Lecture #13: Publishing Part Two — Brandon Sanderson on Writing Science Fiction and Fantasy

Brandon Sanderson

29 May 202072:27

EducationalLearning

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TLDRIn this insightful lecture, the focus is on indie publishing and traditional publishing, particularly in the context of fantasy and science fiction. The speaker thanks professional romance novelists, Jennifer Peale and Becky Monson, for their contributions to preparing the lecture. They delve into the history of indie publishing, contrasting it with vanity publishing and highlighting the digital revolution's impact on publishing. The discussion covers key topics such as the flexibility and control indie publishing offers, financial aspects, and the importance of quality in self-publishing. Additionally, the lecture explores traditional publishing contracts, royalties, and the strategic considerations authors must make between indie and traditional publishing paths, aiming to equip writers with the knowledge to navigate the publishing landscape effectively.

Takeaways

😊 Indie publishing has changed dramatically in the last decade and is now a viable alternative to traditional publishing
📚 Flexibility, control, and higher royalties are main advantages of indie publishing
💰 Indie authors can price books lower and keep more profit per sale compared to traditional publishing
🏆 Indie publishing works best for genres like romance, fantasy, mystery that have dedicated fan bases who buy quickly
🖥️ Most indie book sales are ebooks and audiobooks sold online, not print books
✍️ As an indie author, you have to run the business yourself and invest time and money in editing, covers, advertising, etc.
🚀 Use rapid release of books in a series as a marketing tool for indie publishing
📮 Email lists are an indie author's best marketing tool, more so than social media
🤝 Traditional publishing still offers advantages like print distribution, advances, and marketing support
📊 Carefully research both indie and traditional publishing options to decide what works best for your books

Q & A

What are some key differences between traditional publishing and indie publishing?
-Some key differences include - traditional publishing offers advances, handles editing/covers/distribution, but the author has less control and lower royalties. Indie publishing means the author handles everything but has more flexibility, control and a larger share of royalties.
What royalty rates are common in traditional publishing contracts?
-Common royalty rates in traditional publishing are: 10-15% of cover price for hardcover books, 6-8% for paperbacks, and around 10% for trade paperbacks.
How are ebook and audiobook royalties typically calculated in traditional publishing?
-Ebook and audiobook royalties are typically calculated based on net receipts, usually defined as 25% of what the publisher receives (often 70% of the sale price).
What are some best practices for authors just starting out in indie publishing?
-Best practices include: join online groups/forums to learn, attend conferences for indie authors, run your writing like a business, invest in professional editing/covers to avoid looking 'indie', and use rapid releases/series to maximize marketing.
What are some advantages of going the traditional publishing route?
-Advantages include larger advances, handling of editing/covers/distribution, potential for print distribution in bookstores, and genre/books that need a big publisher push.
How can indie authors effectively price their books?
-Indie authors have flexibility to undercut traditionally published ebook prices. $2.99-$4.99 per book can offer good profit while being attractive to readers.
What are some ways indie authors can market their books?
-Ways to market include: email lists, social media (with regular engagement), paid ads, blog tours, author cross-promotion at events, and building an email list.
What are the financial realities of book tours for most authors?
-Book tours rarely make money directly from book sales, but serve other purposes like meeting fans, getting shelf placement in bookstores, and hitting bestseller lists.
How can you identify if your book idea fits a niche genre?
-It's difficult to predict. Look for a mashup of genres that might appeal to dedicated fans at the intersection. Be prepared to pivot if initial genre targeting flops.
What advice does Brandon Sanderson give for utilizing both indie and traditional publishing?
-He advises trying a hybrid approach - submit some manuscripts traditionally, while independently publishing others well-suited to indie success. Keep all options open.

Outlines

00:00

🎤 Introducing the lecture topic and format

The instructor introduces the lecture topic as indie publishing and notes it will cover indie publishing and traditional publishing contracts and royalties. He mentions it will be fast-paced and asks students to submit questions for next week's Q&A session.

05:00

📚 Brief history of indie publishing pre-2010

The instructor gives a brief overview of indie publishing pre-2010, noting it was difficult with high costs and stigma. He mentions some successful examples like The Christmas Box. He contrasts it with vanity publishing where authors paid for printing but couldn't sell books.

10:01

💻 The digital revolution's impact starting 2010

The instructor explains how the 2010 digital revolution drastically changed indie publishing by enabling distribution without warehouses. He notes the rapid ebook growth seen in his royalty statements. He mentions print vs. digital has stabilized except audiobooks are still growing.

15:03

👩‍💻 Examples of successful modern indie authors

The instructor thanks two students who are successful indie romance authors for providing notes. He gives specifics on their number of books published and earnings as examples of indie authors making a good living.

20:05

📈 Indie publishing benefits: flexibility and control

The instructor notes flexibility in publishing speed, book length, pricing, promotions etc as a benefit of indie publishing. Also control over covers, blurbs, and not selling rights in perpetuity. This contrasts with traditional publishing.

25:06

💰 Indie publishing benefits: higher royalties

The instructor explains indie published authors keep a much larger royalty percentage (70% vs 10-15%). Combined with pricing flexibility, this can earn more per copy than traditional publishing even with a smaller audience.

30:09

📚 How to get started with indie publishing

The instructor outlines two approaches to indie publishing - build a platform first or rapid release writing. He recommends writing groups for knowledge and warns of scams. He stresses the importance of professional covers and editing.

35:09

🔀 How indie publishing can mimic traditional publishing

The instructor notes indie publishing can get books into stores, get movie deals etc with effort. He uses his novella The Emperor's Soul as an example of a hybrid publishing approach.

