If you’ve tried to get your book into distribution—whether through a trade distributor, library supplier, or aggregator—you’ll know this question by heart:

“What publicity do you have planned?”

It’s a question that, frankly, drives many publishers and authors to distraction.

Yes, publicity is important. But it’s also one of the most unpredictable and least controllable aspects of any marketing plan. Even well-funded, carefully crafted campaigns can be knocked sideways when news cycles shift, review editors are overwhelmed, or your topic simply isn’t in the spotlight. Meanwhile, the success of a book depends on much more than whether you can secure a handful of media mentions.

Why This Narrow Focus on Publicity Falls Short
Here’s why this question is becoming outdated:

• Publicity is just one part of the equation. A complete marketing plan also includes advertising, social media, events, partnerships, retailer engagement, special sales, and more. When distributors only ask about media coverage, they ignore the many ways books actually find their readers.
• Most books don’t get widespread traditional media coverage. Thousands of new titles are released every month in Australia alone. Only a fraction will be reviewed in major outlets. A fixation on mainstream reviews overlooks the reality of a crowded market.
• Publicity doesn’t guarantee sales. Even glowing coverage sometimes fails to translate into purchases—especially without clear calls to action, retailer support, or a strong online presence.
• Other factors often matter more. Distributors often don’t ask about the author’s network, any niche audiences, or whether the publisher has a strategy for special sales—yet these can drive much of a book’s success.

Start With a Clear, Holistic Plan

Before you even think about pitching distributors, it’s worth stepping back and thinking carefully about all the factors that drive demand.

One of the most effective ways to do this is by answering practical questions about your book, your readers, and your goals. For example:

• Who exactly is this book for? What groups, professions, or communities will care?
• Are there special sales opportunities—bulk orders, associations, conferences, or corporate gifts?
• Do you have an author platform—social media, newsletter, website—that can support discovery?
• What comparable titles have sold well, and how are you positioned against them?
• What marketing activities beyond publicity will you use to generate awareness?
• What formats are you offering, and what sales channels will you pursue?
  
  

This process isn’t just about marketing—it’s about clarity. The more you know about where your sales are likely to come from, the more realistic and effective your plan will be.

Before you start imagining bestseller lists, spend some time understanding the actual sales data for your genre. Knowing what’s realistic helps you set achievable goals and focus your energy on strategies with the highest chance of success.

Why Sales Strategy Deserves as Much Attention as Publicity
One reason this publicity question can be so frustrating is that it implies media mentions alone drive success. In reality, many books don’t primarily sell through retail bookshops or thanks to reviews.

Books are also sold:

• Direct from the author’s website  
• As incentives, gifts, or in bulk to organisations
• At conferences, events, or professional gatherings
• Through speaking engagements and workshops
• To libraries and institutional buyers (although preference for them is to buy from a distributor)
• To specialist audiences that traditional media rarely reaches

If your distributor only wants to hear about newspaper coverage but isn’t interested in how you’ll reach niche buyers or drive direct sales, they’re missing a huge part of the picture. 

It’s also worth remembering: most books—especially in Australia’s relatively small market—sell in modest quantities. Even with a fantastic marketing plan, success takes time, patience, and consistent effort.

What You Can Control (And What You Can’t)
One reason it helps to think beyond publicity is that media coverage is inherently unpredictable. No matter how strong your pitch, you can’t guarantee an editor will pick up your story.

But you can control:

• How you position your book in the market
• The quality of your metadata and online listings
• Your pricing, formats, and availability
• Your advertising and social media strategy
• The relationships you build with communities and organisations
• Your direct sales and email marketing efforts

Publicity is wonderful when it comes—but it’s just one part of the mix.

A Final Thought
Distributors asking about publicity isn’t going away anytime soon. But by broadening the conversation—and coming prepared with a well-rounded marketing and sales strategy—you’ll be in a much stronger position to show your book’s potential.

Publishing is a demanding business, and the landscape is only getting more crowded. But if you approach it with clear-eyed realism, creativity, and persistence, you’re far better placed to make your work stand out. 

​Focus on what you can influence, stay realistic about the challenges, and remember: a professional approach and a multi-layered strategy will always take you further than relying on luck and a newspaper clipping.

Publicity — not to be confused with advertising or marketing — is about earned media. It’s the process of securing attention through news coverage, interviews, reviews, profiles, and event appearances. For traditionally published authors, a publicist often takes care of this. For indie authors, publicity is frequently a DIY effort — but that doesn’t mean it’s out of reach.

Start with Strategy — Not a Scattergun Approach
One of the most common mistakes I see is authors jumping straight into action: “I sent my book to 50 outlets but didn’t get any replies!” The problem is rarely the book — it’s usually the lack of targeting.

Before you even think about sending a media release or pitching an interview, pause and consider:

• Who is the audience for your book?
• What media does that audience consume?
• What topics or trends might make your book timely or relevant?

