For information about the November 15th
artist/author event, click here
and now
The Why Installment of
(W5+ H) x (IP ÷ RMs)
or
The Who, What, When, Where, Why, and How of Indie Publishing - R McCormack Style
Once upon a time there was a bookmaking industry who met
three travelers at a crossroads. The
first wayfarer was Creativity, looking for the next adventure. Then there was Technology, buzzing with
potential ideas. The last of the crew
was Economy, who felt a bit sluggish and wondered if he was coming down with
something. Standing in unknown
territory, introductions and hellos were made, and soon they found themselves
settling roadside to rest and eat, to share stories and advice. The foursome ended up making merry with tall
tales and drink, and all was going well until a scuffle broke out. Economy had been drinking from Bookmaker’s
tin cup, and Bookmaker was sure she would come down with whatever was ailing
Economy. Creativity suggested they both
switch to water, pop a Vitamin C tablet, and hit the rolls. Technology smoothed it over further with a
funny retelling of a bad day ending in a reboot. Never-the-less, the next morning Bookmaker
and Economy both awoke feeling terrible, and though Creativity and Technology
wished they could’ve done more, they had to move along in their travels. They left Publishing and Economy well-stocked
with provisions and promised to write, email, text, and tweet as they waved
from the road. Bookmaker and Economy
huddled in their packs to wait out the downturn in their health. They knew they’d be okay. They also knew that all their paths would cross
again, for they were headed to same place.
Indie Publishing Land.
Today I introduce the last W in our equation, W5,
the question of Why. Why is the market
changing? And after reading my Indie
publishing fairytale, you may have figured out that there are three
evolutionary placeholders that have affected the book-selling/book-buying
marketplace over the past few years.
The Economy, Technology, and Creativity
Beyond my attempt at being cute, there is truth in my
fairytale. These entities did all
converge at the exact right moment to initiate change, and the personalities of
the characters in the tale are similar to their real life counterparts.
The economy was
sick, and when it tanked, it hit traditional publishing just as hard as it did
other industries. There were layoffs,
restructuring, and of course, the Big Six began to take on fewer titles. Part of this was due to the habits of readers,
who were buying fewer products. And part
of this was due to book buyers (book stores, big box stores) who couldn’t sell
their stock (think Borders).
Beyond the supply and demand issue, book printing is an
expensive endeavor, where it takes teams of people to write, design, print,
market, and sell a book. Most do their
jobs very well, as the traditional publishing marketplace has had years of
honing its craft. And the problem
doesn’t lie with the people behind the scenes, it lies with the system, which
requires publishers to risk money upfront in order to get books on the
shelves. The book sellers also take a
risk by ordering without knowing if the entire shipment will sell. There ends up being a lot of waste and unsold
books are often shipped to disposal centers.
Enter technology, who was stock-full of ideas for how to
rework the system in ways that were more environmentally friendly and would put
money back in people’s pockets. First,
we had the birth of the eReaders...Kindle, Nook, and many others. Second, we had improvements with online
publishing, and suddenly anyone with a computer could upload a Word document to
become a print-on-demand (POD) or eBook.
When creativity came into the picture, the self-publishing
market changed again because dedicated writers, artists, and illustrators saw
an opportunity to become their own publisher.
More and more information was shared, and technology responded by
creating the templates for craftspeople to take their brand, product, books to
the next level. As social media grew and
websites and blogs became easier to build, all the online media sources merged
into one big information highway where people could share ideas and market
their work.
Now, there are
kinks that need to be worked out.
Traditionally publishing is still in the process of finding their way in
the new marketplace, and chain book stores and big box stores (Costco, Target)
that sell books aren’t feeling the economic upturn from the growth of POD or
eBook publishing. Independent bookstores
are doing okay, though. They have always
dealt in smaller supplies, used books, and individualized service, and they’ve
been able to adjust their model to include online sales and feature local
and/or Indie published authors. And
let’s face it, most people still love the feel of a book in their hand, so
there will always be a place for libraries and book shops. I’ve heard it said many times over the past
year that the traditional publishing houses will enter the POD and eBook market
on a larger scale, creating their own online stores and only printing hardcopy
books for their best-selling, up-and-coming, and popular
authors/illustrators.
Another issue is the speed at which the market is changing. And this brings us back to the economy. The process has become so simple and
user-friendly that the self-published marketplace is becoming saturated. In fact, most writers won’t see a return on
their investment. Luckily, the financial
investment is quite low, but there is the matter of time and energy spent. This is why I’ve been encouraging anyone who
wants to move this direction to accept certain standards of quality before they
launch their title. Quality equals longevity.
Along with fast growth, as in any new venture,
there are many who come out of the woodwork to offer services to the people
entering the field. Not all of those
Indie publishing services are necessary or worthwhile, and I caution you to do
multi-tiered evaluations before you pay anyone to do work for you. In time, the good businesses will rise to the
top, so for now use referrals and triple-check what you get for your
money. Remember, in the end this is about
personal expression, which can be done with an eye on the wallet.
The markets—traditional and Indie publishing—will also have
to flex and bend as their relationship grows.
And there are matters, like marketing, that will affect both. There will be some overlap, and we’re already
seeing players in the traditional game opening their doors to the Indie pubbing
world. For instance, the
highly-respected Kirkus Reviews now offers self-published authors reviews for a
fee. How will this reconcile with the
reviews they provide on traditionally published books? Will they always remain separate or will they
combine one day? A good book is a good
book, no? I personally think most things
will remain separate but become equal.
So, with a long road to travel and many unknowns, why would
you want to get in on the ground floor of Indie publishing? Here are a few reasons:
- You
want to build or grow your platform NOW – Authors who already have an audience,
whether through previous published titles, a blog, public speaking efforts,
another career, or charitable work, may choose to self-publish because
they can tailor the book’s message to fit into a specific framework or
brand that they’ve established or hope to establish.
- You
want to create a related product(s) NOW – Authors who have or want to sell
products related to their book may choose to self-publish in an effort to
manage brand consistency and get the products on the market in a timeframe
that best suits their needs.
- You want
to earn a higher wage NOW – Authors who are looking to make a higher
return on royalties while also holding the copyright to all their work may
choose self-publishing.
- You want to be the Creativity CEO NOW – Authors who have specific ideas about their book or books and want to bring an exact vision to light may choose self-publishing.
Get out that calculator, start working the variables. Is it time to pack the bag and hit the road? Or maybe you need more information before you embark. Next week we'll add the final question to the equation when we discuss how to make the most of your Indie publishing experience. For now, you have the five Ws to consider, and as the Irish say, may the road rise to meet you and the wind be always at your back.
..."Economy, who felt a bit sluggish and wondered if he was coming down with something."
ReplyDeleteI loved your fairy tale! What a great way to simplify this whole publishing metamorphosis.
It is interesting to observe how this story is playing out, and how authors (creatives) are using newfound tools (technology) to change the course of their path through the publishing process (bookmaking), thus attempting to create a personal impact on how they are able to be an active part of the business model (economy).
It is tougher than the "good ol' days" of selling a property, sitting back, and letting the publisher handle everything, but hopefully with the authors taking more of the responsibility, the reward will be that much sweeter.
Yes, it is a metamorphosis, isn't it?! I also like your summary of all the parts and pieces, and I think you may be on to something with your comment about responsibility =ing sweeter rewards. It's a deeply satisfying thing to touch each element of your craft, and I think this Indie pubbing movement is getting many writers and artists back in touch with the PROCESS of creation (versus product). Thank you for stopping by and sharing your ideas.
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