The awesome Mark Coker of Smashwords has delivered his predictions for 2015. They are actually quite grim reading for independent self-published authors. You can read his predictions BY CLICKING HERE
All always, Mark is on the money. He truly understands the rewards and pitfalls of self-publishing. For what it's worth I thought I'd add my thoughts!
Mark Says: 1. More authors will aspire to publish indie – In 2008 when I founded Smashwords, nearly all writers aspired to traditionally publish. Self-publishing was viewed as the option of last resort – the option for failed writers. Today the former stigma of self publishing is evaporating. Indie authorship has become a global cultural movement, as I described when I published the Indie Author Manifesto earlier this year. The indie author movement will grow stronger in 2015. Traditionally published authors will continue to transition to indie, led by midlist authors. We’ll also see more hybrid authors reorient their publishing strategy back in the direction of indieville.
I say: Yup, absolutely. A lot of people still believe that the road to self-publishing is paved with gold. Trust me, it isn't. We have now reached the stage where the vast majority of self-published writers make little or no money and that will get worse. It's going to take time for the wannabe writers to truly appreciate that stark fact.
Mark Says: 2. Indie authors will capture more ebook market share – The percentage of reader dollars going to indie ebooks will increase. The growth will be fueled by a continued increase in the number of indie-published ebooks, and by more indie authors adopting best practices to publish with greater pride and professionalism. In March I shared some of my longer term market share projections here and here.
I say: Maybe. But I believe that the traditional publishers will continue to tighten their grip on the major eBook outlets such as Kindle, Kobo and iBooks.
Mark Says: 3. Screen reading will increase, but at a slower rate – For readers of English language books, the early adopters of ebooks have adopted. I think reading will continue to transition from print to digital, yet the rate of growth will slow. One bright spot will be the continued growth in screen reading in developing countries aided by the ubiquity of smart phones.
I say: Yup, the boom is over. And happily a lot of people do still prefer hardbacks and paperbacks. Long may that continue. I'm not sure that people will read on smartphones - most of the people I see play games or are on social media. I see very few people actually reading on their phones. I wonder if there's a way writers can make use of Apps to get their work out there. I'm working on it.
Mark Says: 4. 2015 will be slow growth for most authors, indie and traditional alike – I blogged about this topic last month in my post titled, Ebook Publishing Gets More Difficult From Here. While some indies had a fabulous year in 2014 (look no further than the Smashwords bestseller list published in Publishers Weekly each month), most authors experienced a slower growth year - especially when compared against the go-go days of exponential growth from 2008 to 2012. The causes for this slow down include a new equilibrium between print and ebook formats; immortal ebooks published by publishers and indie authors alike that will never go out of print; the continued growth of self-published titles; and myriad low-cost and free non-book alternatives competing for slices of consumers’ time such as social media, Internet video and games.
I Say: Yup, absolutely. A lot of people now have several years worth of reading on their Kindles and iPads. I think they are going to start buying fewer books as a result. And there are now so many other ways that people can spend their time - I haven't watched any television since a PlayStation 4 arrived. I read, of course, but a growing number of people don't. It used to be that every time you got on a train or plane, most people would be buried in a book or magazine. Now it's maybe 5 per cent who are reading physical books, almost everyone else is staring at their tablet or phone. Yes, you see Kindles, but not that many. And the people on the smartphones and iPads aren't reading. This more than anything is why I think the future is bleak for young writers just starting out. Long term, it's a dying business. It just is.
Mark Says: 5. Indie authors face increased competition from traditional publishers – For the first years of the ebook revolution, large publishers all but ceded the $4.99 and lower ebook market to indie authors. Publishers tried to maintain higher prices, and indies – empowered with the ability to earn royalty rates of 60-80% list price - offered budget-conscious consumers high-quality books at low prices. The low prices, including the ultralow prices of FREE and .99, made it easier for readers to take a chance on unknown writers.
In the last year, large publishers, borrowing a page from the indie author playbook, have stepped up their price-cutting in the form of temporary promotions on titles from big-name authors. In 2015 we’ll see the temporary promotions from large publishers that were so common in 2014 give way to permanent lower prices on backlist titles from big names, and faster, more aggressive discounting on recently released titles.
