The State of Publishing–2017

THE STATE OF PUBLISHING–2017

Publishing has probably never been more confusing, in part because people hold onto long-standing prejudices and stereotypes rather than looking at the facts. Well, that’s not the Red Sneaker way. I want you to have the most satisfying and successful writing career possible, and that means keeping one eye on your work and the other eye on the world. Some long-held beliefs are simply no longer true. When you prepare to make critical career decisions, what to write, where to send it, you need facts. Accurate information can help answer a lot of your questions. For instance:

Should I seek a big New York publisher, or a small press, or self-publish?

First let me say, as I have said before, that you must do what will make you happy, what will make you feel successful. That said, let’s look at the facts. According to the most recent Author Earnings report, the Big Five New York publishers’ market share is declining and will likely continue to do so in the years to come. By contrast, independent presses, self-publishers, and Amazon imprints (more on those later) comprise over 50% of all book sales. Old stereotypes such as “the best books get picked up by New York” or “bookstore books are superior” are simply no longer true. Given the small market share they have, bookstore sales have become the tail wagging the dog. Most people buying online don’t care who published a book and don’t care whether it’s in bookstores. They just want a good read.

Here’s what Jane Friedman wrote in her blog: “I think it will be a lackluster and perhaps soul-searching year for traditional publishers. The “print is back” fanfare will diminish, with Barnes & Noble continuing to remain flat or decline, and Amazon further gaining market share across formats….Without smarter ebook pricing, traditional publishers will continue to see flat or declining sales in that format.”

There are advantages to having the backing of a New York publisher–and disadvantages too, particularly in the royalty department. What is clear is that it is not the only way to go. Figure out what will be best for you and your work.

Do I need an eBook edition? Do I need a print edition?

I like print books too, particularly hardcovers. I’m old-fashioned and I just get more out of that reading experience. But since our goal is to be successful, not just to please ourselves, let’s look at the facts. According to the most recent DBW White Paper, in 2016, over 70% of all adult fiction sold in the eBook format. That is expected to grow, not diminish, in the years to come. eBook reader sales also continue to grow, and more readers means more digital sales. So no, if you’re writing adult fiction and you’re hoping to reach readers, you can’t skip the ebook. You might be okay without a print edition (though it’s not hard to set that up at CreateSpace, whether you think it will be massively profitable or not).

If you’re writing for children or writing nonfiction, your situation may be somewhat different–but I still wouldn’t skip the eBook.

Is Amazon a major publisher?

A strong argument could be made that Amazon is THE major publisher in the US. It now has thirteen different imprints, covering virtually every imaginable genre, and the Kindle Scout program opens the door to anyone who can mount a successful campaign. In 2016, 7 out of every 10 books on the Kindle bestseller list were published by Amazon. Overall, Amazon’s market share grew last year by 4%. No other publisher even comes close.

This just makes common sense. Like every other publisher in America, Amazon favors the product in which it has a vested interest, both in its promotions and its positioning. If you can make Kindle Scout “crowdsourcing” work for you, do it. If not, tie your book to a similar successful Amazon-imprint title in your marketing, so in time it will appear on that book’s page as a “People Who Bought This Also Bought” title.

With all the books out there today, how do I draw readers to mine?

Two answers here, both obvious:
1) Write it well, and
2) Market.

This may seem simplistic, but those are in fact the correct answers. As the Amazon store is increasingly filled with eBooks, the books that attract the most attention will be the ones that please readers (because they are written well) and the ones that have authors willing to spend time and occasionally money on marketing.

Once upon a time, every successful writer wanted a personal assistant. Today, the smart ones hire a book marketer. Using email, search engine optimization, and social media is more effective than any previous book marketing ever was–but it does require time and knowhow. Most writers would rather be writing. But I suspect that in the long run, this is what will separate those who sell well from those who don’t. So I’m going to devote the next several entries in my blog to marketing. Get the app and check it out. And follow what my wife Lara is doing with her new novel, The Wantland Files. She’s mapped out a six-month marketing plan that’s a virtual textbook on modern-day marketing, starting with the online launch party on January 21. Click here to see how it’s done.

(A longer version of this post appears in the most recent edition of the Red Sneaker Newsletter email. If you’re not on the distribution list, sign up here.)

Using Social Media to Generate Interest In Your Books

I know many of you find social media bewildering. Why do so many Americans devote so much time to it? Do they not have real friends? Wouldn’t they rather be reading a good book than reading someone’s post about lunch? And yet, social media consumes the hours and days of many, and it’s not just young people. Authors use it to promote their work.

Let me give you a dramatic example. Two poets, 2014. Louise Gluck won the National Book Award. Afterward, her new poetry book sold 20,000 copies, considered a huge success for poetry. Tyler Knott Gregson has won no big awards. But he has built a following by posting his poems on Instagram and Tumblr. Result? That same year, his new poetry book had a first printing of 100,000 copies.

Thank you, social media, for keeping poetry alive. (Lang Leav, another online poet, has sold over 300,000 copies of her self-published poetry books. Her break? Khloe Kardashian posted one of her poems on Instagram.)

WARNING: Don’t let social media consume more than 20% of your working day. Writing comes first. Following the pattern of celebrities, some writers have hired assistants to handle their social media posts. (Did you really think that was Britney Spears tweeting all day long?) Others use programs like Hootsuite to write their posts in advance at a convenient time.

