The Department of Justice, Publishing and Amazon Eating the World

The results of the ongoing DoJ suit against major publishers and Apple is going to filter through the publishing industry and affect us all, whether readers or authors.

A brief recap for those who haven't followed the case: The Department of Justice has accused 5 of the Big 6 Publishers, Hachette SA, HarperCollins, Macmillan, Penguin and Simon & Schuster, along with Apple of colluding to fix eBook prices. The collusion appears to have been fairly open. The publishers and at times Apple executives even met to discuss the price fixing in fancy New York restaurants. The collusion went right up to the top and appears to have started at the suggestion of Steve Jobs. Amazon was reducing eBook prices and Apple wanted to see eBook prices kept high (the opposite of their position on music). 

Mind you, I think in a back hand way we indies  benefited by publisher prices being artificially kept high by making our lower priced novels attractive to buyers in comparison, but I also believe it was bad for the industry as a whole.

Here is a Time article as background: DOJ Sues Apple Publishers for Price Fixing
 
The price fixing keeps the market share of ebooks from growing at the rate it would normally, so in the end we all end up hurt, including those of us who end up paying more than we should for eBooks as well as those of us who sell them and want to see the market expand.
 
Simon & Schuster, Hachette and HarperCollins have settled with the DoJ and agreed to penalties which include government oversight and restrictions on agreements that would allow them to benefit from past misbehavior. Not long ago the DOJ asked for industry comments regarding its proposed settlement with those companies.

Needless to say, the companies which had benefited from the collusion such as Apple, B&N and the Authors Guild, led by Scott Turow, whose members are all signed with big publishers responded saying in effect that since they benefited from the price fixing it should be allowed. However, the position of most indie authors was the very opposite.

It was the intent of organizations such as Authors Guild that support for the DOJ position would be overwhelmed by their attempt at a coordinated letter-writing campaign. This attempt failed.

Authors such as Joe Konrath, Laura Resnick and David Gaughran (whose letter was signed by 184 additional indie authors) wrote letters favoring the settlement. Special thanks go to author David Gaughran who helped so much to ensure that the voices of independent authors were heard.
 

Today the DoJ published its lengthy filing regarding the public comments: Response of Plaintiff United States to Public Comments on the Proposed Final Judgment

Much of that is worth reading but at 70 pages it's not easy going. I felt the most salient part was this:

"protecting profits attributable to collusion is squarely at odds with a fundamental purpose of the antitrust laws: the promotion of competition. And, many of the so-called“ procompetitive benefits” that these commenters believe will be lost if the decree is entered are illusory or cannot be attributed to the collusion.While the Tunney Act directs the court to consider the impact of the settlement on third parties, these third parties are limited to those “alleging specific injury from the violations set forth in the complaint.” 

In this case, the third parties that the Court is directed to consider under the Tunney Act are the consumers of e-books, not the brick-and-mortar booksellers, which admit that they benefited from the conspiracy. The booksellers’ objection is not that they were harmed as a result of the violation, but that the proposed Final Judgment ends the collusively-attained equilibrium that provided them with an anticompetitive windfall."

(Pages 18 and 19 of Response of Plaintiff United States to Public Comments)

For me, the comment by author Laura Resnick quoted in the DOJ Response expressed it very well: “breaking the law is not a reasonable reaction to being faced with aggressive business competition.”

The DOJ response has provoked much foaming at the mouth (especially at Publishers Weekly and commenters there) from traditional publishers and those with related interests who continue who insist that if there isn't price fixing that Amazon will eat the world. Or at least the eBook reading portion of it.

Zon Destroyer of Worlds and its evil sidekick Kindle
© Dalya Moon

There is an internet meme that Amazon is mysteriously a "monopoly" although it fits none of the requirements for being a monopoly such as complete control of a product source. Amazon does not control the supply of eBooks and has no way of doing so.  And even if it were a monopoly (which it isn't), that wouldn't make price fixing on the part of Apple and the publishers involved legal. It would only mean that there should possibly be separate action against Amazon. 

In fact, however, the DOJ dismissed the monopoly charge with the comment: “No objector to the proposed Final Judgment has supplied evidence that, in the dynamic and evolving e-book industry, Amazon threatens to drive out competition and obtain the monopoly pricing power which is the ultimate concern of predatory pricing law.”