This means indies will face increased competition in the sub $5.00 price points. In the past, you could identify indie titles on the bestseller lists by price alone. This is no longer the case. Large publishers will also make greater use of ultra-low prices.
I Say: This is the biggest danger facing self-published authors in the short term. The big publishing houses want to crush them and Amazon seems keen to help. It used to be that one of my self-published books would go straight into the Top 10 and stay there for a while. Those days are gone. Now I'm lucky to hit the Top 100 and I don't stay there long. Don't get me wrong, I still earn good money from my self-published books (almost £800 yesterday) but it's a lot less than I was earning during the gold rush days of 2011. The reason for this is the the established publishers are tightening their grip on the eBook bestseller lists, through promotions and price-cutting, and they will continue to do so.
6. Large publishers step up usage of FREE – Inspired by the success of indie series writers who’ve had enormous success pricing series starters at permafree, large publishers will start making increased use of this unconventional price point. Although few large publishers have made use of free as a promotional tool to date, this will begin to change in 2015. As retailers such as iBooks run more "First in a Series Free" promotions which heretofore have been dominated by indie authors, publishers will feel the pressure to jump in. As I write these predictions, iBooks is running a major multi-genre First in a Series Free promotion with nearly all the titles supplied by indie authors. Fifty nine Smashwords titles are featured!
I Say: Yes, for sure. The big publishers are now using all the tricks that self-published authors used to use, from social media to linking titles to free and cut-price promotions. They watched, they learned, and now they are on the attack. My publisher had me in many times to chat about the eBook market and I now see them doing pretty much everything I used to do in the promotion of their big-name writers.
7. FREE will lose more mojo – Since 2008 I’ve encouraged authors to utilize free as a price point to turbocharge downloads, build readership and reader trust, and drive readers to priced titles. Authors who followed this advice early on reaped the most benefit. However, free is losing some of its gusto as the market becomes flooded with free ebooks. At Smashwords, nearly 50,000 titles are priced at free.
In our 2014 Smashwords survey we found that free books at iBooks were downloaded with 39 times more frequency than books at a price, down from a multiplier of 91 in the prior 2013 survey. In 2015 I predict the multiplier will drop further. Despite the anticipated drop in effectiveness, free remains one of the most powerful merchandising tools for indie authors, especially when applied to series starters. This also means that authors who utilize free today will get much more mileage from it than authors who use it a year from now (hint: If you’re using free, make sure your free titles are upgraded with enhanced backmatter so they direct readers to your priced titles. See my blog post and video on this subject). If you haven’t experimented with free yet, now is the time.
I Say: Yes, definitely. There are now so many awful free books that the good ones can get swamped. The days of a self-published authors successfully promoting themselves with giveaways are almost gone. Instead we'll see the big name authors like Lee Child and Michael Connolly being given away to widen their readerships. And to be honest, that's a tough deal to turn down. The same goes for low pricing. If you can buy a Lee Child book for 99p or get a free Robert B Parker novel, why risk money on an unknown writer?
8. Many indies will quit in 2015 – Authorship is tough work. Discouraged by weak or slumping sales, many indie authors in 2015 will either give up on publishing or will decrease their production rates. With the rapid rise of anything – whether we’re talking tulips, dot com stocks or real estate – bubbles form when the market becomes too frothy, too optimistic, too euphoric, and too crowded. All markets are cyclical, so this boom-to-bust pattern, while painful for many, is healthy for the long term, especially for authors who stick it out.
Indie authors will be forced to take honest stock of their dreams, motivations and commitment. What drives you? Is it the joy of writing, or the necessity of putting food on the table, or both? Either reason is respectable, but if your family’s next meal is entirely dependent upon your book sales, you’re under extra pressure.
I Say: Yes, I absolutely agree. Unfortunately though, the writers will quit but their work will stay on line, hundreds of thousands of awful books that make it that much more difficult for quality to shine through. The ones that drop out will whine and moan about how unfair life is, but the simple fact is that they are quitting because no one will buy their books and that is because their books aren't good enough. You can read the bleating of one self-published writer who has given up BY CLICKING HERE. As Mark Coker always says, the first key to success is to write a great book. The problem is, most people aren't capable of writing a good book. Mark is right - being an author is bloody hard work and only the tough will make it through.
