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Publishing Tips

Understanding the Paths to Publishing

All authors need to understand the various paths to publishing so they can make the best decision for them (and not spend their life savings on publishing through a vanity press that promises the world and ends up paying $2 in royalties).
If you decide to pursue a big-name traditional publisher, then you will probably need a literary agent. If you’re writing for the Christian market, you’ll want a Christian agent:
You might get a offered contract with a small traditional publisher. It appealing, but is it a good idea?

Writing Scams

There are a lot of scams in the writing world. What should writers pay for, and what should they be wary of?

Self-Publishing

If you decide to self-publish, then you are responsible for the entire publishing process:

Book Cover Design

You’ll need a book cover. Here are my design tips: Book Cover Design

Front and Back Matter

If you choose to self-publish, then you’ll need to include certain information in the front and back of your books: your front and back matter:

Copyright

As content creators, we need to understand the basics of copyright. This series of posts includes basic information about copyright so we can ensure we’re not infringing on someone else’s copyright:

Formatting

Vellum

Vellum is downloadable Mac-only software that makes it easy to format ebooks and paperbacks. People who use it swear by it (and as a reader I can confirm it produces beautiful ebooks). Kristine Kathryn Rusch recommends the print copies as well, saying Vellum is fast and easy, and produces quality books.

Joel Friedlander’s Book Templates

Joel’s book design templates* make it easy to format a professional ebook or paperback in Word or InDesign.

Draft2Digital

Draft2Digital* provides free ebook formatting, as well as distribution to Amazon and all major online retailers. They also offer printing services.

Scrivener

Scrivener users swear by Scrivener for formatting ebooks. I’m not yet a Scrivener convert, so don’t have an opinion. But if you use Scrivener, it’s worth checking out their formatting options before paying for something else.

*Note: these are affiliate links, which means I earn a small commission if you click my link and make a purchase. This doesn’t cost you anything.
Copyright: Image by StockUnlimited

Dear Editor | Why Should I Publish with a Traditional Publisher?

I was recently cruising one of the Facebook writing groups when an interesting question came up:

Why should I publish with a small traditional publisher?

I’ve partly covered this before, in Dear Editor | Should I Publish with a Small Press? But one group member made some good points about what a good traditional publisher will do:

  • Pay an advance to the author.
  • Employ editors with a track history of acquiring and publishing bestselling titles.
  • Employ competent line editors, copyeditors, and proofreaders.
  • Employ cover designers and formatters with experience publishing bestselling titles.
  • Employ an in-house sales team directly selling to thousands of booksellers through dozens of national and international channels.

If the traditional publisher doesn’t do most or all of these things, then what is the benefit to the author? The author grants the publisher the exclusive right to publish and distribute their book in exchange for the publisher taking most of any future profit, and paying lower royalty rates than the author could earn from self-publishing.

Ironically, said group member manages a vanity press which does not pay advances or employ editors, and distributes books though IngramSpark and Baker & Taylor. Pot, meet kettle.

Having said that, I agree with the comments.

I have a list of over 170 publishers of Christian fiction. There are a small number who meet all the criteria of a traditional publisher: they have a team of editors and designers who have worked on bestselling and award-winning books, and they have an extensive sales team actively selling books into retail chains.

Major traditional publishers pay advances, and royalties (if the book earns out the advance). Typical royalties are 15% of the net price (i.e. the price the publisher was paid) per paper book sale, and a little more for ebooks.

But these publishers don’t take submissions directly from authors.

They choose to work exclusively with a small number of literary agents specialising in the Christian market. Getting a literary agent is hard, and getting one of the limited number of publishing spots with a major traditional publisher is even harder.

My list also has a large number of small traditional publishers.

A couple of these are owned by authors who have been published by one or more of the major traditional publishers, and the quality of the books they publish reflects this professionalism. They are well edited and have covers that look like covers from the major traditional publishers.

Small traditional publishers don’t usually pay advances but do pay above-market royalties (I’ve heard figures of 25% of net on paper sales, and 50% on ebook sales).

The rest of the small publishers on my list mean well, but their books are substandard.

The writing and editing isn’t great (I’ve read better first drafts). Their covers are not consistent with current genre trends. As a result, the books rarely reach any significant level of sales.

What these small publishers don’t have is the sales channels. They don’t have national-level relationships with Barnes & Noble or Walmart or Target … or even Amazon. They might have relationships with the owners of local bookstores (Christian or not), but that relationship will sell tens of books, not hundreds or thousands.

Their main distribution platform is going to be Amazon and the other ebook stores, and IngramSpark (for getting paper books stocked at Barnes & Noble online). They’ll also get listings in the online catalogues.

And that’s exactly the same distribution as a self-published author can get for themselves for the price of the IngramSpark upload fee (i.e. around $50, and free for members of the Alliance of Independent Authors).

Coincidentally, that’s exactly the same distribution as many of the “self-publishing” companies offer … except they charge hundreds or thousands of dollars for the privilege.

