This article appeared on May 26 2008 among the article archive on the valuable NAWW.org website. Having met Penny several years ago at the Whidbey Island Writer’s Conference, I already admired her energy and support for writers. Her information in this article is just as encouraging for those considering self-publishing as a way of finding an interested agent and/or reaching established publishing houses. –ed]

A New Way to Public
By Penny C. Sansevieri

These days, there are several ways to get your book published. You can get an agent and go the traditional route, you can self-publish, or you can take advantage of a new form of publishing called “print-on-demand” or POD.

What exactly is print-on-demand publishing? Think of it as self-publishing with a twist. It used to be, if you wanted to circumvent the traditional publishing houses, you had to tackle everything from printers to cover designers, ISBNs (International Standard Book Number) to distribution. Feeling dizzy yet? Sure, there were also self-publishing houses called vanity presses. They churned out about 6,000 titles per year and the author paid anywhere from $10,000 to $20,000 to publish his or her book. Cost alone was usually enough to discourage anyone who had not spent a great deal of time in the industry. Options were pretty limited, until the Internet explosion occurred.

Enter the on-demand publisher. Now, for a minimal fee (usually from $159 to $1,500), you can see your book in print. Essentially, what you’re doing is hiring a publisher to publish your book. They take care of the cover, the book interior, the ISBN, and the distribution. They are compensated for this by receiving a portion of the profits every time you sell a book. You are compensated through royalties and while these do vary, they typically fall somewhere in the 18-20 percent range per book. The great part about POD publishing is that the “on-demand” part enables them to print books as they are needed, meaning that someone (probably you) won’t get stuck with a garage full of books you can’t get rid of. If you only sell 100 books, that’s what they’ll print. There are no minimum orders, and your book will always stay in print.

 To give you an idea of the scope of the on-demand publishing industry, consider this: the typical big New York publisher prints about eight hundred new titles a year. At last count, some of the print-on-demand publishers were doing five hundred a month. Early estimates indicate that POD publishers printed around half a million books in 2001. This year, there are indications that this industry will hit the $78 billion market. These indicators tell us that the POD industry is growing at a pace no one anticipated. Why? Because the traditional publishing field is narrowing. Only one percent of books published each year are by unpublished authors. Does this low number tell us that there are fewer new authors out there? Absolutely not. What it tells us is that publishing houses are cutting back, merging and no longer willing to take chances on untested material.

The challenge with this industry is that you can’t get published unless you’re published –it’s a cycle from which we all aspire to escape. Now, we can. If you publish your book through a POD press, you are no longer considered a first-time published author. That is, if you sell the book. You still have to market your book. But take heart. With shrinking publishing budgets, you have to market your own book, no matter who publishes you. The hefty marketing budgets that used to accompany new releases are dwindling quickly.

So, let’s say you publish your book through a POD publisher and you market it. You market it so well that you begin to garner interest from bigger publishing houses. How many books you need to sell is anyone’s guess. Traditionally, the range has been between 5,000 and 8,000. Recently, however, Kensington Books (an imprint of Citadel Press) formed an alliance with POD giant iUniverse to consider any book that sold over five hundred copies. By “consider,” they mean they will consider publishing it. At five hundred copies, this levels the playing field considerably. If you’ve written a good book and you market it effectively, you’ll sell five hundred copies in the blink of an eye.

Publishers I’ve spoken to at some of the biggest houses in the industry (Time Warner, Simon & Schuster) readily admit they watch these books very carefully to see what’s selling. By picking a book that is selling moderately well, the publisher knows two things: the book has found an audience, and the author knows how to market it.

Even if you don’t get picked up traditionally, there’s still hope. If you sell a reasonable amount of books and you still aspire to a bigger publishing house, you can include this first publishing experience in your query letter.

How do you find these on-demand publishers? A list of some I’ve worked with follows this article, but who you pick will depend entirely on you and the needs of your book. For some, it’s the turnaround time; for others, it’s whether or not they can print in hardcover. Generally, though, the final product should be your first consideration; distribution or shipping time should be second. Once you’ve narrowed your publishers down to two or three, a good idea would be to order a book from each of them. This will tell you two things. First, you’ll get a sense for their ordering process and how quickly they ship the book to you, and second, you’ll get a firsthand look at the quality of their books.

What about the selection process? Do these publishers accept anything that’s sent to them? The answer is no. While the approval process is far less restrictive than traditional publishers and you don’t need an agent, some POD publishers still have guidelines as to what they will and won’t consider. These guidelines vary from publisher to publisher, so you’ll need to check their individual sites or contracts for specifics. Also, some publishers will even read the manuscript to determine the quality; if they feel the work is so poor it’s unmarketable, they will turn it down.

