Literary City, Bookstore Desert
By JULIE BOSMAN
When Sarah McNally, the owner of McNally Jackson bookstore in Lower Manhattan, set out to open a second location, she went to a neighborhood with a sterling literary reputation, the home turf of writers from Edgar Allan Poe to Nora Ephron: the Upper West Side.
She was stopped by the skyscraper-high rents.
“They were unsustainable,” Ms. McNally said. “Small spaces for $40,000 or more each month. It was so disheartening.”
Rising rents in Manhattan have forced out many retailers, from pizza joints to flower shops. But the rapidly escalating cost of doing business there is also driving out bookstores, threatening the city’s sense of self as the center of the literary universe, the home of the publishing industry and a place that lures and nurtures authors and avid readers.
“Sometimes I feel as if I’m working in a field that’s disappearing right under my feet,” said the biographer and historian Robert Caro, who is a lifelong New Yorker.
The Rizzoli Bookstore was recently told that it would be forced to leave its grand space on 57th Street because the owners decided that the building would be demolished.
The Bank Street Bookstore in Morningside Heights announced in December that it would not renew its lease when it expires in February 2015, saying that it had lost money for the last decade. Both stores are scrambling to find new locations.
Independents like Coliseum Books, Shakespeare and Company on the Upper West Side, Endicott Booksellers and Murder Ink have all closed their doors.
In the past, those smaller stores were pushed out by superstores — a trend memorably depicted in the 1998 film “You’ve Got Mail” — leaving book lovers worried that someday, Manhattan would be dominated by chain bookstores.
But now the chain stores are shutting down, too. Since 2007, five Barnes & Noble stores throughout Manhattan have closed, including its former flagship store on Fifth Avenue and 18th Street, which was shuttered in January. Five Borders stores in Manhattan were closed in 2011 when the chain went bankrupt, vacating huge spaces on Park Avenue, near Penn Station and in the Shops at Columbus Circle.
State data reveals that from 2000 to 2012, the number of bookstores in Manhattan fell almost 30 percent, to 106 stores from 150. Jobs, naturally, have suffered as well: Annual employment in bookstores has decreased 46 percent during that period, according to the state’s Department of Labor.
The closings have alarmed preservationists, publishers and authors, who said the fading away of bookstores amounted to a crisis that called for intervention from the newly minted mayor of New York City, Bill de Blasio, who has vowed to offer greater support to small businesses.
Mr. Caro said in an interview that he is heartbroken by the loss of bookstores from Manhattan, calling it “a profoundly significant and depressing indication of where our culture is.”
“How can Manhattan be a cultural or literary center of the world when the number of bookstores has become so insignificant?” he asked. “You really say, has nobody in city government ever considered this and what can be done about it?”
With the closing of several Barnes & Noble and Borders stores, it is difficult to shop for new books in Midtown, the same neighborhood that houses Hachette Book Group, HarperCollins, Simon & Schuster and much of Penguin Random House.
“There are some great bookstores, but there aren’t a lot of them,” said Michael Pietsch, the chief executive of Hachette. “Compared to other cities, New York is no longer a bookstore city.”
There are still six Barnes & Nobles remaining in Manhattan, but with the company closing roughly 20 stores each year nationwide, some people in the industry have urged publishers to step in. Whispers that publishers will re-enter the brick-and-mortar business — harking back to the days when the storied names Doubleday and Scribner graced bookstores on Fifth Avenue — have intensified in recent months. Some publishing insiders have speculated that Penguin Random House, by far the largest trade publisher in the world, will expand into retail to fill the void left by Barnes & Noble, which has struggled to find its footing, and compete with Amazon.
“You just have to walk down Fifth Avenue to see what New York has become — it’s become an outlet mall for rich people,” said Esther Newberg, a literary agent, adding that she had just received an email from a Random House editor noting that the company was able to print books quickly because it owns its own printing plant. “Why don’t they own their own bookstore?”
Despite the difficult conditions, some stores appear to be thriving. Posman Books, a small independent chain, opened a new outpost in Rockefeller Center in 2011.