(Read more about vanity publishing here.)

And that’s why I believe authors have two choices:

1. Get their writing and platform to a standard where they can attract the attention of a top literary agent who has solid relationships with the major traditional publishers.

(Read more about how to find a Christian literary agent here.)

2. Self-publish.

And when I say “self-publish” I don’t mean spending hundreds or thousands of dollars with a “self-publishing company” (or hybrid publisher, or partnership publisher, or any of the dozens of other names I’ve seen them call themselves). Unfortunately, these type of companies make up the majority of the publishers on my list.

When I say “self-publish”, this is what I mean:

  • Write the book.
  • Work with critique partners to refine the plot and character arcs (or hire me for a manuscript assessment).
  • Work with beta readers to further revise and refine the story.
  • Work with an editor to polish the story. You might need a couple of editors e.g. a developmental editor and a copyeditor.
  • Find a cover designer with a proven track record in your genre,
  • Format your book for publication (e.g. buy Vellum or format free through Draft2Digital).
  • Create accounts on the major online bookstores and upload their book for sale (free everywhere except IngramSpark, which is around $50 unless you have a discount code).
  • Register copyright with the US Copyright Office ($35).

In return, self-published authors get royalties of 70% for (most) ebooks priced between $2.99 and $9.99, and 35% on other ebook sales. Royalties on paper books will depend on the cost of production and the sales price. However, the author doesn’t pay anything up front and isn’t required to purchase any copies (although they can purchase at a discount).

Authors also need to create an author platform, but every author needs that—the major traditional publishers are unlikely to consider an author who doesn’t at least have a professional-looking website and social media profiles.

(As an aside, I recently had the owner of a small press (not one of the good ones) challenge me as to why I didn’t “recommend” her publisher. My answer is that I don’t recommend any product or service I haven’t got personal experience with – which means I don’t recommend any publisher.)

So why should I publish with a small traditional publisher?

The one reason I can think of for first-time authors to publish with a small press is that traditionally publishing through a small press grants them the right to enter some writing contests—some contests for published books require that self-published authors show evidence of $2,000 or $4,000 in sales before they can enter. However, I’ve judged some of these contests and can assure you that being “traditionally published” is no guarantee of quality.

Otherwise, I recommend authors do their homework and carefully consider their publishing options.

Are you published with a small press? What was your rationale for that decision?

Vanity Publishing

Paths to Publishing 4 | Vanity Publishing

Over the last three weeks we’ve looked at trade publishing, publishing through a small press, and self-publishing. Any of those can be good options for authors, depending on your genre, writing, and aspirations.

Today we’re looking at a path to publishing that is rarely a good option for the author: vanity publishing. That’s because vanity publishing goes against publishing’s most important maxim:

Money flows from the publisher to the author

If money is flowing from the author to the publisher, that’s commonly referred to as vanity publishing.

Money flows from the publisher to the author. If money is flowing from the author to the publisher, that’s commonly referred to as vanity publishing. Avoid vanity publishing. #PubTip #WritersLife Click To Tweet

And that’s one of the first ways you can tell whether a publisher is a vanity press: they claim they are not. Instead, they say they are a co-operative publisher, a partner publisher, a subsidy publisher, a hybrid publisher, a self-publisher or even a traditional royalty-paying publisher. Vanity publishers are experts at appropriating the language of legitimate publishing in order to squeeze money from the uninformed.

The key way to distinguish a genuine publisher from a vanity press is to consider how the publisher makes money.

A trade publisher (large, small or micropress) or a self-published author make their money the same way: by selling books to readers.

A vanity publisher makes money differently: by charging authors.

The most common vanity publishing business model is pay-to-publish—selling publishing packages to authors.

Pay to Publish

Packages vary in cost and quality, but start at $999 and go up into the thousands. Packages don’t routinely include editing, even when it is obviously needed. The author is encouraged to pay extra for marketing opportunities, which can be anything from blog tour to expensive print advertising at roughly the price of a new car (often double the price of advertising directly through the newspaper or magazine).

Purchase Requirement

The other common vanity publishing model is the purchase requirement—publishing “free” but requiring authors to purchase a minimum of 1,000 copies of the published book (an estimated minimum cost of $10,000). This more than covers the publisher’s production costs, but leaves the author with hundreds of paperbacks and no way of selling them.

It would be nice to think that publishers operating in the Christian market would be better than this, that they would be honest, truthful, looking out for the best interests of everyone … you know, Christian. But there are many vanity presses specifically targeting the Christian market, perhaps because Christians tend to trust other people who say they are Christians.

If you don’t believe me, check out Tate Publishing.

You won’t be able to see their website (or the websites they built for the 2,200+ authors who’ve laid charges against them). That’s because the founder and CEO of Tate Publishing—who marketed themselves as a Christian publisher—have been convicted of:

“charges including 44 counts involving embezzlement, attempted extortion, extortion, conspiracy and racketeering.”

