sales & distribution
Bestseller Breakdown: What It Takes to Become a Bestseller and Why It Does(n't) Matter
August 16, 2011
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by Carly Willsie
Writers dream of plastering the words “Bestselling Author” next to their name on business cards, resumes, books, blog posts, photos, and virtually every other place their moniker appears. And they can’t be blamed—that phrase counts for a lot, especially for authors hoping to attract customers with a “national bestseller” banner on their cover. But what exactly does it mean to be a bestseller? And how much does it really matter?
Books are traditionally considered bestsellers when they meet one of three unofficial requirements: (1) placement on the New York Times bestseller list; (2) placement on the Wall Street Journal bestseller list; or (3) placement on the USA Today bestseller list. And, if we’re being frank, the biggest prestige comes in making the illustrious New York Times list.
So what does it take to get on one of these things? The number of sold books required to achieve bestseller status is virtually indefinable. The numbers necessary are relative to which other books are in the market the same week as yours. Books on the very same bestseller list can have drastically different sales counts. In his blog post “Bestseller: How Many Copies Do You Have to Sell to Become a Bestseller?” Jeffrey Krames sites a week in August 2010 in which Elizabeth Gilbert’s Eat, Pray, Love topped the lists, selling 140,000 copies. The fifth bestselling book that same week sold less than 11,000 copies—a 129,000 difference from the first-place seller.
Genre lists are an entirely different ballgame. The New York Times separates books into categories, and the number of books sold required to hit each of those genre categories is immensely different. For that same week in 2010 Krames discussed, Tom Rath’s StrengthsFinder 2.0 topped the business category, selling just over 9,000 copies. Number two on the list, The Big Short by Michael Lewis, measured in at 4,200.
It’s also important to note that bestseller lists only reflect velocity of sales—not overall success of a book. A title could be a “tortoise seller,” moving eight hundred books per week for an entire year but never making any of the lists. Not all sales are reported to the lists, either. Each list has its own way of determining quantity, usually through a catalog of sales reported to them by selected bookstores, and none of the lists are comprehensive. In fact, sales through specialty stores like Walmart, Target, and Christian bookstores are usually not collected, and for some authors, those can be the locations of the majority of their sales.
In some ways, bestseller status is becoming less relevant in this age of ebooks, apps, and digital downloads. Can a free ebook downloaded 100,000 times in a week be considered a bestseller? Not according to the New York Times, but it certainly must have been one of the most-read books of the week. In the long run, that will matter a lot more.
The Times only recently started including ebook sales on their list, and ebook sales for advice books, how-to books, children’s books, and graphic books are not captured at all. Although ebooks only account for about five percent of overall book sales right now, that number is sure to rise.
The Times list is also backlogged by several weeks. Sales for the week ending August 6 won’t appear in the print edition of the Times until August 21. In our digital world, trends can rise and fall with almost terrifying rapidity (silly bands, anyone?); sometimes what was selling three weeks ago has no bearing on today.
Amazon, on the other hand, does update its list hourly, and the site recently separated free ebook lists from paid. This likely reflects actual popularity a little more closely than the Times list, but being an “Amazon bestseller” doesn’t exactly have the same ring to it. But will it eventually? Or are bestseller lists on their way to obsolescence?
Being on the New York Times bestseller list is still a great way to build sales and does hold a lot of cachet—we can’t deny that. But in the end, authors should concentrate on the longevity of their book and its cross-revenue potential.
Our advice? Don’t measure your success solely in book sales. Keep in mind the long-term strategy for your book—increased exposure for yourself and your company. If you only sell three thousand books but those books translated into more clients and, ultimately, more profits for you, then “Bestseller shmestseller!” we say. Slow and steady can and will win the race.
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Getting a Jump on Sales with Preorders
July 11, 2011
by Kristen Sears
Many authors begin the hard work of generating sales for their book long before the actual release date. There are many different options for collecting these preorders, as well as many ways to make the most of them, helping you meet your goals and priorities for the project.