And just as many writers have fled to Brooklyn or Queens in search of more affordable housing, some bookstore owners have followed. Greenlight Bookstore in Fort Greene opened in 2009 to robust business and year-over-year increases in sales.
In December, Christine Onorati, the co-owner of Word bookstore in Greenpoint, Brooklyn, opened a second store in Jersey City.
Ms. Onorati said she never looked seriously at Manhattan because the rents were so unaffordable. Even with lower rents in Jersey City, she opened a cafe within the bookstore that serves pastries and Stumptown coffee as an additional source of revenue, something she had previously vowed she would never do.
She said she was concerned that bookstores in high-rent areas like Manhattan would shift their merchandise away from more accessibly priced paperbacks toward more expensive items with wider profit margins.
“My worry is that to make these rents, people are going to have to make the bookstore a place where only wealthy people can be,” she said. “The higher and higher these rents go, do you have to bring in these expensive leather journals and art books that only rich people can buy?”
David Rosenthal, the president and publisher of Blue Rider Press, an imprint of Penguin Random House, predicted that stores like Urban Outfitters and Anthropologie would become more important in the publishing ecosystem as stand-alone bookstores decrease.
“The serendipity of hanging out in a bookstore is just diminishing,” Mr. Rosenthal said. “We’ll become more dependent on stores that are not primarily bookstores, but have some degrees of books. It’s better than nothing.”
After spending years scouring Manhattan for a second location, Ms. McNally of McNally Jackson abandoned her search. At the urging of a former employee, she began looking in Brooklyn and settled on Williamsburg, where she found a “magnificent,” loftlike space with a 20-foot ceiling. The store will open this fall.
“I started walking around Williamsburg and I fell in love with the neighborhood,” she said. “I have not figured out a way to make it happen in Manhattan. And I wanted to.”
As fiery death rains down on the city, Chicago arms itself to strike back against New York….
It’s the not-too-distant future. Following the Great Wars, the city-state of Chicago has become an urban wasteland. Re-armed to defend itself, the government and its citizens wait in constant readiness for the day when war would break out again…with New York, Los Angeles, perhaps Dallas. Then, without warning, the attack comes…a limited atomic bombardment that threatens even worse devastation.
Thrown together by the winds of war, embittered ex-soldier Jake Bowman and elite bodyguard Cassandra Ingram are drawn into a deadly combat mission against New York. As they are equally drawn into an unexpected, passionate affair. With the government of Chicago crippled by panic, betrayal and murder, Jake and Cassandra are forced into action alone. Can they save their city---and themselves---as total annihilation nears?...
Hailed by award-winning producer Vince Gerardis (Executive Producer, HBO’s Game of Thrones) as “a one-of-a-kind, franchise-friendly, big action sci-fi title,” CITY WARS is an exciting, suspenseful thriller sure to keep readers on the edge of their seats.
I’ve just read Hugh Howey’s 7k Report, reposted below, on Author’s Earnings, and it’s a real eye opener about ebooks versus print books, and direct publishing versus traditional publishing—a confirmation of our instincts that we’re on an exciting new frontier. -- confirming that direct publishing is here to stay and giving us all much needed directions for trimming our sails for the bracing voyage ahead!
Written by: Hugh Howey
It’s no great secret that the world of publishing is changing. What is a secret is how much. Is it changing a lot? Has most of the change already happened? What does the future look like?
The problem with these questions is that we don’t have the data that might give us reliable answers. Distributors like Amazon and Barnes & Noble don’t share their e-book sales figures. At most, they comment on the extreme outliers, which is about as useful as sharing yesterday’s lottery numbers [link]. A few individual authors have made their sales data public, but not enough to paint an accurate picture. We’re left with a game of connect-the-dots where only the prime numbers are revealed. What data we do have often comes in the form of surveys, many of which rely on extremely limited sampling methodologies and also questionable analyses [link].
This lack of data has been frustrating. If writing your first novel is the hardest part of becoming an author, figuring out what to do next runs a close second. Manuscripts in hand, some writers today are deciding to forgo six-figure advances in order to self-publish [link]. Are they crazy? Or is signing away lifetime rights to a work in the digital age crazy? It’s hard to know.
