Direct-to-Consumer Print Marketing for Independent Publishers

Independent publishers that sell through retail give up a share of each sale to wholesalers and retailers. Some also sell print books directly to readers.

The Retail Discount

A print book sold through retail channels typically carries a trade discount to the retailer and distributor; on IngramSpark, for example, publishers choose a wholesale discount between 40% and 55% of list price in the United States, and printing costs are deducted from the wholesale price. Selling directly removes that discount, though the publisher then pays for payment processing, fulfillment and shipping.

Direct sales also give the publisher the customer's contact details, which retail platforms do not share. A change in a retailer's ranking system does not affect a publisher's own mailing list.

Presentation and Logistics

Direct sellers can compete on presentation, with special editions, signed copies or custom packaging that retail editions do not offer.

Print-on-demand services, e-commerce platforms such as Shopify and specialist fulfillment companies handle much of the logistics.

Retail channels still reach readers who do not know an author's name, which is a reason to keep them alongside direct sales.

---