History of writing and publication
Writing, a wonderful invention, is often heralded as the attribute that sets humans apart from other life. The history of writing is muddied, though. I was taught that the Sumerians were the inventors, but Sumerian cuneiform evolved between 3400 and 3100 BC. Specifically, many theories depended on a literal account of the Book of Genesis, emphasizing Mesopotamia. Turns out four independent inventions of writing are most commonly recognized today—in Mesopotamia (c. 3400–3100 BC), Egypt (c. 3250 BC), China (before c. 1250 BC), and Mesoamerica (before c. 1 AD).1
Recording and transmitting information, a fundamental aspect of human communication, is not only important but also a source of great joy. It’s a testament to our ingenuity and our deep-seated desire to share knowledge, inspiring a sense of connection.
When you take information and make it available to the public for sale or gratis, you join the publish industry that started long ago.
“Publishing is a process by which human communication is made public. The intention in the first human messages transmitted by the first public speech, the first musical performance, and even the first marks scratched onto a cave wall or rock face are all integral to a history that leads through time right up to the door of contemporary publishing. Publishing has been present in every personal, political, and social expression of ideas, creative instinct, impression, emotion, thought, memory, and information exchange deliberately made public in any cultural context since humans first began to record existence.” Guthrie, Richard A. Publishing: Principles and practice. London: SAGE, 2011.
Egyptians were writing as far back as around 3000 BC. However, the earliest player was China in the Chang Dynasty, 618-907 AD. They developed a printing process of complete pages stamped out using carved wood. From there, the next big jump was in 1400 AD with Gutenberg’s printing press, which combined molded movable metal type, a press, and printer’s ink. From that, the dissemination of information exploded. Now, more and more individuals can participate in this great well of knowledge.
State of publishing today
Today, Earth is home to many publishing enterprises, all eager to help writers bring their ideas to life. Once a distant dream, the publishing process is now within reach for many, empowering you with endless opportunities. If you have a project in mind, the answers are closer than you think.
You probably have heard of traditional publishers, those giants up on the hill—the arbiters of who gets in and who doesn’t—the Big 5. Penguin Random House, Hachette Livre, HarperCollins, Macmillan Publishers, and Simon & Schuster.
They are only for a select few authors, it is said, that get chosen. There are exceptions because how do you get the authors to take up the mantle as time passes? You may also have heard there is a new breed, a very bold breed, that is doing this publishing game by itself and has challenged the ‘big guys.’ These new publishers, often called independent or self-publishers, have leveraged digital platforms and innovative marketing strategies to reach readers directly. But what is the real story? Is it a lottery chance for the rest of us?
Traditional Publishing
I will start with traditional publishers. Why do people choose this route? High on the list is no cost and a possible advance payment. You are accepted, and the firm will take care of the rest. Second is the reputation of traditional publishing, which has credibility in the marketplace. You also need to appreciate the industry knowledge, staff experience, and finally, the validation—YOU ARE A WRITER!
However, aren’t there Cons to going with a traditional publisher? Yes, the infamous loss of rights, which means the author may have limited control over their work, the long delays from submission to acceptance to publishing the manuscript, and the unfortunate disagreements between author and publisher when the publisher has the deciding vote (unless, of course, you want out entirely, and even then, maybe the company ends up doing what it wants).
Unfortunately, the number of traditional publishers has shrunk dramatically. Over the past 30 years, 40% of publishing jobs have disappeared, and the firms themselves have merged or gone out of business, so the industry has shrunk. These losses, including job cuts and business closures, have occurred for many reasons, some of which are hard to pin down with the different accounting methods in the whole industry. The firms tried to be more efficient, and the outside world has come to compete with the once locked-in market of traditional publishing. The labor cost has risen, and the price and ability of industry tools keep increasing. However, this changing landscape also presents opportunities for growth and innovation.
Indeed, I have heard the lament that reading was dead like the Northern Spotted Owls in the Pacific Northwest. But just as those little owls found a new home in freeway billboards and office buildings, readers have also found reading in the most unexpected places- the cell phone and the internet. This interest was initially considered a distraction, but it turns out that readership is as strong as ever in news, blogs, magazines, and books. This resilience is a testament to the enduring power of literature, leaving us reassured and optimistic about the future of publishing.
This is the reason for many of the changes today; all of a sudden, a good majority of humanity is participating in the world and decision-making. OH NO, WHAT WILL WE DO? Embrace it!! The world of Star Trek is sneaking in, and the elite population that, until lately, ruled the world is being joined and perhaps crowded out somewhat by the ‘masses.’ It’s so scifi.
