How to Evaluate Small Publishers—Plus Digital-Only Presses and Hybrids

Photo via GregMontani via Visualhunt

This station was primitively published successful 2016 and has been precocious expanded to support gait pinch changes successful nan industry.

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In my yearly chart, The Key Book Publishing Paths, location is 1 file that is astir vexing and problematic for writers to navigate: mini publishers.

Into this class falls immoderate of nan astir prestigious publishers you tin imagine, that tin boast of New York Times bestsellers, and that writers dream of moving with. But it besides includes publishers that started up past twelvemonth retired of someone’s location office, tally by group who whitethorn not cognize thing much astir nan publishing manufacture than you do.

Small publishers often person small aliases thing successful communal pinch each other; each has unsocial contracts, distribution power, and quality, not to mention title count and revenue. That said, mini presses tin beryllium alike successful that they return pridefulness successful their position (and often rightly so) and telephone themselves “independent publishers,” to stress their productivity aliases much individual approach, and to differentiate themselves from corporately owned behemoths.

The problem for nan writer is that immoderate mini presses return a sizable chunk of royalties and rights, yet connection small worth successful return. The intent is seldom malicious; it’s alternatively that their ignorance of modular (or ethical) business practices successful publishing whitethorn lead them to connection contracts and deals that mimic what they spot acold much established players using.

First, let’s analyse nan basics of really books make it to marketplace and really they get sold—and nan domiciled that accepted publishers play, sloppy of size, successful that process. With a clear position of nan business, you tin study really to place whether a mini property offers an advantage to you complete self-publishing. Incidentally, knowing this tin besides thief you measure what value, if any, a hybrid publisher offers.

To greatly simplify matters, a accepted patient has 4 overarching duties:

1. Producing nan best-quality book possible, sloppy of format. I see each aspects of merchandise optimization successful this bucket, specified arsenic editorial, design, packaging, production, pricing, book descriptions, metadata and truthful on.
2. Proactively trading nan book into accounts, specified arsenic bookstores, different retailers, and libraries—or immoderate spot books are sold aliases available.
3. Marketing and publicizing nan book to nan trade—namely, booksellers, librarians, and master book reviewers.
4. Marketing and publicizing nan book to readers, whether that’s done nonstop trading (its ain email database and societal media, for example) aliases done accepted media and publicity (newspapers, magazines, TV, radio, and truthful on).

Producing nan best-quality book possible

If nan patient isn’t afloat invested successful producing nan best-quality book, that causes problem instantly for what comes afterward. Without capable effort to get nan merchandise (book) right, neither writer nor patient has overmuch dream of trading and trading it successfully.

Some mini presses put a batch of load connected nan writer to get nan book right, and connection constricted editing in-house. They whitethorn thin connected authors to travel up pinch nan champion title and constitute nan trading transcript for their ain work. While knowledgeable authors mightiness beryllium capable to do specified activity aliases astatine slightest root it, a caller writer typically needs immoderate guidance connected champion practices.

Some authors I talk pinch are excited astir nan imaginable of a hands-off publisher—because past nan book tin travel retired precisely arsenic you intend without “interference.” But this undercuts from nan commencement nan full logic for moving pinch a patient successful nan first place. If you’re going to fork complete a patient stock of your profit (or moreover salary upfront, successful nan lawsuit of a hybrid), you should for illustration to activity pinch a patient that is engaged and tin situation you to nutrient a amended product. The patient is expected to bring greater acquisition and knowledge to carnivore connected really to package a book truthful that it will beryllium much appealing to buyers successful nan waste and acquisition (e.g., bookstores) and to readers. If they’re not helping you do that, past nan deficiency of finance and liking should raise a informing flag. The value of books released by nan patient shouldn’t alteration depending connected nan acquisition aliases finance of nan author; that will quickly lead to a less-than-stellar estimation for nan publisher—which past affects their occurrence astatine nan adjacent shape of nan process.

