Covering Your (Publishing) Bases
By Michael Drew - Sep 03 , 2008
Choosing an obstetrician is one of the first steps a woman takes when she thinks she’s pregnant. Some women feel more secure selecting a medical doctor. It’s customary and they have all the technology and equipment at their disposal. Other women like the idea of calling the shots themselves with the help of a midwife. It seems more private and accommodating to personal beliefs and opinions. Some women even combine the two disciplines in hopes of experiencing the best of both worlds.
Writers have a similar set of choices when it comes to publishing their books.
You can either put your trust in the authority and influence of an established publisher, or you can package and publish your book yourself, at your own pace, with the help of a print-on-demand organization. Or you can take the advice of Chief Brain Auditor Sean D’Souza and do both. Why would you do that? To give yourself the best shot to earn a living from your writing.
Traditional Publishing
The main advantage of the traditional publishing route is distribution. You want your book on bookshelves across the nation, and publishers have a direct line of communication with bookstores. Big publishers send in-house sales reps to pitch your book to the buyers of major book chains. Smaller publishers without the resources to hire a sales force can contract distributors to pursue some of those same bookstores, as well as additional sales venues like trade shows, direct mail, and catalogues.
As I mentioned in a previous post on being prepared for author-hood, U.S. ISBN and SAN agency Bowker is reporting 276,649 new titles for 2007. Do you think that means bookstore buyers sat through that many pitches last year? Absolutely not. They relied on the recommendations of the sales reps and distributors who came calling, just as you rely on the recommendations of your financial advisor when it comes to investments. So you can envision how your chances of being recognized improve if you’re able to convince a publisher your project is worth the risk. Here is a 9:53 podcast of an interview with Dru Zuretti, Client Relationship and Education Manager for the Copyright Clearance Center, on the topic.
A secondary benefit of this national distribution is how it can flow into additional revenue streams. Even small business owners can buy a taste of your expertise for $17.95, and if they like what they read, they might just feel compelled to bring you, renowned published author, in as a speaker or consultant, at a price significantly higher than that.
(Self) Publishing-on-Demand
First of all, self-publishing limited quantities on demand helps you minimize printing and inventory costs. You can simply print to fill orders as needed without having to pay to store a warehouse full of books that will never be sold. You can also use a print-on-demand company (Mr. D’Souza recommends Mimeo) to help you create and print a limited number of customized pages, such as those you might hand out in a three-ring binder at your next seminar. It’s amazing, isn’t it? People will scoff at paying $35 for a bound book in a bookstore, but they’ll gladly pay $1,500 or more for a three-ring binder of that same information at a seminar. But they’re paying for the seminar too, right? D’Souza begs to differ. The bottom line is, printing-on-demand is a great way to achieve higher margins by creating a book that is uniquely packaged and delivering it in a way that sets it apart from the bound and covered books you find for $20 in bookstores.
Best of Both Worlds
Some writers choose to work with a publisher. Others choose to publish their books themselves. But responsible, hard-working writers fulfill their promotional duties by covering all their publishing bases. You have to get out there and ‘promote your book’ either way. You might as well exhaust your list of opportunities while you’re at it.
Here are some of the major pros and cons of both publishing paths.
Pros
Publisher Self-Publishing on Demand
Experience Creative Freedom
Relationships Inventory Control
Distribution Higher Margins
Cons
Publisher Self-Publishing on Demand
Turnaround Time Credibility
Modest Royalties Recognition
You can read more about the pros and cons of using a publisher versus self-publishing on demand here.
Questions about exercising your publishing options may be directed to Michael R. Drew at the Austin, Texas, headquarters of Promote A Book: 512-858-0040. You can also contact Michael via email at michael@promoteabook.com.
