So ... Self-Publishing is the New Black?

Sandra here.

Who doesn't see much point of getting into topics just to stir debate. Not afraid of conflict. I just don't see the point of adding another voice to what is destined to become an overcrowded, noisy room.

Okay. So, Thomas Nelson is starting a new self-publishing line. That's interesting. A sign of the times, perhaps. Something to watch and a new topic to discuss at writing conferences, debate on blogs, squawk about with retailers. We'll see. I have my opinions about it, but frankly, it's not my business. Literally. It's not my decision to make. Last time I checked, I didn't own Thomas Nelson.

I respect Michael Hyatt and the other fine folks at Thomas Nelson. And I'm positive they (and their shareholders and/or corporate suits) all put much thought and consideration into this decision. My guess is that they're expecting flack and have steeled themselves (and have pre-written press releases waiting) in preparation for it.

However. Ahem ... pitching this new venture as a "farm team" to authors? Excuse me?

That is a giant, sticky, wad of hooey, man.

Look. I know the lines between what once worked and what will work in the future are blurring and that we all need to do what we can to A) keep publishing viable and relevant and B) figure out a way to keep the pipeline of books strong so we can keep spreading the word and doing what we love. 

Call me cynical, but I'm thinking the motivation behind this decision might have something to do with the fact that opportunities to profit from books are growing slimmer by the second. Or is that just coincidence?

Thing is, there really is nothing new under the sun.

Back in the late eighties when I worked in the marketing department of a major CBA publisher, it was standard fare to gasp when authors held out for larger advances or asked that the publisher spend a few dollars on advertising, tours, publicity. "Greedy authors. Don't they understand Christian publishing is a ministry?"

Then the wall fell. Big hair started giving way to grunge. And agents began coming onto the Christian publishing scene (another gasp).  Soon after, the veil of ministry this and other Christian publishers were hiding behind was pulled away and Christian authors were suddenly encouraged to get over it and begin thinking of writing as a business. Hmmm...

At its core, publishing is a business whose end product happens to be the packaging of free expression and creative thought.

It is a capitalistic, money making venture. With some exceptions (Gideon comes to mind) it always has been. Still is. And there's nothing wrong with that.

Thomas Nelson's attempt to legitimize their venture into self-publishing by pitching it as place for them to cultivate and find professional authors is, at best, a stretch. Do they really need to start their own self-publishing venture to do this when there are others who this exact thing already, and do it well?  Go ahead and do it -- just call it what it is.

I don't follow baseball, but (and someone correct me if I'm wrong) aren't farm teams peopled by amateurs looking to work their way up the ranks to the pros? And aren't they typically supported (at least minimally) by the parent clubs or ticket sales? I'll admit I'm not exactly sure how farm teams pay for the gas to get from game to game, but I'm pretty sure it doesn't come out of the pockets of players. And are they expected to invest their own money in order to dress just like the big boys so fans and spectators can't tell the difference? I don't think so.

Seems to me that calling this self-publishing venture a "farm team" is an attempt to hide behind a curtain again, and mask the reality that this is a business venture and a way to mitigate risk. Trouble with that is those of us who have been around awhile can see that there's money behind that curtain.

Not that there's anything wrong with that.

Sandra

Comments

[Todd Rutherford]

The sad thing is that this Thomas Nelson venture is nothing but a Vanity Publisher. True self-publishing would involve the author putting up the money for editing, design, printing, and marketing while keeping 100% of the profit. Thomas Nelson will be making the majority of their money on purchases from authors of their own book. Many Christian authors will be deceived into signing up for this because "maybe they will get recognized by Thomas Nelson and given a real publishing deal". Authors who want to self-publish should avoid Vanity Publishers like the plague. There are legitimate author service providers that will help author self-publish correctly if that is their desire.

[Jim MacKrell]

Sandra, what a well thought out blog and what a good take on today's publishing industry. Self Publishing isn't necessarily a bad or a good thing but a way for some authors to bring their work to market to let it find its audience. We do not castigate Independent Movies or movie makers..and yes some independent movies like self publishing books like "the Shack" hit home runs..but no where do independent movies makers think they are playing in the minors...you are right to call Thomas Nelson on their hypocrisy. It fits the same banal attempt to obscure the agenda that "ministry" used to do as you so succinctly pointed out.

[Marla Taviano]

Wow, Sandra. You hit this one outta the park. Brilliant.

