Seven Reasons Why Every Author Should Have an eBook
By Jerry D. Simmons | October 12th, 2010 | 2 Comments » (Click to add yours!)
Ask anyone and they will tell you that book publishing is about printed copies. It has been the standard for decades and even though the eBook has been around for more than ten years, they only represent about 5 percent of total book sales. So why should any writer or author seriously consider an eBook version of their work?
The print book business is handicapped for the small publisher and independent author. The marketplace is not equal competitively because the largest companies have all the advantages and will continue to dominate as long as they can afford to subsidize falling unit sales. In addition, most small publishers and independent authors do not have direct access to booksellers and even when they do, placement fees are prohibitive. These are the problems with the print book business.
The digital or eBook market is a bit different and here are the seven reasons why every author should have an eBook edition.
(1)The biggest hurdle for the burgeoning digital market is lack of availability of titles. The largest publishers have decided to delay release of major books from bestselling authors so not to damage sales of their hardcover editions. They also have refused to release their entire backlist catalog of older titles for fear the lower priced eBook will cut sales of the printed versions. These are all reasons for eBook market placement by small publishers and independent authors as quickly as possible. It’s not always best to be the first to market, but it’s best to get in when the opportunity exists, and that is now.
(2)The cost of an eBook entry to the market is a fraction of a printed book. Industry analysts have said that the average cost of getting a manuscript printed from one of the large print-on-demand (POD) companies is $2,300. That includes all fees, services, products, marketing packages and any other item they can sell the author. To avoid print and ‘go digital’ you can convert a Word document with a manuscript into eBook format, compatible with all major eReading devices for a fraction of the cost of print. This includes any necessary changes from a printed to digital cover. Basically the total cost of going from manuscript to eBook is a fraction of the cost of a new print book.
(3)In the print business, merchandising a book within a retail book setting is key to sales. Publishers know that placement in key areas within a store is critical to success. However the placement fees for prime space within a store is astronomical and well beyond the capability of the average small publisher. For eBooks the merchandising consists of titles being grouped within categories alongside all other titles published within the same genre. There are no current merchandising or placement fees associated with eBooks. That doesn’t mean there won’t be such fees in the future. Right now, the print industry grandfathers titles already on the market which would exempt titles placed in eBook online catalogs from having to pay any possible future placement fee. That’s another reason to get into the market quickly.
(4)Content size is meaningless in eBooks which are viable as a product with as few as 10,000 words. Such short manuscripts are absolutely not possible in print. This opens up all kinds of possibilities for short fiction, such as short stories and quality content in non-fiction from individuals not inclined to write a 50,000 word manuscript. Anthologies were never popular in printed editions for a variety of reasons, yet today with an eBook the market for anthologies is wide open. Another soft category for sales was poetry, yet with eBooks, the size of the content is not important; it’s the quality of the writing and poetry is now seen as another possibility within the wide range of content applicable on an eBook.
(5)Pricing of eBooks provides the small publisher and independent author with advantages over their larger New York competitors. That’s because the big houses have tremendous overhead that has to be accounted for, in addition to healthy royalties for digital editions, to authors and agents. Not so in the eBook market where the small company can price aggressively and undercut major competitors without impacting margins like those found in print editions. It’s virtually impossible to price well under competitive titles in print, but eBooks are like unchartered territory where you can do just about what you want with pricing and make up for it in volume.
(6)Access to sellers of eBooks is open to any small publisher on equal terms with all other publishing companies. In a nutshell, distribution for the printed book is controlled by distribution companies who work almost exclusively with the large New York publishers. This is not so with eBooks where most of the distributors are ‘tech people’ who happen to be interested in distributing a product that has the potential to sell. Certainly Amazon is grounded in the print side of publishing and will continue to make it difficult for small publishers, Barnes & Noble is struggling and Borders Bookstores is strapped for cash and sales. The bookstore experience is fading much the same way of the eight-track tape and Beta for videos. As the market changes so must we and as of right now the eBook is the most attractive way to publish.
And finally…
(7)It’s the right way to launch new material into the marketplace for consumers of reading material. For writers who are still trying to decide how to publish or launch their career, consider this fact: there were over 760,000 new titles being published in print last year. The best guess on new eBooks is only about 50,000. Now go back and read again all previous six reasons why you should publish an eBook and I’ll even add one for you—in publishing the more you can blaze your own trail and separate yourself as a writer from all the other writers in the world, the better chance you have of finding an audience and making a name for yourself as an author. Even though the market for the eBook is still small, I’d much rather take my chances against 49,999 other eBooks than I would against 759,999 other print books especially when I cannot price aggressively, gain access to booksellers and pay 75 percent more for a print book than an eBook.
