| Authors who are traditionally published have an | | | | market your book directly to stores outside of your |
| advantage in that the publisher already has | | | | area. Bookstores in the neighboring state are not |
| connections with book distributors to get books into | | | | likely even to know about your book if you don't tell |
| stores. | | | | them, and even nearby bookstores may not be able |
| Self-published authors, however, will wonder whether | | | | to, or may not want to, work with you as an |
| it is worthwhile to partner with a book distributor. | | | | individual. |
| While there are costs involved that can bite into your | | | | Certain corporate bookstores such as Barnes & |
| take home income from book sales by reducing your | | | | Noble require that all their stores order only through a |
| profit per book, ultimately the result can be more | | | | book distributor rather than dealing with individual |
| books sold. | | | | authors. Other stores may just prefer to order only |
| As self-published authors, we often hear that the | | | | from a distributor because it's easier to pay one |
| advantage is we get to keep all the profit, rather | | | | vendor than keep track of invoices for fifty individual |
| than just a small percentage, such as a royalty of | | | | authors. If you want your book in a major bookstore |
| 5-10% with a traditional publisher. But what does | | | | chain, you'll need a distributor. |
| "keep all the profit" really mean? | | | | Will book distributors market your book to these |
| Let's say you paid $7.00 to print your book and have | | | | stores? No, they won't individually talk to each store |
| it shipped to you, and you're going to sell it for | | | | about your book, but they regularly produce catalogs |
| $20.00 plus your state's sales tax. Had that book | | | | that will have your book listed. These catalogs go to |
| been traditionally published and you got a 10% | | | | thousands of bookstores across the country, and |
| royalty, you'd have made $2.00 a copy (remember | | | | while your book is competing with the hundreds of |
| you didn't have any printing costs). | | | | other books in the catalog, or at least the few dozen |
| If you sell your self-published book directly to a | | | | in the same category as yours, your book is more |
| customer, you get to keep all $20.00, a profit of | | | | likely to be seen by more decision makers in more |
| $13.00 per book. | | | | bookstores than you could have done on your own. |
| By contrast, if you sell through a bookstore, gift | | | | Furthermore, bookstores are often leery of |
| shop, or other outlet, you have to give the | | | | self-published authors because they think |
| bookstore a percentage, typically 40%, although it | | | | self-published authors may not know industry basics |
| can vary by store. At 40%, that means you receive | | | | such as the need for an ISBN number. A book |
| back $12.00. That's still a $5 profit and nearly a double | | | | distributor will not promote a book that doesn't meet |
| return on your investment. | | | | industry standards so being in a distributor catalog |
| A book distributor is going to want a bigger | | | | lets bookstores know your book looks "professional." |
| percentage because it will resell your book to a | | | | Your book is still one of hundreds in the catalog, but |
| bookstore that will want 40%. Typically, book | | | | sometimes distributors have special catalogs, such as |
| distributors want somewhere around 55%, giving | | | | a regional catalog that will market your book to its |
| them a 15% profit. That means you would receive | | | | target regional audience. You can also take out ads in |
| $9.00 for your book, leaving you with only a profit of | | | | the catalogs. Ads can cost anywhere from about $50 |
| $2.00 (10% like your royalty might have been). | | | | to a few hundred dollars, but if you get enough |
| On top of that, the distributor will order books from | | | | orders, the ad will pay for itself. |
| you that you have to pay to ship, and if the books | | | | If you're still unsure whether you should work with a |
| do not sell, the books will be returned to | | | | book distributor, give it a try. Contracts are generally |
| you-frequently with bent or worn covers that make | | | | only for a year or two and most distributors will be |
| it difficult for you to resell them independently. In | | | | willing to negotiate the contract somewhat. |
| other words, you could end up with books that aren't | | | | The major distributors to choose from are Partners, |
| sellable and no money from your efforts. | | | | Ingram, and Baker & Taylor, but smaller |
| So why work with a book distributor? | | | | distributors exist that handle only specific regions or |
| Because a book distributor can get your book into | | | | specialize in distributing specific types of books. Do a |
| multiple stores across the country. An author can | | | | little research online and talk to your local bookstores |
| only do so much on his or her own. You can easily | | | | to find out which distributors they use and what they |
| deliver books in person to stores in your area, maybe | | | | would recommend. |
| even in your state, but the costs of gas, postage, | | | | Hopefully, your book will soon be in many more |
| and your time quickly make it impractical to try to | | | | stores. |