Harlequin Replies to Mystery Writers of America

Donna Hayes, Publisher and Chief Executive Officer, Harlequin Enterprises Ltd., has responded to Mystery Writers of America's removal of Harlequin from MWA's list of Approved Publishers.

"Harlequin takes its relationship with the Mystery Writers of America very seriously," Hayes says. "In response to your letters, I would like to share our perspective on the changing book publishing industry and Harlequin’s recent moves to keep pace with and lead innovation in our market. It is our hope that sharing our point of view will demonstrate our respect for the MWA and explain our motivation behind the launch of Dellarte Press."

Hayes then goes on to explain why publishers cannot and should not ignore the "mega trend" of self-publishing on today's book landscape.

“Mega trends” affecting the industry include, but are not limited to, the questions raised by Google surrounding ownership of copyright, the rise of eBooks as a viable commercial format, and the swell of user-generated content throughout the Internet. Amazon’s growing influence in nearly all aspects of book publishing – from a book’s conception to its ultimate delivery in a reader’s mailbox – can be interpreted as a source of increasing pressure on traditional publishing models.

In the wake of these changes, self-publishing has emerged as a new force in the publishing industry, providing a forum for thousands of authors who would not secure a contract with traditional publishers. According to Bowker reports, 285,000 new titles and editions were self-published in the US last year, a number that exceeds the 275,000 titles published by traditional houses. Harlequin sees the rapid growth in self-published titles, up 132% since 2007, as validation that writers perceive self-publishing as a viable path to literary fulfillment. In recent weeks, Harlequin has heard from countless writers, either directly or via blogs, that self-publishing played an important, positive role in their writing careers.

You may read Hayes's statement in full here.

RC

Bye-Bye BookSurge, Hello CreateSpace: PODder to Morph into Amazon Self-Pub Arm

BookSurge is a quiet little outfit that has made a lot of noise - some of it strident - since its modest beginnings as a print on demand press. An article by Jim Milliot in Publishers Weekly indicates that BookSurge's voice will be absorbed into the roar of a self-publication factory. Both are owned by Amazon.

Amazon's acquisition of BookSurge a few years ago prompted me to speculate on just what the book retail giant could want with a little POD company. In a guest editorial in Publishers Weekly, I wrote, “It’s hard to say for sure what is behind amazon.com’s acquisition of BookSurge, the on-demand book-printer. But any move the Nine Gazillion Pound Gorilla makes is worthy of serious consideration. Indeed, the implications of the deal, especially combined with amazon’s purchase of e-book company MobiPocket, are profound.”

In time our questions were answered when Amazon began leaning on publishers to shift their print on demand business to BookSurge, occasioning a blog (The Nine Gazillion Pound Gorilla Bares Its Fangs) describing the alarm that many publishers felt at the prospect of being pressured to give up their relationship with BookSurge's competitors.

The glare of publicity (plus an antitrust lawsuit by a company called BookLocker that remains pending as of October) seems to have checked BookSurge's conquistadorial ambitions. And now the firm is to be integrated into CreateSpace, an Amazon division providing tools to self-publishers. "The move will make CreateSpace the single platform for all BookSurge and CreateSpace authors and publishers," writes Milliot, who goes on to cite CreateSpace's website: “During the coming months we will be transitioning all BookSurge accounts to CreateSpace, after which the BookSurge brand will be retired.”

A lot of e-ink has been spilled of late about self-publication, which some of us prefer to call vanity (see You Got That Right, Ecclesiastes) and we are going to see a lot more as a clash of vanity titans shapes up, with Author Solutions (AuthorHouse, iUniverse, Trafford, Xlibris, Inkubook etc.) in one corner and CreateSpace in the other. And if you cast your eyes on the ringside seat behind CreateSpace you'll see our quiet little friend BookSurge.

Richard Curtis

Harlequin Renames Self-Pub Imprint

Lynn Andriani of Publishers Weekly reports that Harlequin self-publication imprint formerly known as Horizons has been renamed DellArte Press. "In the wake of widespread criticism over its self-publishing imprint," Andriani writes "Harlequin has changed the imprint’s name from Harlequin Horizons to DellArte Press. As Harlequin publisher and CEO Donna Hayes said it would, the company renamed the imprint to a designation 'that [does] not refer to Harlequin in any way.' There is no mention of Harlequin on DellArte’s Web site."

