Why Self-Publish – Part 3

Vanity Press or Subsidy Publishing

In my previous two blogs on this matter, I discussed going down the traditional publishing path and straight-forward self-publishing.

The third path is to have your work published by a ‘vanity press’ or ‘subsidy publishing’ business. There are publishers who will take a manuscript and publish it at the author’s expense. This is, in fact, just another form of self-publishing disguised as traditional publishing.

Some subsidy-publishers will provide editorial and proofreading services (which the author pays for), but most take no responsibility for any errors in the text supplied. They also do not get involved in the book’s distribution. 

These ‘publishers’ should be avoided at all costs. Writers’ associations and others routinely provide lists of specific companies to be avoided. There is no definitive list, however. As soon as they begin to acquire a bad name in the writing community, many of them simply re-badge and then reappear under a different name. They are often associated with outright scams and they prey upon the uninformed. It is not uncommon for their charges to run from anywhere from $5,000 to upwards of $20,000. Some will, in addition to those charges, then take a significant percentage of any royalties as well. They usually don’t publish the books themselves, either. Most commonly, they will simply put your book through Amazon KDP on your behalf — something you could have done yourself at no cost at all!

An acquaintance of mine recently decided to publish with one of these publishers. Unfortunately, I did not find out about it until the deed was done and they had already spent several thousands of dollars for something that could have been done just as well at literally no cost at all.

Photo by Jp Valery on Unsplash

Why pay a subsidy-publisher what can amount to thousands of dollars when you can do all of that yourself, with no great effort other than an investment of a bit of time and care? Who, after all, cares more about your finished manuscript than you?

Yes, doing it yourself requires a bit of skill (computer skills, mainly) and knowledge. That is the aim of these blogs — to provide you with the knowledge and the skills to do all of the things required.

My first book took me some three or four weeks of work to publish, not counting the considerable amount of time I spent trying to find out how to do it before I started. When I subsequently published a combined version of what had up to then been a two-part story (i.e. it was originally published as two books: Books One and Two of The Chronicles of the Ilaroi), it took me two hours. That was because by then I knew what I was doing! The aim of these blogs is to put you in a situation where you know what you are doing when you undertake to self-publish your work.

Whoever you decide to deal with, do a bit of research on the internet to see if others have had bad experiences with them. Writers’ associations, particularly the pre-eminent national bodies in each country, often publish lists of ‘publishers’ to be wary of. If a publisher wants to charge you for some part of the deal they are offering you, that can be a warning flag. Check them out thoroughly before you agree to anything.


Traditional publishing has some advantages (though these are being eroded by self-publishing with every passing year) but is extremely difficult to break into. Even if you can secure a traditional publisher for your manuscript, you may find the final sales and profit outcome is no better (in fact they may very well be worse) than if you had self-published. In most cases, it is also an inordinately lengthy process.

A handful of authors out of the hundreds of thousands if not millions out there hit the big time with their first manuscript. Writing is a craft. Even the most gifted of individuals tend to misfire with their first effort. It is something that writers tend to get better at the more they do it.

Self-publishing is a way to take the first few steps with a relatively small investment of your precious dollars, and without a lot of heartache or sitting around waiting for years for it to finally happen.

It’s also a way to begin to build a portfolio of work which you can then use as a springboard if you want to try to build a career as a professional writer. 

Photo by Kimberly Farmer on Unsplash

For the one-off producer of a memoir, a self-help book, or some similar work, it’s a very easy way to get that product published and quickly available for others to access or purchase.

The key benefits of self-publishing include:

  • Control:You will retain ownership of your work and will have complete control over every aspect of your publication. Traditional publishing requires you to hand the rights to your work over to a publishing company for the duration of your contract.
  • Royalties:You can often make more money by self-publishing and promoting your own work. Royalties from traditional publishers range between 8% and 15%. Royalties for self-publishers range from 35% to 70%.
  • Costs:Self-publishing is not as expensive as you think it might be. It can even be achieved with no up-front cost at all, though judicious use of professional service providers, within the bounds of what you can afford, will help lift the quality of your publication and potentially significantly boost its marketability. With Print-on-Demand services available from a number of service providers, and digital formats that can be produced at almost zero cost and then made available worldwide within a matter of hours, some of the few benefits of going with a traditional publisher are being quickly eroded.
  • Speed: You can get your book published and available for purchase within a matter of weeks, at most a few months — as compared to most likely years.

