February 1, 2010

Amazon Macmillan eBook Pricing Disagreement: Part 2

Late yesterday afternoon, Amazon capitulated to Macmillan’s pricing terms that allow Macmillan to set the retail price for eBooks at Amazon. Under the terms of the new deal, Macmillan can set whatever price they like, and Amazon will take 30% of that price and Macmillan will take 70%.

The following is Amazon’s Official Statement, as released on the Amazon Discussion Forum:

The Amazon Kindle team says:

Dear Customers:

Macmillan, one of the “big six” publishers, has clearly communicated to us that, regardless of our viewpoint, they are committed to switching to an agency model and charging $12.99 to $14.99 for e-book versions of bestsellers and most hardcover releases.

We have expressed our strong disagreement and the seriousness of our disagreement by temporarily ceasing the sale of all Macmillan titles. We want you to know that ultimately, however, we will have to capitulate and accept Macmillan’s terms because Macmillan has a monopoly over their own titles, and we will want to offer them to you even at prices we believe are needlessly high for e-books. Amazon customers will at that point decide for themselves whether they believe it’s reasonable to pay $14.99 for a bestselling e-book. We don’t believe that all of the major publishers will take the same route as Macmillan. And we know for sure that many independent presses and self-published authors will see this as an opportunity to provide attractively priced e-books as an alternative.

Kindle is a business for Amazon, and it is also a mission. We never expected it to be easy!

Thank you for being a customer.

To read Macmillan’s Official Statement, see CEO John Sargent’s Advertisement in Publisher’s Lunch.

As I mentioned in my blog post yesterday, the Consumer Goods Pricing Act of 1975 repealed the Miller-Tydings Act which supported by law MSRP. The Consumer Goods Pricing Act established that manufacturers may suggest a retail price, but those suggestions are not enforceable by law. In other words, current law supports the retailer, not the manufacturer, in a disagreement regarding the retail price of a product.

So if Amazon’s position is supported by law, why would they agree to Macmillan’s terms?

Obviously, the risk of alienating publishers was not worth the benefit of offering lower prices to its customers. Amazon’s relationship with major publishers (Macmillan, Penguin Putnam, Hachette, Harper, Simon & Schuster, and Random House) is a delicate balance, and if Amazon takes a position that suggests they don’t need publishers their company would suffer (perhaps critically).

Macmillan’s negotiation in this weekend’s disagreement seems the more rational to me. In contrast, I detect a note of (unintentional) sarcasm in Amazon’s use of quotation marks around the “big six” publishers. Amazon’s use of adverbs “ultimately” and “needlessly” suggest an insincere tone and coupled with the assertion that “Macmillan has a monopoly” (this from a company that owns a 90% corner of all eBook sales worldwide), weakens Amazon’s credibility in this argument.

Amazon comes across as having made an overblown response to what was essentially an ordinary business negotiation.

That said, Amazon has shown that it won’t hesitate to pull an entire publisher’s catalogue from its shelves, which will set a tone for how other major publishers negotiate eBook pricing and contracts in the future.

At the end of the day, Macmillan has won this battle. But you’ve got to believe that a seed of grudge has been planted in Amazon’s fertile soil, and Amazon has now shown that they won’t hesitate to uproot and remove a plant altogether.

So what are your thoughts on who came out of this disagreement in a better position?

January 31, 2010

Amazon Macmillan eBook Pricing Disagreement

Unless you’ve been living under a rock the past few days, you’ve probably heard the news that Amazon.com has removed all Macmillan titles from its website. The removal follows a disagreement Macmillan and Amazon had over pricing of eBooks. Macmillan wanted to set its eBook prices as high as $14.99, which is directly at odds with Amazon’s recent push to ensure all eBook prices stay under $9.99.

I am currently under contract (my first book contract) with Macmillan.

I have also exploded onto the scene this past year as an eBook author on Amazon Kindle.

So who’s right, Amazon or Macmillan?

In the United States, we have a long history with Fair Trade Statutes and anti-trust law.

During the Great Depression, the U.S. Supreme court adjudicated that manufacturers had the right (supported by law) to set suggested retail prices. A MSRP, or manufacturers suggested retail price, is a common practice in the U.S. to this day. The Supreme Court decision was based on arguments intended to protect small businesses from large chain stores who could afford to undersell them.

The net result was unpopular to consumers at the time because it caused prices to go higher. On the other hand, you could argue that it contributed to pulling the U.S. out of the Great Depression because it offered a level playing field to small businesses.

Ironically, we find ourselves in a similar situation today. We’re in an economic recession, and consumers are pinching pennies everywhere they can. Amazon Kindle titles offer readers an affordable way to escape the stresses of the day. And so the idea to Amazon customers that Macmillan wants to raise eBook prices is abhorrent.

In the short term, Amazon looks to be the customers’ friend because they’re fighting for lower prices.

In the long term, Amazon will destroy competition — namely by driving out of business other bookstores in communities around the country — and so may do more harm than good to overall economic health.

