Let me start by saying I have not successfully carried out a coup here at MGC and taken over. Nor did I draw the short straw and get stuck with filling in for everyone. Brad did me a favor last week by switching days with me. That left me posting Sunday, his usual day, and yesterday, mine. This morning, knowing Sarah is on the homestretch of her novel, I offered to fill in for her. I blame the fact that I am in the last third of my final edits and that gives me brain mush. But, in a way, I’m glad because it lets me continue talking about about the DBW conference and some of the information coming out of it.
Once again, I want to thank The Passive Voice for pointing me in the direction of the post that is today’s inspiration. For those of you who are not currently following TPV, why not? All kidding aside, I highly recommend the site.
Ron Vitale attended the DBW conference and has blogged about the experience. I will admit up front that I don’t agree with everything Vitale has to say. That doesn’t mean he is wrong, just that my experience as an indie shows me different aspects or approaches to the subject. His comments are italicized.
The biggest take home message from Digital Book World Indie is so simple that I almost missed it while preparing for the next talk. When we as indie authors unite, we have strength. We are the sum of our individual skills.
I totally agree with this. There are very few of us who have all the skills necessary to put out a quality project. Sure, we are writers. Some better than others. Some of us are excellent self-editors and others, to be honest, suck at it. Some of us are also awesome artist or can do a beautiful job lettering a cover. However, those who can do it all are few and far between. So what are the rest of us to do? If you are like me and most of us here at MGC, you find other authors or artists who will trade services. Or you hire someone to do it for you. This is not a new idea. There are any number of loose, informal co-ops for indies out there. We do not have to work in a vacuum.
The second most important lesson I learned at DBW Indie is that traditional publishers, to quote Jane Friedman, “are kicking ass in marketing.”
Now, this is where the OP began to lose me. What? How are trad publishers “kicking ass” in marketing? The only real advantage I see with going the traditional route is that it can get you into bookstores — for a limited period of time. But, as we’ve discussed before, how much of an advantage is that really when more and more readers are going to online sites to buy their print books?
But, I’ll give the OP the benefit of the doubt and see why he believes this to be the case.
Not only are publishers creating apps such as Crave, but they are performing A/B tests with their advertising, targeting the appropriate readers with the ads as well as sending out thousands of ARCs in advance to build reviews online.
Wait, what? Publishers are creating apps and testing their marketing targeting and sending out ARCs?
First of all, as PG noted in his comments about the piece, just about anyone who wants to can create an app. So what is Crave and can it really help you, the reader?
I remembered vaguely reading something about Crave, but I didn’t remember the details. So I followed the link and, omg, all I could do was shake my head. In case you haven’t looked it up, Crave came out in 2015, iirc, and was built to keep the Twitter and Snapchat generation interested in a book. Here is a description of what Crave was meant to do:
As you scroll through an ebook on Crave, the app periodically breaks into the narrative to show you a text message conversation between two characters, a video of an actor portraying one of the characters doing an interview about the book’s events, a filmed moment (like the hero first looking up at the heroine) or even a reaction GIF.
But after around 1,000 words, you’re cut off. Crave slices each book into mini-chapters intended to take only three or four minutes to read, including multimedia. You can tune back in the next day for another bite-sized installment, generously salted with supplementary videos and text exchanges.
Now, I don’t know about you, but the last thing I want is for some idiotic text message to pop up in the middle of a scene I am reading — or a video or pretty much anything else. I sure as hell don’t want to be forced to stop after 1,000 words. Can you imagine how long it would take you to read a book that way? A 100k word book would take almost 1/3 of a year. Would you remember the beginning? Would you even care about finishing it? And yet this is supposedly one of the ways traditional publishing is winning the marketing war against indies.
The mind boggles.
As for the testing of advertising to see if it hits the right target market, hell’s bells, that is what advertising agencies have been doing since their inception. It is not new.
The sending of ARCs? Again, not new. Also not limited to traditional publishers. Indies do this as well. Indies also utilize social media, email, mailing lists, etc., to get the word out.
I’m not convinced traditional publishing wins the marketing war in any way except for getting books into bookstores and that is no longer nearly as important as it used to. Do you agree?
There is more and I’ll let you read it. The one thing the OP brings up that I will admit I have been thinking about again is diversifying my catalog beyond Amazon. For a long time, I had my books in every major online outlet. I followed the adage of not putting all my “eggs” in one basket. It made sense to make my work available on all platforms.
Then came the day when I realized I was actually losing money doing so. I wasn’t bringing in enough from the other sites to justify the time needed to put together different upload files, the time necessary to upload the files and build the product page on the different sites, the time necessary to check to make sure the other sites had the correct information on their sites, to check the sales pages, make sure I got paid on time, etc. Then Amazon started Kindle Unlimited and the monies for “borrows” went up dramatically.
There was also a change in technology. More and more people were reading their e-books on tablets and smartphones. That meant they were not tied to a single store like they were with dedicated e-book readers. Folks who had been buying solely from BN could not buy their books through Amazon and read them using the Kindle app. That was another thing that saw my sales on Amazon increasing. No longer was I getting folks asking when my books were going to come out on BN?
Now, however, more and more indies are taking part in the KU program. That is great in some ways but when you look at the bottom line, there is an impact. Just as there was after about a year of the old Kindle Lending Library. The monies being brought in are decreasing. I know this isn’t what is happening for some indies but a number of others I have spoken with are experiencing the same thing. So it is time to sit down and determine whether to remain solely with Amazon or to give up the monies coming in from Kindle Unlimited and expand my marketplace once again.
Any way, read the OP and let me know what you think. The one thing I agree with completely is the best way for indies to not only survive but to flourish is to share ideas and information. That is what we try to do here at MGC and each of you are a big part of that.