出版与作家生涯2020mwl.io
纸质书出版生意与钱
The Print Book Trade, and Money
导读
作者以自己多年自助出版的经验，把纸质书从印刷到零售各渠道的收入分成、折扣和成本逐项拆开讲清楚，并介绍了 Ingram 旗下较少人知的 Aerio 平台。对写作者来说，它把"书卖出去之后钱怎么分"这个常被含糊带过的话题讲得极透明，是理解出版经济的实用参考。
可以直接用的写作要点
- 01
讲钱和分成时，用图表加颜色把每个渠道的比例并列展示，比大段文字更能让读者一眼看懂。
- 02
把行业里的隐形规则（零售折扣约 55%、可退货、铺货提前数月）直接写出来，读者会觉得"终于有人说清楚了"。
- 03
即使写自己熟悉的领域，也要挖出一两个读者不知道的新信息（比如某个小众平台），文章才有增量。
- 04
涉及多方协作的项目要倒推时间线：铺货和评审样书的需求可能逼着你提前一年半开始规划和截稿。
HN 评论精选
用图表和颜色拆解收入分成，是让"钱"这类枯燥内容变得清晰可读的关键。
这篇文章很棒。我自助出版多年，大部分内容都知道，但之前没听说过 Aerio。另外，它对各渠道收入分成的拆解是我见过最好的，图表和颜色用得极其清晰，一目了然。（附带问一句：亚马逊上被人复制粘贴的一星恶意差评该怎么处理？）
graeme查看英文原文
This is an excellent article. I’ve self pubbed for years and knew most of this, but I did not know about Aerio. Further, the breakdown of revenue shares across channels is by far the best I’ve ever seen. Extremely clear, excellent use of graphs + colour. Sidenote: does anyone know how to deal with a possibly malicious review on amazon listings? Someone copy pasted the same one star review on each of my books. I contacted Kdp support, they seemed sympathetic. But when amazon emailed back they only looked at one review, not the set of them.
零售折扣、退货、渠道对自助出版的偏见和超长提前期，是传统发行绕不开的结构性成本。
跟传统发行商和零售商打交道还有几个让出版方头疼的问题：零售商会要求五五折左右的进货折扣，并把卖不掉的书退回；很多零售商不接受自助出版或按需印刷的书（不过随着质量提升，后者正在改变）；发行商要求在新书正式上市前好几个月（通常六个月）就拿到评审样书、封面美术和宣传物料，这就逼着编辑和策划至少提前 18 个月启动。Ingram 是美国出版业的隐形巨头，除了 IngramSpark，还有面向传统和独立出版社的批发分销项目，以及很多零售商和图书馆用来下单找书的 iPage 数据库。
ilamont查看英文原文
There are a few other problems working with trad distributors & retailers that drive publishers batty: - Retailers expect to pay a 55% discount off list and return books that don't sell. (https://outskirtspress.com/articles_trade.html) - Many retailer won't work with anything that's self-pubbed or POD, although the latter issue is changing as quality improves. - Distributors want to have review copies, art, promo materials, etc. in hand many months before the official release date (6 is typical) which forces planning and editorial deadlines to start at least 18 months in advance. Ingram is a silent giant in the U.S. book publishing industry. TFA mentioned IngramSpark for self-pubbed authors, but Ingram has other wholesale and distribution programs aimed at traditional and indie publishers as well as the iPage book database, which many retailers and libraries use to place orders and find titles for their customers/patrons. This post outlines their approach to indies: https://www.ingramcontent.com/blog/demystifying-book-distribution-for-small-to-mid-sized-publishers
行业信息不透明是常态，发现一个被忽视的渠道就能改变小出版方的选择空间。
我在一家小型杂志出版社负责运营，深感出版业的水非常深。我们在用 IngramSpark，但完全不知道还有 Ingram Aerio，这打开了很多可能性。
nanna查看英文原文
As someone who leads the operations of a small magazine publisher, I've found the publishing world murky to say the least. We're using Ingram Spark but I had no idea about Ingram Aerio. This opens up so many possibilities.
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