As an author, trying to decide how to play all this out politically will be a challenge. In the short term, I’ll continue to promote my eBooks on Kindle and build brand awareness and a readership in their community. Fortunately I have enough novels (unaccepted by major publishers) completed in manuscript format to do so for years to come.

Should this conflict intensify and other major publishers follow in Macmillan’s footsteps, the independent authors are going to be the ones who benefit. Folks like me who are selling well self-publishing on Kindle are going to find a receptive audience and less competition from authors published at major houses.

Additionally, my contract with Macmillan is through their textbook division, and textbooks haven’t been hit by the eBook phenomenon the way that trade fiction and non-fiction has. In fact, Macmillan’s textbook division could end up supporting the company all the more as trade divisions struggle to find their footing in the new publishing landscape. Textbooks sales are much more stable and rely on a traditional distribution model that is supported by university bookstores, the need for student note-taking and highlighting of physical texts, and frequent edition updates.

MSRP Today

After World War II laws that supported Manufacturers Suggested Retail Pricing fell out of favor and were finally repealed by congress in 1975. (see Consumer Goods Pricing Act of 1975 repeal of Miller-Tydings Act)

So from a legal point of view, Macmillan would have a difficult time effectively making the case to raise eBook prices. That said, we may very well see this reach a legal head in the next few years because Amazon’s eBook business model is diametrically opposed to the traditional model of major publishing.

As eBook sales continue to bully their way into consumers’ hearts and minds, traditional publishing is going to find its model unsustainable. One of the strengths of major publishing is its distribution network; the ability to get books, magazines, newspapers, etc., into stores and consumers’ hands.

The reality is that model is becoming less and less relevant in an age where technology more efficiently disseminates content like books, magazines, and news(papers) to consumers.

If I was forced to place a bet on who’s going to come out of this battle triumphant, I’d be hard-pressed to wager against Amazon and its track record the past fifteen years.

January 21, 2010

70% Royalty Rate Amazon Kindle

Hey folks,

The numbers are in. For the three weeks in December that my novella collection THE KIRIBATI TEST was available for free in the Amazon Kindle store, I received a whopping 14,000 downloads. As a result, the book shot to #6 overall in the Amazon Kindle store and received the highest visibility for a book of mine that I’ve had to date. Three film production companies contacted me about film and TV rights, and an agent from Creative Artists Agency did the same. All unsolicited.

Fast-forward to the news release yesterday from Amazon regarding their new 70% royalty rate option for Kindle authors and publishers, and you can understand why this is not only the hottest market in publishing… but is also the hottest market in the entire entertainment industry.

The 70% royalty rate for Kindle authors and publishers is an absolute missile to the bow of traditional “dead tree” publishing, which has reached a breaking point this past year regarding hardcover costs and ROI. As hardcover retail costs creep ever closer to 30 dollars per book for customers, this new 70% royalty rate will be the tipping point for many authors and publishers.

The Quick Math
The average author’s take on a $25.00 hard cover is about ten percent or $2.50

That same author could price his/her book on Kindle for $2.99 and take home $2.09

Would you spend 25-30 dollars for the same book you can read for 3 dollars?

More Fun with Numbers
Consider for a moment the scenario that if my book THE KIRIBATI TEST had 14,000 downloads in a month at a price of 2.99 and my take was $2.09 per download…

The result would be $29,260. And that’s just in one month.


The Future Never Looked Brighter

A 70% royalty rate on Kindle will enable major publishers to lower their eBook retail cost to a price that, I predict, will be a tipping point for many consumers. Publishers have struggled to settle on an eBook price point in 2009, but the standard for NYT bestselling authors at the end of the year seems pretty stable at $9.99 for new releases.

If the standard by the end of 2010 comes down to $4.99 or $5.99, you’ve got to think that’s going to drive a lot of book readers to Kindle. A 70% Kindle royalty rate will enable publishers to do just that.

Stacey

January 3, 2010

Online Book Review: Online Books and More for 2010

Dear Online Book Review Readers,

Thanks so much for visiting the Online Book Review. Much to talk about today.

For the past ten minutes, I’ve been looking over an Excel spreadsheet with my total eBook sales for 2009. The sales are broken down on a month-to-month basis and so you can see how a book did in any given month.

Two things to mention before revealing the raw numbers: 1) These sales reflect only two eBooks (The Colorado Sequence and CLAWS) as sold via downloads on Amazon’s Kindle store. 2) These sales took place mostly in the second half of the year, as I did not have the books available in Amazon’s Kindle store until late May.

Nonetheless here are the sales totals from late May through December 2009:

THE COLORADO SEQUENCE: 2,887 downloads sold

CLAWS: 1,696

Total units sold via Amazon’s Kindle store: 4,583

The majority of these sales were at a download price of $1.00, of which I earn 35% (or 35 cents) royalty. Thus my total earnings during the 7-month period that these books were available was about $1,600.00 (U.S.)

Worth mentioning, the bulk of these sales took place during the months of June and July (i.e., The Colorado Sequence sold 1,743 units and CLAWS 906 units) with sales scaling back to an average of 166.8/month for The Colorado Sequence and 105/month for CLAWS for August-December.

