The Ins and Outs of My Recent Fussy Librarian Promotion

First, Happy Valentine's Day! I hope someone gave you a valentine.

Second, if you're not familiar with ebook promotional newsletters, basically, a company creates an email list of ebook buyers (subscribers have to opt in, but it's free to them) and then charges authors and publishers to include their books in a daily email to subscribers. There are many of these services now. BookBub is the biggest name (and the hardest to get into), but there are others, including Book Gorilla, Bargain Booksy/Free Booksy (they separate free books and cheap books into their two emails and if you want both, you have to subscribe to both.), The Fussy Librarian, and Ereader News Today (ENT). When books are on sale but not free, the email entry has an affiliate link and the company gets a small cut from the sale.

On February 8, I ran a Fussy Librarian promotion for The Sixth Discipline (a free ebook!) . The results were pretty good. I had not used FL in a while, so I didn't know what to expect.

I gave away hundreds of copies, mostly on Kindle. And of course, even though the email itself usually generates "sales" for the one day it runs, Amazon's online algorithms push popular books to readers so increased "sales" continues for a few days. As you can see in the screen snap below, the promo offered links to the the book on Kindle, Nook (B&N), Apple, Kobo and Google Play. The results in the list below the screen snap are "sales" for the day of the promo plus three days after.

Vendor:           No. of Copies given away February 8, 9, 10, and 11

Amazon Kindle: 277 (plus 5 paid*), 88 (plus 2 paid*), 28 (plus  1 paid*), 21 (none paid*)
Google Books: 20, 3, 2, 0
iBooks/Apple Books: 19, 0, 0, 0
Barnes & Noble 0, 0, 0, 0
Smashwords: 0, 1, 2, 0 (note: their link was not listed in the ad; these are normal numbers for comparison)
Kobo 0, 0, 0, 0

* The Kindle version wasn't free in all Amazon bookstores so the paid numbers represent foreign sales.

Note that The Sixth Discipline was my first published title, and it came out in 2011. It is free on Amazon only because Smashwords lets an author make a book free, and because Smashwords is a distributor as well as an e-tailer, the book is thus free on other platforms as well. Amazon practices price matching (which is why you see "Tell us about a cheaper price" links on a book's Amazon page);  if you make the book free elsewhere, Amazon will make the Kindle version free also. These days, I usually give away from zero to three Kindle copies every day, so promotions are helpful to boost "sales."

I think in a way, these numbers do a good job of representing how well each vendor is doing at ebook sales. Amazon is way ahead of the pack; its second day number beat all the others' first day totals combined. But Google and Apple both have a significant ebook presence, On the other hand, Barnes & Noble is pretty much dead in the water, and Kobo is going nowhere (at least in the US; it is more popular overseas where Amazon is less dominant). This explains one of the main reasons Amazon can tempt authors and publishers into enrolling their books in Kindle Unlimited: they give up small sales numbers on other platforms in return for money from KU borrows.

Right now both The Sixth Discipline and its sequel No Safe Haven are available only in ebook form but I am having new covers made, and formatting the books for print. I hope to have paperback versions available in a month or so. I might run another promotion after that, as a test of the new covers.

A word to other authors: Giving away this book makes some sense because there is a direct sequel that is not free, and I always see increased sales of it after a promotion of the first book. Giving away a standalone book is not usually as good an idea.  For one thing, a huge number of free ebooks are never read. Making a book free eliminates the cost barrier, so a lot of readers download a free book first, and then look to see if they want to read it. If you have books that are very similar, it can still be a good idea to make a book free for a day or two, in that it can drive up your sales numbers on Amazon temporarily and thus get the book in front of a lot of readers through the "customers also bought" function. That's another benefit of Kindle Unlimited; authors can make their books free or discounted for short periods of time.

An interesting case

An interesting point about ebooks is that their use is not governed merely by the technology available but by the marketplace. Sony had a very nice e-ink reader before Amazon came out with the first gen Kindle (which looked a little clunky in comparison), but Sony didn't have much of a bookstore, and its Reader never got much traction in the marketplace. Amazon was the first company to successfully deal with the chicken-egg problem: no one would buy an ereader unless there were lots of ebooks to read, and one one would publish in ebook form unless there were lots of folks with ereaders. Their success gave them a solid head start in the ebook race.

To establish the Kindle as a viable reading platform, Amazon not only created apps for other devices (iPhones, iPads, PCs, Android), they discounted the price of ebooks so that best sellers were rarely more than $9.99. They could do this because publishers sold ebooks at wholesale rates; they set a price, and Amazon paid them that amount. Amazon then turned around and set its own retail price at whatever it wanted, sometimes less than it had paid for the book.

It was the Kindle's success that made the publishers fear it. In case you haven't been following it, there is a case in federal court right now that relates to the struggle for the ebook market. The Department of Justice is suing Apple about possible price fixing and antitrust aspects of its agreements with five of six of the major publishers; those agreements called for agency pricing where the publisher sets the retail price and the retailers gets a set percentage of it when the book is sold. The five publishers, who made Amazon accept agency pricing, too, have all already settled.

Apple has a lot of (very good) lawyers, so I am wondering how this lawsuit will come out. A judge is hearing it, not a jury, so there won't be any kind of deadlock. But I do wonder if Steve Jobs were still alive if they would call him to the witness stand.

The case is awaiting a decision and speculation is rife on the internet.

Sales figures from other retailers: slow is better than not at all

Like the KDP and PubIt platforms, Smashwords reports sales on their own platform very quickly. For all three of them, you see any and all sales within hours or even minutes.

For sales via Smashwords other retailers though, reporting time varies tremendously. I've copied the chart (below) that I see in the Smashwords Sales and Payment Report to show you what I mean. Note the second column in the table, which shows the date for which sales are reported for that retailer. Barnes & Noble is the quickest, followed by Sony and Kobo, but Apple and Diesel are way behind, with Amazon bringing up the rear (except of course I'll never see Amazon numbers in this table because I'm selling direct via KDP). The fourth column shows actual dollar amounts for any sales not already reflected in my Smashwords balance (i.e., money that will be due to me from Smashwords after they get it from the retailers).  All data is as of today, but I've zeroed out all the last column numbers.

When I looked at the sales and payment report in my Smashwords Dashboard, below this chart is a much longer and more detailed one showing sales by date and by vendor. It's actually pretty informative in terms of what titles are selling well, and in some cases, where.  Apple and Kobo show the country where the sale was made.and all of them give you the price paid and the date.

Smashwords pays quarterly, assuming you have enough royalty coming to you. If you're at all interested, you should check out their Payment and Royalties FAQ.

G'day, mate! Apple iBooks Down Under

One reason I like Smashwords is it gives you the option of also selling your ebooks in other retailers, specifically the Apple iBooks and Sony Reader stores. Sony has provide a slow but steady sales stream, but Apple is interesting because their stores have resulted in some international sales for me.

When you own international rights to your book and publish it via KDP,  your ebook is also for sale in the Kindle stores in the UK, Germany, France, Italy, and Spain. But of course, except for the UK, an English language book is not going to do as well in those countries. The Apple iBooks store, however, sells in the UK, Canada, and Australia as well as parts of Europe. For some reason, Tribes has done better in Australia than anywhere else! Maybe it's the desert setting for the opening scene? Or maybe it's the remoteness of the colony world? Who knows!

But I'm happy they like Tribes Down Under!