By Terry Whalin (@terrywhalin)
For many years I have been writing and studying publishing. There is a critical matter that almost no one talks about the importance: distribution. For over 40 years, I’ve been writing for publication, both magazines and books. During these years, I’ve written for over 50 different print magazines, and I’ve also spent years as a magazine editor.
My first book, a short children’s book, was published in 1992 and since then I’ve written more than 60 books with traditional publishers such as Zondervan Publishing House, Thomas Nelson Publishers, St. Martin’s Press, Alpha Books, and Tyndale House Publishers.
No one goes into a bookstore with the intention of finding a particular publisher, yet these name-brand publishers have a high standard that ensures the quality of their books. Traditional publishers know how to distribute their books through the best possible sales channels.
In addition to working with many different publishers as an author, for over five years, I worked on the inside of two publishers as a book acquisitions editor. I fielded submissions from individuals and literary agents and then championed the books internally at the publishing house, secured the publishing teams agreement about the value of a book, and negotiated the book contract. Because I’ve worked in almost every aspect of publishing, I have a unique perspective to write about the realities of the publishing business. Now for the last 13 years I’ve been acquiring books for a New York publisher, Morgan James Publishing, one of the top independent publishers and in business over 20 years.
Whether I am participating in an online group or at a conference I meet writers who have grown impatient with the publishing world and have decided to self-publish their work.
If you have a book of poetry or short stories you would like to distribute to your family or friends, self-publishing is a good route. However, most writers don’t think about the critical element of distribution when they publish their book. When these writers self-publish their book, they take on the complete distribution, sales, and marketing for their product. It never crosses the uninitiated’s minds how to sell the book. They assume that their books will be sold through the local bookstore, which is difficult to achieve. Self-publishing is a viable alternative, however, to authors who speak and can sell their books in the back of the room. You will need these types of outlets to sell books if you choose to self-publish.
Several years ago, a pastor decided to self-publish a book of his sermons. Excited to have a printed book, he announced to an online group that he planned to spend considerable amount of time the next few months contacting nearby bookstores and taking orders for his book.
What this pastor did not understand is the typical bookstore carries about 10,000 to 15,000 titles. It is not surprising that you don’t find your particular book in the store. This writer was operating under the false assumption that bookstores would carry his self-published book. In fact, bookstores resist any self-published book and rarely stock them in their bookstore. The reason is that these books can’t easily be ordered through the same system as traditional books and, in general, they don’t sell. Because these books fall out of the normal procedures, they are often not returnable to the publisher.
Unless you work inside publishing, you may have never heard that books can be returned to the publisher for the full price. Essentially they are sold to the bookstores on consignment and the stores have complex programs to monitor the sales of their titles. If the books don’t sell within a typical time period of 60 to 90 days, they are returned to the publisher for a full refund. This practice presents a huge problem for traditional publishers who consider it a good sale when a book has a 40 percent return or less. The self-published book falls outside of the normal channels for the retailer and with thousands of titles, he can’t make a special effort for a single book.
Many self-published authors are only selling their book on Amazon and their own website. At Morgan James Publishing where I work, Amazon is a large customer but only 24% of our overall business. If you’ve published with Amazon you are missing 76% of where MJP will distribute your book. We sell in the brick and mortar bookstores and on over 180 online platforms including Target. From my perspective, this critical detail is an important one to take into consideration as you look at your publishing options.
With self-publishing you have the total responsibility, and I’ve met authors who have spent thousands of dollars in the creation process of their book which has limited distribution. Before you publish, I encourage you to explore the various possibilities—including Morgan James. If I can help you, don’t hesitate to reach out. The exploration process costs nothing but time and may help you with some great potential heartache about distribution when you are down the road on the publishing journey.
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W. Terry Whalin, a writer and acquisitions editor lives in California. Get Terry’s newsletter and a 87-page FREE ebook packed with writing insights. Just follow this link to subscribe. A former magazine editor and former literary agent, Terry is an acquisitions editor at Morgan James Publishing. He has written more than 60 nonfiction books including Jumpstart Your Publishing Dreams and Billy Graham. Get Terry’s recent book, 10 Publishing Myths for only $10, free shipping and bonuses worth over $200. To help writers catch the attention of editors and agents, Terry wrote his bestselling Book Proposals That $ell, 21 Secrets To Speed Your Success. His website is located at: www.terrywhalin.com. Connect with Terry on Twitter, Facebook and LinkedIn.
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