indie publishing

Audiobooks are the current gold rush in publishing””or so they say, and you know “they” always know what they’re talking about. If you don’t get on the audiobook wagon, you are sure to lose out.

That might or might not be true. But one thing that is true, without a doubt, is that listening to a book narrated aloud is an experience unlike that of silently reading text. An audiobook can make or break a book for the listener. In the hands of a poor narrator, any book can be crushed. But in the hands of a skilled narrator, even humdrum text can take flight, and sparkling text can soar. The latter is an experience you might want to serve up to your readers. But if your publisher isn’t doing it, or you’re an indie writer and are your own publisher (I’ve been in both positions), how do you make it happen?

I’ve spent much of the last year getting some of my best work into audiobook, and I won’t kid you””it’s not easy. But you can do it. The landscape of audio publishing has changed quite a bit in the dozen or so years since my agent placed nine of my books with Audible, the 400-pound gorilla in the business. For that process, I didn’t have much to do beyond providing the text, except offer pronunciation guidance to the (Audible-chosen) narrators who asked. What I got from the deal was a mixed bag: some recordings I could be truly proud of, and others that made me wince.

As it happened, my best-known books were not part of that deal, because of the audiobook rights being held by my print publisher (who was not exercising them). It took years to get those rights reverted, and when the reversion came, it was just in time to miss a window of opportunity to get the books into Audible. Curses! Rotten luck!

Or… maybe not. Eventually, my failure to land The Chaos Chronicles at Audible (with a narrator chosen by them), led me to approach a narrator whose work I loved and admired””Stefan Rudnicki, a Grammy and Hugo-winning artist, whose natural voice is somewhere down in the frequency range of James Earl Jones’, and just as captivating.

Stefan liked the book I pitched to him, Neptune Crossing, and he secured a deal to have it recorded by him and published through Blackstone Audio. He did a great job, and Blackstone got it out in great shape, and all was grand. Except… it didn’t sell. Not very well, anyway. It’s a terrific audiobook (in my opinion), but it was the first and only book in the  series. Who wants to buy the first book and find that there are no more? Approximately nobody, apparently.

Blackstone, discouraged by the sales, didn’t want to fund the rest of the series. I was on my own if I wanted the books that I considered some of my best work turned into audiobooks. Stefan was eager and willing. Stefan is also a top-tier narrator who works with a top-flight director and top-notch engineers. I could pay Stefan out of my own pocket, and the rights would be mine forever. My books tend to be long. The cost for finished recordings clocked out at around $4000-6000, per book. Eeek. It seemed impossible.

However, fortune seems to favor the foolish, because some unexpected funds came to me that made it possible to pay for books 2-4 in the series. And around the time those were finished, some different unexpected funds came in that enabled me to contract for Books 5-6, my recently published The Reefs of Time and Crucible of Time. I had spent eleven years writing these books, and after a career of working with traditional publishing, found myself without a publisher””and put them out myself, as my first self-published originals. They meant a lot to me. And so I made the choice””not an easy choice, mind you””to take some money that I might have used for other purposes, and invested it in having my books recorded.

That point bears repeating: the money was an investment in the future. An investment for my readers to have new ways to discover my story, and an investment in future earnings, even if the time to recoup my costs is measured in years.

Great, I can hear you thinking. How does this help me? Well, you might not have the particular good fortune of money coming just when you need it. But there are other ways to fund these projects. You might crowd-source the expense. You might find a narrator who’s newer and charges less, or is willing to record for a share of the royalties. The two major audiobook self-publishing platforms both offer ways to do this. There are avenues.

And that brings us to the second big question: Even if you get your audiobook recorded, how do you get it before an audience? You may already know that ACX.com and FindawayVoices.com are the two big players. But which do you want to work with, and why?

How about both?

I started out by leaning toward Findaway, mainly because they distribute to more than 40 stores, including Apple, Audible, Amazon, Google, Kobo, Nook, Overdrive (library sales!), and many more. ACX distributes to just Audible, Amazon, and Apple. Add to that Findaway’s 80% of net royalty rate, versus ACX’s 40% (if you go exclusive), and it seems like a no-brainer.

But maybe not. If you distribute through Findaway to ACX (which is how they distribute to Audible and Amazon), you only get 80% of the reduced nonexclusive royalty of 25% from ACX. For many people, Audible, Amazon, and Apple are where most of the sales come from, so that might not seem like such a good deal.

Personally, I lean strongly toward wider distribution, both for philosophical reasons and practicality. (I don’t want Amazon to control everything, and I don’t want to put all my eggs in one basket.)  So I went with Findaway for maximum distribution.

