My Tenth Year in Publishing - The Numbers

 

The mission of Celanda House is to publish the fiction of C. Litka as widely as possible - without having to work at doing so. Celanda House has no mandate to make money - It just can't lose money. To accomplish its stated mission within the assigned parameters, Celanda House, whenever possible, prices ebooks and audiobooks at cost. In most instances this is free. 

After ten years in business, how successful has Celanda House been in its mission of getting the works of C. Litka into the hands of the eager reading public? Below are the numbers.

This year I have simplified the chart, combining all sales per book into one number. I have broken out the ebook to audiobook ratio per store.

Book Title/ Release Date	Year 10 Sales	Total to Date
SALES PERIOD May 2024 – April 2025	Ebooks, Audiobooks & Paperback combined	Ebooks, Audiobooks & Paperback combined
A Summer in Amber 23 April 2015	926	11,029
Some Day Days 9 July 2015	692	7,267
The Bright Black Sea 17 Sept 2015	1,861	20,092
Castaways of the Lost Star (Initial Release -withdrawn) 4 Aug 2016		2,176(one year)
The Lost Star’s Sea 13 July 2017	1,009	11,651
Beneath the Lanterns 13 Sept 2018	717	6,139
Sailing to Redoubt 15 March 2019	838	5,824
Prisoner of Cimlye 2 April 2020	701	4,436
Lines in the Lawn (short story) 8 June 2020 Widthdrawn		174
Keiree 18 Sept 2020	709	4,032
The Secret of the Tzaritsa Moon 11 Nov 2020	1.036	5,519
The Secrets of Valsummer House 18 March 2021	984	4,623
Shadows of an Iron Kingdom 15 July 2021	1.502	5,837
The Aerie of a Pirate Prince 29 Sept 2022	950	3,018
The Girl on the Kerb 6 April 2023	1,296	7,000
A Night on Isvalar 15 July 2021	824	917
Passage to Jarpara 16 March 2024	795	972
Chateau Clare 17 Oct 2024	1,257	1,257
Glencrow Summer Feb 21 2025	704	704
The Lost Star six book Series Aug-Sep 2024	149	149
Omnibus Editions (withdrawn)		30
TOTALS THIS PERIOD	16,950  Year Ten	102,835 Grand Total

Sales by Store ( ebook/audiobook, store sales, and store % of total sales)

Draft2Digital*   2,257 ebooks   1,403 Audio books (38%)   3,660 Total   21.5%

Kobo                   82 ebooks              n/a                                82 Total       .5%

Amazon              780 ebooks   26 Audiobooks  (3%) 21 Paper   827 Total     5%

Google            5,393 ebooks     6,954 Audiobooks (56%)     12,347 Total   73%

* D2D includes sales via Smashwords, B & N, Apple, & a few European stores. Audiobook sales from Apple.

(Note: the totals between the chart and these listings differ by 34, well within my margin of error.)

Revenue: $379.21  

Expenses: Books & Postage for Beta Readers $80 (est.)

A Table of Yearly Sales Results

6,537 Year One, 2015/16 (3 novels released)

6,137 Year Two, 2016/17 (1 novel released)

6,385 Year Three, 2017/18 (1 novel released)

8,225* Year Four, 2018/19: (2 novels released) * includes a strange 1950 books sold in one day on Amazon that they say is correct. It would be 6,275 without that strange day's sales.

8,530 Year Five, 2019/20 (1 novel released)

7,484 Year Six, 2020/21 (2 novels released, 1 novella, 1 children's short story)

8,853 Year Seven 2021/22 (1 novel, 1 novella)

19,524 Year Eight 2022/23 (1 short novel, 1 novel  Audiobooks)

14,468 Year Nine 2023/24 (1 sequel novel, 1 novella release wide in late April)

16,950 Year Ten 2024/2025 (2 novels)

The Complete Yearly Reports on this Blog

Year 1: https://clitkabooks.blogspot.com/2016/05/a-window-to-self-publishing.html