Author Services

Some publishers offer author services, and it can be difficult at first to tell whether it is a vanity publisher, or a printer specialising in book printing who has expanded their services into areas like cover design, editing, ebook creation, and distribution. This is especially the case when the publisher offers both traditional publishing and services for authors intending to self-publish.

An author services company may offer some or all of the following services:

  • Developmental editing
  • Line editing
  • Copyediting
  • Proofreading
  • Cover design
  • Interior design
  • Interior formatting
  • Ebook coversion
  • Printing

An author services company may also be able to assist with uploading electronic ebook files to online retail sites such as Amazon and iBooks, and with uploading the files for the paper books to sites such as Amazon KDP and IngramSpark.

Some of these providers are specialists serving the author community, companies like printers or distributors. But some are not. Some are offering overpriced services. Some aren’t delivering on the services they offer. Some are offering useless services, like pitching to a Hollywood agent.

Above all, services should represent good value for money—and that’s my worry with  author services providers. Authors can almost always find better value services from freelancers who have less overhead to cover. Then the author is self-publishing, which we discussed last week.

As Christians, we are called to be wise stewards of our time, talents and resources.

That means understanding the different publishing models, and not getting caught in the snare of a vanity press. It’s not good business, and it’s not good stewardship. Instead, learn the basics of self-publishing and ask for (or pay for) help when required.

Do you understand the different paths to publishing? This week I'm discussing vanity publishing and author services: when authors pay to publish #PubTips #WritersLife Click To Tweet

This is the final article in this series. If you’d like to know more about any of the topics raised over the last four weeks, please leave a comment below.

Self-Publishing

Paths to Publishing 3 | Self-Publishing

By Iola Goulton @iolagoulton

Over the last two weeks, we’ve looked at two paths to publishing: working with an agent to attract a major trade publisher, and publishing through a small press or micropress.

This week we are looking at the third option: self-publishing.

Paths to Publishing 3 - Self-Publishing | Self-publishing has soared in popularity since the release of the Amazon Kindle and competing ereaders. #PubTips #WritersLife Click To Tweet

These, along with affordable print-on-demand (POD) services mean no author needs to get stuck with hundreds of copies of unsold paperbacks.

Unfortunately, it also means anyone who can type and open an email account can publish on Amazon, which has led to the “tsunami of carp” (at least, that’s what was called on the old Amazon discussion forums. They had strict guidelines around language).

Self-publishing is also referred to as indie publishing, a reference to the indie film industry. As indie film-making is making and distributing a film independently of the major film studios, indie publishing is publishing and distributing a book independently of the trade publishers.

However, self-publishing is also somewhat of a misnomer, as it implies the writer is publishing alone.

This isn’t true: there are many tasks which have to be completed in order to publish a book, and the savvy self-publishing author knows they will need to outsource some of those tasks.

The main tasks which need outsourcing are:

Developmental Editing

Someone (who isn’t related to you) needs to go through your manuscript and suggest how it can be improved. This can be a critique partner or beta-reader (in which case they help for free on the understanding you will return the favour) or a developmental or structural editor.

Editing and Proofreading

Even the best editor can’t proofread their own work. We read the words we intended to write … which might not be the words which actually ended up on the screen. We need one (or more) editors as part of our publishing team.

Cover design

This is best outsourced unless you are a trained graphic designer with experience in book cover design.

Other Tasks

Then there is a range of tasks which a savvy author can learn to do themselves, or can outsource as time and money permit.

These include:

  • Interior formatting
  • Uploading the final version to distributors for printing and epublishing
  • Claiming online author profiles
  • Website development and maintenance
  • Email list development and maintenance
  • Organising advertising and sales promotions
  • Writing newsletters
  • Social media management
  • Organising book reviewers
  • Ensuring books are categorised correctly in online stores
  • Organising blog tours
  • Writing guest blog posts

And the list goes on …

The essence of self-publishing isn’t that the author does everything themselves, but that they are in control of the process and contract out those parts of the process they can’t do themselves (like editing) or that could be done better by a professional (e.g. cover design). Some contract tasks like social media updates or website maintenance out to a virtual assistant.

Those who choose to self-publish will be responsible for everything.

You will either have to do it yourself, or pay (or bribe or beg) someone else to do it for you. This involves a lot of decisions, and you would be wise to get advice from someone who has been through the process before (and recently – things can change very quickly, particularly when it comes to e-books).

Hybrid Authors

Some authors are known as hybrid authors: they have some self-published some books, and have others published trade publishers. Author Earnings reports suggest hybrid authors have the best of both worlds: they have the advantage of having books in physical bookstores which helps develop a reader base. They have some marketing support from the trade publisher, and while this is specifically for their trade-published titles, it will build name recognition, which will carry over into their indie titles.

Self-publishing doesn't mean doing everything yourself, but it does mean managing the process yourself. | Paths to Publishing - Self-Publishing #WritersLife #PubTips Click To Tweet

Next week we’ll look at the final option around publishing: using external author services to publish.

It sounds like a great idea, but there can be a real sting in the tail for the unwary.

