified as having read the ARC before posting a review? Or does that make too much sense?

Meanwhile, At the Big 5

Jane Friedman of The Hot Sheet (subscription required), spent two hours talking with Peter Hildick-Smith, who helped the Guild conduct their survey. She concludes:

Finally, the survey results look sobering for anyone with a Big Five house: Earnings have declined for those authors over the last five years at the rate of inflation. The biggest selling authors are seeing their sales soften, which indicates to Hildick-Smith that the big traditional publishers need to think of some new approaches for marketing and promotion. For the top 10 percent of traditionally published authors, he said, “There are a lot of folks out there nipping at your heels, and you’re having to share the winnings a lot more.”

So Be a Cork on the Roiling Sea of Change

Way back in 2012 I wrote about the “discoverability problem” in the “roiling sea” of digital publishing. Our job is to be a cork, always bobbing right back to the surface, no matter what waves come our way:

The good news is there is one tried and true method that is consistent throughout all marketing platforms: good old word of mouth.

Which comes from quality + consistency x time. The best books and stories you can write, and then more, and more, never stopping, ever.

What say you? How are all the changes affecting your work or plans? Are you keeping the main thing (writing) the main thing?

The Year Behind and The Year Ahead

by James Scott Bell
@jamesscottbell

Here is the last TKZ post of the year. We will be taking our annual two-week break, and gather again on January 2, 2023. It seems apt, then, to take a look in the rearview and also through the windshield. Where have we been, and where are we headed?

2022

What a year. Sometimes it felt like the cruise of the Lusitania; at other times, like an old wooden roller coaster about to be condemned. There were all sorts of moments:

  • Russia invaded Ukraine. Kim Kardashian and Pete Davidson broke up. Hordes of Twitter users seemed unable to determine which was worse.
  • Speaking of Twitter, some car guy bought it.
  • Will Smith slapped Chris Rock.
  • Johnny Depp used the term “a grumpy” in open court.

Some notable deaths were: Queen Elizabeth, Angela Lansbury, Bill Russell, Sidney Poitier, and the last great spitballer, Gaylord Perry.

Other deaths included decorum, nuance, and rationality.

And over in the publishing world—

Print Book Sales Were Down

According to Publishers Weekly:

Unit sales of print books fell 4.8% through the first nine months of 2022, from the comparable period in 2021. Unit sales dropped from 570 million copies sold in the January through September period in 2021 to 542.6 million in 2022 at outlets that report to NPD BookScan. The sales decline slowed during the third quarter, falling from a drop of 6.6% in the first half of 2021. The decline also follows a year in which unit sales for the full year rose 8.9% over 2020.

Ebooks and Audio

Ebook sales are notoriously difficult to quantify, because Indie and Amazon stats are largely hidden. With trad pub, ebook revenues were down 6.7% as compared to the first eight months of 2021. Audiobooks sales, however, were up 5.5%.

Indie sales generally may not have been spared the downward trend. Why? While sales were up during lockdown mania, when people couldn’t go out to bookstores, it seems 2022 saw a reversal of this trend. Coupled with challenging economic times, sales of just about everything were down. It feels a bit like 2008-2009. One blog lists several factors affecting book sales, e.g.,

  • Looming recession
  • Inflation
  • Collective fatigue
  • Demand saturation, tapering-off growth
  • Declining old-guard ad platform effectiveness

The blog suggests that “if consumers are spending less, it might not be the time to ditch Kindle Unlimited if you’re established there and it’s been good to you, as people will cancel their subscriptions last.”

Dedicated Ebook Readers Are Dying

Nook is on life support. Kobo is mostly in Canada. Kindle still dominates, and Amazon just released a cool new model. But it appears that phones and tablets are replacing e-readers.

While that transition does not affect ebook reading per se, it does make formatting a most important consideration. Your books have to be readable on the smaller phone footprint. I use Vellum, which takes care of that problem. What are you using?

Bestsellers Are Getting Shorter

Interesting data from the analysts at Wordsrated:

  • Bestsellers are getting shorter – the average length of the NYT bestseller decreased by 51.5 pages from 2011 to 2021, from 437.5 to 386 (11.8%).
  • Long books (over 400 pages) are disappearing – the share of long bestsellers went from 54% in 2011 to 38% in 2021, a 30% drop.
  • Long books stayed 4.4 weeks longer on the bestsellers list than short books (under 400 pages) until 2016. Since 2016, short books have been on the list 1.9 weeks longer than long books.

(Mr. Rogers Voice): “Can you say ‘shrinking attention spans’? I know you can.”

That’s good news for indie writers of pulp-style fiction. Instead of two books at 90k each, they can do three books at 60k—and charge the same price for each one.

The Big Antitrust Case

You all heard about the DOJ going to court to stop the proposed merger of Penguin Random House and Simon & Schuster. But did you understand it? Without going into massive detail, antitrust law (according to the DOJ itself) “prohibits business practices that unreasonably deprive consumers of the benefits of competition, resulting in higher prices for products and services.”

But the way this case was presented was to protect that slice of authors who command advances of $250,000 or more. Is that you? I didn’t think so.

The trial was marked by the testimony of CEOs and agents and one Mr. Stephen King, who said:

I came because I think consolidation is bad for competition. That’s my understanding of the book business, and I’ve been around it for fifty years. When I started in this business, there were literally hundreds of imprints, and some of them were run by people with extremely idiosyncratic tastes, one might say. Those businesses were either subsumed one by one or they ran out of business. I think it becomes tougher and tougher for writers to find enough money to live on.

(For a summary of the key events of the trial, see the coverage by Publishers Weekly.)

The DOJ won. PRH has decided not to appeal. In reading Judge Florence Tan’s decision, a few things jumped out at me:

  • Only 35 out of every 100 books published turns a profit.
  • “Breakout” titles — those books that “outstrip” expectations — are what make up most of a pub company’s profit.
  • The trad model is to acquire a large number of books, knowing that most titles will not be profitable, and hoping for that big home run, like Gone Girl.
  • PRH CEO Markus Dohle testified that publishers are like “angel investors” that “invest every year in thousands of ideas and dreams, and only a few make it to the top.” When a book is a breakout, it allows the company to take risks in acquiring new books and “betting” on new titles.
  • And this, from pg. 19: “Self-publishing is not a significant factor in the publishing industry. Self-published books are rarely published in print and are typically limited to online distributions. The authors of self-published books cannot pay themselves an advance. [JSB: But they get a 70% royalty and get paid every month!] Moreover, individual authors generally do not have relationships with media or distributors necessary to ensure that their books are visible to a potential audience.” [JSB: How often does a fiction author get on The Today Show?]

