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Wednesday, November 06, 2013

H is for Hybrid

The following blog post is shared by permission from the Steve Laube Agency blog.


To state the obvious, the publishing industry has changed rather dramatically in the last few years. The possibility for a writer to inexpensively produce their own books (in e-book form) has shifted the sands. In addition the economic challenges facing the brick-and-mortar bookstore has reduced the amount of shelf-space available to launch a new book via traditional methods. It appears to be an either or choice: go Indie or go Traditional. But there is a third way, the way of the “hybrid author.”
They hybrid author is one who chooses to follow both the Traditional and the Indie routes. Thus the hybrid moniker. They neither one nor the other, they are both. And just like the hybrid car that is a mix of both gas and electric, the circumstances dictate which form of transportation their words use to reach the public.
Our agency has a number of hybrid authors. These authors continue to have flourishing relationships with their traditional publisher and are receiving new contracts all the time. But at the same time they have certain books that they publish on their own. They are very entrepreneurial and work tirelessly self-promoting their Indie books but also work tirelessly to promote their traditional ones. Some have extremely modest Indie sales and others are quite pleased with the revenue their Indie books produce. The range of sales is rather dramatic, everything from an author who has old less than 60 of their Indie e-books to another who is in the five figures in Indie ebooks sold. However, each of these hybrid authors  continues to maintain a presence in the traditional market as well.
One frequent question is “Why consider going the Indie route? Other than the lure of money and control.” The problem with a definitive answer is the danger of my words being used as a set of “rules” that work equally for every author. I believe that this is a much more nuanced question that eschews a formula. In my opinion each author’s situation, skill set, entrepreneurial spirit, finances, life circumstances, platform, past success, genre in which they write, and more all go into formulating the right strategy for that person.
And this is where we, as the literary agent, come in. We ask the hard questions and help form the right strategy for moving forward. The myth is that an agent is afraid of losing revenue and therefore intentionally steers the author away from going Indie and pushes them to the traditional route. I even had one person at a conference accuse me of being “part of the establishment” and that he couldn’t trust my advice because it would be colored by self-preservation. Let me put that to rest with something that I have stated publically, “God will provide for us financially. We have no agenda influencing our advice with regard to Indie-decisions. Our mission is to help change the world word by word. And if we somehow earn a living while doing that…mission accomplished.” (By the way, some clients pay us a percentage of their Indie revenue for the services we provide. They have said they want us as a part of every aspect of their writing career.)
We want the Indie decision to be the right one at the right time. I will say “Just because you can, doesn’t mean you should.” To the client who is chomping at the bit to publish their work in ebook form on their own. Let me explain only one small aspect of that statement.
A major traditional publisher is looking for an author with a large platform which they can leverage to help sell that writer’s books into the trade. The size of that platform can be proven by an author’s past sales history. Thus every proposal must reveal past sales numbers. Let’s say your last traditionally published book sold 12,000 copies (paper and ebook combined) and you want to go Indie on your next one. But your new Indie title sells 3,000 copies. You now have sales numbers that are not as attractive to a major publisher. And there is one of the risks. We as the author’s agent and advisor help the writer know the landscape so they can make an informed decision, one that is based on an understanding of the total market.
Other issues to consider are the non-compete clauses in the traditional contract, the danger of releasing your Indie title too close to the traditional book launch, piracy protection, effective metadata creation for SEO or discoverability, marketing and promotion, etc.
But as the traditional market squeezes ever tighter in the number of titles they produce, the Indie route become that much more attractive.
It is a great time in our industry. Opportunities abound.
Meanwhile there is a raging debate among many author of whether to pursue publication the Traditional way (where a major publisher pays you up front) or Indie (where the author absorbs all costs). One or the other, not both. I have already written a series extolling the benefits of the Traditional model. And I want to state unequivocally that I am not against the Indie route, as long as the writer does it the right way so as to maximize their sales and render a quality product. I would also like to state that neither route is superior to the other per se, they are different ways to achieve the same means…getting your story out there. Millions of words have been spilled defending one versus the other and many of those words have been hyperbolic and characterized by ad hominim attacks. It has been sad to see a wonderful opportunity turned into a divisive and rancorous contest. But I digress. 
Steve Laube, a literary agent and president of The Steve Laube Agency, has been in the book industry for over 31 years, first as a bookstore manager where he was awarded the National Store of the Year by CBA. He then spent over a decade with Bethany House Publishers and was named the Editor of the Year in 2002. He later became an agent and has represented over 700 new books and was named Agent of the Year by ACFW. His office is in Phoenix, Arizona.

1 comments:

Heather Day Gilbert said...

As a hybrid author, I totally agree that you have to be ready to work like a maniac to get your indie books out there--it can be a full-time job. I feel that as more and more big-name Christian fiction authors jump on the bandwagon, the more clout indie authors will have in the industry (I think of Brandilynn Collins). But in the end, as an author, you have to know what success looks like to you. Having people read and enjoy my novel is definitely the success I'm looking for right now, though I'm not averse to a traditional contract. Right now, I'm just ready to throw myself into my career and build my audience. And the non-monetary rewards have been quite staggering.