I have two publication anniversaries. I have 23rd May which is the day that my debut novella was published and today – 3rd June – when my debut novel was published, both seven years ago. I tend to think of today as being my proper publishing anniversary as the novella snuck in last minute as a prequel to my debut series and the big build was for the publication of Searching for Steven (now New Beginnings at Seaside Blooms) on 3rd June 2015.
I sometimes do reflective posts to celebrate key milestones and these usually involve me talking about my journey to publication and the struggle of the first five years as a published author. Today, I am going to be reflective but in a different way. I want to look at some of the changes that I’ve noticed in the publishing industry during those seven years. I emphasise the use of the words ‘I’ve noticed’ as this isn’t some deep research piece; it’s my observations.
I’ll start with some of the really positive changes/initiatives I’ve seen…
INCREASE IN AUDIO POPULARITY
It’s widely reported that audiobooks have had a massive surge in popularity over recent years. I’m not going to quote facts and figures at you but, believe me, we’re talking enormous. The pandemic helped but they were already on an upward trajectory.
Audiobooks have made reading accessible to a much wider audience and I love hearing from listeners as to when/where they listen as it’s so varied – while out walking (with or without a dog), driving, when struggling to sleep at night, while doing household tasks like ironing or cooking – as well as those who love audio because reading is a challenge due to chronic illness, eyesight, arthritis or any number of other health issues.
One of the (huge number of) wonderful things about my publisher, Boldwood Books, is that they don’t wait until a certain amount of time has passed or a certain level of sales are attained before an audiobook will be considered. It’s part of the multi-format offering right from the start, meaning all preferences are catered for from publication day.
A positive initiative within audio is the Audible Plus programme. Launched in the UK in July 2021, this is a catalogue of over 7,500 titles which are free to Audible subscribers. I will admit that I had a moment of panic when Boldwood contacted me to say that six of my titles were going into Audible Plus, especially when I only had eleven books out at that time meaning we were giving more than half away for free. It has, however, turned out brilliantly because I regularly get messages from readers or see reviews stating that the listener wouldn’t have picked my books but decided to give one a try as it was free and they became hooked, finishing the rest of the series – or even my whole audio collection – using their credits.
The six titles of mine are shown in the graphic below and it includes the first of the Hedgehog Hollow series and the first two of the Welcome to Whitsborough Bay series, acting as great hooks into the rest of those two series.
AUDIOBOOKS AVAILABLE ON STREAMING SERVICES
The way people listen to music has changed a lot over the past decade. I’ll admit that I’m old school and still buy CDs although I need to change that because all I do is upload them onto my Mac and listen to them there. We own a CD player but it’s old and past its best and I got a pre-loved car recently and it doesn’t have one so I don’t really have anywhere to play them!
Anyway, streaming services are where it is for music but did you know that you can also listen to audiobooks this way? It’s not promoted by Spotify or other providers because, while a CD is naturally broken down into tracks, a book isn’t. Boldwood use a company called Zebrulation who carve up the audiobook into three-minute tracks to fit the streaming model. If somebody has subscribed to a streaming service and is listening to a streamed book that way, they won’t notice any difference to listening to it on Audible. However, if they’re listening to a free version with adverts, they’ll have 3-4 tracks and then an advert. The advert break may come mid-sentence so it’s not the ideal listening experience but it’s another format which some will love.
The author gets paid, even if the listener is using a free streaming service.
RETAILERS WORKING WITH INDEPENDENT PUBLISHERS
Historically, if you were with an independent publisher, you had pretty much zero chance of getting into a bookshop or supermarket as they would only deal with the big publishers. If an author has the confidence to approach their local indie bookshop, WH Smith or Waterstones, they might be able to convince them to stock copies of their books and even host a signing event but this various massively from shop to shop. Some are very receptive and some aren’t.
Recently, there has been some evidence of supermarkets and chain retailers trialling books from smaller publishers. The Works have been leaders in this. They’ve had a programme with Boldwood since spring 2020. It stalled at the beginning as we went into lockdown when the first books were meant to go into store, and it had a hesitant re-start but it’s back on track and I’m very thrilled to have had six books into The Works so far. Family Secrets at Hedgehog Hollow has gone into shops very recently and readers may still find copies of New Arrivals at Hedgehog Hollow loitering on the shelves if they’ve been placed high, low or behind other books.