Uploading to Findaway is a pretty straightforward, if finicky, procedure. You learn right away if a chapter file flunks some fiddling technical specification. So you know when you’ve nailed it, and your book starts showing up pretty quickly, at least in stores like Apple, Nook, and the other big outlets.

But all was not rosy with the Audible/ACX distribution. The “ingesting” process is slowwww. Where things started going wrong was when it turned out that ACX has more exacting standards””not in quality, but in finicky attributes such as the exact amount of silence (room tone) at the beginning of a chapter, or the precise length of a sample. Two or three months can go by before you learn that your book failed acceptance at Audible. That’s a long time when you’re trying to rev up interest in a new book.

I finally came around to this: Submit your book to both places. At ACX, choose nonexclusive distribution. At Findaway, exclude Audible and Amazon from your distribution. It’s more work, but you get the widest possible distribution, you’ll be up at Audible much faster, and the royalty rate is better. You’ll also get a better reading of where your books are selling.

Support at ACX, in my experience, has generally been quite good. At Findaway it has ranged from meh to excellent.

Since last fall, I’ve released three books in audiobook format: Strange Attractors, The Infinite Sea, and Sunborn. Books 5-6, The Reefs of Time and Crucible of Time, are being prepared for fall 2020 release.

Has it brought me riches of sapphire and gold? What do you think? (The correct answer is no.) It’s a marathon, not a sprint. I don’t know when I’ll break even, so in that respect as in many others, this is a labor of love. But it’s also a way to more richly present my stories to the widest possible audience. A way for folks in their cars, or at the gym, or walking their dogs to discover my work. It’s an investment in every conceivable meaning of the word. So, yes””a labor of love. But one that I hope will pay dividends for a long time down the galactic road.

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JEFFREY A. CARVER has been writing character-driven hard science fiction/space opera since the 1970s and is still hard at it. His novel Eternity’s End was a finalist for the Nebula Award, and his Star Rigger novels and ongoing series The Chaos Chronicles have gained a wide and appreciative audience. Battlestar Galactica fans will enjoy his official novelization of the 2003 BSG Miniseries. Last year he published an epic two-volume novel, The Reefs of Time and Crucible of Time, which are widely available in ebook and print, and will be out in audiobook in the fall of 2020.

You can read about his books at https://www.starrigger.net, where you can also subscribe to his blog and his occasional newsletter. Or you can find him on Facebook at https://www.facebook.com/jeffrey.a.carver.

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If you’re an author or other fantasy and science fiction creative, and want to do a guest blog post, please check out the guest blog post guidelines. Or if you’re looking for community from other F&SF writers, sign up for the Rambo Academy for Wayward Writers Critclub!

It all started innocently enough about five or so years ago. A fellow author sent me a link to an article about the Book View Café, and we figured: why don’t we do something like this? By this stage many of us in our small circle of writerly folks were already rather jaded about the opportunities available in the industry””especially for those of us who live in far-flung places like South Africa where there isn’t a big market for SFF fiction. Some of us had already been agented, had sold novels to big publishing houses. Some of us were not making it out of the slush pile yet”¦ or were exhausted by all those full requests for submissions that simply vanished into a sticky silence. Added to that, some of us also had had unpleasant experiences with small presses going under, taking their back catalogue out of print. And a good handful were simply daunted by the war stories told by their author friends who’d already had a mad whirl on the merry-go-round of getting published and had their fingers burnt.

When we put our heads together, we realised that within our core group, we possessed all the skills and experience already garnered in the publishing industry so that if we helped each other, we could do the same, if not better, than a publishing company.

But then why not set up our own small press?

I can give you one word for that: Freedom.

Instead we envisioned a co-operative, very similar to the one described in the Book View Café post, and Skolion came into being.

Our vision for our co-operative is underpinned by that one small word: freedom. Anyone who’s had a book stuck in a bad contract will understand why that one little word is so important to authors who’ve had a raw deal. We desired a situation where authors wanting to go their separate ways did not have to untangle their titles from a contract. We are a small group that works on a handshake, so it goes without saying that mutual trust is also highly valued.

So, how do we make it work?

While the group is a voluntary association, three of us have agreed to take on management positions in terms of editing, administration, and marketing. We are also looking into setting up as a non-profit organisation at some point in the future, and to that end, we’ve gone as far as drawing up a constitution for our co-operative that sets out clear goals and how we operate. While we aim to be flexible, we also believe in clearly defining how our processes work. This helps to keep us on track.

