Dear Dr. Rosie.

I recently self-published my first book. I have great marketing skills, and have made contact with a number of people in the radio, television and print media. I've got the hookup to get plenty exposure for my book. My concern is that I have to give major distributors a 55% discount on my book. Doc, this just doesn't seem fair play to me. I wrote the book, paid for the cost of the book, and am doing my own marketing. Why should I give such a high discount? Should I just sell my book on Amazon.com, etc., or give it up and pay the price?

You are not alone in asking these questions. Discounts given to major distributors are concerns for most new writers. But let me tell you why you might just have to suck it up:

Good book distribution is key to your book's success. I acquired a client who had been published by a small independent publisher, but had obtained no national distribution for his book. The publisher printed 2,000 books. The author even got a guest spot on Oprah. I met him six months after his television appearance, and he still had 1,500 books in storage. Why? Because he had no major distribution.

Most new authors want to go after national radio, television and print media attention. My advice has always been that publicity should not precede distribution. When audiences hear you on the radio, see you on television, or read about your book in print, they are moved and want to buy your book--now. If they go to a major chain store, that store would order from a large distributor, not from you nor from independent black distributors. Also remember that for many small cities, large chain books stores are the only ones available (even when black bookstores are available, many people don't know they exist because they are not located in major shopping malls, nor do they widely advertise).

The book industry is a business and the profits are shared by many. In addition to the 55% discount required by major distributors, you are also required to pay for the freight and you must have a book return policy for over-stocked books.

Let's look at the role of the distributor. Distributors wholesale books to bookstores to whom they give a 40-50% discount. Even if you sell directly to bookstores, they get a 40% discount. Everyone who participates in your book's sale makes money.

Most online booksellers require a 55% discount as well, and you still pay for freight. Welcome to the world of WOW! Bookselling is an industry where only the strong (and the ones with business savvy) survive. Still, it can be quite rewarding if you understand the business of books.

Bottom line--you cannot sell your book by yourself. Remember that 45% of a lot is still more than 1000% of a little. So get busy marketing and make your dream happen!

Dr. Rosie Milligan is the author of nine books, owner of Milligan Books Publishing, and the founder of Black Books on Tour. E-mail your questions to her at [e-mail]