Episode 300 - Lessons from a Changing Publishing Landscape with Mark Leslie Lefebvre
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Mark Leslie Lefebvre discusses LESSONS FROM A CHANGING PUBLISHING LANDSCAPE, including trends in book design and special editions, shifts in production and distribution, Bookshop.org’s expansion into eBooks, strategies for direct sales and backlist marketing, and how increases in costs of print book production merit increases in prices as well. We also discuss the innovations we hope to see in the next two years.
Mark Leslie Lefebvre is the author of more than twenty books that include fiction and thrillers, and paranormal non-fiction explorations. He has also edited numerous anthologies. With three decades of experience in bookselling and publishing, Mark is a seasoned and trusted book industry professional who embraces both traditional and indie publishing options.
Episode Links
https://books2read.com/playbook
Summary
In this episode of The Indy Author Podcast, Matty Dalrymple talks with Mark Leslie Lefebvre about changes in the indie publishing landscape since August 2023, drawing on the framework of the Alliance of Independent Authors’ processes of publishing: design, production, distribution, marketing, and promotion. The conversation also looks ahead to what they would like to see in the next two years.
The discussion begins with design, both interior and exterior. Mark notes a growing trend toward creating special editions with features such as colored or patterned page edges. Advances in print-on-demand (POD) technology from companies like IngramSpark, Lightning Source, and others now allow indie authors to produce unique, visually striking books without large print runs. This reflects a return to appreciating the physical book as an art object. Matty observes that far from replacing print, eBooks have spurred indie authors to enhance the print experience for readers who value physical books. She links this to the concept of the “artisan author,” a term popularized by Johnny B. Truant, which represents a shift from rapid publishing toward crafting distinctive, high-quality products.
In production, Mark highlights the cyclical nature of trends such as serialization, recalling earlier experiments with serialized fiction and Amazon’s Kindle Vella. While platforms may lose interest in such formats, indie authors often find ways to adapt the ideas for their own purposes. Matty notes that Amazon once promoted short fiction in a way that made it easy for readers to find content tailored to their available reading time, though that functionality is now harder to find. Both agree that indie authors can pivot more quickly than traditional publishers to test new formats and capitalize on shifting reader behaviors.
When discussing distribution, Mark shares inside information about bookshop.org’s expansion into eBooks. He signed the Draft2Digital agreement with them in September 2023, though indie eBooks have yet to go live on the platform. The eventual rollout will allow authors to sell eBooks while directing a portion of proceeds to independent bookstores. Matty points out that for authors who prioritize relationship building and marketing over maximum royalties, bookshop.org could be a compelling alternative or supplement to direct sales platforms like Payhip. Mark adds that authors can also create affiliate accounts with bookshop.org to earn commissions on any sales through their links, whether for their own books or others.
The conversation moves to marketing, which ALLi defines as ongoing foundational activities such as maintaining an email list and a website. Mark observes that Amazon has become more of a pay-to-play platform, making it harder to gain visibility without advertising. Many authors are redirecting their ad spending toward direct sales, often promoting high-value digital box sets that provide a better return on investment. He also notes the growth of Written Word Media’s “promo stacks,” which allow authors to schedule and manage multi-platform promotions from a single dashboard, saving time. Companies like BookFunnel are cited as examples of businesses that respond directly to indie author needs, developing tools to solve specific problems.
On promotion, defined as time-limited, campaign-based activities, Mark says more authors are targeting promotions to drive traffic to their own stores rather than retailer sites. Matty observes that BookBub Featured Deals now include many traditionally published backlist titles, often priced higher than in the past. This reflects traditional publishers adopting strategies indie authors have used for years, particularly the emphasis on backlist marketing. She has shifted from applying for Featured Deals, which have become more competitive and expensive, to running BookBub ads that allow her to target readers actively looking for books. Mark notes that larger publishers and high-earning indie authors with substantial ad budgets now compete in spaces that used to be dominated by smaller indie publishers.
The conversation touches on changes to Amazon’s print pricing policies. Amazon now requires print books to be priced at $9.99 or higher to qualify for the higher royalty rate, a move both see as a nudge to stop undervaluing print. Mark points out that printing costs—especially paper—have risen significantly in recent years, making it unsustainable to price print books too low. He emphasizes that print and eBook pricing strategies should differ, given the higher production costs for print.
Looking ahead, both Matty and Mark share innovations they would like to see. Matty would like to see the return of the Espresso Book Machine—an in-store POD system that could produce a paperback in about 15 minutes—allowing customers to order exactly the edition they want, potentially in different languages or with special features. Mark describes his own experience investing in the machine when managing a university bookstore, using it to produce custom textbooks and reduce costs for students. He sees potential for such technology in small-footprint retail locations like airport bookstores, where stock is limited but demand for a wide range of titles exists.
Matty also wishes for writing software better suited to co-authoring, noting the limitations of current tools like Google Docs, Word, or Scrivener for collaborative projects. Mark adds that he would like a universal payment-splitting system for co-authors, applicable across all sales platforms, to simplify royalty distribution. While some platforms like Draft2Digital and PublishDrive offer payment splitting, handling sales from multiple sources remains labor-intensive.
Mark envisions growth in customizable audiobooks, where listeners could choose different narrators or even celebrity voice models. Advances in AI voice technology, such as ElevenLabs, make it possible for authors to license their own voices for narration and earn micropayments each time they are used. He has already earned income from licensing his AI voice and sees potential for multi-cast productions with voices matched to how authors imagine their characters.
Throughout the conversation, certain themes recur: the importance of owning and nurturing an email list, the advantages indie authors have in adapting quickly to market changes, and the growing viability of direct-to-reader sales. Both Matty and Mark stress that while trends will come and go, foundational practices—such as controlling rights, maintaining direct reader relationships, and producing professional-quality books—remain critical to long-term success.
Notable quotes include:
· On the enduring importance of email lists: “That was the top thing in 2013, and I think it is still one of those pieces of advice … that hasn’t changed since then.” (Matty)
· On the shift toward high-quality print: “Print never died. It just had beautiful little digital babies.” (Mark)
· On Amazon’s pricing changes: “Ironically, a lot of authors need Amazon to kick them in the head in order to change their behavior.” (Mark)
· On direct sales: “If I’m going to spend money on a Facebook ad, I’m going to make it a digital box set… so the dollars I’m investing aren’t returning me 35 cents, they’re returning me $18.” (Mark)
The episode concludes with both expressing enthusiasm for reconvening for episode 400 to revisit what has changed. Whether it’s advances in POD technology, new tools for co-authoring, or innovative audiobook formats, the conversation underscores the dynamic nature of indie publishing and the opportunities available to authors who stay informed and adaptable.