Getting Past Genre in Digital Acquisitions
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The growth of ebook publishing has heralded the growth of genre publishing—and it’s no wonder: Readers gravitate toward online communities that mirror their interests. By publishing genre-oriented ebooks, publishers and authors can cater to established communities of readers.
And since ebooks can often be produced inexpensively and sold at lower prices than many of their print counterparts, they’re perfect for those communities of voracious readers. At the height of the ebook boom, a low-priced, commercial genre title could find amazing traction. The author Amanda Hocking is one famous example of this type of success. Between 2010 and 2011, her self-published, $2.99 paranormal romance ebooks sold over a million units.
But the boom years are over, and many of the hit-making formulas acquiring editors and indie authors developed just a few years ago are bringing diminishing returns. Facing a much more competitive market than ever before, digital fiction publishers need to rethink their acquisition strategies.
Today, a paranormal romance ebook priced at $2.99 is just one of many thousands of paranormal romance ebooks priced at $2.99 or less. And that’s to say nothing of the huge number of ebooks that are available for free. Many publishers have found that the value of giving away free ebooks in order to build up reviews has all but disappeared.
Genre fiction in particular risks becoming a victim of its own success. Because it’s become an established winner in the digital space, the marketplace is now so over-saturated that digital publishers can’t afford not to think more creatively about how they acquire new content.
That was our guiding principle in October 2014 when we launched Full Fathom Five Digital. We planned to release commercial fantasy, romance, horror and thriller ebooks—but how to stand out in a sea of these genres? The experiment is still in its early days, but we’ve already learned a lot about what seems to work and what doesn’t when it comes to digital acquisitions. Here are five of them: