Brick-and-mortar bookstores are on the ropes. The independents are doing 8% of the business and sales are decreasing. Remember when they had 100% of the market? Borders is thought by many to be terminal. Traffic at walk-in stores is down and impulse buying decreases proportionately with the lessening traffic flow.
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If the bookstores go out of business, who will the wholesalers sell books to?
If the bookstores and wholesalers go out of business, who will the six large (NY) publishers sell to? Amazon buys directly from the publisher - regardless of its size or number of titles - and more importantly, they will buy directly from the publishing author.
If the Gang of Six aren't selling books, will they cut back even more on their advertising? Publishers Weekly is cutting staff, including Sara Nelson at the top.
The once towering giants are also laying off editorial and support personnel as they bid farewell to the mid-list authors of books not pulling projected sales.
Some BEA exhibitors are cutting back their participation (booth space). There will be fewer book buyers because there are fewer bookstores buying books. If more large publishers cut back or bow out, what will happen to the book fair? If the BEA implodes, will the PMA/IBPA host a publishing University in New York this year?
The bright spot? The smaller, more nimble self-publisher.
Author-publishers who are closer to their buyer. Entrepreneurs who are "participants" in what they write about and publish. Authors are more proactive in promoting their books successfully. The internet is the great equalizer of the digital age.
Self-publishers know who their clients are, what information their readers want and where their buyers are. They can look into the mirror and see a reflection of their book buyer--someone just like them.
They can find and reach their buyers in specialty stores, at events/conventions, through special-interest magazines and newsletters, and via associations and clubs. These are the "non-traditional book markets"
Yes, "bookstores are a lousy place to sell books."
Self-publishers love talking their favorite subject in the social media: forums, blogs, Twitter, Facebook, and so on. Birds of a feather flock together to compare notes on the topic. Social networking is the way of generating book buzz exposure in the digital age.
With crises come opportunities. The self-publisher is best able to take advantage of the opportunities. In controlled chaos there is profit.
To quote John F. Harnish, Special Projects Director for Infinity Publishing, "this is author-originated publishing." Authors are cutting out the gatekeepers in the middle and selling their thoughts, information, and research directly to eager buyers. Niche books that mainstream houses were not interested in because of the small target market and low profit potential are being successfully and profitably published by the initiative of the author.
The future of book publishing in the digital age is bright--but it will be different.
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Source: Dan Ponter/Para Publishing
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