If you’ve done any financial investing – and if you’re planning to write for a living, I sincerely hope you have – you know one of the secrets to success is diversity. It’s common sense. One of the earliest bits of homespun wisdom we receive is don’t put all your eggs in one basket. Whether forming lunch room friendships or sending out college applications, we’re cautioned not to pin all our hopes for success on one single person, place, or thing.
So it is fascinating to watch so many authors falling headlong into the trap of exclusivity.
No matter if it’s working with one publisher or signing up for Amazon’s KDP Select program, many, many – maybe even most – authors seem strangely willing to trust their fortunes to someone else’s vision and diligence. For all we talk and blog about taking control of our careers and treating writing like a business, an awful lot of us seem peculiarly eager to have someone else – some one else – be in charge.
Part of that dependency is a holdover from traditional publishing. In the old days you signed on with a publisher and that was pretty much that, unless you were dropped, or your editor left, or you got a much, much better offer somewhere else. Of course, in those days most authors were only writing one or two – at most — books a year.
Part of the dependency is due to the fact that it’s just easier and simpler if we’re dealing with a smaller cast of characters. It’s certainly less complicated to keep track of the stylistic idiosyncrasies and personalities of one publishing house versus five. And there are practical reasons for building a solid backlist with one publisher; not least is the hope that our loyalty will be rewarded with good release slots and promotion dollars.
And the final part of that dependency is likely due to the writer temperament. When you consider what a writer does all day – dreaming and imagining and then trying to formulate those dreams and imaginings into stories others can understand and enjoy – well, it’s not surprising to hear that a lot of writers are more creative and emotional than they are shrewd business people. Submitting to another publisher – or any publisher — means taking the time to put together a proposal, it means risking rejection. Writers prefer to write. That’s one thing that has never changed and never will.
So if you’re happy with your publisher or with self-publishing, why do you have to have to worry about diversifying?
First, because things change. Think about how much publishing has changed in the last six years. If you weren’t publishing six years ago, that’s your answer right there. It’s also the reason you want to be careful about signing any lengthy contracts right now. Publishers come and go very quickly these days. Granted, Amazon isn’t going anywhere, and most of us are earning most of our income from Amazon, but both Apple and Amazon recently applied for patents to sell used books. That may be another game changer. The fact is, none of us know what the future of publishing looks like. The only thing we know for sure is that publishing is changing and will continue to change. You want – need — to have some options.
Secondly, when you’re first published – in fact, this will remain true for most authors in any genre for the majority of their career – you don’t have an author brand. You have a genre and you have your publisher’s brand. Even now, with Amazon dominating the digital market, a significant percentage of readers shop their favorite genre through their favorite publishers, even if they ultimately buy those titles through All Romance Ebooks or elsewhere. Think about the type of books Carina Press puts out versus Loose Id. I’m not saying one is better than the other, but from cover art to copyediting, both houses have their own distinct style. They have a readership, and that readership really likes the flavor of that particular publisher.
On the other hand, you have readers and reviewers who don’t like a particular publisher. Whether that bias is fair or right is beside the point. If you want to reach those potential readers and reviewers, you’ll do it by publishing with other houses. It stands to reason that the more exposure you can get, the more readers you’re likely to find. Being published by a variety of top notch publishers gives you credibility and visibility. The very act of being published by a good publisher is in itself promotion. Add to that the promo efforts of each publisher, even if minimal, and you can see why diversifying is to your advantage.
We all want and need more readers.
You might be thinking that it’s disloyal to write for somebody else after your publisher has been so good to you. Well, keep this in mind. You’re writing for yourself. Your publisher accepted your manuscript – and continues to accept your manuscripts — because your work is worth investing in. It’s a business arrangement, and should your work no longer sell, your publisher will be the first to remind you that it’s nothing personal, it’s simply business. The good news is, you build your personal brand by publishing widely and getting known for all that makes your work unique. Once you do establish your author brand, all your books sell better – and that’s good for all your publishers.
I’m not saying all your publishers will have the wisdom to see it this way. Even Amazon and Apple don’t have the wisdom to see it this way. Which brings us to reason three for diversifying – which is a mix of the practical and, well, the philosophical.
It’s no news that Amazon wants all the marbles in the publishing game. They give considerable incentives for publishing exclusively through the Kindle Select program (though data increasingly suggests that freebies and dirt cheap pricing no longer guarantee transitioning to regular priced purchases). And as they add new countries into their global distribution, they are limiting the seventy percent royalty to titles exclusive to Amazon.