This week it’s half-term and I went through to Monks Cross, a retail park on the outskirts of York, with my daughter. That’s where our nearest Asda is and I can’t resist looking at the books any time I’m in a supermarket (not very often as hubby does the food shopping). I was delighted to see Boldwood author Erin Litteken’s The Memory Keeper of Kyiv in there. It’s the only Boldwood book to go into Asda so far but it’s a fantastic start and huge congratulations to Erin.
Another Boldwood author is going into Sainsbury’s but I can’t say who yet as it’s not my news to share but hopefully that will also pave the way for others. And there’s some other exciting news involving a high street retailer which will also hopefully be a success. (Apologies for being cryptic but it’s also not my news to share but fingers crossed it will be one day).
These are all really exciting developments in publishing since I’ve become a published author, but now I move onto the not so positive trends…
READERS EXPECTING BOOKS TO BE FREE
Oh my goodness, where do I start on this? Let’s go for two myths:
Myth 1 – Authors are rich: Even if someone is not a reader, they’ll have heard of certain authors because their books have been so entrenched in popular culture and often made into films/TV series, such as J K Rowling, E L James, Stephen King, Dan Brown and so on. And, of course, the more recent publishing phenomenon Richard Osman. These authors are right at the top of their game and their bank balances will reflect that.
But for most authors, it is a struggle to make money from publishing. Many still have a day job around which they write. For my first five years as a published author, I had a demanding full-time day job and wrote on evenings and weekends. My writing goal was to earn enough to leave the day job. I’m very thankful that I have been able to afford to write full-time for the past two years … for now. This is in jeopardy for many authors because of the alarming trends I’m going to discuss but let us address that other myth first.
Myth 2 – Authors are not ‘real’ authors if they want to make money: Excuse my abbreviated swearing but WTF? This is currently all over Twitter and BookTok and I can’t quite believe what I’m seeing. I can’t help thinking that this absurd attitude is a way of justifying the blatant theft of books which I’m going to come to a moment.
There is some kind of crazy attitude towards the creative arts that it’s all about the creative just wanting their words/music/art to be out there in the public domain for the benefit of the people because that is reward enough for us. Again, I say WTF!!!!
When I’m asked for writing tips, one of the ones I give is Don’t become an author because you hope to make lots of money. Write because there’s a story burning inside you that you have to tell. The reason I say this is because most authors don’t make much money so if you’re in it hoping to be the next top-of-their-game millionaire, then that’s not a good enough motivation as you will invest a gazillion hours and very likely not even earn a tenth of minimum wage for that effort. But it does NOT mean you should expect to earn nothing from your writing. We still need to put food on the table and pay the bills! A real author is someone who has written a book which has been published. And they deserve to be paid for it.
So, with those two myths laid out bare, what terrifying trends have I seen in my seven years as a published author?
Trend 1 – Readers who’ll ONLY buy ebooks when they’re on a free promotion
I’d like to think that it goes without saying that if an ebook is free to you the reader, the author makes nothing from it. There’s not some clever loophole here. ‘Selling’ it for free means zero income for that ebook. As an aside, an ebook for 99p generates very little income too. For an indie author, they will receive 35% of this amount from Amazon i.e. 35p. I don’t know the exact amount from other sales platforms but it will be similar. This percentage rises to 70% if the ebook is £1.99 and above so the author needs to sell four ebooks at 99p to earn the same as one book at £1.99. For those with publishers, the figures will vary slightly depending on the deal the publisher has negotiated but it’s a similar principle.
What’s brilliant about free promo books is that it allows you to try an author who isn’t known to you with no financial investment. If you don’t like the book/their style, then you haven’t lost anything other than the bit of time it has taken you to read it (or partially read it if you ditch it). I personally don’t ‘buy’ many free books but I have occasionally taken advantage of a free offer and have discovered a few new-to-me and debut authors this way.
