One of the most common questions I get from my editing clients is: which is best for authors—traditional or self-publishing? Whether you’ve finished writing your book or are still immersed in the process, it’s important to know the answer to that. Let’s talk about the pros and cons of both publishing paths, and clear up a few misconceptions.

Traditional Publishing

There’s something especially gratifying about finding an agent who loves your book and a prominent publisher who wants to get it into print. Hence the appeal of traditional publishing. It validates your words, both for you personally and in the marketplace. The stamp of a well-known publishing house gives your book a kind of pedigree. Prospective readers have more trust that the book will be worth their time since it has already been professionally vetted. That fact influences their buying decision.

That said, the downsides of traditional publishing are several: (1) it takes much longer (about two years) to get your book on the market than if you self-publish, (2) you generally need to demonstrate a robust author platform (more about that in a minute), (3) since publishing houses expect their authors to do most of the marketing work, you must put in as much energy hawking your wares online as if you self-published, and (4) the competition to find a traditional publisher is extremely intense, so authors who attempt to go that route face a lot of rejection.

So what is an “author platform”? That’s the industry’s term for having a ready-made audience. You must demonstrate that your book will make (not lose) the publisher money. You need to show (in your query or book proposal) that readers are buying the kind of thing you’re writing. You also need to have a personal audience of your own that is likely to buy your book. That means having a popular podcast, or a website with a long list of email subscribers already in place (think: four thousand minimum). Having thousands of social media followers also helps, but those are not viewed as predictive of a book’s sales potential. Check out this article by literary agent Bob Hostetler for more information about what is looked for in an author’s platform.

All combined, the downsides of traditional publishing bring many writers to bypass the agent route and go with self-publishing. So what are the upsides and downsides of that?

Self-Publishing

Here are the upsides of correctly-done self-publishing: (1) you generally make more money per book than if you traditionally published, (2) you can get your book out in record time, and (3) you don’t have to do the “agent dance,” trying to compete with hundreds of thousands of other authors all trying to win a slot with a traditional publisher.

Many first-time authors assume there’s something embarrassing or disreputable about self-publishing. If it’s done right, nothing could be further from the truth. But if you place your book in the hands of an unscrupulous “vanity” publisher, you will not only be embarrassed—you’ll also be taken for every penny they can bleed out of you. Many of these charlatans pose as companies serving self-publishing authors. Others call themselves “hybrid publishers,” and still others pose as traditional publishers. If this sounds like a minefield, it is, but in a minute I will show you how to navigate that.

While it’s to be expected that self-publishing authors will incur certain costs (namely typesetting and creation of a book cover), vanity publishers are notorious for charging authors for things that should be free. They will also push you to pay for the printing of hundreds of copies of your book, most of which will make their forever home in a corner of your basement.

By contrast, companies sincerely serving self-publishing writers will offer pay-on-demand printing. This means you pay them to print and mail out one copy of your book at a time, and only when you have made a sale. Two such companies are Draft2Digital and KDP (Kindle Direct Publishing). KDP is the self-publishing arm of Amazon, which now handles both e-books and print-on-demand paperbacks and hardcovers. These two companies are reputable, but don’t assume all companies offering pay-on-demand services can be trusted. Many will trick and scalp you on other costs.

There’s a lot to understand about how self-publishing works, so it’s important to do your due diligence. Check out this article by an experienced, self-publishing author. It contains information that will help you avoid the sand traps. I also recommend everything you’ll find on Jane Friedman’s website. Click on the drop-down menu at the top of her pages to target the articles that deal with self-publishing in particular. Jane is considered today’s leading expert on self-publishing, and she always gives honest, reliable advice.

So which is best for an author: traditional or self-publishing? Both have their advantages. Hopefully this article has illuminated the differences so you can better weigh the options in deciding which to pursue.

Jessi Rita Hoffman … book editing by an industry professional