eBooks: A cost-effective publishing alternative
Sydney, 7 May 2010

Presented by Madisen Harper

Learning Outcomes
By the end of this course, attendees have the tools and knowledge to:

Course outline

Date: Friday 7 May 2010, 10 am – 4 pm
Venue:  Y Hotel Hyde Park, 5-11 Wentworth Ave, Sydney
Cost: $100 ASA members, $232 non-members. (Non-members pay the member’s rate plus $132 – the cost of Affiliate membership.)

Registrations close 30 April 2010 - download registration form here.

ASA Members can now pay for all seminars online. Simply log in to the website using the "Member Log In" button to the left, and then click this link to go to the payment screen. Contact the ASA office if you do not have your log-in details.

eBook Evolution: An option for authors
By Madisen Harper

According to Allen & Unwin Academic and Digital Publishing Director, Elizabeth Weiss, her company receives an average of 30 to 40 unsolicited manuscripts a week. Of approximately 2,000 texts received annually she says, “We would probably publish something like 2%.”  Dashing the hopes of thousands of would-be authors.

We’ve all heard the struggling beginnings of well-known writers. Harry Potter author J.K. Rowling received 17 rejections and Stephen King’s best-selling novel Carrie was discarded by over 30 publishers.  Writers are now taking advantage of the eBook evolution and are no longer at the mercy of publishers.
 
Fed up with agent and publisher rejections, new and established authors are creating eBooks and selling them on Amazon.com, Barnes & Noble and through hundreds of online eBook distributors. They keep most, if not all, of the profits and enjoy the Internet’s global reach and sales potential.

"eBook" stands for electronic book, a downloadable file read or printed off compatible electronic devices such as computers, personal digital assistants (PDAs) and wireless reading devices such as the best selling Amazon Kindle. What iPod and iTunes did for music and audio, the major online book distributors and their eBook technology will do for readers and writers.

Ms Weis acknowledges growth in the eBook market, “eBook sales have grown dramatically in the US in the past year - albeit off a low base. No author or publisher can afford to ignore the impact this growth in eBook sales is having on the general book market and in particular on pricing. In Australia, as with other parts of the English speaking world, things aren't moving quite so fast, but anecdotal evidence suggests that readers are curious about eBooks and that some are already reading on mobile devices. The release of the Amazon Kindle in Australia in October is just one of a number of developments in digital publishing we will see over the next twelve months.”

The new medium offers opportunities for both writers and publishers.  International Digital Publishing Forum president, Steve Potash, says, “eBooks represent the fastest growing segment for the publishing industry.”  Traditional publishing houses such as Harlequin Enterprises Ltd, HarperCollins, McGraw-Hill, Random House, Simon & Schuster and Time Warner Book Group are now releasing their bestsellers in electronic format, at reduced prices. Readers can choose to purchase Dan Brown’s best seller The Lost Symbol in hardcover for $29.95 or download the eBook for $9.99.
 
According to the Association of American Publishers, publishing houses recognised the potential of eBooks in 2004 when the medium experienced explosive sales growth.  In 2009 the International Digital Publishing Forum’s statistics for a nine month period puts eBook revenue at US$109.9 million for traditional publishing houses. A phenomenal 2,646 per cent growth in just seven years. This figure excludes the thousands of individuals self-publishing and marketing their eBooks and the data only represents trade eBook sales via wholesale channels so in reality retail numbers may be as much as double the above figures due to industry wholesale discounts. 

Best selling eBook authors of How to Write and Publish Your Own eBook, Jim Edwards and Joe Vitale, say the three main reasons why people write eBooks are to: share their story with others, build an income or gain prestige amongst customers and peers.

Combined with a simple marketing formula, eBook publishing can be lucrative, as evidenced by Vitale, “I earned over $45,000 in three months from my marketing eBook.”  Renowned author Stephen King added to his fortune when he discovered the online world and shook the publishing industry. Within 24 hours of announcing his online short story, which sold for US$2.50 (A$2.73), more than 400,000 people bought it. It was reported that King made more than a million dollars within three days
 
Bestsellers such as King help overcome the misconception that eBooks are written because the writer couldn’t get a ‘real deal’ with a publisher. eBook authors range from Eclipse’s, Stephenie Meyer to Aunt Sarah sharing her quilting expertise.

Ms Weiss states, “Allen & Unwin sees eBooks as an opportunity to reach readers by a new channel. The eBook market is still relatively new and while it is growing steadily, it's not clear yet how large it will become.  However we are conscious that just releasing an eBook online is only part of the publishing job. As with any printed book, an eBook needs to be well edited and marketed - otherwise it's likely to just drift unnoticed in cyberspace.”

Website designer Ivana Katz of www.Web4Business.com.au helps authors publish and market online and believes the eBook evolution offers them hope.

“Most people come to me with completed manuscripts after being rejected by agents and publishers. Many have also considered self-publishing but are discouraged by the cost in the thousands [of dollars]. By the time they find me their enthusiasm is low but they’re still hopeful. When I tell them they can convert their book into an electronic format and have their own Internet site to feature it starting from a few hundred dollars they begin to get excited again.” 

Combined with simple marketing techniques, authors gain the satisfaction of sharing their story while visualising their ascent up the Amazon.com eBook bestseller list. 

The ASA’s professional development seminar program is funded by the CAL Cultural Fund.