Dear Editor: Should I Publish With a Small Press?

Dear Editor | Should I Publish with a Small Press?

This post was prompted by a question from an unpublished author who follows me on social media and subscribes to my newsletter. She participated in a Twitter pitch session, and an editor from a small press expressed an interest in her manuscript.

The author had two main questions:

  1. Did I know anything about the small press?
  2. Would publishing with a small press hinder her chances of winning a publishing contract from a bigger press in the future?

This author shows good judgement: she using her contacts to determine whether this is a good opportunity for her to pursue before going further.

This means she isn’t going to end up like another author I saw, celebrating the fact she’d just signed a contract with Westbow Press, who advertise themselves as an imprint of Thomas Nelson … and hide the fact they are a pay-to-publish press with all services provided by the notorious Author Solutions.

Do You Have An Agent?

My first question to this pre-published author was to ask if she has an agent. She didn’t, which is what I expected. After all, this is the kind of conversation I’d expect an author would have with their agent.

[Click here to read my post on how to find a Christian literary agent.]

An agent would be the best person to talk to regarding whether publishing with this small press would help or hurt your chances of getting picked up by a larger press in future. In this case, the small press’s author list shows several authors who have been published by larger publishers, but I think most of them have gone from the big publisher to the small publisher, not the other way around.

As a guide, large publishers don’t take direct submissions from authors, but prefer to work with recognised literary agents.

On the other hand, most small presses do accept submissions directly from authors. Some prefer to work directly with authors, while others will also accept submissions from agents. Some small presses only accept submissions from agents. Others prefer authors who have previously been published with one of the major CBA publishers.

If you don’t have an agent, then it might be easier to get one with a publishing contract in hand. If so, find an agent who believes you have a shot at some of the bigger publishers.

Before publishing with a small press, you do have to look at the quality of books they produce. There are good small presses, and bad small presses. Publishing with a bad small press might make it harder to find an agent, and harder to publish with a bigger publisher than it would

How do you tell a good small press from a less-good small press?

Editing

What is the standard of writing and editing? Have any of their books finalled or won any of the major industry awards? In Christian fiction, this means the Christy Award and the Carol Award, not Readers Favourite or any “award” that has as many entrants as winners.

And is the standard of writing and editing consistent across different authors? Some small press authors use freelance editors before submitting their work, which suggests the author is using the publisher for their distribution and marketing capability rather than their editing capability.

Distribution

I’m not in the US so don’t visit US bookstores. My understanding is that most small presses focus on Kindle and online sales. They are you’re unlikely to see their titles in a store (having said that, a local store may well stock small press books by local authors, if there is an interest in that). If your dream is to see your books on the shelf at Barnes & Noble or Walmart, then publishing with a small press isn’t likely to make that happen.

Marketing

All authors have to do a lot of their own marketing. Authors have to create and maintain an author platform, and communicate with their fans through their website, social media, and newsletters.

Debut authors from traditional presses can expect help with marketing:

  • Submitting their books to relevant high profile print reviewers.
  • Advertisements in the catalogues which are sent to libraries and bookstores.
  • In-store promotion.
  • NetGalley listings to help them get those all-important consumer reviews.

But small press authors can’t expect anywhere near that level of support, which leaves them starting from almost nothing.

[If you need to get started with your author platform, click here to check out my Kick-Start Your Author Platform Marketing Challenge.]

Sales

Most small presses are cagey about the sales and earnings information they release. You can get a rough idea of sales by checking Amazon sales rankings—the lower the number, the better.

A publisher with books in the Top 100 of the relevant category or in the top 10,000 of the whole Kindle store is better than a publisher with titles languishing in the millions (or, worse, with no sales ranking, because that means the title hasn’t sold a single copy on Amazon).

But what about the alternative?

What about self-publishing?

What is the small press offering that an author couldn’t do by themselves if they chose to self-publish?

Authors can hire editors and cover designers and formatters. Authors can make books available for sale through Amazon and other online outlets (in ebook and paperback format). Authors can market their own books.

Signing with a small press means giving up control of your manuscript. You wont’ get to choose your editor or your cover designer. You might not even like your cover. Someone else will decide what stores your book is available in, at what price, and in what formats. Someone else will decide what categories your book is listed on at Amazon and other online stores. And you won’t have access to your sales data. You’ll get a royalty statement every month or (more likely) every six months.

That limits your ability to market your book.

Without real-time access to sales information, you have no idea whether your promotion efforts are working. Even monthly information isn’t good enough. You need to be able to see how an advertisement at site X impacts your sales vs. an advertisement at site Y. A self-published author has that information, so can make those decisions.

Conclusion

Big publisher, small press, or self-publishing? All are viable options, with advantages and disadvantages. But you are the only person who can decide on the right decision for you and your book.

What advice would you give to someone considering publishing with a small press?

Front Matter

Self-Publishing Your Book: Writing Your Front Matter

You’ve finished your book. You’ve outlined, written, revised, edited, edited, edited and proofread 20,000 or 50,000 or 80,000 or more words. Now it’s ready to publish, but there is still more to be written.

