Once upon a time, there was only traditional publishing and in traditional publishing there were gatekeepers. A gatekeeper’s job was to filter out the unedited, poorly written dreck that opened not with action, but backstory or prologues. Then their function changed from being mere gatekeepers to arbiters/purchasing agents and so the reading public was forced to read endless variations of Twilight with its moody, angst driven hero and wistful, victim heroine to 50 Shades of Grey, to use a few comparisons we hear from readers of the current cookie-cutter genre (which is a whole other readership in itself). But some were dissatisfied. Writers were becoming discouraged. This made a lot of people very angry and was widely viewed as a bad move. Justifiably so, since it kept a lot of good authors out of publishing.
And then, lo and behold, there was born a new industry (resurrected really – though in a new format) called Self-Publishing.
In the beginning, there was Smashwords, run by Mark Coker. He wanted to democratize publishing, and so there was and is no cost, no frills, it was (and still is) a quick way to get your e-book into production and distribution, and you could do it in a day. It deliberately allowed writers to appeal directly to readers without having to deal with gatekeepers such as agents and editors. In keeping with this mission, Smashwords applies no editorial screening. (This has turned out to be not necessarily a good move, either. More on that, later.)
Now authors who want to publish had a home.
The first to truly achieve success – by getting noticed – was Amanda Hocking. She virtually created YA – Young Adult, aka, what had once been known as ‘Coming of Age’, with a dystopian or paranormal twist. From that came NA – New Adult. Her sales took off and then a traditional publisher signed her.
(This doesn’t discount Chuck Wendig or JA Konrath or a handful of others, who were hybrid traditional/self-publishers and are now primarily self-publishers.)
Thus was created new venues – Amazon & Kindle, Barnes & Noble with the Nook (not managed very well), Apple & iBooks, Draft to Digital and Kobo.
Now, anyone who wanted to write a book could…and many did.
At first, a decent author with a decent cover could actually make money from their work.
And then, the hordes descended.
Like any other Indie/Self-publisher I hate the idea of gatekeepers, yet now there are none and, increasingly, it shows. And, weirdly, self-publishers have turned into their own worse enemies. Writers actually insist that they don’t need editors or cover artists. (Every author does.)
As the creator/admin/mod of the Indie Author Group, I constantly hear ‘woe is me, my sales are non-existent’, and variations therein. And while I have sympathy, I can see why – sometimes when I look at their book, the cover is awful, the editing is worse, or the books they’re writing are in the most popular, most glutted genres. I can’t, however, say that to them or face the wrath of the angry author. Suggest they try a new or different take and all the mods have come to expect fireworks. Suggest that they don’t write to the tropes – the ‘romantic’ motorcycle alpha male, the hero’s journey/quest, the hard-boiled detective – and you’ll get, as I did, the one-book wonder or instant expert who will object. Strenuously. Then, that one book insta-expert tries to hijack the group entirely and things get difficult for all of the team when all we want is to do what we love – write and support.
Yet, that’s how the most successful writers did it.
When Stephen King started writing horror, they said there was no market, but he practically reinvented it. J. K. Rowling created fantasy novels for middle-grade to YA. Hocking gave YA street cred. Wendig does mysteries and science fiction. As much as Twilight gets bashed – the author reinvented the vampire story with her angst-ridden characters. And E. L. James ponied onto the back of that, to write a Twilight fan-fic without the supernatural and with a twist, and brought erotic romance from a niche into the mainstream. Hugh Howey recreated dystopian fiction, sold the print rights but kept the e-books (at first), creating a new hybrid market while he was at it. And Andy Weir recreated accessible science fiction.
Hocking, James, Howey, and Weir all started as Indie writers. All signed contracts with Big Five publishers.
Okay, so that’s the good news, here’s the reality. The self-publishing industry has to change. You can change with it or be left behind.
Some venues are closing or have closed, others are teetering. Despite the Amazon bashing, with its international reach it’s still the publisher of choice for most Indie writers, and with all due apologies to Smashwords, Amazon does require some editorial screening (although it can’t do much about those grammatical errors and really bad covers). Bad spelling, editing, and cover art harm all of us. Few of the other vendors offer any marketing/support assistance, which makes publicizing books there difficult. But Amazon DOES take onboard specific reports – we’re seeing more and more of these books that people say ‘I’m not selling’ pop up with a yellow triangle under its name that says ‘issues found’, then details reports they’ve received, and lets folks know that the publisher has been informed. In other words, Amazon is pushing for a bit of crowdsourced control and DO check before they flag things. It’s a gatekeeper in the hands of readers, in other words.
You, the writer, have to decide whether you want to stay a midlist writer and disappear like so many others, or innovate, try new things and find your niche.