The Routes to Market for Self-Publishers

Finding the Best Fit for Your Book

Self-publishing has revolutionised the book industry, giving authors the power to bypass traditional gatekeepers and reach readers directly. But with so many platforms and companies offering to help you publish and sell your work, how do you decide which route to market is best for your goals? Here, we break down the key options for self-publishers, including their benefits, challenges, and the best fit for different types of authors.

Photo by José Martín Ramírez Carrasco on Unsplash

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1. Direct Publishing Platforms

Direct publishing platforms allow authors to upload their manuscript, format it, and publish directly to readers, often through eBooks, print-on-demand paperbacks, and even audiobooks. These platforms typically charge no upfront fees but take a percentage of your royalties.

Key Players:

• Amazon Kindle Direct Publishing (KDP): The dominant player in the eBook market, offering global reach and exclusive marketing tools like Kindle Unlimited and Kindle Countdown Deals.

• Draft2Digital: A user-friendly platform that distributes to multiple retailers, including Apple Books, Barnes & Noble, and Kobo, with free formatting tools.

• Kobo Writing Life: Ideal for targeting international readers, especially in Canada, Europe, and Japan.

• Apple Books: Great for authors with an Apple-focused readership, though publishing directly requires a Mac.

Pros:

• Wide Reach: Platforms like KDP and Draft2Digital give you access to millions of readers worldwide.

• Control: You retain full creative and pricing control.

• High Royalties: Earn up to 70% on eBooks and around 40-60% on print books.

• Ease of Entry: Most platforms are free to use, taking their cut only from sales.

Cons:

• Marketing is Your Responsibility: Direct platforms don’t provide much promotional support beyond basic tools.

• Time-Consuming: You’ll need to handle all aspects of the publishing process, including formatting, cover design, and marketing.

• Limited Print Distribution: Print-on-demand services often mean your books won’t be stocked in most brick-and-mortar bookstores.

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2. Aggregators

Aggregators distribute your book to multiple retailers, libraries, and subscription services from a single dashboard. They’re a great option if you want wide distribution without having to manage multiple accounts.