The Single Most Important Number in Publishing
By Jerry D. Simmons | June 14th, 2006 | No Comments » (Click to add yours!)
At any level of publishing, the number by which virtually all decisions are made is the percent of sale. Also known as sell-through, sometimes referred to as percent of return. The calculation is made by dividing the number of net copies sold by the number shipped, or net divided by gross. The true percent of sale is calculated not by gross copies but total copies printed which includes unused inventory but let’s keep it simple. For example: if your publisher shipped 12,000 books and after six months of being on sale at retail, sold 6,500; your percent of sale would be 54%. Your percent of return would be 46%. As an author you want either a high percent of sale, which is the same as a high sell-through OR a low percent of return.
Some publishers set benchmarks for books, for instance they want to see hardcovers percent of sale at a minimum 65%, trade paperbacks 50%, and mass-market paperbacks at 50%. However this is not hard and fast, it depends on many factors. Bottom line, above all else, the number that carries the most weight is the percent of sale. You would be better off as an author if your book sold 2,000 net copies with a 65% sell-through than 40,000 net copies with a 45% sell-through.
For authors it’s all about building sales and maintaining a high percent of sale. Do not get confused by the total number of copies that are shipped or your titles position on a list or anything else. In order to continue a career as an author you must have a high percent of sale. The total number of net copies is secondary to the percent of sale. This is the most important number in publishing.
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