Andriani adds: "Harlequin did not respond to a request for comment this morning on the name change or if it was back in the good graces of the RWA. The Science Fiction and Fantasy Writers have called for Harlequin to completely cut ties to the self-pub program."

Read Harlequin responds to criticism of its self-publishing arm with a new name

RC

Nelson CEO Hyatt Responds to Mike Shatzkin's Questions About Self-Pub Division

Michael Hyatt, CEO of Thomas Nelson (right), brought to my attention that he actually did (and promptly) respond to questions raised by Mike Shatzkin about Nelson's self-publishing venture, WestBow Press. His response was in the form of a comment on Shatzkin's blog, and we're very happy to reproduce it here.

Richard Curtis
***************************************
Mike,

Thanks for asking these questions and giving me a chance to respond. I do, by the way, enjoy your blog and your perspective on publishing.

“1. How many such titles will they do per season or per year?”

This question doesn’t apply to the WestBow Press situation in quite the same way it applies to a traditional publisher. The WestBow model is the exact opposite of traditional publishing. In the traditional model, the publisher is the customer because the publisher buys manuscripts from authors. In the WestBow model, the author is the customer because the author buys services from the publisher.

The traditional model is resource-driven. The publisher is constrained by its access to capital and its appetite for risk. At Thomas Nelson, for example, we only do about 500 new titles per year, because we have a finite amount of capital that we can invest in royalty advances, inventory, and accounts receivable.

The WestBow model is demand-driven. The author is putting up the capital and taking the risk, so the publisher—or service provider, if you prefer—is only constrained by its ability to scale its operation up quickly enough to meet the demand.

All that to say, I have no idea how many titles we will do per season or per year. This is completely a function of demand.

“2. How will access to Nelson’s (always limited, as is any publisher’s) sales and marketing bandwidth be allocated to this imprint?”

Other than macro-level advice from time to time, none of Thomas Nelson’s resources will be allocated to sales and marketing. This is entirely ASI’s responsibility in the partnership. This kind of sales and marketing bandwidth is available to WestBow authors as a service from ASI, just like other services. Thomas Nelson’s bandwidth will be 100% focused on Thomas Nelson authors—just like now.

By the way, some of the questions we have received like this imply that traditional booksellers are the primary or only legitimate outlet for distribution. Many authors have their own platforms (e.g., speaking, blog, radio show, etc.) which more than justifies their investment in the WestBow model. They don’t need anyone else’s bandwidth to be successful.

“3. Will the books be vetted as suitable for Nelson’s Christian mission? And, if so, how and by whom?”

Yes, all WestBow Press titles must be congruent with the Thomas Nelson Content Standards. Every manuscript will be reviewed by either a WestBow editor who has been trained by us or a qualified freelancer who has been trained by us. This is precisely how we do it now at Thomas Nelson. In fact, I joked the other day that I think we have given the WestBow editors more training than our own people.

“4. Will the books be vetted at all for quality? Or will an author just choose the WestBow option and, if that’s the case, how much extra will be they paying and what will they be told they’re getting for their money?”

No, they will not be vetted for quality. They will be given a candid assessment of the quality and offered various editorial services that will make the manuscript better. But in the end, we are providing a service to the customer. He or she will be the final judge of quality.

These services are priced differently, depending on how involved they are. For example, substantive editing is more expensive than copy editing. Copy editing is more expensive than proof-reading. This is how it works in the world of traditional publishing, too, when we hire outside editors or proofreaders.

“5. The story says that Nelson editors won’t touch the books but will ‘monitor sales to identify potential big sellers.’ What’s the pre-monitoring launch plan? What’s the plan if Nelson editors actually identify a ‘potential big’ book?”

I’d like to tell you that we have all this figured out. We don’t. Here’s what I can tell you: we will be getting weekly sales reports from ASI. It will show all WestBow Press titles and how they are selling. We currently do this internally for our own titles at Thomas Nelson. We call it our “Movement Report.”