You need your front matter and back matter.

A published book is made up of three parts:

  • Front Matter
  • Body
  • Back Matter (also called End Matter)

Today we’re going to look at the front matter: what’s included before Chapter One. This week we’re going to look at the three must-haves of front matter, and two might-haves:

  • Endorsements
  • Title Page
  • Credits Page
  • Dedication
  • Table of Contents

Endorsements

Endorsements are short two to four line quotations aimed at encouraging the reader to buy the book. They may be from prestigious reviews (e.g. Publishers Weekly or Romantic Times), or from well-known authors in the genre. With trade-published books, these are often authors published by the same publisher. Some authors include comments from customer or fan reviews.

An endorsements page is optional. If included, it is usually the first one or two pages of the book, starting on the right-hand page.

Title Page

The title page is always a right-hand page in the front matter. It may be the first page in the book, or it may follow the endorsements.

Credits Page

The credits page or imprint page includes the legal information:

  • Title
  • Publisher name (address optional)
  • ISBN number/s
  • Copyright
  • Permissions
  • Other Credits
  • Disclaimer/s

The credits page is always a left-hand page. It may be opposite the title page, or opposite the dedication page.

ISBN Number/s

The ISBN Is the International Standard Book Number, which allows booksellers to order your book and know they have the correct edition. Different editions of the book will require a different ISBN e.g. paperback, hardcover, ebook. A reprint may use the same ISBN as the original edition, but a new or updated edition may require a new ISBN.

Books are not required to have an ISBN, but it is recommended if you wish to sell through online retailers. Note that Amazon has its own categorising system, the ASIN (Amazon Standard Identification Number). ISBNs are free in some countries (e.g. Canada and New Zealand), but must be purchase in others (e.g. Australia or the United States of America).

Copyright

The copyright information will include:

  • The text copyright (the author/s)
  • Cover copyright (the cover designer)
  • Image copyright (the photographer or stock image site)

The cover designer may or may not retain copyright over their work. This will be covered in your contract, and they should also advise you of their preferred wording e.g. whether they need to be acknowledged as the copyright holder (Cover design © Designer X) or credited (Cover by Designer X).

There should also be a statement to the effect that all rights are reserved, and that the book may not be copied or reproduced in any form without written permission. Many books make a specific exception for short quotations in reviews (a use which is permitted under copyright law in most jurisdictions).

The actual wording of this section may depend on where you live or where the book is published.

Permissions

Authors cannot quote the copyrighted work of another creator without permission. The Credits Page will therefore include the necessary permissions e.g.

  • Bible quotations: most versions of the Bible can be quoted subject to certain restrictions (e.g. less than 500 verses, and not a complete book). Check Bible Gateway for further details.
  • Song lyrics: song titles are not subject to copyright in most jurisdictions, but song lyrics are. Lyrics should not be reproduced without permission. The copyright holder will be able to provide their preferred/required wording.

Other Credits

The author or publisher may wish to credit the cover designer, editor, or typesetter/formatter.

Literary agents may be mentioned as well.

Disclaimer/s

A novel may include a statement that the characters and events depicted in the novel are fictional (assuming they are—some novels are based on real-life events), and any resemblance to actual people living or dead, or to events is coincidental and unintentional.

A historical novel that includes a mixture of real-life people and imaginative characters may include a statement to that effect.

Dedication

The dedication is usually a short one or two-line statement from the author. This is always on the right-hand page. It is often opposite the Credits page.

Table of Contents

Non-fiction books will have a table of contents as part of the front matter. This will usually include chapter numbers and chapter names. It may be broken down into parts, or chapters may have subheadings. The format of the table of contents will depend on what makes sense given the structure of the book.

Novels may or may not need a table of contents, and most don’t. However, Amazon requires Kindle books to have a Table of Contents in the front matter, even if it is as basic as Chapter One, Chapter Two (and most are that basic).

The table of contents starts on the right-hand page, and comes after the title page, credits page, and dedication.

Other Front Matter

There are other elements which may be included in the front matter or the back matter. We’ll discuss those next week … as well as the differences between front matter in paper books compared to ebooks.

Meanwhile, do you have any questions about front matter or end matter?

How Do I Find a Publisher?

Reader Question: How do I Find a Publisher? (#AuthorToolBoxBlogHop)

This blog post comes from a question I was asked on Twitter: could I help the writer find a publisher. It’s also part of the August #AuthorToolBoxBlogHop, hosted by Raimey Gallant.

Can I help you find a publisher?

No, I can’t. Not directly.

But I can provide you with some advice that might help. First, know your genre. Then understand the paths to publishing, and choose the best path for you.

Know Your Genre

No publisher publishes anything and everything. Small publishers specialise. Big publishers have dozens of imprints, each specialising in specific genres.