Apple is just as bad (and with fewer author incentives) but in the case of Apple, it’s moot because no one else supports .ibooks format.
I’ve listened to authors on a number of publisher lists fretting about the fact that publisher site royalties are way, way down – and of course Amazon royalties when received through a publisher are much less than Amazon royalties when you publish direct, making it harder for our indie publishers to compete with the Zon either as retailers or publishers.
I’m not going to be hypocritical and pretend I’m not grateful for my Amazon royalties. The royalties off my backlist were what enabled me to afford last year’s sabbatical. But there’s a reason I’m preparing submissions to publishers right now rather than choosing to self-publish all my new work.
Partly it’s a relief once in a while to let someone else worry about cover art and formatting and distribution; partly it’s because continuing to work with good publishers gives me credibility and visibility; and partly it’s because I’m not comfortable having Amazon control my entire financial future. I don’t do Amazon Select. None of my titles are exclusive to Amazon. I do not believe the sales that I would lose by removing my titles from other platforms would be made up at Amazon.
Mainstream publishing got into trouble because of its stupidity and greed, and it became greedy and stupid because there were no other options for authors. There was no real competition. Everyone in mainstream publishing operated the same way. But then along came epublishing and Amazon, and the playing field was leveled. It’s an exciting time in publishing and it’s a lucrative time for authors. More authors are earning a living writing fiction than ever before. I would like it to stay a lucrative time, and I believe the most likely way that will happen is if Amazon continues to have strong and viable competition. Absolute power corrupts absolutely. It’s no different in publishing than anywhere else.
So, yes, my position is a philosophical one, but it’s also a practical one. In the long run, it’s in my best interests – as it is in yours — to do what I can to help keep competition alive and all my options open. Don’t succumb to the pressure to go exclusive. Diversify, diversify, diversify.
Josh Lanyon’s Contact Information
email: josh.lanyon@sbcglobal.net
Twitter: Twitter: @JoshLanyon
blog: http://joshlanyon.blogspot.
website: http://www.joshlanyon.com/
Thanks for bringing up this topic. I don’t think it tends to come up, probably because of the final part of that dependency, which is author temperament. Sort of a right brain hemisphere / left brain hemisphere conflict.
Also, as you pointed out, every publisher including Amazon has its own website, promotions, pricing — so readers can latch on to the one of their choice that is most convenient, and never leave.
The author that publishes through many different outlets may come to the attention of many different pockets of devoted readers. Maybe enough so to develop a following so that they will branch out to buy his books at any outlet.
That’s been my experience, Val. And even though sales are down at publisher’s websites, a lot of shopping lists are formulated on those book pages. They should not be discounted.
Thanks for commenting!
Excellent post! I’ve recently (as in this past weekend) stepped a toe into the self-publishing waters, not because I’m unhappy in any way with the publishers I’ve worked with in the past, or because I couldn’t get a submission accepted, but because I wanted to understand all my options and give indie-publishing a try.
I’ve put more time, effort, and money into my indie published novel than all of the others combined. While I love having complete creative control, this has definitely been more nerve-wracking than any other publishing undertaking to date. I love the finished product, but I am very much aware that it’s not going to make me a household name. It’s a gamble, and I have no idea if the pay-off will be worth it. And I am *still* wading my way through formatting and submissions to various vendors. I owe a lot of tech friends a lot of favors! So, yeah, the indie lifestyle may not be the one for me–but it’s a nice plan B.
Self-publishing is definitely more stressful. Or at least it’s stressful in different ways. Having no control is stressful too. It’s just a different kind of stress. I think we are increasingly a DIY culture. We like to take charge, control our destiny, know what’s happening behind the scenes. In that sense, I think self-publishing is a natural evolution.
Very good article Josh and it’s great to hear that you’re preparing submissions to publishers. As well as taking away the stress of having to think about cover art, distribution etc they will also give you deadlines to work to. There’s nothing like the pressure of an editor wanting your final manuscript because it’s in the Autumn 2013 catalogue and so they need it now. Presumably you’ll still self-publish some things like your short stories via Smashwords?
I’d definitely agree that many people buy their preferred type of book through their favourite publisher – it is similar with poetry although I don’t think anyone earns much of a living from poetry book sales.
I think it’ll be about a 70/30 mix. Mostly self-publishing with a few choice projects going to my favorite publishers. You’re right about the deadlines. 😉 Knowing other people are depending on me is somehow more galvanizing than my own haphazard prioritizing.
Thanks for commenting, Caroline.
