Kim Staflund: founder and publisher at Polished Publishing Group (PPG) and author of the PPG Publisher’s Blog
My last blog entry, Let’s Start a Revolution to End Returnability!, ignited a passionate debate over this decades-old book distribution model. Within the various industry LinkedIn groups where I shared it, fifty percent of people appeared to agree with my stance while another fifty percent steadfastly defended the practice no matter how many articles or books I cited showing other reputable publishers, authors, and even booksellers who view it as outdated, costly, inefficient, and environmentally unfriendly.
I asked myself, “Why?” And the only answer I could come up with is that change is often uncomfortable and sometimes causes fear—especially if the people promoting that change have neglected to provide a reasonable answer as to what we could possibly change TO that could be viewed as a better alternative for us all … and fair enough. So, the purpose of this blog entry is twofold: first, to further explain some of the intricacies of English language trade publishing that are at the core of my beliefs and business philosophies; and second, to provide an alternative to the current system that all of us could benefit from.
THE TRUE LIFE OF A BOOK IN THE TRADITIONAL DISTRIBUTION MODEL: ONLY SIX WEEKS!
Bookstores don’t sell your books for you, authors. You do. In my 2014 book on publishing, I went so far as to share the not-so-popular viewpoint that even your publisher doesn’t sell your book for you over the long-term. You do.
One of the biggest myths about trade publishers is that all of them are out there actively selling all of their authors’ books for them on a regular basis. Nothing could be further from the truth. Trade publishers focus primarily on their front list titles; and, once those books fall to the back list, the responsibility of continued promotion falls to the author. Based on the common twice-yearly publishing schedule followed by most traditional publishers (spring and autumn), I figured that the average book would be considered a front list title for only six months which means it has a shelf life of only six months. After that, it’s up to the author to continue actively selling it. It’s always been that way, contrary to popular belief.
I’ve since learned that my six-month guesstimate was actually quite idealistic. This past year, I picked up a well-researched book by John B. Thompson titled Merchants of Culture: The Publishing Business in the Twenty-First Century where a trade publisher’s publicity, sales, and marketing budgets are discussed in more detail than in my own book:
“Today more than ever, a writer’s career is always hanging in the balance, rising and falling with the sales of their most recent books and always at risk of being curtailed by a disappointing track. Careers cut short and writers cut loose are among the prices to be paid for the logic of the field. They are the human costs of an industry where numbers rule in the end and where short-term growth and bottom-line profitability have come to assume more and more importance in the practical calculations of the major houses.”
You would think that the major publishing houses with the larger budgets would be able to spend more money on promoting and selling all their books; but, the fact is, they are under even greater pressure from their parent corporations to watch their spend and focus primarily on what they consider the “big books” that can generate the most profit for them. The result, according to Thompson’s research, is an even shorter shelf life for the majority of books by the majority of authors:
“As soon as a book shows signs that it’s going to take off, the sales, marketing and publicity operations mobilize behind it and look for ways to support it with extra advertising, trying to get more radio and TV appearances, extending the author’s tour or putting together a new tour to cities where the book is doing particularly well, and so on. … the sales, marketing and publicity operations are geared and resourced in such a way that, when they see that a fire is starting to ignite, they are able to pour generous quantities of fuel on the flames. … But if further appeals fall on deaf ears and sales fail to pick up, then the marketing and publicity effort will be wound up pretty quickly – ‘In two to three weeks we might pull the plug,’ … So how long does a book have out there in the marketplace to show signs of life? How many weeks before it becomes a dead fish that will be left to float downstream? … I would say the life of a book today is about six weeks. And quite frankly it’s even shorter than that, but you probably have six weeks and that’s it.“
So we’ve gone from a six-month shelf life to a six-week shelf life with the larger, corporate publishers. Yikes! Scary stuff. There has to be a better way, right? I believe there is.
BOOKSTORES DISPLAY YOUR BOOKS FOR YOU. YOU SELL THEM.
As I mentioned earlier, bookstores don’t sell your books for you, authors. You do. They simply display them. And if you want prime real estate in a traditional chain bookstore, thus allowing you to benefit from impulse purchasing, it’s going to cost a lot more than you may realize. Thompson provided details on this in his book, too:
“The front-of-store area that is in your field of vision is a thoroughly commodified space: most of the books you see will be there by virtue of the fact that the publisher has paid for placement, either directly by means of a placement fee (that is, co-op advertising) or indirectly by means of extra discount. Roughly speaking, it costs around a dollar a book to put a new hardback on the front-of-store table in a major chain, and around $10,000 to put a new title on front-of-store tables in all the chain’s stores for two weeks (typically the minimum period). … Visibility does not come cheap. … As one publisher succinctly put it, ‘It’s become easier to publish and harder to sell – that’s the paradox. Any old sod can publish a book now, but actually getting it out to the public has become much trickier.’”
The fact is, if you want to sell more books, you need to create top-of-mind awareness for your book. You need to keep that book in front of people’s eyeballs so that, when they’re in the market to purchase a book such as yours, they will think of your book first. Very few authors (also very few of the small- and medium-size publishers, for that matter) can afford prime real estate within these traditional chain bookstores … which leads to an increase in returnability (if no one can find your book then no one will buy it, so the bookstore will return it to you for a full credit) … which leads to lost profits for those authors and publishers. It’s a vicious cycle. There must be a better way!
AUTHORS ARE ENTREPRENEURS
A gentleman commented on my last blog entry with a legitimate commentary and question for me regarding my motives in writing it. He said, “…Your intro line depicts you as an author (‘best-selling’ even. Well done!), a publisher and as a sales coach for authors. Traditionally, these are all roles with a stack of ‘conflicts of interest’ in the broader publishing industry. Can you trust each other when the business agenda of each role works in competition for its rightful share in a finite commercial pie? Which character is promoting its own agenda when you offer comment, criticism or recommendation?“
I told him I began my career as a writer with a personal goal of becoming a bestselling author. Along that road, I worked (as both a service provider and client) with various trade publishers and vanity publishers, and I saw many road blocks to my goal within both publishing models. So, that led to me becoming a book publisher over six years ago. I created a hybrid publishing company that combines (in my opinion) the best of both worlds: professional quality; non-returnability; retained copyright ownership for our authors of both their words and artwork we create for them; et cetera. As time went on, I learned more and more. My company’s service offering evolved further into me teaching authors how to sell audiobooks, ebooks, paperbacks, and even hardcover books for themselves so they can better control their net profits and have the best chance of commercial success. In other words, my three roles combined (author, publisher, and sales coach) all passionately believe that we need to end returnability once and for all. It hurts authors, it hurts publishers, and it is equally inefficient and time-consuming for booksellers.
WE ALL NEED TO WORK TOGETHER
Authors, can you imagine how much more profit you would earn if you knew how to effectively sell your own books? They would always be front list titles! Publishers, can you imagine how much more profit you would earn if your authors were out there actively selling their own books along side your own in-house publicity, sales, and marketing efforts? Booksellers, can you imagine how much more profit you would earn if you were using your co-op advertising dollars to support in-store book signings and book launches for the authors who are actively selling their own books and bringing that traffic straight to your store?
If we all work together, we can all make more money. But this is going to require a change because the current system works against authors and publishers. And the direct result is that more of us are moving online, trying to sell our books elsewhere, which could very well render our traditional booksellers obsolete sooner than later unless things change.
Let’s help each other. It’s in all our best interests to do so. Let’s start a revolution to end returnability … and teach our authors how to sell!
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