Also worth noting, the monthly sales averages for August-December have remained steady with no single month deviating more than 25 units from the total average for this period.

Amber Page and The Kiribati Test

In the month of October, I released a novel Amber Page as an eBook in Amazon’s Kindle store, but I did little to promote it and I priced the book at $1.99. Sales have been poor, totaling less than a hundred units sold for the three months. This may be a result of over-saturation with CLAWS and The Colorado Sequence, lack of a marketing push, a higher price, and the genre of the book (Amber Page is intended for a Young Adult audience). In December, I lowered the price to 99 cents, but saw only modest (i.e., statistically insignificant) increase in sales.

In the month of December, I released a short story collection (two novellas and one long short story) THE KIRIBATI TEST as a free download in Amazon’s Kindle store. I did more to promote it, mentioning the release on the Kindle discussion forum during the two weeks leading up to Christmas. THE KIRIBATI TEST reached #6 overall in Amazon’s Kindle store and has remained in the top 100 overall, as well as leading genre bestseller categories.

It should be noted that when priced at one cent, The Kiribati Test reached only as high #130 overall. The push into the highest ranks came only when the book was completely free to download.

I don’t have the raw numbers yet regarding exactly how many downloads we’ve had as a result of this, but will update as soon as I do.

The positive gains for reaching this high in overall ranking are difficult to quantify (i.e, I’m making no direct money from this, as the book is free to download). I have noticed the book becoming somewhat “viral” inasmuch as it has started showing up on several user-generated “lists” on Amazon, and reviews have been strong (9 reviews in three weeks, increased “helpful” vote activity for reviews, etc.)

The download numbers may be the best measure for assessment, but other gains should not be ruled out.

What Does All This Mean?

Probably the most important thing is the in-depth learning I’m gaining and that I am fine-tuning marketing strategies that directly impact books sold in the expanding eBook market. These are lessons that’ll serve me well in 2010 and beyond.

At the same time, I am building brand recognition. As Amazon is the leading book retailer in the world, this is a good platform (or base) to spread publishing brand awareness. The seeds for growth have germinated and are sprouting, and the potential to reach a global market via Amazon is worth realization.

The name of the game in publishing is steady growth. What I’ve learned over the past five or six years is that you build from one plateau to the next. Book sales may reach stasis for a while (4-5 months) and then some breakthrough will result in explosive gains, which eventually taper back to a level higher than the previous plateau.

Slow and steady wins the race.

Goals for 2010

I still have not entered into a book contract for my fiction with a major publisher. This remains a perennial goal. That said, it’s important that growth continues at a steady pace and, if I enter into a publishing contract with a major publisher for my fiction, that I will be able to easily and fluidly make a profit for the publisher.

Brand recognition and word-of-mouth are essential tools to make a profit for a publisher.

In 2010, I will be launching STACEY COCHRAN BOOKS, an eBook publisher. I am working on finalizing a standard contract to use with authors and have two authors on tap to work with in the coming two months.

I would like to continue my growth in video production, which I see as essential in a broader media portfolio. This will take the form of continued interviews with authors and publishing professionals available over the internet and continued LIVE video webcasting via Book Chatter.

I also need to fulfill the obligation of my contract with Macmillan’s Bedford/St. Martin’s Press. I am looking at the next round of advance payment if I can finish my chapter on the Social Sciences.

I would like to continue to expand the Write to Publish Writers’ Organization, for which I serve as organizer. We count as members close to 1,500 people in North Carolina and are one of the most active writers’ organizations in the Southeastern United States.  I need to continue to develop a framework for growth based on community-oriented Creative Writing events in local bookstores and libraries around the region.

December 14, 2009

Online Book Review: Stacia Decker Interview

Hey, folks,

Thanks so much for visiting the Online Book Review. I am thrilled to bring you an interview today with literary agent Stacia Decker. A former editor at Harcourt and Otto Penzler Books, Stacia began her career at Farrar, Straus & Giroux after earning an MFA in nonfiction writing at Columbia University. She represents mystery, suspense, noir, and crime fiction and is looking for a strong voice, dark humor, fast-paced plotting, and unpredictable violence. Stacia joined the  Donald Maass Literary Agency in 2009.

Welcome, Stacia, and thanks so much for speaking with us. And thank you, everyone else, for joining us today! Enjoy the interview.

–Stacey Cochran

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Photobucket

STACIA DECKER

Photo by Kirk Decker, Decker’s Photography

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ONLINE BOOK REVIEW: How did you first get started in publishing? When did you know you wanted to be a literary agent?

STACIA DECKER: I started as an unpaid intern at Farrar, Straus & Giroux while I was working on my MFA thesis. When, as an editor, I was laid off in the Houghton Mifflin Harcourt merger, I started considering agenting as an opportunity to work with the authors I really believed in.

ONLINE BOOK REVIEW: When you look back at your time at Harcourt and Otto Penzler Books, what did you learn about the business?