It would be unfair to make you think that an eBook edition of your writing is suddenly going to be a huge success and sell tens of thousands of copies. However you have a much better chance of that happening in an eBook than you do a printed version for all the reasons mentioned above. This digital market is just getting started and there will be nothing but more opportunities ahead. Recently an author asked me for the negative side to publishing an eBook and to be perfectly honest, I couldn’t think of any!
The whole point is that writers need to find a market for their writing, a place to share their story or message with readers. The digital market is not the perfect answer to the dilemma of selling books, but it provides a legitimate opportunity that is not available in the print side of publishing. As eReading devices with new and enhanced technology enter the market the number of eBook readers will grow. It’s predicted that in 2010 with the launch of the iPad, there will be more than 15 million consumers of eBooks. That represents a three-fold increase over last year.
I’ve been in publishing since graduating from college in the late 70’s and during that time there have been five major events in my career. The tremendous opportunity available to authors with the emergence of the digital market and eBooks is certainly one of those five. Make no mistake, this is a profound event in publishing, the big companies are going through major internal changes that quite possibly will shake them to their foundations and change the way they publish books forever.
We are entering a new phase in the history of the printed word, one that may start the demise of the printed book. Not the total elimination of printed books but the continual decline of the print side of publishing. The future is digital in the form of eBooks. Print will remain a part of, but will not be in the dominant position it has held up to now. This change will take years but it is coming and the time to capitalize on the opportunity is now—today. If you have not considered an eBook, then change your thinking. There is no better time to get into the market. Make your eBook part of your overall publishing program, but don’t avoid and don’t delay.
Three Steps to Profitability
By Jerry D. Simmons | September 16th, 2010 | No Comments » (Click to add yours!)
In November of 2005 I wrote an article titled “Who is Making Money in Publishing?” Since that time the market has changed dramatically. There are still only two groups that are making the really big money and they are (1) mega bestselling authors, and (2) major retailers such as the mass merchants that sell more than books. However the strategy of the independent author has evolved and I can see many more ways to be profitable on your own as an author than five years ago.
Step number one to profitability is you absolutely must work with a professional mentor who can advise and guide you through the process. It is critical that your book be (1) packaged properly, i.e. the cover; (2) priced to the market and not at the level valued by the author, and (3) perhaps the most critical, is market and category positioning. The single biggest mistake of the New York publishers is placing a book in the wrong category and positioning it improperly which typically means a title will fail to sell copies.
Step number two to profitability is the marketplace today is ideal for the independent as long as they understand the opportunities that are available. This step is a great reason to work with a professional mentor. Someone with decades of publishing experience can provide insight and spot opportunities the lone writer may never discover. The price is worth the result!
Step number three to profitability is help making in making key decisions. Once the decisions are made on the package, price and market position the key is deciding which format is best to launch a career. Would it be print? Or digital? Or both? The answers vary according to the author and their goals. Print is more expensive and distribution has many obstacles. Digital is still new but growing however the cost of entry is much less expensive and the distribution is wide open. Finally launching in both formats needs to have a very specific purpose otherwise is makes no sense to launch in both.
The investment in a professional publishing mentor is a few hundred dollars and will return benefits for a very long time. You are only a first time author once and you can only launch a book on time. When you ring that bell it can never be un-rung. Think about your career and seek help.
First Step to Publishing
By Jerry D. Simmons | September 15th, 2010 | No Comments » (Click to add yours!)
The multitude of options that writers have for publishing their work can be overwhelming. Of all the decisions that need to be made the single most important is selecting a mentor or publisher that will work with you and offer professional guidance. Signing with a company offering the lowest price is the most common mistake writers make. Success as an author is based on the image and perception you create for your writing and that publisher will define your work.
If you decide to go it alone then at the very least consult with a mentor who is a publishing professional before doing anything. Making decisions without all the information is a huge mistake and may cost you thousands of dollars and hours of time not to mention a badly published book. Publishing on your own without experienced guidance is a bad idea.
Publishing independently requires investing in a quality product, print or digital, which maximizes your potential to become a successful author. Never, ever try and cut corners or purchase the least expensive service. Spending a few hundred dollars more for being associated with a quality mentor or publisher is in the best interest of all quality writers. Don’t shortchange yourself unless your personal writing goals do not extend past friends and family. If you truly want to be taken seriously as a writer then focus on producing a quality product.
Writing and Publishing
By Jerry D. Simmons | September 14th, 2010 | No Comments » (Click to add yours!)
