Sunny Frazier, the acquisitions editor for Oak Tree Press, provides valuable insight on the writing business from the perspective of a small publisher. I learned from this piece; I hope you will too.
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Ever since Amazon legitimized self-publishing, small
publishing houses and Big Publishing have been reeling from the impact. Big
Publishing's answer was to first discredit authors who took control of their
careers, then sought to keep prices high on e-books so agents and publishers
could continue to reap profits.
Small publishing continued as if nothing really changed.
Indie houses have been ignored by book chains, and small press authors are
often barred from panels and signings at conferences and conventions. But, many
small publishers embraced both trade paperback and e-book editions of their
titles, finding room for both formats.
As acquisitions editor of a mid-sized publishing house, I'm
experiencing a different dilemma. Authors now expect/demand that I somehow get
their book out within three months of submission. Impatient, many pull their
books before I even get a chance to read sample pages. There is a feeling that
authors now have the upper hand in the book world and publishing has to dance
to their tune and time frame.
In the past, an author HOPED that their query letter would
be answered within three months. Tales of the bottomless slush pile and form
rejection letters made the process harrowing. True, Big Publishing fed into
this idea, dangling visions of advances and best seller lists only to dash
hopes and careers against a wall guarded by agents and editors.
It was a cruel system. Beginning novelists were made to
doubt their talent and often gave up too soon. What smaller publishers offered
was hope and a shot. While Big Publishing grew too large to see authors as
individuals, smaller houses with less staff invested not just time and money
producing books but took an interest in the personal lives of their stable of
authors.
But, small means just that. With Print On Demand technology,
publishers don't need a large staff or huge office to churn out books. Overhead
is kept low so books can be produced and sold cost effectively. In a tough
economy, books become a luxury. Nobody in a smaller house is getting rich
anytime soon. Just as penning a book is a labor of love, so is seeing that
books get into print and into the author's hands.
With the power shift, authors know they are in control of
their careers for the first time. I applaud this change. But, that doesn't mean
my in box isn't still swamped with queries. I can't push my publisher to hand
out contracts any faster. We can't expand our output of titles to accommodate
everyone waiting in the wings. It still takes about a year to go from query to
publication.
The wall that ambitious authors hit now is one they never
saw coming: promotion. With an onslaught of books on the market all vying for
the few dollars people spend to read, success comes to the author who conquers
marketing. Too many authors feel the hard part is behind them when they put
their soul into satisfying their muse. They've invested their time writing, but
not a cent of their money. Profit is supposed to flow to the writer. It's
somebody else's job to actually sell the book.
Brass tacks: It costs about $200 to produce a book in
paperback. That covers artwork, lay-out, editing, ARCs, printing and
distribution. Much of the work is done via email so we work from our homes all
across the country. It takes the sale of approximately 300 books before
publishers begin to see a profit. Industry stats show that 82% of the books
published don't sell more than 100 copies.
The odds are against publishers more than authors. The house
operates in the red until the book starts to sell. There's no money in the
budget to do individual promotion for each author. It's on the author, whether
they indie published or self-published.
So, the new politics of publishing justifiably puts success
squarely in the hands of authors. Marketing is on their shoulders too. Only
those who show drive and initiative, not just talent, will see any profit from
their efforts. Readers don't come cheap or easy and thousands of novelists are
scrambling for the same dollars. The adage “He wins who wants it most” has
never been more true than today.
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Frazier is also acquisitions editor for Oak Tree Press. Her website is http://www.sunnyfrazier.com.
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Sunny Frazier is a Navy veteran and a former newspaper reporter until
the publication folded. She joined the Fresno County Sheriff's Dept. and worked
as a confidential secretary for an
undercover narcotics team. After 17 years in law enforcement, she turned her
energies to writing the Christy Bristol Astrology Mysteries. Based in the San
Joaquin Valley of California, the novels are inspired by real cases and 40
years of casting horoscopes.
Very interesting and informative post. Since I'm a member of the Guppies and Guppy Press Quest, which is a subgroup of the Guppies aimed at finding reputable small presses, I already new much of what I've read. When I started writing, I had that same view of writers; once we had written our book, we could continue with writing another and the publisher handled all that promotion stuff. Sadly, I learned it just doesn't happen. I also had the misguided view the money flowing in would help with me retirement. Another fallacy, but I continue writing and will keep on. Thanks for the good post.
