Why Most Writers End Up Starving

In The Observer this weekend Robert McCrum wrote a fascinating piece entitled “From Bestseller to Bust: is this the end of an author’s life?”

Partly it is fascinating because nothing much really seems to have changed. To be financially successful as a freelancer you need to be entrepreneurial and most creative people are not. The exceptions, from Dickens to Archer, Rowling to Blyton, are blindingly obvious.

Most writers, like most designers and most musicians, need someone else to take care of business for them. Sometimes that person will be an agent, sometimes a traditional publisher, sometimes a lawyer. It might even be Amazon or a freelance publicist.

Finding the right person and being able to make it worth their while to put in the necessary hours on your behalf, has often been a matter of serendipity. If Rupert Thomson, one of the authors that McCrum cites as falling upon hard times, had had a business partner they would probably have advised him not to hire himself a work space in South London, for instance – rule number one for any freelancer must be to keep the regular outgoings down because you are never going to have regular in-comings.

Yet again, however, we are left at the end of the article not really knowing what figures we are talking about. I wanted to know exactly how much these writers have made each year of their careers. Would it be comparable to the lifetime earnings of a nurse or a doctor? A teaching assistant or a headmistress? These sorts of figures are particularly instructive when you have authors who have been working for a long time, so that blips like occasional large advances or arbitrarily cancelled projects can be ironed out. If we knew those figures we could judge better whether the rewards or the sacrifices of a writer’s life might be deemed worthwhile.   

Exactly How Much Does a Self-Published Book Earn?

Why is everyone so secretive about how much they are truly earning from their books?

I believe it would be helpful for the many thousands of authors venturing into self-publishing if those who have gone before would be a little more open and transparent about how much they are actually earning for their efforts.

Authors are traditionally evasive about their earnings, either out of modesty or embarrassment, so it is almost impossible for a newcomer to get a true idea of what rewards are likely to lie in store.

So, in the hope of encouraging others towards greater transparency, here are some actual figures for my novella, “Secrets of the Italian Gardener”, which went up on Amazon about six months ago as part of their “White Glove Service”, in conjunction with United Agents, one of the biggest and most successful literary agencies in London.

After a month or so the money started to dribble in at about £50 a month, but much of that was from purchases which I had made of POD copies that I could hand out for promotional purposes.

The reviews started to build up, (on Amazon there are now eighteen with five stars, four with four stars, two with three stars and one with one star), on various blogs, writers’ websites and a variety of news sites. That meant that anyone coming across the book could feel pretty confident that they would not be wasting their money, but the problem still remained of how to alert people to book’s existence in the first place – (the all-encompassing problem of “discoverability” which dogs ninety nine per cent of books ever published).

Once they could see the reviews building, Amazon included the book in a promotion which instantly raised it from around 150,000 on Kindle’s charts to being in the top thousand and number one in their “political books” and "political thrillers" categories. Most of the sales were in the UK, but some also came from the US and Germany, (even though it has not yet been translated).

So, the actual money coming from Amazon in February has been just over £850, from which United Agents deduct their well-earned fifteen percent. Since the costs of the cover design and the initial purchase of copies was covered with the earnings from the previous few months, this is now clear profit.

If the book was a plant I would say it is now firmly bedded in and starting to spread its roots. Once the sun warms the ground it should be able to thrive and blossom with time and continued tender care.

Agents Claim E-Book Success

The lead story by Benedicte Page in this week's Bookseller is headlined "Agents Claim E-Book success", and many of the starriest names in agenting have been quoted.

"It's quite lucrative" Andrew Lownie admits. Johnny Geller at Curtis Brown says they are "looking into doing a further range of titles", Ed Victor claims he is "very happy" with the performance of in-house e-books.

With a book just appearing through the White Glove Service, with the help of the good folk of United Agents, I can only feel optimistic.

http://www.amazon.co.uk/Secrets-Italian-Gardener-ebook/dp/B00DC4Y4IA/ref=sr_1_1?ie=UTF8&qid=1371028839&sr=8-1&keywords=secrets+of+the+italian+gardener

Secret “White Glove” deals between Amazon and the Literary Agents.

It is my belief that almost all the innovations that Amazon has brought-to/forced-on the publishing and bookselling industries over the last couple of decades have eventually worked to the advantage of authors and readers.

I am quite sure if I were a publisher or a bookseller I would feel very differently about the rise of Amazon to virtual world dominance, but I’m not. As both an author and a reader I love the many ways in which they have enriched my life.

There have been rumblings recently of “mysterious and secret” deals being done between Amazon and some of the biggest and brightest literary agents. They are calling it their “White Glove” service, and from the point of view of authors whose agents love their books but are unable to persuade traditional publishers to take them on, it’s a brilliant innovation.