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Why Self-Publish – Part 2

In my last blog, I talked about traditional publishing and what I see as some of the pros and cons of going down that path. In this blog, I will focus on the primary alternative — self publishing.

In my next blog I will talk about the third way – ‘vanity press’ or ‘subsidy publishing’.


Self-publishing works a bit differently from traditional publishing. While traditional publishers manage and cover the costs of the entire publishing process, from editing to illustrations to cover design and typesetting, as a self-publisher, you will be responsible for doing all of the work yourself. This does not mean that you have to draw your own illustrations, edit your own book, or design your own cover. In fact, you need to be very careful before you think about doing those things on your own. 

Some self-publishers pay others to do all of those things, shopping around on the internet or elsewhere for the best deals to keep costs within reasonable bounds. There are some very good providers of these services in the marketplace, some expensive but very good ones, some outrageously expensive ones, many that are cheap, and some that are both moderately priced and who produce excellent outcomes. A bit of research and checking in with writers’ associations or writers’ groups will help you separate the wheat from the chaff and find someone you can work with — and that you can afford.

Other self-publishers will do some of those things themselves and only pay others to work on the aspects they feel are beyond their skillset.

A smaller number still will do all of it themselves, with quite a considerable cost-saving.

It is quite easy to self-publish a book without incurring any costs at all.

The real issue is achieving sales. The quality of what you publish will have a big part to play in whether your book sells. While many aspects of quality will be determined by the amount of care and effort you put into preparing your manuscript for publication, some, such as cover design, require very specific skills. 

Once again, you can produce a good cover for no cost at all. There are a number of sites on the internet which will help you achieve this free of charge. Really good covers, however, come at a cost — anywhere from a few hundred dollars up to around $1500. And covers play an absolutely vital role in achieving sales. As a self-publisher, it is your call how far you go down this track. That decision will depend on your goals for your publication and on your appetite and capacity to invest some dollars in achieving a high-quality end-product.

These issues will be discussed in more detail in a future blog. Suffice to say at this point, getting tasks that are normally done by professionals done by others (or doing it yourself) will often reduce costs but with the risk of lowering the quality of the final publication. Most of us have limited budgets, however. The trick is to work out how far you can reduce costs without impacting too greatly on quality.

Regardless of the above, one of the major benefits of self-publishing is that it can happen fairly quickly — easily within a few months and potentially even much quicker than that. With a good deal of experience under my belt, I can now publish some of my books within a week, or even a few days. I know just which tasks I need to get underway before I finish my manuscript to achieve that.

A second and arguably more important benefit is that you will retain all of the rights to your own work, as well as control over the whole publishing process from beginning to end.

Finally, none of this is hard to do. It requires a bit of knowledge — hopefully my blogs will provide you with most of that — and it requires a bit of time and effort, but nothing that is not manageable.

As I have noted above, if you end up publishing more manuscripts down the track, it will get even easier still — and you’ll be quicker at it.

Pros of Self-Publishing:

  • You retain total control over your work.
  • All royalties go to you.
  • You can easily self-publish within a few months of completing your manuscript. If you get good advice, have done it before, or go for a cut-down approach, it can happen in much less time than that.
  • You retain total control over marketing decisions.
  • Through print-on-demand services, such as Amazon KDP, you can easily access author copies at a very low cost. You can then use these to give away to friends, sell yourself, use in local marketing opportunities, and so on.
  • You can still get your books into bricks-and-mortar bookstores, but it takes a bit of effort and time.
  • You can get editing, layout and cover design done quite cheaply depending on your own abilities and time available. There will often, however, be a trade-off between financial outlay and quality.
  • Profits are just as hard to achieve as they are with a traditional publisher, but control of marketing and promotion lies with you.
  • If you are looking at writing as a long-term objective, building up a portfolio of self-published works (assuming you focus on good quality end-product) may help you break down the barriers to the big publishing houses. Only a small number of authors achieve this, but nonetheless, there is a growing number of authors who started out self-publishing and have now hit the ‘big-time’ with a deal with one of the major publishing houses. Here are just a few:
    • Andy Weir — author of The Martian which was self-published in 2011. Crown Publishing purchased the rights to the book in 2014. It has now been made into a major film.
    • E.L. James — author of Fifty Shades of Grey, self-published the first book before it took off and achieved worldwide recognition.
    • Libbie Hawker — author of the how-to-plot book, Take Off Your Pants, self-publishes her various series but lets her imprint publish her standalones. As you might imagine, this means Libbie is quite prolific. She was on her sixth self-published book when a publisher first approached her. She now has 37 books to her name.
    • Michael J Sullivan — author of The Riyria Chronicles, self-published several fantasy novels before being picked up by Orbit.

