Last Call for Mass Market Paperbacks by by Jim Milliot, with Sophia Stewart
The consolidation of the wholesaler market coincided with the rapid increase of e-book sales. According to the 2012 StatShot report (produced that year by AAP and BISG), mass market paperback sales were running neck and neck with e-book sales in 2011 at about $1.1 billion, but the two formats were on markedly different trajectories: from the prior year, mass market paperback sales tumbled by about $500 million and e-book sale soared by roughly $1 billion.
Everything I Know about Self-Publishing by Kevin Kelly
You are expected to bring your audience.
So when an author today pitches a book to an established publisher, the second question from the publishers after “what is the book about” is “do you have an audience?” Because they don’t have an audience. They need the author and creators to bring their own audiences. So, the number of followers an author has, and how engaged they are, becomes central to whether the publisher will be interested in your project.
About promotion:
The short version: it is not hard to produce a book. It is much harder to find the audience for it and deliver the book to them. At least 50% of your energy will be devoted to selling the book. This is true whether you publish or self-publish.
The rule of thumb in publishing is that how well a book sells in its first two weeks determines whether it is a bestseller or not. You want to concentrate most of the sales as pre-sales – either on a crowdfunding platform, or on your own, or as pre-sales for a publisher. One way or another this promotion job will be your job, and can end up being at least half of your total effort on a book.