Servant Now in Paperback!

ByJohn Brown

The Stocking Stuffer for LORD of the RINGS readers

Make someone happy with 624 AWARD-WINNING pages of thrilling ACTION, cool MONSTERS, & wicked MAGICS.

  • ~ Best Novel of the Year Whitney Awards, speculative fiction
  • ~ Engrossing Publishers Weekly
  • ~ Provocative Booklist
  • ~ Starred Review! Library Journal
  • ~ A great setting, a smart story Brandon Sanderson

This book makes crowds cheer*. Only $7.99. Read the first chapter.

 ORDER NOW FROM

*tested on a statistically valid sample of gerbils, hamsters, and various other intelligent rodents who all cheered with wild delight at the reading and then asked for more peanuts and crackers

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    Writing Update: 5/21/11 – visualize first, scene goals, the power of research

    ByJohn Brown

    I finished two chpaters this week. I’m quite a bit behind my stretch schedule which has me finishing the beginning of August although not too far behind my my conservative schedule which has me finishing the end of September.  A few more weeks and we’ll see if I’m giong to meet the stretch schedule.

    A lot of these first seven chapters are the same scenes as from before. Well, the same idea. But because enough has changed in the situations and because I’m writing some of the scenes from different points of view I have to rewrite them. So while I hope to catch up with some copy and paste from the last draft, I just am unable to do that here. 

    Visualize –> Report

    I thought I’d share one of my key methods for writing scenes. Here’s what I’ve found: when I can visualize the scene, it’s fairly easy to tell the reader what’s going on and to structure it in a way that achieves my purposes. When I can’t visualize it, I have nothing to tell. So for me the first thing I have to do is to see what’s going on. Then I can report as if I were there. Or if it’s from a more deep point of view penetration, I can report from my character’s eyes.

    So the sequence is to visualize (do the things that help me get that visual, feel, sound, etc.) then report in a way that will transport the reader and present the things I feel I need to present because they’re cool or because I want to generate a specific effect. 

    This is why I use the sketch/draft method. I sketch things out to get an idea of what’s going on first. Sure, I’ll discover details as I write. I’ll sometimes realize my first idea was off or wrong or won’t work. But if I don’t have an idea in the first place, I simply can’t write. It’s all a blank screen. One of the biggest causes of writer’s block is simply a lack of invention–of not having anything to write about because nothing’s in the mind of the writer.

    First have something to say. Then say it.

    Of course, you have to come up with the scenes in your mind before you have something to say. That takes some exploratory drafting, sketching, creative Q&A. You can see Orson Card doing some takes here in his writing lesson “Beginnings“, trying to help flesh it out in his mind. 

    The main tool I use to sketch is the summary–a bullet point or chapter outline like a posted about last week. However, sometimes it’s not enough. Sometimes I need an actual map to block out who does what and where. This week, for example, I was writing about Sugar coming into a village. She needed to enter then encounter some dead bodies.  I spent something like 45 minutes typing hardly anything and then realized-duh!-I don’t know what’s going on, where she’s going, why. I can’t see this place at all. I needed helping visualizing it first, not in super detail, but enough so I could report.

    So I took five minutes to sketch a simple map of the village, where she was when she entered, and where she was going, what was likely in the yards, the fences, etc. Once I saw it, I could then report, just tell what I saw as plainly as I could to the reader. I know these scenes fairly well, this being the FOURTH FREAKING DRAFT of this novel. And yet I’ve had to do some drawing for two scenes so far (the other drawing was for an ambush that wasn’t in the last draft). Because again, things had changed. And I had to see it before I could report it.

    Other tools that help me visualize and hear are actual photographs of things or people. Or audio of people’s voices. I was struggling getting a character in my mind for my short story LOOSE IN THE WIRES. I was listening at the time to Susan Grafton’s O IS FOR OUTLAW and when the actor performed this one character, suddenly I HEARD it. Boom, the guy came alive in my mind. Once alive there it was relatively easy to put him down on paper. Again, I was just relaying it to the reader.

    So I believe that what a writer must do is bring the situation to life in his or her mind first. It won’t be everything in exact detail. There’s a lot to be discovered in the writing. But it will be enough that it will feel like you’re simply telling something you saw or experienced.

