When I first started working in publishing, no one questioned the value of a publisher.
Now they do.
When I tell nonfiction writers they need to demonstrate to the agent/editor they have a big enough platform—enough visibility—to sell books without the help of a publisher, they’ll ask, “What’s the publisher for then?”
When I tell fiction writers that their work needs to be compelling, polished, and ready for publication before they query, they’ll ask, “What’s the publisher for then?”
For first-time authors who have no readership, the answer is easy. Quality considerations aside, a publisher raises your profile and makes you look bigger than you’ve ever looked before. Someone is taking a financial risk to launch your work into the world and make your name recognizable, and the risk can be taken only for a finite number of authors, so people make quite logical assumptions about quality that are in your favor.
Of course, publishers fail at launching authors every day. But authors promoting themselves tend to fail at it more dramatically. It’s not that publishing is hard. It’s the ability to spread the word about your work’s existence at the right time to the right people that’s crazy-difficult. So far, most publishers are still better at doing that.
So far.
If you’re an author who can make influencers jump when you ask, or have a siren call that lures readers to your door, then all bets are off on what the publisher is for. You’ll have to decide.
Jane Friedman has spent nearly 25 years working in the book publishing industry, with a focus on author education and trend reporting. She is the editor of The Hot Sheet, the essential publishing industry newsletter for authors, and was named Publishing Commentator of the Year by Digital Book World in 2023. Her latest book is The Business of Being a Writer (University of Chicago Press), which received a starred review from Library Journal. In addition to serving on grant panels for the National Endowment for the Arts and the Creative Work Fund, she works with organizations such as The Authors Guild to bring transparency to the business of publishing.
I plan to publish three to five books this year and there’s no way I’d consider approaching a traditional publisher (unless I could get a stupidly high advance and promo budget).
I prefer the control, speed and income of operating my own publishing company. http://www.SilverSandsBooks.com
I know you’re not alone! May your publishing endeavors be successful.
[…] No one used to question the value of a publisher, but now everyone's wondering: What are they good for? […]
Considering some of the lackluster launches of debut authors I’ve seen in the last two years (most of them from Big 5 publishers), I’m questioning (again) the efficacy of traditional publishing if you’re not a best seller already.
Yes, I’ve met scores of disappointed traditionally published debut authors over the years. And I’ve also met an equal number of disappointed self-published debut authors. Perhaps it’s tougher to be among the former, given the hopes and expectations the traditionally published author has.
To your points (all good ones), I would add that publishers are good for:
— Money: They invest in a very high-risk, low-reward venture: publishing a new book (yours). They put up all of the money, and you get more than half of the profit. That’s not a bad deal.
— Experience: Even the wet-behind-the-ears young pups will have seen more books through their part of the process than it’s likely that any author ever will. They know what works for which type of book. And if they don’t, the more experienced person in the next office will.
— Distribution: It’s possible for an author to get his or her book onto every bookstore shelf in the country, and into hundreds of other, non-book stores. It’s possible, but it’s hard and it’s expensive. Let the publisher do it. And, no, the so-called self-publishing companies’ promise that it will be “available” in stores does NOT mean the same thing.
— Coaching for your marketing efforts, and access to data such as Nielsen Bookscan.
Oh, and last, but not least — they’ll add gloss to that manuscript you thought was polished already.
and the list rolls on.
All good points. Thank you, Marion.
Sound and to-the-point as always, Jane. Wishing you a great 2016 and many thanks for all the great advice you offer.
Thank you, Mary!
I realize for some, self publishing is working well, and I’m glad. But I write realistic middle grade, and traditional publishing has been very good to me so far. It wasn’t easy to reach that point. For years I struggled and received nothing but rejection, but am so glad I didn’t give up. Aside from the satisfaction/education that comes from working with a team of professionals who truly care about your work, I strongly believe if not for going the traditional route my books wouldn’t be in hundreds of libraries, schools, ect. Traditional publishing allows you to have a life outside of writing, while many self published authors admit it has to BE your life. Just my two cents.
Great blog and great points, Marion. As a first time author, promotion, distribution, experience, coaching etc are the reasons I’m looking at traditional publishing (first). But it’s great that I have other options available if I feel I can do it myself.
Jane, I’m part way through your How to Publish Your Book lecture series too. Brilliant info.
Glad you found the series, thank you!
I’m going the traditional route for the following reasons:
1. I have no experience writing a novel, until I wrote this one — my first. I need someone who knows more about publishing than I do to help me, because I don’t want to waste the years learning what they know.
2. Am I good enough? Sure, I can write a book. I could write a book in third grade, (who couldn’t?) but writing a book and writing a novel good enough for a publisher to take the risk on me are two different things. I want to know am I really good enough? Am I really as good as I think I am, my critiquers think I am, and my beta readers think I am? (And, I’m good. I don’t think I’m extremely good or great. I have too much to learn.)
3. I know how to market in general. They know how to market books. They don’t have to be The Big Five to prove that, but I’m not publishing with Tillie’s Beauty Salon, Dog Walker, and Publishers. Whoever “they” are, they’re not good enough until they prove to me they’re good enough. (I want a level of proven success from whichever publisher says yes.)
That all said, one thing I worry about. What about all those authors who turned down six figure book deals because they could, (and did), do better on their own? What about the publishers who think marketing means putting a blurb in a publishing trade mag only read by other publishers? How do I know which publishers think that is all the marketing they need to do? And, how do I know if I’m getting one of them? Honestly, if they’re doing less marketing for my novel than I will do, they are useless. I’m counting on an agent to help me, but I still fear not knowing enough to know what questions I should be asking.
Hi Lynn – If it’s any comfort, I think the authors who turned down 6-figure deals are doing the right thing for them, but not necessarily the right thing for you. (Plus there are more authors who accept such deals than turn them down.)
If/when you secure a traditional book deal, remember that the marketing process begins as soon as you have a contract in place. Too many authors wait to ask the publisher about the marketing process/plan until a few weeks before the book is released. It’s too late at that point—the book has already been pitched to major accounts. The real marketing begins as soon as you have a release date; build a good relationship with your editor, who is your champion to the rest of the marketing/sales team at the publishing house, and demonstrate you’ll be a proactive partner in the launch—this can go a long way toward a happy (or happier) outcome.
“What’s the publisher for?” Discoverability. Despite the gains made in self-publishing, I’m under the impression that the average reader is still far more likely to find YOUR book if it’s publisher published rather than self-published.
I agree.
[…] Traditional Publishing: What Is It Good for? (Jane Friedman) When I first started working in publishing, no one questioned the value of a publisher. Now they do. When I tell nonfiction writers they need to demonstrate to the agent/editor they have a big enough platform—enough visibility—to sell books without the help of a publisher, they’ll ask, “What’s the publisher for then?” When I tell fiction writers that their work needs to be compelling, polished and ready for publication before they query, they’ll ask, “What’s the publisher for then?” […]