So what does all this mean for writers who don’t command huge advances? The ever-insightful Jane Friedman, in her Hot Sheet newsletter (subscription required) says:

All along, I’ve said in this newsletter (and elsewhere) that I don’t think this case has much or any bearing on the average author’s earnings. While I can’t speak to the legal merits of the government’s case, I’ve never been convinced that blocking this merger would save anything of value that wasn’t already lost decades ago, when industry consolidation began. Nor is anyone arguing, as far as I’ve seen, that preserving the advances of authors who receive $250k+ will have positive trickle-down effects for the entire literary ecosystem.           

2023 

On Predicting the Future

“People ask me to predict the future, when all I want to do is prevent it. Better yet, build it. Predicting the future is much too easy, anyway. You look at the people around you, the street you stand on, the visible air you breathe, and predict more of the same. To hell with more. I want better.” – Ray Bradbury

“The only way you can predict the future is to build it.” – Alan Kay

“I never think of the future, it comes soon enough.” – Albert Einstein

“The future belongs to those who believe in the beauty of their dreams.” – Eleanor Roosevelt

So How Do You Earn More Dough Next Year?

1. Within The Forbidden City 

In traditional publishing, it used to be said you needed four to five books getting an increasing foothold among readers to move toward significant writing income. See The Career Novelist by agent Donald Maass.

In these latter days, however, an author has one or maybe two chances. As the DOJ case revealed, the big pubs want home runs, and want them out of the gate. They generally won’t put any significant marketing money into most books unless and until those books show some momentum on their own.

So write a home run and you’re golden.

If not, and you are shown the gate by the Forbidden City elders, there are many smaller publishers out there who will allow you singles and doubles, and a shot at building a readership.

2. Indie

Want to know what it takes to bring in some good lettuce as an indie writer? I found the information in this survey instructive (h/t Joanna Penn for the link). It confirms my own experience. It’s worth your time to have a look.

Still and all, one truth remains: the best marketing, in either world, is word of mouth, which comes from the books themselves. Meaning—

Stick to The Fundamentals

From time immemorial, writers of fiction have known that the fundamentals for success are basic: be good and be productive.

To be good means always growing in your craft. Assess your work vis-à-vis the seven critical success factors of fiction—plot, structure, characters, scenes, dialogue, voice, and meaning. Figure out what needs improving (and remove any chips on your shoulder) and then set about to study those areas and practice what you learn.

As for production, you don’t have to write a novel every month. Just be consistent. A page a day is a book a year. Determine how many words you can comfortably write in a week. Up that by 10% and make it your weekly goal. If you miss a day, make it up on other days. If you miss a week, fuggetaboutit. Start fresh on Monday.

Develop ideas even as you’re working on your WIP. Be like a movie studio, with one “green lit” project, a few “in development” and a few that are one-line pitches.

Most of all, nurture the joy factor and love what you do.

Have the mindset of the pulp writers of yore, who didn’t have time to whine or moan during the Depression. They had to eat, so the wrote. And looked at the enterprise as a business. One of those writers was W. T. Ballard, who wrote for Black Mask. In an interview later in life he said:

My views on writing as a business? That it is not much different from any other. You have to keep swinging, rolling with the punches, keep alert and attuned to the changes that take place suddenly or gradually, but always constantly.

Words for writers to live by.

Now from all of us at TKZ: Thank you, loyal readers, for another great year. We have some of the best, most informed, and most interesting commenters in the entire blogosphere. Let’s continue the conversation in 2023. May abundant blessings be yours this holiday season. See you soon!

Thoughts on Publishing in 2022

by James Scott Bell
@jamesscottbell

So here we are on a toboggan hurtling down the snowy mountain called 2022. Seems like a good time to take a look at the current state of book publishing, the better to avoid the rocks, tree stumps, and cliffs scattered all over the slope.

What do we see?

The Forbidden City

Looming large, as always, is traditional publishing by the Big 5. Prophecies of their demise, which were legion in the early days of the indie boom, have not come to pass. Not even a global pandemic could take the trad biz out. Yes, there have been mergers and acquisitions, the paring down of staffs, and other moves that market-wide disruption demands. But as explained by Jane Friedman in The Hot Sheet (subscription required; quoted with permission):

In 2020, traditional publishing celebrated its best sales in a decade, and 2021 will come in at even higher levels, with 8 percent growth projected by NPD BookScan. HarperCollins CEO Brian Murray claimed the book “pie” has grown by about 15 percent, and thus the company has been aggressive in their acquisitions and release schedule. HarperCollins profits were up 42 percent by mid-year, while Penguin Random House saw its best profits in 19 years, up by a whopping 55 percent during the first half.

Undeniably it has been an extraordinary and historic period of sales in the industry, with no particular books responsible; publishers are seeing strong performance across their entire lists. (Keep in mind that, for traditional publishers, the print-to-digital sales mix remains about 75-25.) The latest report from the Association of American Publishers shows that consumer (trade) publisher revenues are up 14.1 percent through October 2021 versus last year.

Publishers Lunch, which has tracked dealmaking trends for more than 20 years, saw a surge in dealmaking in 2021. Volume for the first half of the year was about 20 percent higher than in 2020—remarkably in line with the increase in US print unit sales, which were up 18.4 percent during the first half of the year, according to BookScan. Major deals and six-figure deals remain strong.

Who would have predicted this? Perhaps your humble scribe, who opined back in 2013 that traditional publishing was like a boxer who just won’t go down.

Now let us consider this from the writer’s perspective. For while the industry is still humming, the tune may be less than melodious for fledgling fiction authors. Yes, deals are still being made, but with fewer “slots” for new writers the competition is fierce. Unless one is a celebrity (who is paired with a ghost or co-author), or has written what a pub board considers a “can’t miss” debut (they’re only right about this maybe 50% of the time) advances are not hefty. In many cases they aren’t even, strictly speaking, advances. As agent Kristin Nelson explains:

In the early 2000s, every contract I negotiated specified advance payments in halves: half on signing and half on delivery and acceptance of the manuscript. An agent earns the commission at the same time a client is paid. Publishers are now citing “corporate mandates” that payments must be structured in four or five installments—and some of those payments aren’t coming in until after publication…which makes it no longer an “advance” … Not only does this structure impact an author’s financial well-being, it impacts an agent’s ability to earn a living. Imagine negotiating a contract today and knowing that a portion of your commission won’t be paid for two years.

As far as acquisitions, there is a “blockbuster mentality” in big publishing. Nice if your book is one of them and hits. If it doesn’t, your prospects for another contract with the same publisher, or another of the Bigs, dim considerably.

