The Changing Face of Selling Books

As recently as a few decades ago, how a book was sold operated very differently to today’s book retail environment. Books were predominantly sold through bricks and mortar bookstores. The publisher’s sales reps visited a bookshop with a list of their upcoming new titles. Stock would be ordered by the owner/manager and that stock would be delivered once the book was released.

The bookshop would usually ‘purchase’ books on a ‘sale or return’ basis — meaning that if the books hadn’t sold within a certain period (often up to 12 months from date of release), they could simply return the books to the publisher at no cost to themselves. After that period, books would move to ‘firm sale’ and the bookseller would have to purchase stock with no option of returning it.

As a result, the success of a book was largely dependent on how many copies sold in that first release period. If people kept coming into the bookshop and buying a title, then the bookseller would keep ordering it — and would continue to do so even when the book had moved onto firm sale terms.

If people didn’t keep buying it, then it would over time vanish from the shelves. After all, more books are published every month and there’s a limit to how many books a bookshop can stock at any one time.

While bookshops (in Australia, at least) still operate on a sale or return system, pretty much everything else has shifted.

Now, sadly, bricks and mortar bookshops are dwindling … fast. Recently, it was announced that the number of independent bookshops in Britain has dropped below 1000 (a third fewer than nine years ago), and that same trend is evident everywhere.

Online retailers have changed the face of book sales. With huge warehouses at their disposal, and quick delivery arrangements in place with the major publishers, they can ‘hold’ far more stock than a traditional bookshop ever could. As consumers, we have become used to scrolling through vast catalogues of titles and making our purchases with a simple click of the mouse.

Word of mouth doesn’t operate the way it used to either. Blogs and other websites and online communities mean that ‘word of mouth’ now spans continents instantly. Sales of a book can be languishing one minute and then soaring the next — simply because the title has gone viral on social media.

And what does that mean for booklovers? Well, for consumers it means that more books are available to us than ever before and, in some cases, for longer than ever before. For publishers, it’s a rapidly evolving world with new rules that will continue to cause shake-ups across the industry (and I haven’t even mentioned self-publishing or ebooks here!).

But then, as Heraclitus said, ‘The only thing that is constant is change.’

This article first appeared as my Publisher's Insider column for Kids' Book Review.

Coping with Rejection

Recently, I’ve had a couple of authors express the following sentiment to me: ‘I wish publishers would say why they’re rejecting a manuscript. It’s so disheartening to either hear nothing, or just have your manuscript returned with a bland, “You’ve been unsuccessful” note.’ So I thought I should perhaps address this in a column!

Firstly, it’s important to realise that publishers (the big ones in particular) simply don’t have time to write a personal note to accompany every rejected manuscript, as they receive thousands of manuscripts to assess. Small publishers, who receive correspondingly fewer manuscripts, may sometimes reply with a word or two of guidance, but that’s very rare and can’t be relied on.

Secondly, the reason a manuscript is rejected may not always be dependent on the quality of the manuscript itself. The aspiring author may have submitted a well-written, beautifully crafted manuscript that is for the relevant age group, meets the submission guidelines, and which several in the acquisition team actually enjoyed reading — and it may still be rejected because:

• The publisher already has several books very like it — kids playing in mud; fairies getting up to mischief; babies annoying their siblings — on their publishing program.
• The last two books on that subject matter/in that genre/with mutant zombies as the main characters crashed and burned, so Sales and Marketing don’t want to take a chance on another.
• The Associate Publisher responsible for the list has a personal dislike of books dealing with red balloons or death or trips to Paris. (Never forget that just as you may love a book that someone else simply doesn’t get, publishers have these very human responses too!)

Yes, my examples above might be slightly tongue-in-cheek, but I hope they illustrate that publishing is — and will always be — a subjective ‘business’. Books transport the reader to another world; they invite the reader to wrap themselves in a blanket of words created by someone else’s imagination. Sometimes those words will resonate and sometimes they won’t.

So please don’t take rejection personally. Don’t let it ruin your dream to be published. Don’t let it take away the pride and happiness you should feel at having created a manuscript in the first place. All it means is that your story hasn’t found the right home … yet. 

This article first appeared as my Publisher's Insider column for Kids' Book Review.

The Perfect Author

I need to begin by saying that there is no such thing as the ‘perfect’ author, in just the same way as there is no perfect publisher, no perfect editor, no perfect designer — we’re all human, after all.

However, in over 20 years of publishing, I can say there are certain traits that all the very best authors seem to have in common. And these apply whether they are writing a children’s picture book aimed at 5 to 8 year olds, a self-help book aimed at adults, or a cookbook intended to tantalise the family’s tastebuds. I call them ‘the Three Cs’.