Build a shortlist of media outlets that genuinely reach the audience you want. It’s better to send ten well-researched, relevant pitches than a hundred generic ones.

Know What Journalists and Producers Actually Want

Media professionals are busy and under pressure to find content quickly. Your pitch — in the form of a media release attached to an email — needs to be easy to understand, timely, and relevant.

They don’t have time to read the full book. So you need to distil the story down to its strongest, most compelling element. Ask yourself: if this book were a news segment or feature article, what would the headline be? Why would this author’s perspective interest their readers or viewers right now?

Think beyond the book itself. Sometimes the author’s personal story, research journey, or area of expertise is the hook.

Write a Professional Media Release

A media release is a summary of the book’s newsworthiness. It’s not a sales blurb or back cover copy. It should clearly explain what the book is about, who the author is, why it matters, and how to get in contact. 

Include:
​

• A sharp, informative headline
• One to two paragraphs outlining the key themes or story
• Author background (and why they’re relevant to the subject)
• Key publication details (release date, ISBN, availability)
• A short quote (from the author or an endorser)
• Contact information and a link to the book’s webpage or press kit
• And yes — spelling, grammar, and formatting count. This is a professional pitch, not a casual message.

Don’t Forget the Extract

When pitching media, always have a short extract or sample available. This could be the first chapter or a key passage that captures the tone and themes. It’s a useful attachment for reviewers and a way for journalists to get a quick feel for the book without committing to a full read.

Lead Times Matter

One of the most important aspects of publicity that often catches indie authors off guard is lead time. Most media outlets work well in advance, especially for print and high-profile placements. Glossy magazines and special interest journals can require three to four months’ notice, while major newspapers and national broadcast programs often need two to three months. Even radio segments — particularly those covering books — usually require at least a month’s lead time to secure a spot.

The same goes for high-profile podcasts, especially those featuring bestselling authors or working closely with major publishers. Literary festivals, library events, and in-conversation appearances also require early planning, with some programming as far as six to twelve months ahead.

To manage this effectively, your publicity campaign should be staggered. Start early with long-lead media and event pitches, then shift focus to shorter-lead opportunities (such as online media, newsletters, and social content) closer to the publication date. If you leave everything until launch week, you’ll likely miss key windows of opportunity.

That said, if your book is especially newsworthy — or if you tap into a fast-moving media moment — timelines can shift rapidly. In some cases, you might become the story!

Build a Media List You Can Actually Use

Many indie authors don’t have access to the media databases that large publishers do — and that’s fine. You can still develop your own list by:

• Looking at who covers books similar to yours
• Reviewing author acknowledgements or media mentions
• Using free resources from your State Library or Writers’ Centre
• Following journalists and producers on social media
• Noting names of editors or segment producers in articles and programs — ABC Listen is brilliant at doing this and you can check online what the email configuration is to target your producer directly. 

Google is your best friend, and so are the newspaper and magazine platforms you can access through your local library. Start small. Aim for 20–30 relevant contacts across different platforms — local media, podcasts, newsletters, specialist blogs, community radio, or online magazines.

AI tools like ChatGPT are your second best friend. Learn how to use these platforms to draw out talking points and format your email approach so it is refined and targeted.

Online Publicity Is Still Publicity

It’s not just newspapers and radio interviews that count. Reviews on respected book blogs, guest articles, podcast interviews, and reels can have significant impact — especially if your target audience lives online.

When researching opportunities, consider:

• Bookstagrammers/TikTokers and reviewers in your genre
• Podcasts with niche but loyal audiences
• Literary newsletters and email-based publications
• Online communities aligned with your topic or theme

Make sure you've read their submission or pitch guidelines. Respect their time, and personalise your outreach where possible.

Events, Panels and In-Conversations

As mentioned earlier, events are another valuable form of publicity that shouldn’t be overlooked. Indie authors can (and should) look for opportunities to speak at libraries, literary festivals, bookshops, online webinars, and community events.

The key is to make the event about more than just your book. Link it to a broader conversation — a topic, a question, or a lived experience — and pitch it accordingly. Make it relevant to the venue’s audience, not just your own.

Be Prepared to Follow Up — But Don’t Pester

Sending one email and waiting for the phone to ring isn’t a strategy. In fact, most outreach happens via email these days — phone calls are typically reserved for urgent matters or high-profile media opportunities. Most pitches require a follow-up — especially closer to publication date. Keep it professional and brief. If there’s still no response, move on.

Avoid burning bridges with constant follow-ups or pushing for feedback. Not every pitch will land, and that’s normal.

Remember: Publicity Is a Long Game

Publicity doesn’t end at publication day. In fact, some of the most meaningful media coverage — particularly for nonfiction, memoir, and issue-based books — can take place months after release. It’s important to think beyond the launch window and keep your materials updated and accessible.

Consider seasonal opportunities, tie-ins with news events, and anniversary angles. If a topic resurfaces in the news, your book might suddenly be relevant again. Some journalists will revisit earlier pitches when looking for sources or feature material down the line. That’s why it pays to stay visible, responsive, and open to revisiting your pitch when the time is right.

