I had the pleasure of reading Robert Toonkel’s book, Chappaqua, in August as part of our Back to School focus.  Just yesterday, I noticed Robert’s book had gone live on Amazon since the review.  I decided to cross post our review to his Amazon page and also noticed the book had a new cover.

I was so impressed by it I decided to email Robert to let him know about the review and to congratulate him on the new cover.  Robert quickly replied to let me know what’s happened to Chappaqua since it was reviewed here at LLBR.  His news immediately put a smile on my face and is a quick reminder of what POD and this blog is all about.  I’d like to share Robert’s email with you now…

Shannon:

I keep meaning to e-mail you to update you and other Lulu Book Review readers on where Chappaqua has gone since you so kindly reviewed it. I’m not sure how you find the time to do your regular job, publicize Stealing Wishes, write, and review all those books. I can barely find the hours to handle the first two of those.

There have been so many times where I’ve just wanted to put Chappaqua away with the publisher rejection letters it received, but as I know you felt with your book, I couldn’t let go of the time and effort I had put into it. So I’ve been self-promoting like crazy, borrowing some ideas from your blog (Thanks!), adding some of my own. I don’t know where Katie Fitzpatrick is going to go from this point, but regardless, I can say that I’ve basically done everything I could for her.

Just some of the things I’ve done – you’ve done a bunch of these – but in that case, I just want to reiterate how helpful they are:

Lulu – Sure, Lulu doesn’t have the reach of Amazon or Barnes & Noble, but it isn’t a dead end either. Chappaqua went from the 30,000th best selling book in September to the top 3,000th in December, placing in the top 100 one week. I’m not going to get rich off the royalties, but people are buying it. And more than a dozen people (more than half of them unknown to me) were kind enough to write reviews.
Cover – You have a brilliant idea with helping to design covers. I paid a college girl $200 to design Chappaqua’s current cover and it says so much more than the quick one I did “just to put a cover on it.” No one has to pay a “professional designer” thousands of dollars to make a cover. But a small investment will go a very, very long way.
Amazon Kindle – I haven’t sold a single copy in the ten days it has been on the site, but having it out there offers potential (and also makes it more legitimate). Telling someone your book is on Amazon is instant recognition.
Facebook – In August, I gave Chappaqua a Facebook page – which has gathered more than 100 fans and 2,000 views. A great way to keep people in the loop about the latest developments, and also to publicize events and happenings.
A “Trailer” – Not as hard as it seems. Download Google’s “Picasa 3,” arrange a series of photos with text, put it to music and put it up on the web. It can be done in under two hours, even by someone as design-impaired as me. It’s on the Facebook page. Several hundred people have viewed it.
A “Baby Book” – Photos of Chappaqua’s development from the original idea to the current edition. Posted as an album on Facebook. People love to see the nuts and bolts behind the finished product, and understand that a book, like Rome, wasn’t built in a day.
A Website – I bought a domain for less than $10 a year, use a simple web-building tool, and gave Chappaqua a website (www.chappaquanovel.com). Everything you need to know about the book, with a sample, pictures, reviews (including a link back to you), and thanks to PayPal, an easy way for people to order the book directly. I set it all up in less than a day. More legitimacy.
Publicity – I’ve used a printing company for Valentine’s Day and Christmas cards in the past, so I turned to them to make postcards, bookmarks and small (11×17) posters for Chappaqua. They turned out to be very valuable for…
Local Bookstores – I went to the local bookstore in Chappaqua and offered them a chance to be the only storefront to carry the book. I told them I would put their name on the postcards and bookmarks. They grudgingly agreed to take 5 copies on consignment for 60 days. Those sold in 59 days. They asked for 5 more. Those sold in 6 days. They asked for 13 more. Those sold out in a weekend. They have the postcards and bookmarks at the checkout counter and people become interested. Recently, they expanded the “few books on a shelf” into a complete display. (A side note: I had offered the book to a second local bookstore and was told that they did not accept POD books under any circumstances. Three months later, they called me to ask for a dozen books because people kept coming in and asking for it to the point that they had created a waiting list).
Libraries – My local library scheduled a book talk about Chappaqua for 19 December. Unfortunately, New York was hit with a massive snowstorm that day, so it was postponed until 19 March. According to the program director at the library, a few members of the media had called to make arrangements. The library is another place where I left postcards and bookmarks.
“A Press Kit” – Bio, press release and one-pager on the book. As a communications person by trade, I can vouch for the importance of this.
A Unique Angle – It goes without saying that you have to explain what makes your book different/special than anything out there. I’ve come up with a unique way of talking about Chappaqua to people who don’t read books or who lie well beyond my target audience. When my fourth grade teacher invited me to speak to her class, I brought up some of the facts from this section of the Chappaqua page (http://mysite.verizon.net/res11mw5h/id71.html) to their attention. They might not be interested in the subject, but they’re always amazed that I know how many times I used certain words, which leads to creative exercises like trying to write a paragraph without using “the” or avoiding words that begin with “s.” Then they go home and tell their parents about this interesting lesson they had. It also gives adults an interesting fact to remember. In the long run it might be worthless, but I think it’s fun.

