Tag Archives: Self-publishing

A while ago I did a couple of posts regarding the pros and cons of Self Publishing, with the intention of doing some more posts at some point. Well this is the next one. It’s on distribution and an area that is bugging me quite a lot at the moment and where I think there is quite a big gap in the market to help self published authors.

On the eBook side self publishers have quite a good choice for distribution. They can get their eBooks published via all the main eBook retailers through a variety of means – either going direct with Amazon, Kobo, Barnes & Noble or Apple or using distributors such as Smashwords and Lulu to do part of it for them. It seems that of the retailers only Amazon demands direct engagement from authors and won’t let a distributor take some of the pain of multiple platforms away – but then Amazon don’t want authors distributing their work via other retailers anyway. Going direct to retailers has its benefits, but self published authors have the choice usually of doing that or using a distributor for their work.

On the traditional publishing side it really depends on what arrangements have been made by your publisher. Some publishers have a difficult relationship with Amazon for a whole host of reasons. And I think some others – more small to medium sized – are still only just getting to grips with eBooks. I was surprised to find that some recent Science Fiction books that I was trying to buy recently from well known authors were not available as eBooks. So it’s possible that to go the traditional route may inhibit eBook distribution if the publisher has a tiff with someone like Amazon, or just is slow in getting its systems together – worth taking into account when selecting a publisher.

Print is not dead – still the majority of the market

This is still true and I think a major problem for the self-published author. The one clear advantage of being published by a traditional publisher is that your book will appear in print and will get some sort of decent distribution to bookshops, book wholesalers and to library suppliers. Maybe even into book cataloguers/book clubs and supermarkets if it is a bestseller. Even if the shelf life is short there will be some exposure and book shop customers can place orders for a book through a book shop and have that order fulfilled.

For a self published author to achieve the same level of distribution is difficult. To get the same face time as a publisher sales rep with book shop chain buyers who decide whether to buy copies of a book is impossible.

On the logistical distribution side it seems that the main options for self publisher are to purchase a more expensive package than the standard ones from Lulu or Createspace – you need something like the Extended Distribution from Createspace or to go with Ingrams’ Lightning Source service to even get in the major bibliographic databases, otherwise online sales via Amazon are probably the only means for customers to purchase print.

Opportunity?

For some bright spark there has to be an opportunity here. Either a start-up company or one of the book wholesalers perhaps could step in and offer enhanced sales and distribution for the self published author. They could produce a catalogue and actively sell these titles to bookshops. I think they would have to impose some sort of vetting process – the author would have to somehow justify why their book should get attention from the bookseller – previous eBook sales or direct online print sales history could play a major role here I think.

Interesting times and an area that’s still in development for self published authors.

Mark Lord’s Writing, Self-publishing

New Cover Art Style – Bird Talk and Bisclavret

August 15, 2012 Mark Leave a comment

I have instituted a new cover style for my self-published short stories with Bird Talk and Bisclavret being the first examples. The main purposes was to make the author name (sounds horribly egotistical!) more prominent and also of a consistent style. My decision to do this was influenced by Dean Wesley Smith’s post about how self-published authors shoot themselves in the foot by not acting like a proper publisher – one example he gave was by not having a consistent author brand on covers, so this is a change I decided to make.

Hope you like the results!

And for reference here are the old covers – similar style as each other, but to my mind not as effective:

Self-publishing

Self-publishing Pros and Cons – Revenue

July 18, 2012 Mark 6 Comments

I’m going to split this analysis into two sections and a conclusion. First I will look at the evidence for revenues from Traditional Publishing, and secondly from Self-Publishing. What I am trying to do is find an average figure. Of course if you are J. K. Rowling or one of the new breed of million selling self-published authors, the figures will be much higher. But what I’m trying to achieve is a comparison tool for a newbie writer who doesn’t know which path to choose. Don’t shoot me if you don’t like the answer, I’m just presenting the evidence as I see it!

