SELF-PUBLISHING TIPS 108 - Ten Questions to Ask a POD Self-Publisher (SP) Publisher

There is a book in each and every one of us. Not everyone though takes the plunge to see that book in print. Some do by pursuing the traditional route, others pursue independent publishing, and others pursue self-publishing through a self-publisher. If you stopped to read this article, you may or may not already know the difference. If you don’t, think of it in these terms. Traditional publishing involves a contract with a big, medium, or small publishing house. They do all the work with varying levels of marketing based on contract and book sales. An independent publisher (the author) takes responsibility for writing the book, getting the book printed, distributed, and marketed. A Print-On-Demand (POD) self-publisher or any vanity self-publishing house offers a variety of packages that you can purchase. They will print, distribute, and market the book at various levels for you. The SP’s will also offer a variety of additional products and services. These self-publishing houses offer packages that are extremely attractive. They make it so much easier for everyone who has that desire to birth that book contributing to the over 764,000 books that were self-published in 2009. If you are considering the POD self-publishing route, put these questions on your list of things to ask:

1. How much will they charge you to purchase your own book? Note: The production cost of the book is usually based upon page number and size.
2. How much will you receive (royalty) if the book is purchased on their website or through a retailer? Note: This will be based on the retail price and could include a specific discount for retailers.
3. Will they continue to charge you at the same price regardless of the number of copies you order? Note: The greater the number of books you order, the lower the price should be. Ask about the discount levels.
4. How much will you receive for the sale of your e-book through their website or through a retailer?
5. Is there a base price for pricing your e-book? Note: You may have $.99 in mind and they may $9.99.
6. Will your e-book be released in a variety of formats? Note not using technical dots: Kindle, Nook, Sony, any e-reader accessibility.
7. Can you use your own ISBN or is it mandatory that you use theirs? Note: The ISBN belongs to the company, not you. If you have your own imprint, or want to move your book in the future, consider your own ISBN that you own.
8. If you want to add your book to Inside Cover for either Amazon or Barnes and Noble, do you have to utilize their service or can you do it yourself? Note: You could do it for free.
9. What entails a custom cover? Note: It may not include front and back. Back may be an additional charge.
10. Is there an additional charge to insert images? Note: Some may charge by the photo.

My first book, Dreams Thrown Away, was published through a POD self-publisher in August 2009. It was one of the most exciting days in my life when the finished copy arrived. Whether you choose to go traditional, independent, or self-publish to experience that same excitement, be well armed with the right questions to make it an even happier experience.

SELF-PUBLISHING TIPS 107 - Discounting with Lightning Source

What is Lightning Source?  Lightning Source is a print-on-demand company that also offers traditional printing services.  It’s best known for its print-on-demand services with an affiliation with one of the largest distributors in the country, Ingram.  Lightning Source provides a fast efficient way of printing your books to order for you or your distributor.  If you are planning to self-publish, starting an independent publishing company, or seeking other printing options for a medium or large publishing company, you have probably already researched a variety of printers.  Lightning Source offers a printing solution for everyone, and that includes an option to set your discount.  During my research I came across a post by Pete Masterson, an established self-publishing expert.  I have asked his permission to share his insight on how to appropriately discount your book with Lightning Source.  As a new independent publisher, I found it very informative.  I hope you will, too.

Re: [Self-Publishing] variable discounts for POD books

You've answered your own question. LSI allows you to specify a single trade
discount that then applies to all who purchase books from LSI/Ingram. Indeed,
this corresponds with the FTC requirement that "like buyers be given like
prices"... while there are ways to categorize booksellers in ways that allow
"price discrimination" physical vs. online is not considered a reasonable point
upon which to base that discrimination.

The choice of a 55% discount with full return for credit privilege is necessary
for books that are likely to have significant (or any) demand from physical
bookstores. Of course, most physical bookstores do not order POD books in any
volume most of the time.

The strategy of setting a 20% wholesale discount through LSI assumes that the
book will not be sold through physical bookstores. Since online/electronic
booksellers do not stock inventory (ordering from LSI when they receive an
order) they can accept the short discount without difficulty. Do not expect to
see any significant retail discounts offered on books carrying the 20% wholesale
terms. (It is also not necessary to allow returns.)

So, the choice of the wholesale discount is really a matter of considering your
overall marketing strategy and choosing where you might wish to be selling your
books.

You have to ask (yourself), Will the book be attractive to a physical bookstore?
If so, what do I need to do to encourage booksellers to order the book? If you
find that retail bookstore sales are not sufficiently attractive, then you might
consider using the 20% wholesale discount, no return, approach.

Then there is the matter of the book price. If you plan to sell with a 55%
discount, (returns allowed), you may wish to set the list price a little higher,
since that will gain you more revenue -- and the online booksellers will surely
discount the retail price somewhat. (For example, my book has a $29.95 list
price ... but Amazon usually sells it at $19.97 ... a 34% discount from list
price.) It is distributed as an offset press printed book through a distributor.
Regardless of the retail price, I receive $13.48 per copy at the standard 55%
wholesale discount (regardless of what the retail vendor charges).

If I had set my book up as a 20% wholesale discount title, then I might have set
the list price at $19.95 ... then I'd receive $15.96 per copy (less print cost)
through LSI/Ingram. Amazon (and other online sellers) would be unlikely to
discount the book ... but the sales price would still be about the same.

So, it's not just a matter of picking between 55% and 20% ... you have to
analyze your complete marketing plan and consider who you're selling to and how
you're going to reach that audience. There is no single correct answer and every
choice has trade offs to consider.

For example, at the $13.48 per copy I currently receive, my unit cost of printed
books costs $3.48, so my gross margin is about $10 per copy with the 55%
wholesale discount model. However, due to the large size of my book, the LSI
print cost would be $7.06 per copy, so even though I receive $15.96 per copy
with the $19.95 price and 20% discount through LSI, I'm left with a gross margin
of only $8.90 per copy. (So I'd need to analyze my other distribution costs to
determine if I'd come out ahead with LSI/20% distribution vs. printing with a
"standard" 55% distribution model.

In the end, this is NOT a simple question and you need to do some thorough
analysis of your total costs per book, etc. to determine the "best" approach for
_your_ particular book.

Pete Masterson

Author of Book Design and Production: A Guide for Authors and Publishers

Visit Aeonix.com for helpful articles about self publishing.

Print-on-Demand Book Publishing: A New Approach To Printing And Marketing Books For Publishers And Self-Publishing Authors

 Book Publishing DIY : The Do It Yourself Guide to Print-on-Demand Self-Publishing (Second Edition)

POD for Profit: More on the NEW Business of Self Publishing, or How to Publish Your Books With Online Book Marketing and Print on Demand by Lightning Source