SEPTEMBER 27, 2009 9:26AM

Future of self-publishing

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This post is my submission to a writing contest on Backword Books about the future of self-publishing. 

Having just self-published an anthology, I have some personal experience about the issue, and also an interest in its future.

Like most authors, I came to self-publishing after failing to garner any interest in my book from mainstream agents/publishers and small presses. Each rejection initially put a damper on my dreams, but (fortunately or not), the rejections did not succeed in making me swear off the process altogether.

In previous years/decades, a person in my predicament might have resorted to vanity or subsidy publishing - essentially, paying a printer to print out a couple hundred to a couple thousand copies of the book, and then trying to sell them to friends/famly or giving them away.   

The advent of print-on-demand technology at a reasonable price has done away with the need to print a minimum couple hundred or couple thousand copies. At the same time changes in the mainstream publishing industry have meant that many many talented writers are being left out and they have started exploring other avenues to get their creative output in front of readers. Even though most such writers can and probably do have their own blogs, there is something to be said for having a tangible, portable and lasting product.  

Finally, there has been an explosion of sites such as Self-Publishing Review and Indie Author that are providing crucial support to self-publishing authors: creating awareness about the model, discussing strengths and weaknesses, success stories, other support services available to authors (book marketing, getting one's book reviewed), best practices and so on. These sites were invaluable to me when I finally decided to take the plunge into self-publishing. Equally, these services have been invaluable in terms of helping me feel less alone in my dream and in my endeavor.

All in all, I think self-publishing has come of age and so it makes sense to discuss its future over the next few decades.

*** 

The current avatar of self-publishing is very closely tied to the maturation of two unrelated technologies. One is print-on-demand technology which makes it affordable to print one copy of a book at a time. The other is the Internet - blogs and blog collectives which make it easy to read and write eclectic content, connect with others interested in the same niche howsoever tiny it might be, and research issues that one is interested in or passionate about. The Internet also makes it possible to expand the reach of one's creative output through social networking sites and tools ranging from digg and redddit to facebook and twitter.

In the same way, I think the future of self-publishing will be tied to the widespread availability of another technological innovation - reasonably priced e-book readers. Yes, I feel this even though this goes counter to the argument I made above for a tangible and portable book product.  Here's how I see it working:

The first change will come when reasonably-priced ($150 and under) e-book readers  become available - somewhat like the initial mass market appeal of ipods and the subsequent success of all kinds of mp3 players.   The second change will come when the Kindle pricing model is replaced by one that is more rational and reasonable. Something like iTunes for the printed (or rather, the written) word.  

I find the Kindle pricing model unappealing for several reasons:

  • considering that a physical product is not being manufactured and shipped, the (typical) $10 price tag feels exorbitant
  • a Kindle version of a book cannot be shared with friends
  • a Kindle version of a book cannot be sold as a used book  
  • the recent flap where Amazon was able to actually delete copies of a book that people had purchased suggested that even at the exorbitant price, the book is not "owned" by the owner
But, I think the key to the success of e-book readers in general and self-published books in particular is contained in my last criticism of the Kindle model.
 