Anecdotal evidence and an ever more open community of self-published authors have caused some to suggest that owning one’s rights is more lucrative in the long run than doing a deal with a major publisher. What used to be an easy decision (please, anyone, take my book!) is now one that keeps many aspiring authors awake at night. As someone who has walked away from incredible offers (after agonizing mightily about doing so), I have longed for greater transparency so that up-and-coming authors can make better-informed decisions. I imagine established writers who are considering their next projects share some of these same concerns.
Other entertainment industries tout the earnings of their practitioners. Sports stars, musicians, actors—their salaries are often discussed as a matter of course. This is less true for authors, and it creates unrealistic expectations for those who pursue writing as a career. Now with every writer needing to choose between self-publishing and submitting to traditional publishers, the decision gets even more difficult. We don’t want to screw up before we even get started.
When I faced these decisions, I had to rely on my own sales data and nothing more. Luckily, I had charted my daily sales reports as my works marched from outside the top one million right up to #1 on Amazon. Using these snapshots, I could plot the correlation between rankings and sales. It wasn’t long before dozens of self-published authors were sharing their sales rates at various positions along the lists in order to make author earnings more transparent to others [link] [link]. Gradually, it became possible to closely estimate how much an author was earning simply by looking at where their works ranked on public lists [link].
This data provided one piece of a complex puzzle. The rest of the puzzle hit my inbox with a mighty thud last week. I received an email from an author with advanced coding skills who had created a software program that can crawl online bestseller lists and grab mountains of data. All of this data is public—it’s online for anyone to see—but until now it’s been extremely difficult to gather, aggregate, and organize. This program, however, is able to do in a day what would take hundreds of volunteers with web browsers and pencils a week to accomplish. The first run grabbed data on nearly 7,000 e-books from several bestselling genre categories on Amazon. Subsequent runs have looked at data for 50,000 titles across all genres. You can ask this data some pretty amazing questions, questions I’ve been asking for well over a year [link]. And now we finally have some answers.
When Amazon reports that self-published books make up 25% of the top 100 list, the reaction from many is that these are merely the outliers. We hear that authors stand no chance if they self-publish and that most won’t sell more than a dozen copies in their lifetime if they do. (The same people rarely point out that all bestsellers are outliers and that the vast majority of those who go the traditional route are never published at all.) Well, now we have a large enough sample of data to help glimpse the truth. What emerges is, to my knowledge, the clearest public picture to date of what’s happening in this publishing revolution. It’s a lot to absorb, but I believe there’s much here to learn.
The Value Ratio
The first thing that jumped out at me when I opened my email was these next two charts, which our data guru had placed side-by-side. What caught my eye was how they seem to be inversely correlated:
On the left, we have a chart showing the average rating of 7,000 bestselling e-books.1 On the right, we have a chart showing the average list price of the same 7,000 e-books. Both charts break the books up into the same five categories. From the left, they are: Indie Published, Small/Medium Publisher, Amazon Published (from imprints like 47North), Big Five published, and Uncategorized Single-Author.2
It’s interesting to me that the self-published works in this sample have a higher average rating than the e-books from major publishers. There are several reasons why this might be, ranging from the conspiratorial (self-published authors purchase their reviews) to the communal (self-published authors read and favorably rate each others works) to the familial (it’s friends and family who write these reviews). But the staggering number of reviews involved for most of these books (over a hundred on average across our entire sample) makes each of these highly unlikely. As I’ve seen with my own works—and as I’ve observed when watching other books spread organically—the sales come before the reviews, not after. There are a number of more plausible explanations for the nearly half a star difference in ratings, and one in particular jumped out at me, again from seeing these two charts next to one another.
Note the shortest bar in one graph correlates to the tallest in the other. Is it possible that price impacts a book’s rating? Think about two meals you might have: one is a steak dinner for $10; the other is a steak dinner that costs four times as much. An average experience from both meals could result in a 4-star for the $10 steak but a 1-star for the $40 steak. That’s because overall customer satisfaction is a ratio between value received and amount spent. As someone who reads both self-published and traditionally published works, I can tell you that it’s getting harder and harder to tell the difference between the two. Most readers don’t know and don’t care how the books they read are published. They just know if they liked the story and how much they paid. If they’re paying twice as much for traditionally published books, which experience will they rate higher? The one with better bang for the buck.
