Dear Ask Tina,
My students and I have reached a point in our writing journeys where we finally feel ready for that next step: publication. (These are book-length projects.) But we have so many questions about which is the best route. Do we look for hybrid publishers, where we often have to pay large sums upfront in hopes of a big payout? Or do we self-publish, save money up front, and then do our best to promote ourselves? Can you speak to the benefits and challenges of each route and what you personally think is best and why?
Sincerely,
Pros and Cons
Dear Pros and Cons,
I’m going to do something unheard of for an advice columnist: I’m not going to tell you what I think you should do, because this type of decision is filled with too many “it depends …”
However, I can offer some curated advice so you and your students can make a more informed decision.
Asking the Experts
For expert guidance, I consulted the mother-daughter-dynamic-duo of publishing, Susan Petrie and Sofia Lesko. These accomplished writer-publishers took sides on this one: Sofia, who leads book inc’s Book Submission Bootcamp, took on the traditional side of publishing, while her mother, Susan, offered a look at self-publishing and the independent press option. I tackled the hybrid publishing approach with some guidance from Jane Friedman.
To begin, Susan suggests you get clear on two key things: Goals and Controls.
- Know your goal: Why do you want to publish a book? List all your reasons, then prioritize them.
- Determine how much control you want: Do you want to create the book itself? Own all the rights? Avoid negotiating contracts?
Your answers will help steer you through the list of pros and cons recapped here, pretty much verbatim, from the dynamic duo:
Traditional Approach (i.e., agent, publisher)
This route can lead to a more stable or predictable career in writing. Agents and publishers have more strict and structured payout schedules for advances and royalties. You will have an agent who acts as your career manager, with a deep understanding of the landscape of your genre, ensuring you receive the most exposure and compensation available.
But … this pathway can be daunting because of the inevitable rejection you’ll experience when querying genre-specific agents. Then, after you sign with an agent, they have to find a home for your book through contact with editors at publishing houses. More rejection is likely. However, rejection is a natural part of the process. It only takes one “yes” or one person who really believes in your work to make that pathway worth it.
What you need to know: Traditional agents/publishers are looking for commercial marketability. This is especially true for non-fiction; they really want an author with an established platform, the ability to discuss their relationship with their work, and a desire to and talent for interacting with fans (think press tours). They also look for projects with a tight one-liner (hook) that agents, editors, and readers will really sink their teeth into.
Self-Publishing
Millions of people self-publish each year, so there is a lot of traffic in the space and a variety of platforms to help you accomplish your vision. If control of the process is important, self-publishing is the way to go. You can choose things like paper size, binding format (hardcover, paperback, e-book), cover art, distribution (print, digital, both), and price.
What you need to know: You create it, print it, and pay for it. Then you market, promote, and sell it, keeping all or a percentage of the profits depending on the platform you use. You also own all the rights (think film and foreign language translation) and hold the copyright. And … you don’t have to deal with rejection from agents and publishers.
Independent (Indie) Press
If you don’t want total control over the production details but want to be seen and nurtured as an author, this may be the route to go. You will secure a long-term home for your project and establish a relationship with a small yet professional publishing company. And … you may be able to get a publishing contract without an agent (bonus!).
You’ll still need to do some work (beside writing the darn thing!): create a pitch and a marketing plan, and have a good knowledge of comparable books in the market. But, an indie press believes in your project and will look for ways to promote it months or years after pub date. That means it won’t get tossed in a bin and forgotten after six months.
What you need to know: You will likely know the staff at an indie press, and they you. Indie presses are savvy, will give you a great looking book, be reliable through the process, and develop a solid publicity-marketing-sales strategy with you. However, they typically don’t have the market reach of a “Big 5” publishing house. They may book broadcast interviews, for example, but probably not on NPR.
One Last Thing Regarding Self-Publishing & Indie Presses
Lightning can strike, though. Self-published and indie books have been nominated for awards, and could be noticed and/or acquired by traditional publishers. One interesting example: Warsan Shire, the poet behind Beyonce’s Lemonade Lyrics, started out in 2011 with an indie publisher.
Hybrid Publishing
This approach combines elements of traditional and self-publishing, but it is a unique collaborative approach whereby the author and publisher share expenses. While those costs can vary, the hybrid approach always requires a substantial upfront investment from the author for marketing and publishing. In return, the author maintains creative control and benefits from professional publishing services. According to Atmosphere Press, hybrid publishers generally offer higher royalties than traditional publishers, and the time to print will undoubtedly be much faster.
What you need to know: Going the hybrid route may be a good way to get your name out there, but Friedman cautions that it will likely not equate to a sustainable living in the long-term. Even though royalties may be higher, they may not cover the cost of initial investment. As with any publishing route, be sure to read contracts carefully and look for transparency in the process.
For a thorough comparison of the various publishing approaches, check out Jane Friedman’s Guide.
Parting Thoughts on Publishing
And finally, some important parting thoughts from the mother-daughter publishing duo:
- The “right” pathway for you is one that makes YOU feel successful. It is all about how you define success.
- You’ll know it’s the right choice because it’s fun! If you’re always anxious, frustrated, and annoyed by the process, it’s not a good fit.
Ready to query agents? Join our Book Submission Bootcamp, starting July 16, and receive a professional evaluation of your submission package from our Submission Coach, Sofia Lesko. For more information, read this Q&A with Sofia.
Susan Petrie, MFA, is an accomplished artist and writer with over 20 years of publishing experience. She currently works as a technical editor and is devoted to a long-term photography project, @100milehome. She is the author of “Hundred-Mile Home: A Storymap of Albany, Troy and the Hudson River,” available through SUNY Press. Visit her website: www.susanpetrie.com.
Do you have a writing-related dilemma? Send your questions to asktina@projectwritenow.org. Selected questions will be featured in upcoming columns, and Tina will ensure her answers offer valuable insights for writers facing similar challenges.