I think, Josh, for some of us who’ve been around for a while, what appears to be steadfast devotion to a publisher is often a matter of settling for the best fit — although perhaps not the perfect fit. Over time we release fiction through a number of companies. Then, inevitably, we become disaffected with a certain percentage of those companies. Through a process of attrition, we find ourselves continually returning to the one or two publishers with whom we feel most in sync.
Keep in mind, too, that “mobility” is more difficult for low- and midlist authors. Not as many doors are open to them, and certainly not doors that are fronted by red carpets. An author who isn’t wildly popular, prolific, and/or profitable, and doesn’t have an agent, is much more likely to be grateful to a publisher that welcomes him or her — another source of loyalty.
For a host of reasons, I’ve pretty much pared my publisher choices down to three. Self-publishing? I’m dying to try it, but the cost and technical expertise involved intimidate the heck out of me . . . and I suspect I’m not alone.
I think honing your publisher list down to a handful of tried and trues is fine. What I see as a problem is when someone has their entire backlist with one publisher. That, as we saw several times last year, is dangerous. Even if you’ve been with that publisher for years, I still think it’s smart to make sure you’ve got a couple of things placed elsewhere — and to periodically try new publishers.
It’s good to push yourself a little, take a chance.
What’s the worst that can happen? You’re rejected. If that happens, you pitch the project to your usual publishers.
Josh
When I first saw this article I thought of a number of comments and now they are all gone into the wind. 😆 For what it’s worth I think that in any business, and writing is a business as you indicated, authors can’t remain in their comfortable little world writing the same stories over and over again for the same publisher if they want to expand their readership. If they want to stay in their current niche, of course they could continue to write the same stories just changing the names of their characters, as some readers don’t like change, just like some readers much prefer to go to the same publisher they have been buying from for a decade.
However, the world has changed in the past decade and we live in a global marketplace, so diversification is the name of the game. Reader tastes have exploded and many of us are looking for something new and different, including offerings from different sources and different types of characters such as diverse protagonists (older, ethnically diverse, physically challenged, different religions than christian religion, or no religion at all, and on and on because there are different people in our new global world). We read books using different mediums that didn’t exist 10 years ago – tablets, smart phones etc. .and communicate differently using social media. It makes sense therefore for authors not to stay in their comfort zones with their present publisher because that gets addictive and eventually the world has passed them by and they have no options if their current publisher decides that the product they are offering is no longer current. They only have to look at the revolution in the N.Y print houses a few years when everything came crashing down.
Writing for yourself, as in self publishing, has many pros but lots of cons as well. I wrote a post last September about self publishing (which I still haven’t posted), regarding whether it was a good thing. Of course now I’ll be revising that post based on what has happened in the publishing industry since then. The fact remains that without options writers may find themselves left out in the cold. Like any profession, change is inevitable and it’s much better to be prepared and explore plan B and plan C when you have the time rather than have it forced on you.
Exclusivity is not an option – it’s a way to become tied to something that’s yesterdays news and or dated technology, or something you could find is not what you want two years down the road and then it’s too late when you’re in a 5 year contract that you can’t get out of. Exclusivity also stifles creativity and makes people lazy.
Great article Josh. Maybe I will finish that post now even though it addresses only one of the options outlined in your post.. 😀
PS I can’t seem to master the art of short comments. 😆
That’s a great point, Wave. A number of great points.
There are all kinds of ways of diversifying, including in the writing itself. It can be tricky when you’re trying to establish an author brand, but once you’ve got that brand, then it’s time to branch out and try some new things. Not only to find new readers — although that’s always paramount with writers — but also because pushing yourself to try new things usually pays benefits.
There’s something about studying the disciplines of an unfamiliar genre that really sparks the old synapses.
Great article Josh. Maybe I will finish that post now even though it addresses only one of the options outlined in your post..
I think that would be a very interesting post, Wave. For a number of reasons. A lot of writers automatically assume they’re going to make a lot more money through self-publishing, but that’s not necessarily true. There are a lot of variables to that — especially now as the market gets more and more flooded.
Strictly as a “reader” and not a writer, I have purchased most of my e-books from the alternative publishing houses, Dreamspinner, All Romance, Silver, Smashwords, Fictionwise, Amber
Allure and occasionally Amazon. It’s usually because I’m tracking down either a particular story or author. Dreamspinner was where I made my virgin purchase of “State of Mind” by Libby Drew. It’s where I discovered more authors who would become some of my favorites, Mary Calmes, Diana Copland, Etienne, Dean Marchwell and it was there that I was referred to Fictionwise to search out Mr. Josh Lanyon.