Indie authors have a tougher road when it comes to visibility, but with some strategic thinking, well-crafted assets, and a clear sense of audience, publicity success is very much within reach.

For all authors, selling your books online can be an exciting but daunting endeavour. Whether you’re launching your first book or expanding your sales channels, understanding the basics of e-commerce is essential. This article will walk you through the key considerations, common pitfalls, and some affordable e-commerce solutions available in Australia, helping you navigate the world of online book sales with confidence.

Why Sell Your Books Online? Selling your books online offers several advantages:

• Direct Revenue: When you sell through your website, you bypass traditional bookstores and distributors, allowing you to retain a larger share of the profits. There are no hefty discounts to retailers or wholesalers, and you set your price and special offers.
• Control Over Branding: You have complete control over how your book is presented, from the imagery and descriptions to promotional offers. This ensures that your brand remains consistent across all platforms.
• Direct Connection with Readers: Selling online lets you build a direct relationship with your readers, fostering loyalty and potentially increasing future sales.

However, with these advantages come certain responsibilities and challenges that you’ll need to navigate.

Choosing the Right E-Commerce Platform
We can’t begin to tell you how many authors have come to us with ridiculous quotes for website development. We can set up a website - with or without ecommerce options - for a fraction of the price using numerous e-commerce platforms that are popular and affordable.

We encourage you to do your research and compare what will work best for you in terms of functionality, templates (design) and pricing. Here are some options to get you started on your e-commerce journey:

• Squarespace is a popular all-in-one website builder that offers robust e-commerce features, making it an excellent option for indie authors looking to sell their books online. We use Squarespace a lot! Their basic commerce option is AUD 34 a month but there are cheaper options.
  Check it out: https://www.squarespace.com/websites-start/
• Shopify is a leading e-commerce platform known for its ease of use and extensive features. It offers various pricing plans, starting at AUD 42 per month, making it a solid choice for beginners. Shopify also integrates with various payment gateways, including Afterpay, which is popular in Australia.
  Learn more https://www.shopify.com/au
• Square Online: We use Square purely as a credit card processing facility but Square Online https://squareup.com/au/en/online-store is another budget-friendly option that offers a free plan with basic features. It’s particularly well-suited for authors looking to integrate in-person sales (such as at schools or libraries) with online sales. Square Online is a popular choice for many online sellers because it’s easy to use and free to get started however it’s important to keep in mind that you’ll still have to pay for payment processing on each transaction. You can read a review on Forbes
• Big Cartel: We came across an alternative that may work for authors with a small catalogue. Big Cartel offers a free plan that allows you to list up to five products, with paid plans starting at USD 15 per month. It’s simple and straightforward, though it lacks some of the advanced features of more expensive platforms. https://www.bigcartel.com/product/pricing

Each platform has its pros and cons, so it’s important to choose one that matches your needs and budget. And don't be afraid to ask other authors what they like - or don't like - about the platform they use.

Packaging and Postage Considerations
Selling online means you’re responsible for packaging and shipping your books. This can be more complex and costly than many new authors realise.

• Postage Costs: Sending a book from one state in Australia to another can vary depending on the size and weight of the package. As of 2024, Australia Post’s standard parcel rates range from around AUD 9.70 for small parcels (under 500g) to AUD 15.70 for parcels up to 2kg. For express shipping, expect to pay more. Offering free or flat-rate shipping can attract customers but may eat into your profits, so it’s crucial to price your books accordingly.
• Packaging Costs: Good quality packaging protects your books during transit and creates a professional impression. Expect to pay between AUD 1 to AUD 2 per unit for basic bubble mailers or cardboard mailers. Custom packaging can cost more but may be worth the investment if it enhances your brand.

Managing Customer Expectations
Running an online store means you’ll be responsible for customer service. Responding to inquiries, processing orders, and handling returns can be time-consuming. Also e-commerce sites operate 24/7 - how are you going to process orders when you are on holidays? A little something to think about...

To ensure a smooth experience:

• Set Clear Delivery Expectations: Make sure your website clearly states delivery times, especially if you’re shipping from a remote location. This helps manage customer expectations and reduces the risk of negative reviews.
• Automate Where Possible: Many e-commerce platforms offer automation tools to help manage orders and send out delivery notifications. Use these features to save time and reduce errors. Make the most of the Australia Post app for example to share advance shipping notices - and updates - to your customers.
• Provide Excellent Customer Service: Promptly responding to customer inquiries is vital. Delays in answering questions can lead to lost sales, so consider setting up an FAQ section on your website to address common queries.