1. Curiosity. Good authors are relentlessly curious … about everything! They’re constantly exploring the world, researching new subjects, and asking questions. I always feel a sense of joy when a first-time author bombards me with questions about the publishing process — it’s usually a sign that they’ll be great to work with. Conversely, silent apathy inspires fear.

2. Commitment. Writing a manuscript is hard. It’s often a long, drawn-out process that tests even the most committed writers. So I guess it’s understandable that some authors seem to switch off the second their manuscript is delivered, believing it now to be the publisher’s responsibility.

Nothing could be further from the truth, however. It’s vital that authors remain actively involved for every single step of the production process — right through to the sales and marketing of their title once it’s published.

For those authors who choose to self-publish, their commitment needs to be even greater as they will need to be on top of every aspect of publication if they’re to be successful.

3. Confidence. This has nothing to do with whether an author is shy or an extrovert and everything to do with whether or not they have a deep, unshakeable belief in the quality of their work and its worthiness to be published. They need to truly believe it has something to offer the reader that will enrich their life in some way — even if that’s just with a good belly laugh!

The life of an author is often one of rejection — manuscripts get knocked back far more often than they get accepted — so it’s that confidence that will keep them contacting publishers and putting themselves out there. It’s also what will keep their book selling once the initial media attention has passed and booksellers have moved on to the next thousand new releases.

There you have it: my Three Cs for a Perfect Author! Something to aim for, at least …


This article first appeared as one of my Publisher's Insider columns for the Kids' Book Review monthly newsletter. Kids' Book Review is a wonderful resource for anyone interested in children's literature, so if you haven't already, please visit the website!

Speechless about the Walkley Awards!

Exciting news this morning is that Speechless: A Year in My Father's Business has been shortlisted for the 2013 Walkley Book Award!

I edited this book for Melbourne University Publishing last year. It was on a tight deadline, but James Button is a great writer and was wonderful to work with. I'm so pleased to see the book nominated for an award that recognises 'excellence in Australian non-fiction literature and long-form journalism'; it's a very worthy nominee.

The winner will be announced on 28 November — I'll be keeping my fingers crossed.

Brumby Book Signing

This morning I had the pleasure of attending a book signing for a title that's definitely one of my favourites for the year. Brumby: A Celebration of Australia's Wild Horses was over a year in the making, but the end result is truly stunning.

I first came up with the idea for this book when I visited the Hunter Valley Brumby Association sanctuary. Founder Kathryn Massey works tirelessly, together with a team of volunteers, to rescue Brumbies that would otherwise be culled, then care for them and handle them until they are ready to be re-homed to their 'forever' owners. I thought it would be wonderful if we could put together a book that gave a brief history of the Brumby and then featured stories of people who have either experienced encounters with these magnificent animals in the wild or who have been lucky enough to adopt one. 

Kath jumped at the idea and together with co-author Mae Lee Sun, editor of the online Wild Horse Journal,  set about collecting the stories and images. It was a long and often difficult process, but I think both authors realised that all the hard work had well and truly paid off when they saw the finished book a couple of weeks ago! And today, Kath got to see the wonderfully positive response of others to the book at her first book signing.

This book has been a labour of love from start to finish and proceeds from the sale of the book go towards saving the Brumbies. It's the kind of project I love to be involved in!

Brumby is published by Exisle Publishing and is available in bookstores and online from September 2013.

Books Glorious Books!

I love books. I can't remember a time when I didn't love books. So it's probably not a big surprise that my professional life has taken me down the path of … working on books.

Some of my earliest memories are of sitting snuggled up to my mother as she read to me. Now, I get to do that with my own daughter and it's often one of the highlights of my day. The joy that I feel as she engages with the words, delights in the pictures, and lives what we're reading is pure magic. I would love to write, to create a book of my own that would give that joy to others, but while that may yet happen, for now I content myself with shaping other people's words.

My role as a publishing consultant, editor and proofreader is a privileged one. I am entrusted with the result of hours, days, weeks and sometimes years of creative struggle on the part of the author. And it is my responsibility to make that manuscript the best it can be. At every stage, I need to be mindful of the author — after all, it's a very vulnerable position to be in when someone is editing your work; your creation is being tampered with by another and the last thing anyone wants is to end up with a Franken-book! 

A lovely part of the process is that sometimes authors end up as friends. Collaborating so closely with someone over a period of weeks or months can often provide an insight into their world, and it's not unusual for common interests — beyond writing and books — to emerge.

Working with books is also a phenomenal tool for developing general knowledge. I am in high demand for trivia nights and quizzes as, while I may not know a lot about many things, I know something about most!

Books, whether printed or ebook, have brought so much to my life. Whether working on a manuscript or reading for pleasure, there is nothing better than becoming immersed in the world of words …