The fact that someone completes a manuscript does not make them a writer with something worthy of publication. There is much more to publishing than throwing content together and having copies printed. In fact, anyone who thinks they can simply write, print and become successful does not understand the marketplace. Writers who are serious about their craft need an editor and mentor or publisher if they hope to have a chance at success.
Every indication is that the digital market is here to stay and according to the largest retail bookstore chain in the country will be the only reason book sales grow in the future. Any author with a print book who is hesitant to consider an eBook edition is missing a great opportunity. Certainly there are plenty of free and even cheap formatting programs which create digital files however the global market dictates professional quality formatting for your manuscript.
Do not under estimate the assistance a mentor or publisher can provide when you consider an eBook. Published content, whether in print or digital is still content and must be handled by someone with experience. Success comes at a cost and if you want to have the best opportunity to succeed, never shortchange your publishing options and or opportunities.
Surviving and Thriving the Changes in Book Publishing
By Jerry D. Simmons | September 14th, 2010 | No Comments » (Click to add yours!)
On April 3rd, 2010 book publishing changed forever. Apple launched the iPad, a digital reading device that officially heralds the dismantling of the big publisher model that has been dominant for more than sixty years. A new bench mark has been created and a universal platform is now established that allows every writer, publisher and business to profit without having to rely on a major publisher.
Welcome to the new world of electronic publishing! There are three important trends in publishing today.
The first is that you no longer need a major publisher to be successful. You can be small and independent. You, the author, can retain all rights, ownership and control over your content and make a conscious choice to publish on your own.
The second is digital publishing is coming of age. eBooks are here to stay and their numbers and proliferation growing exponentially. Writers, publishers and businesses finally have an open and level marketplace for their content.
Finally, the days of traditional publishing are numbered. Another giant industry that dominated the 20th century is about to bite the dust.
From the day the first mass-market paperback rolled off the presses in the early 1950’s book publishing has followed a very simple path, print and ship. The business evolved from paperback in supermarkets, to hardcover in mega bookstores. Nothing really changed in the way the publishers conducted business for almost 50 years. Terms of sale, discounts and distribution remained fairly static and print on paper for mass consumption and entertainment was the cornerstone of traditional book publishing.
The first inkling of change came with the introduction of computers in the workplace in the early 1970’s. This was when people first started reading electronic files on computer screens and the first electronic books were produced. By the 1990, people were sending email and file attachments with tens and even hundreds of pages in length. And along came the Internet and graphical interfaces. By the year 2000, millions of people became adept and ever more reliant on computers and the Internet and document transmittal got easier and faster.
Electronic books (eBooks) broke on the scene in 2006 when Sony introduced their eBook Reader. Amazon launched the Kindle in 2007 and as the market for eBooks began to take shape as more and more independent publishers made significant inroads and achieved sales and financial success. In 2008 and 2009, the major publishers started paying attention and getting concerned in earnest as electronic publishing and eBooks began to occupy a significantly greater role in the publishing picture, so significant that they even began to pose a perceived threat to the traditional publishing business model.
The tectonic shift in the marketplace occurred when Apple released the iPad, remarkable and elegant book sized machine allows people to see books in color with ease and crystal clarity.
Suddenly the publishing world is turned upside down. With the Internet, marketing can be readily done by anyone. Big publishers and bookstores are no longer the only way for authors to reach the masses. In fact, they may no longer even be needed at all.
What will publishing look like in the next ten to twenty years?
Will bookstores disappear? Are the days of traditional publishing with paper books being sold in bookstores numbered?
Digital book publishing is going to change the dynamics of the industry forever in five major ways. The big publishing companies may not survive because the new technologies allow little people, the writers, the small publishers and the individual creative businesses to create value packed products, communicate and market directly to their target audiences, and profit handsomely from the change.
The marketplace for distributing and selling eBooks is wide open and not restricted by the largest players in the world. Distribution to large numbers of eBook buyers and sellers online is accessible to everyone and not currently limited nor restrained by a dominant group of traditional big publishers.
The cost of entry into the digital marketplace is a fraction of the cost of print and is affordable by just about anyone who owns a computer. Converting content to an eBook format compatible with all the leading eBook Readers is a tiny investment considering the possible return. While global distribution may require translation into foreign languages, there is no cost associated with printing, warehousing, shipping and handling of paper books.
Author royalties and publisher products are substantially higher than is possible if a writer were under contract to a large publisher and significantly more than what is possible as an independent author with a distributed print book. The Return-On-Investment for any eBook is a fraction of what it costs compared to print. The potential profit margin for digital content makes this an exceptional investment for the creator and provider of content.