Last year I wrote a novel, Secrets of the Italian Gardener, set inside the palace of a dictator about to be overthrown in the Arab Spring. The narrator is a ghostwriter who, while inside the palace writing a book for the dictator, meets a wise, elderly Italian gardener who gradually unravels the story of who really holds the power and wealth in the world. He literally discovers "where the bodies are buried". As the rebels draw closer to breaching the palace walls the ghost is also struggling with his own breaking heart. I have spent much of my ghostwriting career amongst the dictators, politicians, arms dealers and billionaires who hold the reins of power and control the wealth of the world, passing time in their lavish palaces and heavily guarded compounds in the wildest parts of Africa, Asia and the Middle East as well as in tax havens like Monaco, Geneva, Bermuda and the Caribbean.

I sent the manuscript to one of the biggest and best agents in London, who I have known for many years, and he came back brimming with enthusiasm. He wanted no re-writes and he was sure he could get a sale. He told me the book was a "contemporary re-casting of Ecclesiastes” and was about “the vanity associated with the desire for power and possessions and ultimately about the cycle of birth, growth, death and re-birth" - which was a surprise, but by no means an unpleasant one.

Six months later he had to admit that he had failed to convince any publishers to come into business with us on this one. In the old days that would have been the end of the story. Simple self-publishing was now one option, of course, but with Amazon’s “White Glove” service we had another, and to my mind far preferable, alternative.

Highly skilled staff at the agency proceeded to do a totally professional copy-edit and then did all the heavy lifting with getting the book up onto Amazon, ready for print-on-demand as well as electronic publication. It has become a team effort rather than a lone author’s voice in the crowd and should the book start to “gain traction” in the market place the agency is already fully engaged and ready to handle the business side of taking it to the next level.

The book is now available at http://www.amazon.co.uk/Secrets-Italian-Gardener-ebook/dp/B00DC4Y4IA/ref=sr_1_1?ie=UTF8&qid=1371028839&sr=8-1&keywords=secrets+of+the+italian+gardener

So, bravo Amazon for inventing yet another route to market for authors.

An Amazon Superstore in Every High Street - Called Waterstones

On January 30 I blogged about the possibility of "An Amazon Superstore in Every High Street", (I reproduce the text below). I can now see how it will happen, although it looks as if their stores are going to be called Waterstones, at least for a while.

"An Amazon Superstore on Every High Street": (first blogged 30/1/12)

Despite the fact that millions of us love to avail ourselves of its extremely efficient services, Amazon has taken over from the supermarkets as the “hate figure” of the publishing and bookselling world, apparently responsible for the genteel but inevitable decline of the traditional book shop that we all profess to love but not enough of us support.



Maybe Amazon should make themselves more accessible and cuddly by expanding into bricks and mortar themselves. (I know there has been talk of them creating “Argos-style” pick up points for their products, but I am suggesting something with a little more vision).


If they want to become more loved by the public – and if they are sitting on piles of cash which I assume they are or so many people wouldn’t hate them as much as they do - why not open Amazon stores that are as cool and beautiful as the Apple Stores?


There could be authors talking from big screens or available via headphones like in the record shops some of us remember so fondly. There could be live talks going on by anyone from Jonathan Franzen to Dan Brown if the “footfall” was large enough to attract them. There could be coffee houses that Samuel Johnson would have been happy to hang out in, and reading areas where new models of Kindles can be tried out and newspapers read like in the public libraries we all want to save, (and in the more up-market coffee shops of today where book group denizens already meet and chat). There could be editors, designers and printers available to turn e-books into beautifully printed and bound limited editions.


The underlying elephant in the room of publishing and traditional bookselling is that there simply isn’t enough money in the business to make it viable and buzzy enough to attract the crowds, but is that true now that people buy kindles and iPads and download at the press of a button?


We need to re-invigorate the nation’s town centres and high streets and if Amazon are the people with the money should we not be looking to them to fill the empty spaces with imagination and flair? If they are moving into traditional publishing, why shouldn’t they move into traditional bookselling as well – only with some 21st century style?


Many will hate the idea of course because it is potentially brash and vulgar and might even prove popular with the sort of people who do not usually grace the older style of bookshops – but aren’t they exactly the people most authors want to reach? If the concept is fantastically successful then of course that will lead to Amazon being even more all-powerful and rich – but who else in the words business is rich enough to take the chance of the whole thing being an absolute disaster?

The Information Tsunami

An article in today’s Times attempts to create a controversy about some books being pushed into storage at the Bodleian Library, while others are being touched by students who might, (or might not), have fingers covered in burger-grease.


The paper cites the cause of the whole problem as being the £100-million which James Martin has donated to Oxford University. Apparently it is the expansion of his Oxford Martin School which has caused this domino effect amongst the archives.

It appears to be a concocted non-story but it set me thinking as to what is going to happen to the tsunami of information that is now being stored digitally as well as in print form?

We are all happily pouring out billions of e-books and self-published tomes on top of the products of the existing publishing industry, but who is actually going to have time to read all this stuff? Who is going to have time to study and catalogue it? Is it possible we are all going to drown in our own knowledge?

The Bodleian Group already cares for some 11 million items on 117 miles of shelving and Lord alone knows how many books are already resting on Amazon’s virtual shelving.

I don’t know what the solution is going to be, but I am quite sure that no blame should lie with James Martin and his extraordinary generosity in the cause of studying the things that matter for our future, although of course the Oxford Martin School will undoubtedly be contributing its fair share to the future knowledge tsunami - and so the wave continues to grow higher.

What Would George Bernard Shaw be Campaigning for Today?

The Society of Authors has kindly nominated me for its Management Committee. If all goes smoothly and I join the other distinguished committee members I thought it might be useful to have a clearer idea of what it is that we would all like the Society to be doing for authors in these exciting times.

What, I wonder, would George Bernard Shaw, (an early and active member of the Society), be campaigning for if he was around today? What would his views be on e-books and self-publishing, for instance? Would he be championing Amazon for making books so accessible or criticising their monopolistic and capitalistic tendencies? Would he be sympathetic towards struggling high street independents or would he see them as the architects of their own downfall?
If you have any ideas on ways in which the Society should be making itself useful to its members please email me at CroftsA@aol.com.

Below is a short biography which the Society has published in The Author to support my nomination.

Andrew Crofts is a full-time author and ghostwriter. He has published more than 80 titles, a dozen of which have spent many weeks at the top of the Sunday Times best seller charts.
As well as using traditional publishers to reach readers, (including Arrow, Blake, Bloomsbury, Century, Ebury, André Deutsch, Hamish Hamilton, Harper Collins, Headline, Heinemann, Hodder, Hutchinson, Little Brown, Michael Joseph, McGraw Hill, Orion, Pan Macmillan, Penguin, Pocket Books, Sidgwick & Jackson, Sphere and Weidenfeld & Nicolson), he has also experimented with e-books, publishing “The Fabulous Dreams of Maggie de Beer”,(a prequel to his traditionally published “The Overnight Fame of Steffi McBride”), on both Kindle and Smashwords, and has guided a number of international clients successfully through the minefield of independent publishing.

An Amazon Superstore in Every High Street

Despite the fact that millions of us love to avail ourselves of its services, Amazon has taken over from the supermarkets as the “number one hate figure” of the publishing and bookselling worlds, apparently responsible for the genteel but inevitable decline of the traditional book shop that we all profess to love but not enough of us support.

Maybe Amazon should make themselves more cuddly by expanding into bricks and mortar themselves. (I know there has been talk of them creating “Argos-style” pick up points for their products, but I am suggesting something with a little more vision).
If they want to become more loved by the public – and if they are sitting on piles of cash which I assume they are or so many people wouldn’t hate them as much as they do - why not open Amazon stores that are as cool and beautiful as the Apple Stores?

As well as being able to see and handle, sample and sniff the books before ordering them, customers could be immersed in the whole publishing experience. There could be authors talking from big screens or available via headphones like in the record shops some of us remember so fondly. There could be live talks going on by anyone from Jonathan Franzen to Dan Brown if the “footfall” was large enough to attract them. There could be coffee houses that Samuel Johnson would have been happy to hang out in, and reading areas where new models of Kindles can be tried out and newspapers read like in the public libraries we all want to save, (and in the more up-market coffee shops where book group denizens already meet and chat). There could be editors, designers and printers available to turn self-published e-books into beautifully printed and bound limited editions for customers to carry proudly away with them - imagine the christmas gift potential of elegantly published family histories!

The underlying elephant in the room of publishing and traditional bookselling is that there simply isn’t enough money in the business to make it viable and buzzy enough to attract the crowds, but is that true now that people buy kindles and iPads and download at the press of a button?

We need to re-invigorate the nation’s town centres and high streets and if Amazon are the people with the money should we not be looking to them to fill the empty spaces with imagination and flair? If they are moving into traditional publishing, why shouldn’t they move into traditional bookselling as well – only with some 21st century style?