Harlequin Mills & Boon (HMB) are a great example. HMB publish romance novels under a range of branded imprints. HMB are also subsidiary of HarperCollins, one of the big five multinational publishers, who publish a huge range of romance and non-romance titles.

As an author, this means you have to know your genre so you can target the specific publishers and imprints who publish your genre. Don’t submit your post-apocalyptic thriller to Love Inspired (the HMB Christian romance line). Don’t submit your historical epic to a publisher that specialises in flash fiction.

Instead, do your research and find out which publishers represent your genre. These sources might help:

Know Your Path To Publishing

There are various paths to publishing, each of which I’ve covered in detail in previous blog posts. You can:

  • Publish through a major trade publisher
  • Publish through a small press
  • Self-publish
  • Vanity Publish

I’ll look at each of these:

Major Trade Publisher

(see Paths to Publishing | Trade Publishing for more information)

Major trade publishers are probably the publishers you’ve heard of. If you read books in your genre (and you should), they are books from these publishers. You’ll find their books in your local bookstore and at your local library. And you’ll find their books in your local supermarket or big-box store.

The problem with major trade publishers is that every aspiring author wants to be published by one of an ever-shrinking number of publishers. Almost none take submissions directly from authors—instead, you’ll need to be invited to submit, usually through a recognised literary agent (click here to read my post on finding a literary agent).

If you can’t get an agent, your other traditional publishing option is a small press.

Small Press

(see Paths to Publishing | Small Presses for more information)

You probably haven’t heard of many of the small presses, although the better ones will be represented in your local bookstore or library. Many accept submissions directly from authors (although some only accept submissions from recognised literary agents).

The main problem with small presses is that they are small, which means they can’t do everything well. They might be good at editing, but have mediocre cover design (or vice versa). They won’t have the distribution networks a bigger publisher has—you might find your novel in your local Christian bookstore, but you won’t find it at the supermarket or airport.

Some offer digital-only or digital-first contracts.

This means your book is only produced as an ebook, probably because the publisher can’t afford to invest in cheap offset printing without having a print distribution network (and perhaps can’t make a profit of the more expensive print-on-demand).

There is nothing necessarily wrong with the better small presses. But if you choose to publish with a small press, you need to make sure they are doing a better job than you could if you self-published.

Self-publishing

(see Paths to Publishing | Self-Publishing for more information)

Self-publishing means you wear multiple hats. As the author, you write and revise your book, and you have primary responsibility for marketing. (That’s the same no matter what path you take to publishing.)

You then have a role as a publisher, where you’re responsible for all the business aspects of publishing: finding one or more editors, getting your book edited, proofread and formatted. Finding a cover designer and agreeing a cover. Finding reviewers and influencers. Sending your book off to print (if you’ve decided you need a print run—many authors don’t). Converting your book into ebook format, and uploading to the various retailers.

Self-publishers still need partners to distribute their book. The most common distributors are:

For paper books:

These distributors list your book in their online catalogue, then print it when an order is received, and ship it directly to the purchaser. As the author, you receive the profit on each sale (i.e. purchase price less printing, handling, and distribution costs).

For ebooks:

There are two main formats of ebooks: epub, and mobi. All retailers except Amazon sell ebooks in epub format. Amazon uses mobi, their own proprietary format. Distributors such as Draft2Digital and Smashwords will sell books in a range of formats, as selected by the purchaser.

As an author, you receive the sale price less a distribution fee. This distribution fee varies from 35% to 70%, depending on the retailer and the sale price. For example, if you publish on Amazon Kindle, you keep 70% of the sale price on books priced between $2.99 and $9.99, and 35% for cheaper or more expensive books.

There are an increasing number of companies who advertise themselves as assisted self-publishers.

Some of these are legitimate companies providing quality services to authors (e.g. editing, cover design, formatting, or printing services). But many are vanity presses, charging a lot of money and not delivering a quality result.

Vanity Publishing

(see Paths to Publishing | Vanity Publishing and Author Services for more information)

This is not my recommended route. In fact, it’s one I recommend you avoid.

These publishers might tell you they are self-publishers (but they ask for money), or they might tell you they are traditional publishers (but they ask for money). They may call themselves a co-operative publisher, a hybrid publisher, a partnership publisher, a self-publisher, or even traditional royalty-paying publisher.

What they won’t call themselves is a vanity publisher. But that doesn’t change what they are. But you can learn to recognise them: vanity publishers ask for money.

Check out their website: are they trying to sell books to readers, or publishing packages to writers? A genuine publisher makes their money by selling books to readers. A vanity press makes money without ever selling a single book. They don’t usually offer editing, and their books are often overpriced relative to the market. The contract may well assure you that you earn 100% royalties, but 100% of no sales is nothing.

If you have any doubts, don’t sign.

To my Twitter questioner:

No, this doesn’t directly help you find a publisher. But I hope it helps you understand the publishing industry, and brings you a few steps closer to finding the right publisher for your book. It might just be you.

Are you a published author? Which path to publishing did you choose? What advice do you have for my Twitter questioner?