STACIA DECKER: I learned a lot about the bookmaking and selling process from direct interaction with the sales, marketing, publicity, and production teams, and I learned a lot about book packaging from working with paperback and reprint titles. Of course I also learned about the acquisition process, which is helpful knowledge to have as an agent.

Seeing a relatively small editorial team in action, I came to some of my own conclusions about the importance of a clear editorial mandate and the thoughtful presentation of a cohesive list. As an agent, I think of my client list in some of the same ways I would an imprint—while there’s breadth, my list is governed by my tastes and, as such, has a distinct character.

Working with Otto Penzler on his imprint, I also learned how welcoming and supportive the mystery community is. That’s one of the reasons I now concentrate on mystery and crime fiction and have tried to build a client list in which my authors feel as supported by their fellow clients as by me and the Maass agency.

ONLINE BOOK REVIEW: You represent some outstanding crime fiction writers like Allan Guthrie, Seth Harwood, Jeff Shelby, and Scott Wolven. What is it about the harder aspects of life that appeals to you?

STACIA DECKER: Some of this is basic escapism. Crime fiction takes readers behind the scenes into illicit trades or worlds that most of us don’t experience in daily life and allows us to play out our fantasies and fears. The world, as it’s represented to us in the news and elsewhere, is a threatening, chaotic place, and our lives can be filled with mundane anxiety. Crime fiction provides a more visceral, exciting—and yet remote—scenario to worry about and convinces us we could, at the least, survive. It lets us live vicariously through a worldview that is often tougher, savvier, or more comfortable with handguns.

Mystery fiction has traditionally been a moral genre, one that reassures us by reinforcing social norms and restoring order in the end. That said, I’m more interested in stories that blur distinctions between right and wrong, good and bad, and make the reader complicit in some bad actions and questionable decision making. These characters force us into a more nuanced contemplation of morality. They exercise our empathy and call into question our own moral judgment. And they are—to me, I suppose—a more realistic form of wish-fulfillment, one in which we get to break the rules while still struggling against fundamental constraints.

I’m not particularly interested in characters that are extraordinarily smart, attractive, accomplished, fit, and talented in the kitchen, or in scenarios in which our hero has access to all the latest secret agent hardware or the ability to fly off into a new life at a moment’s notice. I’m more interested in a flawed, recognizably human protagonist dealing with the limits of his place within society, within his family, and so on. The working-class tragedy gives us a window onto how an awful lot of us live, and allows us to ask how we would—given the constraints of our real lives—react ourselves.  I’m also interested in the vulnerability and complications of the male identity, and that’s a subject that plays out in so many ways in crime fiction.

ONLINE BOOK REVIEW: Describe how the job at Donald Maass Literary Agency came about.

STACIA DECKER: My first position as an agent was with Firebrand Literary. When Firebrand closed shop a few months after I joined the agency, I had to go out on my own or find a new home. I had quite a few clients I wanted to protect, and I was only interested in joining an agency with a great reputation, established foreign subagents, and a real love of genre. I’d worked with the Maass agency through Otto Penzler Books, and I called Don to ask his advice and we started talking. Needless to say, my authors were thrilled when I announced we had a new home with Don.  I cannot say enough about Don’s editorial insight, ethical judgment, and professionalism and how much I enjoy working at DMLA.

ONLINE BOOK REVIEW: You’ve done some damn fine writing yourself. How do you compare advocating for someone else’s work in contrast to your own?

STACIA DECKER: Just as it’s easier to edit someone else’s work, advocating for someone else’s work is much easier. I can unabashedly believe that my client is a genius and tell anyone who’ll listen. A good writer doesn’t believe he’s a genius and, if he does, he shouldn’t say so.

Authors also aren’t necessarily in the position to understand how best to present or pitch or package their book. Maybe they’re not objective about how their prose will be cast (literary vs. faux literary, for example), or which comparison titles will sell the book to bookstore category buyers, or why it’s better to appeal to a distinct genre audience than to cross categories. They’re most likely not aware of what specific information or presentation or argument a certain editor or imprint or bookstore needs to put a book on their list and sell to their markets. For this type of advocacy, authors need agents.

ONLINE BOOK REVIEW: How would you characterize the purchasing atmosphere for crime fiction at the start of 2010?

STACIA DECKER: There are good crime editors and good mystery imprints out there, but acquisitions are hard. We’re in a blockbuster era in which editors have a harder time finding money and slots to grow authors, which is how many of today’s bestsellers got their starts.

ONLINE BOOK REVIEW: What kinds of things lead to a breakout bestselling author? What separates the midlist author from the NYT bestselling author? And is there any pattern or behavioral traits that you’ve noticed that drive an author from being okay selling to being great selling?

STACIA DECKER: If only we knew. There are many more books bought with the hopes—or expectations—that they become bestsellers than actual bestsellers.

One theory is that books sell when they reach a certain cultural saturation point—through name recognition or media coverage, for instance—at which consumers feel they have to buy them. That’s hard to arrange. And while some current bestsellers slowly built series success and name recognition to the point that they’re now a must-buy, that’s become less of an option for authors as houses become more reluctant to keep publishing a series through those building years.

