How to Create an Anthology: Step 10: Distribution
We're funded and edging our way up to the first stretch goal! Remember that just because we hit our goal, that doesn't mean we're finished. We can still get some extras by hitting a few of the stretch goals over the last few days of the Kickstarter. First up is bookmarks for everyone who pledges over $17 and a free ebook of "We Blazed" by David Farland for everyone who pledges over $7, and we're already well on our way to that stretch goal. So keep reminding your friends that there's still time to get on this Kickstarter before it ends!
In the meantime, here's the last post in the "How to Create an Anthology" blog series, about distribution. I hope you've enjoyed seeing how we put these anthologies together. Now on to the last push in the Kickstarter before we settle in to the first part of production!
This is the tenth of a series of blog posts that I intend to do in order to show how I create the anthologies for Zombies Need Brains, the small press that I founded in order to produce anthologies. It's basically a behind-the-scenes look at the process, which will be covered in multiple parts. Obviously, this is only how I produce an anthology and there may be other roads to follow in order to produce one. Keep that in mind.
At this point, you should have everything you need to send your book out into the world—a cover flat file, an interior print file, an ebook file, and a cover file (either taken from the cover flat, or designed specifically by your cover designer for the ebooks). All that’s left is the distribution.
There are many different options and outlets for distribution. Some of them allow you to distribute to many places through one portal, such as IngramSpark. Some of them let you distribute to selected places through one portal, such as CreateSpace. Most who have multiple outlets let you pick and choose where you want the anthology to be available. And then, of course, you can choose to go directly through particular places with your own account at each one, such as Kindle, Nook, Kobo, Barnes & Noble, etc. Lastly, perhaps you just want to get a set number of copies of the book printed by an offset printer and then store them and sell them yourself, either by hand or through an online store.
There are advantages and disadvantages to every option, so you really need to sit down and do the research for each one, perhaps create a spreadsheet so you can compare them all, and then you can focus on what you want for your books. Each place will have a different royalty rate, perhaps even two options for royalties at one location. For example, CreateSpace has multiple royalty options, where you trade a lower royalty rate in order to get better advertising or a larger distribution network. If you’re going to do your own advertising, then you can pick a higher royalty rate. Each usually has other options that may get your book in their newsletter, or allow your book to have a fire-sale at a low rate for a specified period of time, or allow you to make the price of your book whatever you want. (Kindle requires that your book be within a certain price range, for example, unless you give up some royalties to make it lower). All of these options at the various places are changing constantly, so you need to look into it yourself.
As you can see, it’s already gotten complicated. But the real issue is how much of the marketing for your book you’re going to do yourself, and how much you want your distributor to market it for you. How much marketing you want someone else to do depends on how wide an audience you think you can reach with your book and name alone. Someone like Seanan McGuire has a large fan base already, so she probably doesn’t need the marketing machine to get her fans to notice a book she puts out herself. My own fan base isn’t quite that large, so I may want to invest in a smaller royalty rate from the distributor in order for the distributor to help me reach people I wouldn’t be able to reach myself. It’s all a balancing act—how much of the royalties are you willing to give up in order to sell more copies of the book? Keeping all the royalties means you may sell X books, making $Y amount of money. But maybe if you give up some of the royalties you’ll sell A books (A>X), and make $B amount of money. Is B higher than Y? In some situations it will be, which means accepting a lower royalty actually increases the money you make. The REAL problem is that there’s no way to tell whether B will be higher than Y ahead of time. Absolutely no way. Because no one can predict marketing. Advertising your brains out doesn’t guarantee that you’ll make more sales. This is the most frustrating part of the business: you will never know how effective your marketing is. Even if you sell really well, you can’t pinpoint what it was that you did that made the book sell well. It just did. For some reason. None of it quantifiable.
In any case, you need to choose: distribute yourself (offset printing, ebook sales online), distribute through one agency that distribute to multiple places (IngramSpark, CreateSpace, etc.), or distribute by setting up your own account at multiple places (Kindle, Nook, B&N, CreateSpace, etc.). Distributing the books yourself means all of the work is put on your—for marketing and sales—but you’re probably going to get a much larger cut of the profits. Distributing through someone like IngramSpark, CreateSpace, etc.) allows you a wider audience reach immediately, but they’re going to take a larger cut of the profits, especially if you select the option where they do more marketing for you. But you’re getting a single check each month from one source. The last option, where you set up accounts at multiple places, usually gives you a higher cut of the profits (not as high as distributing yourself, though), but now you’re dealing with multiple checks every month from multiple sources, so it’s a little more complicated to keep track of the finances for tax purposes and such.
Zombies Need Brains does a mix of two of the options. It has accounts set up at various places so that it gets a check directly from those distributors, such as Kindle, Nook, Kobo, etc. The rest of the ebook options are handled by a single distributor, where I can select which places get to sell the ebook and which don’t. And the print versions are run through CreateSpace with a fairly wide distribution network, but not as wide as it could be. I was trying to balance the marketing a distribution options, while mitigating the amount of work I’d have to do in terms of bookkeeping.
And that’s how ZNB produces their anthologies. I didn’t cover absolutely everything. There are a few other things I could have talked about—such as advertising, marketing, etc.—but this gives everyone who might be interested in producing an anthology at least a rough framework for how it’s done. Again, you may need to alter and change and personalize this so that it works best for you. I hope you’ve learned something from this blog series! Thanks for reading!