    Scene Goals

    While writing, of course, I have objectives for my scenes. Sometimes I’ll do exploratory drafts, not having any goal except to see what happens and invent something cool. But that’s usually in my pre-draft stage. At this point I have a rough idea of where the story is going to go. I’ve already done a lot of the inventing. Now I have to translate it to scenes. And so I find having a quick list of objectives for the scene, along with my brief summary of what I’m expecting to happen, helps me visualize as well.

    Here are two examples of what a list of scene goals might look like for me.  These were for two scenes in draft 3 of CURSE.

    Example 1:

    • This is the time for her to make her HEROIC CHOICE. I want a heroic moment.
    • Terror of Legs being lost
    • Legs seeing her for the first time the next morning—he IS going to experiment because Urban is gone. Does he give something to her, his weave, twisted—Flax helped me.
    • Some tenderness
    • Last time with Mistress until the final battle

    Example 2:

    • Skir battle coolness. Need some surprises
      • Ayten dragging off souls
        • Sees it below on the ship
      • Seafire
      • What cool skir thing could there be?
        • Whirlwind
        • What would happen if a skir dived?
        • Some missiles, stones in the wind
        • First sight of that. She ship has slingers etc.
    • Sugar having to choose to leave people, see the beginnings of harvest
    • Oh Crap moment at end—this is going to be bad
    • This is the setup for the next scene where She and  Urban are spying and after the assessment, he says, we need to go. And she’s in indecision, and he says I will wait until, and then I will leave.

    They’re fairly simple.  Of course, I have other goals in mind that I don’t need to write down–“start and end with a hook,” or a rest, depending. “Transport the reader might be another,” meaning make sure I use what I know about presenting details. Another might be “bring the character on in an interesting way.” And because I generally know the big picture of what’s going to happen, I can focus on these other details as I write.

    Research: Monster Zing & Visualize Method

    Research is also a monster method for visualizing and for zing. I can’t tell you how much it has helped me in the past and on my current projects. In the thriller I’m working on where the main character is ex Special Forces, I could barely visualize anything. Some I’m reading books about it and talking to people who are in Special Forces and watching films about it. There’s no way I could build a story I cared about and believed in without research. I’m going to be doing a ride along with a cop, visit our state prison, and maybe talk to some ex-cons for this as well.

    Tim Powers came to the Writer’s of the Future workshop I attended many years ago. He talked about many things. But research was one of them. In fact, one of the idea generating methods discussed in the workshop, one on which Hubbard himself had written a fine article that we read called “Search for Research” (click the Next or Continued link at the bottom to continue through all the pages of the essay), was about the power of research. So Powers recently did an interview about the latest Johnny Depp Pirates release , which is inspired by his book of the same title (which I read and loved), and restated what he did so many years ago:

    Q: What inspired you to write On Stranger Tides?
    A: I was already hooked into using real historical places for settings. And so I thought, you know you loved Treasure Island…And I thought I bet you can set a nice fantasy story in among the pirates, Black Beard, that crowd. So I read a million books (that is probably fifteen books) about that particular crowd of pirates that were in the Caribbean in 1718 like Stede Bonnet, Black Beard, and Anne Bonny.

    What I always do when I’m writing a book is first I read all the history and biographies and things like that that I can find. And I look for stuff that’s too cool not to use. ‘Ooh that’s neat. Look at that. I like that.’ And I’ll write it down. And then I’ll find something else and say, ‘Oh wow this is great. You got to have a scene happening in this place. Oh you gotta use this guy.’ Eventually, I’ll have twenty or thirty things that are too cool not to use. And it’s kind of fun then because you say, ‘Well okay, here’s twenty or thirty parts of your book. You just have to connect the dots.’ And so I thought, ‘Ok, what was Black Beard really up to?’

    So to sum up.

    1. Visualize, then report.  That’s what I’ve found I have to do. It makes it so much easier to write when I have a picture in my mind.
    2. Scene goals help me visualize the scene and what needs to happen.
    3. Research is a huge tool for helping me find zing and to visualize and invent something I can visualize. 
    4. The Sketch/Draft process (I explained it in last week’s post and in the interview with Maya Lassiter) is another work horse of a tool for helping me visualize and invent by degrees.
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    Amazon vs Macmillan = Big River Fighting to be Big Banana

    ByJohn Brown

    Here’s what this brouhaha is all about

    Amazon wants to try to replicate with digital books what Apple has done with digital music. So what has Apple done?

