Author Archives: Laine Cunningham

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About Laine Cunningham

Laine Cunningham is an award-winning author, ghostwriter, and publishing consultant who has been quoted on CNN Money, MSNBC.com, FoxNews.com, and other national and international media. Her work has won multiple national awards, including the Hackney Literary Award and the James Jones Literary Society fellowship. She has received dozens of fellowships and residency slots from programs like the Jerome Foundation, the Vermont Studio Center, the New York Mills Cultural Center, Wildacres Center for the Humanities, Arte Studio Ginestrelle in Assisi, Italy, the TAKT Kunstprojektraum in Berlin, Germany, Fusion Art in Turin, Italy and The Hambidge Center. She is also the author of the travel memoir "Woman Alone: A Six-Month Journey Through the Australian Outback" and a series of Zen and Wisdom books combining unique inspirational text with beautiful photos.

Spring2014Show

Penguin Random Selling Direct to Readers

Penguin Random House is forming a consumer marketing group to market its titles and authors. The initiate includes enhanced development of digital programs, platforms, and partnerships. This will mean better sales for authors, expanded readership and easier discovery for readers, and better profits for the publisher. These kinds of initiatives are critical in a market where the number of indie bookstores have fallen dramatically in the past five years and where Amazon consumes a substantial portion of digital sales.

Amazon is a Wolf Eating Its Own Cubs

The Association of Author’s Representatives, the organization that many top agents are members of to prove their professionalism and ethical approach, has sent a shot across Amazon’s bow.

Currently Amazon is delaying deliver of books by Hachette authors by as much as three weeks. The move is intended to force the publisher to accept terms Amazon wants for book prices. Amazon has used this tactic in the past.

Every time this happens, my first thought has been, What about the authors? They are the ones suffering as their books are withdrawn or delayed. Readers, too, suffer when they can’t receive the books they want easily or quickly. Here’s a comment I made on Publisher’s Weekly’s site about the issue:

When this battle first broke out, my immediate thought was, What about the authors? Amazon has used these tactics in the past against publishers but never has anyone in a place of authority inside publishing stood up for the authors and the readers who suffer. Finally, this time, authors, readers and publishers and their associates are standing up to say, Enough! They are engaging in unfair trade practices, and are acting like a monopoly. Shame on them, especially since a recent court case found other publishers guilty of price-fixing…because of their negotiations with Amazon. Amazon is important to authors and readers…which is why it should be ethical in its approach to business. This is just a wolf eating its own cubs.

Conference Info

The Wyoming Writers Conference takes place June 6-8 in Sheridan, WY. Agents who will attend include April Eberhardt of April Eberhardt Literary and Jessica Sinsheimer of Sarah Jane Freymann Literary.

Contest Info

Writer’s Digest Writing Competition offers a $3,000 grand prize with additional cash prizes for other levels. Check out their website for more info.

Sell 3K Books, Hit the Bestseller Lists

Recently I had a client ask how many copies of a book she needed to sell to hit the bestseller list. And she wasn’t talking about Amazon or any other digital retailer’s lists…she meant the oldest and most prestigious lists like USA Today and the New York Times.

She was shocked when I told her the number could be as few as 3,000.

The time factor is important with lists. Selling 3,000 copies a year or even in a month won’t put you on any lists. But selling 3,000 in a day could…or even that number over a week. Let’s look at some hard figures.

Publisher’s Weekly presents the week’s top-selling books. March 31 of 2014, Divergent had sold 87,563 copies to land at #1. This is for the Top 10 Overall listing, not the individual category numbers. Number 10, not that far down the list, only sold 24,494.

Now look at the individual categories. For Mar 24 through Mar 30, number 10 on the hardcover fiction section sold 4,086 copies; number 25 sold 1,818. In paperback mass market, number 10 sold 9,770 and number 25 sold 5,059. Paperback trade’s number 10 sold 7,182 and number 25 sold 3,643.

