Back in March, I wrote a post weighing in on the self-publishing vs. traditional publishing choice. At the time, I was stunned by a report from a Digital Book World survey . Although I didn’t mention it in the post, I couldn’t believe that one of the main reasons surveyed writers said they were interested in pursuing traditional publishing (76%) was the “marketing support from a publisher.”
At the time, I didn’t really want to pooh-pooh that on the blog—I wasn’t trying to slam my publisher(s) by outing this myth. So I ignored it, figuring those were just ill-informed writers who wouldn’t be reading my blog anyway.
But now, there’s been another survey published. The Bookseller’s and FutureBook’s annual publishing survey. Porter Anderson in his weekly Writing on the Ether column for industry expert Jane Friedman’s blog, quoted Sam Missingham: “Traditionally published authors say they need more marketing and publicity support. But self-publishing authors say they want to get contracts because they think a publisher will give them the very marketing and publicity support the traditionally published writers say they don’t get.”
It’s time to put this marketing myth to bed. Marketing support should not be your reason to go to traditional publishing, y’all.
There are other reasons to be interested in traditional publishing. Some writers cite validation. Some hope for excellent editing. Some feel strongly about bookstore distribution. Some have just always wanted to see their book on a bookstore shelf.
Marketing support from the publisher should not factor into your reasoning unless you’ve written a blockbuster-style, high-concept book. The kind of book that really will get a push from publishers, but doesn’t—ironically—need a push from publishers.
If you’ve written standard commercial fiction, most literary fiction, 95% of genre fiction…you’re not going to get much marketing from your publisher…or what I’m imagining that writers consider marketing support.
You might possibly get an ad in one of your genre’s magazines…I’ve heard of this occasionally happening—I haven’t experienced it, myself. You’ll get good shelf placement in stores on some occasions, depending on your publisher (more likely if it’s a very large publisher) and their deals with individual bookstores and chains…I get books on a tower near the B&N café the first month of the launch. They’ll send out review copies for you (usually only for the first book of the series, although I’ve lately gotten more ARCs). They list your book in the publisher’s catalog. This is your marketing. A lot of it depends on print and bookstores, both of which seem to be on the decline. If you get it, it will be a short-term push…not a long-term effort.
They’ve tweeted and done a giveaway for me on Twitter once. I’ve written for Penguin’s blog on several occasions. I’ve been interviewed for their newsletter.
On the other hand, I’ve paid in the past for the design and creation of my own bookmarks, business cards, postcards. I’ve always put together my own blog tours when I’ve done them. I’ve never been sent on a book tour—although I did tour once—on my dime—in a very small region. I’ve set up my own book signings. I pay for my own copies of books for promo reasons (I do get a discount) after I’ve used up my contracted author copies. I’ve set up my own online giveaways. Facebook (2 pages, 2 profiles), Twitter, blogging, LinkedIn, Google +? Me, me, me, me, me. I set them up, I branded myself. My website? Me. Designed by…me. Paid for by…me. Press kit? When mine was updated, it was all by me for me on the website I designed and created.
My friends who are traditionally published came up with their own book trailers. I’ve not done this, myself.
This isn’t intended as a slap at the PR folks at my publisher or any publisher. I’m sure they’re overwhelmed with work and represent many writers. It’s simply the way it is.
If you, in fact, are a traditionally published author and you’re waiting for your publisher to promote your book…you’re already in trouble. If you don’t earn out, you might not end up with a contract for more books. It’s the author’s responsibility to promote and brand…not the publisher’s.
Publishers do differ. Someone else’s experience will be very different from mine. But, speaking as a midlist author who has a couple of different series who isn’t brand-new to the business…I know I’m not alone in what I’ve experienced.
If you self-publish, you’ll be doing the same promo as if you were traditionally published.
This has been my public service announcement for writers today. :) I find plenty of reasons to enjoy being a hybrid writer…I just wouldn’t list marketing support among them since I find my efforts a good deal more focused, long-term, and effective than my publishers’.
Image: MorgueFile: Edouardo
Elizabeth – Thanks for your insights on what traditional publishers may/may not do to help promote a book. As you say, they differ. But in today’s world, I agree that writers have to be able to do a lot of marketing and promotion for themselves. I’m even seeing that topic as a seminar in some writers’ conferences. It didn’t used to be something writers thought about much, but it’s important.
