There's Room for the Little Guy in Publishing Today

There is a revolution going on in the publishing industry and not everyone wants to hear about it.

John Haines is someone who does. Haines is a Canadian and a Kiwi. Born and raised in Ontario, he and his family have spent most of the last 12 years living in New Zealand’s subtropical far north. In between he’s visited scores of countries and lived in the Netherlands (twice; his wife is Dutch), Australia, Saudi Arabia, New Mexico and Arizona. He has recently published his first book, In Search of Simplicity, and his experiences in marketing this book have opened his eyes to the traditional publishing industry and to the revolution in book publication, printing and sales that is rumbling underfoot.

MBA educated Haines’ journey has taken him from business executive to world adventurer; from self sufficient organic gardener to health educator and radio and cable television host. His book, released in November 2008, chronicles the many exciting, enlightening and transformative experiences in the course of his life. As Haines says, “It’s not enough to just live the good life anymore; it’s time to share it.”

But getting the book out to a worldwide audience was initially challenging. “At first I contacted literary agents and publishers. But very few are interested in first time authors. Those that are prefer clients who are already well known. This was an exercise in rejection that rapidly lost its lustre.”

Then Haines discovered Print on Demand (POD), which has evolved out of the oft disparaged vanity publishing industry. He did his research and decided that it would suit his needs. “Even if I was accepted by a Random House or a Simon & Schuster, it could be another 18 months to see my book in print. And their royalties are a pittance, probably around 7.5%. I’m working with BookSurge who are based in Charleston, South Carolina. They pay 35% for every book bought directly from them or through Amazon.com.

BookSurge was launched in 2000 by a small group of writers dedicated to creating opportunities for authors to not only publish their work, but to retain their content rights and sales profits. BookSurge was acquired by Amazon.com in April 2005.

“They have been incredibly supportive,” enthuses Haines. “They have a range of services, depending on your budget. I’ve done it on the cheap, which means I’ve not only had to write the book, but with the huge help of our eldest daughter, a qualified editor, I’ve designed the type and layout, the cover and contributed to the editing. It has been a steep learning curve.”

Traditionally these jobs would have been the bailiwick of the publisher. Hence the up to two year time lag from manuscript acceptance to book launch.

And then there’s book marketing. “Many authors are under the mistaken impression that the big publishers, or even the smaller niche ones, look after the sales for you. That’s often not the case. They get your book into the retailers but much of the marketing is up to you,” claims Haines. And if books don’t fly off the shelves of the chain book stores in the first few months, they’re pulled from the shelves and discounted in remainder bins. The author can just about kiss any remaining royalties goodbye.

Like other artists, authors are finding that they need to be their own best marketers in today’s rapidly changing world. “Every author has a website and the latest thing is to create a video trailer for your book. I made mine on my laptop,” says Haines. The same forces that have changed the faces of the music, film and television industries are now transforming publishing and bookselling. Books can now be uploaded just like music and pictures. In the last two years, for the first time, more books have been sold online and in non-traditional outlets than in book stores.

Publishers, booksellers and authors are struggling to keep pace with the changes in the industry. Publishers and bookstores are folding or continue to be swallowed up by bigger players and authors like Haines are finding it harder to get published. “Publishers are not looking at the quality of your writing or the importance of your content. They want to know how big your email address list is, how well known you are, how saleable you are.”

Despite their bulk and experience, the big players don’t always get it right. 70% of the over 400,000 new books released last year didn’t even earn back the initial author advance.

It’s an intensely competitive and rapidly changing world. Conventional book publishing still has marketing and distribution muscle that no self-publisher can match. But authors are increasingly turning to promotion rather than to advertising, and much of this is being done, you guessed it, online. Haines would agree. He says, “There are many free websites where authors can create a profile and interact with other authors and readers. But the greatest boon for authors is the podcast. These radio interviews can be done anywhere over the phone. The interviews are recorded and available in perpetuity for listening or downloading.”

Haines describes his new book as “an autobiographical travel adventure story that reads like a novel.” It claims to probe into the true nature of “so-called coincidences,” and empower its readers with the potential for “personal awakening.” Readers all over the world would agree.

Copies of In Search of Simplicity can be ordered from Amazon.com or by calling toll free 1-866-308-6235. The book’s website, packed with sample chapters, video trailers, blogs and uploaded radio shows is: www.insearchofsimplicity.com.