A few more things to consider:

• Look for a platform with integrated marketing tools. Squarespace, for example, comes with a range of built-in marketing tools that can help you promote your books:
  • Email Campaigns: You can create and send email newsletters directly from Squarespace. This feature allows you to keep your readers updated on new releases, events, book signings, awards, or special promotions.
  • SEO Optimisation: Squarespace is designed with search engine optimisation (SEO) in mind. You can easily edit meta tags, descriptions, and URLs to ensure your site ranks well on search engines like Google. This is crucial for attracting organic traffic to your site.
  • Social Media Integration: Squarespace allows you to connect your website with your social media accounts, making it easy to share content and drive traffic to your store. X APIs have been problematic in some platforms since Elon took over but other integrations usually function quite well.
  • Analytics and Reporting are important - you need to understand how your website is performing is key to growing your online sales. Your platform should provide detailed analytics that show you where your visitors are coming from, what pages they’re viewing, and how they’re interacting with your content. You can track sales, monitor inventory levels, and gain insights into your audience’s behaviour, which can inform your marketing strategies.

Final Thoughts
Selling your books online is a rewarding venture that offers the potential for increased revenue and closer connections with your readers. However, it’s important to approach it with a clear understanding of the associated costs and responsibilities. By choosing the right e-commerce platform, planning for packaging and postage, and being prepared to manage customer expectations, you can create a successful online sales channel that complements your publishing efforts.

Remember, selling online is not just about putting your book up for sale; it’s about providing a seamless and positive experience for your readers. With careful planning and a bit of effort, you can turn your online store into a thriving part of your author business.

Good luck!

In the rapidly evolving world of book marketing, artificial intelligence (AI) is no longer a futuristic concept but a present reality reshaping the landscape. For book marketers and independently published authors, embracing AI can unlock new opportunities for growth, efficiency, and creativity. While the idea of AI may seem daunting, its applications can be highly beneficial, making the book marketing process more streamlined and effective. This blog post explores the benefits of using AI in book marketing and provides practical examples of how tools like ChatGPT can assist in your marketing efforts.

As many in the publishing industry know, I teach Book Marketing & Sales at the University of Sydney. As part of that course we look at innovation in the industry - particularly in marketing - so I can't ignore AI even if I tried! Personally, I find the concept of AI scary (and yes, along the lines of "Skynet is definitely here" scary - for those that understand The Terminator reference).

I also work with the team at Monash University Publishing who released Campbell Wilson's Living with AI, part of their In The National Interest series which was an excellent summary of what we are up against. With AI being constantly in the news, I had to work out where I stood on AI especially regarding personal data, AI training and copyright while at the same time trying to understand its benefits for marketing.

I've talked to many publishers about how they are using AI (and the positive effect it had on time management and work pressures) but when a student mentioned she used it to write marketing copy to get campaigns out quicker, I started to take notice. Was I behind the eight ball? And if I was, did I care?! I found out that I did.

So instead of going to Google, I asked ChatGPT to give me some information about the benefits of AI in Book Marketing and to summarise it for this blog post. ChatGPT is a versatile AI language model known for generating human-like text. It excels at content generation, idea brainstorming, and customer engagement. ChatGPT can assist marketers by creating engaging social media posts, drafting newsletters, and even brainstorming ideas for marketing campaigns. However, it may occasionally produce responses that lack nuance or context, requiring human oversight to ensure accuracy and relevance. I asked it to list the Top 5 benefits of using AI for Authors and Book Publishers. A second later it spat out: 

The cons of AI

• Dependence on Data Quality: AI's effectiveness depends on the quality and quantity of data available; poor data can lead to inaccurate predictions and recommendations.
• Lack of Human Touch: While AI can mimic human interactions, it may lack the emotional nuance and creativity that a human marketer can provide.
• Privacy Concerns: The use of AI in marketing often involves collecting and analysing personal data, which can raise privacy issues and require careful handling.
• Cost of Implementation: Initial setup and ongoing maintenance of AI tools can be costly, particularly for small publishers and independent authors.
• Risk of Over-Reliance: Over-relying on AI can lead to a lack of critical thinking and innovation in marketing strategies.

So while we need to be aware of the above, it seems the big key takeaways for marketers is that AI can assist with content creation and generating engaging content for various platforms. This can be especially useful for authors who may struggle with self-promotion or for busy marketers juggling multiple projects. ChatGPT can be a valuable brainstorming partner. Marketers can use it to generate ideas for book launch events, promotional campaigns, or even potential book titles. By providing diverse perspectives and creative suggestions, ChatGPT can inspire new approaches and innovative marketing strategies. However, it's essential to refine these ideas to align with the brand's voice and goals. 

Embracing AI with Confidence

The thought of incorporating AI into book marketing may seem intimidating, especially for those unfamiliar with the technology. However, the benefits far outweigh the challenges. AI tools can simplify complex tasks, provide valuable insights, and enhance creativity. By leveraging these technologies, book marketers and independent authors can reach new audiences, streamline their workflows, and elevate their marketing efforts.

Remember AI is not here to replace human creativity and intuition but to complement them. It's a powerful tool that, when used wisely, can unlock new possibilities and help you stay ahead in a competitive market. So, don't be afraid to explore and experiment with AI in your book marketing journey. Embrace the potential of AI and let it help you share your stories with the world. 

