I have shocking news, and not-very-surprising news:
First, Amazon has replied to my blog posts. Or I think it has. Someone with the friendly name of "Brian" has replied to my posts by repeating all of Amazon's talking points. If you're not Amazon, Brian, then I sincerely apologize. However, you present Amazon's case so exactly that I'm going to call you Amazon anyway. Lest I misrepresent Amazon's case, you can read the reply
here.
That's the shocking news. The less surprising news is that Amazon reveals a rather complete ignorance of book publishing, from either the writer's or the publisher's perspective. I call it ignorance, because if it's deliberate misrepresentation, then Amazon's being downright evil. And I don't want to cast Amazon as evil.
In fact, let me speak directly to Amazon, and stress that I am not your enemy. I like the fact that readers find my books through your site, and that it has sold rather well for the Kindle. Terrific. But I have to be honest with you, Amazon: I'm stressing this because I'm afraid of you. Your little stunt of refusing to sell Macmillan books shows that you're ruthless with those who disagree with you. My books are only two of the tens of thousands that you sell; you can afford to cut me off, to pressure me into agreeing with you, whereas I cannot afford any such thing.
Now, let's turn to your argument, as presented in the comment by "
Brian." Your case is that the shift to online bookselling and e-book editions makes the current publishing business model obsolete. You claim, further, that the large publishers themselves are dinosaurs that soon will be extinct. They are "wasteful publishing giants," whose bloat is preventing "much better deals" for "authors and readers." Your idea is to get rid of publishers, in essence, and publish authors directly, or perhaps through very small publishers, granting as much as 50 to 60% royalties. In conclusion, Amazon, you say you have the "realistic e-book pricing" plan, and "to charge that kind of money for an e-book cannot be sustained."
Unfortunately, Amazon, you do not explain why online bookselling and e-books should make the current model obsolete. Sure, I can see why the model seems "broken" to you. It's getting in the way of your monopolizing the e-book market. But for everyone else in the world of books, the economics of the current model still makes sense. You claim that authors would do better under your plan, whereas, in fact, your approach would drive me out of business.
Allow me to explain. We have to begin with the question of what the "wasteful publishing giants" actually do, and inquire into the nature of their relationship to authors.
First, let's dispose of your spin-word "wasteful." Unless you've gone through the financials of the large publishing houses, and can point out how they waste money, it's just an attempt to tar your opponents in this debate. It's meaningless.
Second, and most important, large publishers provide authors with advances. This is essential for authors such as myself, who write research-intensive projects that require years of work. A publisher must be large enough to make this kind of investment; small houses, let alone independent writers on their own, just don't have the capital.
But your business model would eliminate advances. To that I say, who cares if royalties are 50% instead of 25%, if the author never gets enough money up front to produce the book in the first place? Under Amazon's no-publisher, no-advance "business model," research-intensive nonfiction books would only be written by hobbyists and academics. In other words, they will cease to be works of literature. I took seven years to finish my book; sure, I didn't live off the advance for that entire time, but it would have taken at least two or three times longer if I had received no advance. I wouldn't have written it!
Now, Amazon, I understand that you can live without my kind of book. You sell everything, so why should you care if I can't make a living? You'll have plenty of other kinds of books to sell, not to mention toasters, TVs, and tea cozies. But, with all due modesty, I think that eliminating professional authors will seriously impoverish our culture. I simply cannot afford to write a major biography on spec, and hope someday down the road to get those 50% e-book royalties you promise. (Which, calculated against a list price of $9.99, would still be less than what I get for hardcover sales.)
You see, you just don't understand how authors live and work. Without advances, we can't do it. Without publishers large and healthy enough to invest in us and our work, we'll be gone.
Yes, I have beefs with publishers. Since the Great Recession started, they've been cutting back on advances, and demanding pay-out schedules that are panic-inducing. But you don't solve these problems by eliminating advances altogether.
So, publishers provide advances, which allow authors to write for a living. What else do they do? To listen to Amazon, they do nothing else. In fact, they add much of the value of a book.