Good post! I think most publishers are pretty clear about what they do/don’t do – but I think a lot of people are still wearing those rose coloured glasses :)
This is so very interesting to me, because I am one of those writers who believed that traditional publishing would provide those things. Thanks so much for the clarification.
As my publisher is quite small, they were very up-front with the amount of PR and marketing work I’d be required to do. I’m very much aware that marketing is something modern authors must take on as their own responsibility.
That said, I have found it easier to reach potential readers I wouldn’t have, by virtue of my publisher, who have an active social media presence, facilitating contact with other authors and readers. That’s something to consider, I think, which hasn’t been an issue in the past. A publisher with a good online presence can serve as a networking hub, putting the author in touch with people they may never have reached before.
I’ve had to market myself online, but my publisher was up front about that. I’ve set up my blog and Twitter and everything else, and set up my own tours. They have contributed to giveaways though.
Some of the marketing is a tradeoff. I do get bookmarks and a book trailer from my publisher, and they send out review copies, but they don’t deal a lot with bookstores. (I guess if they did, I probably wouldn’t get the former.)
Good reality check for writers, Elizabeth.
I can’t thank you enough for the frank discussions of the realities of publishing.
I’ve struggled for years with the writing only to finally realize the bug isn’t going to go away by ignoring it. That accomplished, there becomes the “professional author” component that is simply lost in the details of plot and perspective and narrative summary versus descriptive immersion and …
I’m a content mule and what I learn from you is that I must be a “product mule” as well. I am watching you and Hart closely on potential patterns to follow. I am so grateful.
Thanks.
Paul–You bring up a good point. Sometimes smaller publishers will be more agile online than the larger ones. Penguin is, in many ways, just starting out with an online presence (my division has both a new Twitter and new Facebook page…well, new in the last year or so). Social media presence may be something that writers should consider when looking for a publisher–if they’re going the trad-pub route.
Alex–Definitely a trade-off, so true. Sometimes publishers will offer some tools (bookmarks, trailers, ARCs), and not others.
As always, it’s the top percentage that gets the marketing dollars. It does seem that it doesn’t matter how you publish – a book is going to do how it’s going to do, regardless. :) Thanks for sharing. I think marketing is a huge reason self publishers consider traditional – or the hope of it.
Exactly, Elizabeth. Online presence is an absolute must in terms of things to consider for any author. You have to know everything you stand to gain from a publisher, and if you’re considering a deal with one that has a weak social media presence, you have to decide if the extra work you’ll be required to put in is worth your time.
Great post, as usual. Your thoughts on this before solidified my feeling that I wasn’t missing anything in the marketing department if I went indie. Thank you again.
Having said that, I still find it hard to believe that publishers won’t at least *advise* their writers on how to market- how much would that cost them?
Oh, yeah… totally with you… I like traditional for a number of reasons, most prominent of which is ‘I’m not really a polisher’–I like the professional backup. But marketing… THERE the traditional for me is more the idea of ‘potential’–I have some pipe dream of a YA book with all this merchandising and a movie deal… but you know me… 2 parts optimist 3 parts delusional.
It’s not a bad idea for writers to price a few things ahead of time–e.g., having a professional website designed, printing up bookmarks and business cards, etc. Get an idea of the financial outlay you’ll be expected to come up with. If you write YA, “swag” is all the rage, and it can get expensive. Take those costs into account when your agent negotiates an advance. Also, you may get a bit more out of your publisher if you try to negotiate line items: “I’d love to go to X conference. Could you pay for that?” You never know if you don’t ask.
Margot–I guess this all started in the late 90s? The big online promo push.
Deb–It would only cost them time. That being said, I’m sure if I contacted my PR department at Penguin, they’d point me in the right direction if I had a specific question. But you’re right–if someone needed a full tutorial–how to communicate on Twitter, how to set up a website–I don’t really see that happening. But it would be a great move for them…hosting some sort of online tutorial for new writers.
Hart–I think delusions keep us going sometimes!
Claire–You’re a smart businesswoman! I didn’t think about the fact that some genres need more swag than others. YA, for sure. Romance seems to use quite a bit, too. Cozy mystery…we’re *supposed* to. :) I haven’t done a good job on my end with that.