This blog post was written by
Rachael McDiarmid + ChatGPT

​A website acts as a central hub for your work, providing a platform to showcase your books, share updates, and connect with readers. For small presses, a well-designed website can enhance visibility and sales. Here, we’ll explore why every author should have a website, key landing pages and design tips, and how platforms like Squarespace and Shopify can help create a website quickly and affordably. We’ll also cover ways to maximise search engine optimisation to ensure your website reaches the widest audience possible.
 
A Central Hub for Your Work
 
First and foremost, a website serves as a one-stop-shop for everything related to your work. Readers, journalists, and potential collaborators can easily find information about your books, upcoming events, and media coverage. It’s your digital business card, available to anyone, anywhere, at any time. Other benefits include:

• Control Over Your Brand. With a website, you have complete control over your brand and how you present yourself to the world. Social media profiles are important, but they’re subject to changes in platform policies and algorithms. A website, however, is entirely yours. You can customise it to reflect your personality and the essence of your work.
• Improved Credibility. A professional website enhances your credibility as an author. It signals to readers and industry professionals that you’re serious about your writing career. This can be particularly important for independently published authors who are building their reputation from the ground up.
• Direct Sales and Mailing List Growth. Your website can function as a direct sales channel, allowing you to sell books and merchandise without relying solely on third-party retailers*. Additionally, it’s a prime tool for growing your mailing list, enabling you to keep in touch with your audience and inform them about new releases and events.   *we’ll look at e-commerce tips and considerations in a future post

 
Preparing Your Website
 
When setting up your website make sure you’ve got these pages at a minimum:

• Home page. Your home page is the first impression visitors will have of your site. It should be visually appealing and clearly convey who you are and what you do. Include a brief introduction, your latest news or releases, and a clear call-to-action (CTA) such as “Sign Up for My Newsletter”.
• About Page. The about page is where you tell your story. Share your background, your journey as a writer, and what inspires your work. This helps readers connect with you on a personal level. Ensure you have a photo of you that can be downloaded in high res and used for media purposes or by event organisers.
• Books Page. Create a dedicated page for your books, with each title having its own sub-page. Include book covers, synopses, purchase links, and reviews. If you have several books, consider organising them by series or genre. Ensure your covers can also be downloaded (right click) in high res and for the love of God, put the ISBN, format, page count, and price on them. You wouldn’t believe how many people don’t put basic metadata on the book pages!
• Blog. A blog is an excellent way to keep your site dynamic and engage with readers. Share writing tips, behind-the-scenes insights, book reviews, and more. Regular updates can also improve your site’s SEO.
• Contact Page. Make it easy for readers and industry professionals to reach you. Include a contact form, your email address, and links to your social media profiles.

 
Maximising Search Engine Optimisation
 
A few more things to note:

• Keywords. Research relevant keywords for your genre and incorporate them into your website content. Tools like Google Keyword Planner can help you identify high-traffic keywords.
• Quality Content. Regularly update your site with high-quality, relevant content. This could be blog posts, book excerpts, or author updates. Search engines favour sites that are frequently updated with fresh content.
• Meta Descriptions. Use meta descriptions for each page on your site. These are the snippets of text that appear under your page title in search engine results. A compelling meta description can increase click-through rates.
• Internal Linking. Link to other pages on your site within your content. This helps search engines understand the structure of your site and can improve your SEO.
• Mobile Optimisation. Ensure your site is optimised for mobile devices. Google prioritises mobile-friendly sites in its search results, so this is crucial for your SEO strategy.

 
Some Basic Design Tips

• Keep It Simple. A clean, uncluttered design is often the most effective. Use a cohesive colour scheme and easy-to-read fonts. Ensure your site is mobile-friendly, as many users will access it on their smartphones. Sites like Weebly, Wix, Squarespace, Shopify etc have ready-to-use templates that can also be customised. Find what you like and structure your site accordingly.
• High-Quality Images. Use high-quality images for book covers and author photos. Poor quality images can make your site look unprofessional.
• Navigation. Ensure your site is easy to navigate. A clear menu structure helps visitors find what they’re looking for without frustration. An author’s website shouldn’t be overly complicated anyway.
• Calls to Action. Include CTAs throughout your site. Encourage visitors to sign up for your newsletter (if you have one), follow you on social media, or buy your books. Some of the online sites mentioned above have integrations with Mailchimp or inbuilt marketing apps that can make newsletters relatively easy to run.

 
A well-designed website is a powerful tool for authors and small presses. It serves as a central hub for your work, enhances your credibility, and provides opportunities for direct sales and reader engagement. Online platforms like Squarespace, Wix, Weebly, Shopify and others make it really easy to create a professional site quickly and affordably. By focusing on key landing pages, effective design, and strong SEO practices, you can maximise the impact of your website and reach a wider audience. Embrace the digital age and let your website be a testament to your dedication and passion for your craft.