Important broadside note: If nan mini property makes you salary upfront for their in-house editing, design, aliases production—or makes you salary for copies of your book—they’re not a accepted publisher, but a hybrid patient aliases a publishing service. Traditional publishers, sloppy of size, salary nan author. The only expenses nan writer should incur arsenic portion of nan accepted publishing process subordinate to indexing, permissions costs, aliases perchance making editorial changes beyond nan timeframe allowed by nan publisher. That said, immoderate mini presses, successful summation to offering accepted book deals that activity connected a accepted model, besides person a abstracted scheme wherever authors person to pay. So, if you get rejected, you whitethorn beryllium offered a “pay to play” deal. Unfortunately, this apt intends their wide business exemplary relies connected charging writers for services alternatively than trading books to readers. While there’s thing inherently incorrect pinch this if they’re transparent astir their operations—and not trying to deceive you astir nan type of woody you’re getting—realize that specified publishers whitethorn person little information to get books that person a bully income outlook; they whitethorn judge astir immoderate book wherever nan writer is consenting to subsidize its publication. So, are you OK pinch an assisted self-publishing aliases hybrid publishing arrangement? Or do you for illustration a patient that is very selective because it must attraction connected projects that person a bully chance astatine endurance successful nan marketplace? Read much connected hybrid publishing here.

Questions to ask

• What is nan editing process like? Is location a developmental aliases contented edit, copyedit, and/or proofread? Will you beryllium moving pinch group who are in-house aliases freelancers—or nary one? What level of work do you person to get things right?
• Evaluate nan publishers’ screen designs and interior designs (using Amazon’s Look Inside feature). Are nan designs master and comparable to different titles successful nan genre? Do they animate assurance successful nan book?
• Read nan book descriptions, some connected Amazon and connected nan people backmost screen (using Look Inside). Are they good done, astatine slightest to your eye?

Selling nan book into accounts

Part of nan worth a accepted patient provides is nan expertise to waste your activity into bricks-and-mortar bookstores and different retailers. They person a income force, either in-house aliases done a distribution partner, that goes connected income calls. Your book gets pitched, moreover if it’s conscionable for 7 seconds, to group successful complaint of placing orders for books, anterior to nan book’s release. Most accepted publishers still activity according to seasons, meaning they person a autumn database and a outpouring list, which intends location are autumn income meetings and outpouring income meetings to find what books will get placement. The result of these conversations helps find nan people run.

The smaller nan press, nan little apt they person an in-house income team. Instead, they whitethorn activity pinch a partner (called a distributor) who sells their books connected their behalf. This is wherever terminology gets tricky, because conscionable having a distributor, aliases having your books distributed, does not mean your books are being sold into stores during income calls. For instance, my book Publishing 101 is distributed done Ingram, but that doesn’t mean anyone astatine Ingram went connected income calls to transportation my book. But Ingram does person publisher-clients for whom they return connected this responsibility.

It is not easy for a mini property to get a supplier onboard who is really pitching their books. (Some examples of distributors who do this activity see Perseus, which is now owned by Ingram; Small Press Distribution; Independent Publishers Group; and Itasca.) Small presses typically person to show a minimum level of income aliases titles per twelvemonth successful bid to beryllium taken connected arsenic a client.

If a mini property doesn’t person a supplier that sells its books into accounts, past they’re apt focused connected pushing income done Amazon, and they whitethorn forgo a people tally and trust connected print-on-demand distribution. Any mini property tin get capable distribution for their books (get into awesome retailers) by simply moving pinch 2 print-on-demand services: Ingram (either Lightning Source aliases IngramSpark) and Amazon. Critically, authors person entree to nan same type of distribution, astatine small aliases nary costs to them. This is why immoderate mini property touting their wide distribution done Ingram is not really doing thing typical for you aliases nan book.

Book distribution is not difficult; nan doorway is wide unfastened to everyone. What’s difficult is really selling nan book to anyone. If nan mini property is not trading your book into awesome (or minor) accounts, that doesn’t mean you should debar it, but understand that you’re improbable to spot your book shelved nationwide successful bookstores. Maybe locally and regionally it will happen, aliases if you unafraid important influencer aliases media attraction that helps spur request and frankincense orders. However, a small, digital-only aliases digital-first property will apt spot it arsenic a discarded of clip and money to marketplace to nan waste and acquisition (bookstores, libraries, master reviewers) aliases target accepted bookstores for sales. If you person your bosom group connected that benignant of promotion and visibility, past evidently you don’t want to activity pinch a mini property that is primed for and focused connected Amazon sales.

Side statement connected people runs: Investing successful a people tally intends nan patient anticipates income and has assurance that nan book will beryllium actively stocked successful bricks-and-mortar stores. Again, there’s thing inherently incorrect pinch mini presses relying connected print-on-demand. It’s a measurement to trim consequence and economize—but it intends nan press’s worth to you mightiness not dishonesty successful a income effort. So look for that different value. Is it successful producing nan champion imaginable book? Or successful trading nonstop to readers? Think it through.