Once I read the first two Adrian English stories, I was hooked; and J. Lanyon shot to the head of my favorites list.
Initially as a consumer, I didn’t care where I purchased my reading material, then I did some research. And I had to ask myself would I rather shop at Walmart (Amazon) or support a smaller hometown business where the author would make more in the end run. And I decided to continue to purchase through the smaller publishing houses.
Thank you, Kate. That’s very kind. It’s great when readers take the time to shop directly from the publisher’s website because, yes, we do make a much better percentage that way.
At the same time, I know for some readers convenience and value are paramount.
Most of the time I’m just grateful anybody ever bothers to buy anything! 😉
I’m a reader only, um, not really sure if this is relevant or not, I have two ‘musts’ when I buy my ebooks A: it wont EVER be from Amazon (unless it’s free) I don’t like them and B: I must be able to download my book directly to an android tablet
(Writers, that last one? Not happening with that many publishers, you might wanna push them a bit on that)
Currently I shop at Rainbow ebooks and ARe, but I would love to buy directly from a publisher so authors get more money
A very interesting post, even for a reader 😉
That’s an interesting insight. What format does the Android require?
I believe the Android platform, which is owned by Google, powers tablets such as the iPad, ebooks for the Kindle and Nook, smart phones, etc. Most devices now use the Android platform. However, the majority of epublishers don’t offer direct downloading such as the Amazon Whispernet, which is what a lot of readers are now demanding. We’ve been spoiled and the publishers have to catch up or they will lose sales.
Either Epub or PDF, the formats are there, the compatibility with a mobile device that is not an Apple is not, I can dl to my iPhone pretty much everywhere, but only Rainbow, ARe and DSP allows the download directly to a ‘droid, if I try anywhere else I get an error of some sort
Ah. I see.
I once worked for a company who made most of its profits from one customer, until said customer decided to look for another supplier. Since then I just knew that diversity is the best way to go and that relying financially on just one customer/publisher is a really bad idea. Thank you for pointing this out so clearly and giving examples.
I’m always floored when I see writers refer to their publisher as part of the family and remain loyal to that publisher even when they get screwed and aren’t paid their royalties. Sorry, no. It’s a business relationship first and foremost and I expect both sides to act accordingly, even if I get on well with the people I’m dealing with.
I’m also not a friend of any sort of exclusive deals, both as a reader as well as a writer. I like having a choice and having options.
And from what I’ve read KDP no longer is the powerful marketing tool that it once was. I also know too many people who don’t like buying at Amazon. While I have no issue with Amazon, when it comes to ebooks I actually prefer to buy directly from the publisher because I know that this way the writers will get higher royalties. At least where a lot of m/m-romance-publishers are concerned.
Agreed. The relationship between author and publisher is a business partnership — and a business partnership requires both parties treating each other with respect and integrity. You have to be able to trust your publisher, whether in honoring confidential information or paying on time and accurately. I can’t believe some of the stories I’ve heard over the past year, and yet authors keep signing with publishers who are clearly either incompetent or dishonest.
A lot of this gets down to how desperate people are to get that first publishing credit. But really…it’s worth doing your research as well as talking to the authors at any house. And if the news is bad, you have to be willing to walk away.
I think another benefit for writers of diversifying is we can stretch our writer’s wings a bit, try new things- when I feel I’m growing bored, or boring, I usually look around at the calls for submission from the various publishing houses. That almost always gives me good ideas. Though I feel strongly I cannot write a decent angel, for example, I’lI try to imagine a bit and maybe work up a shortie–like mini-training camp for a new genre! We have enough options with publishers now I think we can all find a happy home or two or three–this has not always been the case! Hope you had a good sabbatical-
Definitely. Trying your hand at a new genre is good for your writing and it’s a good way to find new readers.
Thank you, Sarah. I had a very good sabbatical.
Another reader here!, and an Aussie one at that. I found Amazon to be my only viable purchase point, firstly for MM print titles not released in Australia, then for MM eBooks and I had grown accustomed to their “product” As I have delved into more publisher sites, and “listened” to some of the debates Amazon vs Publisher vs self-published I find I no longer know what is the best I can do for an author. I cant easily find when a publisher is the authors own selef-selling site, I hear some complain about non payment of royalties so avoid that site, I hear others describe amazon no different to other multi-publisher selling options.
And then to manage my own (mis)spending I now have to remember that Amazon will not show me that I own something if I bought it elsewhere.
I almost need a table of what author to buy where if I am to support the author as directly as possible. And then there is where there is an Australian release, so it will be print, so I would prefer my local (and extremely loyal) indie bookseller (which is 100km away!)
