CanWrite! 2013: Day 3 Traditional vs. self-publishing panel

The day 3 (June 15) panel, featured Halli Villegas of Tightrope Books, Sheila Mahoney, Certified Copyeditor and Editors’ Association of Canada Director of Professional Standards, and Tom Taylor, self-published author of Brock’s Agent, Brock’s Railroad, and Brock’s Traitor.

Once again, James Dewar acted as moderator.

JD: Should an author go for a traditional deal, or self-publish?

TT: There are many ways to skin this cat.  I have a publisher in the UK, but did the Canadian editions myself.  All the big marketing budgets have gone by the wayside in any case (Penguin, ECW). You have to invest money in your own promotion regardless.

SM: Know what you’re willing to do.  If you know you can invest the time and money, then do it.  It cost one client $25000, but mistakes were made.  What’s an acceptable risk?

HV: It’s not either/or but how and when?  Speaking tours can be difficult to arrange depending on your genre.  Publishers do have a lot of resources that can help in some situations.  It’s a matter of choice.  For example for academic clients and libraries, there’s Coutts.  They’ll order a set number of copies for distribution to their clients.  Also, there’s BowkerLINK, which offers sales and marketing information.  Publishers can get the proper ISBN barcodes for the cover.  Your books can be featured in catalogues for booksellers and distributors.

TT: It’s business and you have to approach it like that.  Where will your books sell?  Blue Heron Books in Uxbridge is a rare bookstore, very entrepreneurial.  There’s a bakery in the Niagara region where I’ve sold more books (about 300) than at most bookstores.  The owner will talk the books up to customers, many of whom are tourists.  You have to know how to market wisely.

Here’s what I invested and how I recovered the costs:

• Line edit: $1500
• Substantive edit: $1500
• Layout (internal and cover design): $3000
• Printing: $4000 (2000 copies at $2 each)
• Total: $10000

To break even, I had to sell 1000 copies of the book at $10 a piece.  Everything else was profit.

SM: Certified editors are best but they don’t come cheap.  Independent editors, some are good and some are bad.  Design is important.  You should make your book a pleasure to read.

TT: I don’t necessarily want everyone to spend $10000 only to fail.  Your comfort level must be considered.  Editing is paramount.  The package is the product (like the media is the message—Marshall McLuhan).

SM: The people who love you are not going to be honest with you.   There’s a difference between line editing and copy editing and substantive editing.  Know what you need and what you’re paying for.

JD: Agents can take over part of the substantive.

TT: Maybe self-publishing is not for you, but if you’ve done the work up front, if you have a fully edited manuscript and a beautiful layout and a lovely cover ready to go, how much more interested will a potential publisher be?  Media coverage is important as well.  Get the word out however you can.  Chapters will take books on consignment too.  Check with your local store.

Ultimately, there were no real answers in this presentation as to whether traditional or self-publishing is better.  It’s an individual decision for every author.  There was a lot of good information that could come in handy regardless of whether you go for a traditional deal or self-publish.

Tomorrow: The Gala and wrap-up post.

See you then!