That’s where Chappaqua stands as of now. Who knows what will happen in 2009?

Thanks again for your e-mail, your review and all your efforts to promote books such as Chappaqua. I hope 2009 brings you all kinds of good things for Stealing Wishes and for the new novel that you’ve been mentioning from time to time.

Rob

When I read the part about what happened in the bookstores, a smile came across my face!  It just goes to show what word of mouth can do for your book right in your own community.  Congratulations to Rob on his success!

Visit Chappaqua on the web!

Become a fan of Chappaqua on Facebook!

But Lulu has always been a very different star shining down on the great big world of POD by not charging its users any up front fee for producing a product. Lulu basically takes the manufacturing cost and gives the author the opportunity to make money by marking up the product at their leisure. For instance, at present, Lulu’s cost calculator shows the production cost of a 6×9 perfect bound 150 page black and white print trade paperback as being $7.53. If I was the author of such book, I’d probably mark it up at least 5 dollars. That makes the retail price of this book $12.53. That’s not too bad for a trade paperback.  Having no control over pricing when I published with Xlibris in 2003, the retail price of my 176 page book was $19.99 for a paperback.  My cut of a sale was 10%.  End of story.

However, Lulu could easily tack on another 3 or 4 bucks onto this business model, ultimately increasing their cost to counter the fees Amazon will probably bestow upon them. Heck, if Amazon’s fees are going to be as high as most blogs are saying they are, Lulu could double their manufacturing costs to cover their expense. But this would quickly throw them into the expensive pricing realm that authors all too often experience with other POD publishers. Would it even make a difference by now?  Who knows? Only time will tell. But consider this….will this increase only affect authors who purchase an ISBN to get their book listed on Amazon, B&N.com, etc?  If so, that would probably require Lulu to build an additional set of services (and pricing) only for those who plan to get their book listed on Amazon.  For the author who plans to just use Lulu for set-up, binding and printing, but not purchase an ISBN, should an increased pricing structure apply?  Chances are it will across the board just so Lulu doesn’t have to come up with a separate business model for ISBN purchasers.

At this point, I highly agree with Angela Hoy’s advice she gives to BookLocker authors.  I quote:

1. Remove all Amazon.com links from your marketing materials – website, ezine, blog, email signature, press releases, articles — everything.

2. Change those links to your book’s page on BarnesandNoble.com. To obtain that link, search for your book’s title at http://www.bn.com. All Booklocker.com print books are on their website.

3. Don’t forget to contact Amazon to tell them what you’re doing in response to their horrible actions!

Angela has done a magnificent job at Writer’s Weekly of covering this issue. Catch up with her blog here.

As Angela states, the success of a POD book is really left up to the author.  It’s all about self promotion and marketing.  Your readers will more than likely buy the book from wherever you tell them to.  You DON’T have to send them to Amazon.  Almost all POD publishers, Lulu included, support their own online bookstore.  Lulu even prints a link to your book on their marketing materials.  They have free BUY links available to you as well which you build onto your websites and blogs. And if your book has an ISBN, then B&N lists your book as well.

Book Reviews: Check back this weekend for this month’s first review:  OH Brother by Paul Ciccone, Jr.

