Self-Publishing: It's All About Control

A recent issue of Publishers Weekly stated that 2009 will be "the worst year for publishing in decades." We all know the economy stinks, but I won't go there. What's important is following the money–and for most of us, it won't happen through traditional publishing channels.

In January, both TIME magazine and The New York Times featured articles on the self-publishing industry. Wow. How did such a formerly scorned niche get such coverage? Then my March/April issue of Writer's Digest arrives and, guess what? The feature subject is Self-Publishing: 20 pages of information from experts, agents, small presses, and writers.

This morning, one of CNN's feature articles talked about the growing fact that more authors are turning to self-publishing and print-on-demand as the publishing industry continues its downslide. New York Times best-selling title, Still Alice, by Lisa Genova is today's leading example of a self-published book that clicked and eventually steered the author into the arms of Simon & Schuster to the tune of just over half a million dollars. Not every self-publishing story ends with such a bang, but the possibility is always there.

I've been in the publishing business for over twenty years, and the owner of New Concord Press and Next Step Writers Services for twelve. During that time, I've met fascinating writers from all over the world, and each one of them has had a wonderful story to tell, but no means to publish it. As each book became a reality and the author worked at his or her own style of promotion, it became clear that not everyone's goal is to be a New York Times best-selling author. Memoirs and fantasies, history and poetry--all are timeless, and they deserve to have a place on someone's bookshelf. These, too, are personal success stories.

Self-publishing--formerly known as vanity publishing--is by no means a new concept: we've all heard the stories of Mark Twain, John Grisham, Margaret Atwood, Herman Melville, or Beatrix Potter, to name a few. These authors believed that what they had to say was important enough that the world should read it, and they had the determination to make that happen. Unlike today, these authors had to spend a great deal of money to get their work into print through expensive traditional printing methods. But exactly like today, they also had to market and promote their books to get the world's attention.

Gone are the days of being required to spend thousands of dollars to have a book produced, with the resulting garage or basement filled with boxes of books that fill the author with dread that they will sit there forever. Today, the ease and economy of self-publishing has partnered with the technology of print-on-demand, bringing these books to market so much faster than through the usual channels. As it becomes harder and harder for authors to connect with editors and agents, it is clear that the future of self-publishing is now.

Not only is time of the essence with a book, quality plays a large part in whether a title will succeed or not. To self-publish does not mean simply sending off an unpolished manuscript and hoping for the best. To be assured of the best product possible, a manuscript must be as pristine and final as if it were being submitted to the most famous literary agent or the biggest publishing house in New York. Likewise, choosing a self-publishing company can be a real landmine if one doesn't read all the fine print. The mechanized methods of producing a book layout and printing it do not include any human factors such as editing or proofing. If there is a glaring error on the title page, or the author photo is pixilated, no one will see it--or if they do, it's "not their job" to point it out.

Most of the points of self-publishing are positive, but there are a couple of negatives. For one, almost without exception, the large chain bookstores will not stock print-on-demand books unless they are available through a wholesaler (sometimes they won't even special order a title for a customer). Unless the self-publishing company allows the author to choose the price, the wholesale discount, and determine the return policy, wholesale companies are not interested in carrying the title. And, even if they do, you can't count on retail bookstores purchasing the books--just being listed in the catalog is no guarantee. It's all about controlling the bottom line, and there's no room on the shelves for books that might not sell. Keeping this in mind, if a self-published author wants book availability in these stores, some research will be required. Contact the headquarters of the chain and find out what policies are in place regarding print-on-demand. Be prepared before you make the decision, and you won't be unpleasantly surprised later. Being self-published is "being in business," and it's up to the author to know all the facets of the industry.

The second negative is, of course, the problem of promoting a book through avenues outside the retail bookselling industry. However, this isn't such a big deal because today's reader is more apt to buy books online than in a brick & mortar store. Amazon.com, Barnes & Noble.com, Borders, Powells--these are the biggest Internet booksellers and they have an audience that far exceeds anything the local bookstore can hope for. Almost without exception, most self-publishing companies upload their titles to all these places and more, as well as providing sales availability on their own website stores.

For the author who wishes to see his or her book in a "real" store, the independent booksellers are the best option. Visit your local indie store with books and promotional materials in hand, and become a face behind the name. Chances are, you'll find a home for your work. Libraries are another source for getting your name out there, and many public libraries are thrilled to host signings and presentations by local authors. Combine these activities with your Internet-working and you will have just as much advantage as the author who's published traditionally, but it may take longer.

If you'd like to see what New Concord Press offers by way of a publishing package, click here. We may be a small press, but each and every book is handled like a valuable masterpiece, from beginning to end. And, quite frankly, each book really is!

2009 Toni Leland