This raises an interesting question: Are publishers losing money in the long run by charging higher prices? Are they decreasing the value/cost ratio and thereby creating lower average ratings for their authors and their products? If so, this might have some influence on long-term sales, and keep in mind that e-books do not go out of print. What if in exchange for immediate profits, publishers are creating poorer ratings for their goods and a poorer experience for their readers? Both effects will hurt a work’s prospects down the road (a road with no end in sight). And since ratings on e-books also apply to the physical edition on Amazon’s product pages, this pricing scheme ends up adversely affecting the very print edition that higher e-book prices are meant to protect [link].
It is common these days to hear that the quality of self-published work is hurting literature in general. I counter this notion with one of my own: Pricing e-books higher than mass market paperbacks used to cost is having an even more deleterious effect on reading habits. Books are not only in competition with each other, they compete with everything else a reader might do with their time. Creating a poor experience is a way to lose readers, not a way to protect a physical edition or a beloved bookstore. And high prices are a quick and easy way to create a poor reading experience, harming everyone.
High prices are also a way to drive customers to other, less expensive books. Rather than serving to protect print editions, publishers are creating a market for self-published works. And harmful price practices is not the only way the Big Five are powering the self-publishing revolution. Next, we’re going to look at some sales numbers within these genre bestseller lists to see how underserving a high-demand market has resulted in the creation of a brand new supply of books.
Listening to Reader Demand
The next chart shows the percentage of genre e-books on several Amazon bestseller lists according to how they were published:
The bestseller lists used were Mystery/Thriller, Science Fiction/Fantasy, and Romance. All of the subcategories within these three main genres were also included. Why choose these genres? Because they are the most popular with readers. Our data guru ran a spider through overall bestseller lists and found that these three genres accounted for 70% of the top 100 bestsellers on Amazon and well over half of the top 1,000 bestsellers.3 Future earnings reports will look at all of fiction4, but for now, we started with a simpler data set that captured the vast majority of what readers purchase.
What this chart shows is that indie and small-publisher titles dominate the bestselling genres on Amazon. We can clearly see that the demand from readers for more of these works is not being fully met by traditional publishing. Among the advice given to aspiring writers, you’ll often hear: “Write in the correct genre.” And here we see the sales-potential of that advice.
Looking back to the price/review comparison and also to the chart above, we can surmise that major publishers would be well-served by publishing far more titles in these genres and also by charging less for them. This is wisdom the indie community knows very well. Publishers must be tuning in, as prices began to decline last year [link], and publishers such as Simon & Schuster have announced new genre imprints [link]. Hopefully this data will help accelerate these trends, for the benefit of both the reader and the newly signed author.
Now take a look at this chart:
Again, daily unit sales are estimated by sales ranking, using publicly shared data from dozens of authors who have logged the correlation between rank and daily purchases (included among those authors are the two involved in this study).5 Some obvious things immediately jump out. The first is that Amazon has an incredible ability to market their own works, which shouldn’t be too surprising, considering it’s their storefront. We see from this and the previous chart that their 4% of titles command an amazing 15% of the sales. That’s impressive. It’s nearly 4 times the average unit sales volume per book. Now look at the Big Five, who with all their marketing efforts and brand recognition actually end up with pretty average per-book sales: a mere 1.2 times the overall average.
The other eye-popper here is that indie authors are outselling the Big Five. That’s the entire Big Five. Combined. Indie and small-press books account for half of the e-book sales in the most popular and bestselling genres on Amazon. Instead of feeling any sort of confirmation bias, my immediate reaction was to reject these findings. Surely they weren’t accurate. And so I complained to our magical data snoop that we were only looking at e-book sales. What percentage of the overall reading market does this represent? Our data guru said this was a question we could easily answer. You won’t believe what he found.
Everything You Know About E-Books is Wrong
You may have heard from other reports that e-books account for roughly 25% of overall book sales. But this figure is based only on sales reported by major publishers. E-book distributors like Amazon, Barnes & Noble, Kobo, the iBookstore, and Google Play don’t reveal their sales data. That means that self-published e-books are not counted in that 25%.