Year 2: https://clitkabooks.blogspot.com/2017/05/two-years-of-free-books.html

Year 3: https://clitkabooks.blogspot.com/2018/05/3-years-in-self-publishing.html

Year 4: https://clitkabooks.blogspot.com/2019/05/four-years-in-self-publishing.html

Year 5: https://clitkabooks.blogspot.com/2020/05/five-years-in-self-publishing.html

Year 6:https://clitkabooks.blogspot.com/2021/05/six-years-in-self-publishing.html

Year 7: https://clitkabooks.blogspot.com/2022/05/7-years-in-self-publishing-report.html

Year 8: https://clitkabooks.blogspot.com/2023/05/eight-years-as-authorpublisher-report.html

Year 9: https://clitkabooks.blogspot.com/2024/05/nine-years-as-authorpublisher-part-2.html

My Thoughts On the Data 

Surprisingly my tenth year proved to be my second best in sales. In last year's yearly report I said that I hoped this year would be like last year, and, as it turned out, my sales exceeded last year by almost 2,500 copies. Revenue up $200 as well. It was a very good year. There is likely no secret reason for this; new releases, like the tide, raise the sale of all books. So with two new novels released this year both of which sold well, likely explains the better than expected sales.

The most important reading of the data above is that across all of my books, my back catalog books continue to sell at roughly the same rate as my newest titles. This would seem to suggest that I am attracting new readers every year, who then go on to read the stories I published before they discovered my books. Also it is interesting how relatively close in numbers most books are, with my space opera continuing to be my best seller, followed by its direct sequel and the four adventure/mysteries set in that same locale. Why the third book in the series, Shadows of an Iron Kingdom outsells all the other titles in that series is a mystery. There is a role playing game by the name of Iron Kingdoms which might explain it. Or readers simply like Gothic themed stories.

As I said in an earlier post, I think these sales are earned by the number of words I've written and number of books I've published. As well as the frequency of releases. More books, more often, more sales. Econ. 101. 

Audiobooks accounted for 49.5% of my sales this year. I suspect that audio books account for close to half of my Apple sales as well, since that 38% includes Smashwords, B & N et. al. Clearly, by adopting audiobooks, even auto-narrated ones, I have doubled my sales. Best publishing decision I made. And it was a no-brainer.

Google continues to dominate my sales. I think the reason is simple; young people use their smart phones as their computer, social media platform, and entertainment center. Offering my entertainment on phones via the Play Store, Apple Books, or on the Kindle App, as both text and voice is a doorway to the younger readers. As is making my work affordable to anyone who has a smart phone, i.e. just about everyone.

Looking Ahead

My next novel, The Darval-Mers Dossier, a 53K word mystery novel set in the same world as Chateau Clare and Glencrow Summer, is set to be released on 5 June 2025. Ideally I would like to release a second novel early in 2026, even though my stated goal is one novel a year. We'll see.

Earlier this year, I had toyed with the idea of making big changes after reaching the 100,000 sales mark and my 10th year. I considered going all in on Amazon and Kindle Unlimited for a year or two, just to see what I could do to capture the paying market. However, I sobered up and decided not to pursue that avenue. First, the sales of my books on Amazon and Kobe have inspired little confidence that I could sell enough books to justify spending the money I'd have to spend to get them in front of enough readers to have a chance of success. Together with the likelihood of losing most of that money, since my books are out of the mainstream of bestsellers I sighed and thought, no. And perhaps more importantly, I feel good about simply sharing my stories with readers. It just seems to feel right. I lose nothing by doing so and gain a pleasant felling of satisfaction by doing it. Plus, I like looking at my sales figures each month. Why turn fun into work? 

So, going forward, there may be new sales venues opening up this summer. I've seen reports suggesting that bookstore.org will be adding self-published books to their offering, somehow, which, if true would bear looking into. And I believe Kobo is in the early stages of some sort of audiobook move as well. Currently invite only. Otherwise, I'm staying the course. We'll see what the next year brings. Fingers crossed, something good.

Stay tuned for it's other than Amazon release day!

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.