Questions to ask

• Does nan patient person a supplier that pitches books to accounts? You tin inquire straight aliases sojourn their website and dress you are a bookseller (or different retailer) who wants to bid and banal nan publisher’s books. Look for a page pinch bookseller info aliases waste and acquisition accounts info. If you can’t find anything, cheque their FAQ, astir page, aliases interaction page. You should beryllium capable to find retired who their supplier is, aliases who handles orders from retailer accounts. You should find telephone numbers aliases different measurement to spot an order. If each nan income accusation simply directs group to Amazon, past nan mini property astir apt doesn’t person a distributor.
• Does nan patient nutrient a seasonal catalog?
• Does nan patient put successful a people run?
• If nan patient uses print-on-demand, who is nan provider? If they usage Amazon only (not Ingram), that tin airs a problem for authors eager to put events aliases promotion pinch independent bookstores, who do not for illustration ordering from their competitor (Amazon).

Marketing and publicizing nan book to nan trade

“Trade” is defined arsenic publishing manufacture insiders, or: booksellers, librarians and reviewers (as good arsenic accepted media) who are typically first successful statement to make your book known and visible to readers.

To scope these gatekeepers, mini presses request to nutrient beforehand reappraisal copies of your book astir 3 to six months anterior to nan book’s release, and nonstop them retired to whomever they deliberation will astir apt connection placement, reviews, aliases coverage. This type of activity is typically done to thief guarantee orders are placed by booksellers aliases librarians anterior to nan merchandise date, and whitethorn thief find nan people tally aliases different trading efforts, if early indicators are positive.

If a book is released only successful ebook form, that much aliases little intends location will beryllium nary trading and publicity effort toward nan trade. Often nan aforesaid is existent for print-on-demand titles, aliases those pinch nary people run. Most ebook income successful nan US hap nonstop to scholar done Amazon, and immoderate bookstores and libraries aren’t eager to return connected print-on-demand titles because nan position aren’t ever what they need. Bookstores expect books to beryllium returnable, usually astatine a minimum 40 percent discount. While it’s imaginable for a mini property to make those position activity erstwhile utilizing print-on-demand, immoderate presses would alternatively mitigate their consequence and garbage to judge returns. Be judge you understand your mini press’s argumentation and terms, particularly if you intend to beryllium basing your trading run astir independent bookstores.

Questions to ask

• Does nan patient nonstop retired ARCs aliases reappraisal copies? Some mini presses are operated only by 1 aliases 2 group and don’t person full-time marketers aliases publicists. This isn’t a woody breaker, but they will beryllium constricted successful what they tin do to support your work. Get clarity connected what support you’ll receive.
• Does nan patient taxable nan book to media outlets for coverage? Does it travel up?
• Study caller titles from nan patient Amazon—what’s nan reappraisal activity like? Are location editorial (professional) reviews listed? Follow nan publicity breadcrumb way for caller titles.

Marketing and publicizing nan book to readers

Even nan biggest and champion accepted publishers autumn down connected this one—and it’s nan area of authors’ top disappointment by far. Some publishers tin do a tremendous occupation of producing a value book, trading a book into accounts, and getting books connected shelves passim nan state … but past nary 1 shows up to bargain those books. Within six months, those books get returned and authors person nan abrupt realization that nan crippled is complete earlier it really had a chance to begin.

This is an area wherever immoderate mini presses tin shine, and wherever they tin compete favorably pinch moreover nan biggest publishers. But will they?

One facet that useful successful your favour is if nan mini property is well-branded and specializes successful producing books for a very circumstantial type of scholar aliases community. That intends that they don’t needfully person to create a unsocial and unique trading scheme for each and each book. Instead, they tin pat into existing assets that scope nan readers they already cognize will emotion nan adjacent book coming out. The publishers’ assets mightiness see email newsletters, societal media, blogs/websites pinch book-related content, podcasts, advertizing campaigns, and truthful on.

While it tin beryllium bully if nan mini property sells nonstop to readers done its ain website, it’s highly improbable that’s wherever astir income will occur. Therefore, don’t usage that arsenic a motion of reaching readers unless nan website is much of a contented trading hub. An illustration would beryllium Early Bird Books, tally by Open Road Media.

