...retail book buyers are hiding from us. Retail book buyers have concealed themselves behind such a curtain of secrecy, that we just can’t reach them to tell them about our success. ... I’ve met all their criteria, distributed my paperback through a non-Amazon channel and made it available through Gardners Books. Every attempt to reach the big retail decision-makers in this highly centralised market has ended in failure.
Even though the fruits of Pacie's research on managing time "has attracted such amazing media attention that my title hit number three in the Amazon Bestseller lists for Business Time Management Skills, and number four in Self Help Time Management this month"?
Some retailers tend to prefer names that sell by the score (each day, preferably), so that might not be a surprise. Other considerations might be due to retail agreements that favour big names and big presses even more, further relegating self-published titles to the wayside.
Which might not be wise, according to our self-published author who can't get into bookshops. Because: "While the global publishing market is predicted to grow at 1%, the self-publishing market is expected to grow at 17% per year, and with a self-published book market worth $1.25 billion a year, change is inevitable."
Now, among collections of self-published books one would find some with unappealing covers, back cover copy that goes over the top, and less-than-ideal editing. Some authors who "go it alone" because they feel shut out of traditional publishing ecosystems by what they see as excessive gatekeeping often do so without subjecting their work to rigorous refinement, eager to see their babies on the shelf. The growing use of AI in producing books, some of which still qualify as books even with low page counts, might also explain this growth. So kudos to self-published authors who take the time to improve their work before putting it out there.
Just as not all self-published work is unpresentable, not all bookshops are prejudiced against the self-published. Perhaps smaller neighbourhood bookstores might offer a spot on their shelves for independently published authors? They tend to because, for one, they're more amenable to small-scale, more personalised selling agreements. Also, stocking self-published works burnishes the image of the neighbourhood store as an indie outfit where hidden gems lurk.
In a similar vein, supporting small presses outside the publishing sphere dominated by the Big Five – or Big Four? – may pay off for the reader looking for something different as they contribute to the industry via their wallets.
Because, as Kendra Winchester writes in Book Riot, "big publishing isn’t the only place where excellent books are made."
Smaller presses provide a place for a lot of books big publishing doesn’t want to take a risk on, like books in translation, experimental works, and books by authors from marginalized identities. Smaller presses know their communities and invest in the literature that they specialize in, making a way for a wider range of books to be published.
Winchester goes on to build her case for indie presses, which also include university presses, as publishers of works from the communities they serve and are, thus, platforms for the voices of these communities, as opposed to big-name presses that mainly push marquee names and blockbusting titles.
Not getting a space at brick-and-mortar bookshops shouldn't be a downer, considering that a lot of commerce happens online these days. Surely the fact that Pacie's book was well-received despite its apparent absence in bookstores means it's worth checking out. Perhaps it's because bookstores have an edge, according to a Forbes Advisor analysis, based on data from the U.S. Bureau of Labor Statistics and Google Trends: they are looking like the most recession-proof type of U.S. business in 2023.
Forbes Advisor ... calculated that the number of bookstores in the U.S. increased by 43% during the latter part of the pandemic and they also “enjoyed steady wage growth” during this time (+16%) as well as during the Great Recession (+13%). These stats, plus their “moderate startup cost” (around $75k, apparently), earned bookstores the top spot in the recession-proof rankings.
Regardless, books don't write themselves and bookstores, digital or terrestrial, need books to sell. And if people want to read something, they will look for it. So, authors, get your work out and put it where it can be found. But please, get it proofed and edited.
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