Over the course of the last thirty years I’ve seen a strikingly similar scenario happen over and over again. It goes like this:

  1. Big advance from a big publisher. A two-book contract! Huzzah! Everyone is celebrating, popping champagne, hosting the author at conference pub parties.
  2. Book #1 fails to live up to sales projections. Author starts getting night sweats. There is no further marketing push from the publisher.
  3. Book #1 is deemed a “failure.”
  4. Book #2, per the contract, comes out, but without robust support from the publisher or large orders from the bookstores. If the book is hardback, publisher may decide not to do a paperback print run. Instead, it “remainders” the hardcovers in the warehouse by selling them cheaply to wholesalers (and for which the author gets no royalty).
  5. Author is not offered another contract from the big publisher, nor from any of the other Bigs.

(A first-hand account of such a scenario can be found here.)

I must add that I do know some writers who have managed to keep long-term relations with a big publisher without being in the “mega” category. Such writers used to be called “midlist.” But that designation is rapidly disappearing. It’s more “feast or famine” now, and if you aren’t feasting in the Forbidden City, you will likely be shown the drawbridge.

Cast into the dark forest again, what is an author to do? Fortunately, there are two roads diverging in that wood—independent/small publishing and indie publishing.

Independent and Small Publishing

Many independent and small publishing concerns are doing a fine business, and more have been added over the last several years. (I note, however, that business failures happen regularly in this sector and can really mess up the author getting monies owed.) They fall into roughly two categories: those with a traditional model and those that are hybrid.

One of the biggest independents is Kensington, home of our own John Gilstrap. It operates traditionally and pays advances. Elaine Viets is with Severn House. Reavis writes for Poisoned Pen Press.

When you get down into smaller sizes, it’s most likely there is no advance, and contract terms vary wildly. Which means doing your due diligence—you can start by reading this article. You’ll likely be your own agent, so learn all you can about publishing contracts and get help before you sign anything. The Authors Guild has a contract review benefit. You can also fork over dough to a lawyer to review the contract, but make sure said lawyer knows the ins and outs of book publishing contracts and specializes in Intellectual Property Law. The general practitioner in the strip mall at the corner is not the one to consult.

I won’t say much about “vanity” publishing, which usually requires big fees along with faux guarantees like “Your book will be published everywhere on the internet! And it will be available to all bookstores, too!” (Yeah… available… thank you so much). Some even say they will make you a “bestselling author” which means playing algorithm footsie on Amazon so your ebook, selling thirty copies, makes it to the top of some obscure category. And if you want their ultra-terrific marketing package, all you have to do is pony up more dough…four figures, sometimes five.

Yeesh.

I will say, however, there is an exception to the fee-up-front model that may be right for an author of a particular sort. I counseled just such a one. He was referred to me by a family member. He is a recently retired lawyer who had written a novel and wanted advice on how to get it published.

We went back and forth with emails. I laid out the two paths—traditional and indie—and explained the formidable barriers to the former. But that’s what he wanted to go for. So I told him what to do to get his novel shipshape (beta readers, freelance editor) and showed him how to put together a proposal and begin the search for an agent.

After about eight months he wrote back saying he was ready to go indie. I told him what that entailed, the various tasks he’d have to perform. I also said he needed to think of it as a business. But he was not interested in running a business, he just wanted to get his novel published and made available.

So for such a person (i.e., one not interested in writing as a career, vocation, or serious hobby), there are companies that will take care of things like cover design, formatting and all the rest, for a reasonable fee. One of these is BookBaby. After due diligence, that’s what he chose.

Indie Publishing

As we all know, an ever-growing number of authors—several of whom you’ll find right here at TKZ—are successfully publishing on their own. Some have gone indie from the jump, while a multitude of former trad writers have transitioned over, attracted by benefits that include full creative control, generous royalty rates, and seeing their book published as soon as it’s finished instead of a year or 18 months down the line.

But to do this successfully you have to think like a business (a simple business plan is presented in my book How to Make a Living as a Writer), consistently produce quality work, and be patient. One decision you’ll need to make early is whether to “go wide” or “go exclusive.” The nice thing is your choice is not irrevocable. Being indie means you can try new things, experiment, and make better decisions as you grow.

So where are we, O writer? Recognizing that there are exceptions to every publishing generality, let me offer a few words of advice.

  • If you are an author who desires acclaim from established venues of literary acceptance and a chance to break out into the rarified air of mega A-List writers, traditional is your shot. Just know that the odds are steep—98% of books published traditionally sell fewer than 5,000 printed copies. It’s a gamble and it may take you years to get a chance at the table. Yet people still play 22 in roulette, and you are certainly free to try. Once your chips are gone, however, you will probably find it impossible to get staked again for another turn inside the Forbidden City.
  • A good, independent publisher is an alternative—so long as your monetary goals are modest. The key word is good. Do your research.
  • Big or small, fight for a fair reversion clause in your contract. By fair I mean tied to a minimum number of dollars (not “copies available”) in a royalty period. Shoot for a high three figures.
  • Also get a fair non-compete clause.
  • If you decide to go indie because you think it is a fast road to riches, think again. It will take several years to get a good income flow, and even then it may not be a raging river of green. Still, you own all rights to your hard work and you can’t be fired. If you love to write (and you should if you want to make a go of this) then even a modest side income is frosting on the cake.
  • Whatever your choice, make it your goal to get better every time you sit at the keyboard. Study the craft, write, get feedback, write, study, try things, get more feedback, write.
  • Find your productive sweet spot. Figure out how many words you can produce comfortably in a week. Whatever that number is, up it by 10% and make that your goal, breaking it down into daily production, six days a week. Take one day off each week for rest and recharging.
  • Have a regular creativity time. Be like a movie studio and have several projects “in development.”

That’s how I see the publishing biz in 2022. Let’s open up a conversation on all this. How do you see things? What decisions are you contemplating? What lessons have you learned over the past few years?

Interview with Blackstone Publishing’s Rick Bleiweiss

By Debbie Burke

@burke_writer

Today, please welcome Rick Bleiweiss, Head of New Business Development for Blackstone Publishing. Rick is a former record company senior executive, Grammy-nominated producer, podcaster, and journalist. He is also the author of Pignon Scorbion & the Barbershop Detectives, a mystery set in 1910 in a sleepy English village, to be released in February 2022.

Rick Bleiweiss

 

…What I’m doing at 77 years of age [is] an example to other seniors that you are never too old to try something new or follow your dreams.

 

 

 

Debbie Burke: Thanks for visiting with us, Rick! Blackstone Publishing is unusual in that they started with audiobooks then later added print and ebooks. Could you tell us about that shift and the reasons behind it?

Rick Bleiweiss: The decision to begin publishing books and ebooks in addition to audiobooks was made about seven years ago. We published our first books in 2015. It was primarily driven by three things.

First, the more popular audiobooks became the more other publishers held onto those rights, made their own audiobooks, and stopped licensing them to other companies, such as Blackstone.