Speaking of nan publisher’s website: if it appears poorly designed, retired of date, aliases amateurish, that’s not a awesome sign—although, to beryllium fair, book publishers are somewhat notorious for having bad websites. If you’re consenting to forgive bad website design, see who nan website seems to speak to aliases attraction on. Is it trying to lure successful authors, aliases is it trying to showcase its books? The much it’s catering to authors, nan little apt it’s a patient you want to activity with.

Questions to ask

1. What is nan publisher’s baseline effort for each title erstwhile it comes to reaching readers directly?
2. Does nan patient person a publicist connected staff? Will you beryllium moving pinch a publicist aliases will you person to prosecute you own, assuming you want one?
3. Does nan patient person direct-to-reader trading assets, specified arsenic an email newsletter list, societal media accounts, aliases different places wherever it discusses caller releases?
4. Does nan patient assistance nan writer pinch immoderate efforts aliases materials that mightiness beryllium utilized to marketplace to readers, specified arsenic book events/signings, bookmarks and postcards, and truthful on?

For much connected book publicity, spot this article.

Comparing nan publisher’s worth to their contract

You’ll brushwood 2 types of contracts: alleged “life of copyright” contracts (which are astir communal successful accepted publishing) and fixed-term contracts. Neither is best; they’re conscionable different. I urge hiring a literary lawyer to thief you discuss nan contract, but present are a fewer informing flags.

• If you’re not receiving an advance, you should person higher royalties than an mean publishing contract. Royalties connected an mean statement mightiness beryllium anyplace from 4 to 25 percent depending connected nan book format and measurement of sales. Royalties connected a no-advance aliases digital-only/digital-first statement should look amended than that, usually 20-50% of income for print. Ebook income should beryllium a minimum of 25% nett to nan writer (that’s nan modular for Big Five contracts), but for small, digital-only and digital-first presses, 50% is communal and should beryllium what you’re shooting for.
• The smaller nan property and nan little worth they offer—and particularly if there’s nary advance—the less subsidiary authorities they should have. Hold onto your audiobook rights, for instance, arsenic good arsenic film/TV. Or: clasp onto arsenic galore authorities arsenic imaginable if nan mini property has small aliases nary acquisition exploiting those authorities successful nan first place.
• Small presses that connection small value, particularly digital-only aliases digital-first presses, are much apt to connection you a fixed-term statement (three years aliases little is preferable); effort to debar a life-of-copyright statement erstwhile there’s nary beforehand and constricted value.
• If you motion a life-of-copyright contract, beryllium judge to discuss a termination clause that allows you to portion ways erstwhile income dip beneath a circumstantial threshold.
• Avoid signing a non-compete clause (especially an overly wide one) aliases giving a first action (right to spot your adjacent work) to a mini property of immoderate kind, but particularly to a digital-only aliases a hybrid. Frankly, it’s champion to debar this pinch immoderate book contract, but nan much reputable nan press, nan much apt they’ll effort to insist immoderate level of commitment. This is wherever an supplier aliases literate lawyer tin beryllium very useful.

Traditional publishers, moreover mini ones, will often discuss each azygous writer contract, and each book has different terms. However, this creates a batch of administrative effort and semipermanent accounting responsibility, which “mom and pop” presses are ill-equipped to handle. Thus, mini aliases caller presses whitethorn show you upfront what your circumstantial beforehand and royalties will be, which astir apt intends they connection you a take-it-or-leave-it publishing contract. While it whitethorn look awesome that nan financial position are transparent and modular crossed each books, this isn’t done for your benefit. It’s for theirs.

I’ve helped authors measure mini property contracts, suggesting changes to beryllium made, and often, that mini property will travel backmost to nan writer and garbage to discuss connected terms. That’s not a bully sign, arsenic each publishing statement ought to beryllium negotiable. However, their extremity whitethorn beryllium to support administrative headaches astatine bay. Or possibly their lawyers told them ne'er to alteration nan statement to support things simple. And it whitethorn beryllium imaginable nan woody is not sufficiently profitable to them unless you instrumentality to nan boilerplate.

What astir hybrids?

Because location is nary accordant business exemplary aliases modular of cognition for hybrid publishing, it makes it difficult to opportunity what is simply a hybrid and what is not. Most specify themselves arsenic being someway innovative, but usually nan invention is much astir a trading gimmick—a caller measurement to person authors to salary for a highly priced publishing service.

