Featherstone 
10 reasons why indie authors may just save the traditional publishing industry
At the end of a year working on various manuscripts for authors; strategising approaches to publishing pathways and book marketing plans; judging book awards; attending writers festivals, conferences and author talks–oh yeh, and reading a whole lot of books–I’m feeling energised about the opportunities ahead for indie, hybrid and trad-published writers.
Why? Because what indie authors are doing in the space is not just great for them and readers, but also showing trad authors and publishers what’s possible. And that matters, because books and the ideas within them matter to society so we want all sectors of the industry to be healthy – and we want our authors, no matter how they publish, to be able to fund their creativity and craft as needed.
Here are 10 reasons why I think indie authors are having such a positive effect on the wider industry:
- Indie authors provide unexpected reads: rich, interesting and unusual stories that aren’t seen as ‘commercial’ by the Big Five publishers–this engages new and lapsed readers, serves them well, and leads every-now-and-then readers back to books as a habit again, benefitting the industry as a whole.
- Indie authors have perfected writing for micro niches (steamy paranormal romance with time travel and psychics anyone?) and interests (caring for native bees anyone?) this excites readers as they feel seen and will often gobble down entire series and go on to explore more in the genre/subject area. When readers are hooked in this way, they TALK about books to others (rather than the weather, the latest Netflix show etc), thus promoting reading as a valid hobby/indulgence/necessity to others. They start adding books to their gift-giving too.
- Self-published authors adopt innovative marketing strategies and tactics–not just because they must if they want visibility, but because they are able to channel their creative spirit and passion into the task without filters or restrictions. This shows other authors what’s possible.
- Self-publishers don’t have a corporate budget to tap into so are often driven to get the most bang for their buck. This leads to setting up systems and processes to track what’s working and what’s not in their marketing spend. This personal accountability and the data generated, lead to learnings and best practice which filter out to other authors.
- Indie authors are great collaborators and have the freedom to do so using the tools at their disposal. A great example of this are newsletters swaps (sharing information about each other’s books in newsletters). This collegiality leads to a commercial win-win. Yes, trad-published authors share info on other authors’ books too such as posting on socials but they don’t tend to have sophisticated marketing apparatus at their disposal (though this is changing as more trad authors take on a bigger role marketing their own books).
- Indie publishing is all about ground up, rather than top down. Online spaces for indie authors are a thriving centre of cooperation and information. No one is trying to protect the top of the pyramid by withholding information or contacts, because there is no pointy end to protect. The joy of there being limitless book contracts in the indie world, and no one to compete with for that first, second or subsequent book deal leads to valuable sharing of info and loads of encouragement.
- The pace at which self-publishers attempt things, and how quickly they can cycle through trial and error, pushes the whole industry forward compared to the snail’s pace change of traditional publishing houses where multiple levels of approval to change musty practices are required.
- Indie authors are innovators, expertly weaving or crashing through standard practices to enact their vision, such as finding ways to technically achieve super cool special editions and merchandise. This is basically author-led R&D and increases the capacity and technical expertise of industry suppliers for all.
- The entrepreneurial approach, guerilla tactics, energy, vibe and authenticity of indie authors is a BUZZ. It’s refreshing and inspiring.
- Hybrid authors (those who sell indie as well as have some books, series or pen names with traditional publishers), often school their trad publishers on covers and blurbs that sell – because they have the data and know what works. That leads to improvement for trad authors as that knowledge filters down.
And an important bonus reason:
11. Indie authors have driven the demand for print on demand (POD) services and the expansion of POD capacity, quality and capabilities. POD leads to a massive reduction in waste (pulped copies when books are over-ordered and not sold). That’s huge for the sustainability of the industry and more traditional publishers are turning to POD for some of their needs.
Ha! You may say – but is the traditional publishing industry worth saving? Should an industry that profits at the top end while paying such a measly amount to the average author benefit from the trailblazing spirit of indie authors? I don’t have an answer to that, except to say, change can happen there too. Here’s to a 2025 where trad authors take heart from what indie authors are achieving and come together with other trad authors to advocate for change in the industry and for higher royalties!
If you’re a trad or indie author seeking assistance, support, or a brainstorm for your current project or publishing or marketing strategy, book in for a one-on-one consult with me and let’s get things happening.