Squaring the Distribution Circle

Authors looking to go the indie route often struggle to fully grasp the idea of distribution. (I certainly did when I started Motion Publishing in 2010.) At first glance, the concept seems straightforward. In reality, though, the subject is far more complex than most believe.

Tanya Hall recently explained its nuances on Jane Friedman's blog. Her post is worth reading. TL;DR: Not all distribution is created equal.

Passive Distribution

There's a chasm between passive and active distribution. In the former, an organization—typically IngramSpark—lists the author's book in its vast wholesale catalog. If an individual, retail outlet, university bookstore, or other party wants to buy the book, it does. IngramSpark then prints the ordered copies on demand.

Not all distribution is created equal.

That's the good news. Here's the bad: Nary a single person at IngramSpark cares if your book sells at all.

Active Distribution

With active distribution, a publisher either:

1. Purchases and prints physical copies of the title—and we're not talking about a few dozen. Its internal, dedicated salesforce then works its channels and industry connections to move existing inventory.
2. Works with Ingram Publisher Services, Independent Publishers Group, Macmillan Publisher Services, or another third party to move copies of a title en masse. It's just another form of outsourcing.

In either case, human beings care if the books in their purview sell—and not because they believe in the power of the written word or agree with the authors' messages. Those statements may apply, but make no mistake: it's about money.

On Title and Subtitle Redundancy

Thoughts on author term stuffing, specious claims, and lack of imagination.

Racket PublishingPhil Simon

What You Need to Know

Of course, all indie nonfiction authors want active distribution. Who wouldn't sign up for dedicated professionals hawking your book to booksellers of all types? Before you go all-in on it, though, here's the critical question that you need to ask:

What happens to those unsold copies?

You're going to either buy all of them back or pay to have them shredded. Reps at Macmillan Publisher Services won't incur the inventory costs out of the goodness of their hearts.

Know as much before you sign anything with a hybrid publisher or distribution service. As always, there's no such thing as a free lunch.