We will obviously pay attention to those WestBow titles that are selling the most or at the highest velocity. At some point, I envision one our editors reviewing the WestBow edition of the book and then calling the author to discuss the possibility of entering into a traditional publishing relationship with Thomas Nelson.

From that point, it will be handled as a typical author-publisher negotiation. We do not require them to publish with us or “lock them in” in via the WestBow contract in any way. They are free to publish with anyone they wish. However, we will have the early visibility and, hopefully, the first-mover advantage.

Someone asked on another forum, why would a WestBow author want to sign with Thomas Nelson if they already had proven they can be successful without us. Good question. The short answer is that they may not want to sign with us. No problem. Every situation is different.

But if they do sign with us, they will then go into our catalog, be represented by our sales team, and have the potential to get their books into other channels and accounts not available to them through WestBow.

I hope this answers some of your questions, Mike. I’m sure that I have created others! Please know that it is my desire to be as transparent and open about this as I can be, subject only to the availability of my time and attention.

Thanks again.

What Can Publishers Learn from Cory Doctorow?

The short answer? Everything.

Doctorow, whose brash and sometimes subversive-sounding publishing strategies have made him a folk hero to his fans and generated intense controversy in the mainstream publishing community, has laid siege to the very ramparts of that community by wagering that he's at least as good a publisher as they are. Maybe, even, a better one. And he's thrown down the gauntlet in the industry's very own trade publication, Publishers Weekly.

Doctorow describes his undertaking as an experiment. The book is a collection consisting almost completely of reprints of previously published stories. It's called With a Little Help and it's his third collection. "It will," he declares, "be available for free on the day it is released."

"Free" notwithstanding, what he hopes to accomplish is, simply, to make money publishing his book, or at least not lose any. He will achieve this by using the same contrarian (or at least counterintuitive) tactics that have succeeded with previous books, including giving them away.

How will we know if the experiment is a success or failure? Doctorow will chronicle it as it unfolds in a monthly column for PW, the first of which appeared in the October 19th issue. His entertaining article is a canny template for a publishing program that utilizes both print and digital media. Of course, this is something that every traditional publisher is trying to do, but here's the problem with every traditional publisher: they're all hobbled by a brick and mortar mindset (and overhead) that makes it impossible to achieve what one determined individual can do - at least, one bold and determined individual named Cory Doctorow. Though he acknowledges lots of help from his friends, he also, obviously, holds with Rudyard Kipling's observation: "Down to Gehenna, or up to the Throne, He travels fastest who travels alone."

Doctorow's template for success includes:

• Low overhead: My capital expenditures have to be as low as possible. In the ideal world, every object I make available will either cost nothing to produce or will be physically instantiated only after it has been ordered and paid for.
• E-book: free, in a wide variety of formats: I have always released my books in three formats (text, HTML and PDF formatted for two-column portrait printout), and my readers have always followed up by converting them to an astonishing long tail of other formats for their preferred readers.
• Audiobook: free, in a wide variety of formats: I've always taken great pleasure in reading my works aloud. I've done 150-plus installments of a podcast of me doing just that. But I'm no pro. However, many of my friends are pro voice actors, and I've called on them to each record one of the stories from the book.
• Donations: whatever happens: I have never solicited donations for my works before, despite the urgings of True Believers who would like to see my publisher cut out of the loop, because I wanted to be sure my publisher was in the loop. This time around, I'm the publisher, so let's see what people are interested in giving.
• Print-on-Demand trade paperback: $16 (approximately; price TBD) Lulu.com produces beautiful books, objects that look every bit as good as the Lightning Source trade paperbacks that Ingram will sell you, provided you know what you're doing when you design them. A designer, I am not. But John Berry, who designed my essay collection, Content, for Tachyon, is.
• I'm also offering a custom-cover package for people running events or giveaways: for a setup fee (I'm thinking $300, but that's not fixed in stone), I'll sell you as many copies at Lulu's cost as you'd like with your own cover on it.
• Premium hardcover edition: $250, limited run of 250 copies:My office is in Clerkenwell, in London, close to several artisanal binders and some damned fine printers. My favorite binder is the venerable, family-owned Wyvern Bindery, which has agreed to bind a fine limited edition of With a Little Help for £20 a copy, in quantities of 20.
• Commission a new story: $10,000 (one only):I probably underpriced this, but it's too late now. The idea was to give my readers the chance to commission a story to be added to the collection at a later date—thus benefiting from an additional burst of publicity and possibly selling a second copy of the “expanded edition” to people who wanted to get the compleat text.
• Advertisements: TBD: Since the paperbacks are print-on-demand, and the electronic files can be trivially modified, I'm going to sell a single ad unit on a time-limited basis: a half-page, or 500 pixels square, or five lines of text (depending on the image), at a price to be determined, in month-long increments.
• Donations of books: TBD: Since the publication of Little Brother in spring 2008, I've run a donation program for my books wherein I ask librarians, teachers and people who work in other “worthy” institutions (halfway houses, shelters, hospitals, etc.) to put their names down for free copies. I publish this list online and mention it in the introductions to all the digital copies of the works.
  

