In the world of publishing, authors have long faced a decision: pursue traditional publishing for its reach and resources or self-publish to retain creative control and profits. But what if there was another way—one that combined the advantages of both approaches? A “third way” is emerging, one that gives authors professional quality and distribution support while allowing them to keep creative control, rights, and a bigger share of profits. It’s called professional publishing, and it could be the future for many authors.
What is Professional Publishing?
Professional publishing merges the perks of traditional and self-publishing. Authors who choose this route hold onto the ownership, creative freedom, and profits characteristic of self-publishing while benefiting from expert book production and broader distribution, similar to traditional publishing. Professional publishing also allows authors access to bestseller lists, the option for wide distribution, and a higher level of visibility.
The primary drawback? The cost. Professional publishing is an investment, often requiring a substantial upfront payment. Still, for many authors, the balance of control, profit potential, and support can be well worth it. Let’s explore how it works and see examples of authors who have succeeded through professional publishing.
The Pros and Cons of Professional Publishing
Advantages of Professional Publishing
- Maximized Profits: Like self-publishing, professional publishing allows authors to keep the majority of their earnings.
- Creative Control: Authors make all key decisions about content, cover design, and book layout.
- Marketing Freedom: Authors can create marketing strategies tailored to their audience, unhindered by traditional publishing constraints.
- Speed: Professional publishing gets books to market faster than traditional publishing timelines.
- Full Ownership: Authors retain all rights, giving them flexibility in future licensing and adaptations.
- Access to Bestseller Lists: Although achieving a bestseller status may require more effort than it does for traditional publishers, it’s possible. Companies like Scribe Media have helped authors reach major lists like the New York Times, Wall Street Journal, and USA Today.
- Broader Distribution: Authors have a chance for bookstore placement and wide distribution, although this may vary depending on the publishing company and the book itself.
Disadvantages of Professional Publishing
- Higher Costs: Professional publishing isn’t cheap. Costs can range from $10,000 to over $150,000 depending on the level of service and customization.
- Upfront Investment: Authors usually need to cover expenses before their book generates any revenue.
- Few Trusted Companies: There are few reliable companies in this space. Authors should be cautious and choose established firms to avoid scams and ensure quality.
- Difficulty of DIY: While it’s possible to self-manage professional publishing, it’s complex and time-consuming. For many authors, a company that offers guidance and support is invaluable.
Professional Publishing in Action: Two Approaches
There are two main routes to professional publishing: building your own publishing infrastructure or partnering with a specialized publishing company. Let’s look at examples of authors who have succeeded with each approach.
Approach #1: Build Your Own Publishing Company
Creating a high-quality, professionally published book on your own is possible but challenging. Authors who pursue this path often build a small publishing “team” to ensure top-tier production, marketing, and distribution. Here are two authors who went this route and the results they achieved.
Case Study: The Aviary Cocktail Book by Nick Kokonas and Grant Achatz
Nick Kokonas and Grant Achatz, restaurateurs behind the renowned Alinea, wanted to publish a book that did justice to their creative vision. When traditional publishers failed to offer terms they found acceptable, they took matters into their own hands and launched a publishing company. They oversaw every aspect of the process—from design and paper choice to distribution and marketing—creating a visually stunning book that aligned with their brand.
The result? A self-published, professionally produced book that sold around 90,000 copies, generating an impressive $10 million in sales. Their success didn’t come easily; the process was painstakingly detailed in a series of blog posts that serve as a guide for other DIY-minded authors.
Case Study: The Great Mental Models by Shane Parrish
Shane Parrish of Farnam Street blog set out to create a series of books that were as visually compelling as they were intellectually rigorous. Instead of a traditional publishing deal, which he felt would compromise quality, he took the DIY route. Shane carefully selected designers, sourced top-quality paper, and tackled logistical challenges, from printing to distribution.
Despite the hurdles, the effort paid off. His series sold about 50,000 copies and generated $120,000 in royalties. By opting for professional publishing and carefully managing costs, Shane created a book series with a distinct and lasting appeal.
Approach #2: Partner with a Professional Publishing Company
For authors who don’t want to navigate the complexities of professional publishing alone, partnering with an established company can make a world of difference. Trusted professional publishers provide expert guidance, handle the details, and ensure high-quality outcomes. Here are examples of authors who succeeded through this approach.
Case Study: The Coaching Habit by Michael Bungay Stanier
Michael Bungay Stanier, a well-known executive coach, chose professional publishing after a frustrating experience with a traditional publisher. He wanted full creative control and the best resources to produce a high-quality book, but without the creative limitations he’d previously encountered. Michael partnered with Page Two Books, who helped him navigate every step of the publishing process.
Michael retained control over the marketing and even adapted the book’s call-to-action over time. The Coaching Habit became a bestseller, and Michael credits his success to professional publishing’s unique blend of freedom and support.
Choosing the Right Professional Publisher
If you’re considering professional publishing, it’s crucial to select a reputable company. Look for firms with a proven track record, published books that meet high standards, and clients who are willing to share their experiences. Professional publishers like Scribe Media and Page Two Books have established themselves as leaders in this space, offering authors the chance to create world-class books with the support they need.
Professional publishing may not be the best fit for every author, but for those seeking the benefits of traditional publishing without sacrificing control, it offers an exciting middle ground. As this model gains traction, it could become a leading choice for authors ready to invest in a book that stands out—one they can proudly call their own.
By embracing professional publishing, authors are no longer limited to the traditional versus self-publishing debate. They can now have the best of both worlds, creating books that not only reach audiences but also align with their vision and goals.