​_____________
 
NOTE: Here at RM Marketing Services, we do websites for authors, small presses and industry organisations. We prefer Squarespace because it has a  user-friendly interface and elegant design templates. It offers a range of features including blogging tools, e-commerce functionality, and analytics. Squarespace also provides hosting and a custom domain, making it a comprehensive solution for building your author website. If you plan to sell books directly from your site, Shopify is an excellent option. It’s primarily an e-commerce platform, but it also offers a variety of website design tools. Shopify’s integration with payment processors and shipping services can streamline your sales process. We also have experience with Wix and Weebly so if you are looking to launch a new website, get in touch with us to discuss your project and our availability.

In the dynamic landscape of book publishing, the rise of digital technology has heralded significant transformations, none more impactful than the advent of ebooks. For publishers, the ebook market opens doors to significant opportunities, especially in the consumer and library sectors. Despite the challenges and misconceptions that have slowed their adoption, ebooks offer substantial benefits. This blog post explores these benefits, examines the obstacles publishers face in making ebooks accessible to libraries, and highlights key trends and statistics underscoring the increased importance of digital lending.

The Consumer Market
 
Ebooks provide consumers with unmatched convenience and accessibility. Significant market shifts occurred with the launch of Amazon’s Kindle in 2007 (available in Australia in 2009) and Apple’s first iPad with iBooks in 2010. The proliferation of smartphones, tablets, and dedicated e-readers enabled consumers to carry entire libraries in their pockets. This portability is especially advantageous for avid readers and travellers, reducing the need for physical space and the burden of carrying multiple books. Despite the jokes about always needing a charger, ebooks quickly became the preferred format for high-volume readers, particularly in genres like science fiction and erotica/romance. Ebooks often come with adjustable font sizes, text-to-speech capabilities, and other features that enhance accessibility for readers with disabilities. These options make reading a more inclusive activity, broadening the potential audience for publishers.
 
The Library Market
 
Libraries have long been pillars of community and education, and the integration of ebooks into their collections only strengthened this role. For publishers, making ebooks available to libraries means reaching a broader audience who may not otherwise have access to their titles. Digital borrowing is particularly beneficial when physical library access is limited, as seen during the COVID-19 pandemic. Although Australian university libraries generally prefer digital formats, the pandemic significantly accelerated the shift to digital, especially for textbook publishers.
 
For the larger publishers, creating their own ebook platform for libraries meant they could encourage direct relationships with their customers but they also worked with the ebook aggregators to ensure they had their content available in all possible sales channels – but saw them as competitors in many instances rather than partners or even solutions in that market. Overtime the number of aggregators decreased as they were acquired and merged into other platforms e.g. ProQuest’s Ebook Central is the platform name created by the acquisition and merger overtime of EBL, MyILibrary, ebrary.

Library Suppliers
 
We first saw the big shift to digital content with the reference publishers - as it was encyclopedias and dictionaries that were the first to transition to digital and impact library supplier revenue back in the mid to late 2000s. To counteract that change, library suppliers would work with publishers directly on a commission basis selling the publisher’s own platform. They also had to partner with ebook distributors so they could continue their role in the library supply chain and meet the tender requirements of their customers, especially if they worked in the academic library space. Library suppliers and ebook aggregators are more or less one entity these days with ProQuest and Ebsco prominent in academic library markets. Overdrive/Libby and Borrowbox are prominent in public library markets but there are a number of options available and publishers should ensure their content is available in all sales channels.
 
Challenges
 
Libraries expect content to made available in all available formats – print, ebook, audiobook, databases, multimedia, online platforms etc – to meet the needs of their readers, students, lecturers or researchers. Despite the clear benefits, publishers have historically faced several challenges in making their ebooks available to libraries:

1. Licensing Models: Traditional one-copy-one-user models have often been at odds with the nature of digital content. Libraries and publishers have had to navigate complex licensing agreements that balance fair use with profitability. Ebook platforms now offer multiple licensing models  to publishers who are able to decide what works best in terms of commercial arrangements as well as aligning it to the company's business philosophy.
2. Pricing Structures: Publishers have sometimes struggled with pricing ebooks for libraries in a way that reflects the value of unlimited digital access while remaining affordable for library budgets. The fear of cannibalising print sales has also influenced pricing strategies.
3. Piracy Concerns: The ease of digital distribution has raised concerns about unauthorised sharing and piracy, prompting publishers and ebook distributors to implement stringent digital rights management (DRM) measures that can sometimes hinder the user experience.
4. Cost of Distribution: If the publisher does not have a distributor who handles their print and ebooks, tech systems capable of making the process easier are not affordable - so manual workflows need to be implemented. Smaller publishers do not the resources to handle ebook distribution for multiple sales channels - particularly as each distribution partner has their own way to ingest metadata (if ONIX is not an option) so data templates needs to be filled in separately, workflows documented and followed, and training available so staff – and new staff - understand the requirements of each platform.
5. Content Restrictions: handling rights and restrictions in author agreements can be tricky at the best of times! It’s critical that only books with digital rights are placed library and consumer platforms.