Second, we felt that we could succeed well as a publisher of books and audiobooks and have those as another income stream. And we felt we could ramp up quickly as we already were evaluating manuscripts, involved with authors and storytellers, and selling and distributing audiobooks to many of the same buyers at accounts whom we’d be selling books and eBooks to. So that would make it an easy transition.

An added benefit of licensing all rights to a book – print, ebook, audiobook – is that we would be getting the audios, which would start making up for the ones we were no longer getting from some other publishers.

Third, the vision of Blackstone’s CEO (and owners) was to make Blackstone into more than just a traditional publishing company, but rather to turn it into a media company that has publishing and storytelling as its foundation, but also is involved in securing film & tv deals and being a media producer, creating intellectual properties, doing video games, comic books and magazines, and creating and selling merchandising. And we are doing all of that today and more, including owning our own printing plant so that we can make everything in house and never be out of print.

Regarding how we started our print program, early on we obtained the rights to the Max Brand and Loius L’Amour catalogs and signed a number of authors who had some past success but were not yet major sellers. Then it really kicked up a notch when I signed PC & Kristin Cast and we published the last their books in their 12-million selling House of Night series. Then our visionary CEO Josh Stanton and I got the James Clavell catalog, and I signed Natasha Boyd, who has had one of our biggest on-going books, the USAToday best-seller, The Indigo Girl. That was closely followed by signing Nicholas Sansbury Smith and his Hell Divers series.

DB: In 2019, Blackstone, a family-owned, independent press, made news by luring heavy hitters Meg Gardiner, Steve Hamilton, and Reed Farrel Coleman away from Penguin Random House. Without spilling any secrets, do you anticipate Blackstone’s further expansion of authors who may be disgruntled with the Big Five?

RB: Actually, they were not the first nor have they been the last, although they were major signings. I wouldn’t characterize it as disgruntled with the Big Five as much as wanting to go with a different publisher paradigm. Josh Stanton and I were able to license the aforementioned entire James Clavell catalog (including his classic Asian Series featuring Sho-Gun) and Gregory McDonald’s catalog (Fletch and Flynn series) both of which I believe had been with Dell for many years but whose estates were looking for something different. Other authors who we have signed to do print and eBooks who have also been with major publishers are Sherilyn Kenyon, Heather Graham, Catherine Coulter, Rex Pickett, James Carroll, Peter Clines, Andrews & Wilson, PC & Kristin Cast, Josh Hood, a good part of the Leon Uris catalog, Gabriel Garcia Márquez, Neil deGrasse Tyson, Al Roker, Eric Rickstad, Brian Freeman, Adrian McKinty, Orson Scott Card, M.C. Beaton, Matthew Mather, Don Winslow, Shelley Shepherd Gray, Catherine Ryan Howard, The Black Berets series and quite a few others.

I think that many people are starting to realize that we are expanding well beyond the role of a traditional publisher and that we are looking at what tomorrow’s successful media/publishing companies will be like and look like, rather than what it the traditional way of doing things. Hopefully, we have taken the best time-honored industry practices and augmented them with newer ways of looking at what a publisher can and should do. As an example, we have a head of film/tv who got deals for eight of our books within the last three months.

DB: Please describe a day in the life of Head of New Business Development.

RB: Fortunately, because it keeps my business life interesting, there have been many different things I’ve done in that role. I’ve bought other companies for Blackstone (such as the direct-to-consumer company, Audio Editions), licensed our technology to other audiobook companies, arranged distribution deals with other publishers, made introductions between Blackstone and high-profile tech and content companies, I am on Blackstone’s Board of Directors, I put together the relationship between Blackstone and the Oregon Shakespeare Festival which resulted in Grammy-winning audio versions of their Shakespeare plays, I co-created a series of books by Native American elders to preserve their wisdom, humor and teachings.

In short, I have had my fingers in a lot of different pies and strive to be one of the people at the company who keeps Blackstone moving forward as well as in new directions.

DB: What specifically captures your attention when you review submissions?

RB: Since the majority of the acquisitions work that I’ve been doing lately has been more focused on celebrities, best-selling authors and hit catalogs, rather than on debut authors, I look for different things now than I did when I was evaluating day-to-day acquisitions. When I did that, I would look to see if the synopsis intrigued me, if I thought the story was something that the public would be interested in, what the author’s background, social media involvement and overall commitment to being a writer were, and what our sales and marketing people thought they could do with the book. And, of course, finally, was the writing any good?

For an author who wants to submit a query to an agent or a publisher (and submitting to an agent is probably a way lot easier than submitting directly to a publisher) they should make sure to know something about each person they are submitting to so they can personalize each letter/email. The author has to make sure the genre they are submitting is a genre the agent or publisher works in. The query letter should also contain a short, but effective, synopsis of the story, the author’s bio, comps to other books, anyone they could get to endorse the book who would be meaningful (if anyone), and, if possible, something that perks the reader’s interest and sets the query letter apart from the hundreds of others that the agent/publisher has received.

DB: Tell us about your own writing.

RB: When I was twelve, I hammered out the first two-page sports newspaper that I wrote on my old Royal manual typewriter and sold the two carbon copies I made of it to neighbors. Over the decades since that time, I have written multiple newspaper columns, magazine columns and articles (including cover stories), blogs, copy for a local political committee and candidates, contributed chapters to two anthologies of short stories, and have written six, as yet unpublished and unproduced books and plays, and a rock opera.

My “breakthrough” came when I wrote Pignon Scorbion & the Barbershop Detectives, an historical fiction mystery novel set in the countryside town of Haxford, England in 1910 (which will be published in hardcover by Blackstone on February 8, 2022. An eccentric, but gifted, police inspector named Pignon Scorbion, who possesses the skills of Poirot and Holmes, comes to Haxford to head its law enforcement. Through a prior friendship with the town’s barber, Scorbion begins solving his cases in the barbershop assisted by a colorful group of amateur sleuth assistants – the barbers, the shoeshine man, a young reporter, and a beautiful and brilliant, female bookshop owner who is more than a match for Scorbion in observation, deduction and brains.

Scorbion’s ‘universe’ includes Sherlock Holmes, Hercule Poirot and Dr. John Watson, with whom Scorbion has become friends, and I’ve written the book in the style of the authors of that time and genre.

DB: What’s in the future for author Rick Bleiweiss?

RB: I’ve completed writing over 95% of Pignon Scorbion & the Barbershop Detectives, Book 2 which I believe will be published in early 2023. Without spoiling anything, it contains a case about a man who is shot and killed by an arrow while riding alone in a hot air balloon, another about the shoeshine man’s visiting cousin who is attacked and brutally beaten, a third involving a blacksmith who is murdered while walking home in the early morning, and lastly, a moneylender who is poisoned and dies in one of the barber’s chairs.

