Thomas Nelson creates self-publishing division
By Wendy Lee
The Tennessean
Nov. 3, 2009
Christian publisher Thomas Nelson has started a new division to tap into what it sees as growing demand from authors who want to self-publish.
The division, called WestBow Press, will offer editing help, marketing and distribution services to authors who may not have the track record to attract a book contract from a big publishing house right off the bat. Thomas Nelson said its twin goals are to boost revenues and search for up-and-coming writers to add to its roster.
"We wanted to find a way to get an earlier view of those products so that we would have a chance to bring them to Thomas Nelson sooner and have an advantage in the marketplace," said Pete Nikolai, director of backlist development and publishing process.
WestBow Press is a partnership between Thomas Nelson and a self-publishing company, Author Solutions Inc. It will specialize in books with a focus on inspirational themes and family values. Author Solutions manages the brand, and Thomas Nelson receives a portion of revenues generated by the service.
So far, 21 people have signed up, Nikolai said. WestBow's basic packages offer editing and cover design help and putting books on a retail distribution list to Web sites such as Amazon.com and others.
Self-published authors hoping to make a splash would probably need to pay at least $2,800, Nikolai said. In some cases, authors whose books perform well eventually could be offered a traditional book contract, officials said.
Appetite is growing
"I think it's a good opportunity," said retired Murfreesboro pastor William D. Gainey, who said God encouraged him to sign up with WestBow Press. Gainey paid about $2,300 to publish his book, Doorways to Greater Faith. Gainey, 77, said his goal is to spread the gospel.
Industry analysts say there's a growing appetite to self-publish in an era when major publishers have been producing fewer book titles each year.
Kevin Weiss, CEO and president of Author Solutions, estimates that firm will produce up to 25,000 individual titles this year across its various brands, up from 21,000 a year ago. Unlike a traditional publisher, Author Solutions doesn't buy the rights to someone's book. Rather, authors pay the company to make their books available in stores.
"That's the reason why we're able to do the things we do and are still capable of making money," Weiss said. "We don't make the big investment upfront."
Thomas Nelson said initial revenues from WestBow are likely to represent less than 5 percent of its business.
Nelson will review sales data to determine if it wants to offer traditional publishing contracts to WestBow's self-published authors, Nikolai said, although authors could still shop their book around to other companies at that point, too.
Albert Greco, a marketing professor at Fordham University, said an emphasis on self-publishing packages can help small and midsize publishers compete without adding staff.
LifeWay also does it
LifeWay launched its own self-publishing division called CrossBooks Publishing in May, seeking Christian book authors with everything from Bible commentaries to children's fiction. The division, which prints on-demand, has worked with more than 100 authors.
"The book publishing business is going through a challenging period in which creative new relationships between authors and publishers are gaining favor," said Thom S. Rainer, LifeWay's president and CEO.
Other niche publishers such as FaithWords and Howard Books said they aren't interested in launching self-publishing services of their own. Rolf Zettersten, publisher of FaithWords, said that his goal is to create national best-sellers and that offering self-publishing services would "blur our focus."
Few self-published authors end up hitting the big time.
Author Greg Schroeder self-published his book, Discover Your Incredible Life — Just Like Mine: Celebrate Your Abundance using Outskirts Press, a self-publishing house based in Colorado, in August. He has sold about 200 copies and hasn't quit his day job at a company in Hendersonville.
"My warning to anyone considering a self-publisher (is): Remember they are in the business to make money," Schroeder said.