Another theory—at least for why books don’t break through—is that they don’t provide a certain comfort zone for readers. For instance, an author who gives her discouraged, overworked protagonist a (perhaps realistically) disrupted, dysfunctional home life might see her work deemed too dark. Readers have not been reassured by her worldview that there is ultimately order and satisfaction in life for good people.

In retrospect, we can look at a breakout series and see a great—culturally relevant—premise and a reader-friendly approach or prose that seems to cinch it. But that a premise will be culturally relevant at a certain point? That’s much easier to see in retrospect than in advance.

ONLINE BOOK REVIEW: How important is perseverance in our business?

STACIA DECKER: Some part of you has to just not know how to do anything else—at least that’s the reason everyone I know gives for sticking with this business even as they bemoan their fate. The publishing industry doesn’t make it easy for anyone, and there’s not necessarily a conventional payoff to sticking with it. You have to just not be able to help yourself.

ONLINE BOOK REVIEW: If you had to make an educated guess about what will be hot in 2010, what do you suspect might be big that we haven’t already seen?

STACIA DECKER: Ferrets? Really, who knows. I’m not much of a trend-chaser; I just work with what I love. In the crime fiction world, I’m seeing a resurgence of country noir, with meth labs and dog fighting being popular themes—I’d be happy if that hit big.

ONLINE BOOK REVIEW: What do you love most about being a literary agent?

STACIA DECKER: The ability to work, both on an editorial level and in a career-building capacity, with the authors I believe in.

ONLINE BOOK REVIEW: What drives you up the wall?

STACIA DECKER: Run of the mill unprofessionalism pushes my buttons. But in general I think people are trying their best.

ONLINE BOOK REVIEW: How do you sign on new authors? Does the entire agency have to support it?

STACIA DECKER: I conduct the due diligence I feel necessary—a phone conversation, maybe some revision—and Don takes the advise and consent role.

It’s a collaborative environment, and in discussing projects with colleagues I often get valuable feedback and great suggestions about pitching and positioning clients’ work, but we operate with a baseline respect for one another’s tastes.

ONLINE BOOK REVIEW: When selling a debut author’s book, how do you weigh building a career for him/her with the desire to get a very large advance?

STACIA DECKER: I’m in it for the author’s career and, while I wouldn’t advise an author to reject a large advance without other options, I might advise an author to take a lower advance from a house I thought would better publish the author. Some books are better suited to a particular format or would be a better fit on a certain list; likewise, houses are known for different strengths and varying levels of stability. And, as we’ve seen, an author is often better off earning out a smaller advance and being thought of as a good investment than failing to earn out a large advance and being termed a disappointment. I’m going to consider seriously any house that offers a small advance but offsets it with genuine, on-going enthusiasm and a savvy publishing model.

ONLINE BOOK REVIEW: How important is the follow-up book, and how do you work with your authors in building their careers? What kinds of things can an agent do to ensure that it grows?

STACIA DECKER: An agent is first helping a client think about what his career goals are. Then the agent considers what the right first book is given these goals. For instance, an unpublished client can only be a debut author—with a clean sales track and his headshot in the publishing house’s debut author pamphlet—once. So an author who doesn’t want to sneak onto the publishing scene may agree to put aside a completed short story collection, which will find less enthusiasm in the marketplace, in favor of offering a novel as his debut property.

In order to set up the follow-up book’s success, the agent is first trying to find the right house for the author in placing the first book. Ideally, that means a publisher that believes in the author’s career, publishes the first book well, and maybe even commits to the second book from the start.

But publishers are increasingly less likely to make those kinds of commitments. Often this means, when it comes time for the follow-up book, the agent is both pushing for that commitment from the house and advising the author on his options given the realities of his situation and his goals. Those options are not always ideal.

The follow-up book needs to sell better than the first one. And that’s hard if the first one didn’t meet expectations. Increasingly, publishers and booksellers have already made up their minds at that point, and smaller marketing budgets or orders for the follow-up don’t typically help its sales.

Thus, an agent can’t always ensure that sales grow or that a client’s career grows in the manner he’d first envisioned. But the agent can help the author make his strongest case for the publisher’s, booksellers’, and readers’ continued support. An author wants each book to be better than the last, and this means not only taking lessons in craft from the writing of the first book but also looking at plotting and themes to find ways to expand the scope—to make the book bigger. A good agent pushes the author to think about these issues and look for these opportunities in his writing. It’s an unpredictable business, but the agent is the author’s partner in making each book as good as it could be and better than the last.

ONLINE BOOK REVIEW: What are you looking for in a piece of writing?

STACIA DECKER: I like a strong, distinct voice, tight prose, fast pacing, and dark humor. I’m looking for a big hook at the start and a plot that develops quickly with a minimum of exposition. I want to hear that narrative voice talking to me from line one, putting me in someone else’s head. Deft characterization that captures the nuances of social interaction and dialogue usually charms me. I’m partial to realistic but subtle specificity about occupations and other areas of expertise.