The Evidence for Traditional Publishing Revenues

If you Google publisher or novel advances then you get quite a few different bits of evidence. But in summary these are my findings:

The Wall Street Journal claims that $15,000 is a mediocre advance, but also states that advances from Independent Publishers average between $1,000 to $5,000 advance.

About That Book Advance … is an essay in NY Times from 2009 suggests $30,000 as an average advance.

Author Advance Survey by Tobias Buckelll

Tobias Buckell surveyed 108 science fiction and fantasy writers back in 2005. There’s quite a bit of data available, but the main finding that I think is relevant for this post is that the median first novel advance was $5,000. This is probably enough information for this pros and cons comparison. He has done a more recent survey I think, but I can’t see the data from it on his blog – maybe not enough responses yet? But let’s go with his $5,000 figure.

Traditional Publisher Revenues – Conclusion

If we err on the side of caution then perhaps we can take Tobias’s figure of $5,000 per novel as a starting point. We should also remember that advances aren’t the only potential source of money. Hopefully of course one’s novel should outsell it’s advance and bring in further funds. There is also the potential sale of other rights – film/TV and foreign-language publishing rights. Again Tobias Buckell has some useful information on multiple income streams.

But let’s assume that we make as a minimum $5,000 per novel publishing via Traditional means.

Evidence for Self-Publishing Revenues

Despite the number of self-published authors blogging out there and talking about their sales figures, in a way getting an average for this is quite difficult. There are of course the success stories, like Joe Konrath and Amanda Hocking, but I can’t see their revenue stats as anything other than outliers, which is not what we want for this analysis.

So what evidence can we use? Well I decided to take some information from a well-known self-published author who doesn’t have mega-sales. I won’t name him, but he blogs quite a bit and seems to be well-known, so I would say that he would be a good example of a self-published author who has got his marketing right, seems to right popular books and knows what he is doing. But he hasn’t broken out yet to bestseller status. His figures in general seem to indicate sales of about $800/month, but this is across 4 titles. So looking at a whole year, he might be making $9,600. I’m not sure if one title makes up most of these sales, but the figure does seem to be similar to the survey mentioned below in the Guardian for average self-published revenue.

A survey posted on the Guardian website states that the average income of self-published authors was $6,375 in 2011. Half of those surveyed made less than $500. It’s interesting that those who were more successful were the ones who got more help – they engaged editorial services etc. So effectively employing the same services that a publisher would provide, but on a freelance basis. It is worth noting that most of these writers will have several titles on sale – the most successful ones planned to release 5 or more titles in the next year. So average revenue/book must be $1,000 I would guess?

Another piece of evidence I found was on Mike Cooper’s blog. This presents Amazon’s own figures that the average book makes less than $500. What’s the average book? Does this includes rafts of Public Domain stuff and short stories. Difficult to say. But it’s a stat so worth including in our evidence.

Self-Publishing Revenues – Conclusion

I think from the evidence I have read for self-published authors its all about volume – if you can churn out a lot of decent quality material then you can make an average of $6-10,000 per year. If you get successful then you could make a lot more.

Self-Publishing Revenues – Pros and Cons – A conclusion of sorts

The problem with statistics is that is difficult to compare between different sets of data. However, I think it is possible to draw some general conclusions from what I have presented above. Here they are:

Traditional Publishing can provide a better per title revenue with advances of around $5,000 vs average per title self-published title revenue of $1,000 (even for successful authors). And remember I am underestimating the traditionally published revenue stream by not taking into account any other sources of revenue other than an advance.
Self-published authors have to produce quite a lot of material – 4-5 books a year – to make what a traditionally published author could get from their first novel advances.
Self-published authors have to invest in editorial services to make their book more marketable. These costs for traditionally published authors will be covered by the publisher.
Self-published authors will find it harder to access sources of other revenue, such as foreign rights.

From this evidence I have to say that the traditionally published route looks more attractive. The problem though is getting your work signed up.