     Cons of Self-Publishing:

  • Harder to get your book into bricks-and-mortar bookstores (though they only deliver good sales figures if accompanied by good marketing) but, as noted above, you can still achieve this as a self-published author
  • You have to pay for editing, layout and book cover design but, as noted above, there are many ways to reduce these costs substantially.

In my next blog: The third option — Vanity Press or Subsidy Publishing.

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Why Self-Publish – Part 1

You’ve finished your manuscript, or you’re getting very close to the end, and your mind is starting to turn to getting your work published. The hard work is almost over. Well … not quite.

I’d like to start this book on a positive note by confirming that all of the work is, in fact, behind you, but I can’t. You still have a fair bit to do. How much will depend on the path you intend to follow. Will you try to find a ‘traditional publisher’ to take your manuscript through to publication, or will you go down the self-publishing path? There is even a third path, but that is one to be avoided at all costs — more about that later.

Be clear on what your goals are and who your likely audience is

Before you even think about which of those paths to follow, you need to consider an even more fundamental question, one that will help you decide which is the best path for you to follow with your manuscript.

It’s a simple question — why did you write the manuscript you have written?

Was it because your aspiration is to be a best-selling, or at least a moderately successful, author (really aspire, that is, not just dream of such an outcome as almost every writer does at some point)? Was it simply to scratch an itch? Was it because you have some important knowledge you would like to share with a specific group of potential readers? Was it because you want to share a memoir or all that detail from your family history research with your broader circle of friends and family, or was there some other reason? Do you expect that there will be more to follow? Is this a one-off, or are you already thinking about (perhaps even working on) your next manuscript? What are your realistic hopes and expectations?

Having a good sense of the answers to these questions will help you establish who your potential audience is. This is as important a consideration as the question of why you wrote your manuscript in the first place. If your audience for your memoir or family history, for example, is your own circle of friends and relatives, you may not want to wait the one, two or even three years to find a traditional publisher and work right through their publishing process. Knowing your audience will also help you answer a number of other questions you will encounter along the way. What sort of cover will appeal to that audience, for example, what format and layout, and so on?

Knowing the answers to these questions will also help you decide which of the broad paths which lie before you you should follow.

Traditional Publishing

I’ll start with traditional publishing, that is, being published by a publishing company. Note that this does not include ‘vanity press’ or ‘subsidy publishing’ businesses, which masquerade as traditional publishing houses. That is the third path. More about that later.

Publishing with a major publishing house involves, as a first step, finding the ones that are currently accepting submissions for manuscripts in the genre you have chosen to write in. Once you have identified those publishers (this may not be a very big list), you will then need to submit a query letter or a proposal, along with your manuscript. When they receive your package, your manuscript will go into one of two piles (if you email it to them consider these ‘virtual’ piles). The priority pile will be for manuscripts from authors who have been published previously, though not necessarily by them. The second pile, which is likely to be a big one, will be for manuscripts from unpublished authors.

Photo by Samuel Zeller on Unsplash

As you can imagine, given the likely size of the second pile, the editor who must read those manuscripts and decide whether to offer the author a deal will probably follow a fairly ruthless decision-making process. Many manuscripts will be put aside for a rejection letter after only a few pages or, at best, no more than a chapter. Editors do not have the time to read every manuscript they receive in full and will quickly discard ones they don’t think the publisher can make a profit from.

Assuming you are one of the less than one percent who makes it through that sifting process, you may then be offered a publishing deal. Book deals typically involve the publisher purchasing all of the rights to your book from you. In return for this, you will receive royalties from any sales. In some cases, you may even receive an advance. An advance, however, is just that — an advance payment against future royalties. If you do receive an advance, you will not receive any further payments until royalties from sales exceed the amount already paid to you.

Perhaps more importantly, the publisher will take on the responsibilities and costs associated with designing, printing, distributing and marketing the book. You will be consulted on most of this, but the ultimate decision will rest with the publisher. Remember, they will have purchased the rights to your book.