Doctorow sometimes seems to have a chip on his shoulder, and some skeptics will try to knock it off. In fact blogger Michael Stackpole has spilled gallons of e-ink to do that very thing, including calling Doctorow a "snake-oil salesman" and his experiment "rubbish". Entrenched establishmentarians will also try to take Doctorow down. That would be a mistake. They would be far better off studying his strategies and learning from them, something he makes easy to do with his wit and articulateness. I wish him not only to not lose money but to make a bundle. Maybe that will take the starch out of some publishers that are not just stuck in the last century but are proud of it.

Bravo to Publishers Weekly for offering Doctorow a forum. Read Doctorow's Project: With a Little Help. I can't wait to see how it all turns out.

Richard Curtis

Who Do You Have To Take to Paris To Get Your Book Published?

Do guys read? Fifty top editors in the publishing business say they don't. Listen to Tom Matlack, co-founder of The Good Men Project, telling a tale of woe on Huffington Post:

A year ago my VC partner and I (collectively we have been involved in starting Television Food Network, a 15 million subscriber weekly magazine, and 30 other media-related companies) decided we wanted to publish an anthology of first person stories by men about manhood. We collected a Pulitzer Prize winning author (Charlie LeDuff), an NFL Hall of Famer (Andre Tippett), a New York Times war photographer (Michael Kamber), a Sing Sing inmate gone straight (Julio Medina), a fantasy baseball legend (Mark St. Amant), a poet Laureate (Robert Pinsky) along with normal guys (black, white, straight, gay, rich, poor, married and divorced) with stories to tell about being fathers, sons, husbands and providers at this turning point in man-history.

We hired the best agent in the business, wrote a detailed book proposal, and went shopping for a publisher. Fifty (that's 5-0, including a who's who list of the literary world) turned us down. They told us guys don't read, would never read any kind of anthology, and most certainly wouldn't read an anthology about men. Apparently we are all mindless fools. The publishers also said they were focused exclusively on the "sure-thing" celebrity books in the wake of deteriorating economics. Just about that time we noticed a well-received anthology in the New York Times Review of Books written by women during menstruation.

Matlack decided to go in another direction and his book and documentary film are scheduled for launch in mid-November with a cadre of heavy-hitters and high-profile events. " We are planning events in boy's clubs, fire stations, prisons, and army bases -- where ever guys want to talk."

"Who knows if The Good Men Project will work?" Matlack says. "But at the very least our approach demonstrates the wave of the future. The dinosaurs are dead. It's time for everyone involved in the old book food chain to admit it and develop a holistic approach to something new and exciting."

RC

How Lucky We Are That The Book Business Is Not Like The Movie Business!

Is the book business beginning to feel like the movie business? An article by the New York Times's Michael Cieply might reinforce the similarities.

Cieply reports that, unlike filmmakers like Steven Soderbergh and Quentin Tarantino who landed huge studio deals at the Sundance Film Festival, today's aspiring young movie makers have got to finance everything, investing in themselves on the speculation that lightning will strike in the form of financing and distribution by a major studio. As more and more authors throw in the towel in despair of landing a book deal with a big publisher, they are publishing their own books and underwriting every step from editorial to publicity.