Jemi–I think agents have done a good job spreading the news on their blogs, Twitter, etc. Not sure the publishers have, though.
Karen–I wish that I had better news for everyone on that front! But there are other advantages. :)
Most writers don’t realize how little publishers do to promote books. Only the slated best sellers get the marketing $$, and no, they often don’t need it. Add to the fact that publishers will only promote a title for 1-3 months and you can see why it’s so important that an author promotes his or her own work.
Jack–Glad it helped. The whole business aspect is so easy to lose when we’re focusing on improving our craft. There are only so many hours in the day.
It really worried me to see those high numbers in those surveys. Informed decisions are so important. It’s okay to choose trad-publishing…but not okay if we think it means they’ll help us out with the promo.
Love the way you put that! (And that’s from a fellow content mule.) You’re right…we’ve got to be multi-talented multi-taskers. Write-promote-write.
Diane–Exactly. And when I read publishers and agents defending the marketing they do…okay. Yes, the things I mentioned are in place. But we’re in a different age of bookselling now–the digital age. There’s no need to limit marketing to the release month and the few months before it. Books need long-term efforts in the social media sphere. It’s very cheap. Yes, it’s time-consuming. That’s why writers aren’t crazy about doing it! We’d rather be writing more books.
This is what I’ve been hearing for years and I understand why publishers have to take this approach. Mass media promotion is very expensive. Many celebrities pay a PR person or firm to market them, but the typical writer can’t really afford to do that. Guess who gets to do the marketing work in that case? That’s when a solid platform from blogging and other sources becomes useful. It’s nice to have friends and contacts that will help with one’s promotional efforts.
Great eye-opening piece that the dreamer authors need to heed if they’re thinking that all they have to do is write something and wait for a publisher to sell it for them.
Lee
Tossing It Out
Lee–Thanks for coming by. You’re right–for the more affluent writer, an excellent solution would be a PR person (there are quite a few that help writers out there) or a virtual assistant. You’re also right that most writers can’t afford it. Very good point that writers can trade out promo efforts in either an organized way or a casual way.
I have two traditionally-published Tarot books and am under contract for two more (with a great publisher giving me 50% of digital sales AND allowing me to set my own press). They do physical books, as well (the owner used to be with Random House and it located in the UK with tons of imprints).
I also have about a dozen self-published eBooks.
This information is DEAD ON. I do more for marketing my books in one MONTH (sometimes, in a week) than any of my publishers ever did for me in the 1-6 years of publication.
Thanks for your honesty. I’ve heard the same thing.
Elizabeth, thanks so much for this! As a newbie self-pubbed mystery author, I struggle with the promotion side of things, but at least I feel better knowing that it wouldn’t be that much easier as a trad-pubbed author. But what feels like a big disadvantage is not being able to have my books in libraries and bookstores. I get puzzled and sometimes skeptical looks from folks when I explain that my novel is only available online (although both ebook and paper). A book club recently passed on picking my book, because it wasn’t available from the library. Sigh.
hi!
l absolutely love your blog- i found it so engaging and beautifully written.
lt would mean a lot if you could check out my blog. Maybe we could follow each other? :)
~1000thingstodoinalifetime.blogspot.com
I haven’t published anything yet, but thanks for this input!
http://www.modernworld4.blogspot.com
THANK YOU.
I’ve been saying this for years.
You are the very first traditionally published author who has confirmed it.
(Oh, and the other reasons authors want a traditional publisher? I don’t believe any of those either. If you’ve already got a relationship, that’s one thing. If not, I see zero reason to chase one.)
KB, take it from me, even having your book traditionally published is no guarantee of it appearing in a library or bookstore. There’s a lot of networking to be done by the author.
Julie–Thanks for visiting!
K.B.–You’d be doing the same amount of promo–trust me. Not only that, you’d be sweating it because you need to get those books sold to ensure that the publisher wants more books in the series. (And so you earn out your advance and can make royalties.)
I think you’re going to run into fewer and fewer people who ask if they can pick up your book at the store. I write for an older demographic and one thing I’ve noticed lately is that they’re really using the internet for purchasing now…and I’m thinking my readers have got to be the last hold-outs for ebooks. They’ve mentioned Kindle because they can increase the font and they like to order through Amazon so that they don’t have to drive (some can’t still drive).
