Self-Publishing via POD versus Off-set Press Run - The Issue of Distribution

Every book I have self-published has been either print-on-demand or a Kindle or Nook ebook. I have no experience with off-set printing and the challenges of distribution using that approach to having a book printed.

A question e-mailed to me by an author who plans to self-publish made me think about the requirements of self-publishing using an off-set press run. Part of the argument for using print-on-demand is the pluses of not having to pay for a press run, store the books, ship the books and all of the assorted costs involved in that approach. Yes, the cost per copy is higher, but you have none of the other costs associated with the traditional approach to printing, both in terms of actual cost and time and labor.

So much is made of this part of the business model of print-on-demand that I think many authors have overlooked a key element of the model, distribution. I know I take for granted my books will magically appear on Amazon, Amazon Kindle, Barnes & Noble and Barnes & Noble Nook. Were it not for the distribution systems and networks of CreateSpace and Lightning Source, this would not be possible.

The author whose question triggered this thought process wanted to take advantage of the lower cost per copy of an off-set press run and wanted to learn how to gain access to distribution networks other than Amazon Advantage. I realized I have no idea of how to do this without the aid of CreateSpace or Lightning Source who simply provide this service as part of the overall package. I don't intend to learn how either. There are plenty of other things I have to master to be a success as a self-publisher.

Self-publishers have it good right now. Yes, there are big hurdles to overcome still to be financially successful but the availability of print-on-demand WITH distribution provides access to readers never before available.

Self-published books can now be distributed to bookstores?

Since I am in the process of updating my book on self-publishing with Amazon's CreateSpace, I have been examining the new services offered by the company.  The most noticeable additions are the author services such as editing, lay-out, cover-design, etc.  But the most interesting one is the expanded distribution service offered by CreateSpace that allows authors the opportunity to self-publish and have their book sold in a bookstore.

Conventional wisdom in the self-publishing industry has been that self-published books are nearly impossible to get bookstores to stock and that the long tail of Amazon has been the equalizer that allows self-publishing authors, particularly those who use POD, to sell their books.  The big advantage of using CreateSpace was its direct connection to Amazon, who owns CreateSpace, allowing authors to have the advantage of POD and access to Amazon.

While this opportunity sounds really interesting, and for some self-publishing authors it is certainly going to create some opportunities that did not exist before, I am wondering if this is more of a marketing ploy on the part of Amazon to draw more authors away from competing self-publishing/author services companies, than it is a real effort on Amazon to push its way into the brick and mortar bookstore business.

To take advantage of this new opportunity, the author must pay the $39 fee to use the Pro Plan, which is very reasonable for the many benefits this option provides, the most important of which is an outstanding price per copy for the author. If the author updates the book files and is using the Expanded Distribution Channel program, there is a $25 fee, which again is reasonable for the service provided.

The key to having this service be meaningful is the marketability of the book.  Bookstores will have to be convinced that sales opportunities are available and the book will make the owner a profit. If the book does not meet these requirements, a bookstore is not going to carry the book.

If an author decides to take advantage of the new EDC program, CreateSpace has even added an online royalties calculator, allowing the author to learn the royalties that each of the three CreateSpace distribution programs pay for each copy of a book sold.

In all of the information I have seen, the lone question that CreateSpace has not answered is there a returns option for the bookstore and how will this impact the royalties for the author.

This is an interesting development and how it will impact the self-publishing industry is not for me to predict.