I also have a piece in an anthology of mystery short stories called Hotel California that is publishing in May, 2022. I join some real heavyweights in the book including, Heather Graham, Andrew Child (who has contributed a new Jack Reacher story to the anthology), Amanda Flower, Reed Farrel Coleman, John Gilstrap, Jennifer Dornbush, and Don Bruns, all of whom have written new stories for the volume.

My story is about a premier NYC hitman named Walker who escapes a hit on his life and hides out in Maui while another hitman is sent to finish him off. It’s a cat and mouse game of who gets who.

I also will have another Walker story in the follow-up anthology, Thriller, due in mid-2023.

Lastly, at least for now, in January I have stories being published in Strand Magazine detailing a lot of the research I did for the Scorbion book, and another in Crime Reads Magazine in which I talk in depth about my favorite all-time mystery authors.

DB: Is there anything else you’d like to add?

RB: We are launching Scorbion in a somewhat unconventional manner. There is a Pignon Scorbion ‘Find the Hidden Objects” video game that will be available for free on the Apple and Android app stores. It will have six levels based on scenes in the book, but you will have to input an unlock code to play the last two – and that code is in the book and the audiobook. Shane Salerno of the Story Factory made a wonderful video trailer for the book, there will be retail display contests, we are making and will be selling Scorbion t-shirts, the book has already been voted the Buzz Book of the Pacific Northwest Booksellers Assn’s fall conference, has been featured multiple times in Publishers Weekly (including an excellent review), will be featured by BookBub on publication date, I am hosting a YouTube show interviewing authors and literary agents as they talk about their careers and give advice to aspiring authors, and we are going to make a strong media push hoping to get what I’m doing at 77 years of age as an example to other seniors that you are never too old to try something new or follow your dreams.

~~~

Thank you, Rick, for joining us at The Kill Zone. Best of luck with the February 2022 launch of Pignon Scorbion & The Barbershop Detectives!

 

What Path Should a Writer Take in 2020?

by James Scott Bell
@jamesscottbell

I’ve always used December as a month to re-calibrate and re-think my writing goals for the new year. Since we have writers at all stages of the journey here at TKZ, I thought it might be a good time to consider the various paths a writer might take…and how to choose among them.

  1. The Forbidden City

The traditional publishing industry—represented by the so-called “Big Five”—is still kicking it, though there are clear challenges ahead. This mega-model cannot sustain itself without developing new talent, but the risk capital for doing that is not so plentiful as it once was. What’s keeping the lights on in Manhattan offices is the ever-increasing dependence on A-list writers. Which means fewer resources to nurture midlist talent. As a recent article in Publishers Weekly put it:

[M]idlist sales have faltered enough in recent years that there is a growing concern among publishers and agents about how the business can create new hits when the field they once turned to is, well, disappearing…

A publisher at a major house agreed that, to an extent, publishers have contributed to the gap between the top sellers and those below. With social media offering a variety of ways to promote titles that are selling, publishers usually put more resources behind books that are succeeding in order to maintain momentum. As these books get the lion’s share of the houses’ focus, other titles are left to find audiences on their own.

The dependence on big hits by proven authors has also been exacerbated by two other developments, according to the article: “a shrinking physical retail market and an increase in competing entertainment driven by the proliferation of streaming TV platforms.”

Getting invited inside the walls of the Forbidden City has always been difficult. And it’s always been difficult to stay inside. With fewer slots available for new writers—and even less for a flat-selling mid-lister—the difficulty of this path has only increased.

  1. Small Publishing Companies

I’d define this slice of the publishing pie as any company not owned by the bigs but still operating in a traditional fashion. That is, they take on a manuscript and foot the bill for editing and design work. They may or may not pay an advance, but do offer traditional royalty terms.

I’d put Amazon Publishing (note: not Kindle Direct Publishing, which is for indie writers. See #3, below) at the top of this category, though it is truly unique in that it owns the largest (online) bookstore in the world, yet isn’t usually granted shelf space in brick-and-mortar stores (unless, of course, they own those stores!)

Also near the top is Kensington, which calls itself “America’s Independent Publisher.” (They must have good criteria as they publish this fellow.)

Blue-Footed Booby

As presses get smaller, they usually have a tighter genre focus. For example, Graywolf tends toward the literary, while Brash Books walks the mean streets of crime. Powerhouse bestsellers from the smalls are as rare as the Blue-Footed Booby. But with the right partnership you may be able to put together a solid body of work and a steadily growing readership.

How do you find the right small publisher for your novel? You can still pick up a copy of Novel & Short Story Writer’s Market 2020 (which you ought to do soon, as the future of this publication is uncertain due to the sale of WD assets to Penguin Random House earlier this year).

Finally, there are “really small” companies springing up, seemingly all the time. They focus almost exclusively on ebooks. In many cases they’re run by indie writers who’ve had some success themselves, and seek to make extra scratch helping new writers get out to market.

A great big caveat scriptor is necessary here: it’s easy to call yourself a publisher, and just as easy to go bust. (I got a flaming email once from the founder of a one-person press after I issued a gentle warning to writers about such companies. How dare I! We can give more personal attention to individual writers! I wrote back and wished her good fortune. Eight months later the company was out of business, unable to pay their writers the royalties they were owed.)

While these micro publishers do not offer advances or require an agent, you really need to do your due diligence with any contract. (File this advice under “Duh.”)

How can you tell if a small press is legit? Start by reading this post.

  1. Indie (Self) Publishing

We’re twelve years into the ebook revolution, and enough time has gone by for the dust of the self-publishing “gold rush” (roughly 2008-2013) to settle back down to earth. We have adequate history now to assert a few things.

First, this path to market is still fast and without obstacle. Anyone can do it. That’s a blessing and a curse. A blessing because for the first time since Gutenberg it’s possible for an author to make bank outside the walls of the Forbidden City. A curse because there’s a great temptation to toss a book out there when it’s clearly not ready for prime time, and/or has a shoddy design.

There are innumerable books and blogs and courses that can teach you the technical details on getting your books online. If you are averse to being truly DIY (that is, dealing directly with Kindle, Nook, Kobo, etc.), there are aggregator sites that will do the distribution for you, in return for a percentage of your net proceeds. Your net is based on the retail price of your book, less the bookstore’s commission. For example, Amazon retains 30% as its commission when a book is sold off its site. The author gets 70%. The aggregator takes a slice (usually 15%) out of that 70% and sends you the balance. Smashwords and Draft2Digital are the leading aggregators right now. Here’s an article comparing the two. (Note: If a company charges you an upfront fee as opposed to percentage of net, it falls more into the category of a vanity press. See #4, below.)

Just remember that regardless of how you get your books to market, the three keys to making actual dough as an indie are 1) writing commercially viable books (i.e., in a popular genre); 2) being prolific; and 3) understanding that you’re running a small business.

That last item—business sense—gives many writers the willies. It’s hard enough to find the time to write! Now I have to spend time on business?

