How authors and publishers are dealing with book distribution amid supply chain issues, shortages, rising costs, and more

Recently I had the opportunity to hear Athena Dean Holtz, founder and publisher of Redemption Press, speak to Word Weavers about the challenges facing authors and publishers today. Here are the highlights of her presentation:

The impact of inflation: Energy, materials, and labor costs are increasing and will feed higher book prices.

Supply chain and logistics pressures: As pandemic-related lockdowns are lifted, spending power is increasing. However, the shift to online spending is creating demand that is exacerbated by port congestion.

Paper price increases and shortages: In particular, cream-colored stock and heavy white paper for picture books have been a challenge to get.

Shipping prices and port delays: Delivery times are slower and shipping rates are increasing.

Shift to local manufacturing: Local printing and shipping has the least carbon impact. Publishers that use offset printing want to be able to print and store in nearby warehouses.

Athena Dean Holtz

Athena Dean Holtz

Supply chain inflation and sustainability are forcing publishers to review their catalogs, plan ahead, diversify formats and suppliers, reduce print runs, and print in local markets. Publishers must be agile and creative.

The publishing industry has just experienced two full years of massive upheaval. Some of what has happened are trends and will remain; others are temporary and will change and change again. Trends are hitting different publishers differently at different times.

Good news: 2021 combined format unit book sales are up in both US (9%) and UK (5%) over 2019.

E-commerce is up and likely to stay up.

Six or seven out of ten consumers shop across all product categories in an omnichannel way (a multichannel approach to sales that seeks to provide customers with a seamless shopping experience, whether they’re shopping online from a desktop or mobile device, by telephone, or in a brick-and-mortar store).

Ebook sales have been fluctuating. It’s reasonable to expect that ebook and audiobook sales will increase in part due to paper shortages and the lack of availability of print books. More and more people are listening to podcasts and audiobooks.

Authors and publishers must have options for sales when printing is delayed.

  • Now more than ever, authors should have an audiobook
  • Digital products, ebooks, audiobooks, and courses fill an immediate need
  • Authors should never set a date for a marketing event before books are in print—the market is too unstable
  • If you get in a situation where you have an event and don’t have print books available, get creative
    • Maybe provide a free PDF version when a customer orders a print copy
    • Sign a bookplate that can be placed inside the print copy when it arrives

Authors and publishers need to look for ways to support independent brick-and-mortar book retailers. Be sensitive to the fact that Amazon has put a lot of bookstores out of business. Ask local bookstores how you can help them. Look for ways to partner with other authors to create events (book signings, workshops) for your local bookstores.

Use the introduction of a new version of your book (like the audiobook) as an opportunity to do a relaunch.

To get your book into major retailers and airport bookstores, you must be able to print a large enough quantity to be able to offer the discount retailers want (up to 75%) as well as deal with the returns (copies of your book that don’t sell), which very often are not in a resaleable condition.

Speaking to groups is a great way to sell books.

People are still buying, reading, and listening to books!

Click here for more information about Athena Dean Holtz and Redemption Press.

Jacquelyn Lynn
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