    According to Cnet’s “iTunes reps 1 in every 4 songs“:

    “iTunes-purchased songs now account for 25 percent of the overall music market–both physical and digital–in the U.S., says an NPD Group report released Tuesday.”

    That may not seem like a market leader position, but in the comments one person pointed out the following.

    “35% of the music sales are digital (there’s some conversion where 1 CD = 11 or 12 individual digital downloads). Apple owns 70% of the digital market. 70% of the 35% ~ 25%. So Apple has a 25% share of all music sales.”

    Whoa, Nellie. That there’s what we call a cash cow. Moo-la, Baby, Moo-LA! And this becomes even more significant when you consider the fact that many think the digital part of music sales is only going to grow and grow.

    According to the same set of data, TheStreet.com’s  “iTunes, Wal-Mart Dominate Music Sales” reports:

    Amazon accounts for only 8% of that market .

    How did Apple get the head lock on such a huge portion of the digital market? It appears it has to do with the fact that Apple was first to market with a good MP3 player solution, linked that to its iTunes store, and then bundled the software in such a way as to drive and then keep people coming back to iTunes. Here are a couple of articles. I’m sure we could google dozens more.

    Amazon (and many others) are forecasting digital books to become a very large part of book sales. Amazon wants to be the big banana in that space. Well, it can’t be (drum roll) the big Apple now can it?

    But what does this have to do with publishers?

    Big Banana’s Problem

    Amazon cannot become the big banana if nobody buys its stuff because consumers feel it’s priced too high.

    So why don’t they just price it low?

    Ah, there’s the peel.

    In this new proposed arrangement, Amazon cedes a huge portion of its pricing control to the publisher.

    But Apple’s doing that with its iPad.

    It is. However, Apple already has a model and ability to sell. I think Amazon wants to make sure it keeps the low-price position because this is one of the key reasons people go to Amazon. Amazon pulls online book customers in because (listed in what I estimate is importance):

    1. The new books are usually cheaper and if you really want a low price you can buy them used
    2. Amazon provide long tail stock (what book can’t you get out there?)
    3. It’s easy to type in a title and find out more info about the book (first chapters, user ratings, etc.)
    4. Completing the sales transaction is a snap 

    I’m assuming Amazon is worried that if it allows publishers to price their ebooks higher, then they lose one of their MAIN draws. And therefore their ability to become Big Banana.

    The Existing Supply Chain Model

    Right now you have these distribution or supply chains:

    • Publisher  –> Wholesaler  –> Retailer –> Consumer
    • Publisher  –> Retailer –> Consumer
    • Publisher  –> Consumer

    All of them exist side-by-side. For example, Scholastic will sell books via a Barnes & Noble retailer, but they’ll also sell direct via their school book program. You can get SERVANT at Barnes & Noble or you can get it directly from Macmillan here.

    Why have the middlemen?

    Because middlemen bring the cost of purchasing a book WAY down. Some people don’t think that. All they see is that the retailer buys the book wholesale and then jacks up the price.

    But imagine there were no Wal-Marts, Smith’s grocery, or any other kinds of stores. As a consumer you would have to go to farmer Bill for milk, travel 10 miles to farmer Jane for corn, travel another 10 miles to farmer gill for eggs, and on and on and on for the hundreds and thousands of different products we buy. Furthermore, because middlemen bring the products all together each producer has more incentive to compete on quality, value, and price.

    Middlemen SAVE consumers huge amounts of time and money. That’s why we’ll always have them with us even though producers may still sell direct at the same time.  And that’s why we’re willing to pay the little bit they ask for what they do.

    Price/Volume/Profit Control

    There are two keys to making all of this middlemen business work.

    First, usually only the two parties involved in any transaction control the terms of that transaction. So the publisher and wholesaler agree on a price for their transaction. The wholesaler than makes a separate agreement with the retailer. Finally, the retailer is free to make a separate agreement with the consumer. In each transaction the seller gets to control price, cut deals for high volume purchases, and, therefore control its profit.