This post is part of the August #AuthorToolBoxBlogHop, hosted by Raimey Gallant. Click here to find other blogs participating in the Hop.

Review: The Fine Print of Self-Publishing by Mark Levine

The Fine Print of Self-Publishing should be required reading for anyone considering self-publishing, publishing through a small press, or publishing through a “traditional publisher” which requires the author to contribute to the publishing or marketing, or requires that they purchase books at “cost”. Seriously. Reading this book could save you thousands … if you remember a few things that he doesn’t mention. Like the number one rule of publishing:

Money flows from the publisher to the author.

Now we’ve finished the public service announcement, let’s get back to the review.

The author is the owner of a self-publishing firm, and the book is very much from that perspective. I’m not convinced by his explanation by of the difference between self-publishing and vanity publishing, but he defined what he meant, and that was sufficient to give the context for the rest of the book. I’m also not convinced by his underlying belief that authors need outside help in producing a professional product, that they are unable to do it themselves. I agree that everyone needs an external editor and/or proofreader, as no one can fully edit or proofread their own work, and people who aren’t trained graphic designers need to pay for a professional cover design. And an author may well decide to outsource tasks such as formatting.

But I don’t believe that a “self-publisher” is the best place to obtain all these services. I’ve read books from several of the self-publishers referenced in this book, and while the formatting in all of them was professional, the cover designs were of variable quality, as was the editing (one was, in my opinion, 150 pages longer than it needed to be, which priced the book out of the market).

What Levine didn’t do was give an author looking to self-publish any reason to outsource the publishing rather than do it themselves using freelance contractors. He points out that all the self-publishers he refers to (other than CreateSpace and Lulu) outsource the printing to Lightning Source. Yet a savvy self-publisher can deal directly with Lightning Source and avoid the printing markups which seem to be a major way these “self-publishers” make money.

This, for me, was one of the key strengths of  The Fine Print of Self-Publishing: a clear analysis of how “self-publishers” make money not just from being paid to produce the book, but from the ongoing sales. The author also takes readers through the real meaning of standard contract terms, including royalty calculations, and the relationship between printing markups on selling price—and how excessive printing markups produce a book that’s priced too high to sell. He also covers some of the “marketing” activities these organisations offer, with some idea of the relative cost and benefit of each.

One of the disadvantages of any book examining the current state of a market is that is can get outdated quickly. The Fine Print of Self-Publishing is no exception: one of the featured publishers (WinePress) has already gone out of business since the book was published three months ago (there’s probably a lesson in there about the reliability of some of these firms).

There are also a couple of areas where I would have liked to have seen more information, specifically with regard to one publisher mentioned in the book. While they don’t charge for publishing, they do require authors to contribute $4,000 towards marketing the book … but don’t say what that $4,000 buys. Personally, I’m not going to even look at spending that much without knowing exactly what I’m getting for the money. In fairness, the company wouldn’t disclose their contract without having a manuscript—something the author couldn’t exactly provide, given the nature of this book—so that’s not the author’s fault. But I’d really like to know what an author gets for that money …

The other thing Levine doesn’t cover are the firms who publish for free, but require authors to purchase a set number of their books. Based on the printing markup figures used in the book, the cost of 1,000 copies could easily exceed $10,000. These companies are, I believe, especially deceptive, as they often claim they aren’t self-publishers or vanity publishers, but traditional royalty-paying publishers (only they don’t pay royalties on the books the author buys, and what’s more “vanity” than requiring the author purchase 1,000 or more copies of their own book?).

Despite what looks here like a laundry list of complaints, I do believe any author considering self-publishing should buy and read this book. While the author never comes out and says “use Company X not Company Y”, the analysis makes it pretty clear who are the best options. It also provides a basis for the savvy author to calculate figures such as print markup for other companies not featured.

Buy the paperback and a new highlighter pen. You’ll need it.

Thanks to the author and StoryCartel for providing a free ebook for review.

Marketing 101: Price

This article is part four in my series on marketing, following posts on planning, product and place.

What is the right price for a book?

If you are accepted for publication by a trade publisher, then they will set the recommended retail price for your book. The actual retailer may discount that price, so you need to understand whether your contract pays royalties based on RRP, or actual selling price.

Looking at the Christian novels on my bookshelf, most are priced at $12.99 (all prices in this post are quoted in US dollars unless stated otherwise), with some priced at $11.99, $14.99 or (rarely) $15.99. Category romances are less expensive – Barbour 4-in-1 novella collections are $7.99, and Love Inspired are $5.99.

Now, obviously, I’m based in New Zealand, so the retail price I pay for books includes shipping from the US. Most full-price novels are NZD 24.99, NZD 27.99 or NZD 29.99, with some small-press books priced slightly higher than this—which means they might miss out on my purchasing dollar because I perceive a NZD 33.95 book as ‘too expensive’ – especially when I consider the price of e-books.