Neither are small presses, e-only presses, or Amazon’s publishing imprints. This would be like the Cookie Council seeking a report on global cookie sales and polling a handful of Girl Scout troops for the answer—then announcing that 25% of worldwide cookie sales are Thin Mints. But this is wrong. They’re just looking at Girl Scout cookies, and even then only a handful of troops. Every pronouncement about e-book adoption is flawed for the same reason. It’s looking at only a small corner of a much bigger picture. (It’s worth noting that our own report is also limited in that it’s looking only at Amazon—chosen for being the largest book retailer in the world—but we acknowledge and state this limitation, and we plan on releasing broader reports in the future.)
There’s a second and equally important reason to doubt a 25% e-book penetration number: The other 75% of those titles includes textbooks, academic books, cookbooks, children’s books, and all the many categories that are relatively safe from digitization (for now). Print remains healthy in these categories, but these aren’t the books most people think of when they hear that percentage quoted. E-book market share is generally spoken of in the context of the New York Times bestsellers, the novels and non-fiction works that are referred to as “trade” publications. If we look specifically at this trade market, it’s quite likely that e-books already account for more than 50% of current sales (some publishers have intimated as much [link]). Factoring in self-publishing and further limiting the scope to fiction, I’ve seen guesses as high as 70%. But that can’t be possible, right?
I asked our data guru if we could find out. Could we look at the bestseller lists and tally by format? Of course, we would be looking only at Amazon, which might skew toward e-books—but to reiterate, we are looking at the largest bookseller in the world, digital or print. To do a first study of this sort on a smaller distributor would be less than ideal. Still, keep this caveat in mind.
We analyzed the overall Amazon bestseller lists for several categories and used the web spider to grab the text description of format type: paperback, hardback, e-book, or audiobook. This is what we found:
Did the smelling salts work? Are you with us? It turns out that 86% of the top 2,500 genre fiction bestsellers in the overall Amazon store are e-books. At the top of the charts, the dominance of e-books is even more extreme. 92% of the Top-100 best-selling books in these genres are e-books!
I know, right? Allow that to soak in for a moment, and then let’s look at author earnings. Here, we will see that publishers should cross their fingers and hope that the share of e-book sales increases rather than flattens. Because they are doing quite well on the backs of their authors. Major publishers are taking in record profits [link], but they aren’t the big winners to emerge from this report. Read on. The real story of self-publishing is up next.
Writing Doesn’t Pay?
My interest in this story began the moment I became an outlier. When major media outlets began asking for interviews, my first thought was that they were burying the lead. My life had truly changed months prior, when I’d first started making dribs and drabs here and there. And I knew this was happening for more and more writers every day. But that inspiring story was being buried by headlines about those whose luck was especially outsized (as mine has been).
Before we reveal the next results of our study, keep in mind that self-publishing is not a gold rush. It isn’t a get-rich-quick scheme. There are no short cuts, just a lot of effort and a lot of luck. Those who do well often work ludicrous hours in order to publish several books a year. They do this while working day jobs until they no longer need day jobs. This is also true of the writers earning hundreds or even thousands a month. Please keep this in mind. The beauty of self-publishing is the ownership and control of one’s work. You can price it right, hire the editor and cover artist you want to work with, release as often and in as many genres as you want, give books away, and enjoy a direct relationship with your reader. It isn’t for everyone, but you’re about to see a good reason why more authors might want to consider this as an option.
Here is what our data guru found when he used sales per ranking data5 and applied it to the top 7,000 bestselling genre works on Amazon today:
Looks good for the Big Five, doesn’t it? When it comes to gross dollar sales, they take half the pie. Remember, they only account for a little over a quarter of the unit sales. Also keep in mind that they only have to pay 25% of net revenue to the author. By contrast, self-published authors on Amazon’s platform keep 70% of the total purchase price.6 Let’s now look at revenue from the author’s perspective:
It’s a complete inversion. Indie authors are earning nearly half the total author revenue from genre fiction sales on Amazon. Nearly half. This next chart reveals why:
Blue represents the author. You can clearly see that for Big-Five published works, the publisher makes more than twice what the author makes for the sale of an e-book. Keep in mind that the profit margins for publishers are better on e-books than they are on hardbacks [link]. That means the author gets a smaller cut while the publisher takes a larger share. This, despite the fact that e-books do not require printing, warehousing, or shipping. As a result, self-published authors as a group are making 50% more profit than their traditionally published counterparts, even though their books have only half the gross sales revenue.
