There’s an uncomfortable truth in the indie publishing world. A truth that many don’t want to admit exists. This truth lies in the deepening wealth divide of authors. This divide is not just a matter of economics; it's a major factor in what books do well and which ones don’t.

Wealth often equals ‘success’

There’s no denying that indie publishing has always been and will be dog eat dog (despite what the luvvies in online communities may say). Those books that see success often do so not because they necessarily deserve it, but simply because the author has plenty of spare cash to burn on ads.

That might sound harsh, and I’m sure I’ll get plenty of blowback for stating the truth yet again, but c’mon we see these posts all of the time online.

This is a good example - https://www.thesneakykittycritic.com/2023/12/22/and-the-writing-community-implodes-yet-again/?fbclid=IwAR1uGpppLx8dGlc1w_JCoeTSOnmw9c0DnHxcZn1pEIf0Rna8Ag-p-L3PInQ

An author shares their sales that come in at hundreds of thousands of dollars and claim that they got that through sheer hard work etc. In reality, and this is often always the case, it turns out said author made hundreds of thousands in sales after spending almost as much or probably more on advertising. Naturally if you have money to burn then sure, splurge it on ads do what you like, but don’t then claim that those figures you boast about have anything to do with ‘hard work’ or the quality of the book in question.

A Facebook post from a veteran author on the difficulties faced when publishing.

The Advantage of Wealth

For authors with substantial financial resources, the road to success is paved with opportunities that are often out of reach for their less wealthy counterparts. One of the most significant advantages is the ability to invest thousands in advertising and marketing. With the right budget, an author can ensure their book appears in front of millions of potential readers through targeted ads, social media campaigns, and high-profile book tours.

This level of visibility is crucial in a market flooded with content. Platforms like Amazon's Kindle have made it easier than ever for authors to publish their work, leading to an overwhelming array of choices for readers and with the surge in underhanded ‘authors’ spamming the site with AI written books that crowd has only multiplied. In such a crowded space, visibility becomes the key to success, and visibility often requires substantial financial investment.

I’ll readily admit that I’ve invested in ads now and again and I’ve paid for Bookbub’s and other promotions. You know why? Because that is the only guaranteed way to generate substantial sales for your books proving the point. Unfortunately I don’t have the resources I would like, I have a house to run, a cat to feed and a wife to keep happy. (If I spent loads on my books she’d kill me and rightly so!) Those with substantial bank accounts or who have the privilege to either have a very wealthy partner, inheritance or the free time to devote to building their author brand into a full scale business have the advantage over the rest of us.

The Struggle for Less Wealthy Authors

On the other end of the spectrum, authors with limited financial resources face a steep uphill battle. Without the funds to invest in marketing and advertising, these authors rely heavily on organic reach, word-of-mouth, or catching the eye of a significant influencer in the literary world.

The rise of Kindle and PoD has been a double-edged sword for less wealthy authors. On one hand, these platforms have democratized the publishing process, allowing anyone with a story to share it with the world. However, the sheer volume of content these platforms host has made it increasingly difficult for individual authors to stand out without significant financial backing. Try releasing a book with no money behind it. Sure, you might get a few sales from word of mouth and via social media plugging, but before long it’ll fade into obscurity as the Amazon (or whatever online publisher’s) algorithm soon buries and sends it to oblivion as authors with bigger budgets use ads to bury it.

Another author laments at how the system works

A Class Divide in Literature?

This economic disparity in the literary world is a microcosm of the broader class divide we see in society. Wealth not only provides access to better resources but also opens doors to networks, opportunities, and platforms that can significantly boost an author's career. In contrast, authors from lower-income backgrounds often lack these connections and opportunities, making it harder for them to break into the mainstream.

This divide is not just about book sales; it's about whose voices are heard and whose stories are told. The narrative becomes skewed towards those who can afford to be heard, often leaving behind a wealth of compelling stories from authors who simply don't have the financial means to compete. Even in the trad world authors who are less well off face a severe disadvantage as they are expected to do their own marketing a lot of the time. Those who are better off and have the time to devote to their books will naturally get an advantage.

The Kickstarter Solution?

Kickstarter has become a beacon of hope for many authors, especially those who can't afford the steep costs of producing and marketing a book. It offers a platform where authors can present their book projects to potential readers and secure funding before the book is published. This model not only helps cover production costs but also serves as a market validation tool, gauging reader interest before the book is released.

Pros of Crowdfunding

Direct Engagement with Readers: Kickstarter allows authors to build a community around their work, engaging directly with their audience. This interaction can provide valuable feedback and create a loyal reader base even before the book hits the shelves.
Creative Freedom: Crowdfunding gives authors the freedom to pursue their creative vision without the constraints often imposed by traditional publishers or the need for substantial personal investment.
Visibility and Marketing: A successful Kickstarter campaign can serve as a powerful marketing tool, generating buzz and visibility in a crowded marketplace.

Cons of Crowdfunding

Uncertainty and Pressure: Running a Kickstarter campaign comes with its own set of challenges. There's no guarantee of success, and the pressure to meet funding goals can be stressful.
Time-Consuming: Crafting an appealing campaign, promoting it, and fulfilling rewards can be time-consuming, taking away from the actual time spent writing.
One-Time Solution: While Kickstarter can fund one project, it doesn't provide a sustainable model for authors who wish to write multiple books.
Perhaps the biggest con is that now there are countless Kickstarters being started by authors that even this method is experiencing saturation. Again, the wealth disparity begins to seep in as those authors able to afford better rewards will have a significant advantage over those who can’t.

While platforms like Kindle and PoD have made it easier to publish, they have also made it more challenging for less wealthy authors to stand out. Tackling this issue requires concerted efforts from all stakeholders in the literary world to ensure that the voices of all authors, regardless of their economic background, are heard and appreciated.

Or, perhaps I’m just being naïve and that inequality and those who have wealth will always have a distinct advantage over those without. Just do me a favour, don’t boast about how many books you’ve sold when you’re spending a small fortune for ads in the process…

The Wealth Divide in Indie Publishing