Episode 297 - Print Strategies for Indies with David Wogahn
Are you getting value from the podcast? Consider supporting me on Patreon or through Buy Me a Coffee!
Amazon Music | Apple Podcasts | Spotify | Overcast | Castbox | Pocket Casts | Podbean | Player FM | TuneIn | YouTube
David Wogahn discusses PRINT STRATEGIES FOR INDIES, including the pros and cons of using platforms like IngramSpark and KDP for print-on-demand services, sharing insights on costs, logistics, and strategies for maximizing print book sales. David highlights the technical challenges of producing high-quality print books and the dynamics of managing discounts and pricing. The conversation covers the complexities of print runs, hardcover editions, large print books, and the importance of aligning one's distribution strategy with specific goals and budget.
David Wogahn is the founder and president of AuthorImprints, which is a Partner Member of the Alliance of Independent Authors (ALLi), and has taught self-publishing classes for Writer's Digest University, Jane Friedman, ALLi, the Independent Book Publishers Association (IBPA), and the Santa Barbara Writers Conference, among other publishing professional organizations. David is the author of six books about self-publishing, including the Countdown to Book Launch® series. In 2012, he became the author of the first LinkedIn Learning course on the topic of self-publishing.
Episode Links
https://www.authorimprints.com/
https://www.linkedin.com/in/wogahn/
https://janefriedman.com/do-you-really-need-ingramspark/
https://www.youtube.com/watch?v=9KjPcw64Izg
Summary
In this episode of The Indy Author Podcast, Matty Dalrymple talks with David Wogahn about the intricacies of print publishing for indie authors, with a focus on the role of IngramSpark and other platforms like Amazon's KDP. They explore how these platforms fit into an author's broader print distribution strategy, considering factors like market reach, costs, and quality control.
Matty introduces David, highlighting his extensive experience in the self-publishing arena. David shares insights on IngramSpark's significance for authors looking to distribute their print books professionally. He outlines that IngramSpark and KDP are two dominant platforms in the market, noting that while KDP is tailored for Amazon sales, IngramSpark offers expanded distribution to brick-and-mortar stores and libraries, which is crucial for authors targeting broader physical retail channels.
David explains the complexities related to pricing print books, emphasizing that authors often need to weigh manufacturing costs against the discount required by retailers. For instance, authors must decide on offering wholesale discounts typically ranging from 40% to 55%, impacting potential profits. David suggests that during active marketing periods, such as a book tour, the higher discount might be necessary but should be reduced afterward to improve profitability.
The discussion also touches on the emotional and practical aspects of print books. Print copies often signify a milestone for authors who dream of seeing their work physically manifested. However, David cautions that relying solely on print can complicate distribution compared to eBooks, which are simpler and more cost-effective to manage.
Large print formats and hardcover editions are also considered. David discusses the potential appeal of large print to certain audiences but highlights the increased production cost and complexity. Hardcover editions often present quality control challenges in POD (Print on Demand), an aspect David describes as "consistently inconsistent." He suggests that hardcover might serve more as a collector's item or for promotional purposes rather than primary sales channels.
Matty and David further explore the nuances of POD quality. They agree that while IngramSpark might present more variability in print quality, KDP offers superior customer service when issues arise, making it easier to address quality disputes. One notable anecdote shared was how problematic prints could result in IngramSpark sending replacement dust jackets due to significant errors.
For those contemplating whether to do a print run instead of relying on POD, David advises careful consideration of projections for sales demand and event opportunities. A print run may be justified if an author is certain about sales volume, has specific requirements for book quality or content (like color printing that POD cannot accommodate), or needs to meet demands for a particular event.
In closing, David emphasizes the importance of aligning an author’s distribution strategy with their goals, budget, and specific book needs, using POD services flexibly and strategically. He concludes by reinforcing IngramSpark’s role, or similar platforms, as critical for any author aiming to reach bookstores and libraries—markets that do not typically purchase through Amazon.
This episode serves as an invaluable resource for indie authors navigating the complex landscape of print publishing, providing practical advice and strategies to optimize their print distribution approach effectively.