Harnessing the power of self-publishing!

Both traditional publishing and self-publishing offer pathways for authors to bring their books to the public. Self-publishing is increasingly becoming popular amongst new and budding authors.

Here, Shalini Gupta, Founder & Director Zorba Books; Leonard Fernandes, Co-founder, CinnamonTeal Design and Publishing; Pinaki Ghosh, Power Publishers & Motion Pictures; and Navsangeet Kaur, White Falcon Publishing, share their views on self-pubishing.

AABP: What are the key differences between traditional publishing and self-publishing?

Shalini: In traditional publishing, the publisher makes the final call on whether to publish a book, sometimes requiring the author to contribute financially to the increasing publication costs—a shift from past practices. Conversely, in self-publishing, the author takes the initiative to get his or her work published and is a fast way to see his work in print. Our young poet Arunendra describes his reason for self-publishing in an interview, “Our writing is very relevant today and may be passe one year down the line.”

Traditional publishers typically specialize in specific genres and select manuscripts that align with their targeted niche. On the other hand, self-publishing companies offer services to authors looking to publish books across a diverse range of genres, providing a more flexible approach to publication.

Self-publishing is universally accessible to all authors and provides them a platform to independently manage the publishing process or collaborate with self-publishing companies. This method is not only swift and dependable also allowing the authors full control to ensure their book meets professional standards and their unique needs.

Leonard: I think the main difference is that while publishers invest their money i.e. pay the costs associated with publishing, in the case of traditional publishing, authors invest their own money in the case of self-publishing. The costs associated with publishing are the costs of editing, designing, printing and distributing the book.

Pinaki: The business model of self-publishing and traditional publishing are completely different; the way revenue is earned. Traditional publishers earn their revenue from book sales. Their aim is to reach high figures in the number of books sold. Self-publishers earn their revenue by selling pre-press, printing, online distribution and book promotion services to new authors. Self-publishers are service-oriented companies who want to sell their services to new authors.

Traditional publishers publish established authors who are well known and have a reader base; because their aim is to reach high sales figures. Self-publishers, on the other hand, give opportunity to new and first time authors to get their books published and put them in online stores.

The waiting period and the publishing period for traditional publishers can be lengthy; can be 4 months to 2 years; with self-publishers, the turnaround time, from manuscript submission to publishing is very fast; less than a month.

Traditional publishers invest their own money to publish books; self-publishers spend the money invested by the authors to publish books.

Navsangeet: Traditional publishing involves a publishing house selecting and investing in manuscripts, handling editing, design, printing, distribution, and marketing, usually in exchange for a percentage of sales and rights. Self-publishing, on the other hand, puts the author in control of the entire process, from editing to distribution, with the author bearing the costs but retaining more control and royalties.

AABP: What advice would you give to authors who are trying to decide between traditional publishing and self-publishing?

Shalini: Choosing the right publishing path is a unique journey for every author, and it’s crucial to consider what aligns best with your vision and goals. Let me expand here, if you’ve crafted a collection of poetry, traditional publishing may present more challenges,

Consider your timeline and how swiftly you wish to see your work in the readers’ hands. Reflect on the significance of preserving your authentic voice and creative control. If being in control of the publishing process and maximizing royalties are high on your priority list, self-publishing could be the avenue for you, offering professionalism and transparency.

Author KN Pandey (an academician)having published books across both traditional and self-publishing, says in a video interview, “The personalised attention, the regular updates has helped me shift focus entirely to Zorba Books.”

With a myriad of publishing houses out there, it’s vital to research their credibility and the satisfaction of their authors, as evidenced by testimonials, both written and visual, to ensure you make an informed decision that celebrates and respects your literary work.

Leonard: Whether the author considers traditional or self-publishing, the factors that need to be considered are the same: will the book be published with care, will production be of a good quality, will the book be well edited, will the book be available to those who wish to purchase it?

Pinaki: If you are a new author, first time author, go for self-publishing, because unless there is a buzz about you, or unless you are an established author, traditional publishers may not be interested to publish you. You would be wasting your time waiting for their response. If your self-published book gets good response from organic buyers, you may consider withdrawing it from the self-publishing company and re-publishing through a traditional publisher who is interested in publishing you based on the result of your current book; or you may try to approach a traditional publisher for your next book.

Navsangeet: In today’s publishing world, self-publishing technology is becoming increasingly popular, especially among new and young authors. Unlike traditional publishing, where authors often give up control and face long waits, self-publishing lets writers manage everything from start to finish.

For writers weighing the options between traditional publishing and self-publishing, I suggest considering the opportunities self-publishing brings. In today’s changing publishing world, especially for new authors, self-publishing gives you more control. You set the pace, keep creative freedom, and connect directly with your readers. It’s a path that lets you adapt quickly to market changes and reader interests. So, for those starting out, self-publishing could be a smart and empowering choice to consider.

AABP: Can you outline the primary distribution channels your platform utilizes for authors’ books?