Before we move on, take another long look at this chart. Here you find everything that needs to change in the publishing industry. Readers and writers alike should take note.
A quick note on how we calculated author earnings for the Big Five publishers in the above graphs. These numbers are based on estimates of wholesale pricing for e-books (publisher’s net was modeled as 80% of Amazon price). That estimate could be off by 10% either way, but even if we adjusted it to assume a wholesale price of 120% of retail (which would mean Amazon is taking a loss on every traditionally published e-book sold), indie authors would still come out on top. Also interesting is the observation that for the top-selling genres, Amazon is currently making nearly as much profit from indie e-books as from Big Five e-books.7
It’s also worth keeping in mind that this graph ignores the long tail of publishing. We’re just looking at the top 7,000 genre e-books. This represents the most popular offerings from both self-published authors and their traditionally published counterparts, which makes it an extremely fair comparison. Other surveys have compared all self-published works to only those in the traditional route that made it past agents and editors. That is, they compared the top 1% of traditionally published titles to the entirety of self-published works. Looking at bestselling charts avoids that mistake. Here we have 7,000 e-books as they are selling on any given day, which also serves to move the discussion away from misleading outliers and into the more interesting midlist. Now let’s see how Uncle Sam feels about all of this.
We’ve seen that self-published authors are earning more money from genre e-books than traditionally published authors. But how much more? The next thing we wanted to do was estimate yearly e-book earnings for all of these authors based on their daily Amazon sales. We ran this report and put each author into one of seven income brackets. The results, again, were startling:
Indie authors outnumber traditionally published authors in every earnings bracket but one, and the difference increases as you leave the highest-paid outliers. But even these extreme outliers are doing better with their self-published works. The scale is difficult to see, but the breakdown of authors earning in the seven figures is: 10 indie authors, 8 Amazon-published authors, and 9 authors published by the Big Five. The much higher royalties and other advantages, such as price, seem to counterbalance the experience and marketing muscle that traditional publishers wield. This is something many have suspected to be true, but which now can be confirmed.
Of course, we still doubted this even after seeing the results. Our first thought was that top self-published authors can put out more than one work a year, while Big Five authors are limited by non-compete clauses and a legacy publishing cycle to a single novel over that same span of time. Indie authors are most likely earning more simply because they have more books for sale. Was this skewing our results? We ran another report to find out, and to our surprise, it turns out that only the handful of extreme earners have this advantage. Most self-published authors are, on average, earning more money on fewer books:
This suggests that the earnings discrepancy will grow greater over time, as self-published authors develop deeper catalogs. We hope to answer questions like this as we run reports every quarter to track shifting trends. For now, the full data set for this study has been anonymized by removing the title and author info, and is available for download below this report. By tweaking the values in the yellow areas of the spreadsheet, you are able to play around with the data yourself. Our aim here is complete openness and to invite community discourse. It is also worth remembering that all of our base data comes from publicly perusable bestseller charts, so there’s an added layer of transparency and reproducibility. The information was there all along; grabbing a useful quantity of it simply required someone like my co-author to come along and snag it.
An Easier Choice?
Of course, self-publishing isn’t for everyone. There is no absolute right or wrong way to publish; the path taken depends entirely on what each author wishes to put into their career and what they hope to get out of it. But as marketing falls more and more to the writer, and as self-published authors close the quality gap by employing freelance editors and skilled cover artists, the earnings comparison in our study suggests a controversial conclusion: Genre writers are financially better off self-publishing, no matter the potential of their manuscripts.