Digital or eBooks can be created with rich interactive multimedia content. This expands the entertainment potential and possible enjoyment people can experience and opens up the realm of publishing in ways that have yet to be defined or imagined. The same technology will support a sixty or seventy thousand word text as readily as a 100 word children’s book filled with pictures and illustrations. Animations, video, or dynamic entertainment of any type that can be designed to be published, marketed and delivered on wireless communications systems anywhere in the world.
Pricing for digital content is more dependent on volume than margin. Print books must maintain viability as a single unit for sale and be priced to cover all fixed and future expenses. The pricing for eBooks and digital content is simple and basically just focuses on the upfront creativity and production costs. There are no future reprint, shipping or handling costs associated with the production of eBooks and digital content.
To date, the major publishers have argued that the economics have not been right for a major shift to the digital world. In fact, the fear of lost print sales has stymied the widespread introduction of older titles for release as eBooks. This fear is important and real. The big publishers are worried. As well they should be.
Digital publishing and eBooks threaten traditional publishing and the survival of the the six largest world-wide publishing concerns, like nothing they have ever seen before. How will they survive? Time will tell.
Going Digital
The digital market offers tremendous opportunities for independent writers, publishers and businesses large and small to profit from a digital publishing model that in effect becomes an extension of their own marketing.
However to succeed in the new world is not simply a matter of throwing content together and converting it to an eBook. Quality matters. Content matters. Value and the customers experience matters. There is a right way and a wrong way to proceed.
Until April few businesses had any opportunity to utilize publishing as a mechanism for marketing. But now, the digital world has provided a new and exciting way to market the product or service of any company, publisher and writer. The shift in the marketplace and technology makes quality eBooks and quality digital content by quality people and organizations the most sought out commodity that the industry will make available.
A quality reading and entertainment or knowledge experience is what will attract customers and solidify the brand of the publishing companies of the next decade and beyond.
Those that short change the quality element of publishing are the ones who will fail.
Those that focus on creating and delivering superb quality are the ones who will distinguish themselves, attract the public interest and the sales that go with it.
For any individual or company to survive and thrive in the new digital marketplace they will need to utilize the skills of book publishers and work to create eBook and digital content that delivers notable satisfaction and personal enjoyment. Nothing less will survive the scrutiny and instant communication that exists in the world of today.
The changing landscape poses big problems for the print-on-demand publishing companies that are proliferating across the landscape today.
Paper is getting to expensive to offer and deliver. The writing is on the wall. The book printing costs are reaching levels that people will not accept. Environmental impacts and waste disposal costs will eventually be deemed unacceptable. The days of unrestricted book printing are numbered.
The Apple iPad offers a suite of standardized formats for eBooks and rich multimedia content. The barriers to creation are diminishing with the relative ease with which eBooks and digital content can be created. The marketplace allows for such a quick and easy dissemination of ideas among people that quality creative works can be shared and delivered to the masses virtually overnight.
With the ever increasing sales of iPads and devices like it, the flow of electronic content will increase. The possibilities are endless and while the eReading devices continue to improve and drop in price the more widespread the market and potential for success. A critical tipping point is coming soon. The market potential is enormous.
The opportunity that exists for widespread market penetration via eBooks and digital publishing has never been greater. Some writers recognize this fact, few publishers and virtually no businesses understand the market in a way that easily indentifies the possibilities. For a small investment a company has the potential to reach hundreds of thousands even millions of customers.
There is phenomenal opportunity for individuals as well as business and companies to take advantage of digital publishing as long as they start soon and make it a part of an overall marketing strategy. Those that seize the moment will be able to take part in the future.
Never Rush to Publish
By Jerry D. Simmons | September 13th, 2010 | No Comments » (Click to add yours!)
There are two things in this blog that are important, the first is that writers should never force their work. It’s important to discipline yourself to write but never force the words to flow, it will not work. Taking time off from your writing is a good idea, I’ve taken time off recently to regroup and recharge because there comes a time when you hit a wall and that makes the writing process much more difficult.
The second important thing from this blog is never rush to publish. There are exceptions to this rule, the first being the seasonality of a book such as diet and exercise in the early months of the year and news worthy stories that need to be told to capitalize on the timing of the book release. Something such as a political book before elections would be a good example. Otherwise rushing to get your writing out into the public creates unforeseen problems that act like dominos and can negatively impact the entire work.
On occasion take time off from your writing and never rush to publish. Keep both in mind.
Giving Away Content
By Jerry D. Simmons | July 22nd, 2010 | No Comments » (Click to add yours!)
I’m in favor of an author offering free excerpts of their writing. This is especially important for eBooks and should be strongly considered with free chapters of their print book. Recently one of my newsletter readers asked the following.”Last month you convinced me that my self-published book should be available for Kindle. Now I’m wondering if I should make the first chapter available as a free download, in hopes of enticing people to read more. Is that the kind of question you might address in your newsletter? If so, I bet a lot of other writers would be interested in the answer as well! Not quite sure where the line falls between publishing and marketing.”