Don’t have an answer, dont have a question, but wanted to say there are some readers here who wish they could do more for the creators of their reading fix!
Graeme
Well, I kinda think you’re doing it, Graeme. Buying books, however and wherever, is the first and biggest part of supporting authors you enjoy. And then when readers take the time to share their enjoyment with other readers, word spreads and more books get sold and writers are able to continue to write.
So thank you for buying those all those books!
Hello, Josh.
Compliments on laying out the changing landscape.
I agree, multiple publishers is a good way to go, especially in the beginning. It’s good to have more than one option when it comes to placing a story. Too many authors have been left adrift after their sole publisher went under. I see it as a personal challenge to meet the criteria of an unfamiliar publisher. That said, it’s important to research any publisher before submitting to them (predators and editors is good for this, and asking friends).
Placing the link to the publisher first (before Amazon) on the buy link can help steer people that direction. It is better for the author and the publisher financially. And…Books from the publisher are yours. They can’t be taken away–but Amazon has the right to do that (as they can on Kindle–it’s in the fine print!)
As a technophobe, the thought of self-pubbing makes me break out in hives. 🙁 Maybe someday on the backlist–but I’ll likely have to hire out the formatting, etc. I admire your fortitude getting through that. I do appreciate what a publisher does, and it makes me feel unburdened to know I’ll have professional editing, art, and formatting.
Thanks for a great article.
Oh me too, Kelly. I don’t try to do any of that stuff myself. I commission the covers, the copyediting, and the formatting. It’s hard enough writing the books. Having someone else deal with all that is worth its weight in gold — at least some of the time. Certainly when you’re first starting out and trying to build a name for yourself. At least in my opinion. I think I am successful at self-publishing because I got to work for a good stretch with good publishers. I had established my brand before I tried to go it alone. I don’t know that things would have turned out so well if I was still struggling for name recognition with readers.
Another reader here – thank you, Josh, for an interesting article!
I suspect that loyalty to the publisher who (I’m sure many think “who” rather than “which”) was first to recognise their work is the main reason why many authors don’t submit to other publishers, coupled with a memory that “real” authors always used to be exclusively contracted to one publisher. That and the fear that a different publisher might reject them – something I suspect few could take in their stride they way you suggest in comment 5.1!
In addition, many think of what they are doing as “art” rather than work or business. Being business-like about their books might somehow diminish the quality or aesthetic value of them.
As readers begin to understand that buying from different sites has an effect on the author’s return they are prepared to go through the extra steps to do so and forgo the (very real) convenience of being told whether or not they have already purchased the book! However, I agree with Graeme that it’s not always easy to know the best place to buy so as to benefit the author the most. Do they get penalised if they don’t put the Amazon buy-link first? – assuming they’ve already taken the hit for being non-exclusive!
It’s always nerve-wracking submitting to a new publisher, yes. I don’t think that ever changes. And I think it is very much human nature to stick with the devil you know versus risking the unknown. This is why people patronize chain restaurants even when they complain about the chain restaurant food. 🙂 We all get in those ruts, and writing takes a ton of mental energy anyway, even without adding in the practical side of things.
Plus I think writers forget that a publisher doesn’t go into the business planning to fail and mess up people’s careers. Those things happen because people get in over their heads. So it’s not like an instinct for evil would kick in and warn a writer not to sign with a particular publisher. 😉
“Absolute power corrupts absolutely”
The problem is not only what Amazon does to the authors. Amazon bought Goodreads so they can work with the readers reviews.
In Germany there are fixed book prizes. Every book costs the same in every shop. Amazon.de is not an exception. I know Americans hate regulations. But I think it is a form of justice. Amazon and the ebooks here have not ruined as many bookshops as anywhere else.
Sorry, my English is not good enough to write about all the things going around in my head to this subject.
Thank you for this article.
I think that’s very interesting — in fact, I believe Canada may have some of those same protections in place.
The Goodreads situation is interesting. It seems clear to me that Amazon must have some practical application in mind for GR, but who knows. It may have been a move simply to circumvent GR moving toward bookselling (a rumor that was flying around for a couple of months before the buy out).
Josh, thanks for taking the time to share your experiences and your advice, is truly priceless. I also enjoyed the blog you wrote about the process of creating and distributing audiobooks, it contains lots of information I didn’t have any idea existed.
Wave, I’m looking forward to read that article about self-publishing.
Thanks for reading and commenting, Naaju! I like to think these posts are useful — or at least interesting!