[Donna Frank]

Totally agree with Sandra; the whole 'farm team' analogy seems like a nicely-wrapped pile of steaming dung.

I'm very much a for-profit kind of gal so I'm never offended when people want to make money, but I expect them to call a spade a spade.

I'm a little disappointed by the fact that Michael Hyatt pitched it as a viable option for writers. He has the potential to influence the future of a lot people; I hope he chooses to steward that platform well.

Love this blog! Thanks for facing this head on.

[Kaye Dacus]

It's interesting to me how much scrutiny Thomas Nelson is getting on this, when LifeWay/B&H did the same thing VERY quietly a couple of months ago: http://www.crossbooks.com

Even though the site doesn't mention B&H or LifeWay, the B&H FAQ page links to this as an alternative to submitting directly to B&H.

[Michael Hyatt]

In all the chatter today (most of it positive, by the way), I am amazed at how many people claim to be able to discern my motives.

I don't think that I “hid behind a curtain.” I was clear that we see this as a growth opportunity. And, yes, though you may disagree with it, I see it as a way to discover new writers without us having to assume all the risk (which is what the current model requires).

We will see if these books are gaining traction because we will have the sales data. We will also see who has a platform and who doesn't—and whether or not that translates into sales. This minimizes our risk and provides a service at least some authors want.

For another point of view on self-publishing, read Carol Hoenig’s excellent article on the Huffington post: http://www.huffingtonpost.com/carol-hoenig/whats-an-unpublished-writ_b_201219.html

I am NOT arguing that self-publishing is right for everyone, but isn't that for the authors themselves to decide?

[Gina Holmes]

Great post, Sandra (love the title!) I think Mike Hyatt is a brilliant guy and I used to dream of being a TN author when it was Westbow, but this decision made me cringe, quite honestly. I know I don't have all the facts or sign their checks but good grief the market is already so saturated with bad books. Every season there are amazing books that get buried in an avalanche of mediocrity and another vanity publisher isn't exactly the solution.

Most of the reading public doesn't know the difference between a self-published book or a traditional. There are SOME good self-published, but these are not the norm. Maybe people will get so disgusted with buying vanity quality books that look pretty but read amateur that they'll give up books all together. I'd love to educate the consumers about the difference and why they should be looking at the imprint, not just the cover and back copy.

It used to be when someone said they were a TN author, I knew they had to be good. Now, my first question will be from which division? I wonder if being a TN author will hold the same elite status it once did.

I guess business is business, but sometimes the business end of art makes me sad.

[Chip MacGregor]

I'm sure you're receiving all kinds of feedback from many fronts on this, Michael, and I'm pleased to see that you took the time to read and reply to my post on it. I agree that authors should have options. And I am NOT arguing against self-publishing as a viable and beneficial option for some. I've referred my share of nonfiction authors that way in the past couple of years and am working with a couple now who I may end up sending that direction, frankly.

I tried to make it clear in the first couple paragraphs of my post that it's not my place to second guess TN's decision for doing this. Business is business, and the old-guard landscape of publishing is changing. Being flexible and responsive is the only way any business stays alive.

I simply struggled with your farm team description and my perception that Westbow is being presented as a sort of training ground for authors.

I still think an author's willingness to invest themselves in craft, practice, skill, and yes, developing platform, is the real training ground. And those things take time and sweat and grit and faith.

Thomas Nelson is such a heavy hitter in CBA, Michael, your having pitched Westbow as the farm team simply made me nervous for the folks who don't have the experience - or sense - to know that paying to "get published" may not be the home run they think it is.

I need to invest some time in figuring out what the guidelines and standards are for Westbow before I say another word about it. I'm hoping I'll find out that I swung for the fence here when I should have bunted.

Sandra

[Michael Hyatt]

Sandra, thank you. I honestly do appreciate the dialog. Iron sharpens iron.

I hope that WestBow Press can be a cut above—a place where authors can go, knowing that they will be treated fairly and honorably.

Time will tell about whether or not it proves to be a farm league and we actually pick up some of these authors. As they say, “the proof is in the pudding.”

[Tamera Lynn Kraft]

Thanks, Sandra, for articulating my thoughts so well.

[kyle watson]

The minor league in baseball has been around a long time. Its a big deal in many towns. We have the new Gwinnett Braves in a new stadium. Not every player gets a call to the big show but they have a chance to get noticed. And then some get the call and make it on the major league roster. Others become starters. A few make it to the Hall of Fame. But they all started out on a farm team.