    In all cases you negotiate a price/volume mix that’s good for both parties. Sometimes this includes a flat price. Sometimes it includes price deductions for larger volumes.  But in all cases it gives the producer something to count on. If a customer wants a lot of product, great, we’ll sell it to you for X price and make Z profit. If you want less, fine, we’ll sell it for Y and make Q profit.

    Second, wholesalers and retailers want to control costs. They need to be able to turn around and sell your product for some profit. If you sell your stuff to someone else for a humongous discount, then that allows their competitor to charge less and potentially shift volume to them. So buyers will often try to get commitments that you aren’t going to screw them somewhere else. And sellers who value long-term relationships are willing to make such commitments.

    So here’s business as it is today. A retail bookseller (Amazon, B&N, etc.) pays a fixed wholesale price for the book to the publisher. The bookseller might negotiate wholesale price breaks at different quantity levels with the publisher, but that’s a wholesale price/volume agreement that ensures certain profit levels for the publisher. As for the retailer, they maintain a different price/volume/profit control on their end with the consumers, fiddling with volume/price mixes that make sense to them. In this situation BOTH the publisher and the retailer maintain price/volume/profit control.

    What do you want to be–the Marketplace or the Seller?

    But this new percent-of-retail scheme decouples price from volume and forces the publisher or retailer to lose control of profit. Either Amazon or the publisher has to GIVE UP price/volume/profit control with their set of buyers.

    If Amazon gets control, then it can set the retail price however it wants REGARDLESS of volume. In this situation, because wholesale price is pegged to retail price via the %, this means Amazon would dictate the wholesale price to the publisher without any regard to volume. This takes price/volume/profit control away from the publishers, putting them at the mercy of the retailer’s whims.

    Scary, a total shift in the way they’re doing business. Publishers would have to budget for the worst case scenario–the lowest the retailer might charge.

    However, that’s NOT what happened. In this current deal Amazon ceded its control to Macmillan, saying, okay publisher YOU set the price for my customers. This isn’t foreign to Amazon. They do this right now with used book sellers. Those folks set their own price and Amazon acts as the market place. And once Amazon says “we’re the marketplace, not the seller” then they step right out of the “hey, you’re charging too much” equation. So nobody would yell at Amazon for this move. Well, some folks would, but they’d soon figure it out. For example, nobody yells at Amazon now when used book vendors want to charge $99 for a trashy paperback. Everyone gets that Amazon is just the marketplace just as they get that Ebay is the market place.

    However, in this case Amazon did want to retain some control. They said, let’s set a range of prices that are acceptable. You can charge $5.99 to $9.99 but no more or less. This would allow the publisher to sell a book for more money when it’s initially released and gradually drop the price as time goes on until we get the bargain basement price of the remainder tables. The articles I linked to in the original blog discuss this common selling practice.

    Macmillan said, the miminum is great, but we actually want to start higher–$14.99.

    Amazon said, no way, Dude. And the battle was on.

    Magic $9.99?

    But why? Why did Amazon insist on that maximum? Why not just do what they already do with used book sellers and step away completely from controlling price? Wouldn’t they WANT to make more money with higher prices anyway?

    Again, price directly affects volume sold which affects profit. But in this case, it’s not as much about profit but volume and market share.

    The only reason that makes sense to me is what I discussed at the beginning of the article–Amazon wants to dominate the digital book space as Apples does iTunes, and they feel the must keep prices low to continue to get people coming to their Kindle store and growing their customer base.  They’re hoping to spank the competition in this segment by being big first and getting all the volume–it’s the old five yards and a cloud of dust.

    Big Banana. Kind of like Wal-Mart is in its segment. Kind of like Microsoft is in theirs. Kind of like Apple is with digital music.

    And they obviously think $9.99 is the magic number to keep the customers pouring into their Kindle e-book world.

    ebooks cost nothing and my grandma plays in the NBA

    Isn’t $9.99 a good price for the publisher? I mean, heck, ebooks don’t use any paper, so they cost next to nothing to make, right?

    Um, no.

    The answer’s “no” because paper is only a part of the cost. And I’m not talking about the cost of the person who takes the Word document and converts it into PDF or Kindle or whatever the ebook format is. My kid could do that for twenty bucks.

