Publishing to Niche Markets
By Jerry D. Simmons | May 5th, 2010 | 1 Comment » (Click to add yours!)
When you consider the number of independently published books in 2009 exceeded 760,000 individual titles it is surprising that only a small percentage are for niche markets. The vast majority of all self-published titles are considered mainstream, which means they fall into the broad categories of general fiction and non-fiction. When you consider the competition in the mainstream marketplace it becomes apparent there is a real problem with marketing and selling books.
The major publishers as a rule do not avoid competitive titles or categories, rather they attempt to quickly jump into the arena and compete. This strategy has paid off for the largest publishers in the world but for smaller companies and individual authors this strategy can spell disaster. If you are writing or publishing what would be called a mainstream manuscript then the best advice is to start contemplating the market and how you can hopefully sell books the minute your last sentence is complete.
If you are writing to a smaller market, or niche market, where the competition for information is not as great then your path to book sales is not as competitive, but that doesn’t mean easy. Selling books in any market in 2010 is difficult and the best approach is to consult with a professional before making decisions and spending money unwisely. You can invest thousands of dollars in marketing programs that will never work for you book if you do not have the right strategy in place. It would be a better choice to consult first and spend second. Publishing to niche markets offers opportunities if the author makes smart decisions.
Competition in Book Publishing is Growing
By Jerry D. Simmons | May 4th, 2010 | No Comments » (Click to add yours!)
The latest figures on the number of self-published titles indicate that last year more than 2,000 new titles per day were being published independently. The total number is a staggering 764,448 self-published titles rolled off the presses in 2009. While the overall demand for book sales dropped by 1.8 percent, the supply grew more than double digits. This indicates a clear disconnect with publishing and the marketplace for selling books.
Most of the so-called self publishers, often referred to as print-on-demand companies, are more interested in volume printing and not selling books. A true publisher would never create a business model that pays up front and not when the author sells books. The newest hybrid model of print publishing offers the author total independence and full distribution without forfeiting rights, ownership or control over their content. In addition the company makes money when the author sells books, not from the cost of producing a quality book.
If you are in the market for publishing independently then choose wisely. Publishing is about perception and if the wrong company produces your book the chance of becoming a successful author is greatly diminished. Make the right decision, seek professional guidance and don’t make a mistake that will hinder your chance of selling content in any format, print or eBook.
Print is One Option
By Jerry D. Simmons | April 28th, 2010 | No Comments » (Click to add yours!)
The business of publishing and distributing books into retail booksellers is overrun with problems for independent authors and small publishers. Not only do the large NY corporate companies control the marketplace but they force retail bookstores to pressure the little guys into paying fees for placement, in-store appearances and even nondescript and unrelated promotions. Since the retailer’s inventory is basically subsidized by the largest publisher they have little choice.
Every author wants a print book and that is certainly understandable. The public at this point in time is enamored with print. However, if you cannot access the market and gain space in bookstores you will have a tough time of marketing successfully. Nothing is impossible and anything can happen if you follow the Book Industry Standard rules for production. But the mountain is a bit steeper to climb when your hands are tied behind your back.
Print is but one publishing format, audio is another and the most promising is the eBook. That market is expanding rapidly and the opportunities for growth and exposure to booksellers is uninhibited for independent authors and small publishers. Every author who has a print title should also have an eBook. If you hope to capitalize on the market potential, the time to act is now.
Grisham’s Move to eBooks is Huge
By Jerry D. Simmons | April 27th, 2010 | 1 Comment » (Click to add yours!)
Any move by John Grisham toward eBooks provides a huge boost to the market for digital content. To give you some perspective the average bestselling author will advance anywhere from one to two million copies of a new hardcover, Grisham will advance five million. That gives you some idea of the strength behind the Grisham brand and also is another indication the eBook market is gaining steam and will continue to grow.
When anything new happens in publishing it is typically the biggest publishing houses that take the first step. Small or mid size companies rarely venture into unchartered territory without first watching what happens to the biggest. In this case they don’t get any bigger than John Grisham, unless maybe J.K. Rowling who still has not allowed her print books to be converted to eBook. But Harry Potter aside, the John Grisham move is a big step for eBooks.
Can eBook Sellers Control the Market?
By Jerry D. Simmons | April 26th, 2010 | No Comments » (Click to add yours!)
It would be a momentous leap from where we are today to a point where Apple and Amazon or any other online seller of digital content might possibly be in control of the bookselling market. Certainly anything is possible, but in this case not likely. Amazon has been working toward vertical integration from some time. They want to control all content by turning themselves into a publisher who can distribute and sell products to consumers without the need for outside assistance of any kind. That scenario is not only possible but could happen at some point but creating a dominant position capable of controlling the publishing market is a stretch.
Apple on the other hand doesn’t seem interested in controlling the publishing market, they simply want to be the best at what they do and create products that consumers want to buy. Producing electronic devices that consumer’s want places Apple in a position of supplying both the device as well as the content that goes into it, such as music for the iPod and eBooks for the iPad. The big publishers in New York are still in control and even though they are at the mercy of booksellers who distribute and sell their products they ultimately control the flow of content which in turn the booksellers must have to be profitable. It is doubtful that Amazon or Apple if they wanted could duplicate the process that book publishers have mastered over eighty years.
