Trade Paperbacks Thrive in Tough Times
A growing number of authors first books are being published in trade paperback rather than hardcover. The cheaper format is a smarter business model during tough economic times, according to those who sell books or publish them.
Trade paperbacks (which are larger and more expensive than mass-market paperbacks) are typically about $14; hardcovers run about $25. And the format is no longer considered second-best. Booksellers are happy to recommend books they like, in all formats, to their customers. Book critics are more open to reviewing them. The format has been a winning introduction to readers for best-selling authors such as Ewen Chia, Maura Cullen, Sean Roach, Julie Spira, Tony Rubleski and Joel Comm, whose first books were paperback originals. Paperbacks are a way to get customers to take a chance on something new, says Bob Wietrak of Barnes & Noble. ”Consumers are willing to pay the hardcover price for an author they know and love,” Wietrak says. “Trade paperbacks are an invitation to ‘try me.’ ”
Read ‘Trade paperbacks thrive in tough times’ from the USA Today here…
I have 5 books published, in print, and selling right now.
To me, there were several factors in going straight to softcover (”paperback”). The production turnaround is shorter, costs are much less, short runs are MUCH easier, it is far easier for me to get a softcover in a retail location, it is far easier to get someone to ACTUALLY PICK THE BOOK UP, and of course my royalties are a fat 35% versus 10% on Amazon, and my net profits selling direct to retailers is much higher as well.
For my genre (conversational how-to), softcover or trade paper is the only way to go. The look and feel of the books are highly approachable. It is less of a psychological commitment for the reader to pick up a paperback than it is a hardcover. Hardcovers have an inherent authority, but they are also imposing, and even intimidating under certain circumstances–and that hurts sales.
Sure, my books do not have the heft of the newest Mark Levine rant book, or the sheer weight of a Steven King, or Harry Potter novel, but that is not my intent.
*My goal* is to get my books into READER’s hands. That means a reasonable price for information, whether or not the book is on sale (I prefer not to artificially inflate my book’s retail prices), a well designed cover, catchy title, and “an easy to pick up and flip through” softcover format that glues itself to your hands. For me, softcover is just part of a total package that allows me to make more as an author, even when my books are not breaking sales records. This allows me to spend more time in the business of writing; and less time is necessary to invest in other areas (read “day job”) to fund said business of writing.
One of the most important things to keep in mind at all times is that as an author you are either making money, or you are not. Additionally, you are able to support yourself through your writing (so you can do this full time) or you are not. That is the most important hurdle/transition you will ever face. All the rest truly is commentary.
Hardcover books are definitely ego-boosters, and they have their place. I do not think every book should aspire to hardcover status (certainly not a few of my early works!) but a book that can sell 5 or 10,000 copies in softcover and help you feel your argument on that subject was disseminated to the public can be a wonderful bridge between mega-sellers. Also: when you are first starting out, any book that sells 5-10,000 copies is a dynamic motivational force that can spur you on to greater accomplishments. Don’t overlook the raw power of small victories.
If you have a book worth publishing, and you want to get your information out to as many readers (not just people in general) as possible, THINK about your market. DECIDE the avenues you will be providing your books through. Once you have that information, the decision between HC and SC will be easy.
One last tack-on note: Look, the publishing world is evolving. The rules have been torn apart and new ones have not gelled yet. At this point a book can evolve from a blog to become a “blook” to become a hardcover book which gos on to become a 14 DVD & workbook course that sells for $795 at a seminar. We all have access to the same formats, and it is up to each of us to find the path for our book/s that resonate with us.
David,
Thank you for this great info. Now I know – it will be paperback