Find a
Literary Agent or Self Publish: How to Decide
by Fern Reiss, CEO, PublishingGame.com
You’ve decided to publish a book. You’ve
done the hard part—you’ve finally got the
manuscript written. Now all that’s left is to publish
it—and that’s the easy part, right?
Welcome to today’s new world of publishing, and
the options that await you. In the old days (we’re
talking 15 years ago) there was really only one choice
for writers who wanted to release their words to the
world: You sent your manuscript to a publishing house,
and then you prayed. (Sure, even then you knew you were
supposed to find a literary agent first, but that seemed
a harder quest even than nailing down a publisher.) Six,
eight, twelve, sometimes 24 months later, you’d
get that sinking feeling in your stomach when your familiar,
brown-wrapped manuscript turned up again in your mailbox.
Sometimes it would be accompanied by a scrawled, “Sorry,
not for us,” or a day-brightening, “Try us
again!” More often it would come with a form letter,
explaining politely that they get a lot of manuscripts
and they publish few. After attempting in vain to remove
the coffee stains from your once-virgin pages, you’d
type the thing up afresh and start all over again.
Today’s publishing world is radically different—and
that’s very exciting for us as authors.
First of all, there are many more outlets today to which
to send your work. Twenty years ago, there were a handful
of top-notch literary agents. Today, there are several
hundred good literary agents across the country. (Partly
this is because the large publishing houses have downsized
and been gobbled up in recent years, and many of the
former publishing house editors have now hung out shingles
as literary agents.) Regardless, there are many more
outlets for your work, and many more opportunities to
capture a literary agent than ever before. (There are
also more venues in which to meet a literary agent. With
writing conferences popping up all over the country,
you can pretty much pre-select your agent of choice and
then track down the conference where you can most easily
meet him!)
There’s also the new viability of self-publishing
today. Although there have always been self-published
books (Ben Franklin and Mark Twain are among the literary
forefathers who supposedly self-published) the technology
has now become accessible and affordable for all. You
can print a 250-paged paperback book in quantities of
1,000 for just $2 per copy today—making self-publishing
a truly viable option for many. And there’s the
new buzz word in today’s technology, print-on-demand,
which promises to pave the bumps in the road even further
for authors. Although I don’t recommend print-on-demand
publishing for most situations (see my article on POD)
there are circumstances in which POD is an affordable,
easy alternative for authors seeking to publish.
So given all the options, how do you decide? What are
the tradeoffs? What are the caveats? I give all-day Publishing
Game workshops on these topics, but here are just a few
things to consider:
Cachet. Being able to refer to your literary agent and
publisher is now, and probably always will be, more impressive
than publishing yourself. When someone at a cocktail
party asks what you do, if you can say, “I’m
an author, Harper-Collins published my latest book,” that’s
classy. When I say, “I’m Peanut Butter and
Jelly Press,” it’s just cute. So it depends
on your goals; if you’re in it for the prestige,
the traditional literary agent/big publisher route is
probably best for you.
Control. If you want to control the details of your
book—the editing, the cover design, even the content—you
need to self-publish. Although the best publishers give
you some input, you’re never able to control all
the details unless you’re publishing yourself.
Profits. If you have a clear sense of who your audience
is, and how you can reach them, you might be able to
generate much more income from your book by doing it
yourself. When you work with a large publisher, you make
only 10% of list price (and the agent takes 15% of that.)
So the book that sells for $10 retail is netting you—85
cents. As a self-publisher, you keep all those profits—so
that same $10 book, once you’ve paid off the middlemen
who sell to the bookstores and libraries, will generate
at least $3 to $4.50, or even more for books sold back
of the room at talks or directly over your website. You
can be just 10% as successful as a large publisher—and
make the same amount! (The downside is that you’ll
also incur all the financial risk. With a big publisher,
you may not make money, but you won’t lose it either.)
Still, there are an estimated 50,000 small publishers
in the US today, and we’re generating over $14
billion annually in book sales. You can be one of us.
Speed. Mainstream publishing is painfully slow. Even
after you find a literary agent and publisher, the time
lag between their acceptance of your manuscript and the
final publication of your book could easily be as long
as two to three years. Be sure your topic won’t
wither in that period of time. (My book, Terrorism
and Kids: Comforting Your Child came out one week after 9/11.
All the big publisher books on 9/11 came out nine months
later, way too late for the market—and most of
those books ended up being remaindered.)
Shelf Life. With a big publisher, you have no control
over the shelf life of your book. Most books today—even
those which receive huge advances of money—have
a bookstore shelf-life of only eight months. So if you
want your book to be around for longer, you need to consider
self-publishing. (I turned down a six-figure advance
for my book, The Infertility Diet: Get Pregnant and
Prevent Miscarriage, because I was concerned that it would be
yanked from shelves prematurely. By self-publishing,
I was able to ensure that it stayed in print—and
on bookstore shelves—forever. That book has now
been selling for six years—and it still sells like
hotcakes.)
Business. If you like to write, but you have no interest
in business, leave the publishing to someone else. Self-publishing
is a business. To make money at it, you need to like
those sorts of business things. (You may, on the other
hand, find that you love those sorts of business things—I
have!)
Publicity. Finally, no matter which
way you ultimately decide to publish your book, remember
that you—and
you alone—are responsible for your book’s
publicity. No matter how much money the big publisher
throws your way, it’s unlikely that they’ll
be doing any publicity for your title. (In fact, several
large publishing houses are now buying my small press
book, The Publishing Game: Bestseller in 30 Days and
giving it to their authors to encourage them to do some
publicity on their own!) If you want your book to sell,
and sell well, you’ll need to learn how to do book
promotion. Fortunately, it’s a learnable skill,
and with a little practice, you’ll get good at
it.
Finally, remember that publishing is a game. Whichever
way you decide to publish, sit back, relax, and enjoy
the experience!
Fern Reiss is CEO of PublishingGame.com (www.PublishingGame.com) and Expertizing.com (www.Expertizing.com) and the author of the books, The Publishing Game: Find an Agent in 30 Days, The Publishing Game: Bestseller in 30 Days, and The Publishing Game: Publish a Book in 30 Days as well as several other award-winning books. She is also the Director of the International Association of Writers (www.AssociationofWriters.com) providing publicity vehicles to writers worldwide. She also runs The Expertizing® Publicity Forum where you can pitch your book or business directly to journalists; more information at www.Expertizing.com/forum.htm. Sign up for her complimentary newsletter at www.PublishingGame.com/signup.htm.
Copyright © 2011 Fern Reiss
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