Well, yeah, if you truly want a shot at indie success. I wrote a book about the business principles you’ll need.

  1. Vanity Press

This is a business that makes money off authors, rather than the other way around. They require you to put up a pretty penny (do they make pretty pennies anymore?) to “publish” your book. They usually do a competent design job, but then what? They’ll offer to upsell you various packages (e.g., enhanced marketing) the value of which is negligible.

The article referenced earlier has a section on vanity presses. If you have written one book that you would like to distribute to family and friends in a nice hardcover edition—and have no desire to make writing a career…and you have lots of discretionary income—then perhaps a vanity publisher might be an option.

Whew. Now that we’ve covered these four paths open to writers today, we need to ask one more big question before making the choice, and that is: just what is it you want to accomplish, when all is said and done and published, with your writing? Here I think there are three possible answers.

The first is the amorphous concept of validation. A lot of writers I’ve talked to over the past ten years about self-publishing have given me variations on, “But I want the validation of a traditional contract.”

I call this notion “amorphous” because you can’t measure it. Will this type of validation give you 100% satisfaction? Probably not. How about 80%? Perhaps, but how long will that feeling last? If you become one of those writers who is dropped by a publisher (which will retain the rights to your output), what then? You’re five years into what you thought was a career and all that work you’ve done belongs to the company that let you go? And your dismal sales numbers make it impossible to land another contract with a like-sized company? (This makes it imperative that you and your agent negotiate a fair reversion clause, based on royalty income, and whatever else you can get.)

A more understandable reason for seeking a traditional contract (from a Big Five publisher) is to play the lottery. You’re hoping that one of your books will be among those chosen to get a huge marketing push, landing you a prime spot on the New York Times bestseller list and guaranteeing a long, seven-figures annually career. There are about two dozen authors who fit this profile and ten million who would like to. That’s why this is a lottery.

I find it a perfectly fine reason to knock on the doors of the Forbidden City. I just want you to be aware of the odds.

The third type of writer wants to create a reliable and steady stream of income. That could happen with the right small publisher partnership, but I find it more likely and lucrative in the indie world. My favorite model is the classic pulp fiction era. The writers who made it were, above all, good storytellers. They knew their craft. They were also prolific and understood the market—just like successful indie writers today, of which there are many. I personally know several indies making healthy five- and six-figure annual incomes because they operate on pulp principles.

Your assignment is clear. Figure out which motivation is most important to you. Then you can fashion 2020 plans and priorities accordingly. Next December, and each December after that, think through these considerations anew.

And whatever your choices—whatever type of writer you see yourself as—do this above all: Love the writing itself. Write with joy. Find and nurture your sweet spot. That’s the only thing that will sustain you over the long haul.

Which is why TKZ exists. We love writers and writing. We love sharing our insights, and hearing back from you in the comments. So as we wrap up another year, thank you for making this community one of the best places to hang out and talk about fiction craft and the book business. We now pause to catch our collective breath, and will see you back here on January 6, 2020!

Merry Christmas
Happy Hanukkah
Próspero año y felicidad!

Interesting Publishing Trends to Watch in 2017

JordanDane
@JordanDane

I found these trends interesting and wanted to share them here at TKZ. As many of you know, I’ve been writing with author friends on various Amazon Kindle Worlds where they host/create a world and invite authors to write for their series. It’s been fun and I get to explore many topics and experiment with styles and research topics and lengths. Plus the group of launching authors share promotion and benefit from each other’s readerships when we cross promote. So given that, I thought you might like to explore these ideas for your writing goals.

Novellas, Anthologies & Co-Authoring – What makes this growing trend popular is affordability and the recognition of shorter attention spans. These shorter types of books are cheaper for authors to produce and affordable for voracious readers to buy. With people’s shorter attention spans, the shorter format is more convenient. The cheaper price point also allows readers to try new authors without busting the bank. Win/Win. As for anthologies, a group of authors can merge their resources to come up with a top-notch product and also save on production, distribution, and promotion costs that can be shared jointly. Multiply the aggregate authors combined reader base and it’s another win/win.

Changing Book Themes Influenced by an Evolving World – In my latest book (due out June 8th – Vigilante Justice) I explore the topic of conspiracy theories and immigration. I brainstormed my “what if” question on those topics and came up with a story that could’ve been ripped from the headlines. It’s a risk to attempt books on the edge of politics, which I leave out of the story. Instead I focused on the emotional human conflicts that were organic to such a story. Be aware of the realistic elements to our culture and society and the struggles we have to infuse them into your themes. You not only explore your own thoughts, but you can crystallize conflict in such a human way. Such themes may be the refugee crisis, climate change, LGBT issues, terrorism (both international and domestic), and drug addiction. As an author you could choose to write about the stark reality of these themes, or you could provide a Utopian escape for readers to find refuge. Give your world building a dose of reality or provide readers a panacea for what they see on TV or in the news.

Indie & Hybrid Houses – Today, authors have options on how to publish, whether it’s self-publishing or attempting to sell to indie or hybrid houses. The Big 5 Publishers are also an option, but the author would have to consider giving up creative control & handing over copyrights and still be required to promote. Many smaller houses are offering better royalty rates and could give the author a more collaborative approach with more control.

Audio Books – With the growing popularity of products like Amazon’s Echo and Google Home, many consumers are gaining access to audio books in their homes, These can be techy types who liked controlling everything in their domain or older folks who (if they can remember Alexa’s name – insert my parents’ names here) like to be read a nighttime story. This kind of technology has enhanced the audio book market and authors can ‘self-publish’ their own audio book format through ACX.

For DISCUSSION:

Have any of you tried variations of these trends and found success? Please share.

Out for Blood $1.99 Ebook

After the Jaguar destroyed his world, former CIA operative Mercer Broderick targets the faceless cartel boss using the Equalizers as pawns in a deadly game to avenge the murder of his beloved wife and child. (Mercer’s War – Book 2)

2016 Publishing Trends

Jordan Dane
@JordanDane

stack-of-books

I recently received an email from a reader fan who complained about not having access to my Amazon Kindle Worlds (KW) digital books in Australia. I’ve heard this complaint before regarding the difficulty of obtaining US books in other countries. You’d think that in this digital world, it would be easier to satisfy markets all over the globe (especially with digital books), but not so. In the case of Kindle Worlds, the division is separate from Amazon and has to build upon its infrastructure and distribution resources. KW will be in Australia eventually—things are changing—but online retailers restrict certain markets because of their selling platform limitations. Yet the world is becoming borderless and more universal, so it got me thinking about trends in the publishing industry that have changed how books are created, marketed, and distributed.