Amazon claims it can print and bind a book on site in its facility in about 2 hours (yeah, I’m sure that’s quality), allowing it to be married with multiple purchases made at the same time by a single customer and they can all ship together at once.  This will help to save shipping costs and fuel.  I wonder if this savings will be passed on to the customer?  It’s true.  Amazon does already offer free shipping on orders over $25.00, but that doesn’t mean they ship your items the same day.  It also doesn’t mean they use a preferred method like UPS or Fedex.  I seem to recall a multi-item purchase I made once that took 7 days before they shipped it, and they shipped it in two boxes days apart from one another using the postal service although all the items shipped from their Kentucky warehouse.  14 days later I got one box, and the other arrived a few days afterward.  I would have received the items in 3 days had I just paid the shipping.  Amazon might have saved here, but I certainly didn’t.

I wonder if this means they actually have Booksurge printing facilities in every single warehouse?  How much money will they spend on programming to make sure your POD book purchase actually prints in the same warehouse where your other items are in stock to ship?  Will they pass on that fuel and shipping cost savings to the POD publishers, or charge them an ungodly fee for file uploads, storage, and PRINTING!?  If the publishers get hit, you can bet that will then increase the fees bestowed upon the author, and probably the pricing of the actual books as well.

True, Amazon claims you can continue to print your books as you like and just ship them about 5 to keep on hand to fulfill orders.  Hmm..an excellent way to slap POD publishers with a storage fee, inventory upkeep fee, receiving fee, etc.  So, Amazon saves on shipping and fuel, and makes money by charging POD publishers like crazy for their service!  It will be interesting to see if Booksurge soon becomes the preferred method chosen by POD authors and/or who will be the first POD publisher to go belly up (if any).

For now, Amazon is no longer my preferred method for shopping!

Based on their press release, it sounds like PublishAmerica is backing down. They plan to work closer with other distributors and with B&N to combat the issue. Remember a few weeks ago when Starbucks closed for three hours to retrain employees, and all the other indie coffee shops jumped at the chance to gain that business? Let’s hope that B&N comes up with a plan and is ready to step up to the plate!

Although not much has been released as of yet, I’m sure other POD Publishers will be approached by Amazon soon. Who knows what this means for Lulu, but keep your eye on this Lulu forum to find out. Based on a quote, it seems that Bob Young has already been approached. Here’s the quote from the forum…

Publishers will “have to abide by Amazon’s pricing,” said Bob Young, CEO of Lulu Inc, a print-on-demand publisher based in Raleigh, N.C. Mr. Young said he believed BookSurge’s prices to be “slightly higher” than other printers. An Amazon spokesman declined to comment on that issue. “A significant number of our authors do request for their books to be available on Amazon,” said Mr. Young, who hasn’t yet decided whether he will agree to Amazon’s terms.

For someone like me, who uses Amazon almost everyday as a informational book source for work, and is also a POD author with a book on Amazon, this news really saddens me. It reminds me of a move another billion dollar company made a few years ago. It was all the rage on the internet and made lots of money while making lots of shoppers happy. Then, it started raising it’s pricing and making lots of rules, tightening the grasp it already had on the www market share. Perhaps you’ve heard of it? It’s called Ebay.

It’s sad that a POD author’s most valuable online marketing tool, someone we probably thought was a friend to our industry, would choose to do this. So what do we do now? Check out Angela Hoy’s article on the subject if you’d like Amazon’s contact information to send a letter and voice your own concern to them. Good luck though! Amazon’s quite known for not really listening to its consumers. Who knows? Maybe Amazon will become a fad and another site will take over as the ever-growing internet continues to change. I’ve already tried to use B&N and Abebooks a bit more these days for purchases. And I suggest you do the same!

And hey, while you are looking for an outlet to support, try your local bookstore. You know… That building on the corner with bookshelves filled with books. There’s a person standing in it to help. You take the book off the shelf and walk up to a cash register. You reach in your wallet or purse for cash, a credit card, or a check book. That’s right! You have to GO to the bookstore. The postman doesn’t bring the book to you. While you are there, if you are a POD author, take a copy of your book with you and put it in the hands of the manager or community relations manager. Don’t be pushy! As a matter of fact, thank them for being there. Tell them your book is a thank you gift even and that you’d appreciate their support in return. I’ve always thought Amazon might end up bringing about the demise of the brick-and-mortar bookstore, but let’s NOT let it monopolize the POD industry too.