Another great thing about a free promo is grabbing a backlist book from an author you love. Perhaps you discovered that author after they’d released several books and it would be a huge financial outlay to grab their entire back catalogue in one go but this gives you the chance to acquire the one you’ve missed while paying for others.
But there is a worrying trend of readers who will ONLY buy books when they’re free. I’ve seen comments on Facebook groups specifically asking which books are free at the moment and, while not a problem in itself – who doesn’t love a bargain? – it’s the accompanying comments suggesting ways of always getting free books (some of which I’m going to cover as separate trends) and discussions about how books should be free all the time.
When I was an indie author, I put several of my books on a free promotion over time and I justified to myself that giving them away for free – particularly a first in series – would hopefully generate additional sales (and therefore income) as the readers who had them for free would love my books/be hooked in. I found no discernible difference in sales. Why? I’ll never know for definite but there is a school of thought that, because there’s no lengthy buying decision and no investment in a free book, the ‘purchase’ will often just sit on a Kindle and never be read. Eek!
Since joining Boldwood, I’ve had a few free offers but they’ve had more success. In August 2020, we offered Christmas at Carly’s Cupcakes for free as a specific promotion plan to lead-in to follow-on book Starry Skies Over The Chocolate Pot Café being published a month later. I believe it generated some interest for Starry Skies … although it also gathered me a handful of negative reviews for Carly’s Cupcakes from people who didn’t like this type of book (but had grabbed it for free) and people who thought it was too early for Christmas (but still grabbed it for free!)
Apple’s Free Book of the Week programme has been successful for me. I’ve had Making Wishes at Bay View (book 1 in the Welcome to Whitsborough Bay Series) and Finding Love at Hedgehog Hollow (book 1 in the Hedgehog Hollow series) in this programme and they have both generated good sales for the rest of the series, particularly for the Hedgehog Hollow one. The author makes no money from the free book but hopefully gains new readers who buy the others in the series (and maybe even a backlist).
I absolutely do advocate taking advantage of free offers and 99p promotions but if a reader never pays for a book, they aren’t supporting their favourite authors because those authors aren’t making any money from this and, as already stated, myth 2 is crap! We can’t survive on air!
Trend 2 – Pirate Sites
Downloading a book from a pirate site is theft and there’s no justification for it. It’s also very dangerous as some of these pirate sites aren’t even legitimate because they’re about grabbing your details and/or giving users a virus.
Encouraging users to get free books from pirate sites is something I’ve seen on social media with regular users justifying their use through myth 1: Authors are rich and they can afford it. Even if we all were, that still doesn’t justify stealing from us.
Another ‘justification’ is I’m skint and can’t afford books. So the solution is to steal them? Wow! I completely understand that finances are tight for so many, especially this year with the hideous hike in, well, absolutely everything! But theft isn’t the answer because finances are tight for many authors too and pirate sites are making them even tighter. So many authors have to stop writing because they can’t afford to continue. For those who don’t have the income, there’s this amazing facility called a library. I appreciate that libraries can only stock a small proportion of books written but ebooks are very accessible through a number of library routes – readers don’t have to physically go into a library. And the author gets paid. It’s not much (11p or thereabouts) but it’s roughly on par with how much they’d earn on the sale of a paperback and it does add up.
Trend 3 – Only getting ebooks from NetGalley but not being an influencer
NetGalley “connects publishers with reviewers, librarians, booksellers, media, and educators who discover new books on NetGalley and recommend them to their audiences” (NetGalley’s website). The idea is that, in advance of the publication date, a publisher will provide a copy of an ebook for free to those in an influential position who have an audience/following and can give an early review to create a buzz about the book and hopefully generate pre-orders or sales on/just after publication.
Where NetGalley is properly used, it’s brilliant. Each book my publisher releases goes onto NetGalley and embarks on a blog tour on publication date. The reviewers/bloggers on the tour get hold of the ebook through the site and share their thoughts on a pre-agreed date on the tour. Some influencers not on the tour will also get hold of it and share their reviews.
