The Self-Publishing Stigma
Debunking myths about independent books
Non-traditional publishing has a stigma so pervasive that even our own community looks down on it. For example, before my father died, he published a book he’d been working on for over a decade. He chose to self-publish because he was worried the subject matter—the 1921 Tulsa Race Riots—was too controversial for a traditional publisher (despite having received an encouraging letter from Alfred Knopf several years earlier). We contacted an independent bookstore in his hometown to see if they would be interested in hosting a meet-the-author event for a local writer. However, the bookstore told us they didn’t “have the time” to vet self-published books and turned us down. Although their website asks customers to support independent booksellers like them, they wouldn’t do the same for an independent writer.
Self-publishing is more popular than ever, and not just among new writers. Let’s debunk some of the top myths about these platforms and normalize the alternatives to traditional publishing.
Myth #1: Independent books won’t be as good as traditionally published books because agents, editors, or publishers haven’t vetted them.
Reality: I doubt Kim Kardashian’s Selfish or Snooki’s It’s a Shore Thing were picked up for their literary value. Traditional publishers want to make as much money as possible, and a great book from an unknown author may not promise as much income for the publisher as mediocre writing from a celebrity.
Myth #2: Self-publishing is a last resort, something for writers who can’t make it in the traditional world.
Reality: Andrew Weir, author of The Martian, initially serialized his novel on his website before Crown Publishing Group picked it up. Now, two of his books have been turned into major movies. The hugely popular science-fiction author Brandon Sanderson crowdfunded four of his novels. Even Mark Twain pursued alternative publishing. The traditional route isn’t for everyone, sometimes even the big guys.
Myth #3: There’s no money in self-publishing.
Reality: If you’re a savvy self-promoter with a social media presence, you can rack up book sales. Just look at Winterset Hollow by Jonathan Edward Durham (no relation), which has become widely read, thanks in part to his very active Facebook and Substack accounts. Also, self-publishers get much higher royalty rates than writers who go the traditional route—upwards of 75% vs. 25%. If you’re willing to spend some of your own time and money on advertisements, social media management, and booking your own promotional events, you can get paid for all your hard work—as you should.
Myth #4: Self-published books are made of lower-quality materials than books produced by major printing houses.
Reality: While I have seen some blurry, pixelated covers on self-published books, this seems to be a problem with the original image or the author’s lack of graphic design experience. Make sure you follow the printer’s recommendations on image size and review the proofs before agreeing to print. Consider hiring a freelance graphic designer to help you create a stunning layout. My dad’s book has a beautiful glossy cover and feels just as good in my hands as any other paperback. Be choosy and go with a company with a good reputation and will print a high-quality book.
Myth #5: You won’t get your book into big stores.
Reality: When my dad self-published his book, the company he went with got it into major retailers like Barnes & Noble, Target, and Amazon. The same company also advertises their new releases in Poets & Writers magazine, though I am sure there is an additional fee for this. Regardless, it was way easier to get my dad’s book into big stores than it was to get it into independent shops.
Whether it’s a collection of poetry or a sprawling fantasy epic, self-publishing offers many advantages over traditional publishing. It yields higher royalties for writers, authors retain rights to their books, and no publishing house can match your enthusiasm for promoting your book. However, if you decide to go the self-publishing route, hire an editor and enlist some beta readers to ensure your book is free of errors and of the best possible quality.
Sources
https://www.jonathanedwarddurham.com/
https://www.britannica.com/biography/Mark-Twain
https://www.nytimes.com/2022/03/03/books/brandon-sanderson-kickstarter.html
https://indiereader.com/2016/10/6-famous-authors-chose-self-publish/
https://nathanbransford.com/blog/2024/05/self-publishing-vs-traditional-publishing-how-to-choose
https://insights.bookbub.com/indie-vs-traditional-publishing-which-path-right-you/
Great summary! I do hope the self-publishing stigma is disappearing because you are right on all these points and self-publishing is a real option.
I am often advising new and established authors on best publishing routes and I think there are four additional things that should come into the decision to self-publish or not.
1) You can begin the self-publishing process today and get your book out in a matter of weeks or months; the publishing journey thru agent or publisher can take 18-24+ months, then you typically wait another 8-14 months for your first royalties check. There are opportunity and income costs to all this lost time.
2) The learning curve for self-publishing is steeper than many imagine. If you choose this route, you need to commit to learning--from Google, from AI, from others, from Reddit, from books, from workshops, etc. Don't underestimate how hard it can be to be new at something/learn from scratch as an accomplished adult successful in another field.
3) Regardless of what publishing route you go--self publishing, hybrid publishing, and traditional publishing, the burden of sales and marketing is on you. The sooner you start the better. The more you're willing to do, the better. The biggest advantage that a publisher brings in the sales/marketing arena is their distribution system.
4) Small and independent heavily lean on big in this ecosystem. Small, independent bookstores rely on the big NY publishers and their best-sellers and brand-name authors to stabilize their income and small, independent authors and publishers often depend on Amazon for their stability.
Nice summary! Since self-pubbed authors are small businesses, most strive to provide a product to compete with trad publishers, completely belying Myth #1. Self-publishing has come a long way, but obviously, not yet far enough.