As for book clubs–I struggled in June to connect a book club in Mt. Pleasant, SC with enough library copies of my books to be able to be a book club pick for them. Finally was able to piece together 7 copies of a single title in that county (through the county lending program) so that there were enough copies to share between them. And I’m with Penguin, so…it’s just tough to get those types of gigs.
Gina–Thanks for coming by!
Janet–50% of digital sales?? Now that’s a sweet deal.
I hear you on the promo. What publishers do for our books stops after the first month of publication—but hey, we still need to earn out our advance, so we have to hustle the books ourselves.
Joel–I totally agree. Now, I would have (just knowing me) wanted *one* book trad-published, just since I’d wanted that since I was a 2nd grade Nancy Drew fan. But that’s just because of that little obsession of mine that drove me. The rest…you can find a really excellent freelance editor that will be as talented as a trad-pub editor (frequently they used to *work* for a trad-pub). And if we’re seeking validation….well, our friends and family simply don’t understand the way publishing operates these days if they don’t think self-pub is a viable way to put books out. Distribution is ceasing to be an issue at all as bookstores rapidly close.
Paul–Mine are in most US bookstores, but not all the books in a series are. I visited a store in my home town a month ago and found copies of two of my books there–from two different series. But none of the other books in the series, so someone would have to special-order them. Libraries are the same way. This seems to frustrate readers, although I write the books as standalones. There’s not a whole lot I can do about it, since libraries are experiencing so many cut-backs with the recession.
Kate–Thanks for coming by. I’ve followed your blog.
I suppose it’s more difficult for me, being a US-published author living in Ireland. I had one bookstore rep who had the nerve to tell me off for not having an Irish publisher.
Over here, it’s very difficult to get books into stores if your publisher doesn’t use one of a very limited selection of suppliers that a given chain uses. And even then, there can be delays and pricing issues.
Paul–That would be very annoying. We’ve got chains of suppliers here, too, but *most* of the US uses the same ones (I can think of a couple of exceptions). And we’re lucky here that international authors’ publishers (those who don’t have their books picked up by a US publisher) would sign onto those distributors. It would be worthwhile for them, since there are so many stores…right now, anyway. Seems it would be in the Irish stores’ best interest to allow you to consign your books in their shops. Although it would be a pain for you to have to drive around and drop off copies.
That’s been offered me in some cases, but I would have had to wait for each copy to sell before getting paid, and when you factor in travel costs and ordering stock, it’s a lot of investment (in time as well as money) for a very small return.
Paul–Absolutely. And gasoline isn’t cheap, either. And you’ve got little mouths to feed. :) (Don’t we all!)
I’ve taken to just advising people that my books are available on Amazon, but that they can ask if their local bookstore can order them in. Trying to handle bookstores myself takes too much time away from other priorities, and since I’m still such a new author, my presence on a bookshelf will still be very small, until I have more titles available.
Paul–That sounds like a good tactic.
Excellent post Ms. C!
I’d spent 30 years in sales and marketing when I decided to write. One look at traditional publishers’ business model told me all I needed to know about their marketing commitment.
A friend of mine (CherylStyle ignored my advice and later told me, “What a mistake. These people have never heard of Bookbub, Goodreads, or even Facebook. They don’t know 21st Century marketing — thirteen years in!”
Thanks for setting the record straight.
Peace, Seeley
Writers marketing themselves is here to stay. There. I said it. :-)
I think every writer dreams of signing with a publisher who will send them on book tours, vitual or otherwise, and back them 100%, but let’s face it those days are over for the average writer.
I think of it as building my brand which is something a publisher can’t do.
I love speaking and connecting with people both online and off, so I arrange book signings at the bookstores and look for other similar opportunities. I say use your strenghs when thinking about marketing instead of trying to do what everyone else is doing.
Hi Elizabeth
Great post, thanks, both for the openness regarding your own experiences and the great discussion in the comments.
It seems that the real boon to being trad pubbed is the distribution, although as Geoffrey points out, unless people know about you, or you’re lucky, having your book in a store makes very little difference!
I think the temptation for indie authors, and certainly for me, is to imagine that a trad pub deal will magically open doors and tell the world about your book, and a post like this is useful for dispelling that rather dangerous myth. As with all these things, it’s about steady hard work and not giving up, regardless of how you’re published!
thanks again
Mike
Elke–Good point about capitalizing on our strengths! Some of us are more comfortable behind the wall of a computer, some are great public speakers and do better interfacing with the public.
