Public Relations Blog

Indie Authors Alert: Crowded Book Market Fall 2021

crowded book market for indie authors

Fall is always a crowded book market because it leads into the holiday shopping season.  However, this year could be one of the most competitive and expensive for indie authors and publishers.

Expect Delays in Supply Chain

In recent years books by Michelle Obama and Bob Woodward have taken over the market and the paper supply.  The larger traditional publishers order paper in advance.  In 2018 indie authors and smaller presses were faced with delays getting their books printed.  The paper issue has not gotten much better for indies since then, but many have learned to work around the delays.  However, this year, the crowded book market combined with a truck shortage and a labor shortage, make getting supplies and shipping books challenging for printers like Ingram Spark that cater to the indie market.

Increases in Pricing

Have you felt the rise in inflation?  Groceries, gas and materials like lumber, metal and oil have all climbed steadily since January 2021.  Well everyone in the book business is going to feel the pinch as well.  The Independent Book Publishers Association published this brief memo from Ingram explaining that their U.S. prices have increased 6%, not including shipping.  As of November 6, 2021, we can except price changes reflecting this increase to go into effect.

Book Reviewers Overwhelmed

I don’t have any official data to report on reviewers.  I can tell you that we are hearing that reviewers are swamped through December with titles.  One Instagram reviewer mentioned that she had 200 books to review between now and the end of the year.  I’ve said in other blogs that the traditional publishers plan their most splashy and coveted titles for the Fall season and those books will be considered first.

How to Manage a Crowded Book Marketplace

I can offer a few recommendations if you currently have a book planned in the next three months and you have not already been soliciting publicity coverage.

  1. Set a soft publication date where you release the book without the expectation of coverage right now.  Plan for a hard publication date in the first three months of next year to give yourself enough time for reviewers to take a breath.
  2. Completely push publication until Winter 2022.
  3. Whether you soft publish now or wait all together, focus your efforts on your social media and digital marketing.
  4. Do your homework and research other kinds of media and contacts who may want to cover your book in a story or interview.  Some of these contacts might have some openings, especially if they don’t have to read the whole book.
  5. Plan, plan, plan.  Use the time to figure out what kind of traditional strategy you want to have for your book.  Get your review copies ready and start sending them to reviewers (stickered with the publication date) three  to four months ahead of your hard publication date.

Manage Book Sales Expectations

Most of all you need to accept what is possible and what is not, cut your losses, and strategize.  Evaluate the market and the competition for the season and decide how you want to move forward with your marketing and publicity.  Then start taking steps in that direction.

For more information about book publishing and marketing, check out  www.clairemckinneypr.com/blog and

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