    Every product is a mix of fixed costs that don’t change with the volume you produce and variable costs which do vary. Rent, electricity, buildings, equipment, editorial, art, design, author advances, marketing, etc.–all these things can be fixed costs. It doesn’t matter if you make one book or one million. You still have the same rent, same fixed cost for artwork, same cost for editors.  

    So how big are those fixed costs? Based on the blogs I linked to in the original article (and if I read them correctly), the fixed costs are estimated somewhere between $7,000 and $20,000 per book. But those numbers aren’t hard numbers. For example, books that have bigger author royalities and bigger marketing budgets are going to cost more. Furthermore, because those numbers don’t have any details backing them up, I’m leery of trusting them.

    But we can look at something that is public knowledge to see how this works. For example, Stephenie Meyer got $750,000 for Twilight. Most authors do NOT get that. Most get a $5,000 – $7,000 advance per book. Still it shows the fixed costs can be quite large. Meyer’s advance was a huge fixed cost that needed to be covered by each book her publisher sold.

    If they sold only one book, they’d have to have charged $750,000 for it just to cover that one cost. Do you know anyone willing to pay that for a book? No. So they priced it, hoping to sell thousands. If they were to sell 750,000 copies, then that advance only cost $1 per copy. If they were to sell 1.5 million copies, then it would be .50 cents per book. The more books they sell, the smaller the fixed cost per book. Of course, that’s just one fixed  cost! You need to add all the others in (marketing must have been very large as well). Furthermore, Meyer is THE best seller. The vast majority of authors don’t sell anything that comes close. Yes, they have smaller advances and marketing budgets. But you get the idea–fixed costs matter!

    So all these people saying that since no paper is involved ebooks should cost nothing are ignoring fixed costs. In fact, according to some sources, printing, paper, and shipping only account for 10-20% of the cost of most books. I don’t know if that’s an average at all volume levels. Again, there was nothing to back up those claims. But if it’s accurate, you can see the arguments demanding ebooks be sold for next to nothing become silly at best.

    The fact is that the publisher needs to cover those fixed costs. If you were the publisher, how would you do it? Would you price hardbacks to cover fixed + variable + profit? And then price paperbacks and ebooks at variable + profit? Probably not. Hardbacks are already pushing the price limits for consumers. I think you’d want to spread those fixed costs around. If anything, you might try to cover a higher portion of the fixed costs with the paperback and ebooks.

    My inner accountant is screaming for real data to crunch and display in a spreadsheet, but I don’t have any actual actual price/volume/profit matrices. What I can say is that paper has NEVER been the only cost. For midlist authors I suspect it’s probably the smaller portion of the cost of each indivudal book. Publishers must price the books and move the necessary volume to cover fixed costs + variable costs + some profit. And so it’s only reasonable to expect that ebooks be priced to do that.

    What’s the best for you, dear reader?

    I don’t know which specific potential leader will end up providing better prices, reading devices, services, etc. in the long run. Is that Amazon, Apple, Barnes & Noble? A whole bunch of retailers? Who knows?

    What I do know is that it’s good to have a number of companies competing for the customer’s dollars. My vote is with having lots of retailers. If Amazon can sell a significantly larger number of ebooks with their pricing, then publishers, authors, and readers all win. If they can’t, then it becomes a win-lose.  And the publishers and authors will be on the lookout for a way to improve the situation by seeking out other distribution channels.

    Edit for Macmillan Announcement

    2/4/2010 4:05 PM

    It appears Macmillan and Amazon have come to an agreement.

    Notice Macmillan CEO claims this new agreement will result in them making LESS money than they do with ebooks currently. But it provides a reliable and rational market. I think what he’s saying is that this allows publishers more predictability, even if it comes at a price.

    From what I understand Amazon currently pays 50% of suggested retail price for an ebook. The publisher sets the SRP (you see it on the book often), but Amazon has full control to charge whatever it wants to the customer. Here are the numbers for SERVANT.

    • SRP = $25.99
    • Amazon pays the publisher 50% of $25.99 = $13 for each copy of SERVANT they sell
    • If they sell it for $9.99 they lose $9.99 – $13 = $(3.01) per book
    • If they sell for $14 (about what they’ve been listing it for, the make $14 – $13 = $1 per book

    Under the new deal the publiser sets the SRP and the consumer price. On each sale Amazon gets 30%, the publisher 70%. Here are the number for SERVANT under this scenario.