This is the wave of the future in publishing.

[BookWhirl.com]

I appreciate the thoughts Sandra. I have to agree on you with your opinion regarding the concept of ASI and Nelson. Hope your post will be read by a lot of authors. Thank you for sharing this enlightening discussion.

[www.facebook.com/profile.php?id=1195150845]

"There's no such thing as a perfect analogy," and Westbow Press=farm team proves it. If we're sticking with an athletic theme, the concept of a walk-on player makes more sense, but not everybody would get the picture. Maybe American Idol, first-round works--you pay to get there, compete with lots of other people, and if the judges like you and think people will vote for you (buy your book) you're in and they'll pay for you to keep competing.

Stimulating debate, Sandra, and I appreciate Mr. Hyatt chiming in.

[Bill Jackson]

Bingo. Pure profiteering is what's behind this, not some noble way to discover hidden talent. A vanity press is a vanity press no matter how much you dress it up in fancy clothes. Thanks for your blog post.

[Ann Hardy]

I've lost a lot of respect for Thomas Nelson with this greedy move. Sigh.

[sally apokedak]

I don't care if Thomas Nelson wants to offer self-publishing packages to writers. What I found interesting about the deal was the associate thingy. Who are these associates?

Sandra, you say you have sent nonfic folks the self-publishing route. Do you then get a kickback from the publisher they use to edit, design, and print their books?

I looked on the new Westbow site to see if I could find info on the associates but I found nothing.

I'm not saying that it has to be wrong to make money off of referrals. I'd just like to hear more about their plan there.

[L.L. Barkat]

Made me smile...

"That is a giant, sticky, wad of hooey, man."

[Michael Hyatt]

@Ann, just curious, why do you say this is a “greedy move”? We are offering a service for a fee. Why is that different than an author offering a service (writing a book) for an advance and a royalty, other than the fact that the risk—and the potential for profit—has shifted?

It seems to me that this is a simple business transaction. If writer’s don’t want it, they don’t buy it. If our prices are too high (and I don’t think they are), writers will go elsewhere.

Thanks for your input. I do honestly appreciate it.

[Michael Hyatt]

@Sally, we don’t have anything on the Web site about the affiliate program yet because we don’t have the details put together. We are still working on those and will announce it as soon as we are done. Thanks.

[Eric von Mizener]

CBA book publishing is a business. Just as CCM and praise music are a business. And, like other businesses, they can be dog eat dog. I realized this twenty years ago when, in one week, I saw Sparrow Records advertise for a CEO in the Wall Street Journal, followed by a Crystal Cathedral ad for dancers in Daily Variety. That's showbiz.

I'm now starting to read a promising little book called The Meaning of Suffering and Strife & Reconciliation. It's published by St. Xenia Skete, an Orthodox monastery in California. And I'll bet they make very little profit from their publishing ministry.

[Jennifer Griffith]

What Gina said...

[Nikole Hahn]

Us writers are broke. Most of the time our articles and stories get published for free through small presses. If we are lucky, we get into the big time magazines and get paid. A friend asked me a question whether she should build a patio or submit her book to get self-published through them. I told her she should pray about it, but I would build the patio. The patio adds value to the home which (if the economy gets better) gives you a better retirement. Self-publishing takes substantial time to market yourself in which you will not reach a very large audience to generate the kind of sales they are probaly looking for to get their attention, and it takes money to self-publish. Not to mention, self-published books often cost quite a bit more per book than the books in the bookstores. A consumer is cost concious these days. They aren't going to buy a book with x amount of pages if they can buy another book which is just as good for alot less. While in traditional publishing, if you can be patient and keep trying and you actually break through, you get paid for your book and your publisher has established marketing contacts, a publicity package that doesn't cost you, and you will sell books without having to invest your time. Meanwhile, you can write your next great american novel.

[Nikole Hahn]

Not saying what they did is bad. If a writer is interested solely in self-publish, this is probaly good for them. But if I want to just get a few books published for friends and family only I surely do not wish to spend $999 and more just for a few books.

