Publishers take a financial risk when they organise an
author event or attend one an author has organised, especially if a sale or
return agreement has been made with a local bookshop. Sometimes when books are
returned they are no longer sellable.
Here are some case studies:
Case 1
Three writers were show-cased at the International Anthony
Burgess Foundation, a tastefully converted mill in Manchester, just behind the
Oxford Road station. I went along because I knew two of the writers – a poet
who is a colleague and a novelist with whom I used to work.
It was a delightful evening. The third writer was
interesting as well. I bought two of the books – I already had one of them. I
think the publisher sold five of each title. This wouldn’t have even covered
her traveling costs let alone the hire of the venue – which was packed,
actually.
Case 2
I attended a launch of a collection of poems and short
writings by someone I know. I was also interested in the publisher because he
is young and produces the best covers I’ve ever seen.
Again, the venue was packed. The writer clearly had a lot of
friends and fans. The publisher sold twenty-five copies of the author’s book and
a few other titles. I don’t know if they paid anything for the hire of the room
– it was in a pub so sometimes this can be free as it’s a given that people
will spend at the bar. Certainly the publisher would have covered his costs.
But he’d hardly be paid for his time.
Case 3
The winner of one of our novel competitions was a young girl
aged sixteen. She later confessed to having written the book when she was just fourteen.
We had to make a fuss of this one. We paid for the hire of the venue - a
quirky, independent café. We paid in effect the salaries of the waitresses. The
girl’s parents bought cupcakes and a drink for all of the guests.
We sold all fifty books I’d brought along and some of the author
copies the family had bought. We more than covered the cost of the room but our
profit would certainly not have paid for drinks etc. Let alone the cost of my travel
and overnight accommodation. The book has since covered those but my time
remains unpaid for.
Case 4
An imprint of one of the big five launched a book by a
mid-list author in a regional branch of a high street book store, but in a town
not too far from London. The charismatic editor-in-chief, after whom the
imprint is named, attended – he was rather fond of the author. Many people came
to the shop – and about thirty of us even went out to dinner afterwards.
The book is still in print but it never did become a
best-seller.
No doubt the editor covered his immediate costs that evening
but sales probably didn’t pay for his time.
Case 5
All of the delegates from a writers’ conference attended a
book launch in a High Street bookshop. We were offered wine and snacks – not sure
who paid. Few people bought books because it was just too crowded.
Case 6
The first book we published was a collection of short stories
mainly by authors published for the first-time. Several authors held their own
events and sold over 100 copies a time.
We held a get-together in London and charged the people who
attended enough to cover the cost of a buffet-lunch, a drink and the hire of
the room. The book sales on the day and the slight profit on the event covered
my travel expenses.
Although the book was only out for six weeks before the end
of the year, each author got about £25.00 royalties – quite unusual in a collection
of unknown authors.
As we’ve moved on and those writers have come back to us,
now with more experience and no longer able to sell to friends and family, and
as we’ve attracted more established writers also, we’ve not been able to repeat
that pattern.
Case 7
We launched a book at prestigious literary festival. We got
some pretty decent high-profile media coverage. It is our bestselling book. All
copies ordered by the festival’s bookshop sold and they ordered a few more than
normal.
In fact, not all sold at the festival but the bookshop owner
decided to keep the rest and even gave us a donation for the charity the book
supports.
However, there were quite a few entertainment expenses.
Nevertheless the book continues to trickle out.
Book events aren’t just
about selling books on the day
Book events are, in fact, a type of PR. It is fine for them
to be loss-leaders. Frankly, my favourite type of entertainment is a book
event. I’m probably pretty typical of all of those who work in the book
industry. I love the whole process. I relish being around books and all those
in the involved in the process of making them. What else would I do with my
time? We have to make money and we have to be paid for what we do, but other
than that … Even those involved with the big five would get far more return on their
effort if they invested their business acumen in any other industry apart from
farming. Theatre is probably on a par and possibly the other arts.
We feel, though, immensely privileged that we spend our time
doing what we love.
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