Trends
 
Despite these challenges, the trend towards digital lending is unmistakable. Recent statistics highlight the increasing demand for library ebooks:
 
Global Rise in Ebook Lending:
According to OverDrive, a leading digital reading platform for libraries and schools, 2023 saw over 500 million ebook and audiobook loans globally, a significant increase from previous years.
 
Academic and Scholarly Libraries:
A report from the International Federation of Library Associations and Institutions (IFLA) noted that academic libraries have seen a marked increase in digital lending, with ebooks comprising a substantial portion of their collections. In Australia, for example, academic libraries reported a 25% increase in ebook borrowing in 2022 compared to the previous year.
 
Consumer Preferences:
A Pew Research Center survey found that 28% of American adults had read an ebook in the past year, indicating a steady shift towards digital reading habits.
 
The Australian Context
 
For Australian publishers, the ebook market presents unique opportunities and challenges. The Australian Library and Information Association (ALIA) has been proactive in advocating for better access to ebooks for library patrons. In recent years, ALIA has worked with publishers to develop fair and sustainable ebook lending models that benefit both libraries and publishers.
 
A notable initiative is the National E-Deposit (NED) service, a collaboration between Australia’s national, state, and territory libraries. NED enables publishers to deposit digital publications, including ebooks, ensuring long-term access and preservation. This initiative not only supports the digital infrastructure for libraries but also provides publishers with a streamlined way to meet legal deposit requirements.

The Benefits of Multi-Format Availability
 
For publishers still hesitant to enter the ebook market, it is essential to consider the benefits of making content available in all formats:

• Market Expansion: Offering books in multiple formats—print, digital, and audio—allows publishers to reach diverse segments of the market. This inclusivity can drive higher overall sales and reader engagement.
• Enhanced Discoverability: Digital platforms often come with sophisticated search and recommendation algorithms that can increase the visibility of titles. Ebooks can also be sampled and recommendations shared more easily, fostering word-of-mouth promotion.
• Sustainability: Ebooks contribute to a more sustainable publishing model by reducing the need for physical resources such as paper and ink. This aligns with the growing consumer demand for environmentally friendly products.
• Data Insights: Digital formats provide valuable data on reader preferences and behaviours. Publishers can use these insights to make informed decisions about marketing strategies and future acquisitions.

Summary
 
Ebooks offer clear benefits to both consumers and libraries, providing convenience, accessibility, and broader reach. Although publishers have faced challenges in integrating ebooks into library collections, evolving licensing models, supportive industry initiatives, and growing demand for digital content make a compelling case for embracing this format. For Australian publishers, initiatives like the National E-Deposit service exemplify the forward-thinking approach needed to succeed in the digital age. By offering content in all formats, publishers can meet the diverse needs of their audience and ensure their continued relevance and success in an ever-evolving market


Our director, Rachael McDiarmid, has been in the library ebook space since 2003 and has championed digital content for decades - particularly in academic and scholarly publishing. She works directly with ProQuest for Ebook Central as publisher relations manager for the Australian and New Zealand market and consults regularly on ebook distribution, particularly for libraries. The number of publishers who don't have ebooks available for both consumer and library markets never ceases to amaze her. It's 2024 last we checked.

We have a running joke about social media in that we're too busy doing other people's social media channels that we don't pay much attention to our own! And we rarely market our business because we don't need to. Word of mouth from existing clients and recommendations from others in the global publishing industry keep us busy with our outsourcing solutions and consulting services. But for authors, small and specialist publishers, having a social media content strategy is important.

And we can help with that.

In fact, we are always being asked about social media as part of the marketing mix! We've been invited to do multiple presentations on it - from small presses to university students through to Writers' Festivals and writing centres. And it's great to watch the audience work through their marketing strategy and determine the social media channels they want to work with.

Social media is an important channel for book marketing but many authors still don't know what to post or feel uncomfortable about what they share. For some people it is extremely important, others have very little understanding of how social media works, and there are authors who just aren't right for this form of marketing. Trust us, social media is not for everyone.

That comes down to these key points about social media platforms which are there to: 

• drive engagement
• encourage discussion
• share consumer information and news
• build virtual networks and communities
• have a conversation
• build an online connection

And authors and small presses, need a content strategy in line with their overall marketing strategy.

There's plenty of content ideas - share behind the scenes content, excerpts from your books, endorsements, reviews, events, launches, customer visits, industry news & awards etc. Engage with readers by consistently posting and interacting - you'll increase your book's visibility and build a community around your work. Don't forget to use hashtags and collaborate with others (booksellers, librarians, influencers) to help reach a wider audience and drive more sales.

Remember:  it's not the quantity but the quality that counts. it's about having an engaged audience. Engagement figures are much more important than impressions but everyone gets lost in the higher numbers of those 'eyeballing' their posts, particularly when advertising/boosting their content.