The emphasis of our work as a co-operative is on quality, not quantity. These days, there’s an alarming trend of indie authors putting out a book a month. This often results in the minimum viable product falling into the hands of readers. And readers aren’t idiots. They know all too well when they hold an inferior product in their hands. We aim to avoid that. We recognise that a good book is a work of art that may require more than one set of hands and eyes to help shape it. And time. From within Skolion, we help each other by assessing each other’s work with care and diligence. We are attentive readers who love our chosen genres and know what to look for in terms of story-craft. Thereafter, a story will enter however many editing rounds as needed before it goes through to layout and formatting. And of course, the all-important proofing takes place as well.

We place emphasis that power lies primarily within the authors’ hands themselves. They get to make important decisions about how and when they want to publish, how they wish to set their prices. As a team, we stand behind them, help amplify their social media reach, provide encouragement and support. It’s a win-win situation.

But what about co-operative vs. traditional publishing?

So, the question people sometimes ask, are publishers even necessary in this day and age? The answer is simple: of course! Depending on the publisher, they can offer authors much in terms of reach, expertise, and marketing. Big publishers will have many resources upon which they can draw, be it an existing footprint in terms of marketing, access to professional editors, and of course print distribution (this last being where indie publishing often can’t compete.) Depending on the project, the right publisher will absolutely be the right option for an author. But these days, with many publishers being averse to risk-taking, it’s also safe to say that not all projects are suitable for a particular publisher. Hence the reason that many authors are embarking on hybrid careers that span the range of traditional and small press to self- or co-operative publishing. And it’s the latter that I believe marries up the best of both worlds when it comes to traditional and self-publishing. Skolion supports its authors when they have books that won’t quite suit the traditional publishing model.

Where to start, though? How can you set up your own co-operative?

A few years back I encountered an interview with a well-known film director who talked about collaboration, and about “˜making it’ in a tough industry. I also believe his advice is applicable to other creative industries. Now I’m going to paraphrase horribly, because for the life of me I can’t track down that particular interview. The basics were that authors should not glomp onto people who’re further up the feeding chain than they are. Don’t ride others’ coattails, in other words. Often enough, these luminaries in your chosen field already have their network set up, the people they’ve grown accustomed to working with on projects. And they’ll be busy. They’ll have many obligations. I can guarantee that.

I’m going to be brutally honest here. The chances of one of these public figures noticing you long enough to either give you a shout out that will have tangible impact on your career or even to give you a hand up are slim to none. These folks are where they are because they’ve worked hard, as should you. Now I’m no Neil Gaiman, I’m a freelancer, and I’ve got zero time to read someone’s story just to give an opinion. (And neither can Neil, I’m sure.) Unless you pay me. Then we can talk.

Instead of hanging onto your favourite celeb author hoping for morsels, create a network of authors and creatives who are in a similar space where you are. Sure, some may have a novel or two out already. Or a novel being submitted. Or even have a few they’ve self-published. The trick is to help each other, to create a semi-closed network of authors and creatives who are willing to help each other. And, most importantly, a close circle of authors who trust each other. This last is a vital ingredient in making a voluntary association of authors work well.

How does Skolion handle the publishing process?

At first, we spend time beta reading and proofing for each other, and we maintain a list of the various skills folks have to offer. Various members can handle tasks such as layout, design or formatting, and if for some reason we need to outsource, we have a list of preferred professionals. We constantly pick up tips from our fellow indie authors to find out who they’ve worked with in the past and use people who have a good reputation in our chosen genres and who understand what we need.

We also set up a schedule and decide between ourselves on a realistic publishing timeline. This way we prevent books from releasing in clumps. We assign tasks to people, such as beta reading, editing passes, layout and formatting, as well as coordinating any marketing initiatives to help promote new and existing releases. With any outsourced work, we’ve found it best if the author herself pays for any work that needs to be done, be it commissioning illustrations or cover design. As far as possible, we split any costs that might come up to be as fair as possible. These could be related to hosting a website, paying for the design and printing of pull-up banners or booking a table at a convention. If any issues come up, our committee will discuss the best course of action and then inform other members of the co-op, in order to find a solution that will fairly accommodate everyone.

Perhaps the most important qualities we’ve discovered are patience, teamwork, and a willingness to play the long game without egos getting in the way. We understand that in this game of making books, we are in the process of breathing life into people’s dreams. After all, it was other people’s dreams made concrete in the books and films we adore that brought us this far.

