Everything has a beginning. Some things begin small and grow into dynamic entities with endless potential. But enough about me. And yes, that is me on the day I was born.My post is actually about the publishing industry. I'm not here to dissect the publishing industry, but to offer up a solution to the declining sales and excessive returns plaguing us.
It seems to me that there is entirely too much back scratching going on in the industry. Perhaps if we took our industry back to the basics we might find a glimmer of hope.
Let's start with what got me on this track. An independent bookseller recently told me that they didn't order our books because we don't advertise in the big publications-they mentioned Publishers Weekly. Well, I'm very sorry to not get their orders, but their response to me as to why this mattered was not goo enough for me to consider changing my policy on this.
I asked, " Do you read PW every week?"
They answered, "No, only some weeks if I get to the library."
"So you don't subscribe to PPW?"
"Gosh no, it's too expensive for an annual subscription."
So I ask, " So how do you know I don't advertise?"
"Because you're a POD publisher, ya'll never do."
Our conversation ended there. What is it with the POD issue? People get over it. It is a TYPE OF PRINTING. Not a lifestyle choice.
My point is, here is an indie bookseller criticizing an indie publisher for not advertising in a magazine (they charge thousands of dollars for a one week ad) when said bookseller admits that the magazine in question is too expensive for them to purchase. Why not just accept things as they are and support your fellow indie?
At Echelon we make every effort to keep our operations basic so we can keep our expenses down. We do advertise in industry magazines, mostly in Crimespree as that is where a large part of our market is. We do some sporadic ads in other publications like Mystery Scene and The Strand, but ads are expensive. Advertisements are a risky proposition, as so many people who view them have become desensitized to them. We already know what we want, and ads rarely encourage us.
So doesn't it make more sense that we spend less money on things that probably won't work, and continue to produce an excellent product at the least expense so we can keep our retail prices down for the readers? It is all about the reader, isn't it? We don't need fancy ad spots, fancy mailers, fancy whatever. Just the basics.
Same thing with returns. We know returns happen, but they can be eliminated when publishers become more willing to deal with readers/consumer. At Echelon we love booksellers, we will do whatever we need to in order to make the relationship profitable for both parties. But that doesn't mean we can't sell direct to the readers. It has to work for everyone. That's why the reader is just as important to us as the bookseller.
Without them, we need not publish.
We don't spend thousands of dollars on fancy web designers, but if you check out our directory page, I guarantee you will find an interesting variety of great books to purchase at great prices.
Echelon Press Directory
7 Comments on Back to Basics, last added: 1/5/2009
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As an author with a small publisher, I have run into the same sort of situation. It would be nice if bookstores caught up with today's publishing technology!
Jane Kennedy Sutton
Author of The Ride
http://janekennedysutton.blogspot.com/
As a small independent publisher myself, I've run into similar responses. It's too bad because many self/small publishers have a very good product.
Big BOX Bookstores, Big BOX Publishers...
2009: Time for thinking outside the BOX.
Diana Black
Appreciative Echelon Author
http://www.woofersclub.com
Karen,
I've always found your comments on the Murder Must Advertise yahoogroup to be very astute and this post is yet another example of how savvy you are about today's publishing industry. I'll definitely be back to your blog!
You hit the nail on the head - POD is just digital printing! It wastes a few less trees. (Don't know why in this day & age of "GO GREEN" that idea hasn't caught on!)
I've heard many other small to mid-sized publishers diss those who use the POD technology, which is REALLY sad.
You just keep doing what works for you, Karen!
And didn't a recent edition of IBPA have a whole section about publishers who were kicking the returns habit by no longer allowing returns? The industry WILL change!
Excellent post. I'm with you. Too much archaic snotty attitudes within the big boy powers-that-be kepiung perfectly good books and literature from reaching the shelves of bookstores.
The bookstores have nothing to loose by hosting book signings when authors sell on consignment, but I've found the small bookstores are more willing to do so than the larger ones, except for Barnes & Noble. I've had great success with them. They are very cooperative.
When we have a group booksigning, they even print up posters themselves.
Morgan Mandel
http://morganmandel.blogspot.com
http://www.morganmandel.com