Publishing’s Redheaded Stepchild Waiting in the Wings for Center Stage

Yes, Self Publishing thrives! In spite of its beer bubbles in publishing's wine tasting room.

Four years ago I wrote “Publishing’s Death Knell Premature" (01/01/09),  about the redheaded stepchild of the book industry: Self Publishing. Of course, I’m using the term “self publishing” as the masses do – ANY form of publishing that is not through a traditional publisher.

I know, I know, that is not correct – have you tried changing public perception lately? (Click here if you want to know the difference between forms of publishing.)

So, let’s pretend this is January 1, 2013 again – seriously, I meant to write this then – after four years we can attest that the industry has indeed, changed. Not news. But the stagnation of self publishing’s image is.

After four long, recessionary years in which self publishing has exploded, unlike other industries, a recent journalist’s query requested to connect with “authors who have not yet been signed to a publisher,” still assuming all authors have the desire to sell their souls to a traditional publisher. I nearly choked on my coffee (OK, it may have been beer … don’t recall what time of the day).

Testaments that have become truisms:

- Obtaining a traditional publishing contract is nearly impossible for a first time author, as traditional publishers practically closed ranks in recent years, focusing even more on the top 5% of their elite authors; attracting their attention requires a 4^th of July firecracker.

- While the so-called “big six” tenuously hold steady to their top authors, intermediate traditional publishers continue to decline,* making the nearly impossible traditional publishing contract virtually unattainable (*I refer to established, mid-size traditional publishers. Yes, new ones have cropped up, but many are a by-product of authors forming their own publishing companies.).

- Journalists, “traditional” book reviewers, and other public media are ignoring 43percent** of print authors, never mind the ebook authors, a segment that grew 129 percent in 2011 over 2010. **2011 Bowker stats.

Going back to 2009, my frustration included as well, the pall that rested over 2008’s recession peak, which stunted all economic growth; or at least the government has been trying to convince us it peaked at that time. Have you seen enormous strides toward recovery, even today? Welllllll, that’s another article.

Though the last few years have not been kind to me, I try to be a glass half-full person. And my determination to give self publishing the respect it deserves, is still a force within.

In review of my 2009 New Year thoughts, the three edicts to gaining self publishing respect have had mixed progress:

1) I urged authors to present only polished books – with professional editing, cover design and layout – in order to compete comparably with traditional books.

            2013: Yes, there are more authors who have finally caught on to the need, but still, far too many books are released into the foray riddled with typos and simply poor writing skills. Mom said it was great, you know?

            New caveat? Many indie authors have not been prepared for their new “business.” Yes, it is a business to publish your own book; from accounting to proper licenses and sales permits.

2) The second requirement was for independent publishers (those that cater to non-traditional authors) to clean up their collective circus act and perform like a true publisher, rather than a pocket-picking traveling show producer.

            2013: Hmmmm, definitely a mixed bag of tricks. First, mibad – I should not expect indie publishers to perform as traditional publishers – they’re two different breeds. To clarify, the indie business model was created to concentrate on selling books to the author, not the public, so who cares what they look like.

That’s still true, but with the universal growth of social media, selling books to the author, which equates to his/her network, IS the public … my, how a few years changes the landscape.

More of the POD etc., publishers now provide better and additional services than available four years ago, to assist authors in producing quality books – at a cost, of course.

But their treatment of the author (read: customer service) is still abominable. You would think the very people who PAY for these services would deserve a real phone number and person to speak with; oh, some of the publishers even require a fee for that! While the services are, well, serviceable, if you have the dollars to buy your own ISBN(s) and fortitude to administer the accompanying services, “true”self publishing is the preferred option.

3) My third message on New Year’s Day 2009 was to the media. WAKE UP! I said. Give independent publishing its due, in light of its obvious steamrolling through the industry.

          2013: “Is anybody OUT there?” They’re still not listening. Established book reviewers maintain their stubborn elitism and focus almost solely on traditional authors/books. As evidenced by the journalist’s question that inspired this article, traditional publishing should still be the author’s first and only dream. I say to those slumbering journalists again, WAKE UP!

            “The number of self-published books produced annually in the U.S. has nearly tripled, growing 287 percent since 2006, and now tallies more than 235,000 print and “e” titles, according to a new analysis of data from Bowker^® Books In Print and Bowker^® Identifier Services.” (From Bowker’s pressroom, 10/24/12.)

            You can’t tell me all of those indie books are trash! As a professional in the industry, I know there are some great books written by independent authors – and more traditional authors are jumping the fence, to enjoy higher profits.

All of this wraps up into one suffocating word: stagnation.

The primary problem is the almighty media. Although guerrilla media (social networking) is gaining ground to break the “glass ceiling,” published book reviews, established book columnists, traditional television and radio shows, continue to be heavyweights in the public eye. And they cling obstinately to tradition, even as the publishing industry plows head-first into the brave new world.

While major book reviewers scorn independent authors, we are further ostracized and must pay yet another fee, if we deign to think our books are good enough to be reviewed by Publishers Weekly or Kirkus Reviews, the holiest of traditional book reviewers.

I’m not even going to venture a guess here (but I have a very good imagination) as to how it is that there are no review fees charged to traditional authors (what is the role of the Big Six?) – it’s a greedy world. Someone is paying them.

Although token review services are “offered” to indie authors from these two hallowed names the whole scene reminds me again, of the Redheaded Stepchild … not quite good enough for company, but still family, so can’t be totally ignored.

Looking forward to the next four years – don’t underestimate the Redheaded Stepchild. Her power comes from within. Traditional publishing could soon find itself cowering in the wake of her triumphant victory on center stage.

Cheers!