I have absolutely no doubt that we are very near the end of the eBook price-fixing scheme as we have seen it for the past several years. This means we are near the end of unconscionably high prices for eBooks from major publishers. While this may increase the downward price pressure on my own novels, I am convinced that in the end it will increase the eBook market, possibly very rapidly, and thus benefit all authors.

Most importantly, it will make eBooks more accessible and more affordable for readers. 

 

Traditional Publishing and EBook Royalties

There is considerable buzz about Joe Konrath's recent post in which he told the bare truth about what the Big 6 are doing to traditionally published authors on royalties. After repeating a recent conversation with a NYT selling author he commented on the royalties:

The 25% the publisher is offering is actually based on net. So you're getting 17.5% of the list price. (Amazon gets 30%, they get 52.5%--which is obscene)

When your agent gets her cut, you're earning 14.9% of list price on ebooks.

Read the whole blog post. It is a must read for all authors, traditional or not. Joe does some great number crunching for a wordsmith. But let me repeat what I think is the salient bit of that comment.

It Is Obscene.

Let me revisit the thinking behind the DTB royalties. The 15% was originally devised so that after allowing for the substantial costs that publishers had in editing, cover art, promotion, blurb writers, shipping, storing, etc. that the profit would be split about evenly. The publisher got about half. The person who produced the thing--the author--also got about half.

Under the Big 6 eBook set up the big hog at the trough, the publisher, gets almost all and the one who produced it--the author--gets a pittance.

Do we have a serious problem here? Let me answer my opinion on that. Yes.

My question, frankly, is why are so many authors putting up with it?

The times, my friend, they are a-changing. I suggest that we change with them.

Self-Publishing in the New World

As a lot of people have pointed out, in the last two years an entire new world has evolved in publishing: Self-publishing authors on Kindle and Nook. So I'm going to take that as a given for the moment. I'm not going to discuss whether it's good or bad. What I do want to do is take a couple of steps back from where I am now and discuss the process that my co-author, C. R. Daems, and I went through to get Wings of Evil ready and on sale.

So what do I think you need to do to have a chance to be successful publishing your own novel? What did we do to try to reach that goal?

The first thing, and I hope this is a given, is pay a lot of attention to advice from people like Joe Konrath, Kristine Kathryn Rusch, and Dean Wesley Smith. Joe and Kris particularly led the way in this revolution. They have great advice on their blogs. They are in my blog roll to the right side of my blog. I should also give a special word of thanks to Victorine Lieske who has been more than generous with her advice.

But once you've done your research, what then. You have that novel in hand. The first thing to do, (do I need to tell you this?) is edit that sucker until it shines and get some beta readers to give you feedback on it. Pay attention to the feedback. This is no time to be defensive. No, you don't have to take all the advice, but even the advice you don't totally agree with may have kernels of wisdom.

Then you need a good cover and blurb. The problem for writers is that these are really separate skill sets. Few of us have graphics skills and writing blurbs is very different than writing novels. For this, I went to a support system. I'm an active member of both Critique Circle and the Kindleboards. And let me tell you, people there have opinions and they will tell you those opinions. Everyone hated my first try (well, not mine in the case of the cover--I do NOT do graphics) at a cover and blurb. But I learned why. I was told what to look for in a cover. I tweaked. I reposted. I got more feedback.

Did I ever get something that everyone loved? No. But I got something that a lot of people did like or love. I decided that was as good as it was likely to get, so I went with it. One advantage of self-publishing is that after a while if I get negative feedback from readers or if I don't get sales, I can change them.

I would strongly advise something like this for anyone who is going to put their novel up for sale. Don't depend solely on your own opinion, just as you don't with your novel. You need other people's eyes and opinions, or most of us do anyway.

Then there is the whole formatting nightmare. It is IMPORTANT for your novel to be well formatted when people buy it. I didn't do my own formatting. It happens that my co-author, C. R. Daems, is a total guru about things computer. He did it. (He is a wonderful person. I don't discuss him much but I owe him more than I can begin to tell you. He is patience personified)

Then and only then after what probably took months, you can open accounts with Amazon and B&N, where they want everything short of your great-grandmother's maiden name to open an account, and upload your novel, cover and blurb. It took us from 24 to 48 hours to have them go live on Amazon and Barnes & Nobles.

Then--well, getting sales is a whole different post. Maybe a lot of them.