Nine-and-a-half Years in Publishing - 6 Month Sales

 

My "2025" Novel

As is tradition around here, I'm posting my sales for the first half of my fiscal year, May thru October. The purpose is to chronical my experiment in publishing. I decided from the onset on three things. First to reach, and hopefully, entertain as many readers as possible. Second to do so without losing money, but also without any concern for making money. And thirdly, to only do the things I enjoyed - writing - and the things I found interesting, challenging, and didn't mind doing like making paperback books, tinkering with covers, and different formats, while avoiding doing all the things I hated, which is to say self-promotion. The key to these goals was, and is, producing my books in-house, with the help of volunteer beta readers, and to then sell the ebook versions at cost, which to say, for free. I let their free price and wide and easy access do my promoting for me. I've published 20 books over the course of the last 9 1/2 years. The sales numbers are below. And according to Amazon, I've made $1002.51 so far. I've spent less that that, mostly on paper books, some of which I send to my beta readers for their efforts. I'll leave it up to you to decide how successful I've been.

Cutting to the chase, the first half of my 10th year in publishing was solid, but not spectacular. Below are my monthly sales totals, including ebooks, print books, and audiobooks. Nearly half of my sales now come from audiobook sales.

May     June     July     August    September    October    Six Month total

1014    844     1637    1544       1356            1,406        7,801*

This total compares to 9,177 in the same period last year, a decline of 16%

Headlines For This First Half of My Fiscal Year

I released my "2025" novel, Chateau Clare, early - on October 17 and the 24th, so it's initial bump in sales is reflected in the October sales. It's 470 copies sold kept sales for October at September's level. I have muted expectations for this title. It represents a different direction in my writing. Still, I can't kick about either its sales or its initial reception. I'm hoping that it will find new readers, but that might take some time.

All but three of my titles have been finally released as Apple audiobooks. The Lost Star's Sea shows it was accepted, but it's not currently available for some reason. Who knowns with Apple? A possible explanation for the unreleased three is that they did not have a proper table of contents. That was fixed a month ago, but they've yet to make their appearance. That said, Apple's audiobook version of Chateau Clare appeared only a week after the ebook version. You just never know with Apple. As for audiobook sales on Apple - I'm happy with them - not Google level, but good enough. It was worth the hassle. 

In June I pulled my books on Smashwords and now sell them there via Draft2Digital. The move revitalized sales on Smashwords for several months, likely because the books appeared as new releases on Smashwords' home page, making them far easier to come across. Visibility, visibility, visibility is the key to sales. Sales have since settled down, but this move explains July's bump in sales.

My two bestselling books, The Bright Black Sea and The Lost Star's Sea were too long for Amazon's auto-narrated audiobook program, so I broke them up into a six book series; The Lost Star Stories -- The Captain, Enemies, Ghosts, Castaways, Islands. and Secrets of the Lost Star. While I've sold only a modest number of the new versions, I wasn't selling any of the two omnibus versions since they went full price on Amazon, so the move was a minor win. I've reformatted The Bright Black Sea and The Lost Star's Sea to reflect their omnibus status, and will continue to sell them via Google and D2D - since they are audiobooks on Google and Apple.

On the other hand, I pulled distributing  from Draft2Digital for my titles to Kobo in October because I could not find my titles, or my my name, when I searched the Kobo site.  It seems that Kobo doesn't want to sell free books. I hoped that by listing them myself with Kobo they would actually turn up in the search results. They now do, sometimes. Early sales are modest - 40 in the first month. I can't say if listing them directly made any difference, since Kobo never reported free sales to Smashwords or D2D. Now I'll know. I took the opportunity to list the six book Lost Star Stories series instead of The Bright Black Sea and The Lost Star's Sea when doing this. I will review my Kobo free sales before the end of the year and if they are fairly insignificant, I may raise their prices to match my Amazon prices in the hope that this might make them more visible and appealing to users of Kobo's version of the Kindle Unlimited lending library. 

The Numbers

Below is the complete breakdown of sales by book and format for the period May 2024 thru October 2024.  

