The New Gatekeepers

I’ve watched a number of videos over the last year where established indie authors urge authors interested in self publishing to go about it in the proper way. Which is to say, the traditional publishing way. By this they mean authors should hire professionals to produce their books, professionals ranging from developmental editors to punch up the story, plus line editors and/or proofreaders, professional cover artists, and even professional cover designers, as well as professionals to format the book, and human narrators to narrate audiobooks. This process costs thousands of dollars. Indeed, I’ve heard $5,000 to $10,000 figures tossed around as the cost of self publishing a book these days, though I have to assume that includes ebooks, paper, and audio versions of the book. While these authors may acknowledge that this may cost more than some authors can readily afford, and may mention in passing, some cheaper alternatives, the thrust of their advice is that authors owe it to their readers to produce as professionally produced book as they can afford to spend. Moreover, they imply that authors owe it to the self publishing industry to produce traditional publishing quality books, in order to raise the perceived level of quality in self published books. To do any less is to let the side down.

Well, yes and no. Yes is likely a given in that most, of not all, self-published authors try to put out the best book they can, if only as it is a reflection of their expertise. However, publishing is a business and should be approached as a business. The chances of making back even $1,000 are statistically very slim. An author would need to sell at least 200 to 270 ebooks at full price to cover every $1,000 they spend on a book. The average self-published book is said to sell a 100 copies. Just say’n. 

Moreover, no matter how much professional help is hired, indie authors can only charge self-published prices for their books, if they expect to sell it. Thus, all these professional services add no tangible financial benefit to the books. Finally, it's not the quality of the book that limits the sale of most self-published books. Its visibility, or rather, the lack of visibility. A developmental editor can't increase the chances of a book being discovered. Even a professionally designed cover can’t pay for itself if the book is rarely or never seen by a receptive audience. Unless we can get our books seen and talked about, these expensive professional services just don’t matter in the end. Money wasted.

There are a number of reasons why this proposed method is wrong. First, look at  the proposed business model. Only one book out of three in traditional publishing ends up making the publisher any money. Indeed, the industry is largely dependent on a relatively small number of bestselling authors and books to make most of their money. Is this really a successful business model that solo authors should imitate in their self-publishing business, especially if their publishing business has yet to start minting money needed to support it? It is a system that works only for best selling authors, traditional or self-published.

Next, let’s look at the market, or rather the markets. While there is some overlap of readers, the traditional publishing market and the ebook/Kindle Unlimited market are very different beasts, in both expectations and priorities. The ebook market is largely made up of avid, story-orientated genre readers who will overlook nondescript writing and a certain amount of typos, if the story is compelling enough. I speak with experience here. On the other hand, the readers of traditional published books are more likely bookish readers who place a greater emphasis on style and writing quality. There are few, if any, grammar connoisseurs reading self-published ebooks, so there’s no need to spend thousands of dollars to please them. Beta readers are sufficient.

So, all in all, I see promoting this expensive method of producing a self published book as the best, and most ethical way of producing a book, as a form of gatekeeping. 

By setting such a very high financial bar for entry into the self publishing market it discourages many would-be author/publishers from even attempting to publish their work, unless they already have the six figure income necessary to spend, and likely lose, on their publishing project. And even if these authors did mentioned less expensive ways, the clear implication was that you needed to spend as much as you could scrape together to publish your book in a manner as close to the right and proper way as possible.

The reason, we are told, that these services are expensive is that these editors, artist, and such need to make a living. Most authors, traditionally published or self-published rarely make a living writing. But now we self-published authors are being told that we need to pay a living wage to these self-employed professionals, before the we ever have a chance to earn any money from our book at all. There is something wrong in the traditional book business where the the very basis of the business - the writer of the book - is paid the least. And so those promoting this unfair system for the self-publishing business, earn my wrath.

I view this message as a subtle method of gatekeeping. A way of keeping self-publishing to an exclusive group of would-be self-published authors - the well heeled and well connected. They want to close the gate behind them. 

There’s always been people selling authors all sorts of schemes and services to sell books. Would-be authors are some of the greatest chumps in the world. It’s like shooting trout in a barrow. So this pitch, in a way, is just the same old thing. But it is also different in that it is being promoted by people who are not trying to make money from selling their secret to success. They might even be well meaning, and believe this is the right way to go about self-publishing a book. Anything is possible.

But still, the cynic in me sees it as a subtle way to discourage the competition in a field were there is way too much competition – at least from an author’s point of view. For the readers, well, it’s a wonderful opportunity. I’m for the readers. The more books there are, the merrier.