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Last week, Publisher's Weekly announced that
of the last 100 bestsellers, 63 were written by
the same 6 authors.
That's the big story. But there's a little story,
too. One that is promising for the entrepreneur
and individualist.
There are over 53,000 publishers in the United States.
Of that number , there are a mere 23 large houses
(such as Simon and Schuster) and only 300 medium-size
houses (such as Writer's Digest Books). The rest
- over 52,000 - are small presses, which produce
over 30% of all books sold in the United States.
That's a lot of books.
And yet, bookstores and the media still look askance
at small publishers and e-publishing companies,
viewing them as only a few notches above vanity
presses.
It's an attitude that disturbs the small publishers
but won't deter them. Against all odds, they continue
to produce quality books that not only sell but
often win prestigious awards.
Some of these publishers work out of their garages
or kitchens. Some sell books out of the trunks of
their cars or/and on the virtual highway. In fact,
many authors don't even sell their tomes in stores,
opting instead to sell through online bookshops
or from self-designed storefronts on their own Web
sites.
Few small publishers can afford the kind of PR and
advertising campaigns that are de rigeur for the
big houses. Instead, they do their own PR, rely
on word of mouth, do radio interviews, and use the
Internet's newsgroups, listservs, and Web sites
to get a buzz going.
"Handbook To A Happier Life" was self-published
by Jim Donovan of Bovan Publishing Group, and it
has sold over 75,000 copies. According to Donovan,
"Essentially, I did it (actually, the book's content
did it) by becoming clear as to who my target readers
are and asking better questions to go about finding
them. Most of my sales have been to the corporate
market, sold in bulk."
Publisher's Weekly, tough to get reviewed by --
especially for a self- publisher -- gave a rave
to Linda Tatelbaum's two books, and she's passed
the 7,000 sales mark.
"Vermont People," by Peter Miller of Silver Mint
Press, has sold over 12,000 books.
Angela Adair-Hoy averages $5,000 a month selling
books about e-publishing from her Web site www.writersmarkets.com.
Not only does she sell her own books by targeting
her audience in a newsletter that goes to over 40,000
subscribers, but she also sells other writers' books,
including the highly popular "Contributing Factor$
-- what it takes to go from freelancer to regular
contributor (and make money from the comfort of
your pajamas and computer)" by KD McIntosh. In fact,
Hoy commissioned McIntosh to write a second book
-- "How to Write, Publish & Market Your Book in
7 Days or Less!" -- which she pre-sold through her
own newsletter as well as from blurbs in McIntosh's
newsletter for authors.
Hoy has the reputation online for knowing what readers
want and how to give it to them. She says she started
her own publishing house because she figured she
could do it as well as, if not better than, anyone
else.
Lisa Rogak is another writer who decided she could
do it better and make more money on her own. And,
after writing over 25 books for medium presses,
she has written "How to Run a Country Business."
With orders for 5,000 books, she has been invited
to appear on The Martha Stewart Show.
Tim McCormick, President of Greentree Publishing,
has sold over 169,000 copies of "How to Behave So
Your Children Will." Over half of which were through
book club sales.
Each one of these stories defies convention.
In spite of reviewers who rarely review a book unless
they recognize the publisher's name; despite bookstores
that are reluctant to order more than one or two
copies of an independently published book -- and
notwithstanding prohibitive advertising costs --
these publishers persevere. They sell titles book
by book, utilizing local newspapers, the Internet,
and creative marketing plans.
The modest success of independent publishers speaks
volumes about the power of entrepreneurial skills
and determination. Best seller status may elude
them, but they are writing their own success stories,
one book at a time.
Do
you think the growth of small presses and the Internet
are really the opportunities they seem to be for
aspiring writers? Discuss Here
Copyright © 1999 M.J. Rose All
Rights Reserved
M.J.
Rose is the author of Lip Service, PocketBooks Sept
1999. Lip Service is also available as a Featured
Alternate Selection of the Literary Guild and Doubleday
Book Club - Aug/Sept (www.readLipService.com)
MJ Rose is the author.
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