But so will a stack of other readers who don’t have that influence. They use NetGalley as a source of perpetually free books. They need to leave a review on NetGalley’s website to keep their feedback rating high (which is what publishers look at when approving who can get books) and that’s the bare minimum some will do. Many barely even manage that, leaving a generic sentence which suggests they haven’t even read the book. Last year, I spotted a very generic short NG review which sounded familiar. I noticed that the same reviewer had shared that exact review for my previous release and a bit of wider checking revealed a stack of author friends who had the exact same generic review from them too. Perhaps they read them and this was just a bit of lazy reviewing, perhaps they didn’t, but it didn’t benefit the authors in any way.
I am very grateful to the readers who use NG properly – the ones who leave a spoiler-free review specific to that book (doesn’t have to be long but does need to be specific) and who have a platform to share this. Sadly, there are far too many who abuse this system. If a reader cannot say hand on heart that they meet the description in the quote at the start of this section, then they are not supporting their favourite authors because they are getting all that author’s releases for free and, as already stated, we can’t survive on air. And if we have no income, we can’t keep writing.
Trend 4 – Returning ebooks for free after reading them
This is the most alarming trend which actually makes me feel physically sick. It started around March when several videos went viral on BookTok (on TikTok) with an ‘awesome hack’ – that you can buy an ebook on Kindle and, after you’ve read it, return it for a no-question refund. Authors started reporting phenomenal increases in returns and some are even now in a negative balance with Amazon because, even though Amazon are giving the reader a refund, they’re charging the author for the return.
I received my royalties statement for March this week and it was significantly lower than the statements for the previous few months – roughly a 20% dip. This could be coincidence and I write this having not yet spoken to my publisher about it but I can’t help feeling it’s a bit too much of a coincidence for that dip not to be the result of returns.
Just because Amazon’s returns policy makes this possible, does it make this right? A hundred per cent not! Why? Because it’s THEFT.
Life is full of decisions and some of those turn out well and some of them not so much. You go to the cinema to watch a film and sometimes you love it and sometimes you hate it but you won’t get your money back if it’s the latter. You buy a CD and you listen to it and don’t like it but you have to suck it up. You buy a dress and wear it out but you decide it’s not really you/you didn’t feel comfortable in it so it hangs in your wardrobe and you don’t wear it again. I have so many clothes like that! Or you go out for a meal and there was nothing technically wrong with it but it just wan’t to your taste. You don’t get your money back. So why would someone read a book and think that it’s okay to return it after they’ve consumed it just because they didn’t love it? Or, perhaps even worse, they did enjoy it but they decided to get their money back anyway because the policy allows it.
This has to stop. I barely slept last night and my stomach is in knots today worrying about this and what this means for the future of publishing because if this continues, all the authors whose income predominantly comes from ebook sales are absolutely screwed. I truly hope that the publishers will get together and address this as individual authors – even the big names – have no chance of tackling the might of Zon.
Any time an author has gone onto TikTok/BookTok or Twitter to challenge this, there’s a vicious pile-on giving the author abuse for being so entitled to think that they have a right to expect to be paid for their work – myth 2 – or the usual myth 1 suggestion that all authors are rich and can afford it.
I will just emphasise at this point that this is nothing to do with borrowing books on programmes like Kindle Unlimited, Prime Reading. These are legitimate borrowing programmes where you return a book when you’ve read it. The author gets paid for the number of pages read providing it exceeds a certain percentage. These are great programmes and thank you to anyone participating. I’m talking about buying an ebook outside of these programmes, reading it (or a significant part of it) and returning it for a refund. This is stealing. The reader has consumed the product and needs to pay for it.
The returns policy should be for legitimate returns – when an ebook has been re-issued and a duplicate has been bought in error (Kindle won’t let you buy an eBook twice but if it has been re-issued by a publisher who has acquired the rights or an indie author who has their rights back, it will be a new record on Amazon although the blurb should always say it’s a re-issue) or a ‘fat-finger’ purchase where the mistake has been realised and the ebook returned without reading it.
THE CHANGING APPROACH TO BOOK REVIEWS
Trend 5 – Leaving a negative review and tagging the author in on social media
As an author, I’m realistic. I’d love for everyone to love everything I write but that’s not going to happen. Some authors avoid reading their reviews because the negative ones hurt too much. I do read all mine and I’d like to say it gets easier to take the negative ones but they still make my stomach churn and fill me with doubt about my ability as an author when I read about how much readers hate my characters/plot/writing style/me. Okay, so they don’t specifically say they hate me but some of them are so vicious that they do feel very personal.