So, if there are readers, why are the publishing houses going out of business? First, it is because now more people can find their own way. The internet allows things to be written with little cost. Websites start out at a free level. You can contribute to one or make a website of your own. It takes some work to figure it out, but it is not out of reach. Secondly, the costs of traditional publishers have skyrocketed.
Self-Publishing
What about the alternative of Self-Publishing? The self-publishing companies offer faster publication, higher earning potential, control of your manuscript, and a longer shelf life because it is the author’s decision.
All that sounds great, but of course, there are Cons. You pay upfront, you don’t get that much support, the industry still looks down on the whole idea (and that includes getting into marketing catalogs), there are no guarantees, and the author has to supply the storage room.
Myths of Traditional Publishing
You might be familiar with the traditional pros and cons of publishing, but the industry has rapidly evolved. Today’s realities may surprise you. Let’s debunk some myths that deter people from traditional publishing. The belief that getting a literary agent is impossible, a large following is a must, only established authors get paid, and your work will be stolen are all common misconceptions. But let’s take a step back and explore what’s really happening in the industry today.
Realities, the 4 Ps
So, what will a traditional publisher actually do? According to Forbes Magazine, “Marketing encompasses every part of a plan to turn a prospective consumer into a happy and satisfied customer. It includes everything from market research to advertising.”6 The industry runs on the four Ps- Product, Price, Place, and Promotion.
Product, where the publisher ensures the submission has quality writing and presentation. It is a collaborative effort. The author plays a pivotal role in presenting a good piece of writing, with their grammar being excellent and their overall piece being intriguing and well thought out. Publishers do final editing and provide cover art, but the author’s contribution is equally significant.
Price which is decided on using market knowledge and experience.
Place deals with the publisher deciding where a book will be sold and arrange to get it there. This is called distribution. It’s a massive part of marketing…and it’s often misunderstood or under-valued by authors. The books offered in the traditional houses are put into catalogs where the retailers shop. Many authors mistakenly assume that this wide availability results from publishers “promoting” the book to the public. The misconception is that customer demand drives retailers like Barnes &Noble to put a book on the shelf. But it’s actually the other way around. Being stocked in so many places is what (hopefully) leads to customer demand. ”So, it’s really about the places traditional publishers sell (and their established relationships)…not the promotion they do.”7
Finally, Promotion. Here are some things traditional publishers do to promote the average author’s books: submit to industry awards and trade magazines that provide editorial reviews, have sales reps and teams promote certain books to distributors and retailers, post about the release of the author’s book on their social media accounts, and share it with their email lists (and might share the graphics used with the author).
They may also provide you with a marketing or publicity team to help you plan promotional events. But the key word is “help.” The author is requited to do most direct-to-customer promotion.
Cons of Traditonal Publishing
A traditional publisher will take over your book and submit it to what the company considers best, which includes sales analysis, reviews, and pitch meetings. “A big problem is that most publishers don’t tell you about their efforts.”9 On top of all this, publishers are obsessed with author platforms and expect you to advertise your own book.
In reality, traditional publishing is significantly reduced and can take a large portion of the profit from you. The rights to your piece can stay with the publishing house and stay in a storeroom. You would not be able to write anymore in that line. The company can enforce its will on how the piece is arranged, what can be cut, and what can be changed. The cover art is their choice. The author has little control over handling the manuscript (the company may only take only the title after the manuscript is purchased). It can be a scary and depressing journey. In the publisher’s opinion, the main concern is how well it will sell. If you don’t edit your manuscript mercilessly, which is very difficult to do on your own work, the traditional publisher might not even take you.
All in all- don’t assume your publishers do nothing to market your book. But do be proactive in your communication with your publisher. You must ask questions about what is going on.
Realities of Self-Publishing
Traditional publishers can bring a lot of work and knowledge to your book, but what about Self-Publishing? What do they bring?
Self-Publishers can accept a book that large publishers miss and find a new sensation. They can be quicker at responding to your submission. They like new authors and are willing to take a chance. They can include you in much of the process. Finally, the big tamale- you keep all the proceeds of your book.
The Cons of Self-Publishing
Self-publishing companies have a small staff; the illustrators often work for free, and you may be asked to be part of the proofing phase. The reputation that comes from traditional publishing is much less in Self-Publishing companies, and next to no marketing is offered. Taking it all together, self-publishing companies are often only as good as the owner.
Self-publishing companies could make errors that are not found in traditional publishing companies. They can expect you to see what would turn out to be major mistakes. They could charge you a lot of money, and you would end up with a poor product, especially if you have no experience. It’s all up to you.