Are there other ways to compare Cieply's description of the film industry with the current state of publishing? Let us count them, and to help you, I've taken the liberty of extracting some of Cieply's descriptions and substituting language that might reinforce the idea that New York is a lot closer to L. A. than a five hour flight on the red-eye.

The glory days of independent film [first novels], when hot young directors [authors] like Steven Soderbergh and Mr. Tarantino had studio [publishing] executives tangled in fierce bidding wars at Sundance [Book Expo, Frankfurt] and other celebrity-studded festivals, are now barely a speck in the rearview mirror. And something new, something much odder, has taken their place.

Here is how it used to work: aspiring filmmakers [authors] playing the cool auteur [literary lion] in hopes of attracting the eye of a Hollywood power broker [major New York literary agent].

Here is the new way: filmmakers [authors] doing it themselves — paying for their own distribution [self-publication], marketing films [books] through social networking sites and Twitter blasts [social networking sites and Twitter blasts], putting their work up free on the Web to build a reputation, cozying up to concierges [maitre d's] at luxury hotels [chic publishing watering spots] in film festival cities [New York] to get them to whisper into the right ears.

The economic slowdown and tight credit have squeezed the entertainment [book] industry along with everybody else, resulting in significantly fewer big-studio [Big Publishing] films [bestsellers] in the pipeline and an even tougher road for smaller-budget independent [midlist books]. Independent distribution [Independent publishing] companies are much less likely to pull out the checkbook while many of the big studios [publishing houses] have all but gotten out of the indie film [midlist book] business.

Had enough? Oh, come on, how about one more for the road! This time, you fill in the right words:

“Everyone still dreams there’s going to be a conventional sale to a major studio,” said Kevin Iwashina, once an independent-film specialist with the Creative Artists Agency and now a partner at IP Advisors, a film sales and finance consulting company. But, he said, smart producers and directors are figuring out how to tap the value in projects on their own.

Richard Curtis

Every Blogger owes a debt of gratitude to newspapers and magazines. This posting relies on original research and reporting performed by the New York Times.

First Self-Publishing Book Expo Slated for Fall in NYC

Karen Mender, co-founder of the Self-Publishing Book Expo (SPBE - I think they're calling it "Spibbee" for short) has announced that the conference - the first of its kind ever - will take place at The Sheraton New York Hotel & Towers (811 Seventh Avenue at 53rd Street)from 10 AM to 5 PM on Saturday, November 7, 2009.

Mender says it "will bring national focus and attention to the fastest-growing segment of today’s publishing industry. Unlike any other book exhibit, the Self-Publishing Book Expo will be the only event of its kind to highlight the books of self-publishing companies and their authors, and give them the prominence and prestige they deserve."

Booked for panels are such prestigious names as Janet McDonald, VP Client Acquisitions at Ingram Publisher Services, Inc.; M.J. Rose, who launched her mainstream career as a self-published author; Eric Kampmann, President of indie distributor Midpoint Trade Book; and Mark Coker, founder of Smashwords.

For registration, exhibitor, panel and other information, visit the SPBE website.

RC

Bestselling Kindle Newbie Ready to Share Secrets of Success as Soon as He Knows What They Are

J. A. Konrath identifies himself as the author of three thrillers featuring Lt. Jacqueline "Jack" Daniels (that's not him pictured at right). He has also published two works of horror under the penname Jack Kilborn, a full-lengther plus a novella in collaboration with Blake Crouch.

He uploaded his books to Kindle (as well as to some other e-book outlets) and has compiled a fascinating account of the experience, studded with precise sales information and embellished with invaluable tips to writers seeking to emulate him.

First and foremost, his horror novel Afraid, irresistibly priced at $1.99, sold over 10,400 copies in the first month of its release. The novella, Serial, was released free a month later and was downloaded by Kindlach ( people of the Kindle) over 34,000 times. Grand Central, which issued print editions, assisted with online promotion.