Even if all book publishing became digital overnight, we'd still need large publishers, with big pools of in-house talent. First, there's the editing. I have a top-notch editor, so I'm spoiled, but editors are necessary for every book. Authors need editors: it's that simple. If you don't see that, you've never written a book (not a good one, anyway). They also need copy editors (a different thing), proofreaders, and graphic designers. If you think a Kindle page of The First Tycoon is just taken from my manuscript Word file off my computer, guess again. Then comes indexing, designing the photo spreads, designing the cover, legal review, and deals for international and subsidiary rights. Let's not forget promotion. If you think the catalog and jacket flap copy or publicity don't matter for a book, you don't know anything about publishing. And book tours! If you're lucky enough to be sent on one, you know how valuable they are in building an audience for a book. You think you release a Kindle edition, and the book sells itself? Guess again.
All these people (and more) are needed for any book, digital or physical. They are not waste; instead, they add value. Have you, Amazon, ever seen a self-published book? Or even a book published by a publisher gone off the rails? I have. They are terrible: Unedited, full of typos, poorly designed, and just plain awful all around. The self-published bestsellers are so rare, among the legions of self-published books, as to be almost urban myths.
Speaking of self-publishing, that's one more thing "wasteful giant publishers" do: They shape the marketplace. Because their bottom line rides on success, they weed out all the garbage that's proposed to them. And let's be clear: Probably the vast majority of book proposals are worthless. Publishers screen out the junk. There's enough junk that gets published as it is; imagine what it would be like if everything got published, and there was no way to tell, except by reading them all yourself, which books were any good. Publishers back winners, and that helps us readers find what's worth reading. Whenever NPR or the Daily Show or a book reviewer highlights a book, it's because a publisher is presenting it to those venues, shaping the marketplace in an absolutely necessary way.
Are there unpublished or underpromoted gems? Of course. But they'll be even harder to find if we eliminate this screening and promotion process, now carried out by big publishers.
In other words, what publishers do is of immense service to authors and readers alike, and actually adds value to the books themselves. Snarky attacks on "wasteful giant publishers" doesn't change that. And this brings us back to my now-familiar argument about pricing.
Publishers have a fixed cost for producing a book, no matter how many are sold. That cost is the author's advance, plus all the work I've outlined above (and shown to be necessary). The publisher must recoup those costs, plus allow for a profit, plus allow room for a retailer to make a profit (including room for the retailer to discount the list price, if it so desires). The publisher, drawing on its experience in the book business, makes a calculation of how many units will sell, then sets the price to distribute the fixed costs across the estimated number, while allowing for the profit margin. When a book is in physical form, the list price also incorporates the variable cost or printing and distribution.
The fixed costs for producing a book can vary wildly. If the author had a big advance, or the estimated number to be sold is minor, then the list price must go up accordingly. If it required intensive design work (lots of photos or maps or other elements), if it required extra editing or copyediting, then the cost goes up. None of these things has to do with the printing and distribution, which usually represents only 12-15% of the cost. That's why two books of identical physical size are priced so differently. A Harry Potter book would sell so well, the fixed costs could be distributed among a huge number of units, lowering the list price, while a mid-sized biography of James Crowley McGuillicutty, inventor of the potato peeler, won't sell very many, requiring steeply higher list price. (No, there is no James Crowley McGuillicutty.)
So why should e-books all be priced at $9.99? Nothing has happened to make book prices less variable than they always have been, since digitization has little effect on the cost of producing books. Why aren't e-books priced at just 12-15% lower than the hardcover list price, to take out the cost of printing and distribution? I've yet to hear a real answer to these questions. The absolute only way in which you can reduce the list price of a book by half, a third, or nearly two-thirds (in the case of my most recent book) is if you vastly increase the number of units sold.
Does anyone seriously believe that putting a book on an electronic screen suddenly creates hundreds of thousands of new readers for that book? If they do think that, the statistics don't back them up. Yes, e-books are becoming more popular. But the statistics show that they are cannibalizing physical book sales. So the total universe of book sales—the total number of units sold—remains about the same. The economics of pricing remains essentially the same for e-books. Otherwise, someone loses.
Ah, but Amazon seems to want someone to lose: "wasteful big publishers." Of course: It's a retailer, the online monopoly, in fact, and it wants to make its suppliers knuckle under, just as Walmart does with its suppliers. But you know what? We authors can't write without those publishers. We can't afford to work without advances, or without all the work that publishers put into books. Readers may not know it, but they can't live without publishers either.