ONLINE BOOK REVIEW: How long does it take to know?

STACIA DECKER: Not long. As with anything, the best and the worst are easiest to tell. Sloppy, clichéd, or mundane prose is pretty clear from the start, just as is a sharp, funny voice or a surprising opening premise.

A work that leaves me on the fence at the start will make up my mind for me by twenty to thirty pages in. That might not sound fair, but I’m going to end up living and breathing any novel I take on, so I have to really love it. It doesn’t take long to know whether I feel passionately about a character or would want to reread a story over and over before it even goes on submission.

A work that starts strong but develops flaws will keep me reading with revision in mind. And a work that absolutely hooks me will have me praying it holds up but thinking “that can be fixed!” when I come across a stumble.

ONLINE BOOK REVIEW: Are there any specific elements of craft that beginning writers tend to neglect?

STACIA DECKER: I see way too much exposition. A writer has to figure out how to tell a story without telling me the story. Even a first-person narrator should not be conducting a lecture. Descriptions, backstory, and other details should be revealed organically, if they’re even necessary. Good writing is all about what isn’t said, what the reader infers and fills in.

I also see too much unwitting pastiche. Of course genres have conventions, and now even twists on the conventions have become conventions. But overly familiar characters, clichéd language, and same old story plotting reveal a writer who’s not really thinking about his characters or who’s playing it safe in an attempt to appeal to everyone that appeals to no one. Too often I feel a writer is rewriting a story he’s already read.

ONLINE BOOK REVIEW: Do you have any pet peeves that you see beginning writers doing over and over?

STACIA DECKER: Well, see above. And even though these have become pet peeve clichés, I still see a lot of characters waking up, characters sweating, characters waking up sweating, and characters with model good looks.

ONLINE BOOK REVIEW: If you could change one thing about the industry, what would it be?

STACIA DECKER: I’m way too pessimistic to believe that any change I made wouldn’t have catastrophic unforeseen consequences.

ONLINE BOOK REVIEW: If an aspiring writer wanted to win you over with free Yankees tickets or paid-for vacations to Maui (airfare and hotel accommodations included), would that help his/her chances of gaining representation?

STACIA DECKER: This sort of bribe offer would be an insult to my professionalism and would result in instant rejection. Even if the offer were somehow well-intentioned, it would signal to me a lack of awareness of industry norms and unrealistic (or maybe venally realistic?) expectations of buying success—neither of which I would want in a client. The writing really has to stand on its own.

ONLINE BOOK REVIEW: At the end of the day, what is the most satisfying aspect of working in publishing?

STACIA DECKER: The authors, both working with them and having the chance to contribute to their work in some way.

December 13, 2009

Online Book Marketing: Sam Landstrom MetaGame

Hey folks,

Thanks so much for stopping by the Online Book Review. I’ve got some interesting news to talk about regarding eBooks, marketing, and independent authors.

An author friend of mine Sam Landstrom, who is published independently on Amazon Kindle, is pricing his book on Kindle for free to see how high he can get his novel to rank and to gain greater exposure for it.

At last check METAGAME was ranked #6 overall on Amazon Kindle.

On my podcast Book Chatter a couple weeks ago, Sam revealed that when he lowered the price to a penny back in September he saw the book downloaded 6,000 times in 23 days. After running the book up in rank (and visibility) he then raised the price back to $2.99 and in the days following the price increase he made several hundred bucks.

The marketing idea he’s trying is to lower the price, get visibility, then raise the price. Then lower the price and repeat the process.

This past Monday, Sam helped me get my Sci-Fi Thriller collection The Kiribati Test onto Kindle for a penny. Our goal is to get it to list for free.

Somewhat different than Sam though, I have several other titles on Kindle, and so the low-priced book acts as a loss leader drawing exposure to my other books The Colorado Sequence, CLAWS, and Amber Page.

It’s far too early to draw more than a preliminary assessment, but it seems to be working. The Kiribati Test ranked as high as #138 overall on Kindle midweek, and since then both The Colorado Sequence and CLAWS have seen a bump in sales.

The real test will come if we can get The Kiribati Test to list for free because I’ve realized that’s the price necessary to break the book into the top 100. On Amazon, breaking into the top 100 brings the most exposure.

If we can get the book to list for free on Kindle, it will deliver a solid boost to sales of the other novels that’re priced at a dollar and two dollars.

The royalty rate on Kindle is 35%. So on a book listed for 2 bucks, the author takes home 70 cents per sale. It might be worth considering that most mass market paperback sales for books published with a major traditional publisher (Random House, Simon & Schuster, Penguin Putnam, Hatchette, Harper, Macmillan, etc.) sell for about 6.00 or 7.00 dollars and the author draws about 10% royalty.

Final note: an interesting article surfaced on the WSJ regarding Random House’s claiming eBook rights to all of its backlist titles published prior to the age of digital publishing. The article notes that RH attempted to do this once before back in 2002 and lost in court (and on appeals) to Rosetta Books, an eBook publisher that had snapped up the digital rights to pre-internet RH titles.