One method of collecting preorders is to set up a preorder button on the book's website. During the preorder process, customers will be prompted to fill in their basic information and make a payment through the website for the book (or books) they order. Matching Amazon pricing or offering signed copies can be an added hook to get people interested.
It is also common to create a dedicated landing page for preorders, which you can utilize in your marketing initiatives, that drives consumers to a central location to make their purchase. This is a popular option when you are incentivizing customers by giving them access to extra content at no charge with an order. The landing page can host this content, and once the order is placed, the customer can be given a code to access the free content.
But collecting preorders can also be as simple as keeping a spreadsheet with all the information that you manually collect from customers as they place orders directly through you leading up to the pub date.
A different route is to simply send people directly to a retailer, such as Amazon, to place their order during a specified period of time, usually immediately following the release of the book. In this case, it's important for your publisher to know how many orders you expect to be placed at least three weeks in advance so they can ensure that adequate stock is in place in the supply chain to meet the rush of demand. (Also see our recent newsletter tip, In The Loop.)
Regardless of how you collect the orders, the idea is to have a complete record of all customers and their orders at the end of the preorder campaign.
Once all of the preorders are collected, you have to decide what your priority is for these sales. Have you generated all of these preorders so you can generate maximum revenue from your book right away? Or is your goal to have all of these sales count towards your retail track record? (Shameless plug: With Greenleaf, you have the flexibility to meet either goal, and we can help execute the orders or connect you with experts in the field that specialize in placing those presales in a strategic and planned way for maximum impact.)
If the primary goal is to maximize revenue with preorders, you’ll want to sell the books directly. Revenue generated through direct sales is not shared with a distributor or retailer, allowing for larger margins. Remember to bill the appropriate shipping charges directly to your customers if you want them to cover the cost.
If the goal is to drive retail sales as high as they can go, run preorder sales through a retail channel that reports to BookScan (the book industry’s go-to tool for measuring retail sell-through). This will make these sales a part of the book’s auditable track record. For bulk preorders, we work with a company called 800 CEO Read and they make this process very simple. Corporate customers (or your own company) can buy the books from 800 CEO Read, which reports sales to BookScan.
If you plan on generating thousands of preorders and want to use them to make a run at a bestseller list, we recommend working with an expert who specializes in handling this type of campaign. A campaign like this requires careful coordination and planning and the ability to process thousands of individual orders in a short time span.
What are your goals leading up to pub date? What’s worked to help you generate preorders? Share and discuss!
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Utilizing Amazon Author Central
by Corrin Foster
Are you using Amazon Author Central? If not, why? It’s an excellent author-friendly tool that can be used to promote your book and your platform that only takes minutes to setup. If you have more than one book, it’s a central location where an Amazon shopper can find your entire bibliography in one place. How’s that for an easy way to cross-promote your work?
Amazon Author Central allows authors to create a custom profile that customers then use to learn about the author and make purchases. The content you can place on your Author Central page includes:
- A bio—Tell readers a little bit about yourself so they'll connect with you as a person.
- Photos—Include your author photo and any other images your readers may like to see, perhaps your workspace or things that inspired your writing.
- Video—Want to get that trailer up on Amazon? Uploading it here only takes a few minutes!
- Events—Want to drive traffic to your speaking engagements and readings? Advert them here.
- Blog feed—Linking your blog to your Author Central page is just another way to grow your list of blog followers and give readers more of what they want: a connection to you as an author!
- Twitter feed—Extend your social media outreach even further by displaying your tweets on your author page.
Recently, Author Central began providing weekly sales data from Nielsen BookScan (a service that tracks sales of print books in stores across the country) for free to authors who sell their books on Amazon. You can view your sales data in a variety of ways. Amazon gives you a basic total from BookScan and shows how many units more or less you sold compared with the previous week. They also visually display your most recent four to eight weeks of sales data on a map of the United States. Alongside that display you will find a list of geographic areas from New York to Los Angeles and the number of books you sold in each.
