by L.J. Sellers
Jean asked if I was worried about the downturn in the publishing industry and what I think can be done about it. The fix isn’t a mystery at all. Three basic steps would change the industry’s business model to improve sales and cut costs.
1. Move away from the hardback fiction book. Publishers could simply not print hardbacks and let libraries and collectors laminate their own copies of trade paperbacks, or they could print very limited hardback runs with the bulk of the first printing done in trade or mass market paperback. Then the first run of each novel could be bigger and priced to reach the whole market. Publishers win by reducing their print costs and minimizing the number of returns. Readers win by getting a book they can afford when it first comes out, and writers win by reaching as wide a market as they can on the first publication. And if publishers produced an e-book version at the same time, it would open the market even further. And writers who didn’t hit the big numbers would never be stuck with a book that is only available in hardback—which is a spendy version that’s hard to sell at book fairs and special events, and limits sales even further.
2. Change distribution to a nonreturnable basis. This seems like such a no brainer. Approximately, 25 % of all books printed are returned and shredded. This is an unsustainable waste of time and resources. Once the new policy was in place, bookstores would have to be conservative about how many books they ordered at one time, but it would simplify the bookkeeping for everyone involved—especially authors who often have their royalties held back against returns.
3. Print only as many copies as are necessary to fill orders. Yes, there is a discount in volume, but if, in the long run, the model isn’t making money, it only makes sense to pay a slightly higher per-unit printing cost and have fewer returns. Money (and trees) would be saved from not printing, shipping, processing, and shredding books that never sale.
If all that happened, bookstores would have fewer returns to process and they could make money by remaindering books on their own premises. They could offer discounts and buy one/get one free deals to keep product moving. Publishers could cut their printing (and shredding) costs and spend more money on promotion for more authors, not just the bestsellers. This would take the pressure off each novel to perform to a certain standard and allow more novels to come to the market through traditional publishers.
Of course, this advice is aimed at the major publishers, which still control the bulk of the market. Many smaller publishers have employed these ideas. But they can’t work on a large scale unless they’re widely adopted. As long as the hardback book carries a certain prestige, publishers (and authors) who are in paper versions only will remain at a disadvantage.
(Reprinted from an earlier post, but still relevant.)
Bestselling author L.J. Sellers writes the Detective Jackson mystery/thriller series, which has twice won the Readers Favorite Award, as well as the Agent Dallas series and standalone thrillers. Her novels have received high praise, and she's one of the highest-rated crime fiction authors on Amazon.
L.J. resides in Eugene, Oregon, the setting for many of her novels. She's also a Grand Neal Award-winning journalist who founded Housing Help, a charity dedicated to preventing families from becoming homeless. L.J. enjoys standup comedy, cycling, social networking, and attending mystery conferences. To learn more about her, visit her website: http://ljsellers.com