Shalini: In today’s digital marketplace, online sales are paramount. Zorba Books harnesses this powerful channel to distribute our publications efficiently, offering transparency and dependability in transactions and sales. Authors who choose to self-publish with us value the consistent accuracy and timely royalties we provide.

Additionally, a significant portion of our sales is directly through distributors, focusing on quick payouts so we meet the authors expectations. Our network of channel partners, both specialized and broad-based, also plays a crucial role in promoting and selling our titles. Ultimately, we explore every available avenue to distribute our books, committing to those that yield the highest sales potential and financial rewards for our authors.

Leonard: Our publishing house, CinnamonTeal Publishing, primarily uses online platforms for distribution of the book. These platforms ensure that the book is available both, in India, and permissions permitting, in foreign markets. In addition, if the author wishes to do so, we talk to selected bookshops to stock copies of the book.

Pinaki: Self-publishers usually put the book in online stores like Amazon, Flipkart, Jio Mart, Kindle (ebook version) etc.

Navsangeet: Our primary distribution channels mainly revolve around Amazon, our official White Falcon Bookstore, and Flipkart. Among these Amazon stands out as the leading platform, dominating the online sales market, making it a crucial platform for your book’s visibility and reach. Your book will be strategically listed across various Amazon platforms, including the US, UK, UAE, Europe, Australia, and Canada. Additionally, we’ll ensure its availability through prominent platform like Barnes & Noble and Walmart, especially for UK distribution. By leveraging these channels, we aim to give your book maximum exposure to diverse audiences across different regions, ultimately boosting its sales potential and reader engagement.

AABP: How do you ensure broad reach and visibility for books published through your platform?

Shalini: Guiding authors in promoting their books is a multifaceted process that begins with identifying the unique selling points of their work. We start by crafting a compelling author’s story and book synopsis that resonate with potential readers. Awareness of using social media platforms and personal branding are created to empower authors to effectively engage with their audience. We also assist in creating eye-catching promotional materials and press releases.

Additionally, we organize book signings, readings, and interviews to increase visibility.

We utilize distribution channel partners to highlight our books. We make the most of methods offered with each partner to highlight our books.

To use the oft-used phrase, the last but not the least, is the author himself, whom we guide right from the start of the publishing process to after publishing on ways to promote their book.

Throughout this journey, we provide continuous support and feedback, ensuring that authors feel confidentand equipped to make a splash in the literary world.

Leonard: Like I mentioned earlier, the books are easily available to buy. In addition, we work with the author to publicise the book via social media, or through events such as book discussions and launches.

Pinaki: Self-publishing offers different types of publishing packages to authors. Some packages offer more distribution and promotion than other packages. Some authors want only pre-press and printing services and go for private circulation; others who want their books to sell online, can go for the packages that offer higher online distribution and promotion.

Navsangeet: To ensure broad reach and visibility for books published through our platform, we employ a multifaceted approach that leverages modern marketing techniques and traditional media channels. Firstly, we harness the power of social media platforms like Instagram and Twitter, which boast immense audiences across various niches. By crafting engaging and targeted content, we can effectively reach a wider audience within your niche.

Additionally, we utilize Amazon ads, a highly effective tool for boosting visibility and driving sales. These ads are strategically deployed to reach potential readers who are actively browsing for books in your genre. Beyond digital marketing, we also employ traditional media channels such as print media coverage across 100+ channels and newspaper features to further amplify your book’s visibility.

Furthermore, we collaborate with book influencers and thought leaders in your genre to expand your reach and enhance credibility within the literary community. By employing a combination of these strategies tailored to each title, we aim to maximize exposure and ensure that your book reaches its intended audience effectively.

AABP: Can you discuss any unique or innovative distribution strategies your platform employs?

Shalini: Our uniqueness lies in our strategic focus on enhancing the visibility of our books after leveraging the various sales channels. Recall the moment demonetisation hit, Paytm seized the opportunity to advocate for digital transactions, instantly capturing the public’s attention and significantly boosting their visibility. Similarly, we keep an eye out for such unpredictable, high-impact events—our ‘Black Swan’ moments—to propel our books into the spotlight. Once interest is sparked, readers will naturally seek out our widely accessible books.

Leonard: We were the first to introduce POD-based fulfilment. We also introduced international distribution to our authors, and insisted on a contract signed with the authors, and offered self-publishing service to make editing part of our standard offering. We also are the only service providers who do not offer package-based services, rather ask the author to choose from a menu of services and charge for only those.

Pinaki: Promotional video, book reviews, author interview, Facebook ads are a few promotional services we offer to our authors.

Navsangeet: At our platform, we are pioneering innovative distribution strategies, particularly through our White Falcon Bookstore. Unlike traditional reliance solely on third-party marketplaces like Amazon, we are leveraging our in-house technology to empower our own store for worldwide distribution. This approach not only benefits our authors but also extends to authors worldwide who have published books with different publishers. By offering a direct channel for distribution, we aim to provide authors with higher royalties and greater transparency, while also ensuring a seamless and efficient distribution process. Our commitment to innovation in distribution reflects our dedication to supporting authors and enhancing their publishing experience.