    • SRP = $25.99
    • Publisher sells ebook for $14
    • Amazon pays the publisher nothing until the sale.
    • Amazon earns $14 x 30% = $4.2. This is MORE than they are making under the current system.
    • Publisher earns $14 x 70% = $9.8. This means the publisher earns $(3.20) less, just as claimed, under the system they WANTED versus the existing method

    So why earn less? As Macmillan says in the announcement above, they’re willing to take less to have a more rational and stable market for ebooks

    Over the last few years we have been deeply concerned about the pricing of electronic books. That pricing, combined with the traditional business model we were using, was creating a market that we believe was fundamentally unbalanced. In the last three weeks, from a standing start we have moved to a new business model. We will make less money on the sale of e books, but we will have a stable and rational market. To repeat myself from last Sunday’ s letter, we will now have a business model that will ensure our intellectual property will be available digitally through many channels, at a price that is both fair to the consumer and that allows those who create and publish it to be fairly compensated.

    We have also started discussions with all our other partners in the digital book world. While there is still lots of work to be done, they have all agreed to move to the agency model.

    So this is how all ebooks will work with Macmillan going forward. I’m betting most or all the other publishers will follow suit.

    I think this is good news for readers, publishers, and retailers. Readers get it for less than hardcover. It will be at the higher end of the range settled with Amazon (I think it was $5.99 – $14.99) unless the publisher decides to run discounts as they do with many blockbusters now in hardback. But the price will drop as time goes on. I imagine when they release the paperback for a book, they’ll have to drop it for certain. And when books go to the remainder tables, they’ll drop again. I can see old ebooks or promotions costing $5.99 – $9.99, new ones $14.00.

    BTW, the standard now for many authors is to be paid 15% royalty of the SRP on ebooks up to a maximum of 40-50% of the net amount publishers get from the retailer (btw, contracts stipulate different royalty rates for ebooks, hardback, mass market, etc.). Something the industry is considering, as mentioned in Sargent’s letter, is setting a % rate of the amount received by Macmillan from Amazon. So instead of paying authors 15% royalty on the SRP, new contracts will likely pay authors 20 -25% of the 70% the publisher receives as royalty. You can do the math. It’s very clear this new deal doesn’t earn the author more per book. 

    Hopefully, then, we’ll simply sell a heck of a lot more copies. One glitch in all this is the fact that publishers haven’t really been setting prices with consumers. That’s been the retailer’s job. And so they’ll probably have a learning curve trying to get the prices right in the beginning. Or maybe not. We’ll have to see.

    Edit to answer Jason_Young @ 2

    2/5/2010

    Your point is, hey, if they have three products (hardback, paperback, and ebook) to spread the fixed costs across, then should that allow them to drop the price of all three products? $100 / 2 = $50. $100 / 3 = $33.3. Have I got the question right?

    FIXED COSTS AND VOLUME

    If so, then the answer is it all depends on the relationship between volume and fixed costs. It always depends on that relationship. In fact, that 20% figure may or may not be accurate because . . . it all depends on volume and fixed costs. Both of which can change.

    Let’s take a totally FABRICATED and SIMPLIFIED situation to see how it works.

    Fixed costs: $10,000
    Variable costs hardback (paper, printing, binding, etc.): $3

    Cost per book by volume printed.
    Printed / Cost per Book / Variable as %
    1 / $10,003 / 0.03%
    1,000 / $1,003 / 0.3%
    5,000 / $5 / 60%
    10,000 / $4 / 75%
    20,000 / $3.50 / 86%
    50,000 / $3.20 / 94%

    Now remember: printing has fixed and variable costs as well. But I’m going to say the printing’s all variable to keep this manageable. And that you sell every book you print (something that never happens). The thing to see here is that when you keep fixed costs constant and increase the volume printed, then the fixed cost amount and % per book goes down. Conversely, variable costs become a larger and larger portion of each unit’s cost. Remember, however, that often fixed costs go up when you plan on printing significatly more books (Twilight etc.) But given a set budget for a book, you want to sell as much as you can.

    VARIABLES CHANGE

    So your argument is that when ebooks come along, the fixed costs have already been covered by the hardbacks and papers, cause they’re all still priced the same and the variable and fixed costs haven’t gone up that much since two or three years ago.