You should pick and choose the social media outlets that are worth your time. The “wine chart” above, created by Chris Syme, explains how the leading media are used so you can make intelligent decisions.

Facebook: I like wine. 71% of all online adults post here to talk about their likes and dislikes. You can post information about your work, but you will put people off if you constantly post commercials to your “friends.” Vary the content. You can link directly to Amazon.

Twitter: I am drinking #wine now. Only 23% of the adult online population tweets, mostly the young. And there’s no way to sell anything here. Some authors have generated interest in their work by serializing fiction in successive tweets.

YouTube: Here’s my video on choosing wine. The second-most-used search engine on the Net. People go to learn or to be entertained, not to chat. Book “trailers” were trendy for a while, but ultimately did not spur sales. If you have a “how-to” video that relates to your book, that might work.

Instagram: Pictures of me drinking wine. Twitter with pics. Smaller percentages and even younger users. Kids think it’s a hipper alternative to Facebook, but it is in fact quietly owned by Facebook. A book cover might do you some good, but the Comments do not yet allow you to post URLs, so you can’t link to Amazon.

LinkedIn: Hire me, the wine expert. Great for nonfiction writers selling their expertise. Less so for fiction writers. Older demographic. Hosts a publishing platform that can link to your webpage.

Pinterest: Here’s my collection of wine stuff. 31% of online adults, primarily women, post here. Basically, you create an online visual catalog of your work. Poetry circulates easily because a poem can fit in a single pic, but fiction could work too.

To learn more about Hootsuite: https://hootsuite.com

How Do You Define “Book?”

If you’ve followed publishing news this week, you know there are a host of new fiction forms in cyberspace. As a writer, you can decry change or embrace it, but I see little downside in new opportunities for writers, especially opportunities that involve innovation and equal access. The Big Five largely control the books that go into bookstores, but they do not control the digital universe.

Here are a few of the new forms “books” are taking:

  1. Apps. Several new phone apps that are basically novels in disguise are getting media attention. The most successful is The Pickle Index, a SF dystopian novel that also pushes pickle recipes to your phone (to get you to return to the app). Other similar apps are The New World and The Silent History (the best of them in my opinion, discounted to 99 cents as I post this). And apps aren’t just for novels. A writer named Prerna Gupta has created an app called Hooked that provides short fiction for young adult readers. According to Gupta, 80% of all YA novels are read digitally.
  2. Phone Fiction. If you’re thinking no one would ever read a book on their phone, think again. Phone fiction is huge. The most successful platform is Wattpad, which has over 35 million users and publishes 100,000 new stories per day, primarily romance, SF, and YA. Despite the glut of material, some works have broken out, such as MJ Gary’s Flawed, a SF YA thriller compared favorably to Divergent, and Brittany Geragotelis’ Life’s a Witch, whose Wattpad success led her to a three-book deal with Simon & Schurter.
  3. Twitter Fiction. Same idea, different format. Yes, Dickens serialized many of his novels–but not in installments of 140 characters. Of course, you can post more than once a day to maintain interest. Phillip Pullman and Margaret Atwood have both done it. David Mitchell has built a strong following for his work on Twitter. Poets have done it successfully too.
  4. Serialized Fiction. Serial Box offers readers original fiction in digitalized installments (eBook or audiobook format) delivered directly each week. An online HBO for book readers.
  5. Red Sneakers App. I would be remiss if I did not mention that we have a Red Sneakers iPhone app. It’s free. Put it on your phone and you’ll be notified every time I post to this blog, add a new writing seminar or retreat, post updates on the fall writers conference, etc.

Here’s a link for the Red Sneakers app: https://itunes.apple.com/us/app/red-sneaker-writers/id1078933125?mt=8

Serial Box: https://www.serialbox.com

Wattpad: https://www.wattpad.com

 

 

Writing Dialogue “Off-the-Nose”

DialogueOne of the hardest aspects of writing for me to grasp was the idea that characters shouldn’t always say exactly what is foremost in their mind. After all, we don’t always do that in real life, right? Often we beat around the bush, or make elliptical comments designed to elicit information without asking for it, or make provocative suggestions hoping for a revealing response. The cliche about “the elephant in the room” reflects that often what is not being said is paramount, not the trivia that is spoken.

The preference for off-the-nose dialogue is much like the preference for showing rather than telling. When a character says, “I’m sad,” it seems obvious and, frankly, boring. The savvy writer will use an off-the-nose comment which, coupled with what the reader already knows and perhaps a bit of suggestive action, reveals the character’s true thoughts. Yes, the reader has to work a bit, but they always do in more profound works, and that causes the reader to have a more profound literary experience.

Here’s an example from my book Dynamic Dialogue:

Beth peered over the rim of her coffee cup. “I think maybe this year we shouldn’t put up a Christmas tree.”

Her husband did not look up from his newspaper. “I thought you loved putting up the tree. You always make such a big deal about it.”

“I don’t think anyone cares but me.” She took a long drag from her mug. “Especially now that the kids are gone.”

“What about the stockings? The Christmas lights.”

“I can do without them, too.”

“The wreaths? The crèche?”

“Why bother? Better to make a clean sweep of things.”

He laid down his paper. “And me?”

She held the mug in both hands, treasuring the warmth.