9. Time management will separate winners from losers – Raise your hand if you have too many hours in the day. I’d hazard to speculate that each and every one of us fails on time management to some degree each day. We only have so many minutes in a day, and only so many heartbeats in a lifetime. Are you optimizing your author time so you’re spending more time writing and less time on the nonessentials?
For example, if it takes you multiple hours to format your ebook, why not hire a low cost formatter for $40 or less? I’ll give you another example, and this one’s entirely self-serving but will resonate with many Smashwords authors - using a distributor. Smashwords is a distributor. Our job is to help you quickly deliver your book to multiple retailers, and then help you manage and control it with minimal effort. When an author works with Smashwords, in exchange for a small commission we earn on every sale, the author gains the time-saving benefits of a single upload, centralized metadata management, and consolidated sales reporting and tax reporting. I think this is why the vast majority of Smashwords authors choose to fully distribute with Smashwords rather than uploading direct to retailers. The time-saving advantages of managing your publishing with a distributor become even more pronounced once you’re managing multiple titles. No author’s career will fail because they gave 10% list to a distributor, but many authors will fail because they’re not focusing enough time on writing.
Another example. Many authors spend too much time on marketing and social media when they should be spending more time writing. Your best marketing is a book that sparks enthusiastic word of mouth, so focus on the book. If you enjoy social media, that's great, but try to make it your end-of-day brain break after you've completed your daily writing quota.
I Say: Yes, you can't argue with this. Writers need to write, that's what they do best. Everything that can be sub-contracted out, should be.
10. Amazon Will Use Kindle Unlimited to Pay Authors Less – Whether you love it or hate it, KU is already a massive disruptor in the world of ebook publishing. Many writers are claiming it caused their sales to plummet, while others say it has helped them reach new readers. You can check out my prior analysis of KU here and here, or check out David Streitfeld's recent story on KU in the New York Times.
KU will have broader impact in 2015. Unlike its ebook subscription competitors Oyster and Scribd which allow authors and publishers to set prices and receive retailer-level margins on qualifying reads (Smashwords authors earn 60% of their book’s list price), KU pays from a shared pool. Author/publisher compensation is based on a book’s prorated share of readership multiplied against the size of pool. If it sounds opaque, that's because it is. Amazon determines the size of each month’s pool and the value per qualified read after the month ends.
This wouldn’t be a problem if Amazon was a benevolent player, committed to paying their publishers 70% list. In November Amazon paid only $1.39 per qualified read, regardless of the book’s length or price. $1.39 works out great if your regular retail price is $.99 (a $.99 ebook sold at Amazon otherwise earns about 34 cents). Yet if your regular ebook price is $3.99 and you’re accustomed to earning almost 70% of that or $2.80, then KU means your effective royalty rate was cut by almost half in recent months to 35%.
Kindle Unlimited represents Amazon’s end-run around the Agency pricing model. With Agency, Amazon is obligated to pay publishers 70% of the list price set by publishers and cannot discount books. KDP has an “Agency-lite” equivalent model in which Amazon doesn't discount except in price matching situations. With KU, your book’s price becomes irrelevant to Amazon. It also gives Amazon the ability to pay you less than 70% list for each qualified read.
By providing KU preferential in-store merchandising, Amazon discourages customers from purchasing individual ebooks. Since Amazon has a critical mass of over 700,000 books in Kindle Unlimited, Amazon’s most voracious power readers already have nearly one million fewer reasons to purchase indie ebooks at full retail price. This means that for many budget-minded readers who love indie ebooks, your $2.99 and $3.99 ebook is now too expensive when they can read it (or similar books) for free as part of their subscription.
As I mentioned in my last post, Is Kindle Unlimited Devaluing Books, most of Kindle Unlimited’s catalog is supplied by indie authors enrolled in Amazon’s KDP Select. Without indie author support and participation in KDP Select, there’d be no Kindle Unlimited.
Will indies step up to the plate in 2015 and say no to KDP Select? Since most indie authors sell poorly, I fear many indies will hear KU’s siren song and decide that earning $1.39 or less is better than earning nothing, and this will then perpetuate a slippery slope that will jeopardize earnings for all authors at Amazon.
