Navigating book distribution: How to get your book into readers’ hands

Writing and publishing your book is a massive achievement, but the journey doesn’t end there. The next step is ensuring your book reaches its intended audience, and that’s where distribution comes in. Whether you’re aiming for bookshelves in traditional bookstores or visibility on digital platforms, having a clear understanding of the distribution process can make a big difference in your book’s success. Here’s a guide to help you navigate the world of book distribution.

1. Understanding book distribution channels

Book distribution can be divided into two main channels: physical distribution and digital distribution. Each channel has unique benefits and challenges, and the right choice depends on your target market and goals.

• Physical distribution: This involves getting your book into brick-and-mortar bookstores, libraries, and other physical retailers. It often requires partnering with a distributor who has established relationships with bookstores and wholesalers.
• Digital distribution: Digital distribution involves selling your book as an ebook or audiobook through online platforms like Amazon, Apple Books, Kobo, and Google Play. This channel is ideal for reaching a global audience quickly and efficiently.

2. Partnering with a distributor

If you want your book stocked in physical bookstores or libraries, partnering with a distributor can be crucial. A good distributor handles the logistics of getting your book to retailers, manages orders, and takes care of returns. Some distributors focus on traditional bookstores, while others specialise in online retail.

It’s important to research potential distributors and understand their terms. Look for a distributor with a solid track record in your book’s genre and a good reputation in the industry. Be aware of fees and the percentage of royalties they will take. While partnering with a distributor can mean giving up a portion of your sales, it often increases the likelihood of your book being stocked in more locations.

3. The role of Print on Demand (POD)

Print on Demand (POD) has become an increasingly popular option for self-published authors and small publishers. With POD, books are printed only when an order is placed, eliminating the need for large print runs and warehousing costs. This makes it a cost-effective solution for maintaining stock levels without the risk of unsold inventory.

POD services like IngramSpark or Amazon KDP offer a straightforward way to get your book listed on major online retailers, such as Amazon and Barnes & Noble. This approach allows you to make your book available to a global audience while keeping control of your production costs.

4. Maximising digital distribution

For many authors, digital distribution offers the quickest path to readers, as ebooks can be purchased and downloaded instantly. Here’s how to maximise your digital distribution:

• Utilise major platforms: Focus on getting your book listed on the major online retailers like Amazon Kindle, Apple Books, Google Play Books, and Kobo. These platforms have vast reach and built-in audiences.
• Consider aggregators: Aggregators like Draft2Digital can help you distribute your ebook to multiple platforms with a single upload, saving time and effort.
• Offer different formats: Consider releasing your book in different digital formats, such as ebooks and audiobooks, to cater to varying reader preferences.

Digital distribution can also be combined with marketing strategies like email campaigns and social media promotions to drive traffic to your listings.

5. Getting into bookstores

Getting your book into physical bookstores can be challenging, especially for self-published authors. However, it’s not impossible with the right approach:

• Build relationships with local bookstores: Independent bookstores often support local authors. Visit stores in person, introduce yourself, and leave a copy of your book for review.
• Work with book wholesalers: Companies like Ingram Content Group or Baker & Taylor are well-known book wholesalers. Listing your book with these wholesalers can make it easier for bookstores to order your title.
• Focus on consignment sales: Some bookstores may agree to carry your book on consignment, meaning they pay you only when the book sells. This can be a good way to gain initial visibility in a store.

6. Balancing direct sales and distribution

In addition to traditional distribution channels, you may also want to sell books directly through your website or at events like book launches, conferences, and markets. This approach allows you to retain a larger portion of your sales revenue, but it also means managing inventory and shipping logistics yourself.

Direct sales can be particularly effective if you have a strong online presence or an engaged social media following. It can also be a great way to connect directly with your readers and build a community around your work.

7. Understanding the financials of distribution

It’s important to understand how much each distribution method will cost you and how it affects your royalties. Distributors and retailers typically take a cut of your sales, which can range from 20% to 55%. When pricing your book, factor in these costs to ensure you’re earning a reasonable margin.

For example, a POD service like Amazon KDP takes a percentage of your book’s retail price and charges printing costs. Traditional distributors may offer better rates if you print in bulk, but you’ll need to account for storage and shipping expenses.

Final thoughts

The world of book distribution can seem complex, but by understanding your options and choosing the right channels, you can ensure your book reaches the readers who will appreciate it. Whether you opt for digital distribution, physical bookstore placement, or a mix of both, a strategic approach will help maximise your book’s reach and impact. Remember, the goal is not just to publish but to connect with your audience – and effective distribution is key to making that connection.