    Here’s some of the assumptions you’ve made that might be false:

    1. Fixed and variable costs haven’t gone up
    2. Publishers are selling the same number of copies per book as they were in the past
    3. Ebooks aren’t cannibalizing sales of hardcopies

    The truth may be that costs have gone up and that books aren’t selling as many copies in their various formats as they used to. But even if both of things have not happened, why should we suppose that ebooks don’t cannibalize hardcopy sales, dropping the volumes and, therefore, increasing the cost per hardcopy? Or that they won’t cannibalize even more in the future as ebook readers become better and better.

    On the revenue end, you’re also assuming publishers are selling books for the same prices they were in the past. SRP may be high, but have you noticed the prices on new books on Amazon and other outlets? My $25.99 SRP book came out and sold for $17. It sold for $15 and change before release! And I’m not a big name they’re trying to drive volume to. This is newbie no-name they’re having to discount.

    What I expect has happened over the last five years is this. Costs have risen. Hardbacks are already pushing the limits on price. Furthermore, sellers and consumers are asking for more and more discounts. Paperbacks still haven’t crossed the $9.99, but there’s still pressure to keep them low. Ebooks are adding revenue, but a significant portion of that comes at the expense of hardcopies. So it changes the mix of products sold. It doesn’t simply open up a whole new stream of untapped cash. Because of this, ebooks allow the publisher another method to earn profit that’s getting squeezed away.

    PRODUCT MIXES AND CONTRIBUTION MARGINS

    The best way to look at this is to look at the cost in two ways. One way is to allocate fixed costs and get a price per unit. But if you look at it only that way, you can make a number of bad judgments on the value or price of a product. This happens because of that relationship between fixed costs and volume. So you also want to look at the contribution margin of each product. And, in fact, this is a better way of judging the profitability of an item.

    In this method you lump all the fixed costs together and then examine each unit of the different products (hard, soft, ebook) only by its variable cost versus revenue to see if each unit sold is contributing something above its variable cost towards the fixed costs. Then you estimate the volume you expect (hope) to sell at given prices and try to price them all in a way that will move enough volume of each type of product to cover fixed costs and provide some profit.

    So you don’t consider each product type individually. You look at the MIX of product and the MIX of contribution margins. And you work it so that together the MIX of products covers costs and earns you a profit. And gets enough volume to keep your author a going concern, growing his numbers so he becomes more profitable as time goes on.

    Edit for Modesitt’s insight

    2/6/2010

    Please check out this blog by L.E. Modesitt, Jr. “Why Amazon and Some Readers are Wrong”

    Second, what’s been overlooked is the fact that a tremendous number of book titles actually lose money. Depending on the publisher and the year, that can range from as little as 30% of all titles published to more than 60%. That means that successful books not only have to cover their own production costs but the losses from unsuccessful books if the publisher is to remain in business.

    Third, hardcover sales of successful books effectively subsidize paperbacks or less successful books. Ten-dollar Kindle books would have created price pressures that would either reduce the sales of hardcovers or replace them with e-books, and as more adaptable e-book reading devices become available, that would reduce overall revenues even more than would $15 e-books. This, in turn, would reduce the ability of publishers to try “new” authors and approaches, and would likely result in more “mass” entertainment and less diversity in a field that is already having trouble publishing books for limited audiences.

    Just in case you didn’t connect it to the discussion above. A HUGE cost that needs to be covered by the contribution margins of the successful books are the fixed AND variable costs of each book that fails to contribute enough segment margin (the contribution margin of a segment of your business, in this case a book in its various formats) to pay for itself.  Look at Modesitt’s percentages of books that lose the publisher money. Think about that. For the publisher to continue to bring in new authors who might not sell well in the beginning but have great potential in the long run to sell well, they have to cover the “start up” costs of those authors.

    He makes a lot of other important points. It’s a good read.  And it all plugs into the fixed costs, volume, price, contribution margin equations.

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  • |

    You’re invited to join the novel writing workshop pilot

    ByJohn Brown

    I am developing an online novel writing course and am looking for folks to pilot it with me and give me feedback. I’m thinking I want to limit it to 10-12 folks.

