The Complete Guide to Book Publishing
The Big Six publishers (Penguin Random House, Hachette, HarperCollins, Simon & Schuster, Macmillan, and Holtzbrinck) remain the most prestigious path to publication, but they're also the most selective and the gatekeepers of the industry. However, self-publishing companies and traditional publishing houses are often the two most viable options for authors.
Each option comes with its advantages and disadvantages. In this complete guide, we will help you compare these options by looking at the main aspects of each publishing approach.
Advantages of Big Six Publishing

Professional Development and Editorial Support
Big publishers offer detailed editorial services including developmental editing, line editing, and proofreading. Their professional editors can help transform a good manuscript into a great book through several drafts.

Marketing and Distribution Power
Major houses have strong connections with distributors, libraries, and media, enabling them to get your book into bookstores. They employ marketing teams and have budgets for promising titles.

Prestige and Credibility
Publishing with a Big Six publisher helps authors elevate their status and maintain credibility in the industry.
Disadvantages and Barriers of Big Six Publishing
Low Acceptance Rates
Large publishing houses reject most unsolicited manuscripts, and authors typically need a literary agent.
Limited Creative Control
Authors have little say in cover design, book pricing, and marketing strategies. Publishing schedules can be long, taking 18-24 months from acceptance to publication.
Lower Royalties
Standard royalty is 10% for hardcover and 7.5% for paperback, which is lower compared to other publishing systems.
Independent Publishers: The Middle Ground
Higher Acceptance Rates
Independent publishers are more willing to take chances on innovative or specialized works that major publishers might overlook.
Personal Attention
With smaller lists, independent publishers can give each title and author more individual attention.
Better Royalty Terms
Some offer royalty rates of 20-50%, significantly higher than traditional publishers.
Challenges of Independent Publishing
1
Limited Resources
Marketing budgets and distribution networks are usually much smaller than those of major publishers.
2
Variable Quality
Standards and practices can differ immensely between independent publishers.
3
Smaller Reach
Independent publishers may have less influence in major bookstores and media outlets.
Amazon KDP: The Evolution of Self-Publishing
Amazon's Kindle Direct Publishing has revolutionized the publishing industry, allowing authors to reach readers directly. This platform has changed the face of self-publishing, offering new opportunities and challenges for authors.
Amazon KDP Royalty Structure
70%
eBook Royalties
For eBooks priced between $2.99 and $9.99
60%
Paperback Royalties
For print-on-demand paperbacks
15%
Traditional Royalties
Typical royalty rate for traditional publishing
Amazon KDP's royalty structure appears attractive at first glance, offering significantly higher rates than traditional publishing's 5-15%.
The Hidden Cost of KDP: Customer Data
No Direct Access
Authors can't access customer email addresses
Limited Demographics
No way of knowing reader demographics
No Direct Engagement
Can't build direct relationships with readers
The lack of customer data is a significant trade-off for the high royalties offered by KDP, limiting authors' ability to understand and engage with their audience directly.
Customer-Centric Publishers: A New Model
Competitive Royalties
Offer royalties as high as KDP's without compromising on customer information access.
Customer Data Ownership
Provides direct access to customer information, allowing authors to build email lists and communicate directly with readers.
Best of Both Worlds: Customer-Centric Publishing

Professional Support
Receive professional publishing and marketing assistance.

Direct Relationships
Build and control direct relationships with readers.

Reader Engagement
Maintain control over reader engagement strategies.
Overcoming Professional Quality Barriers

1

2

3

1

Professional Quality
Ensure books are professionally edited and designed

2

Outsourcing
Hire freelance editors and designers

3

Quality Control
Implement rigorous quality checks
To compete with traditionally published books, self-published authors must ensure their work meets professional standards in editing and design.
Marketing and Visibility Strategies

1

Develop Email List
Create compelling lead magnets to attract your target audience and build an email list.

2

Provide Valuable Content
Send out frequent, valuable content to keep your audience engaged and interested.

3

Segment Your List
Divide your email list based on readers' interests and behaviors for more targeted marketing.
Overcoming Distribution Challenges

1

2

3

1

Print on Demand
Utilize print on demand services

2

Hybrid Approach
Combine conventional and digital distribution

3

Online Presence
Maximize visibility on online platforms
While physical presence in bookstores may be limited, authors can leverage print on demand and digital distribution to reach readers effectively.
The Critical Importance of Customer Data Ownership
The data gap in Amazon and traditional publishing models presents a significant challenge for authors seeking to understand and engage with their readers directly.
Amazon's Customer Ownership Model
No Direct Interaction
Can't interact with readers personally
Invisible Buyers
Can't see who bought your book
Mediated Marketing
Can't re-market without Amazon's mediation
Amazon retains all customer data, including purchase history, demographics, and contact information, limiting authors' ability to build direct relationships with their readers.
Traditional Publisher Limitations
Bookstore Sales Control
Publishers manage all bookstore sales data
Online Sales Data
Publishers retain control over online sales information
Library Distribution
Publishers handle library distribution data
The Value of Customer Data Ownership
1
Segmented Marketing
Understanding your audience allows for more effective and targeted advertising.
2
Product Development
Reader insights can guide the development and direction of your next book.
3
Direct Communication
Inform subscribers about new releases, events, and related products or services.
4
Community Building
Create loyal readers and word-of-mouth marketers by building genuine relationships.