[Judith Quinton]

What strikes me most in reading this post and the following comments is the sarcastic tone and phrasing of some who are voicing their disapproval of Nelson's move.
My opinion of Michael Hyatt has just moved up another notch: for his measured, respectful, non-defensive, teachable, kind, and yes, even loving responses in return.
It isn't our disagreement on issues that matters. It's the way we voice that disagreement and in the process, intentionally or unintentionally treat the people we disagree with.
Judith Jlo Quinton

[Colleen Coble]

As a Thomas Nelson author who knows and loves Mike, this stridency and questioning of motives upsets me. Mike has steered us through some pretty murky waters the last few years and has done so with great integrity and wisdom. Self-publishing isn't something I recommend for fiction but it can work for non fiction if a writer has a platform, and to imply Thomas Nelson shouldn't be looking for ways of staying profitable is simply ridiculous. Would there be this sullenness and motive questioning if a New York house had done this? No. Just because Thomas Nelson is a Christian publishing house doesn't mean the money just naturally rolls in the door to keep everyone working. Profit is not a dirty word! Profit is what keeps us all employed.

Am I happy about the NAME of the new arm? No. (Mike already knows my view. )I will always associate Westbow with my beloved fiction team. The little Westbow dude was once dressed in Hawaiian garb for the launch of my Aloha Reef series and it still makes me smile. But I've learned to trust Mike's judgment and wisdom. Above everything, I know he's honorable and has integrity so I can rest in that as he leads. If he's made a mistake, he'll be the first to admit it. He's that kind of man.

[Lucy Ann Moll]

Sandra,
You so get it. Thanks for saying outloud what my heart murmured.

Blessings, Lucy
"The Counselor to Christian Women in a Crazy World"

[Chip MacGregor]

No, Sally, I did not make money off the nonfiction authors I've referred to self-publishing. I actually lost money by doing this. After working over a year with these folks to help them try and land a deal, sending them on their way and encouraging them to check out the self-publishing option was the right thing to do given their potential for building a following on their own.

In my way of thinking, as well as that of the AAR - the professional agent organization to which we belong and to whose tenets and guidelines we adhere - making money directly off our authors is unethical and is a conflict of interest.

[Chip MacGregor]

Colleen,

I agree that self publishing isn't a good way to go for fiction, and I also agree that publishers SHOULD be looking for ways of staying profitable. We all benefit from their doing so. I wasn't really questioning the motives behind this as much as the presentation of it. Thanks for commenting.

Sandra

[Karen Schravemade]

I agree with Colleen on both points. Publishing is a business and the aim of a business is to make money. People who use emotive terms such as "greed" or "profiteering" are merely demonstrating an unfortunate ignorance of business practice, or worse, an unrealistic assumption that Christian businesspeople should somehow not care about the bottom line. Last I checked, the Bible encouraged financial stewardship.

For me, the one note that rings slightly off-key is the use of the Westbow name for the self-pub imprint. I do wonder how authors who've been traditionally published under the same name in the past would feel about this. Doesn't it devalue their efforts? I'm confused by that decision.

[Karla Carlson]

Great post thank you.

[DeadlyAccurate]

The problem isn't really that TN started a vanity publishing imprint. It's that they're associating a respected name with it to lend an air of legitimacy to the product and implying that this is a route to commercial publication.

I've seen the naivete and ignorance the average citizen has about publishing. Tying the TN name to a vanity publisher makes it seem like everything printed by the new WestBow will be of the same quality as that produced by Thomas Nelson. That's deceptive, not just to WestBow's customers, but to their customers, too.

I also think it's insulting to the previous WestBow writers, who spent time and effort learning their craft, to have their name now tied to something anyone with a deep pocketbook can have. It completely undermines their hard work.

And the agent referral fee thing is simply wrong. I already stated my thoughts on that on the comment thread of Rachelle Gardner's blog post, and I stand by that. Victoria Strauss also posted her thoughts on the Writer Beware blog. Please rethink that.

[Gene Jennings]

Sandra,

Just to clarify your apprehensiveness about baseball farm team programs - minor league baseball players are not amateurs, they are professionals. Some of them, in fact, very wealthy. I know several players who signed $500,000-$1,000,000 bonuses and then went to play rookie league ball in Montana. They get meager salaries but all of the bus rides and Big Macs they will ever want!

As for WestBow, I've already left my comment on Michael Hyatt's blog. Not impressed. (But I still respect Michael bunches.)

[Hillary Lodge]

Sandra -

Great piece, though I think you need a way to post that doesn't show you with a mustache.

What I found to be a head-scratcher with the whole thing is that division is re-using the WestBow name. In a business where brand is everything, this version of recycling seems confusing.