This is a great question and the answer is yes, every author with an eBook should consider offering as much as 20% of the content free. This coupled with a low price point makes the content more enticing to readers. The bottom line is you want to sell more eBooks and the best way is a (1) offer a free download for a portion of your book, and (2) set a low price point for novels, a bit higher for non-fiction.
In addition, marketing is always important. You are an author with a book and yet your audience doesn’t know you exist. How do you reach your audience? That is a question for the ages and there is no set formula. Successful marketing involves a number of components in the right combination based on the genre and distribution for each book. For independent authors it means lots of work via social networking and posting as much content free on the Internet as possible. Marketing is never easy nor quick; my suggestion is to always consult with a professional book marketer before you spend money and time. Let them help you establish a strategy and marketing plan. You save money by following their advice. It would be a wise investment.
Digital Demand is Growing
By Jerry D. Simmons | July 13th, 2010 | 1 Comment » (Click to add yours!)
Experts in the digital marketplace all say that the future price of eReaders will directly impact demand for eBooks. Once the price point goes below the $200 dollar level, the demand should increase exponentially. Now that the price has gone significantly under that magic $200 level, expect to see tremendous increases in the demand and sales of eBooks.
Ironically all the eReader manufacturers such as Apple, Amazon and Barnes & Noble proclaim they are having difficulty selling more eReaders simply because the list of available eBooks is small. For the independent author and small publisher this creates a tremendous opportunity to capture market share and generate sales. There is no doubt that window is open for new digital content and the time is right to add your book to the list.
Major publishers are reluctant to release a wider array of older backlist titles simply because they do not want to cut into their print business which is the lifeblood of the big publishers. This creates opportunities for authors and with the right distribution, beyond Apple, Amazon and B&N the better chance you have of making a name for yourself as an independently published author.
Global Market
By Jerry D. Simmons | July 6th, 2010 | No Comments » (Click to add yours!)
There are a variety of stories circulating the Internet about authors who have suddenly become “successful” with eBooks and in most cases were virtual unknowns. Luck plays a small part since we all know that being in the right place at the right time always helps, but each author was also tenacious and a pretty darn good writer. There are thousands of writers with as much talent as the ones we have read about but each possessed a strong desire to be successful, worked extremely hard and marketed their socks off.
All of these success stories have been circulated by Amazon, where the majority has made their mark. However not everyone can depend on one web site for all their sales. The answer is a much wider, global distribution for your content, especially eBook. To improve your chances of success you must cast a wider net and reach a much larger audience, regardless of how much traffic one web site receives. Who can afford to ignore fifty percent of the market?
Access to the market and reaching readers through global distribution is important to improving your chances of selling more copies and becoming a successful author.
Your Publisher Defines You as an Author
By Jerry D. Simmons | July 1st, 2010 | No Comments » (Click to add yours!)
Writers who make a decision to publish independently in any format have plenty of choices. Since the eBook is a hot topic I receive lots of emails from companies touting their services. Recently I received a blind email from a consulting company offering to publish my book in an eBook format and offered me a whole list of added bonuses if I responded immediately. Obviously they purchased a mailing list and thought I would be a good candidate.
It seems the more that is written about the opportunities with digital publishing the more the competition for conversion from a vast array of people calling themselves publishers’ pops up in our inbox. The real decision for any writer is: who do you trust with your writing? Understand that your publisher is the one who defines you as a writer. Your publisher is someone you need to feel confident in their ability to maximize the potential for your writing.
Printing is not publishing, creating a Kindle edition and throwing it up on Amazon is not publishing. This is a business of creating content that offers the reader something special. Good publishing involves skills gained from years of experience in the business of making quality content better, more marketable and potentially bestselling. Publishers have experience with all types of genres, authors, marketing plans and distribution. They understand the nuances of the market for readers and books.
Today I’m fortunate to work with a group of editors, designers and marketers with unmatched experience and qualifications in New York publishing. The decision for writers is who do you place your trust in to make your writing the best it can be? Who do you want to be associated with as a publisher? Would you prefer working with a company who sends blind emails? Or do you think experience in publishing is a major factor? How successful do you want to be?
It boils down to choice and certainly who you decide to team up with regarding your writing is very important. If you feel you made a mistake with your print edition then correct that for the eBook and consider someone with experience. Publishing is perception and the logo on your published content sets the stage for much of what will follow. Publishing is about writing and selling quality content to share with the world.
