By Elizabeth S. Craig, @elizabethscraig
Back in March, I wrote a
post weighing in on the self-publishing vs. traditional publishing
choice. At the time, I was stunned by a
report from a Digital
Book World survey . Although I
didn’t mention it in the post, I couldn’t believe that one of the main reasons
surveyed writers said they were interested in pursuing traditional publishing
(76%) was the “marketing support from a publisher.”
At the time, I didn’t really want to
pooh-pooh that on the blog—I wasn’t trying to slam my publisher(s) by outing
this myth. So I ignored it, figuring
those were just ill-informed writers who wouldn’t be reading my blog anyway.
But now, there’s been another survey
published. The Bookseller’s and
FutureBook’s annual publishing
survey. Porter Anderson in his weekly Writing on
the Ether column for industry expert Jane Friedman’s blog, quoted Sam
Missingham: “Traditionally published authors say they need more marketing and
publicity support. But self-publishing authors say they want to get contracts
because they think a publisher will give them the very marketing and publicity
support the traditionally published writers say they don’t get.”
It’s time to put this marketing myth to
bed. Marketing support should not be your reason to go to traditional publishing, y'all.
There are other reasons to be interested
in traditional publishing. Some writers
cite validation. Some hope for excellent
editing. Some feel strongly about
bookstore distribution. Some have just
always wanted to see their book on a bookstore shelf.
Marketing support from the publisher
should not factor into your reasoning unless you’ve written a
blockbuster-style, high-concept book.
The kind of book that really will get
a push from publishers, but doesn’t—ironically—need
a push from publishers.
If you’ve written standard commercial
fiction, most literary fiction, 95% of genre fiction…you’re not going to get much
marketing from your publisher…or what I’m imagining that writers consider marketing support.
You might
possibly get an ad in one of your genre’s magazines…I’ve heard of this occasionally
happening—I haven’t experienced it, myself. You’ll get good shelf placement in
stores on some occasions, depending on your
publisher (more likely if it’s a very large publisher) and their deals with
individual bookstores and chains…I get books on a tower near the B&N café
the first month of the launch. They’ll
send out review copies for you (usually only for the first book of the series,
although I’ve lately gotten more ARCs).
They list your book in the publisher's catalog. This is your marketing. A lot of it depends on print and bookstores,
both of which seem to be on the decline. If you get it, it will be a short-term push…not a
long-term effort.
They’ve tweeted and done a giveaway for
me on Twitter once. I’ve written for
Penguin’s blog on several occasions.
I’ve been interviewed for their newsletter.
On the other hand, I’ve paid in the past
for the design and creation of my own bookmarks, business cards,
postcards. I’ve always put together my
own blog tours when I’ve done them. I’ve
never been sent on a book tour—although I did tour once—on my dime—in a very
small region. I’ve set up my own book
signings. I pay for my own copies of
books for promo reasons (I do get a discount) after I’ve used up my contracted
author copies. I’ve set up my own online
giveaways. Facebook (2 pages, 2
profiles), Twitter, blogging, LinkedIn, Google +? Me, me, me, me, me. I
set them up, I branded myself. My
website? Me. Designed by…me. Paid for by…me. Press kit?
When mine was updated, it was all by me for me on the website I designed
and created.
My friends who are traditionally
published came up with their own book trailers.
I’ve not done this, myself.
This isn’t intended as a slap at the PR
folks at my publisher or any publisher.
I’m sure they’re overwhelmed with work and represent many writers. It’s
simply the way it is.
If you, in fact, are a traditionally
published author and you’re waiting for your publisher to promote your
book…you’re already in trouble. If you
don’t earn out, you might not end up with a contract for more books. It’s the author’s responsibility to promote
and brand…not the publisher’s.
Publishers do differ. Someone else’s experience will be very
different from mine. But, speaking as a
midlist author who has a couple of different series who isn’t brand-new to the
business…I know I’m not alone in what I’ve experienced.
If you self-publish, you’ll be doing the
same promo as if you were traditionally published.
This has been my public service
announcement for writers today. :) I
find plenty of reasons to enjoy being a hybrid writer…I just wouldn’t list
marketing support among them since I find my efforts a good deal more focused,
long-term, and effective than my publishers’.
Image: MorgueFile: Edouardo