Ebooks

I own both a Kindle and a Kobo, so can purchase and read e-books from all the major online sellers. New release Christian fiction generally retails for $8.99 to $9.99 on Amazon – or less than half the price of the ‘dead tree book’ at my local Christian bookshop. Some authors have pre-launch sales where the book might be available for as little as $2.99—a bargain.

Older Christian books by established authors often cheap as well—$3.99 and $4.99 are common prices (and the author may be getting a bigger royalty from that than from the full-price dead tree version). Kindle evangelist Joe Konrath (who reportedly makes $50,000 each month from Kindle sales) believes that the ebook pricing sweet spot is just $2.99. At this price he makes $2.04 off each sale, compared to $2.50 off the sale of a trade-published $25 hardcover or $0.75 off a trade paperback. David Gaughran makes similar points, pointing out that different strategies will lead to different price points (e.g. maximising readers vs. maximising profit).

Why is this important? If choose to take the self-published route, you need to understand what the market price is, and what your strategy is. If you are considering publisher through a small trade publisher, make sure their retail prices are competitive with the market.

Self-publishing

As a self-published author, you need to understand you have to charge less than this. Why? Because these tight economic times mean readers have less to spend, so they are more likely to spend their money on a known author—who will pay $17.99 for a book from an unknown author, when you can buy a bestseller from a well-known Christian author for less?

This is where the economies of scale and marketing presence of the trade publishers can have a positive effect. I might not know who Carrie Turansky is, but I can see that The Governess of Highland Hall is published by WaterBrook Multnomah, who publish a lot of excellent Christian fiction. On that basis, I am prepared to spend money on a book by Carrie Turansky. But I probably wouldn’t spend money on an unknown author from an unknown publisher without having had the book or the author recommended to me. Which brings me nicely to the subject of the next post … Promotion.

Marketing 101: Place

Where do you sell your books?

Trade Published

If you are trade published, whether through a major or small publisher, the publisher will be responsible for distribution. They will ensure your book is listed with the main distributors so bookshops can order it on a low-risk sale-or-return basis. They will ensure Kindle and epub versions are available with the major online retailers (including Amazon, iTunes, Barnes & Noble).

It is their job to negotiate with book sellers (whether independent bookshops, book chains or general merchandise stores) to stock your book. They will work with the big online retailers (Apple, Barnes & Noble) to promote your book. This is the huge benefit of a traditional publishing contract with a major publisher: they will have established relationships with the major chains, which means your book is more likely to be made available in stores or be given prime positioning online.

Note that vanity publishers will tell you they distribute through Ingram, so any bookstore in the US can order your book. That’s true. But just because they can doesn’t mean they will. It usually means a shop will order your book if a customer specifically requests it, but only then, because the vanity publishers don’t necessarily offer books on a sale-or-return basis (as the major publishers do. This is one reason retailers are happy to purchase books from those publishers: because there is no financial risk).

Self-published

If you are self-published, you will be responsible for all distribution, include deciding where you would like your book will be sold, negotiating with retailers, and setting up accounts with online retailers.

If you’ve used a print-on-demand service such as CreateSpace, Lightning Source or Lulu, your POD printer will send the book to whoever ordered it. If you chose the cheaper per unit method of offset printing, then you will have upwards of 1,000 books sitting in your garage (or lounge!), and you will be responsible for fulfilling all orders.

If you also have an ebook (as you should) version, you will also need to arrange conversion of your book into the required formats. The general advice for self-publishers is to publish directly to Amazon, and to use Smashwords to distribute to other retailers (such as Barnes & Noble, Kobo, Apple, Sony, Google and Diesel, although you may want to submit to Apple separately). Of these, Amazon is probably the most important.

Why Amazon?

There are several reasons why most self-publishers choose to publish through Amazon:

Royalties

Amazon royalties are as high as (or higher than) any other ebook distributor and they are paid on a regular basis (although you do have to earn a minimum of $100 in royalties to be paid).

Customer Interface

Amazon is easier to browse and easier to search as a customer, which means customers spend more time there and buy more. The other online retailers have an inferior interface, and Kobo is particularly bad, even if you are searching for a specific author. When I used to shop at Kobo (in the days before you could buy a Kindle in New Zealand), I’d still using Amazon for searching, then would search on title and author for the book at Kobo. Even then, I’d only find it around half the time—which represents a lot of lost sales.

Amazon Associates

Amazon has an affiliate marketing programme that pays for referrals on paid books, including ebooks. This encourages book bloggers and websites to include Amazon affiliate links in their posts, to drive web traffic (and sales) to Amazon.

Customer Recommendations

The Amazon site and recommendations are designed to show the customer the books they are most likely to buy, regardless of publisher or price. Other sites (such as Barnes & Noble) are designed to show the books they want to sell—which are usually higher priced traditionally published books.

For a self-published author, this means Amazon is the one site that will promote your books for you, if you can show (through sales) that your book is something a segment of people will want to buy. Other sites will promote the books the publishers pay them to promote, or the books chosen by their merchandising teams (which are almost certainly trade-published titles).

Next week: Price