The excting alterternative
Of course, there is a third alternative. Go into it on your own. Pay for the publishing and hire individuals or firms to do the parts that traditional publishers do or used to do: editing, illustration, printing, marketing, and promotion. To be sure, this is a heavy task and something that authors wouldn’t try until recently.
I have used a firm called The Editorial Department, which can guide, edit, promo copy, format, publish, and advertise. In addition, I have also used a firm called Adam D Creative that can help you with your company, website building, and total brand building. Much more than I have used, but they were there to offer support in using a WordPress website (the most powerful on the market). I also purchased a graphic from Shutterstock, and my rep at Adam D added some objects to make cover art for my current book. In truth, I want lots of illustrations, but that is a whole other world that is quite difficult to navigate for a small user like me. Adam D has been sold now, Adam has retired, and my rep has gone on to do other things. Life goes on, and I now have another journey: finding someone I can consult with when needed.
The astounding news is that many have. Pure self-publishing is still looked down upon by traditional and self-publishing companies. However, many of these companies watch, and if the book sells well, they try to scoop it up as is, so this can work well sometimes. The success in self-publishing should give aspiring authors hope and optimism about their potential in the industry. The Editorial Department boasts that “It’s a little-known secret that a good number of self-published authors are making six figures a year. An even lesser-known secret is that some of them are making six figures a month. Such things are generally not talked about in an industry dominated -in the public eye, at least-by traditional publishers.”9
Unfortunately, it is a war. I have met people on both sides, and they are adamant their side is the ‘right’ side. At my local convention, I found some comic examples of that fight. Much of it boils down to this: Traditional Publishing is the gatekeeper (it can’t let poor literature out into the wild), and Traditional Publishing just takes all and gives you little. I want to know why you can’t explore both.
This time in our lives is tremendous. Much knowledge is out there. The grammar and layout of a novel shouldn’t be a mystery. Of course, you have to know what crap advice is. Hopefully, your education prepares you for that. Then, you can read through articles, magazines, books, and videos that can teach you how to put a book together and how to attract the right publishers or how to do it yourself.
An author can find it difficult or perhaps close to impossible to participate as a single entity in the marketing that traditional publishers do. You may have to skip getting into the catalogues or on the shelves of Barnes & Noble, but the world is in flux now. People are willing to read so much more than what is offered through the publishing empire. I say this because of the evidence of the rapid demise of the industry and the growth of self published books that even earn awards and movies (like The Martian for instance).
Many of these issues are similar in other industries today. In an attempt to save money and be ‘safe,’ old ideas, such as sequels and reboots, are recycled endlessly, and the public is getting bored. The entertainment industry (or Hollywood) is struggling, but quality stories, those that are original and thought-provoking, are still the key, even though they flail around and blame everything but their own participation. I believe this problem is in the fiction book publishing, the music industry, and probably many others, or at least it exists in the gatekeeper’s minds.
What’s intriguing is that all the information is readily available, but you have to sift through it. As I near the end of my novel, I face a new set of challenges. How long should the chapters be? Have I overlooked some character or storyline development? Do I need to add more? And then, there’s the daunting task of publication, marketing, and distribution. The publishing world has a firm grip on specific paths. Is it too ambitious to try and compete with that? It’s a lot to take in, but it’s a journey that genuinely fascinates me. I hope you find my experiences at least enjoyable to read about.
©JM Strasser February 2025 All Rights Reserved
Sources
1. https://en.wikipedia.org/wiki/History_of_writing
2. https://selfpublishing.com/traditional-publishing/
3. https://www.writersdigest.com/getting-published/17-pros-and-cons-of-traditional-publishing-vs-self-publishing
5. https://www.alyssamatesic.com/free-writing-resources/traditional-publishing-myths
6. https://www.forbes.com/advisor/business/what-is-marketing/#marketing_definition_section
7. https://www.athomeauthor.com/post/do-traditional-publishers-really-take-care-of-marketing
8. https://www.heroicpublicspeaking.com/articles/how-much-marketing-will-traditional-publishers-really-do
9. https://www.editorialdepartment.com/?s=Illustratorshttps://www.reddit.com/r/publishing/comments/yss179/how_much_do_traditional_publishers_investing_in/w
Images
2. https://ufaqs.com/wp-content/uploads/2024/02/ancient_egypt_s_hieroglyphic_writing.jpg
5. https://thumbs.dreamstime.com/z/writer-man-pen-paper-vector-illustration-50234462.jpg
6. https://pulptastic.com/wp-content/uploads/2015/05/55472c265ec03.jpg