Book Title/ Release Date	Ebook Sales	Audiobook Sales	Paper Back Sales	Total	Total to Date
SALES PERIOD May 2024 – October 2024
A Summer in Amber 23 April 2015	224	245	1	469	10,573
Some Day Days 9 July 2015	153	207		360	6,935
The Bright Black Sea 17 Sept 2015	358	502	2	860	19,093
Castaways of the Lost Star (Initial Release -withdrawn) 4 Aug 2016	----------	withdrawn	-------	----------	2,176 (one year)
The Lost Star’s Sea 13 July 2017	269	231	1	500	11,143
Beneath the Lanterns 13 Sept 2018	176	150		326	5,748
Sailing to Redoubt 15 March 2019	207	190	2	397	5,385
Prisoner of Cimlye 2 April 2020	155	156	2	311	4,048
Lines in the Lawn 8 June 2020     Withdrawn	----------	------------	-------	---------	174
Keiree 18 Sept 2020	150	186		336	3,659
The Secret of the Tzaritsa Moon 11 Nov 2020	230	296	2	526	5,011
The Secrets of Valsummer House 18 March 2021	230	265	1	495	4,130
Shadows of an Iron Kingdom 15 July 2021	271	418	1	689	5,019
The Aerie of a Pirate Prince 29 Sept 2022	207	228		435	2,503
The Girl on the Kerb 6 April 2023	480	174		654	6,358
A Night on Isvalar 15 July 2021	277	167		444	537
Passage to Jarpara 16 March 2024	217	183	6	400	583
Chateau Clare 17 Oct 2024	357	113		470	470
Captain of the Lost Star 22 July 2024	9		--------	9	9
Enemies of the Lost Star 22 July 2024	5		--------	5	5
Ghosts of the Lost Star 22 July 2024	5		-------	5	5
Castaways of the Lost Star (New Re-Release version) Oct 2024	4		--------	4	4
Islands of the Lost Star Oct 2024	3		-------	3	3
Secrets of the Lost Start Oct 2024	6		-------	6	6
Omnibus Editions (withdrawn)	----------	-------------	--------	----------	30
TOTALS THIS PERIOD	3,993	3,711	18 (yr)	7,671
1H 2023	6,049	3,130		9,177
1H 2022	4,480	4,574		9,054
LIFETIME TOTAL SALES					93, 607

1 H Revenue $139.59, Expenses Approx. $20.00 Profit Approx. $120

Paperback sales were for the entire year. I don't pay any attention to them. 

Almost all audiobook sales come from Google and Apple. Amazon's contribution is insignificant at this point.

Passage to Jarpara, as the third book in a series is doing about as I expected - so-so, but Chateau Clare is off to a promising start. We'll see. Otherwise, this chart serves to illustrate just how important an author's back catalog is. The more books you have to offer, the more you can sell, since new books won't keep you afloat.

Looking Ahead

Steady as she goes for now. I will do my big re-think this spring, if I feel one is necessary. Currently changing Kobo to full price sales if free books aren't contributing much is my only ongoing experiment. I think I've done all I can to promote sales without actually going out, spending money, and promoting them. Ain't doin' that.

*As I mentioned in a previous report, you would not want me as your bookkeeper. We'd find ourselves in jail. Attention to details is not my strong suite. While the two totals are based on the same raw numbers, for some mysterious reason they never quite agree when it comes to making out this report. The  7,801 six month total at the top comes from my monthly composite tally. This is based on counting book sales each month, month by month. The 7,671 at the bottom of the chart, while based on those same numbers, are generated by adding up the six months total for each title for ebooks and audio at the end of the six month period. Clearly errors occur. Somewhere. However, since all this is just for my amusement, I'm not going to try to reconcile them. Take the numbers as a range only, the actual number is likely somewhere in between the two of them. Indeed, my grand total on the monthly composite tally is 94,494. I like that number better than the one at the bottom of the chart above. I have, however introduced a new, simplified accounting system for myself, so I'm hoping to improve my accuracy going forward.