1: More traditional authors will move
to the indie model
Some indies are having major financial
success, and the rest of the publishing industry is taking note. Dean Koontz
and Patricia Cornwell have signed with Thomas & Mercer. Big publisher
corporate mergers means traditional authors will have less negotiating power
and at least some will be tempted by the indie path
2: More indie authors will collaborate
or consolidate in collectives
From sharing production costs to
combining marketing efforts, this is a great way for indies to publish quicker,
expand back catalogues, increase output and earnings, not just by combining
email lists, but actual books as well to compete on a level above.
3: Authors will benefit from competition
in the eBook marketplace between Amazon, Apple, and Google
Amazon is the largest retailer for
indies, but in 2020 Apple redesigned its author portal so authors without a Mac
could publish to iBooks and Google Play revamped its publishing analytics
interface in fall 2020 making it easier for authors to analyse their sales on
the platform. Apple and Google are clearly investing in indies in 2021.
4: More platforms fighting for Audio
supremacy will benefit
savvy authors
5: COVID-19 will impact book sales in
different ways at different times
2020 saw more people turn to books for
at-home entertainment and education via digital means and will continue in the
first half of 2021. The second half of the year could mark a downturn for eBook
sales if vaccination efforts in the US and Europe are successful. This could
mean a temporary lull in eBook sales during the “post-Covid re-emergence” phase
of our lives.
6: The overall eBook market will
continue to grow
Overall industry stats show that
upwards of 70% of people who read, still read print and haven’t yet adopted a
digital reading. Covid 19 turned more readers to digital in 2020and more
readers are joining the digital eBook market in 2021.
7: Authors will see more success with
international sales
Authors willing to invest in
translation could get a great foothold in this rising European eBook market. The
German market first, but the French, Italian and Spanish ones will be catching
up quickly.
8: It will be a volatile year for paid
advertising
More retailers and brands will spend
more marketing dollars in digital channels in 2021. Increased spend and
competition will drive up the costs of digital advertising for authors.
9: Email delivery and engagement will
become a focus for authors
Email lists become more important and
the competition is fierce. Nothing prevents you from letting them know about
your latest release. Other marketing channels will suffer in 2021, so email is more
important than ever.
10: Authors who write into series, and
with big backlists, will win larger pieces of the pie
Writing a series results in more sales,
and authors know it. Expect to see more authors writing series, and those who
do will see the financial rewards.
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