
By Margaret Lucke
Recently I came across a quote I wrote down several years ago when I attended an at my local public library. The speaker was mystery author Stella Baker, who talked about her adventures in writing and publishing her debut novel 4 Gigs of Trouble. I was particularly struck by one comment she made, so I scribbled it down:
“A book begins as an act of creativity, is finished by an act of will, and once published is a business.”
How true, I thought. But then it occurred to me that maybe this statement doesn’t go far enough. Because in reality, most writers I know who succeed in reaching readers and earning money in this crazy profession treat it like a business from start to finish. That’s especially true these days, when the publishing industry is going through a transformation and no one is certain how all of the changes will sort out. It can pay off for authors to think of themselves as entrepreneurs.
Some years ago, when my husband and I owned a printing business, we enrolled in a series of small business workshops. They were organized into three topics – the three basic functions of any business:
1. Production – manufacturing the product, or providing the service.
2. Marketing – finding customers and persuading them to buy.
3. Administration – doing all of the tasks of running the business and enabling the first two functions to happen, including managing the finances.
In other words, a business needs someone to make it, someone to sell it, and someone to count the money.
Once upon a time, a writer’s business model looked like this. The writer concentrated the most important part of the production–writing the book. Then she engaged a representative (the literary agent) to secure a partner (the publisher) for the enterprise. The partner would handle the rest of the production tasks, like editing, design, typesetting, creation of a cover, and printing, as well as the administrative the administrative aspects of their work. And, oh yes, everything involved with marketing. In fact, a friend of mine whose publishing credits go back to the 1970s has told me that her early contracts with publishers expressly forbade her from doing any marketing for her books.
All the writer had to do was write – and, with any luck, count some money.
How times have changed!
Gradually publishers pushed more and more tasks onto the writer’s shoulders. Skip the typesetting; we’ll use the author’s electronic files. Skip the marketing, except at the most basic level; if the writer wants to have the book promoted, she can do it herself.
Many writers still prefer to pursue the traditional writer-publisher partnership. But now, with the rise of independent publishers, more and more authors have decided that the partnership is no longer working to their advantage. So they’re skipping the partnership with a publisher and taking charge of the entire enterprise of placing a book into a reader’s hands. I’ve formed my own mini-publishing company to help me do just that, for myself and a handful of writer friends.
With the industry in flux, none of us knows what its future business model will look like. I’m reminded of a headline I saw a couple of years ago, when Penguin Random was facing an antitrust lawsuit stemming from its ultimately unsuccessful attempt to acquire Simon & Schuster: “Big publishers spend three weeks in court trying to prove that they have no idea what they’re doing.”
Last month, the Northern California chapter of Sisters in Crime sponsored a talk at Oakland’s main library by publishing guru Jane Friedman. Her message: The author has become the protagonist in the publishing industry’s story. The percentage of sales that goes to the big publishers’ books is slipping, while small and independent publishers are rising in terms of sales and clout. The publishers can’t do it without us.
But whatever our route to publication, succeeding in the writing business will involve wearing a lot of different hats. Not only that, it will mean balancing them all on our heads without letting any fall off. We’re more than writers; we’re producers, marketers, administrators, tellers of stories, suppliers of entertainment and inspiration to the world.
In other words, we’re entrepreneurs. Whether we like it or not. Even though what most of us want to do is simply to write.















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