AABP: How do you assist authors in optimizing their books for different distribution channels (e.g., ebook formats, print-on-demand)?

Shalini: This is a core service that we carry out for our authors at our end. In the case of free/DIY publishing, the free software handles many of these issues.

Leonard: We tailor each book for a different format. For example, for ebooks, we enhance the ebooks so that they are more user friendly on the electronic device. In the case of print, we offer various formats and specialise in PoD.

Pinaki: If self-publishing, we insist and advise the authors to inform and promote their books in their known, extended circle; among friends, family, colleagues, clients, neighbours etc. The first sales for self-published authors come from known people. If they like it, the word-of-mouth buzz generates more organic sales from people unknown to the authors. If the authors remain shy about promotion and expect their books to sell in autopilot like magic, that does not happen.

Navsangeet: We assist authors in optimizing their books for various distribution channels by providing comprehensive support across multiple formats. Whether it’s ebook formats, print-on-demand, or audio books, we ensure that your book is prepared and optimized for each channel.

For ebooks, we help authors in formatting their manuscripts to meet the specific requirements of popular ebook platforms such as Kindle Direct Publishing (KDP), Apple Books, and Google Play Books. This includes converting the manuscript into compatible file formats like ePub or MOBI, as well as ensuring proper layout and design for optimal reading experience across different devices.

In the case of print-on-demand (POD) services, we guide authors through the process of preparing their manuscripts for printing, including formatting for different trim sizes and ensuring high-quality cover design. We work with reputable POD providers to ensure that printed copies of the book are produced with professional quality and made available for purchase on platforms like Amazon and Barnes & Noble.

Additionally, we assist authors in exploring the growing market for audio books by facilitating the production and distribution of audiobook versions of their works. This involves collaborating with experienced narrators and audio production studios to create engaging audio adaptations of the book, which can then be distributed through platforms such as Audible, iTunes, and Google Play Audiobooks.

Overall, our goal is to provide authors with comprehensive support to maximize their book’s reach and accessibility across different distribution channels, catering to the preferences of readers in both domestic and international markets.

AABP: How do you see the future of publishing evolving, and where do you think traditional and self-publishing will fit into that landscape?

Shalini: For the foreseeable future, As literacy rates continue to rise, the trend of consuming books in shorter, more digestible formats—be it print, eBook, or audio -will remain popular.

For the majority, books remain an irreplaceable medium for igniting imagination, providing entertainment, imparting knowledge, and facilitating the comprehension and retention of ideas. Each publishing format retains its unique appeal, catering to diverse reader preferences.

As we can see already happening, the publishing landscape is evolving, with small to medium-sized traditional publishers experiencing shrinking profit margins, leading many to adopt hybrid publishing strategies. This shift is paving the way for a promising future in self-publishing and hybrid models, offering authors more control, flexibility and speed in bringing their works to readers worldwide.

Leonard: I see a future where traditional and self-publishing co-exist. There are markets for both kinds of publishing. There is one caveat though. If we allow self-publishing to run amok with bad quality of delivery, self-publishing will suffer an image of being of undesired quality. That reputation is already muddying the waters and might completely destroy its worth.

Pinaki: Self publishing will become more popular and dominant. More and more traditional publishers will launch their self publishing divisions alongside their existing traditional publishing.

I expect publishing to become more audio-visual combining print, audio and video / animation in books. Books, especially educational and school books will have QR code alongside the printed text that can be scanned using Google lens of our phones to go to a link where the text is narrated or explained by a voiceover artist, or it can lead to an animated version of the story / chapter. This will increase the interest of students and the reading pleasure, to combine audio and animation in printed books.

More and more books will get converted to audio story and will be uploaded on YouTube channels of audiobooks. They will also be available on audiobook apps like Audible and Spotify. Another advancement will be augmented reality printing, where characters and pictures printed in books will stand up and come out of the books to talk to the reader when looked at the printed pages through the lens of a phone.

Navsangeet: In the evolving landscape of publishing, we anticipate a significant shift towards self-publishing as authors increasingly seek greater autonomy and accessibility. While traditional publishing may continue to serve niche markets and established authors, self-publishing offers a dynamic and inclusive platform for emerging voices and diverse storytelling. This trend suggests a more democratized literary ecosystem, where authors of all backgrounds and genres can thrive. Overall, we envision a future where both traditional and self-publishing coexist, each catering to different author needs and reader preferences, ultimately enriching the literary landscape for all.

AABP: Anything else you would like to add…

Leonard: I think self-publishing services should be mindful of two facts: a) that theirs is a paid service and that those paying for it must receive a service of the best quality and b) that the reader is paying for the book and therefore should receive a book that gives value for money. This means that the service providers should ensure that the book is well edited, designed, produced and easily accessible to people who wish to buy it. None of those four requirements is negotiable.