Stacey

November 23, 2009

Harlequin Horizons and the State of Publishing

Hey folks,

Thanks so much for visiting the site. I’ve got a lot to talk about this week, but I’d like to start with a question.

Do you feel like your book is good enough to publish and that no one in the publishing business recognizes your talent, skill, or ability to connect with readers?

I imagine a good many of you have been treated unfairly, neglected, or just simply overlooked. Yet you have a book that matters, that could change people’s lives, and could get them to appreciate the world in new way… only no one with the power to get your book into those readers’ hands will give you the chance.

And that’s all you’re asking for really. A chance. A chance to see if your book would sell… to see if it would find a receptive audience. Because you know in your heart that it would sell, that people would love it. They’d see your humor, your wit, your ability to tell a story. Your compassion perhaps.

This past week I had the opportunity to interview publisher Kevin Watson, founder of Press 53. One of the major points to come out of the discussion was the realization that the landscape of publishing has changed in a significant and irreversible way.

For the first time since figures have been kept, print-on-demand titles outpaced traditionally-published titles in 2008 according to Bowker. Self-published print-on-demand titles make up a large portion of this expanding sector… self-publishing is a large and vibrant part of the publishing industry today. (Kessler, November 20, 2009)

I believe that self-publishing is part of a larger cultural landscape that has fundamentally shifted in our values regarding entertainment. Namely that shift is from an elitist to populist dissemination of entertainment.

The traditional publishing business model works fundamentally on the principle that a small group of (largely Ivy League-educated) editors select for the rest of us what we should be reading. What I have realized after more than three decades in publishing is that these editors are significantly out of touch with the lives of most Americans.

They didn’t grow up in trailer parks like you and me. They don’t know what it is to make less than 15,000 dollars and wonder how they’re going to feed their families.

Don’t get me wrong. People in major New York publishing are obsessively hard-working. They’re passionate about what they do.

They just simply run with a different crowd than the rest of us.

And their perceptions of what we want to read are grossly out of touch with working class Americans.

This is why traditional publishing must change or risk financial collapse.

This past week Harlequin Books announced a new self-publishing venture called Harlequin Horizons. It was the first time I’ve ever seen a traditional publisher try to merge a self-publishing business model into its practice.

I have said for years that this is a desperately needed change in how traditional publishing works because it allows the rest of us to get our books into print and then we have to sell them. And for the handful of writers who would sell well, you’d have an opportunity to rise to the next level.

Let me state very clearly: the most significant challenge facing publishers today is how to find new writers whose books will sell well.

The traditional model relies on literary agents and a small cadre of editors to guess what the rest of us want to read.

The self-publishing model relies on actual #s of books sold. Books that the rest of us have bought.

Self-publishing is the ultimate American Idol Contest… it is democracy in action. Nothing speaks louder than an individual author who puts her book out there and then sells 5,000 or 10,000 copies completely on her own.

Traditional publishers need to adopt a “farm system” based on the Lulu.com no-fee option of self-publishing. With e-books on the rise in a phenomenal way, any major publisher could create a self-publishing imprint that affords aspiring writers the opportunity to compete to see who sells the best. All in a low-risk option to the publisher.

This is a fundamental and desperately needed change in how new writers are discovered.

So what happened when Harlequin Books adopted this change in its business model this past week?

Professional writers organizations RWA, MWA, and SFWA threatened to remove Harlequin from its list of eligible publishers for their awards. This was the single worst response imaginable, and a sign of how desperately out of touch these writers organizations are with the cultural shift that has already happened in America.

Consumers of entertainment want to select their own entertainment. Whether it’s YouTube, American Idol, Amazon Kindle, or free music downloads from independent bands on independent labels. There is a populist shift that has occurred as a direct response to traditional models for selecting our entertainment, and RWA, MWA, and SFWA are essentially trying to force Harlequin to back down from changing its business model to capitalize on this shift.

The tragedy is Harlequin is losing money on these writers’ books and cannot afford to back down. Nonetheless, Harlequin acquiesced to some degree by agreeing to remove the “Harlequin” name from their new self-publishing imprint.

It is important to understand that if publishers do not change their business models, they will fail.

Harper Studio represents the best compromise I’ve seen, but it still is a traditional model in that a handful of folks decide what to publish.

What is needed is a major publisher like Harper, Random House, Simon & Schuster, Penguin Putnam, or Macmillan to adopt a very real and vocal self-publishing imprint that offers a no-fee option to writers… the Lulu-business model based on Long Tail Economics.

This past Friday night on my podcast Book Chatter, I invited one of the most vocal critics of the Harlequin Horizons label. We brought on the show four traditionally published authors and three self-published authors to debate these issues.

It’s kind of a moot point to even debate because it’s going to happen. Publishers are struggling because they rely on the traditional model: a model lets a handful of editors select what millions and millions of us will read. Traditional publishing does not give consumers adequate freedom to select what they want to read. In a Web 2.0 consumer culture, traditional publishing as it currently exists will collapse.