1.) Publishers Optimizing Licensing Prospects – Publishers over the globe are recognizing the value of licensing and holding tightly to the rights they have under contract. Licensing, traditionally a subsidiary rights value, could become a larger contributor to a publisher’s cash flow if the house can expand its reach into the global marketplace. International borders would become less important (not an obstacle) and publishers could expand their reach in creative ways by enhancing the book experience for the reader. Plus, larger houses could continue to acquire struggling mid-sized houses to acquire these rights that they could exploit across the globe.

How can indie authors exploit their sub-rights (ie foreign language translations, audio, film rights, serial rights, and merchandising)? They can either sell those rights themselves, or have an agent do it for them, or exploit these rights on their own, such as audio rights for independent artists and authors through ACX, Spoken Word Inc, and Open Book Audio. If the author controls the artwork for their covers or develops a series logo as a brand, they can control merchandising through service providers like Café Press, Zazzle, and DeviantArt. For foreign language rights, some independent authors have worked directly with translators, offering them nothing up front but with 20% of proceeds on the back end. If you’re not daring enough to go directly to the translators, there are ways for author right holders to be matched with publishers willing to acquire such rights through a site called PubMatch. (Pubmatch is free to join but when I input my profile, they asked for money to be paid annually since I was submitting books for consideration. I paid a nominal fee of 19.99 for a year and will see how things go.) The author would create a profile and either wait to be contacted on their offerings or be more proactive by searching the profiles of publishers listed on the site, similar to the way ACX (for audio) is set up.

2.) The Importance of Local POD Providers – There have been some out-of-the-box thinkers who see the value in “local” print on demand (POD) options as a means to get around the international obstacles of limited selling platforms. My reader in Australia could wait for Amazon KW to expand its reach into the country, or some entrepreneurial company (like a more nimble micro-publisher) could simply place an order at any local POD service providers in various countries to create a bigger marketplace. Could this lead to niche POD companies springing up to support a strengthening print sales demand across the world? Only time will tell.

3.) Print Book Resurgence – It wasn’t long ago that people were predicting the death of the print book, but quite the opposite has happened with stronger print sales being reported in 2015. Perhaps this is because publishers now have more control over pricing after the reintroduction of agency pricing through online retailers like Amazon. And with demand strong and the boutique model dominating digitals, larger publishers are optimizing their marketing strategies by attempting to manipulate their print prices up.

How? By offering fewer books for predominantly well-known authors with large readerships—books that are in demand—publishing houses can control how books are launched, pricing-wise. With ebooks priced nearly on parallel with print sales, publishers can create a value-related decision point for readers to evaluate whether they would rather own a print book versus a digital copy. At certain prices, readers will make the choice to own a print copy, even if they are paying slightly more. Would you pay an extra $2.00 to own a hard copy print book?

But it’s not all rosy for large houses, even with the glimmer of print sales being up. Overall, traditional publishers are offering fewer books to the reading public—focusing on big name authors—so they must squeeze profitability out where they can. They won the right to control their pricing through online retail giant Amazon, but Amazon is quietly expanding their reach as a service provider and/or a publisher, working with indie authors and micro-publishers with revenue from all sources. We live in interesting times.

4.) The Rise of Alternatives to Traditional PublishersAuthorEarnings.Com reports that in 2015, nearly half of all ebooks sold on Amazon (the most influential digital retailer) are either self-published, published by micro-publishers, or are generated through an Amazon Imprint. Here’s their ebook breakdown by publisher type:

Big Five Published 33%
• Indie Published 34%
• Micro-Publishers 19%
• Amazon Imprint 10%
• Misc 4%

So this is what I mean about Amazon making money off the competition of traditional houses. As a service provider, and an imprint, Amazon doesn’t have to be in direct competition with traditional houses as their only source of revenue.

5.) The Retail Gorilla – According to AuthorEarnings.Com – the overall market share of US ebook unit sales is dominated by Amazon at 74% with the balance held by other online retailers: GooglePlay, Kobo, Nook, Apple, and miscellaneous others. So if you’re an indie author with a limited budget, where would you spend your ad dollars?

For Discussion:

1.) Have you noticed any interesting trends in the publishing industry that has affected how you do business as an author?

2.) Whether you’re a traditionally published author, independent author, or a hybrid author with feet in both camps, have you been rethinking the value of sub-rights?

Writers as Casualties of Commerce


Since 2009 or so, the so-called midlist at traditional publishing houses has dried up faster than a mud patch in the Serengeti. The bleached bones of writers who did not earn out are scattered around in random configuration. On the parched ground near a scorched femur can be seen a message scratched in the dirt, a last call from a thirsty scribe: Help! My numbers suck!

I’ve heard from many friends and colleagues about traditionally published writers––some who have had relationships with a house for a decade or more––seeing their advances drop to record lows, or not being offered another contract at all.
And then what? What happens to these foundering careers?
Two writers give us answers. The first is Eileen Goudge, a New York Times bestselling author. She had a soaring career in the 1990s, and even a power marriage to super agent Al

Zuckerman. That’s how I became aware of her. Zuckerman wrote a good book on writing blockbusters where he recommended reading Goudge’s Garden of Lies. I did and loved it, and read another of hers a bit later on.

So I was gobsmacked last month when I read a post by Goudgeabout her travails as a casualty of commerce. She describes what happened to her and many other writers this way:
I know from my husband, the aviation geek, that when a plane goes into what’s called a death spiral, as it reaches a certain altitude and succumbs to the pull of gravity, it can’t pull out. The same holds true for authors: fewer orders results in smaller print runs, a smaller marketing budget and lackluster sales, then a smaller advance for your next title, and the vicious cycle continues. In short, you’ve entered the “death spiral.”
The cold, hard truth is this: If the sales figures for your last title weren’t impressive enough to get booksellers to order your next title in sufficient quantities to make an impact, you’re basically screwed. It doesn’t matter if your previous titles sold a combined six million copies worldwide. You’re only as good as your last sell-through.
What’s even more dispiriting is that you’re perceived as a “failure” by publishers when your sales haven’t dropped but aren’t growing. You become a flat line on a graph. The publisher loses interest and drops the ball, then your sales really do tank. Worse, your poor performance, or “track” as it’s known, is like toilet paper stuck to your shoe, following you wherever you go in trying to get a deal with another publisher.
Goudge details some of the things that happened to her, personal and corporate. One of them is fairly common: a key executive or editor who is your champion leaves or gets laid off or moves to another company. You become an “orphan” at the house and your books don’t get the attention they used to.
All these things were “crushing” to Goudge. She says she felt like Charlie Brown trying to kick the football. Every time she got close to something good the ball would be snatched away.
A writer friend of hers told Goudge she should go indie. She resisted at first, but the friend simply asked, “What’s the alternative?”