The Skolion authors’ co-operative has been active since 2016, and for us it’s the journey that matters. Our authors include myself, Amy Lee Burgess, Cat Hellisen, Cristy Zinn, Carrie Clevenger, Icy Sedgwick, Jenny Rainville, Laurie Janey, Masha du Toit, Stacey Reilander, Suzanne van Rooyen, Tallulah Lucy, Toby Bennett and Yolandie Horak. Since working within the co-operative, many of our authors have gone on to win literary awards, or at least make long- and shortlists. For us it’s about having that all-important buddy system that helps us ensure that our work is the best that it can be. Find out more about us at www.skolion.org

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BIO: Nerine Dorman is a South African author and editor of science fiction and fantasy currently living in Cape Town. Her novel Sing down the Stars won Gold for the Sanlam Prize for Youth Literature in 2019, and her YA fantasy novel Dragon Forged was a finalist in 2017. Her short story “On the Other Side of the Sea” (Omenana, 2017) was shortlisted for a 2018 Nommo award, and her novella The Firebird won a Nommo for “Best Novella” during 2019. She is the curator of the South African Horrorfest Bloody Parchment event and short story competition and is a founding member of the SFF authors’ co-operative Skolion, that has assisted authors such as Masha du Toit, Suzanne van Rooyen, Cristy Zinn and Cat Hellisen, among others, in their publishing endeavours.

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If you’re an author or other fantasy and science fiction creative, and want to do a guest blog post, please check out the guest blog post guidelines. Or if you’re looking for community from other F&SF writers, sign up for the Rambo Academy for Wayward Writers Critclub!

Everyone says that indie publishing is the wave of the future. Avoiding gatekeepers, who are often prejudiced against particular ideas or demographics, and putting your work out there to see if it will sink or swim on its own, puts the power (and the money) back in the hands of the writers. I had an unusual idea and format that I realized would have difficulty finding a home because of its experimental nature, so I though I would give it a try.

Here’s the problem: It’s not free.

Amazon and others try to make you believe it’s free, but only if you want to give away a significant royalty chunk, and only if you don’t hire an editor (bad,) don’t hire a cover designer (worse,) don’t hire a formatter (fine if you have lots of time on your hands and are handy with computer programs; awful if not,) and don’t do any marketing or ever buy a copy to sell to your friends or at cons. If you do decide to go for it without any resources, people will dismiss your cover as tacky, your prose as terrible, and no one is ever going to see it in the sea of newly available titles anyway.

Not to mention there’s still the whiff of vanity publishing about it, so no matter how good you are, or how well you do, some people will never take you seriously.

If you want to succeed at indie publishing, you have to be seen in the vast herd of new titles appearing every day. It takes money. That’s fine if you can afford it, but I found it daunting. So I asked myself, “How can I publish a book without defeating the purpose? How can I find capital that doesn’t eliminate my bottom line?”

I launched a Kickstarter to bring my Wyrd West stories to print. I budgeted for cover design, formatting, editing, marketing and stock purchase. And I asked my readers to contribute.

The response was better than I could have hoped. The Kickstarter was successful. The end result was a beautiful, professional book I had every right to be proud of, many of which were going directly to the readers that funded them.

But can this said to be truly self-published? I don’t think it can. This is a new way of doing things, in which readers choose to fund what they want to read. It puts the power directly in their hands. As it should be.

Even the backing of the Big 5 doesn’t guarantee a book’s success. It has to find an audience. It has to have resonance with the people who read it. Readers aren’t going to fund bad ideas, and if you’re a bad writer, they’re not going to support you more than once. So rather than being vetted by small groups of people on the top of a big pyramid of status and business acumen, Crowdpublished projects are vetted directly by the public.

As a writer, here’s a look at the differences I’ve found between being traditionally, independently, or Crowdpublished:

	Traditional Publishing	Indie Publishing	Crowdpublishing
Getting the Book Published in the First Place	You may not be able to get a publisher interested. Chances are you will have a long wait. If you try something that’s too far outside of the mainstream in subject or presentation, don’t count on it. The publisher covers all publishing expenses and pays you a royalty.	You can get the book published whenever you want. You are entirely responsible for expenses & getting people to read it. On the other hand, you get to keep a larger share of the royalty.	If your audience will sustain your idea, you can publish the book whenever you want, and you know they, at least, will read it. Chances are they’ll get their friends to read it too, because they wouldn’t have invested if they didn’t think it was a good idea. If you’ve budgeted correctly, the expenses of printing some of your books, at any rate, will be covered. You receive indie royalties.
Editing	A professional editor who works for the publishing house will be provided to edit for you. Sometimes this leads to personality conflicts, but ultimately, it is the editor’s job to make your book into a marketable product, and that’s what they’re going to try to do.	There are good editors and bad editors out there in the indie world, and you have to pay one. Some charge very good rates, others higher ones. Unless you’re dealing with a professional service with multiple editors, rate doesn’t necessarily indicate quality. However, most writers have no idea what makes a good editor, and it’s not just whether they can copyedit your spelling mistakes. A good editor will also be trying to make your book into a marketable product. That means they have to know what that looks like, and in my experience, the vast majority of indie editors haven’t a clue.	You have all the innate disadvantages of indie editing, except that you can budget for that in your crowdfunder, so you can spring for the professional firm or someone you trust right away.
Cover Design	Your publisher decides on the cover, but will pay artists & designers to make it for you.	You have the final say over the cover, but either you have to figure out Cover Design 101 or pay someone to do it well.	You have the final say over the cover, but your readers cover the expense of creating it.
Creative Control	Your publisher has the final word on what will & will not go in the book.	You have complete creative control.	You have creative control ““ provided your readers will support your idea.
Marketing & Promotion	Your publisher expects you to do more of this than they used to, but they will still do a lot of it for you. They’ll market to bookstores and contact radio shows and podcasts. You will still be expected to use your own platform (especially online) to market, and you’ll probably still have to pay for your own book tour. They will decide much of how you and your book should be presented to the public.	You are entirely responsible for the way you market yourself and your book. You’re also entirely responsible for the expenses. You probably don’t know as much about doing it as a professional publicist does, so there will be a lot of trial and error. Often, some of the places you’d like to promote to won’t talk to you because you don’t have a publisher’s clout.	You still have many of the inherent problems of indie marketing. The exceptions are a) you are NOT entirely responsible for expenses (you can budget for that,) and b) a crowdfunding outlet is already a marketing platform. If you succeed at your goal, some shows who wouldn’t have talked to you as an indie will, because it’s a heartwarming success story and it’s apparent you do have an audience.

I realize that Crowdpublishing is a bit like being PBS instead of MSNBC. You know that you have an audience. Although it might not be as easy for you to reach them as it is for corporations, that audience is dedicated enough to supporting your work that they are willing to ante up, sight-unseen. It’s “Funded in part by readers like you.”

It’s a godsend for SFF story markets. Many respected pro- and semi-pro markets use the Crowdpublishing model, including Clarkesworld, Uncanny, Strange Horizons, the entire EscapePod family, Third Flatiron, and more. And most SFF writers I know use the Crowdpublishing model, at least as far as setting up a Patreon, whether they’re just starting out or just shy of the New York Times bestseller list. I think this should be a point of pride.

I don’t believe that indie-publishing deserves its “lesser” reputation, because garbage gets published in all fields, and a big imprint is by no means a guarantee of quality. But I think when we’re asked if our project was self-published, we should smile and say, “No, it was Crowdpublished.” I think it’s a selling point.

I believe that any path a writer takes to success is a good one. Some people are really successful in the traditional or indie-publishing models, and regardless of which path they’ve taken, it’s hard. These are accomplishments worth taking pride in. But I think we should start thinking of Crowdpublishing as a third path within the literary market. There’s traditional publishing, and indie-publishing, and Crowdpublishing.

If you’re a writer who produces your own books, or a magazine editor, and you have a Kickstarter, GoFundMe or Patreon for the purpose, your work isn’t indie-published; it’s Crowdpublished. It’s not self-funded, or funded by shareholders; it’s funded by the public. And I think we should start talking about it that way.

Diane Morrison in an emerging neo-pro writer who just successfully ran a Kickstarter to publish her book, Once Upon a Time in the Wyrd West, available this month. She’s also appearing in Third Flatiron’s Terra! Tara! Terror!. This fall she will be offering a class through the Rambo Academy on finding time to write when you have none. Under her pen name Sable Aradia, she is a traditionally-published non-fiction author and blogger. She lives in Vernon, BC, Canada and she manages the SFWA YouTube channel. Right now, she’s doing a giveaway to support her Patreon membership drive. You can catch her on Twitter as @SableAradia, which means she’s not writing when she should be.

Enjoy this writing advice and want more content like it? Check out the classes Cat gives via the Rambo Academy for Wayward Writers, which offers both on-demand and live online writing classes for fantasy and science fiction writers from Cat and other authors, including Ann Leckie, Seanan McGuire, Fran Wilde and other talents! All classes include three free slots.

If you’re an author or other fantasy and science fiction creative, and want to do a guest blog post, please check out the guest blog post guidelines.

This is the final part of a four part series. In this part, I’ll talk about plans down the road and make some predictions for what SFWA will witness over the next few years. Overall, I think it’s going to be nothing but positives and that SFWA will continue its tradition of helping authors.

The series so far:

1. Part one describes the organization and its history.
2. Part two talks about the decision to admit independent and small press published writers.
3. Part three talks about what happened when the independents were first admitted.