Consider the three rough possibilities for an unpublished work of genre fiction:
The first possibility is that the work isn’t good. The author cannot know this with any certainty, and neither can an editor, agent, or spouse. Only the readers as a great collective truly know. But what we may simplistically, and perhaps cruelly, call a “bad” manuscript stands only a slim chance of getting past an agent and then an editor. To the author, these works are better off self-published on the open market. They will most likely disappear, never to be widely read. But at least they stand a chance. And those who fear that these titles will crowd out other books are ignoring the vast quantities of books published traditionally—or the fact that billions of self-published blogs and websites don’t impede our ability to browse the internet, to find what we are looking for, or to share discovered gems with others.
The second possibility for a manuscript is that it’s merely average. An average manuscript might get lucky and find an agent. It might get lucky a second time and fall into the lap of the right editor at the right publishing house. But probably not. Most average manuscripts don’t get published at all. Those that do sit spine-out on dwindling bookstore shelves for a few months and are then returned to the publisher and go out of print. The author doesn’t earn out the advance and is dropped. The industry is littered with such tales. Our data shows quite conclusively that mid-list titles earn more for self-published authors than they do for the traditionally published. And the advantage grows as the yearly income bracket decreases (that is, as we move away from the outliers). It is also worth noting again that self-published authors are earning more money on fewer titles. Our data supports a truth that I keep running into over and over, however anecdotally: More writers today are paying bills with their craft than at any other time in human history.
The third and final possibility is that the manuscript in question is great. A home run. The kind of story that goes viral. (Some might call these manuscripts “first class,” but designations of class are rather offensive, aren’t they?) When recognized by publishing experts (which is far from a guarantee), these manuscripts are snapped up by agents and go to auction with publishers. They command six- and seven-figure advances. The works are heavily promoted, and if the author is one in a million, they make a career out of their craft and go on to publish a dozen or more bestselling novels in their lifetime. You can practically name all of these contemporary authors without pausing for a breath. We all like to think our manuscript is one of these. And from this hubris comes a fatal decision not to self-publish.
Why is that decision fatal? Our data suggests that even stellar manuscripts are better off self-published. These outlier authors are already doing better via self-publishing, when compared one to one. Now consider that the authors with the greatest draw, the most experience, and possibly the best abilities, are not yet a part of the self-publishing pool. What will our graphs look like once more up-and-coming authors skip straight to self-publishing? What will they look like when self-published authors have a decade or more of experience under their belts? What about when more authors win back the rights to their backlists? Or when top traditionally published authors decide to self-publish, as artists in other fields are doing? [link] [link] [link] What will these graphs look like then? We look forward to finding out.
Our ambitious goal is to help change that, but we can’t do it alone. And so we hope others will run their own reports and analyze our data. We hope they will share what they find and that this will foster greater discourse. We also hope publishers and distributors will begin sharing their sales figures. We expect many to disagree with our analysis. We expect flaws will be found in our reasoning and our sampling methodologies. Discovering those flaws will lead to better data, and we look forward to that process.
If I had to guess what the future holds, I would say that the world of literature has its brightest days still ahead. That we have come so far in such a short period of time is revealing. We take for granted changes in other mediums—the absence of that tall rack of CDs beside home stereos, the dwindling number of people who watch live TV, that missing thrill of opening a paper envelope full of printed photos. There will be casualties in the publishing industry as the delivery mechanisms for stories undergo change. There already have been casualties. But there are opportunities as well. And right now, the benefits are moving to the reader and the writer. Speaking as both of these, I count this a good thing. I marvel that there are so many who fight for higher prices for consumers and lower pay for authors, all to protect a legacy model. That model needs to change.
Publishers can foster that change by further lowering the prices of their e-books. The record margins they’re currently earning are certainly seductive, but taking advantage of authors is not a sustainable business model. Hollywood studios had to capitulate to their writers when a new digital stream emerged. Publishers will likewise need to pay authors a fair share of the proceeds for e-book sales. 50% of net for every author is a good start. If they do this, they will stop losing quality manuscripts, back catalogs, and top talent. If publishers nurture their authors and work hard to satisfy their customers, they will see those average ratings go up and sales increase. They will see more people spending time with a book rather than on a video game or on the internet. And then the entire publishing industry, as well as those who love to read and those who hope to write for a living, will benefit.