Access to BookScan data can help you determine whether your publicity efforts are paying off, and tells you what markets you have the most demand in so you can amp up your promotion accordingly.
Finally, for those who like to keep tabs on their Amazon sales rank, the sales data tab displays a line graph of your book’s sales rank history on Amazon and tells you what your current rank is. As with all sales rankings on Amazon, the data is updated hourly.
You can also use Author Central to modify the description of your book listing on Amazon or write a message directly to your readers.
We encourage all of our authors to create an Amazon Author Central page. Even William Shakespeare has an Author Central page. It has to be cool.
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ISBN Decoded
May 3, 2011
by Corrin Foster
There are several (confusing, complicated, and time-consuming) compliance requirements for a printed, saleable book to be, well . . . saleable. The most important requirement is obtaining an International Standard Book Number, or ISBN. (Not “ISBN number” or “izbin." Just ISBN, please.) This number gives your book a universal numerical identifier—sort of a Social Security number for your work. It lasts for the life of the book and allows bookstores, media, publishers, and consumers to order, identify, and refer to your book. In fact, almost all major ordering systems use the ISBN exclusively
ISBNs formerly consisted of ten digits, but the International ISBN Agency changed the system to use a thirteen-digit number because they were running out of ten-digit numbers. Every thirteen-digit ISBN contains five sets of numbers, each separated by dashes.
Lets decode those digits, shall we?
The first three digits are 978, the default prefix for books. When all of the current ISBNs are used, the next prefix will be 979.
The next section may be up to five digits and identifies the country, region, or language of the book; a 0 or 1 means the book is published in English. In the example, it is a 1.
The third series describes the publisher or imprint and is usually six or seven digits long—the publisher number in the example is 929774. These three sets of numbers together comprise your ISBN prefix.
The fourth set is the publication number. Usually, a 0 or 00 is used for the first book by a particular publisher, then a 1 or 01 for the second, and so on. The example’s publication number is 38, meaning it’s the thirty-ninth book released by the publisher who owns the corresponding prefix.
The final digit is the check digit, which can be a numeral from 0 to 9 or the letter X. It is calculated on a modulus 11 with weights of 10 through 2, using X in lieu of 10 where ten would occur as a check digit. Did we lose you? Basically, using an automatic algorithmic calculation (we like to call it magic), this digit acts as a check to make sure the entire ISBN is correct. The check digit in the example is an 8.
And that’s your ISBN in a nutshell!
If we’ve piqued your interest in ISBNs, visit R. R. Bowker, the official ISBN agency in the United States. There you can convert your ten-digit ISBN to a thirteen-digit ISBN, register a new ISBN, and more.
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From The Archives: Why Ingram Returns Your Books and Then Orders Them Again
April 18, 2011
by Tanya Hall
Originally posted on March 31, 2009.
--------------------------------------------------
One of the most common questions we hear from authors is "Why does Ingram return my books only to order more the next day?" And it’s true: Ingram, the biggest player in the book wholesaling game, will frequently send books back to a publisher’s doorstep only to turn around an place an order a few days later. Why on earth didn’t they just keep them?
All books that bookstores ship back to Ingram are sent to their Chambersburg, Pennsylvania, warehouse for processing and then are directly returned to publisher or distributor of the title. Unfortunately, Ingram does not restock returned inventory. (You can imagine that tracking, inspecting, and restocking undamged returns would be a time-consuming endeavor for an operation of that size.) At the same time, Ingram has to bring in new stock to cover ongoing demand.
Another scenario that creates returns followed by more orders is a shift in regional demand. Ingram has four warehouses serving the country by region (in Pennsylvania, Oregon, Indiana, and Tennessee). If your cookbook is overstocked in Seattle bookstores, but you just did a great local radio tour in the Chicago area, Ingram’s going send the Seattle books back to you while simultaneously asking you for more to cover the new demand in Chicago—no matter how inefficient that seems.