I expect (hope) that in a few years, the publishing and book-selling model will change as follows:
  • Book kiosks will become as common as today's photo-printing kiosks). They will be in bookstores of course, bit also in grocery stores, airport lobbies, and possibly in libraries. The kiosk will be a print-on-demand printer and will allow the printing/purchasing of hard-copy books on demand.
  • The kiosks will also allow books to be downloaded to the customer's  e-book reader. This will serve people whose e-readers don't come equipped with  Kindle-like Internet access.  
  • The cost of an e-book will be relatively low - in the $3 to $6 range depending on the type of book. The cost of a paperback will be slightly higher - in the $8-$15 range.
  • The kiosk will also allow e-books to be "returned." That is, the customer will be able to authorize the kiosk to delete a book from the e-book reader. Since this is a digital product, there is no need to find a buyer of the "used" book - in fact, the whole concept of "used" books will be obsolete. The refund will be of the order of 25%-30% of the price of a book. It will be possible to apply the refund to a subsequent book (hard copy or e-book) purchase.
  • In particular, the kiosk will allow customers  to purchase a print-on-demand copy of one of the books in their e-readers, at a discount over the full hard-copy price.
  • Alternately, publishers will have a special price for "non-returnable expiring" books. That is, for a discount, an e-book will be automatically deleted from the device after a preset number of days.
In other words, we will be essentially "renting" most of our (e-)books, and actually buying (that is, not returning) only the ones we want to have in our permanent (or longer-term collection). This has several advantages:
  • The total cost of reading a number of books will be significantly less than the cost of owning each one of those books. 
  • Readers will be more open to trying new/untested authors/genres because of the lower risk associated with "buying" what may end up being a disappointing book. (This has been my experience with Netflix - I get movies that I might not have considered if I was paying a per-DVD fee.  At the same time, watching a wide range of movies, even movies to which I give just two stars, have made me a more informed world citizen and a more sophisticated movie fan.)   
All in all, books published by mainstream publishers will not have an advantage in terms of cost of printing and cost of shelf-space in bookstores. Over the next couple of decades I see self-publishing offering an increasingly level playing field to aspiring authors.
 
Creating mass awareness about self-published books (beyond their niche) will, unfortunately, remain a challenge.    
 
*** 
 
April Hamilton who writes the Indie Author blog has written about how in the future self-publishing will become a pre-requisite for mainstream publishing:
I predict that within 5 years, self-publishing will no longer be an option, but a prerequisite for unknown, aspiring authors hoping to land a mainstream publishing deal. It’s the logical, inevitable next step in author platform.
In other words, the low entry cost of self-publishing will mean that mainstream publishers will themselves come to rely on self-publishing to help them identify titles to be sold and promoted by them.
 
This will, in turn, only enhance the profile and legitimacy of the self-publishing model. 
 
*** 

Over the longer term, I see a few other exciting possibilities for self-publishing.

One: on sites like Open Salon, I often find compelling blog posts from a variety of authors (linklinklink).  While I am not generally interested in purchasing/saving all the blog posts from a single author, I can very well imagine creating a "custom" book of my most favorite blog posts - to savor later, to save as a snapshot of what I was reading/enjoying during a certain period of my life, and so on. Open Salon (and other sites like it) could create a "shopping cart" model to allow readers to create their own custom anthologies: add individual posts (with or without comments) to the cart and then have the resulting book printed, bound and shipped to the buyer (or downloaded with copy-protection/drm to the customer's e-reader).  (Note to Open Salon: if you do end up creating such a platform, don't forget to send some moolah my way ;-)  ) Thus self-publishing (enabled by the right technologies) offers a way for even occasional authors to receive a level of validation and compensation that is currently simply not possible. 

Two: School and college textbooks are exorbitantly expensive and unwieldy. Self-publishing will  allow teachers and professors to compile their own texts based on selected book chapters, online sources of research/reference, blog posts,  and so on. In addition to being cost-effective, this will allow for constantly updated textbooks, without the associated "new edition" shenanigans that are currently the norm.  

Three: I have come to see self-published books as the creative output of literary artisans. That is, where goods manufactured in factories have one kind of perfection, artisan-produced arts and crafts have their own charm and are infused by the creative energy of the hearts and minds, eyes and fingers of the artist who created the artwork. I feel the same sense of wonder about the self-published books that I have read. I find them free of filtering and reconstruction in the quest for mass appeal and faux exotification. One such book is Afghan Journal by Jeff Courter which I reviewed here.  Over time, I expect (hope) that more people will become as sophisticated about their book purchases as they already are about the art they hang on their walls. 

Four: In the current publishing model, books tend to be bigger in order to justify a higher price. It is akin to restaurants serving larger portions so that diners don't feel too bad about the $11.99 and up menu price. With restaurants and with books, often, I would be happy with half the content for half the price. With kiosk-based self-publishing and the resultant lack of shipping cost, smaller books will be readily accepted. A 150-page e-book for $5.95 will make sense, especially if a return fee of$1.95 is built into that price. This will lead to having more writers, more focused books, more readers.

