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Compared
with publishing through a traditional press company, the
advantages to an author of choosing POD are obvious,
starting with the relationship with the publisher and
extending to the investments, costs, compensations, and
distribution and on to print quality. Not least is the
wider exposure of an author's name due to the spread of
editorial data over the Internet through digital
catalogues and marketing specific to the POD system (see
the section titled What is POD).
There are also few disadvantages to POD publishing, but
those effects will diminish in time with greater
expansion and acceptance of POD systems.
Compared
with the publishing through traditional press, POD
publishing offers the following features:
Acceptance of material
Knocking on publishers' doors is the first
step by an author wanting to be published, and this
action is not usually a pleasant one. Traditional
publishers are well-known for their reluctance to
publish beginning authors; they want to avoid the risk
of stocking a possibly nonsalable title. Moreover, the
screening process (reading, content analysis, editing
quality check, and evaluation of market potential) can
last months. A publisher can repeatedly return the
material to its author along with suggestions for
changes and revisions, which can extend the screening
period to over a year. If the material is finally
accepted, the author is offered a contract on the
publisher's terms, which the author must accept
unconditionally.
In contrast, the POD publisher will publish
any author regardless of his or her background and
experience, as long as the proposed material meets
standard editorial requirements (see the section titled Author guidelines). Of course, this happens because there is no risk of
investing in nonsalable stock, a feature of
one-book-at-a-time printing. The screening period is
reduced to 1 to 2 weeks on average, and the title goes
into production once the finished files are received.
Costs
Most traditional publishers carry titles by
beginning authors or unknown authors, no matter
the quality of the title, only on condition that the
authors participate in the production and advertising
costs. The author's share of these costs is lower that
the publisher's, but still may discourage authors who
cannot afford even this amount. For a first print of
1000 copies of a medium-sized book, the author is
typically asked to participate with an investment of
2000 to 8000 euros. Such participation is also requested
for further print runs, depending on earlier sales, but
it can be waived if a title sells very well.
For a book published using POD, the author
pays the publisher a one-time setup fee for a title as
well as a digital catalog fee (see the section titled Fees and compensation). On average, these combined fees can total
between 190 and 390 euros (in INFAROM's fee schedule), depending on the technical
aspects of the book. In an on-demand printing system,
printing costs are paid automatically through the order
payment feature of the network. Any other author's
expenses are optional and relate only to the marketing
the author is willing to perform to grow book sales.
The POD publisher also has an advantage
with respect to costs because there are no big
inventories and thus no need to offset warehousing
overhead costs.
Author
compensation
The advantages of POD publishing also
exist here. While a traditional publisher gives
beginning authors a compensation amounting to between 0
and 9% of the list price, INFAROM pays its authors 65%
of the net profit resulting from a book’s sales and
retains 35% as the publisher's commission. See the
section titled Fees and compensation for a detailed calculation of author compensation. Here is
a comparative example:
For a title with a US$20 list price, having
a print cost of US$4, Ingram's discount is 55% x US$20 =
US$11, and the publisher’s net profit is US$20 - US$11
- US$4 = US$5. From this amount, 65%, or US$3.25, goes
to the author and the remaining US$1.75 goes to the
publisher.
Such a book published through a traditional
publisher offering a hypothetical 10% author
compensation would generate a mere US$2 in profit for
the author.
In the POD system, author compensation is
higher than publisher's profit.
Author's
name
Because the POD system takes full
advantage of the Internet as a mean of transmission of
editorial information, the author's name has greater
exposure than a traditional publishing house can offer,
regardless of the current sales of a respective title.
The only exceptions are the titles published by powerful
publishing houses, which may invest huge amounts in
advertising a title and its author (dozens and hundreds
of thousands dollars). But this does not happen for
beginning authors, who now have POD publishing at their
disposal to help make their names.
Print
quality
POD printing technology ensures a high
quality finished product—paper, print, cover, and
binding. In fact, the quality is superior to most
traditional offset printing.
The
disadvantages of POD publishing are the following:
– The unit price is a bit higher than
with traditional printing due to the high-tech machines
that print books one at a time. When the printing
company lies in another country, this price is higher
due to international transport fees.
– POD encourages publishing as many
titles as possible. A POD publisher can publish far more
titles annually than a traditional one. This growth
benefits final customers and stimulates competition, but
distributors' catalogues become more and more crowded
with all the new titles; thus, additional marketing is
necessary for the publisher and an author to bring a
specific title to the attention of the audience and the
retailers.
– Academic POD titles do not receive the
same recognition in the scientific community as those
published traditionally through well-established
specialized publishers, which are given higher prestige.
These disadvantages have the greatest
effect on the last distribution level (the retail
level), but can be counteracted by effective marketing.
In addition, the expansion in POD publishing is causing
authors to migrate from traditional to POD publishing,
including well-known authors, and this migration will in
the end eliminate these disadvantages.
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