I Say: I have never seen the point of offering work to one retailer exclusivity. Best to be on as many platforms as possible. I earn good money from Smashwords and love dealing with them.
11. New VAT rules in Europe will put a damper on European ebook sales – Indie authors will suffer a drop in earnings from European ebook sales in 2015. The cause? New European Union VAT (Value Added Tax) rules. On January 1, 2015, new VAT rules go into effect in the European Union.
In the past, the VAT imposed on ebooks was based on the VAT rate for the country in which the retailer was based. To reduce the tax hit, retailers located their European headquarters in Luxembourg, where the VAT was only 3%. At Smashwords retailers, the price set by the author was always VAT-inclusive, which meant the author and retailer’s cut was calculated after the 3% VAT was deducted. At 3%, the rate was negligible and went unnoticed by most customers and authors.
Effective with the new EU rules that start January 1st, VAT is charged based on the customer's geographic location. Rates across the European Union will range from 15% to 26%. This means that effective January 1st, myriad tax rates will be applied to your ebooks sold at Smashwords retailers such as Apple iBooks, Barnes & Noble UK, Txtr, and Kobo.
Indie authors must now decide whether to raise their prices to pass the tax burden to readers, or hold the line on prices which means the author absorbs the tax hit. Either way, the author loses. The ebook retailers are harmed as well since the tax comes out of the purchase price before the retailer earns their 30% cut. As one retailer told me, “we’re all hit with the same stick here.” To help mitigate the pain, Smashwords is developing new pricing tools for authors. Stay tuned.
I Say: Yeah, the bloody EU unfortunately. As of today they will be taking up to 26 per cent of the price of a book, and I think that will hit authors most. I'll be bearing the cost of the VAT so effectively my earnings will at a stroke drop by almost 20 per cent. It's more than annoying, especially when one considers how that money is spent. Unfortunately there is nothing writers can do about this. You just have to bite the bullet. But it's another nail in the coffin of self-publishing. A writer selling just a few books will have the government taking 20 per cent off the top followed by taxing the writer on any profits they make. At least there are tax-free bands with income tax and small business owners can offset expenses against earnings. But that VAT hits everybody. It's the way of the world, unfortunately, the mega rich get richer and richer and the poor get taxed. Totally unfair, but then who said that life was fair. My solution - I'll write 20 per cent more in 2015 than I did in 2014.
12. Back to basics: The bestselling authors in 2015 win with best practices - The formula for bestseller success isn’t rocket science. Success is all about best practices. For every well-executed best practice implemented by the author, the author gains an incremental advantage in the marketplace. What are some of these best practices? 1. You must write a super-awesome “wow” book that takes the reader to an emotional, satisfying extreme (this applies to fiction and non-fiction). 2. Your books should be professionally edited and proofed 3. A great cover image makes your book more discoverable and more desirable to your target reader. Great cover images make an honest and visual promise to your target reader about the experience your book offers. 4. Give your book a fair price. 5. Release your book as a preorder. If you’re not doing preorders, you’re missing out on one of the most powerful merchandising tools today (click here to learn how preorders work). 6. Avoid exclusivity and distribute your book widely. 7. Write another book, rinse and repeat.
Although the best practices aren’t secrets any more (check out my Secrets to Ebook Publishing Success for a refresher on best practices – or watch my best practices video tutorial), most authors fall short on the best practices front. Some authors fall into the trap of searching for easy silver bullet shortcuts. There is no single silver bullet. You must do many things right and avoid pitfalls that undermine your opportunity.
I Say: Yeah, Mark has said this before and it's still true. Though I'm not convinced about pre-orders. I think people want a book there and then, and better to give it to them rather than say they can have it next month. But Mark says it works and I believe him. So your call!
Anyway, 2015 is going to be interesting, and not in a good way. And unfortunately I think it's going to get a lot worse, for self-published writers just starting out, and for mid-list authors who in the past have got by on small advances from the major publishers. I think we are going to see a lot of writers being cut loose by the publishers who no longer want loss-making authors on their payroll. Most of those authors will turn to self-publishing, which will be ironic as they were often the most critical of the self-publishing industry. Unfortunately if your books don't sell with a major publisher they probably won't sell when self-published. I see a lot of writers not being able to pay their mortgages over the next few years...