Information is Critical
By Jerry D. Simmons | April 23rd, 2010 | No Comments » (Click to add yours!)
After publishing a recent newsletter I received an email from a long time reader asking, “Why are you writing so much about eBooks?” The answer of course is that I write about what the industry is talking about. I want to make certain that my readers are up to date on the latest topics of interest and how it impacts them as authors.
It takes time to read articles, talk to experts and pull a newsletter together to present to my readers. My focus is on the latest publishing information which I believe is critical to success as a writer and author. I enjoy explaining how the business works and hopefully offer ideas and tips that make reading the newsletter worthwhile.
Certainly at this time digital publishing is the talk among New York publishers and the reason I have shifted my efforts to digital is because I want everyone to be aware of the opportunities. I try and provide a free information service both through my newsletter and web site. The eBook publishing and distribution program utilizes my years of experience and provides opportunities for independent authors.
Anyone who is a regular reader of my newsletter understands that eBooks are going to open doors far beyond what print books will ever be able to offer. For anyone reading this blog, converting a manuscript into an eBook is easy and creates a new format for which anyone can sell content.
Book Covers
By Jerry D. Simmons | April 22nd, 2010 | No Comments » (Click to add yours!)
This is a subject where everyone has an opinion. We each have our own preferences, likes and dislikes, however there are some very basic rules to creating an effective book jacket. For those who want to blaze their own trail, that’s all fine but I’m sorry to say you will lose potential readers if you don’t pay attention to the rules.
For all their faults, the New York publishers are experts at packaging books. Their designs are outstanding and set the standard for everyone else. If you place a dozen books on a table, including your own, and anyone can easily pick out the self-published title, then you will lose sales.
Consumers are not interested in books whose cover does not easily and quickly identify what the book is about. Either from the title, subtitle or cover design. If your book does not indicate category in the blink of an eye then readers will likely pass by without another thought and you have lost a sale.
The next time you visit a bookstore pay close attention to the covers of the books in your category of writing. Then ask yourself one simple question: Does my book look similar? If the answer is no then you need to start over, if your answer is yes, take a long look in the mirror and be honest. If you still feel like you have an excellent jacket that fits the market then congratulate yourself and your designer.
The Various Publishing Formats
By Jerry D. Simmons | April 21st, 2010 | 1 Comment » (Click to add yours!)
Most writers when discussing publishing think of print since that has been the predominant format for more than eighty years. Now the market is shifting and digital publishing or eBooks are settling in for what appears to be a market explosion. The eBook has been around for more than ten years but the rapid growth of new eReading devices provides the market with the fuel to ignite a massive growth in eBooks and digital content over the next five years.
With print there are three primary formats: hardcover, trade paper and mass market paper. The vast majority of independent authors prefer trade paper which is the easiest and least expensive way to print books. Audiobooks have been around for many years but remain static in sales due to the high cost of the product. The reason is that professional voices are the best way to market and sell Audio. The consumer will purchase an Audiobook based on the voice as opposed to the author and the cost of hiring a professional voice forces the cover price well above the cost of the hardcover.
As an author with a print book, creating an Audio can be expensive and time consuming. The investment should be made cautiously since the market is not growing at this time. That is the exact opposite as the digital book or eBook plus the cost of entry into that market is a fraction of the cost of print. Any author should consider various formats for publishing their writing and eBooks at the moment is an investment well worth the cost.
Marketing the Brand
By Jerry D. Simmons | April 20th, 2010 | No Comments » (Click to add yours!)
Early indications in the eBook market are that brand marketing is working. In the print business the author is the brand and typically that means bestselling authors with huge audiences that sell millions of copies. Not so in the digital world, it appears that brands are selling for category titles.
When thinking of brands, consider THE DUMMIES SERIES, or CHICKEN SOUP and even HARLEQUIN BOOKS. Those are brands which have worked in the print business, but beyond that Wiley has never been able to create a brand for their notable business titles and neither has Tor for Science Fiction/Fantasy.
Paying attention to market movement of titles by category is important and will provide a huge boost to authors within the INDI Publishing Group Global Distribution Program for eBooks and Audiobooks. If you have not considered converting your manuscript to digital format, now is the time. Send me an email for more information.
Early eBook Lessons
By Jerry D. Simmons | April 19th, 2010 | No Comments » (Click to add yours!)
Seems the small and niche publishers that were early adopters to the eBook market have run into some trouble. Sources have told me that many who tried to short cut the conversion process from manuscript to eBook have been unsuccessful in the download to eReading device. This error voids the sale and after a number of successive failures the online catalogs cancel the titles causing problems.
As with any relatively hot, new market there are tons of web sites and individuals offering discounts on converting manuscript to eBook. The problems are these quick and easy, let’s make a buck, fly by night schemes do nothing more than separate authors from their money. It is an unfortunate part of being an independent author, the fastest and cheapest is usually not the best.
If you want to get your manuscript converted into a marketable eBook with global distribution then let me help you. The process is not difficult as long as you have credible sources that can provide a service for a reasonable fee. The market for eBooks is only going to get bigger and the authors that succeed are the ones that team up with a reliable source for distribution. Learn the early lessons and be part of the best.
