The Benefits of Working With Self-Published Authors

At a Winter Institute session that focused on how independent bookstores can form beneficial relationships with self-published authors, Paul Hanson of Village Books and Harvard Book Store’s Jeff Mayersohn shared details of their store’s successful practices, and Ron Smithson of Ingram Content Group introduced a program that will make it easy and profitable for indies to offer self-published works.

Hanson began by saying that being a bookseller and writer himself since 1989 has informed his philosophy and ethic. “Even the phrase ‘self-published author’ has a stigma around it,’” Hanson told session attendees. “We say ‘independently published author,’ because that increases their worth. And I challenge you to ask yourself if you’re treating independently published authors the way you want publishers to treat independent bookstores.”

Hanson shared his belief that many stores’ antagonistic behavior toward self-publishing is sending authors to Amazon in droves. Amazon “makes it easy for them to get past the gate,” he said.

Having the details of a store’s consignment program conveyed clearly, in a friendly tone, and posted on the store’s website is important, according to Hanson. And that information includes the authors’ responsibilities as well: whether or not they are required to replenish stock, pick up copies after a certain amount of time, or return to the store for payment.

At Village Books, there is a $25 processing charge for having a title accepted into the store’s consignment program, and profits are split, with 60 percent going to the bookstore and 40 percent to the author.

Be prepared to justify whatever split you choose, Hanson said, adding that this presents the bookstore with one of many educational opportunities for the author. Another such opportunity comes when the store explains why it would behoove authors to bring their friends and family into the store, instead of selling them copies directly. “We have to sell one copy every three months to keep their book on the shelf,” he said.

Village Books also provides writing classes for authors through partnerships with local universities and writing organizations. The organizations provide the facility and the publicity, while the bookstore provides the talent, said Hanson, and proceeds are split between all involved parties.

Lastly, the store’s program includes services to help polish an author’s work. “This is where your connections and experiences in the book industry are worth money,” Hanson added. “Share some of that with your customers for free, but charge for more.” Village Books offers assistance in editing, writing proposals and marketing copy, PR, and publicity. The first class is usually free, and then they increase in price.

Village Books uses its Espresso Book Machine (EBM) to print self-published books, which is “the largest demonstration that we support writers in our community,” said Hanson.

Harvard Book Store’s Mayersohn said it’s his view that bookstores have a number of stakeholders in the community: publishers, writers, and staff members. “We see it as our job to facilitate the interaction among all those groups,” he said. “And we've made a substantial commitment to providing a venue to the local writing community.”

Harvard typically accepts three or four copies of self-published books and splits profits 60/40. However, it is the obligation of the author to return to the store to replenish stock and receive payment.

“We’re as flexible as we can [be], but we put the responsibility on the author,” said Mayersohn.

Authors can publish their works using Harvard Book Store’s Espresso Book Machine, but, while many stores with EBMs have established their own imprints, Harvard decided against it, because Mayersohn did not want to risk the legal liabilities that might come along with it, such as copyright infringement or defamation.

Harvard refers writers who want to polish their skills to Boston’s Grub Street, a community institution that offers writing classes and workshops. “We see this as a way of building community,” Mayersohn said.

Most self-published authors sell about two or three copies in the store. However, Harvard has had some bigger successes, including a book written by the former chief psychiatrist of Boston’s McClean Hospital, which sold 50 copies on consignment.

The biggest challenge for the store is marketing, said Mayerson. Like all authors, self-published authors want shelf space and readings in the store. At Harvard, their books are on the wall next to the Espresso Book Machine, since the machine itself is an attraction.

Events with self-published authors are “commercially successful in terms of the number of books sold,” said Mayersohn, since authors typically bring friends and family and “at no other reading is there such pressure on purchasing a book.”

Ingram’s Smithson introduced a program in the works through a partnership with Author Solutions (ASI).The program, which is currently being tested, will allow indies to earn revenue while supporting local, self-published authors.

Through Ingram publishing packages from ASI, authors will get to choose which participating independent bookstores they want to stock their books. If a chosen store agrees to bring in five copies of a book with a 90-day on-shelf commitment, the bookseller will receive $300.

Bookstores will also be offered the opportunity to host author signing events. For each Signing/Stocking program, the bookstore will purchase 20 books, provide a complimentary table, and actively promote the signing in store communications. Under this agreement, ASI will pay a store $700.

Another component of the Ingram/ASI agreement is an affiliate program. Under this arrangement, a bookstore that is a registered and approved affiliate will receive a $100 for each publishing package sold as a result of a store referral. To promote the program, stores will receive a counter display and cards with contact information for Author Solutions.

Booksellers who are interested in learning more about the Ingram/ASI program can contact their Ingram rep or Ingram customer service, or by calling (800) 937-8200.