Rather than activity retired a hybrid intentionally, which tin lead to a mediocre result, activity retired nan champion publishing partner aliases work for your project, utilizing nan guidelines above. Regardless of whether you salary upfront aliases not, a patient still has to execute nan aforesaid functions for you to beryllium worthy nan costs aliases nan profit sharing. Quality hybrids person a value power process successful spot and coming a curated list; person nan expertise to waste your book successful immoderate shape (even if they can’t committedness anything); and connection immoderate level of trading and promotion support, whether that’s directed astatine nan waste and acquisition aliases nan reader.

For much connected hybrids, read my May 2022 article successful The Hot Sheet.

Factors that whitethorn not mean anything

I person not discussed nan pursuing qualities of mini presses because they tin beryllium a mediocre intends of assessment.

• Number of titles published per year: A property tin do a terrific aliases mediocre occupation sloppy of really galore titles they handle. However, a higher number of titles brings pinch it much marketing, promotion, and administration. Be wary of mini presses that put retired dozens aliases hundreds of titles each twelvemonth pinch a very mini staff; that’s a springiness distant they’re not investing overmuch successful each title, aliases that they’re chiefly moving arsenic an assisted aliases hybrid publishing work alternatively than arsenic a accepted publisher.
• A connection of writer friendliness: Don’t beryllium lured successful by flowery connection astir processing individual relationships pinch authors aliases helping fulfill your dreams. It whitethorn entreaty to you, but it has small base connected really bully nan institution whitethorn beryllium astatine nan business of publishing. The much nan patient talks successful cozy connection astir you and your work, nan little master they apt are. (Sorry, but bully publishers thin to time off you emotion a small cold; that’s why there’s a continuing love-hate narration betwixt authors and publishers.)

How to investigation mini presses

To find retired what different authors person experienced, Google nan sanction of nan patient and adhd nan connection “scam” astatine nan end. You’ll find conversations and warnings if location person been mediocre aliases questionable experiences pinch nan press. You tin besides interaction published authors straight and inquire astir their experiences.

Unfortunately, you tin do each nan correct things, inquire each nan correct questions, and still extremity up successful a bad situation. The mini property you motion pinch coming whitethorn beryllium doing well, person a beardown foundation, and connection a value experience. But that business tin change, quickly, if nan property faces financial headwinds, if cardinal labor depart, if they person to woody pinch a PR crisis, etc. Some mini presses are amended positioned to upwind specified storms, others are not. Even mini presses that person been successful business a agelong clip tin abruptly illness aliases beryllium sold without warning.

All that to say: nan manufacture is ever changing, nan business tin beryllium volatile, and location is nary specified point arsenic a “safe” patient that will ne'er origin problem aliases make a mistake. But you tin protect yourself by negotiating nan champion imaginable statement that reverts authorities to you successful nan arena there’s a superior problem. Again, prosecute a literate lawyer aliases get nan Authors Guild to thief truthful you tin much easy navigate retired of bad situations.

Final note

For personification without manufacture experience, it tin beryllium difficult to show nan quality betwixt a value cognition and 1 that’s hardly amended (or nary better) than self-publishing. I dream that this station has fixed you nan knowledge to measure nan merits of a mini patient connected your own.

Years ago, erstwhile I worked for Writer’s Digest and Writer’s Market, it was safe to say, “Stick to nan publishers you find successful Writer’s Market”—since it would only see publishers that connection accepted contracts (the benignant that salary writers).

However, arsenic nan publishing manufacture has changed successful nan integer age, mini property activity has proliferated, particularly mini presses pinch a assortment of publishing models. That intends you’re much apt to find listings successful Writer’s Market pinch hybrid approaches—meaning they complaint writers for their services. So this again raises nan problem of really writers tin smartly measure their choices.

While I still favour mini presses that do not complaint writers, and that return earnestly each 4 duties outlined above, everything depends connected nan correct fresh for you and your book. You mightiness find a hybrid aliases a digital-only property that could beryllium a bully partner for you and your activity and beryllium a steppingstone to greater things. It helps if you first find what you worth (and need) and past guarantee nan patient offers you that worth for a value aliases profit stock that is appropriate. Always retrieve that a bad patient will put you successful a overmuch worse position than nary publisher.

For more information

• What Is a Hybrid Publisher?
• Publishing pinch a Small Press: Straddling nan Indie-Traditional Gap
• Better Than Fall Back: The Small Press Option
• 3 Unique Methods for Researching Small Publishers

I besides highly urge this article for anyone penning and publishing successful nan literate organization (poetry, short communicative collections, literate novels—the benignant of activity you mightiness expect to travel retired of MFA programs): Art Over Numbers by Jeff Alessandrelli.