4 Key Categories of Self-Publishing

Let's start with the obvious.

The self-publishing landscape is changing rapidly.

It's becoming more difficult to explain the options available not just
because there ARE more options, but because there are subtle shades of differences
between the options that aren't immediately clear or apparent—even to people inside
the industry.



With this post, I hope to establish some categories to help us talk about the different
options now available.



First, let me emphasize: There is no one-size-fits-all self-publishing option. It
all depends on your goals, your skill level, and the audience you're trying to reach.



I would classify most self-publishing options into these 4 categories:



Print-on-Demand (POD) "Full Service"

Print-on-Demand (POD) "Free Service"

E-Book Single Channel

E-Book Multiple Channel



1. Print-on-Demand (POD) "Full Service"


This is the self-publishing option that became very popular in the early 2000s, because
it made self-publishing more affordable than ever. Print-on-demand technology allowed
for books to be printed one at a time, only after an order was placed, avoiding the
necessity for authors to pay for a traditional print run that would most likely sit
in a warehouse somewhere, unsold.



There were many players in this arena at first, but consolidation took hold, and AuthorHouse bought
up the key players but retained their branding, including iUniverse, Xlibris, and
Trafford.




AuthorHouse is now seeking partnerships with traditional publishers to form branded
self-publishing imprints that they service. This has happened so far with Thomas Nelson's
West Bow, Harlequin's Horizons, Hay House, Writer's Digest's Abbott Press (see
new contest here to promote its launch), and also, just recently, Berrett-Koehler.



Key characteristics of this option




Highest priced option for self-publishing since you're paying for "full service" publishing,
which usually includes solid customer service. For better service (e.g., content editing
or copyediting), you have to pay for a higher priced package. It can cost thousands
of dollars, or hundreds, depending on the package you choose.



You have to do nothing, aside from hand over your Microsoft Word document and write
a check.

You have very little control over pricing. (The common complaint is that you can't
price to reasonably compete against a traditionally published paperback.)



You are responsible for all marketing, though of course you can pay for a marketing
package that may or may not be helpful in selling books.

You usually receive the lowest royalty of all options covered here, but it's still
a higher royalty than what a traditional publisher would pay.



2. Print-on-Demand "Free Service"


There are some print-on-demand services that will charge you very little (and who
often advertise "free" versions of the service) as long as you do all the work.



Like full service companies, they do offer "package deals" that help you with cover
design, interior design, etc. But you can avoid these services and pay a very low
fee if you do the work yourself.



Key characteristics of this option




Similar to above—but you buy only the services you need, either by the package or
a la carte; you can save money if you don't need the "full service" POD option. Again,
it can cost thousands of dollars, or hundreds, depending on the package you choose.



You usually receive a lower royalty than other options covered here (with exception
of "full service"), but it's still a higher royalty than what a traditional publisher
would pay.



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Here is an overview of these first two options and the companies affiliated with each. Please
note: This is NOT an exhaustive list; it's merely to help you understand where
I would place some of the major players.



I've listed Lightning Source in its own corner,
because it is not a self-publishing service, but can be effectively used by self-publishing
authors. Lightning Source is used by traditional publishers to produce POD books.
(BookSurge is another major industry option owned
by Amazon.)




If you have the skill and ability to act like a publishing professional—that is, act
as a BUSINESS—this is the cheapest option and high-royalty option for producing a
print-on-demand book, and you would avoid any connection or branding with a known
self-publishing service company.




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3. E-Book Single Channel


When you self-publish through Amazon Kindle, Barnes
& Noble PubIt! (Nook), Scribd, or Google's
eBookstore, you're publishing through a single channel. Your book isn't purchased
anywhere except through those particular devices or stores, or their affiliates.



Key characteristics of this option




These services are absolutely free. You pay nothing to play. That's because these
services are not providing you with any service except making your work available
for sale in their online store.



Your royalty is typically 70-85% of the retail price—which YOU set.



You have to do all the work of formatting/converting files to meet the requirements
of the channel. (They all have unique requirements.) You have to design your own cover.

You can pull your work off these sites at any time if you get a deal with a traditional
publisher—or if you just decide to do something different.

There is no exclusivity agreement. You can publish your work in one or all of these
places.





4. E-Book Multiple Channel


This situation is exactly like single channel, only you're dealing with a service
that will push your book out to multiple book retail outlets. You can use single and
multiple channel services at the same time.



Here is a chart that helps you understand the division of players. This is NOT
an exhaustive list.







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So, there are the four categories.



Questions to ask yourself before choosing any path




What are my goals? (Does it require a print edition?)

How much help do I need to create a product that will meet my goals?

Does my audience prefer print or digital?

Is price point critical for my audience or genre?

Once you have a product—no matter which path you choose—how will you make people aware
it exists? (Don't expect any of these 4 options, no matter how much money you pay,
to do your marketing for you.)



People
in the industry are saying that e-books are becoming the new mass-market outlet.
New authors such as Amanda Hocking, as well as midlist authors such as JA Konrath,
are using e-book channels to get on bestseller lists and make good money—not publishing
service companies.



But that's a whole other post.



What have I missed? Would you add new or different categories? What are some of the
most important things authors need to know before using any of these options?





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