I’m sure you’ve heard of them or seen their aggressive advertising campaigns. AuthorHouse, Xlibris, iUniverse, Trafford Press…the list goes on. Are they publishing scams, or legitimate services offering good book distribution for their author clients?
While many misunderstand these kinds of companies to be publishers, the best and proper way to characterize them is in fact as publishing services. They are institutions that sell a variety of products to authors, not readers, and so their primary market is people just like you—folks who want to publish a book. They are not at all in the business of selling books, as a publisher is.
Why does this matter? Before you enter an agreement with any party, it’s important to be clear about what that party is and what it will, will not, can, and cannot do for you. Especially when you’re about to shell out your hard-earned cash.
I want you to be clear.
So, here’s the second part in a series of posts to help you get really, really clear once and for all on the differences so you can choose how to get your book to market in the way that’s best for you without falling for publishing scams. (Don’t miss the first part of this series, which provides an analysis explaining why publishing services are not publishers, despite the fact that they tend to market themselves as such.)
Problem #2: Their Book Distribution is Limited
The thing is, you can create this amazing book, but what good is that if you can’t get it into the hands of the people who want to read it? That’s where book distribution comes in. The simplest explanation is that “book distribution” is a term generally related to a publisher’s method for getting books from the printer to places that sell books to readers. Publishing services generally include at least some level of book distribution.
The more complicated version is that this route can be quite different for large, established publishers and smaller independent publishers, including self-publishers. The “distribution” your publishing service promises you may not do as much for you as you think. To avoid publishing scams, you need to understand a little more about book distribution.
How Books Get Into Stores
I’ll assume you already know that at any given time, only a fraction of books available for purchase are found at even the largest brick and mortar bookstores. Which means that someone is deciding which books are stocked and which aren’t. These people are often called “buyers” and they are typically responsible for a region or subset of bookstores.
Sales representatives from book distributors or “wholesalers” are meeting with these bookstore buyers to pitch them books from their latest catalog. Some of the largest wholesalers include Ingram and Baker & Taylor, but there are also smaller distributors such as Greenleaf. They have an investment in these sales because they get a piece of the action.
And whose books are in these catalogs? Mostly bigger established publishers who have accounts with the distributors. These companies publish enough books to make it worth the sales reps’ time to pitch each season’s list to bookstore buyers. It doesn’t hurt that they’re working with known brands, either.
You can read more about this in my post, “3 Things Every Author Should Know About Bookstores.”
Your publishing service may promise you that your book will be distributed to retail outlets and bookstores, but they likely won’t ever even make it into these catalogs.
Why Publishing Services Can’t Reach All Outlets
The demarcation line often seems to be the size of a publisher’s annual title list. If you publish ten or more books by authors other than yourself each year, you are typically welcomed into these same catalogs and channels as the big guys. If you don’t meet this criterion, you don’t get to play in the same sandbox, and your books begin their life at a disadvantage.
But, you might think, if I publish with a company like CreateSpace, aren’t they big enough to get my books listed in those catalogs?
Perhaps size-wise, yes. But as I explained in the first post of this series, publishing services aren’t publishers. Book distributors often won’t carry books published through these services, especially if you use one of their ISBNs instead of your own (effectively making them the publisher of record, not you—yes, I did say they aren’t publishers…it’s a bit confusing).
Sometimes the distributors will list the books but in a separate catalog, which means bookstores and other retailers can easily ignore them. So that promise about your book becoming available at bookstores? It really just means that if someone goes into a store and specifically orders your book, if it is listed in one of these ancillary catalogs, the bookstore can get it for the customer. But that doesn’t mean it will be shelved regularly.