The best way to minimize returns is to balance supply with demand by trying to maintain supply at a level that will sell in less than three months. So, as we’ve told you before, avoid overstocking and subsequent returns by always communicating your marketing and publicity activities to your publisher or distributor.
Trackback URL for this post:
http://www.greenleafbookgroup.com/trackback/2531
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Publishing Options Series: What's the Deal with Self-Publishing?
March 16, 2011
by Katie Steigman
In this series we will address one of the biggest questions facing authors today: how will I publish my book? As little as ten or fifteen years ago, this answer would have been simple: get an agent, who will then pitch the book to major publishers on your behalf. Now, with the wide variety of options available, it can be hard to decide what route to take. This is why, one post at a time, we’ll dissect each of the options in an effort to help authors better answer that question.
In our last post, we talked about how traditional publishers work. Today we will discuss the burgeoning business of self-publishing. Self-publishing (not to be confused with vanity publishing, which we’ll discuss next time) is basically the process of contracting with a variety of professionals to create a book. That might include editors, graphic designers, book compositors, printers, and distributors. So, for example, if you have a complete manuscript, you’ll have to find and pay an editor to work on the content; then a compositor to do the interior layout; then a cover designer to create the cover, back cover, spine, and flaps; and so on. You can also hire book shepherds or packagers, who have a stable of contractors and who will coordinate the work on your book.
Sounds like a lot of work, doesn’t it? Well, there are some good reasons to do it yourself, and we’ll share some of the downsides as well.
Pros:
Ownership. Since you created the book, you own the publication rights to all versions of the book (ebooks, foreign editions, film adaptations, etc.)—unless you sell them to a traditional publisher. Retaining your rights is especially useful if your brand or business is tied to the book and if you’ll want to incorporate parts of the content from the book into your website, seminars, materials, and the like. When you self-publish, you pay the upfront cost, but you also keep a much larger percentage of the profits (to the tune of 35 to 45 percent of the retail price versus 2 to 10 percent with traditional publishers).
Creative control. Since you’re calling the shots, you get to decide exactly how you want your book to look. You have final say on everything—from how the editor approaches the content, to what colors the designer uses in the cover, to the printing specifications and technology.
Speed to market. Having control of the project also gives you the ability to get your content to the market faster than a traditional publisher would be able to. If you have something timely you want out in six to twelve months rather than two or three years, self-publishing is the way to go.
Cons:
Quality. Even when working with purported “experts” you should always be wary of the experience an editor or designer brings to your project. There are plenty of contractors out there with little experience creating a commercially viable book, and it can be a hard pill to swallow if you get stuck paying for low-quality work. Additionally, a self-published book can lack the unity of having one team working on it, as well as the polish a seasoned publisher can provide. Even if you’re working with highly skilled professionals, unless they are receiving the kind of feedback from national retail buyers that major publishers are getting, they will never have the same insight and therefore won’t be able to provide the same level of quality. Many self-published books unfortunately possess a few major missteps that keep them off the shelves of major retailer.
Distribution. Since anyone can self-publish a book, there is no guarantee of quality and self-published books are often viewed poorly by the media and retailers. And because self-publishers generally do not receive feedback from retail, they lack the ability to adapt to the market the same way publishers can. Since retailers can be squeamish about self-published books, getting into retail channels, even with the help of a distributor, can be difficult.
Distinction. For the reasons we’ve discussed (quality control, lack of retail feedback) self-published books can sometimes carry a stigma. Since they generally lack solid retail distribution, their sales histories are usually weak, which makes them a riskier bet for retail buyers. For buyers, it’s a question of choosing something untested with no track record (a self-published book) over a product that has a record of excellence (a traditionally published book).
So what now? There is a wide variety of resources and articles out there for self-publishers (like this one from Nathan Bransford on self-published millionaires). Here are a few websites and books to check out:
- Dan Poynter’s website on publishing, complete with everything from writing and editing advice to information on how to typeset your book and find a printer. Poynter also has quite a few books out on self-publishing.
