Self-Publishing - One Man's Experience

In the year 2000, as I was about to turn 50, I decided to self-publish a novel. A small press publisher in Manhattan had held it for a few years and finally decided she wasn't up to it. She'd split with her husband, a cranky avant-garde filmmaker, and left town to start a new life.

Three years passed and I, now suffering my own romantic devastation, threw myself back into writing with a vengeance. Had it not been for the need to fill the void that disappointment caused, I might not have pursued self-publishing. I can't imagine that.

A co-worker, who was working on a children's book, showed me an article about 1st Books Library. That night I researched the company on my PC. I'd only been online a few months. I requested a brochure. Within days I decided to take a shot. I'm glad I did.

Ever wary, I chose to submit the least commercial of my nine full length works. I've had 23 stories published in very small press print magazines. Many can now be found at various ezines. To save money, I decided to retype onto a floppy disk. Submission of hard copy requires scanning, which adds significantly to the total cost.

Originally, I paid approximately $1150. This provided the availability of an ebook as well as a hard copy version. In the past, self-publishing was considerably more expensive. Today a print run of 500 copies would exceed $10,000, I'm sure. The difference in cost is a windfall of the computer age, which has spawned a system called Print on Demand (POD). A copy of a POD book is printed only when one is ordered. And, because it is on file in a data base, it is easily reproduced and, technically, never out of print. An author can save even more should he be satisfied simply to have an ebook on the market. That would cost about $500. Until recently, it had not crossed my mind what would happen to the book if 1st Books went belly up. The firm's distributor is Ingram, one of the two largest in the USA. Perhaps it would remain safely in its data base. Besides, the book is listed at the Amazon, Barnes & Noble, and Borders Books sites, and their affiliates, so I assume it would remain available.

The quality of the product is exemplary, no different than over-sized paperbacks of big houses. Of course, the quality of content is up to the writer. I did my own proofreading and editing. Should you need an editor, you will have to find one on your own, and it will add significantly to the overall cost. I examined the galleys on three separate occasions. The first was on the house. The second and third required a $60 fee. 1st Books also provides a separate showcase page for each of its titles, and submits the url to search engines.

The most difficult part of the process is marketing. 1st Books will send you a book designed specifically for those who self publish. It will help a little, but don't expect miracles. For $300, 1st Books provides a publicity package. A press release is issued to 300+ publications and media outlets. I doubt this sold even one copy of my book. The firm is now offering an advanced package - at a price. I haven't looked into it.

At first I tried to market strictly online. I joined clubs, left messages on literary and Italian-American message boards, and took advantage of free ad sites. It did not lead to many sales, less than five, I'm sure, although it was fascinating to receive messages from across the country.

I then found sites that offer free web pages. I currently have six that are active. The trick is to lure visitors. One way to do this is to register with search engines. Another is to join literary web rings, which list the site of each member, provided each has the ring's banner on his page. Recently, I joined a site called clickthru, where cash points are earned and may be exchanged for targetted advertising. It increased my hits considerably, although I have no way of knowing if anyone actually looked at the content, let alone made a purchase. The visitors may simply have been trying to lure trips to their own sites. Most are trying to get rich. They're not dummies like me, who would be thrilled just to break even. By the way, make sure your site has a counter.

There will be pleasant suprises along the way. One day, fighting futility, I entered an independent bookstore in the neighborhood where much of the narrative takes place. Upon seeing the cover, which is up to each writer to suggest to the designer, the owner ordered five. She has sold three. Total strangers bought the book! It is most gratifying, as is seeing one's book on a shelf in a store.

I began participating in open mic readings run by an Italian-American organization, which led to a cable TV interview with a man whose passion is the recognition of the accomplishments of his brethren. I sold eight copies at an Italian-American book fair.

I had no idea that there were reviewers online willing to work in exchange for a copy of a book. So far I've received one rave, two goods, and one "disturbing and misogynistic." Desperate for exposure, I gave copies to literary organizations. Thus far, I've been unable to get the book into libraries. In New York City one has to request this through a central office. In other areas there are suggestion boxes. One can recruit friends and family to drop a line.

Have I been completely satisfied with the experience? Of course not. My biggest disappointment was the price of the book. At 1st Books, after postage, it runs about $15.50. At Amazon, Barnes & Noble and Borders, about $23. The Brooklyn bookstore charges $18.95 plus tax. First novels are always a tough sell. Those prices increase the handicap. I was embarassed by the cost, but there was nothing I could do about it. Many people who expressed an interest failed to follow through with a purchase. I couldn't blame them.

Reluctantly, I decided to purchase in bulk (30) and sell copies myself. Fortunately, I work on a large trading floor. I've sold 17 at $12 each, without pushing. 22 was my break even point, which I surpassed at the book fair. Most people had no idea I was a writer. Even many who did were blown away that I'd written a novel. Their reactions have been fascinating. Those who liked it were effusive. I assume those who have remained silent did not or were troubled by the subject matter. They didn't know I was a weirdo. The best advice I can give is to buy 100 copies. This will reduce your postage, which will enable you to earn a bigger profit.

Statements arrive quarterly, although there are other ways of tracking sales. 1st Books provides an author's page that details each purchase made through its site. Amazon has a sales ranking which is a bit vague. I was thrilled when I dipped below the million mark and remained there for a month. I assume the TV interview and the reviews moved a few copies. Barnes & Noble provided a sales ranking only for the first few months. Each site encourages review submission. Friends and family are not barred.

I receive a commission of $3.585 on each hard copy sold. I would receive $4.95 on the first $300 (the price of the publicity package) of electronic sales, $3.585 thereafter. I haven't sold any ebooks. Most people I know prefer the old-fashioned method of curling up with a book.

Will I ever recoup my entire investment, which has swelled to $1538 counting the copies I've purchased? It is doubtful. Will I self-publish again? I've decided I will not unless I break even. Of course, I always hope that a publisher will notice my work and ask to publish me. Will the presence of the self-published book aid in that? Only time will tell.

It's been a positive experience, although I've never lost sight of the fact that this has been a self-published, vanity effort. Yes, there is a stigma. Perhaps a more self-confident person wouldn't feel that.

So far I've recouped $340 of my investment. My current statement reflects bookstore sales through February 28th. I know of at least two more purchases, which still leaves me a long way from solvency. I don't miss the money, however. When measured against the course of a lifetime, it is a paltry sum. And I feel the experience itself has been compensation for what I've invested financially.
Finally, if you do decide to give it a try, would you be so kind as to write this in the upper right hand of your contract:
Vic Fortezza
Brooklyn, New York
It would mean a one hundred dollar bonus to me. Maybe someone might do the same for you. Thanks and good luck.
Update: As of 11/03, 128 copies sold. I have now invested $2071 and recouped $973. I understand that the process has become significantly cheaper. 1st Books is growing. They now have more than ten thousand books in print. They advertise in the NY Times. One can be a part of an ad for $1500. I chose not to do it, as I didn't think enough copies of my book would sell to cover the cost.
Recently, I met Mario Macaluso, who self-published My Mother: Memoir of a Sicilian Woman. He has sold 1000 copies with the help of Italian-American organizations. Clearly, a book targeted to a specific audience can work marvelously in print on demand.

1st Books
Web site that allows authors to self-publish their work online.