Sunday, June 21, 2009

RWA and Digital Publishing: It’s Time for New Think

Written by kassia

I’ve been in RWA so long, I remember the first ePub war. Ah, memories. So few of them are pleasant. I have seen the good, the bad, the ugly, and the really stupid (oh, author who proclaimed that going epub meant you wouldn’t be edited, I still cringe when I think of you and wonder how your career is doing!). Digital publishing is the Old Faithful of the Romance Writers of America, and as long as both sides come from different perspectives, this war will continue, unresolved. Personally, I think it’s time for a new approach.

First, let’s consider the two perspectives.

• Traditional Publishing: The first is based on a traditional publishing model. In this world, authors are paid advances against royalties (generally in one or more tranches, based on contractual thresholds). Royalties, rarely exceeding (and sometimes far lower than) 15%, are paid to the author. Historically, these amounts are paid on a semi-annual basis, 60 – 90 days after the close of the period. The publisher will deduct certain sums before determining payment. These deductions include bad debt, reserves for returns, actual returns. There may also be provisions for reducing royalties based on deep discounts or other factors.
• Digital Publishing: In this second model, which is also employed by some small press in the traditional world (such asVanguard Press, part of the Perseus group), no advance is paid. Royalties, at 35% or more, are generally higher than those paid by traditional publishers. These sums are generally contractually required to be paid on a quarterly basis, within 30 – 60 days, but, particularly in the romance digital publishing world, are traditionally paid monthly. In the pure digital model, amounts for returns and bad debt are not generally withheld.
• Both: Provide editorial, distribution, and marketing services for authors.

Two different business models. Both have strengths, weaknesses, good actors, and bad actors.

The current digital publishing battle in the RWA is, in some ways, predicated on the differences between these two models. The issue, in a nutshell, came about because there is no programming related to digital publishing on the official Annual Conference schedule (there is a planned Rogue Digital Seminar, to be held Thursday, July 16 at 10 a.m., details to come.). A workshop proposed by a leading expert in the digital publishing market — not just the digital publishing model, but the greater market as well — was rejected due to fact that she works for a publisher who doesn’t meet certain publisher standards created by the RWA (another proposal was rejected for different reasons).

Because of the breadth of issues related to the development of new markets and revenue streams in publishing, this lack of programming negatively impacts 100% of the RWA membership.

Authors, the constituency served by the RWA, make career choices based on many factors. Money (of course), career goals, belief in the story. There is no wrong way to publish; even the so-called vanity publishers serve a purpose. It is not the job of the business entity to change its model, but it is the job of the Romance Writers of America to fulfill its mission by educating authors about the various options, including strengths and weaknesses, when it comes to publishing.

As long as authors have their eyes wide open when they make decisions, they will make choices that work for their careers. Every author must be educated about options and the pluses and minuses of various business models, and then allowed to choose the path that is right for her career, at that moment.

When it comes to being the “career-focused” author cited by Diane Pershing , it is first necessary to define the term. Is the author who traditionally published a single book ten years ago less career-focused than the author who digitally published five books over the past two years? The latter is in the right place at the right time while the former may be the victim of bad breaks. Is the unpublished author less career-focused?

Every author is at a different stage of her career, but that doesn’t change the need for quality information and education. This is where RWA has traditionally excelled in their mission. Authors cannot make effective, smart decisions about their careers without as much information as possible, and the organization has made that possible in various ways.

The Romance Writers of America need to take a step back and look at the various ways real publishers — not just a handful of publishers — do business. They need to consider the fact that the digital publishing model has been in place for over ten years, and its members consider digital to be a serious publishing option. They need to acknowledge that traditional publishing is facing serious challenges: cuts to budgets, cuts in editorial, less marketing support than ever before (and if you’re a traditionally published author, you know what I mean).

In Diane Pershing’s “From the President” letter in the June issue of the Romance Writers Report (members only link), she notes the problems that come when RWA members get their information from “…other members on the loops, some of whom might be knowledgeable, but some of whom are merely passing along gossip or, worse, spin…”. Absent any official RWA information, this will continue unabated. The current approach taken by the organization is not working. It’s time for change.

I don’t disagree with Pershing’s assertion that the RWA should not jump with every new development in the industry. Real leadership does not come from the perspective of a reactionary. But it’s the 21st century and the changes we’re talking about in publishing are already taking place. It’s time for the RWA to lead.

So here is my proposal: The Romance Writers need to create a digital task force that brings together a broad constituency: traditionally published authors, digitally published authors, traditional and digitally published authors, traditional publishers, digital publishers, heck, even players from outside the world of romance (though, I am proud to say!, romance boasts some of the leaders in this field…leaders who are not being tapped).

This task force should be charged with two mandates:

• Education and Communication: The entire group, working together, will create and disseminate information about all issues pertaining to digital publishing. Royalties, new distribution channels, business models, DRM, piracy, you name it. They will use a combination of techniques to make sure the membership learns everything they can about this evolving market…before it’s too late. Authors are being forced to make decisions about digital right now, and they don’t have good information. By everything, I mean local workshops, national workshops, RWR articles, eNotes, targeted emails to the entire membership, podcasts, videocasts, webinars. The Romance Writers of America have the technology. It’s time to use it. I am going to steal an idea from Deidre Knight and suggest this task force include one member who serves as the Digital Liaison to the Board of Directors.
• 21st Century Policies and Procedures: The second mandate of this group — and it’s going to be hard — is to consider how to ensure that RWA policies and procedures (and even bylaws) remain solid and focused on authors. This involves taking a long, hard look at how different business models impact the career-focused author, and instituting enough flexibility to ensure that changes in the publishing landscape can be effectively addressed in a timely manner. This includes addressing issues relating to RITA/Golden Heart entries, making sure there is consistency and fairness, and establishing publisher standards that are strong but acknowledge the fact that different publishing business models exist — and that new models may emerge in the future.

Your thoughts?

Also, here is some perspective from others:

• RWA & The Case of the Lack of Vision: Jane at Dear Author has an initial take on the issue
• It’s a Hard Knock Life for Us: Author Jackie Barbosa reveals the less-than-pretty side of traditional publishing
• Changing The View From Here: Sarah Wendell of the Smart Bitches considers the strengths of the Romance Writers of America
• Digital Publishing and the Alternative Economic Model: Jane/Dear Author again, this time looking at the different economics in the business models
• Digital-Only Publishers: In the Ghetto: Don Linn takes a look at the current brouhaha
• A Call To Action: Angela James on why RWA needs to educate authors