Note that these numbers might represent only 80% of actual sales due to the flaws in the tracking system publishers use. Still, 3,000 is often the magic number. And since only 3,000 units separate the number 10 slot from the number 25 slot, it is magical in a different way…boost sales just by doubling, and still be in the bestseller slot with fewer than five figures in unit numbers.

Finally, remember this key fact: since the big bestseller lists frequently offer more than 10 slots (some have as many as 100), the chances of hitting the list at any slot increases further.

Excited yet? You should be! Contact Writer’s Resource to discover ways to manipulate the sales-over-time ratio that is so important to creating a bestseller.

What the Author Earns Per Book

On hardcovers, authors earn 30% of the publisher’s gross revenue. This equals 42.5% of the total margin, which is defined as the amount the author and publisher earn combined.

On ebooks, the author earns 25% of gross revenue. For now, most publishers are holding that number steady and will not negotiate higher percentages unless the author is very well-known or the author has a strong agent advocating for them.

This tells us two things. First, publishers are fairly compensating authors for hardcovers. Second, the debate over the fairness of the author’s share of digital revenue is valid. People should be asking why publishers are withholding a larger portion of the profits when the author is the creator of the content on which publishers make money.

 

Top Three Places to Sell Books

Books can be marketed through a number of channels. Right now, the top three places to sell books are:

Ecommerce, which moved 43.8% of the copies in 11 months of 2012. This was up nearly 9% from the previous year’s figures.

Large chains (bookstores), which claimed 18.7% of the market that same period, down 10% through all of 2011.

The general “all other channels” category moved 15.2%, up half a percent from the previous year.

Removing the general category from the mix, the single channel that came in third was mass merchants (Costco, Walmart, etc.) with 7.7% of the sales.

 

Contest Info

The Dorothy Churchill Cappon Creative Nonfiction Award offers $1,500 plus publication. Deadline is May 18.

Better Action Scenes

Authors know that pacing is impacted by how long a particular passage runs. Often the longer the passage, the more time readers experience passing. There is one important exception: when the scene involves high action or suspense.

In this case, one of the best ways to enhance the writing is to slow down. Focus on the details that a character pressed mentally into a high state of alert will notice, and feed those to the reader. Fear, panic and the awareness of danger tends to make people hyper-sensitive to those kinds of details, so providing them in the narrative will connect readers directly with the emotional tone of the scene.

Audiobooks Provide New Opportunities

Audible launched the Audiobook Creation Exchange (ACX) in May of 2011. It gives authors a platform on which to expand their audience base and connects audiobook professionals with authors. It has its own fan base of listeners around the world.

After starting with 1,000 titles, they have helped create 26,000 people create audio titles from their works. The site offers a bounty payment of $50 every time an audiobook on their site is the first purchase of a new AudibleListener member.

Indie Authors at London Book Fair

Representatives of Publisher’s Weekly and Kobo, the ebook reader that is very indie friendly, both noted that the room where the self-publishing events took place was so crowded they could not see the front of the room. One had to use his cell phone to look over the crowd to see the speakers and panelists. This is only one of the many indicators of the popularity of self-publishing, and the extent to which it is disrupting (in a beneficial way) the old-school methods of the publishing industry as a whole.

Juvenile Publishing Requires Unique Approach

At the Bologna publishing conference, a panel spoke about children’s publishing. It noted that a “nimble” approach was required…meaning that publishers had to be quick with distributing apps and other digital components to attract and engage readers.

One of the primary points to come out was that branding is a big deal even within juvenile arenas. No one can simply wait for Apple or Amazon to pick their product or app from the slew of incoming projects. Instead, publishers need to grab new opportunities for combining forces.

One of the newest things I’ve noticed lately is groups of authors teaming up to offer package deals on books. For a set price, usually equaling $0.99 for each book in the package, buyers get four, five, six or even twelve books at once. Authors copromote on their social media and often have found themselves achieving bestseller lists.

Conference Info

Writer’s Digest Conference happens in New York City Aug 1-3. Four separate writing tracks to personalize your experience, agent-led boot camps, their usual pitch slam, and a mini bonus conference on Friday evening.