Konrath then posted some of his other books on Kindle. You can read about his strategies for pricing, product description, networking and other strategies on his blogpost A Newbie's Guide to Publishing. He shares some pertinent observations plus do's and don'ts. But when it comes to penetrating the mystery of why some of his books sell more units than others, he confesses to being clueless:

What I've learned about units sold: Nothing. I have no clue why The List, which is a fun technothriller about cloning, is outselling Origin, which is about a secret government compound studying Satan.

Welcome to book publishing, rookie. You're in good company. Even the preeminent Alfred A. Knopf threw up his hands in despair, lamenting that his efforts were fifty percent successful, he just wasn't sure which fifty percent.

RC

Scribd Author Joe Quirk Exults in His Choice of Publisher

Joe Quirk is a bestselling novelist and bestselling science writer. Rather than go the conventional route with his latest novel Exult, he turned to Scribd, where you can download Exult and his first novel, The Ultimate Rush, for $2.00 each.

Exult is the story of a thrilling sport that, in the author's experts hands, becomes a metaphor for all that is ecstatic and tragic in life. "Is a full life worth an early death?" asks Quirk. "Jack Ostruck loves hang gliding, but when someone he loves dies in a crash, the grieving mother demands that Jack come to the funeral and explain why flying is worth her child's death." The novel has moved the likes of Khaled Hosseini, bestselling author of The Kite Runner, to sing its praises.

Because Scribd is a new venture and a controversial work in progress (read what Kill Zone had to say about it), we asked Joe to blog about his experience and that of two author friends of his who similarly cast their lot with him. You can watch a video of the three on YouTube, read a guest editorial in Publishers Weekly by one of the three, Kemble Scott, and read Joe's own comments below.

RC
************************************************
I’ve fantasized about Scribd.com since 1996, well before its founders reached puberty, when I wrote an essay about the coming “Revolution in Publishing” that no publisher would publish. I had to wait to publish my first novel, which gave me the opportunity to provoke an argument with my publisher during my first book tour. I held up my hardcover book and declared to my horrorstruck editor, publicist, and assistants that soon we won’t need this hunk of tree pulp any more. I announced that the substance of a novel is not in the book but the words, which were easily digitized, and the next generation will be about about as sentimental about the smells and textures of books as we were about the smells and textures of LPs.

Read Joe Quirk's statement in its entirety.

A Self-Published Author Shows the Difference Between Vanity and Pride

Jason A. Spencer-Edwards has won the writer's equivalent of the trifecta. He's sold some 50,000 copies of his self-published books, he's gotten them picked up by the New York City school system, and - most important of all from his viewpoint - his tales of black kids struggling for survival have inspired school children from disadvantaged backgrounds and helped them to fall in love with reading.

New York Times reporter Anne Barnard writes that "Mr. Spencer-Edwards’s stories of young black teenagers struggling with peer pressure, poverty and the temptations of money and crime have captivated students who have trouble relating to the white middle-class suburban world of Judy Blume or Sweet Valley High."

“You can hear a pin drop when we work on his books,” a teacher said.

Spencer-Edwards's books - Jiggy, I’ve Got It Made and Patrol Boy - are captivating. But there were few readers to captivate until he persuaded New York City's Department of Education to approve his books, and if you know anything about getting books adopted by the New York school system, you will appreciate how extraordinary his feat was. Once the books were green-lighted he began promoting them to principals, teachers, parents and children. His charisma and mesmerizing story-telling style took it from there, and the rest is a heart-warming story of a remarkable man who does well by doing good.

You can learn more about him here.

RC

Is There a Market for Your Vanity?

I recently wrote about "gatekeepers", the cadre of tastemakers (editors, bookstore buyers, reviewers, critics, etc.) that guard the bastions of popularity against the clamoring horde of would-be's and wannabe's. It's hard to pin down just who these king- and queenmakers are, and even harder to get a clear idea of their selection criteria. The process is maddening and often cruelly arbitrary, like being rejected by the bouncer at a club whose admission policy is not posted: Is it your race? Creed? Gender? Height? Hair? Shoes?