If wholesalers thought they could sell these books, they wouldn’t take the time to separate them from established publishers’ titles, and they might even put energy into actively pitching them to buyers. But they know they can’t sell these books, because the big chains and retail outlets typically won’t stock them. A few reasons why not:
- shelf space is limited, and most self-published books don’t have the marketing budgets behind them to get enough national exposure for the level of sales the chains need
- bookstores need a 40-55% discount so they have a good profit margin, and publishing services generally don’t allow for that in their price-per-copy models
- bookstores also require the ability to return unsold books at almost any time, and again, most publishing services don’t allow for that
You can read more about this in my post, “3 Things Every Author Should Know About Bookstores.”
Does it Really Matter?
Let’s circle back a moment to my earlier statement: If you don’t meet this criterion, you don’t get to play in the same sandbox, and your books begin their life at a disadvantage.
But how big a disadvantage, really?
Some statistics cited claim that half of all books sold today are sold online. So do you really care if your book is shelved at Barnes & Noble? Is that really where you’re going to focus on driving readers to buy your book? For most self-publishers, I think the answer is “No.” Most indie book sales happen online and in “back of room” sales at live events. If your marketing is focused online, then your distribution needs to focus on online booksellers. If your plan relies on live events like speaking engagements and workshops, you’ll need hard copies to sell and a way to sell ebooks on the spot.
Either way, no bookstore or other retail outlet is truly necessary.
Publishing services cannot get your book distributed as widely as a publisher would, but to make up for this, many now offer add-ons to their packages that allow you to offer deeper discounts or accept returns, theoretically enabling you to get your book stocked in brick and mortar stores. The question is, do you think you can sell enough books through those channels to justify the cost of the add-ons?
Additionally, are you willing to put the time and energy into pitching the book yourself to those channels? Because even if you meet all their criteria, you still don’t have sales reps pitching your book to buyers the way an established publisher does. It falls on you to submit your book for consideration through programs like Barnes & Noble’s or do a campaign targeting gift shops, for example.
If having your book into these retail channels is important to you, then you should not be using a publishing service at all. You should be setting up shop as a publisher and using a printer and distribution partner. Publishing services just don’t “get it done” in this arena. Publishing scams will try to convince you otherwise.
You might also consider whether a regional focus would be more worth your time and energy. Independent bookstores are much more welcoming to local authors, especially if you can show that you’re marketing actively in the area and if you’re willing to do a signing or other event at the store.
The point is, don’t get so hung up on getting into bookstores that you fall for a publishing service’s promise. They simply cannot deliver.
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Have you worked with one of these companies? Did you have a good or bad experience? I’d love to hear from you, just comment below!
Founder of The Writer’s Ally, Ally E. Machate is a bestselling book collaborator, award-winning editor, and expert publishing consultant who loves using her insider knowledge and experience with the publishing industry to lead serious authors toward success. She and her team live to help make great books happen, whether that means showing a writer how to improve a manuscript, get an agent, or self-publish; or coaching an author on growing her platform to sell more books. Since 1999, she has supported hundreds of authors on their publishing journey and takes pride in serving as their books’ best ally.
Jacquelyn Pace-Fivas says
As a new author,the more I read and conferences I attend,the more discouraged I get.It just seems virtually impossible to get a book published.Usually you need an agent to even be looked at by a publisher,and often you need to have been published.Then there is online publishing and all that that entails.I have always heard negative things about self-publishing,and really don’t want to go that direction. But it seems that it is a club and there isn’t really a way to join. My writing is picture books and young chapter books. Unfortunately,I don’t write fantasy which is so popular today.But it is hard to keep writing and writing without thinking of publishing eventually and having the writing read. Is there any good news or are there any positive ideas to keep me encouraged? Thanks!
Admin says
Hi Jacque. I’m sorry you’re feeling discouraged! The path to publication can be frustrating for sure, and there is often a steep learning curve that bends in two directions: Aspiring authors must first master the craft of writing, and then they must master the art of marketing themselves and their work! It isn’t easy.