The above process is usually a very slow one. Count on anywhere between 12 to 24 or more months before you either get a successful response to one of your query letters/proposals/submissions, or before you decide to give up! Dealing with rejection letters (all authors get them — J. K. Rowling received dozens before finally finding a publisher for her Harry Potter novels) can be very depressing. Many of them will give no reason for the rejection. Some may even be rude. A very few might offer some helpful advice.

Then you need to count on another 12 to 24 months to get through the publication process. Yes — it really can take that long! It is a rarity for the process to take less than 12 months.

If you can make it through all of that, as a traditionally published author, you will not have had to pay anything for your book to be published. The flipside is that the publisher will now own the rights to your book. They will pay you a royalty for every book sold. Average royalty rates are between 8% to 15%, though I’ve yet to meet anyone who got anything near 15%.

Pros of Traditional Publishing:

  • Gives you a lot of ‘street cred’ in the writer community, though the alternative, self-publishing, is fast becoming recognised as a completely acceptable way to get your book published.
  • The publisher will cover any editing, layout and cover design costs (this is one of the biggest advantages of traditional publishing).

Cons of Traditional Publishing:

  • You hand over all publishing rights to the publisher, who will then pay you royalties when the books sell. Average royalty rates are between 8% and 15%, as compared to somewhere between 35% and 70% with self-publishing — the publisher has to cover those editing, layout and book cover design costs somehow!
  • You may (this does not happen with all publishers) get paid an advance. However, this is an advance against future royalties. Once paid, you will receive no more payments until your total royalties exceed the amount of the advance already paid to you. 
  • Less than 1% of authors get accepted by a publisher.
  • Of that less than 1%, industry figures indicate that only a small percentage (best estimates are around 10%) of this number will make a profit.
  • If, after many rejections, you are accepted by a publisher (a process which itself may take up to 12  to 24 months or more), it will most likely take a further 12 to 24 months to get the book published and available in the marketplace, with the real possibility of the publisher deciding to pull out of the deal anywhere along the way (this does happen). This means that you can spend months if not years only to end up with a pile of rejection letters and a still unpublished manuscript. Even established authors cannot guarantee that their next manuscript will be accepted by a traditional publisher.
  • You will often find the publisher does a lot less in terms of marketing that you think is appropriate. They are running a business, and every decision to spend money is taken from a business perspective, not from the author’s perspective.
  • You will often find it difficult to easily access information such as up-to-date statistics on sales from the publisher.
  • You may find author copies from a traditional publisher too expensive to make them useful for you to acquire and market yourself locally or otherwise.

More about Why to Self-Publish next week!

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A New Editing and Publishing Business

Just a short post to say hello and introduce ourselves.

We’re a new business, located in northern NSW, in Australia. Serotine’s services fall into three broad categories – editing & proofreading, manuscript assessments, and assistance to authors wanting to self-publish.

In terms of editing and proofreading, we offer professional, affordable, editing services to any individual or business that wants to have an expert pass their eye over their material before they go to print or send it out to their customers or clients. Our principal editor, Mark McCabe is a qualified editor and proofreader. He is also a published author and has had an extensive former career as a senior public servant both for the Commonwealth Government and in the ACT public service.

We also undertake manuscript assessments to let authors know if they are on the right track with the material they are working on and to provide, if necessary, suggestions for aspects that may need further work or a different approach. Our goal in this regard is to provide authors with a constructive assessment that includes any recommended suggestions for improvement, rather than a report card.

Finally, we recognise that traditional publishing is becoming more and more difficult for authors to access. As a result, many are turning to self-publishing. The self-publishing process, however, has its own complexities. We will take your work through this for you to ensure that you get what you should be looking for from this process – a professional end-product that you will be proud to have your name on and which doesn’t shout ‘SELF-PUBLISHED’ as soon as someone looks at it.

There is no reason why a self-published book can’t be virtually indistinguishable from one produced by one of the big publishing houses. That’s where our experience and knowledge of the industry come into play. That’s why we self-publish through our publishing imprint – Serotine Press.

At the same time, we recognise that self-publishing is a cost, particularly for a budding author. With that in mind, our goal is to offer an affordable self-publishing service that is accessible to as many prospective authors as possible. Our aim is to help you get published. You retain all the rights to your book and our only ongoing fee is a very small percentage of ongoing royalties to cover our administration costs in managing that aspect for you.

Over the coming months, we will be posting more detailed blogs on various aspects of the editing and publishing process – starting with the self-publishing process.

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