I thought about gatekeepers when I read Motoko Rich's New York Times's article on the thriving author-subsidized publishing industry. It answers the question, What do all those authors do who are bounced from the club? Rich's answer? They start their own club. That is, they take their rejected books and publish them themselves.

Until very recently the phrase most often used to describe this activity was "vanity" publishing, but like most politically incorrect opprobria used in modern parlance it was necessary to find a gentler way to express the concept. Everyone seems to have settled on "self-publishing". Not only does that term spare the self-esteem of its practitioners, but it is also probably more accurate. For, when you read the astonishing number of people who elect the self-publication option, you say to yourself, Surely there could not be that many vain authors, could there? Well...

In her article Self-Publishers Flourish as Writers Pay the Tab Rich points out that one outfit, Author Solutions, published 19,000 titles in 2008, "nearly six times more than Random House, the world’s largest publisher of consumer books, released last year." And it sold 2.5 million copies of all the books on its list. Rich also cites Blurb, a print on demand outfit, that published more than 300,000 titles in 2008 (not all of them subsidized by authors, clearly). Blurb's revenue has soared from $1 million to $30 million.

About this phenomenon, she says,

"As traditional publishers look to prune their booklists and rely increasingly on blockbuster bestsellers, self-publishing companies are ramping up their title counts and making money on books that sell as few as five copies, in part because the author, rather than the publisher, pays for things like cover design and printing costs."

Author-subsidized books have always been with us, but how did the phenomenon go from sidetrack to mainline in just a few years?

Every literary agent can testify to the anxiety level of authors eager - all too often desperate - to see their work in print. Even a small agency receives dozens of queries and submissions daily, meaning somewhere between 5,000 and 10,000 a year. Publishers did some math and discovered that the odds of finding a gem in the slush were about 20,000 to 1. They then measured the cost of maintaining a staff of first readers and factored in the time invested by senior editors reviewing the recommendations of te preliminary readers, and concluded that that gem would have to be a major and sustained bestseller just to recoup the cost of the search. So the publishers closed the door to slush and dumped the problem on literary agents.

But that didn't lower the odds - it just shifted them from one pair of shoulders to another, and when the rejection-to-acceptance ratio turned out to be about the same for agents as it had been for publishers, around 20,000 to 1, the conditions were ripe for an author stampede. All that was needed was a less expensive means of indulging one's vanity - er, excuse me: publishing one's own books. The late 1990s provided it in the form of such modern miracles as print on demand, photoshop software and other other cheap and easy production and graphics programs. The stampede began.

Only one element was missing: readers. Aside from immediate friends and family, readers proved a scarce commodity. Very few self-published books found an audience (and it is likely that even those who received or bought them never read them) Even fewer broke out of the vanity ghetto, and almost all that did relied on establishment gatekeepers to boost them onto the main track. Jill Priluck, in Slate, draws a very important distinction between merely finding readers and branding yourself: "The proliferation of digital media that is arguably the biggest threat to traditional publishing also offers authors more opportunities than ever to distribute and promote their work. The catch: In order to do that effectively, authors increasingly must transcend their words and become brands."

But there are exceptions, and here's a passage from Motoko Rich's Times piece that caught my attention:

Michelle L. Long, an accountant who advises small businesses, published “Successful QuickBooks Consulting,” a guide for others who want to help businesses use a software package made by Intuit through CreateSpace a little more than a year ago. She said she had earned 45 to 55 percent of the cover price on each sale and had made $22,000 in royalties on the sale of more than 2,000 copies.

“A lot of this niche content is doing fairly well relative to the rest of the economy because it’s very useful to people who have a very specific need,” Rich quotes Aaron Martin, director of self-publishing and manufacturing on demand at Amazon.

Long's book genuinely filled a niche, and if, as futurist and publishing consultant Mike Shatzkin predicts, "the current format-specific publishing model must give way to an audience-specific one," there may very well emerge a self-publication business model that serves a real need besides the one so aptly captured by poet Emily Dickinson:

How dreary--to be--Somebody!
How public--like a Frog--
To tell your name--the livelong June--
To an admiring Bog!

Richard Curtis