- John Kremer’s site focuses on book marketing and also offers all kinds of resources for self-publishers.
- Self-Publishing for Dummies by Jason Rich: This book is a simple introduction to the business of self-publishing, complete with the traditional For Dummies graphics.
- The Complete Guide to Self-Publishing by Tom and Marilyn Ross: This book surveys the entire process from writing to printing to promoting.
If your goals as an author are aligned with the pros above and the cons are something you can stomach, it’s probably a good idea to dig a little deeper into self-publishing as an option for your book. Once you’ve done your research, the next step is identifying vendors. The resources above should point you in the right direction and help you find qualified professionals who can provide the services you need to create your book.
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Top 5 Marketing Mistakes Authors Make
March 2, 2011
by Shennandoah Diaz
Writers are an enthusiastic and passionate bunch, but when it comes to marketing, we see more confused faces, blank stares, and resistance than in any other industry. It's easy to be idealistic about writing a book, but when it comes down to it, publishing is a business, and authors who want to sell books need to be on top of marketing. To offer some guidance on the topic, here are the top five mistakes we see authors make in their marketing efforts.
#1 Not Doing Any Marketing at All
The worst thing you can do as an author is nothing. Publishers and bookstores alike are concerned about bottom lines and profit margins. They won’t risk their money on a title with no marketing support. Even if you do manage to get it into bookstores, if you don’t drive people in to buy your book, you may be stuck with hundreds of returns as the books that never sell make their way back to the warehouse (leaving you looking like a dud not worth publishing again). In many cases, you have roughly three months from the date of publication to prove the strength of your title. If it doesn’t move, you can say goodbye bookstore and hello backlist.
#2 Waiting Until They’re Published
Everyone wants a bestseller. Did you know that bestseller status is based on velocity of sales and not on the total amount of sales? That velocity is built largely on preorders from retail stores? Retail stores start making their purchase decisions as many as six months before the date of publication, which means you have to prove you have the followers before you even have a book. You need to start building your author platform now. It takes three months to get traction, six months to see results, and a good year to build up a decent platform. Don’t wait.
#3 Expecting the Publisher to Do It All for Them
Again, publishing is a business. If you go out and start a business, you don't expect the bank who fronts the loan to do marketing for you. Publishers take on titles based on the assumption that you will actively sell your book, and they are expecting you to deliver. Even though this can be frustrating, it’s your career hanging in the balance if the book doesn't sell.
#4 Automating Everything
Too many people—not just authors—think that marketing is automated content. It’s not. I’m all for re-purposing content and streamlining processes, but a constant stream of one-way ads and promotional posts is a cop-out. Today’s market demands engagement. They want direct access to the real you in real time. Don’t set your marketing on cruise control.
#5 Not Making It Professional
Last but not least, too many authors plop a DIY website with no content and a few weak profiles on the Internet and attend one writer’s conference and call that being a professional author. You have to dress for success, and your marketing materials have to be up to snuff. You need to invest in professional websites, vibrant materials, and a professional appearance so you always make a great first impression. Any author with the intention of getting into Barnes & Noble should expect to spend at least $5,000 to $10,000 on marketing.
If you are an aspiring author, I implore you to take heed and put some thought and money into your marketing. To succeed in retail, you need great marketing in addition to a great book. Don’t leave it up to chance!
Shennandoah Diaz is president of Brass Knuckles Media, an uncensored PR & Marketing firm catering to creatives and the avant garde. Passionate about education, Diaz empowers creatives by sharing articles and teaching workshops on marketing, social media, and publishing. Learn more at www.brassknucklesmedia.com or at www.shennandoahdiaz.com.
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Selling Your Book Online: How to Compete With Amazon
January 25, 2011
by Tanya Hall
Amazon sells a boatload of books, and a shipload of other stuff. In their quest to become the Walmart of the Internet, they offer a huge range of products and often discount them steeply to get your shopping cart started—and books in particular seem to frequently become loss leaders. This sometimes alarms authors just entering the world of retail book distribution, who suddenly realize that the customer who once bought on the author’s website can now buy the same book faster and cheaper on Amazon.