While you’re in the selection process, download the publishing company’s publishing contract and look it over carefully. You’ll want to make sure a few things are in place before you sign on the dotted line. First off, be certain you’re able to retain all the rights to your book (foreign, film, audio, hard cover, paperback, and ebook). This is extremely important. Never give or sell any of the rights away to a book you’re publishing through the POD process. Second, determine how quickly you can cancel this agreement. Ideally, cancellation should be immediate. Cancellation clauses will benefit you if your book should get picked up by a traditional house or if you decide to switch publishing companies.

Your time to market, meaning the time it takes them to format your manuscript into a book and get it ready for sale, will vary. Generally, you should see a completed book within ninety days, or in some cases, even less. This turnaround is incredible when you consider it takes a traditional house about twelve to eighteen months to get a new title ready for sale.

As with anything, there are drawbacks to this form of publishing. One of the biggest issues with print-on-demand is that there is a no-return policy in place for these books. Returns are a crucial part of doing retail business in the U.S. In fact, a whopping 35 percent of merchandise purchased is returned. Still, authors are finding ways around this issue. Some place books in specialty shops because these stores have a lower return factor. Others sell books on-line. Some bookstores will even carry a non-returnable book if the demand exists.

Secondly, this form of printing is more expensive than the traditional trade paperback model. Generally, POD books will be priced higher. Their price is often determined by the page count. As print-on-demand machines become more efficient and the per-page printing costs decline, POD book prices will drop. Many have already decreased considerably from where they were a year ago.

Despite the obstacles, there are many success stories emerging from this industry and many more are finding their way to success every day. Here are a few titles you might recognize that were (or are) POD books:

• Legally Blond (AuthorHouse.com)
• The Idiot Girls’ Action Adventure Club (iUniverse) currently on the New York Times bestseller list
• The Pearls of the Stone Man (Xlibris.com) was nominated for a Pulitzer Prize in 2002

With on-demand publishing, what was once a dream can now be a reality. In an industry that is saturated with exceptional talent, the advent of these publishers has afforded authors an opportunity that might otherwise not be available to them. It is an opportunity millions are taking advantage of. For some, it’s a way to finally see their book in print. For others it’s a road to publishing success.

Here are the Print-On-Demand Publishers that Penny listed:

• iuniverse.com
• infinitypublishing.com
• traffordpublishing.com
• xlibris.com

****

[That’s the end of Penny’s article. Sheila adds the comments below. – Ed.]

I’d like to add to the list of businesses that handle P.O.D. publishing from what WIR subscribers and others have told me.

• Book Locker
• Lulu.com
• Outskirts.com
• Dog Ear Publishing (whose website compares it to Outskirts)
• Amazon’s Book Surge

The list could go on, but you should definitely research the options and differences among these companies. The Dog Ear Publishing site in particular raises some valuable points to consider.

And here’s an encouraging Seattle Times article by writer Linda Knapp about Book Surge in particular and the whole P.O.D. publishing process from a writer’s point of view. –ed.]

More: Angela Hoy from Booklocker.com has sent this around in her newsletter this week — sample prices for helping you decide what you might want to do and where you might want to do it:

Booklocker.com: $492
Deduct $175 if submitting your own cover. No hidden fees. Includes everything. Books are usually on the market in less than a month. No extra charge for graphics. 35% royalties based on list price for public sales; 15% royalties based on list price on wholesale/bookstore orders. Added Bonus: Returning authors are only charged $99 setup fees on their second and subsequent books.

iUniverse: $699.00 (includes 5 “free” copies) Warning: They own your files after creation and you have to pay $300-$1500 to get them back if you leave their service! They charge extra for photos/graphics (included above) and never allow more than 50 graphics/photos in a book. No expedite service. Turnaround is 3-4 months. Note: iUniverse is now owned by Authorhouse. See last company listed below.

Lulu: $838.00
Deduct $450 if submitting your own cover. Lulu now charges directly for many services they previously farmed out to other companies.

Xlibris: $1323 (includes 5 “free” copies)
Does NOT offer ebooks! Charges expedite fee of $349 (included above) for publication in 2 months instead of 4-6 months. Charges $10 per image; $20 per table.

AuthorHouse: $1467
Charges extra for photos/graphics ($10 per image after first 10 – included in cost above). Expedite fee ($500) is for publication in 30 days instead of 6 months – included above. Claims ownership of files you pay them to create.

Trafford: $1852
IMPORTANT – Does not include full distribution! Choose the $2297 package if you want that. NOTE: This company is based in Canada.

The prices listed above are based on least expensive package offered by each publisher on similar offers targeting U.S. authors. Fees include setup, original cover design, print proof, ebook creation, up to 25 interior photos/graphics, an ISBN, barcode, a listing on the publisher’s website and distribution by Ingram, all within 6 weeks.

NOTE: Many companies offer perks that others don’t, some try to upsell authors on extraneous services, and a few even claim ownership of files the author has paid them to create! Study each publisher and contract carefully before making your choice.

****

More Links:

• For more details on BookLocker’s program
• Read how BookLocker authors got traditional publishing contracts and built businesses for their books using BookLocker services
• For more questions about self-publishing an ebook or POD book? Ask Booklocker