People seem to be reacting with astonishment to the fact that the book that J. K. Rowling published pseudonymously, through a major publisher, which got decent reviews in some newspapers, had only sold 449 copies in hardback in the last three months.
Those people have obviously never written books.
I’ve stopped looking at my Amazon stats, because to see them requires seeing the reviews, and my blood pressure won’t cope with that, but I looked at them regularly for the first eighteen months or so I published books. My books, as those who read them know, appeal only to a very niche market. They range in sales (or did when I last checked, a few months back) from one or two copies a day on average to one or two copies a month on average (I’m talking here about my proper books, not the little ebooks of short stories).
And (again, last I checked) my books were regularly in the top 10% of books sold on Amazon.
Not the top 10% self-published, or the top 10% ebooks, or the top 10% books analysing the music of the Monkees, or whatever — the top 10% books.
That means that on average, most books don’t sell. At all. On any given day, 90% of the books available on Amazon sell zero copies. It’s entirely possible, though I can’t look at anyone else’s stats, that a majority of them have never sold a copy to anyone who isn’t a close friend or relative of the author.
And this is why self-publishing is, ultimately, not a sustainable business model for writers, any more than sticking your albums up on bandcamp or CDBaby is for musicians. And it’s because record companies and publishers aren’t really in the business of selling music or books. The business they’re actually in is using money earned by huge sellers to subsidise those who don’t sell. Almost no writers (or musicians) earn out their advances — but some of those who do make *staggering* amounts of money. And that’s enough to offset the advances paid to the loss-making authors (most of them). And those advances are — for people who sell not all that many more books than I do — enough to live on.
And this is why, for all that I self-publish, I think the current trend of vilifying publishers and record companies as “unnecessary middle-men” is counter-productive (though the record companies don’t exactly make it easy on themselves by insisting on ever-greater monopolistic copyright “rights”). I self-publish because my stuff is *incredibly* niche, and there’s no point in even asking if a major publisher wants to put out something like my Seven Soldiers book.
This is, incidentally, why I’ve set the bar so incredibly low on my current Kickstarter — because the audience for *any* book these days, except huge bestsellers, is tiny, to the extent that if all my Twitter followers were to buy my next book (the Beach Boys one, which should be out in a couple of weeks) in the same week, it’d make the Sunday Times top ten for non-fiction.
The inefficiencies in the publishing system are the only reason that anyone under a very small handful of writers makes a living writing. As those inefficiencies disappear, we’re going to need to find a new way to fund writing, unless we want a world where J K Rowling is the only writer making a living at all.
Anyone have any ideas?