But this isn’t about negative reviews. This is specifically about tagging authors in them. There is a growing trend of sharing a negative review on Twitter or on Instagram and either directly tagging the author into it or using a hashtag with the author’s name which they’ll find if they’re following their own hashtag in order to thank people for any kind comments.
Why? Why would someone do this? There was a really great post about this on the blog of independent bookseller Tea Leaves and Reads recently. You can read the blog post here. Author Stephen Cox summarises this growing tagging trend with this brilliant quote: “It’s generally not done because a) they’ll see it anyway and b) if you think my baby is ugly, you are entitled to your opinion. You’re not really entitled to come to my house and shout YOUR BABY IS UGLY through the letterbox”. This! This absolutely sums it up.
Like many of my characters, I try to be kind and see the best in people and I find myself feeling sorry for these individuals. What must be going on in their lives to make them feel it’s okay to tag an author into a review to tell them how crap they think the book is? Does it make them somehow feel better about something in their life if they put someone else down? I’ve been tagged in and hashtagged into negative reviews and it floored me because it comes out of the blue. When I participate in a blog tour or I look at my reviews, I’m always prepared that there may be something negative. When someone tags me, I don’t think it’s unreasonable to expect it to be for a positive reason. I’m not saying readers can’t express their negative views on a book. Just don’t tag the author in. Pretty please. It’s mean and there’s plenty that’s mean and unpleasant already in the world without doing that.
Trend 6 – Reviewers who tell the author how they should have written the story
All reviewers have a different approach and there is no right or wrong way to write a review. As an author, I love reading reviews where the reader shares what they particularly loved about the story, how it made them feel and whether anything personally resonates with them. Spoiler-free of course! But that doesn’t mean that’s how reviews need to be written.
Recently, I’ve noticed a trend in reviews where the reader shares their opinion on what they think the characters should have done. This typically is full of spoilers too. I’m going to use a fictional example here to illustrate the point:
I really enjoyed this book but Amber wound me up. She should have told Pete about her doubts about being ready for a second baby. The indecision was ridiculous. Pete should also have been honest with Amber about being made redundant instead of trying to find a new job first because she could then have told him about her worries. Natalie shouldn’t have been so forgiving when her ex came back and revealed that he couldn’t cope with receiving his cancer diagnosis and had needed some space. If he really loved her, he’d have told her instead of disappearing for a month and they’d have worked through it together...
And so it goes on.
The thing about fiction is that (a) it’s fiction – a story made up by the author – but (b) it’s reflective of real life and in real life we all have personality quirks/flaws and occasionally make poor decisions. If the two couples in this fictional example had sat down and addressed their concerns immediately, where would the story be? What conflict would there be? The book would be a couple of chapters long and incredibly boring.
I do find myself very bewildered about this type of review because, aside from appearing to tell the author how their fictional characters should have behaved, it is full of spoilers which is not the point of a review. I understand reviewers saying that they struggle to warm to a character because of certain behaviours but this bold declaration that the behaviours were wrong is a little strange.
So there you have it. My rather long guide through some amazing developments in publishing since I became a published author seven years ago and some scary trends too which bewilder me and break my heart. I am blessed to have found some amazing readers and listeners who are so supportive of my writing, regularly engage with me, promote my work to others. I’m so very grateful to each and every one of them for their part in enabling me to continue to write full-time. But a 20% decrease in earnings is frightening and I just pray that those who are engaged in the ‘books for free’ trends think about the impact this will have on the publishing world. If a reader never pays for any books (or never borrows them from a library or legitimate subscription service through which the author gets paid), the author won’t have any money, the author won’t be able to afford to write any more books and there will be no books left to have for free.
I’m off to paint the bathroom now. It is, after all, a bank holiday weekend which means DIY doesn’t it? I’d love to hear your thoughts on these trends whether you’re an author or reader. Perhaps you’ve noticed others I haven’t mentioned.