LESSONS FROM THE TRADITIONAL-PUBLISHING MODEL Part Four: Distribution

Okay, this is a big bag of worms. And a changing-at-the-speed-of-light one!

One of the biggest differences in self vs. traditional publishing is something “they” never tell you—they being all those companies that want to sell you services to get your book in print. And this thing is something that writers are often shocked by—after the fact. It’s something new writers don’t even think about, until the horse has left the barn and they’re faced with the reality of what they have done. And what is that thing?

Distribution.

Not the sexiest thing about writing and selling books, but it determines totally whether your book even has a chance to be found in bookstores. And, book-shelf space has gotten so incredibly competitive these days that only about one in a thousand traditionally published books get space on bookstore shelves.

But here’s the deal: Traditionally published books are distributed through Ingram. And it’s through Ingram that brick-and-mortar stores stock their books. Baker & Taylor is another player, but small in comparison. And Ingram doesn’t distribute self-published books. Period.

See the dilemma? If you self-published your book and want to see it on the shelves at the local Barnes & Noble, you’re out of luck. There is no distribution method to get there.

That door is closed before you even knew it existed.

And it’s a shame, because local bookstores like to have local-author signings. Some of them will bend those rules now and then, if you bring your own books (after jumping through about a thousand hoops!).

So just understand this before self-publishing your book.

Now, here’s the other kicker we can learn from what traditional publishers got wrong about all of this: In the ever-changing world of all aspects of publishing, because of the distribution model they’ve always used, the big publishers got caught with their pants down. Until the last few years, most books were still purchased through brick-and mortar stores. We all know what’s happened to that. Bookstores have folded right and left. Even the monolith of Barnes & Noble shut down 30% of their stores last year. With doubtless more to follow.

And now that these big publishers are fighting with Amazon (another post entirely!), sales channels have narrowed.

Amazingly, the big publishers didn’t have virtual storefronts. They had websites, but those were to publicize books—not to sell them. They didn’t sell directly to customers, but rather, they sold to bookstores who sold to customers. Just this last year showed big houses finally opening storefronts online to sell to readers. Wow.

Make sure your author website has a method to actually sell your books to readers. Sounds like a no-brainer, but I’m always amazed when I go to an author’s site and the book is there, with a note as to where it’s available. Most websurfers won’t go that extra mile to find your book.

The game is changing. It continues to morph into things Traditional publishing never saw coming. Learn from what they did right. And what they did wrong. No one knows what’s around the next bend—no one.

Stay aware. Be ready to try new things. Plough new fields. Be a trail blazer. Who knows, you just might be the next Amanda Hocking!

What do you see as the next big trend?