Need help with social media? We can help you build a content plan for your social media channels. Book in an author marketing and coaching session with us and take advantage of 34 years experience in the book publishing industry. We'll guide you through the process but more than that - our services cover everything from distribution to publicity, social media to websites. Depending on availability, we can also look after your social channels as well. Our online author consulting services are reasonably priced and we offer flexible "out-of-office" hours for one hour meetings. 

In addition to providing outsourcing solutions for publishers, distributors and others in the book industry, we also have a consulting and coaching arm. Some projects we work on are related to sales, operations, distribution and business development. Many are for organisations and publishing companies based overseas and often in partnership with larger consulting firms to the book industry.

We've recently we've been doing more and more book marketing and industry *coaching* work. Clients are asking for custom services, particularly around digital marketing and social media - for their authors. We already provide outsourced marketing services that include managing websites, digital marketing campaigns, social media and digital advertising so this is taking it directly to authors who want to create a brand, who want helpful advice and guidance on marketing that is specific to them. One size does not fit all, as we know only too well.

Most of the work we do here at RM Marketing Services is with professional, scholarly and university presses. We're more than happy to extend these services to publishers of all sizes who have authors who are uncomfortable with the online world, don't understand social media, and who need some hand-holding and one-on-one coaching with digital and social media marketing.

As an added bonus, this is a flexible service which can be done out of "normal" business hours. We offer a discounted hourly rate for publishers with regular bookings as part of their author care approach. Indie authors are also welcome and we're happy to do a workshop with a small press or writing group.

There are plenty of books and websites available on how to market books and how to maximise social media and digital marketing efforts but the authors we work with, particularly those working in corporate, professional and university markets, don't have the time to read them all. They are looking for tips and tricks and how to raise their profile in the channels in which they work - and more importantly, a social media and marketing strategy that works for them.

Publishers! Get in contact with us to see how we can support the work you do with your authors. Another string to your author care bow.

#yourewelcome

Mark Rosenberg is an executive coach, mediator and faciliator who empowers leaders and their teams to achieve their potential. Mark started his career as a lawyer, then worked in senior management roles in the private and public sector, before branching out as a mediator and creating Balanced Curve, based in Gladesville Sydney. The company are experts in conflict management, executive and team coaching, mediation and facilitation.

​You can read more about them at balancedcurve.com.

As a lawyer, Mark was dealing with hardcore disputes that were expensive and involved a lot of management time. As a mediator, however, he realised his strength was dealing with conflict. Over the years he has helped thousands of leaders become better at having hard conversations.

With this wealth of knowledge and firsthand experience, Mark wanted to share what he's learned with others so they have the opportunity to be better communicators and handle conflict better - afterall, it's something that many of us struggle with! He did this utilising the experience of the team at Publish Central (who also told him about RM Marketing Services!) and published a book called Mastering Hard Conversations: Turning Conflict into Collaboration. 

The key message of the book is simply: conflict in the workplace is inevitable. That means that as a leader - whether that's the CEO or senior management team, or a leader within your own team, or a thought leader within an organisation - being skilled in dealing with conflict and having uncomfortable conversations has enormous benefits. Mastering Hard Conversations provides a proven, practical, structured approach to help you become a better leader by improving your communication and conflict skills.

Mark came to us to talk about marketing and publicity support - as well as support and advice while he navigated the world of publishing and bookselling. Like many independently published authors, navigating the metadata minefield was the first challenge - ensuring that accurate, enhanced information on the book was sent out in data feeds to online booksellers was tricky for someone who hasn't experienced it before. For many indie authors, online booksellers are THE main sales channel due to the nature of publishing and distributing a book using the Ingram Spark platform (print to order and ebook distribution) so getting this information right was a priority.

We then discussed ways of disseminating information about the book to core booksellers and library suppliers. We also mapped out plans for content and social media posts, particularly using LinkedIn for engagement where Mark had a loyal, supportive following. We also worked with some online sites and Mark spoke to his peers who have podcasts about teams and teamwork. Our good friends at Books+Publishing included him on their #booksareessential campaign which has 10,000 followers on Instagram. We liaised with reviewers and we provided promotional and marketing support as the weeks progressed.

As icing on the cake, Mark was able to turn a profile about his house into an article about the house, his dogs Peggy Sue and Honey, and his book! The article is below however the online article had a different heading - Lockdown at home proved perfect for Mark Rosenberg to write about conflict management - which was pretty perfect! You can read it here on The Australian website.

Since we've been working with Mark on his book, we've seen Mastering Hard Conversations in and out of the Top 50 books in mediation and conflict resolution on Amazon, and even in the Top 3! It's a book that resonates with readers because it's practical, well-written and helps them develop their knowledge and skills in conflict resolution and communication within teams.

You won't be surprised to hear, we're big fans of the book, particularly Chapter 8 - Dealing with Certifiable Assholes! 
​
​Listen to Mark speak about that chapter here.