ReplyDeleteWelcome to WWK, Sunny. For most writers, like me, promotion is a hard part of the job. I'd rather not rush into self-publishing and would like to think that I could obtain guidance from the publisher as to how to go about promotion.
ReplyDeleteWhere to start is my first question. I blog, I twitter, I facebook--I'm not great at the social media, although I feel comfortable blogging now. What are the components of a successful marketing/promotional plan?
In a society that demands instant gratification, patience is becoming a lost virtue.
ReplyDeleteMy contract with Barking Rain Press for Bad Policy calls for a March 2013 publication date. Everything has gone faster than expected and other than layout the book is ready to go. However, I have not pushed for a quicker release because I need the time to set up a marketing campaign -- and it does take time.
~ Jim
Thank you for an informative blog about the publishing industry, Sunny! You made excellent points about being patient and the importance of developing marketing skills.
ReplyDeleteE.B. (and the rest)
ReplyDeletePromotion doesn't have to be hard. I put together something called The Posse. When I market, they market. I have feelers out all the time and I save others the time and effort by giving them links that will help their career. The Posse, 75 strong, also cross promote and give valuable marketing info to each other. We monitor each other's blogs. We have become a force to be reckoned with and sought after by reviewers and interviewers.
You can become part of the Posse by simply contacting me at sunny69@comcast.net and asking to be included. No money involved. Also, Posse posts to links are at my site, http://www.sunnyfrazier.com
I've also started something called Friday Round-Up over at the Oak Tree Press website http://otpblog.blogspot.com/ Every Friday I give info on sites our authors have been involved with during that week. LOTS of marketing info there!
My philosophy is that if a venue doesn't exist that works in your favor, create it!
Hey Sunny,
ReplyDeleteI guess I'm a blend of old school and new school. I'm Patient and i'm a huge fan of self promption. I was waiting 3-6 months to hear just about a query letter I had submitted, but I thought this was the norm. If people are pulling books without even letting you read them they are crazy!! The problem with self publishing and the tactics used by the big pubs is it has left budding authors confused about how the industry really works. Thanks as usual for the great piece!
Well said, Sunny. May I add that most of the marketing for authors with mid-size presses now now falls to the author as well? The "book tour" for my most recent book consisted of two local signings I helped the publicist set up. I have more options to publish now than I did in 2000 when I my first book came out--and the publishing house sent me from Reno to San Diego. The tradeoff is that I have full responsibility for pedaling my wares.
ReplyDeletePromoting is actually a lot of fun, and truly it was only a short time in the history of writing and publishing that the big houses gave that kind of support. Writers should want to do it. The Beowulf Bard did it, Mark Twain did it, most great writers did it. It's a part of a great tradition. In the end, all great writers want to create a personal connection with their readers, to let them know that there's someone out there who understands them. Promotion can be just one more way of doing that.
ReplyDeletePromotion is both the hardest and the most fun part of writing. The biggest problem for me is that I don't live near any large cities. In this economy, traveling can be an issue. Thank goodness for the Internet and the Posse.
ReplyDeleteNicely said, Sunny! It's the dirty little secret in publishing, yes?
ReplyDeleteInteresting post Sunny. I have a friend who was just published by one of the Big Five publishing houses. I am amazed at the number of ARC’s they sent out to get reviews and the amount of money they are spending on promoting his book. As a result he doesn’t think he has to market, just finish writing and editing the next book. I like being with an independent publisher, Oak Tree Press, and the amount of help and information that is shared between our authors. As an example, I learned about Blog Talk Radio before my friend did. I think the key for writers serious about their writing careers, is to pay attention to ALL aspects of the writing business, and promotion is a big part of that.
ReplyDeleteWhat happens to your friend when his book doesn't sell to the expected numbers and he is out in the cold? Ignorance of marketing won't help then.
ReplyDeleteYou had the experience of self-publishing first and you are building on that experience now with Oak Tree. I'm sure you can see where a handle on marketing prior to publication would have made a difference in sales. The fact is, writers don't know where to turn. It can't be an excuse--there is simply too much ready knowledge floating on the Internet. The trick is to know what's treasure and what's trash.