The discount Amazon places on titles does not affect what an author is paid through his or her publisher, of course, but it can impact how effectively that author can sell product on his or her website. It’s important to remember, however, that there are at least two types of buyers—those who will just buy the book, and those who are looking for a deeper experience. The buyer who just wants the book will probably not buy it from your author website if it is also available on Amazon. It is definitely difficult to compete with Amazon (or BN.com) for this customer—one-click purchasing, free shipping, and familiarity stack the cards in favor of the online retailers.
Frustrated by Amazon’s dominance, some authors eschew Amazon, trying to keep a product monopoly limited to their website. This is a mistake—you’ll never be able to attract the volume of users or offer the ease of purchase that Amazon does. As the saying goes, it’s better to have 10% of the gold than 100% of the shaft.
However, the buyer seeking a more immersive experience is another story. It’s for this type of buyer that you should sell product on your website—product that offers a deeper experience than just a cheap copy of the book. For example, bundle the book with an audio supplement. Offer a self-assessment or workbook to accompany the book. Consider offering coaching or, better yet, a community where your readers can collaborate and support one another. Use access to assets like podcasts, sample chapters, and exclusive supplementary content as an incentive for newsletter signups. And by all means, put a mention of these available website features at the back of your book. Ultimately, the goal is to capture and stay in front of your reader in a way that enhances their connection with you (read: no spam!) and builds allegiance. Successfully doing so will help you compete not just with Amazon but also with every other author vying for attention (a far more formidable opponent!).
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Writer Beware: How to Avoid Scammers, Spammers, and Snakes!
January 20, 2011
by Shennandoah Diaz
It’s an unfortunate reality that writers are often targeted by scammers and other creeps. They come at us from all directions, finding us at conferences, slithering through our emails, and sneaking into our social media feed. As a writer you need to protect yourself.
Education is your best weapon.
It’s so important that you constantly educate yourself on the industry, who the players are, and what scams are currently in play, and this blog attempts to be part of that education process. With that in mind here are a couple of scams and traps that are popular now, followed by a few more tips to help you protect yourself (and your wallet).
Scam 1: Twitter Spam
Even after a mass outcry by the writing and publishing community, Twitter spam targeting writers still runs rampant. Tweets saying “Writers needed” or “Get Paid to Write” appear with a hyperlink to a shady website. Twitter does a great job of taking them down once you report them. Should you get this kind of spam, report it immediately to twitter by following their reporting guidelines.
Scam 2: Fake Publishers
Another thing you need to watch out for are “publishers” who send you an email, tweet, or mail advertisement saying they are looking for writers. These publishers convince writers to spend thousands of dollars to produce poor quality books that will never see a bookstore shelf. Not all “pay to play” publishers are scammers though. You can pay to be published by a credible indie house--just take note of the quality of the books, the number of awards they have won, and whether or not their titles are distributed to retail chains. Before you fork over the dough, look for the following things:
- What is the publisher’s reputation like within the industry? Look at what places like Writers Digest, Writer Beware, Galley Cat, and Publishers Weekly say about them.
- Do they belong to any reputable organizations? There are several organizations for publishers to join including SPAN, SPAWN, and IBPA.
- What does their author roster look like? You should be looking at a publisher who represents your genre, and thus you should recognize the names of the authors or the titles of their books.
- What does their distribution and marketing package look like? This is especially important if you’re goal is to see your book in Barnes & Noble. You need to make sure that the publisher has a reputable distributor with a history of getting books into retail chains. There are many vanity presses whose books would never make it into B&N because the quality of design and editorial is poor and because the design does not include key elements such as a standard trim size, ISBN, and title on the spine. You also want a publisher who will at the very least market your book to the trade through Shelf Talker, Library Journal, Ingram and other outlets.