Many will hate the idea of course because it is potentially brash and vulgar and might prove popular with the sort of people who do not usually grace the older style of bookshops – but aren’t they exactly the people most authors want to reach? If the concept is fantastically successful then of course that will lead to Amazon becoming even more all-powerful and rich – but who else in the words business is currently rich enough to take the chance of the whole thing being an absolute disaster?

BBC's "Imagine" Explains the Current State of Publishing Perfectly

With so much confusion and hype all around the publishing and reading world - are printed books dead in the water? Is Amazon going to take over the world? etc - it was good to have the whole business put into a very positive perspective by the BBC on Imagine - (Episode 6. "The Last Chapter").

The way I came to the programme seems to illustrate the subject rather effectively.
1. At a Society of Authors gathering another writer says "did you see Alan Yentob on Imagine last night?"
2. I went straight to Iplayer and found it.
3. I played it on my Ipad while answering emails on my computer.

Anyway, my point is - if you are looking for some erudite illumination on the state of publishing, this is the programme for you. http://www.bbc.co.uk/i/b01871m9/

Green Shoots in Publishing Landscape

Due to visit Uganda for the first time, I wanted to do some background reading. On Amazon I typed in the word “Uganda” and the great machine suggested a number of titles that I had not heard of. I did a little more googling on each title that looked possible and made a selection. I did not have particularly high hopes, which is why it was all the more wonderful to find I had accidentally ordered a masterpiece.

“The Ghosts of Eden” is a novel by Andrew J.H. Sharp. A doctor who obviously knows the country and its people extraordinarily well. It is a beautifully written, life-affirming, thought provoking story and if only it had fallen on Richard and Judy’s doorstep instead of mine Dr. Sharp would by now have a best-seller on his hands.

A little further googling found his website (www.theghostsofeden.com ) and I emailed him a fan letter while still only half way through the book.

His path to publication, it seems, is a classic one. Unable to get any agents interested he read an article about a new young publisher, Picnic Publishing. He sent the book directly to them and they accepted it.

This is the second time I have heard someone speaking highly of Picnic. They recently published “Empires Apart” by Brian Landers, an intriguing study of the historic parallels between the American and Russian empires, which has now been picked up in the US by Penguin. Brian had also been unable to get an agent to take him on and so went directly to Picnic.

I relay this story because it seems encouraging in a number of ways. Firstly it shows that it is possible to stumble upon something new and brilliant on Amazon in much the same way as one might once have hoped to in an old fashioned book shop. Secondly it shows that an enthusiastic reader can make contact with an author almost instantaneously and thirdly it demonstrates that there are young publishing companies out there that are actually reading the manuscripts sent to them and then publishing them for no other reason than they like them and want to share them with the world.

During the course of our emailing, Dr. Sharp heard that he had won the Waverton Good Read Award (http://www.wavertongoodread.org.uk) for best British debut novel of the previous twelve months. Probably not in Richard and Judy’s class when it comes to generating sales, I grant you, but another sign that there are always green shoots to be found if you hunt for long enough in the rubble.

Paranoia on the Amazon Roller coaster

I have discovered a wonderful new game that feeds both my paranoia and my ego as a writer in a dizzying succession of highs and lows – it is called “The Amazon Roller coaster”. My addiction to chart-watching no longer satisfied with the weekly fixes provided by publications like The Bookseller and The Sunday Times, (more or less identical charts with a few minor adjustments by the ST to try to level the playing fields when television heavyweights and the Highway Code come on to play), I can now get fresh highs and lows every few hours by logging on to Amazon and looking up “The Overnight Fame of Steffi McBride” or any number of other titles.

Like all drugs you take your first hit out of curiosity, thinking that you can handle it. You see that your ‘sales rank’ is pleasantly high – let’s say you are at number 1,000. Thinking this is a good omen you go back the next day to see if you have climbed any higher – you have, you are now down to three figures. Now they’ve got you.

The next time you tune in you have plummeted, maybe in the space of just a few hours, to number 150,000. How can this be? You are filled with angst. Has your publisher failed to send them a new order? Has a bad review appeared somewhere and halted sales in their tracks? Or are you simply doomed to a future of abject failure?

You tentatively go back in a few hours later and, miracle of miracles, you are back in three figures. You are high again, thrilled with yourself and the world. Now you are Amazon’s slave. It will now only be a matter of time before you are unable to stop yourself from checking in almost every hour. It will become a new distraction from the job of writing as irresistible as making another cup of coffee (each cup a little stronger than the last, but that’s another story).

To purchase a copy of The Overnight Fame of Steffi McBride for a discounted price of £6.00 (inc p&p) please call John Blake Publishing on 0207 381 0666.