So Eileen Goudge jumped into the indie waters, more than a bit nervous about it. But then discovered something wonderful:
My creative wellspring that’d been drying up, due to all the discouragement I’d received over the past few years, was suddenly gushing. An idea for a mystery series, something I’d long dreamed of writing, came to me during a walk on the beach in my hometown of Santa Cruz, California, where I lived before I moved to New York City. Why not set my mystery series in a fictional town resembling Santa Cruz? … I immediately got to work. I was on fire!
Goudge is pro enough, and has seen enough, to know that nothing is rock-solid certain in a writing career. But she concludes:
Was it worth it? Only time will tell. Meanwhile there it is, beating in my breast: that feathered thing called hope. Something I thought I’d lost, regained. Something to celebrate.
Hope. I like that. Worth celebrating indeed.
Another casualty of commerce is a friend of mine, Lisa Samson. I’ve known Lisa for fifteen years. She is one of the

most naturally gifted writers I’ve ever met. She’s won numerous awards. She has the respect of critics and a loyal following of fans.

But last month, on or about the same day as Goudge’s post, Lisa posted to her Facebook page:
Dear Friends,
All good things must come to an end, the saying goes. I, however, like to think that all good things continue to evolve. For twenty-two years I have been writing for the inspirational (read: evangelical Christian) market, and it has been an honor and a privilege. True, with the artistic strictures and the increasing necessity for a platform, it has had its share of frustrations for a novelist who simply wants to explore an artform, but sharing stories and getting to know readers as friends, hearing how these words have been used to encourage, inspire, affirm, and even challenge, has been a thrill….
Lisa talks about the changes in the publishing world, how authors are now expected by their houses to do most of the marketing themselves. And then there is the cold, hard economic part:
I was recently offered a contract that was insufficient for me to support my family. A real step down from the previous one. And that is all I will say about that matter. It wasn’t personal, I realize, but it was severely disappointing to have worked faithfully for two decades only to have your work go down in value to that point. I wish money didn’t matter, but it has to, and that saddens me. I’m still intensely grateful for the time I spent writing for that house and the people there who are, quite simply, wonderful. But traditional publishing is a business and I’m no good for the bottom line no matter how much I’m personally loved, and good feelings don’t keep the lights on over here at my house.
Lisa admits to discouragement (as any writer at this point would), but she has a response. She has enrolled in a massage therapy program with the aim of bringing relief to cancer, hospice, and Alzheimer’s patients.
In other words, there is life away from writing. There are other ways to serve in the world. That’s a crucial lesson for all writers to learn. Heck, for any professional.
Will Lisa write again? She isn’t completely closing the door, and my prediction is yes. She’s too good and has too much inside her not to share more stories. But she’s not brooding over it. She is too busy giving of herself to others.
Thus it turns out these two writers are not really “casualties” at all. They are strong and resilient and have chosen brave paths.
So can you. When discouragement hits, as it will, know that you are not alone and that life still offers you options.
Grab one, and go for it.
Have you had a similar experience with discouragement in this crazy writing business? How did you handle it?

Toward a Fair Non-Compete Clause

 

Recently, a friend sent me the text of a non-compete clause to have a look at. It was from the contract of a New York publishing company. My gob, as they say, was smacked. If there was a contest for the most one-sided non-compete clause ever, this would take the crown.

I say this in love. Truly. I love traditional publishing and want it to survive. But contracts that contain clauses like this one are not going to aid the old cause.

Due to confidentiality I am not at liberty to reproduce the text verbatim, but I can give you the gist:

The clause prohibits the author from publishing “material” that is “similar” to the Work. So what if your crime novel is coming out from Publisher, and you want to self-publish a mystery short story? Or sell it to Alfred Hitchcock’s Mystery Magazine?

Too bad. Because a short story is “material.” And a mystery usually has a crime in it, so it’s “similar.”

Or suppose you’ve had the foresight to reserve audio rights. You have a mellifluous voice, and spend twenty hours recording the audio version of your book for ACX, Amazon’s platform for indie audio works.

No go, because the clause in question prohibits the author from “exploiting” any reserved rights that may “conflict” with sale of the book. And who gets to decide if there is such a conflict? Not you.

And there isn’t even language in the clause suggesting the author might seek the “prior written consent” of Publisher! Message: Don’t even ask, dude.

Further, how long do all these restrictions last? There is no time limit (though the overall agreement is for “life of copyright.”) Which leads me to believe that the wet-behind-the-ears law grad who drafted this needs to be flogged with a hardcover copy of Calamari and Perillo on Contracts. This clause is clearly unenforceable without a time limit. Courts will not allow a company to tie up someone’s economic future ad infinitum.

But the burden of challenging the clause is, of course, on the author. Or, should the author go ahead and publish a work the publisher deems to be “competing,” the publisher may task some associate at their retained law firm to put down his coffee and make life difficult for the author.

Who is going to be the big dog in that fight? Let’s compare the status of our respective parties:

Publisher = deep pockets.

Author = pockets with holes.

Now, before I move on, let me emphasize that the traditional publisher absolutely deserves to have a fair non-compete clause in the contract. Here’s why.

The publisher takes a risk with an author, puts up capital (in the form of advance and production costs) with the hope of return. A significant part of the return is from bookstores (remember those?) Bookstores do not want to stock competing titles from the same author during the same season.

Thus, the standard non-compete was to keep John Grisham from publishing The Firm with one publisher and The Pelican Briefwith another, and having them both come out at the same time. The books would “cannibalize” each other, so the saying goes. One, or more likely both, publishers would be harmed by this.

Here’s another reason publishers need the clause. Suppose Publisher is coming out with your debut thriller, and pricing it as a $14.99 trade paperback, and a $9.99 ebook. But, at the same time, you bring out a self-published thriller and price it at $3.99 in digital and the same $14.99 in POD. And then you unleash your social media marketing efforts to emphasize the book that’s brining you more money per unit (i.e., your self-pubbed effort).

That’s not cricket. You are hurting Publisher’s investment in you. That’s why the non-compete clause exists.

But by now that clause should have morphed into something more equitable than the specimen I reviewed. Publishers have to realize that the times are not a-changin’––they’re a-changed. Permanently. They should not play hardball with contracts as if it’s still 1995.

Authors (and agents) should not accede to a “standard” non-compete clause. One like this should be a deal breaker.

Here’s an idea: negotiate!

So what isa fair non-compete clause? Very simple: a time-limited clause that specifically defines the type of material covered. For example:

For one year from the date of publication of the Work, Author will not publish or authorize to be published, in either print or digital media, any work greater than thirty-thousand words in the thriller, mystery or crime genres.

This leaves open the publishing of short-form work which, I might add, the publisher should encourage. This is how the writer attracts more readers, many of whom will then seek out the author’s trad-published books. It’s a classic win-win.

In this era of suspicion, vituperation and even paranoia, here is a way for publishers and authors to actually do what is in their mutual interest.

Imagine that.