Scam 3: Fake Editors/Book Doctors
Writing is a laborious process, and if you find yourself piling up rejection letters you may consider hiring an editor or book doctor to help you. Of course, that has opened up another realm for unqualified “professionals” to siphon money and energy from aspiring writers. When looking for a professional to help you with your book, you need to ask the following questions:
- Do they have a relevant degree? Editing is a specialized field. As such the editor should have a degree in journalism, English, literature or some variation of those.
- Do they have experience in the publishing industry? Freelance editors should pay their dues and get real world experience before soliciting writers. How can they know what publishers want and what sells if they haven’t ever worked in the industry?
- Do they have references? You should be able to talk to past clients to see how their working relationship is and what effect their guidance had on the writer’s project.
A real editor also will NEVER guarantee that you will get published or that our book will be a bestseller. There are so many factors affecting both that it is impossible to make such guarantees. Anyone who says they can is playing with you. Run away!
Of course, as fast as we identify scams a new one pops up. Here are a few more tips to help you protect yourself:
- Always get the opinion of a lawyer before you sign any contract. There are plenty of law offices that offer low, flat-fee contract evaluations. Yes you may have to spend a little money but its much better than getting your bank account and your favorite project tied up with a dirty deal.
- Get connected! Networking with other writers is a great way not only to find out about current scams, but to get referrals for quality products and services.
- Take a class (or twenty). Writer’s Leagues, Writer’s Digest, Media Bistro, and other outlets offer reputable classes on many aspects of writing and publishing. Arm yourself with first-hand knowledge from industry pros.
Above all, follow your gut. If something feels off it probably is. If it sounds too good to be true, it most likely is not true. If you’re not sure, get a second opinion, but never rush into anything. It’s your money and your creative future on the line.
Shennandoah Diaz is the President of Brass Knuckles Media, an uncensored PR & Marketing firm catering to creatives and the avant garde. Passionate about education, Diaz empowers creatives by sharing articles and teaching workshops on marketing, social media, and publishing. Learn more at www.brassknucklesmedia.com or at www.shennandoahdiaz.com.
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Want Your Book in Stores for Christmas?
November 10, 2010
by Katie Steigman
What you need to know about timing the release of your book.
To be brief: start early! If it’s November and you’re shooting for books on the shelves of retail chains like Barnes & Noble and Borders for the Christmas season, sadly, you’re about four months late. Retail buyers generally buy six months out, which means that they were making decisions in June about what they would carry in November for the holiday season. June is the time that buyers have their largest available budget for November, so if your publisher or distributor is trying to pitch your title for a Christmas-time release any later than June, you have a much slimmer chance of getting a good buy (or any at all) because most of the money allotted for that month has already been spent.
Most publishers and distributors work under catalog schedules built around these retail lead times. Ideally, they have advance reader copies or galleys available to present to retail buyers at the six-month-out point. If galleys are not ready, the next best option is to present a title, cover image, table of contents, a few sample chapters, and the ever-important marketing plan. Plan to have these critical materials ready at least six months before your desired pub date in order to maximize your chances of a successful pitch.
There are many other factors that may present timeline delays depending on what publishing route you take. Here is a quick rundown of the factors to consider, along with time estimates:
If you go the traditional route…
Time to get an agent: Once your manuscript is complete and polished, 12 months
Time for the agent to shop your book: Once you have an agent, 6-18 months
Time to publish with a traditional publisher: Once the agent finds a buyer, 12 months
If you do it yourself…
Time to print offset, domestically: 6-8 weeks
Time to get a distributor: 1-3 months
Time for sales presentation to buyers: 6 months before book release
These estimates are averages and many of these processes can be faster or slower. In your pursuit of the perfect release date, whether it’s for the holidays, spring, or the beginning of the school year, make sure you allow yourself plenty of time to research and plan for each step in the publishing process. If you want to maximize the sales potential and buzz around the release of your book, be realistic about what goes into each leg of the journey and set your timeline accordingly.
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