    It’s free and will probably take two or three months to complete. If you join, your job will be to do the work. And there will be work. I’m thinking 10-15 hours of work per week. Please don’t ask to join if you don’t want to make this commitment. I only want folks who are serious and ready to give this a shot. In addition to the work, you’ll need to report your experience with the course as we go, sharing with me where you get stuck, what’s confusing, what’s helpful, what does and doesn’t advance your skill. In fact, if at some point the course just isn’t providing you any value, you are welcome to drop. That’s good feedback too.

    It’s going to be a blended format that includes self-paced work and some type of weekly online meeting. I will be guiding the class. At the very least, we’ll meet and chat at my site. I don’t know if we’ll do a live meeting or not. Still working that out.

    I struggled for many years, trying to figure this stuff out, then had a number of epiphanies during Orson Card’s boot camp and continued from there. Of course I still have lots to learn. But I want to share what I have.

    I love teaching and have been teaching in one form or another for the last 20 years. I’m currently an education program manager at a large software firm. What this is all means is that I’m trying to build a course that guides folks through a process that will help them learn to WRITE novels. Not just talk about them.

    So this is not a series of lectures with quizzes that test your ability to recall, although I will quiz you.

    It’s not a course with an end goal of teaching you what I’ve learned about the concepts and principles of plot, character, and setting, although you will need to learn that.

    This is about increasing your ability to get ideas, develop them, and then write.

    It’s about doing the work. It’s about production. It’s about finishing product. And having a good time doing it.

    If you already feel comfortable with your ability to finish novels, this is NOT the course for you.

    You can learn more about the course here by clicking The Path in the On Writing menu.

    Probably the only other thing you need to know is that the class is a PG-13’ish class. While the stories can deal with intense and adult themes, as the teacher, I’m not interested in working with stories with explicit or detailed sex or lots of language of the sort that would earn a movie rating more restrictive than PG-13.

    Remember, this is a pilot. Even though I’ve taught about writing for a number of years to various audiences, there might be some rough spots. We might find we need to change the work requirements or activities or any number of things.

    If you’re interested, click on the Contact link on the menu of my site, and shoot me an email.

    Edit 1/30/15: I’m getting a number of excellent questions about the time commitment and schedule. Let me answer them here.

    The gap I’m trying to fill

    First, you have to understand that I am not interested in talking about novels and writing novels. I’m interested in helping folks finish novels. That’s a big gap I see in most writing instruction. It’s the gap I had. There was nobody to help me move from the theory to the writing, and writing all the way to the end. So this isn’t a class about novels. It’s a class where I hope to help you learn a number of techniques for developing and finishing one. And to learn those techniques, you have to actually use them. Which means you have to develop and finish a novel 🙂

    So why 10 hours as a minimum?

    If you’re a slower writer, it’s going to take you around 50 hours to develop and write a novel of 25,000 words. That’s the size of one of Louis L’Amour’s smaller novels (which we call sometimes call “novellas” today). It’s the size of some smaller romances. A lot of indies are writing serials around this size. If you want to write a 50k book, it’s probably 100 hours, maybe more. A 75k novel? 150-200 hours. The development and first draft of a 100k novel? 200-300 hours.

    These are not exact times. Some writers are faster. But you get the picture. Writing a novel is a big project. And I’ve found that it’s just too hard to get any traction on less than 10 hours per week. When you spend much less time than that, you spend most of your time just trying to remember what the story is about. I’ve found it’s best to keep your writing engine hot, or at least warm.

    So will these 10 hours be in meetings?

    No. I don’t want to have a lot of meetings. That’s the beauty of online. We will have deadlines. But you should be able to complete you work during the times that suit you best.

    What’s the course schedule?

    I can’t give you an exact schedule. I haven’t timed everything. Figuring that out is part of what we’re doing in this course. But I do know what I want you to learn and how I hope to help you learn it. We’ll just have to see how far we get with each weekly 10-hour chunk.

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  • Curse Update: All we’re waiting for is the cover

    ByJohn Brown

    Yup. Interior formatted and finished. CurseV2FinalV1As soon as we put together the cover, I will announce to the early bird sale for my newsletter subscribers. 

    Now, do you remember the illustration to the side? Back in April I told you to look at it and see if you could find the issue. I will now direct you to Talen’s leg. Click on the image to see it full size. In a post this week, I will explain just what this is all about.

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