The future (and quite honestly the present because it’s already here in Amazon Kindle) will see this model change to allow anyone to publish his or her book. The traditional publisher that adopts the best imprint to facilitate this (as Harlequin was trying to do) will have access and loyalty of the greatest number of aspiring writers… and out of this mass, a few will rise and sell exceptionally well. Those are the authors the publisher could then take to the next level with broader distribution.

To conclude, I would ask anyone reading this who feels compelled to send RWA, MWA, or SFWA an email to let them know that you disagree with their stance on Harlequin Horizons. Because theirs is a stance that ultimately holds you down as an aspiring writer and reader and prevents you access to self-publishing your book at Harlequin and to new voices from which you have the freedom to choose what you want to read.

Sincerely,

Stacey Cochran

 

NOTE: Comment Moderation is on.

September 22, 2009

Online Book Review Article: Fear is the Driving Force of My Writing

Stacey, thank you so much for helping me with this blog tour and your support.
Both of my novels, DARK END OF THE SPECTRUM and ABSENCE OF FAITH, both mystery/thrillers, were written out of fear, universal fears that I believe all of us consider at one time or another.
DARK END OF THE SPECTRUM is about Dan Riker, a computer security expert whose family is kidnapped by digital terrorists who take over the power grid and cell phone network and hold the United States hostage. Dan is the only one with the know-how to stop them, but the hackers have his family and he must decide to save his family or save millions of people.

While I wrote this book the fear of losing my own family pervaded my thoughts and I wrapped a plot around this fear using the latest wireless technologies and a lot of imagination. I still have my family and the thought of losing them is unimaginable. This was the fuel for DARK END OF THE SPECTRUM.

Dan’s life is well planned, predicted and uneventful like most of our lives and I wanted to see how Dan would react when all of that is shattered in an instant when his family disappears.

Does Dan have the courage to save his family or will he just give up because he never had to face such insurmountable odds? Will he save millions of people whose lives are threatened by the terrorists or will he save his family? The book is not just about technology.

These are some of the questions I addressed in the book and when or if you read the book you may ask yourself these same questions and maybe better understand your own capabilities.

ABSENCE OF FAITH also addresses universal fears when residents in a highly-religious small town have horrible near-death experiences and wake up with burnt skin.  They believe they went to hell and that God has abandoned them. Matters get worse when a local Satanic cult emerges and wins over many residents.

My fears of losing all hope and all faith in the face of a downturn in life is what spawned ABSENCE OF FAITH. Again, I was interested in how people would react if you stripped them of all hope and faith. Would they pick themselves up and continue their lives? What would they do when this great fear overtakes them.

These are the questions I address in ABSENCE OF FAITH.

Bestselling author and psychic Sylvia Browne writes in her book, Prophecy, that, “…our beliefs are the driving force behind our behavior, our opinions, our actions. Without faith, without our beliefs, we’re lost.”

I have always been interested in religion and why and how it has such a powerful hold on all of us and what would happen if it were taken away.

I not only wanted my books to entertain, but I also wanted them to inspire, educate and leave readers with something to think about after they put the book down for the last time. I wanted the books to be relevant to people’s lives today and some of the problems we all face in the journey of life. I hope my books are that and more.

Both DARK END OF THE SPECTRUM and ABSENCE OF FAITH are available as paperbacks from Outer Banks Publishing Group, Amazon.com and as ebooks from Smashwords.com and the Amazon Kindle.
Both books will soon appear on Barnes and Noble’s new ebook site.

Visit my blogs for tips on writing, publishing, and books, WRITING IS ABOUT PUTTING YOURSELF TO WORDS and THE WRITER’S EDGE.

Interviews can be found at

The Lulu Blog
Ask Wendy – The Query Queen
Gather.com




September 20, 2009

Online Book Review: Jill McCorkle Interview

Online Book Review Readers,

Welcome to the Online Book Review. This week I’m delighted to bring to you an interview I did recently with author Jill McCorkle. Jill’s latest book is Going Away Shoes, a short story collection that includes two pieces that were selected for Best American Short Stories. Jill’s work is among the most awarded and highly recognized Southern fiction of the past thirty years, and we talked a great deal about her writing process, her background, and how important “setting” is to her stories.

As always, thanks for visiting us here at the Online Book Review, and enjoy our interview!

Stacey

September 5, 2009

Online Book Review: News Item – U.K. Commonwealth Book Deal for John Rector

Online Book Review Readers,

Because we’ve had the good fortune to interview both John Rector and Al Guthrie here at the Online Book Review, this news item from Al’s Thursday twitter seems particularly appropriate to post here.

Al tweeted: “Simon & Schuster have just snapped up UK/Commonwealth rights to John Rector’s THE COLD KISS, THE GROVE and THE CLINIC.”

Congratulations, John and Al! And congratulations U.K. and Commonwealth readers (the real winners here), you’ll now get to read this great new American writer we’ve been blessed to have discovered on Kindle in the U.S.

-Stacey