All this while fewer trees are cut!  

 

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Comments

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This may just be the most logical, thought out reasoning why POD isn't more popular, but could be in the near future.

The reshuffling of resources, both with books and writers is due for some serious revisions, and you have provided some excellent ideas.

Rated
Really appreciate your positive feedback Buffy.

Let's hope the brave new world of (self) publishing gets here sooner rather than later!
I just bought a book that Jeri Lange (mother of Ted Lange) self published. Every time that I wasted money on the writers guide to publishing, and saw the "mainstream (meaning White)" topics only, I gave up.

Now, anyone can publish and market their own work and at least sell until they get picked up by a larger publisher, and while watching the "mainstream" just keep passing by into irrevelancy.
You are on the right track, Think. The marketplace is changing. The "bookseller" that us older folks knew while growing up is becoming a thing of the past, making way to chain stores sticking with the mainstream publishers.

With all of the graphic artists, copy and binding, and services such as PayPal, I had no problem literally doing it all myself for my book. I am not "a number" with a publishing company and don't have to wait for somebody else to decide if and when they are going to get around to marketing it. I can sell it online and had a blog to answer questions and address comments from readers running before the first "printing".

OK, I didn't get an advance and have to spend my time and effort to make sales and keep up. But I'm not out a ton of money and am not responsible to live up to a deal.

I also went a step further and hired a wonderful announcer to help produce it as an Audio Book. Guys (my target audience) can listen to more than 4 1/2 hours at their convenience. They can put chapters on their Ipod (MP3 player) and listen confidentially while going about their daily business.

None of this Kindle crap, or fearing it being deleted. I am looking into ways to sell it as a podcast or series of podcasts where by they don't even have to wait for CD's to come in the mail.

I love the potential for someone to be able to get my "book" (a sale is a sale - whichever form, and the audio version is produced much more economically) within seconds. Without having to go to a big retailer and try to find which aisle it is on and then have to wait in line. (Heck, he could be listening on his Ipod while browsing for your book!)

The announcer went on to add some copy changes and actually made a few improvements for the Audio Book compared with what I had written.

We have already seen how the younger generation shys away from newspapers and even hardcover books, but continue to listen and watch with their pocket players.

Yes, the face of publishing is changing. Maybe it will be the "ear" of publishing before too long.

Good luck in the contest!
THIS IS SO INTERESTING AND ENCOURAGING! THANKS
Yes - the mainstream world of publishing - what I called the 'literary-industrial complex' absolutely turned upside down with the development of POD publishing, and e-books. Yes, some of the resulting indie-author output is pretty dreadful, but the writers who are willing to put in some time, or cooperate with other writers (like the group I helped start - the Independent Author's Guild, at www.independentauthorsguild.com) are coming back again, and again, and getting better and better. The very best indie-author stuff is sifting up to the top, and there is more and more of it available, every year.
"I predict that within 5 years, self-publishing will no longer be an option, but a prerequisite for unknown, aspiring authors hoping to land a mainstream publishing deal. It’s the logical, inevitable next step in author platform." - I can only hope this comes true. Though I do wonder what genre of writing works best for POD.

Still, that quote does make these times an interesting time to be a writer, as though we're undergoing a revolution and casting off, what Sgt. Mom said, the literary-industrial complex. Reminds me a bit of France and the Salon des Refusés, when France's culture was in turmoil and artists threw off the oppressive shackles of the Academy.

And last comment, I especially like the third point you made; comparing books and writers to a sort of artistry. It is an artistic endeavor, and books should be just as culturally valued as a painting in one's home. Great article!
Sgt. Mom, I like the term "literary-industrial complex". Thanks for the comment. I find a confluence between the application of that term and the factory-produced perfection in the literature that it produces.

Patrique, glad you liked the artisan aspect of self-publishing. Seen this way, it is a strike against the hegemony of the literary-industrial complex