However, with approximately 1 Million new books coming out each year, many of them from first-time authors, it is definitely not impossible to get a book published. The competition is stiffer as more and more people attempt publication and/or choose to self-publish, resulting in record numbers of book output. The challenge to write better, build a stronger platform, and get noticed is definitely greater. A bit of a club? Perhaps. But if it’s a club, it is one that brings in new members all the time. One simply (if not easily) must meet certain criteria.
That criteria includes a stellar manuscript that is engaging, fresh, and marketable. It also includes a good author platform that a publisher can leverage to sell your book. I don’t work with children’s books, but I have heard from colleagues that market is particularly hungry for new authors. The criteria is the same–excellent product, ability and willingness to help get it out there. Last but not least, one must have a thick skin and perseverance. It’s often said that the biggest difference between a published author and a non-published author is that the former didn’t quit. So if you’re committed to finding an agent and getting a book deal, hang in there!
But don’t just throw spaghetti at the wall. Figure out what you might be doing wrong in your approach–is your query letter truly excellent, are you targeting the right people, do you have above-average sample material–and find places where you can do better. Network. Keep writing. Build your platform one plank at a time. And keep at it!
Jacque Pace-Fivas says
Thank you so much for the encouragement. I do plan to keep writing. I’ll just try to figure out ways to find publishers. I haven’t worked on that part a lot because I guess I don’t know quite where to begin. So I’ll just have to plough through. Thanks!
Jacque Pace-Fivas says
oops, I mean plow, not plough
Albina Hume says
I am a first time self published author, and I was scammed by Partridge Africa publishing company that is the wing of the Author House. After Partridge Africa really did annoy me with their bombarding sales tactics despite me paying $6000 for the whole publishing service, I’ve decided to postpone my publication with them and 4,5 months later after signing contract with them, I’ve asked for refund, having only used their non so good copy editing service.
The result of the story- Partridge Africa’s personal consultants suddenly got quite and stopped answering my email requests for refund, until one day I’ve received the answer from them, that because it’s been already 6 months since I have singed the contract with them, they no longer would refund me.
My response that I’ve requested numerous times for refund over the past 6 weeks were answered.
I went on and published my memoir Miss Fortune by using a help from Ardua Publishing service were I’ve paid only $99 for publishing service on Amazon, and around $500 for Ingram printed service of my book. All marketing I do by myself which are currently more orientated to get the reviews rather than the sales.
The plus of my experience with Partridge Africa is when my memoir becomes a success I will make sure to worn new authors to avoid such scammers. And Partridge Africa won’t be able to claim my success as theirs, luring more naive authors into their traps.
Admin says
That’s really a terrible story, Albina, but it just goes to show that unscrupulous businesses exist on every continent! I don’t know if you have an equivalent to an Attorney General’s office, but that might be a route to try if you can show the paper trail of your requests for a refund meeting their requirements, but going unanswered.
Elizabeth says
Excellent posts about self-publishers that should be avoided. I have worked for Author Solutions as a freelance editor. Never again. I steer all of my clients away from any big outfits like this that charge thousands and thousands of dollars, offering so little in return. For clients who are writing, for example, a memoir that they don’t expect many people to read, I recommend small, local self-publishers that will produce a high-quality print book and try to guide them through basic digital marketing.
For clients looking for more, a few have reported to me that they have had good experiences with CreateSpace, Mill City Press, and Book Publishers Network. One of my clients has told me she’s going to fork over the $20,000 or so to go with Greenleaf. Wonder if she’ll make all that money back…?
Admin says
Thanks for stopping by Elizabeth. That’s great advice, to look to local printers when your goals for your book are more personal than business. Greenleaf plays on a bigger field and has a well established reputation and network that allows them to distribute their clients’ books into all the mainstream channels, so the potential to earn back such a significant investment is certainly there. But as with any book, its success will depend heavily on how much exposure the author is able to obtain, how good a book it is, and whether it finds its target audience with a solution to a problem they’re looking to solve. I wish your friend a healthy dose of luck, too!