40:11

🛒 Nuts and bolts of self-publishing platforms

The instructor explains using Amazon directly vs. distribution platforms like Draft2Digital for wider sales channels. He notes Amazon's pricing requirements and how Select/Kindle Unlimited works.

45:13

📜 Traditional publishing: print royalty rates

The instructor outlines standard royalty rates for hardcovers (10-15% of cover), paperbacks (6-8%) and trade paperbacks (~10%). He explains they are a percentage of the cover price regardless of sale price.

50:15

🎧 Traditional publishing: ebook and audiobook royalties

The instructor notes ebook and audiobook royalties are 25% of net, meaning what the publisher receives (usually 70% of sale price). He notes this rate is too low compared to costs.

55:15

💰 Advances in publishing contracts

The instructor explains how advances function as guaranteed money upfront that is earned back through royalties. A high advance can effectively increase the royalty rate.

00:15

🚪 Reasons to choose traditional publishing

The instructor outlines reasons like large advances, marketing support, wide print distribution, genres unsuited to indie publishing, and not wanting to self-publish as reasons to traditionally publish.

05:16

📢 Marketing basics for both publishing paths

The instructor notes authors must market effectively with either path. He suggests an email list, social media, paid ads, website, and blogger outreach. Traditional publishing adds co-op and the potential for book tours.

10:17

📚 Resources for learning more

The instructor recommends researching both paths, talking to other authors, and keeping an open mind. He offers to outline major publishers next week during Q&A.

Mindmap

Keywords

💡Indie Publishing

Indie Publishing, or independent publishing, refers to the practice where authors self-publish their works without the involvement of traditional publishing houses. In the video script, indie publishing is highlighted as a significant and growing segment of the book market, particularly facilitated by the digital revolution around 2010. The script emphasizes its advantages, such as greater flexibility and control over publishing aspects, higher revenue percentages for authors, and the ability to respond quickly to market trends. Examples include the transition from traditional to digital platforms like Amazon, enabling authors to bypass traditional distribution and warehousing challenges.

💡Vanity Publishing

Vanity Publishing is distinguished from indie publishing in the script as a model where authors pay a press to publish their book, often resulting in large unsold inventories and minimal distribution. Historically, it carried a stigma and was synonymous with self-publishing, but the script clarifies that today's indie publishing, with its digital opportunities, is vastly different and more respectable, offering authors a viable path to market their works without the negative implications associated with vanity publishing.

💡Digital Revolution

The Digital Revolution refers to the shift from traditional print media to digital formats, profoundly impacting the publishing industry around 2010. The script discusses how the introduction of e-books and digital platforms like Amazon's Kindle transformed the landscape, enabling indie authors to publish easily and reach their audiences directly. This revolution facilitated a significant move towards e-book and audiobook formats, democratizing publishing and creating new opportunities for authors outside traditional publishing channels.

💡E-books

E-books are digital versions of books that can be read on electronic devices. The script notes the pivotal role of e-books in the indie publishing boom, as they eliminated the need for physical storage and distribution, allowing authors to sell directly to readers. The significant rise in e-book sales post-2010 is highlighted as a cornerstone of the digital revolution in publishing, altering author royalties, publishing strategies, and consumer reading habits.

💡Royalties

Royalties are payments made to authors based on the sale of their books. The script compares royalties in traditional versus indie publishing, illustrating that indie authors often receive a higher percentage (around 70% of sales) compared to the lower percentages in traditional publishing, especially for e-books and audiobooks. This difference is a crucial factor for authors considering the financial aspects of publishing paths, highlighting the economic advantages of indie publishing in maximizing earnings from their work.

💡Print on Demand

Print on Demand (POD) is a printing technology and business process in which copies of a book are not printed until an order has been received. The script mentions POD as a common practice in indie publishing, allowing authors to offer physical books without the upfront costs and risks of large print runs. While most indie publishing sales are digital, POD offers a flexible option for authors to fulfill demand for physical books without significant inventory.

💡Audiobooks

Audiobooks are spoken-word versions of books, which have grown in popularity and market share within the publishing industry. The script discusses audiobooks as part of the digital revolution, noting their increasing share in the market. For indie authors, audiobooks represent another lucrative channel to reach audiences, especially as consumer preferences shift towards digital formats for convenience and accessibility.

💡Market Trends

Market Trends refer to the prevailing tendencies or directions in which the publishing market is moving. The script highlights the importance for authors, especially those indie publishing, to respond quickly to market trends to capitalize on consumer interests. Examples include writing genres or themes that are currently popular, which can significantly impact an author's success in reaching and expanding their audience.

💡Traditional Publishing

Traditional Publishing involves authors partnering with established publishing houses to produce, distribute, and sell their books. The script contrasts traditional publishing with indie publishing, discussing aspects like contracts, royalties, and market access. Traditional publishing offers advantages such as broader distribution networks and marketing support but often with less flexibility and lower royalty rates for authors compared to indie publishing.

💡Contract Negotiations

Contract Negotiations in the context of publishing involve discussions and agreements between authors and publishers regarding the terms of publishing their works. The script delves into the specifics of contracts in traditional publishing, such as royalty rates, advances, and rights. It emphasizes the importance of understanding and negotiating contracts to ensure fair terms, highlighting how contracts can significantly impact an author's earnings and control over their work.

Highlights

First significant highlight text

Second notable highlight text

Third groundbreaking finding highlight

Fourth introduction of new methods

Fifth significant theoretical advancement

Sixth notable impact on the industry

Seventh important discussion on future directions

Eighth innovative technological application

Ninth critical review of existing literature

Tenth unique case study with significant implications

Eleventh expert testimony on a controversial topic

Twelfth new perspective on a well-established theory

Thirteenth practical application of theoretical knowledge

Fourteenth methodological breakthrough

Fifteenth insightful commentary on industry trends

Transcripts

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