Great post, & good discussion.
I’m newly, conventionally published, and I’m learning fast, but here’s what I’ve learned so far:
I totally agree that authors should forget the publisher marketing. That ain’t a bullet at my own publisher, it’s a recognition that by the time they’ve paid for editing, cover art, and printing, there are no $ (or £, over here) left for ‘marketing’. Unless you are pub’d by one of the big houses (I’m not) and even then, unless you’re one of the very few selected for marketing hype, you are largely on your own.
What the publisher does have is (a) distribution and (b) credibility.
Distribution: If you’re pub’d by the big guys, you can be on 2 for 1, cover out, front of store, in the big bookshops. If you’re pub’d by anyone else, you’ll be spine-out, back of store, big stores only, so the reader has to ASK for the book. Which means they have to know about it. Which means author marketing. If you’re self-pub’d, you probably won’t be there at all, but you will be on Amazon etc.. Ditto author marketing.
Credibility: If you’re pub’d by the big guys, you MAY be reviewed by the national press and seriously influential media. If you’re pub’d by anyone else, you MAY be reviewed by the genre press and key review sites. The publisher will send out ARCs and their imprimatur may get you read. If you self-pub, you’ll probably depend on friends, family, and your network/platform to review you on Amazon and Goodreads.
So I’m now sending out copies to influential reviewers, in carefully researched, rifle-shot marketing. I do NOT blame my publisher for not doing this; they are not resourced to do it and they have to stay in business. They are providing the review copies, I’m doing the rest.
It’s a hierarchy of leverage. Until the author acquires a big enough name to fly solo, the business question is whether the additional leverage of the publisher offsets the lower author margin.
The absolute for all authors, whatever their route to market, is never, ever, publish before your book is of a quality that can look the big guys in the eye.
Seeley-Thanks!
They’re seriously behind the curve with social media and they’re working very hard to catch up. Right now I have about 22,000 more Twitter followers than my publisher’s imprint that puts my books out. It will take a while. But I’ve been working hard for years.
Geoffrey–Good points. And you’re right–the publishers don’t have the time or money or will to promote. And–they’re not agile in marketing (at least, they haven’t shown it yet. Social media is very effective and they’re still working to develop a presence and following there.
You’re also right about the big reviewers. I’ve gotten PW and Kirkus, ForeWord, and a lovely Washington Post mention. But I’m not sure if they translate into sales (they sure don’t hurt, though). I wonder how my readers connect to me. Is it through a friend recommendation? Or are they reading the Washington Post?
You’re doing a good job with your research and review copies! Your publisher is lucky to get you. My ARCs were more randomly distributed this time–to Goodreads for a giveaway. The tacit agreement is that they’ll give me pre-release reviews for Amazon. We’ll see.
Very important point–if we self-publish, we need to make sure there is quality control. It’s important to be able to both compete–and not turn off readers.
Thanks so much for coming by and best wishes for the new book.
Michael–Bingo. It’s distribution to bookstores and libraries. That’s really the one last really unique offering that traditional publishing can give a writer. How important is that to the writer will differ. And it will only be a bonus for so long…stores are closing with regularity (and I do love bookstores, so I’m sorry to see them go.)
I’m with Penguin…one in a fairly crowded genre. I get a very nice debut shelf placement, then I go spine-out in mysteries. And I’d better sell, or else the books end up headed back out of the store as returns.
This topic has been on my mind a lot for the last year. Though I’d love to take the trad pub route, I’m aware of the limitations (though I do like line edits!). I think it is the hybrid route for me since I’ll be doing all the marketing anyway. :) Thanks for the post!
Robyn–I do enjoy being a hybrid writer. I feel like the trad-pubbed books serve as good advertising for the self-pubbed and vice-versa. I’m hoping I’m reaching different segments of readers and looping them into my other series. So, for the trad-pubbed, I’m reaching the folks who do still hang out at the libraries and bookstores. With my self-pub, I’m reaching readers who shop primarily online. I’ll sometimes hear from readers on Facebook and email who tell me that they’ve enjoyed the different series. And Amazon does a great job with connecting them to my other books.