For many authors, the publishing industry can be a bit of a mystery, and finding a publisher or agent can be a tricky and confusing process. Unfortunately, like most areas of life, the world of publishing is not immune to scams. This post looks at one of the most prevalent deceptions within the industry: the vanity press.
Hopefully this will help you understand the difference between vanity publishers and actual publishers, and prevent you from being taken in by this business model.
Where does the term ‘vanity publishing’ come from?
Wikipedia has the first mainstream use of the term ‘vanity press’ as occurring in 1941. It originally referred to authors who, having been rejected by publishing houses because their work wasn’t very good, paid for their books to be published. Collins defines a vanity press as ‘a publishing house which publishes only books for which the author pays all the costs of production’ ( collinsdictionary.com ). The use of the expression ‘vanity’ is derogatory in nature and implies that the author paying one of these presses has an inflated sense of their writing abilities.
I don’t think the term ‘vanity publishing’ is appropriate in the 21st century. Access to publishing has changed dramatically thanks to the internet and technology, and authors are able to publish independently without an agent or a publisher. This open-access approach basically makes the vanity press redundant; however, it still exists. Personally, I believe a more accurate name these days would be ‘predatory publishing’.
What is a vanity publisher?
Essentially, it’s a publisher that works on a different business model to a regular press.
In standard publishing, profit is generated through the sale of books. The author receives a cut (royalties) and the publisher also receives a percentage of all sales. However, the vanity press gains the majority of its revenue directly from you, the author, and by that, I mean not in the form of a percentage of your book’s sales.
At the end of the day, no matter how much we may romanticise the creative endeavour of producing literature, publishing is a business. Publishing houses invest in books they believe they can sell in high volume to make you and themselves money. They pay for your book to be edited, proofread, formatted, have a cover designed, and marketed. This is why it is so difficult to actually have a book published in the traditional way – they will only invest in stories or nonfiction they believe they can make money from. If they don’t sell any books, they will eventually go bust.
Vanity publishers have all their costs met up front – by you! The editing, proofreading, formatting, and cover design are all paid for by the author because they charge you to publish your book through them. They will claim to market your book; however, they won’t invest a great deal in this because they don’t need to sell it to make a profit. They have already done that by charging you. A quick look on Amazon of the books published by them shows very little sales are made. Their focus is not on selling to readers but selling to authors.
This ‘pay-to-play’ model is similar to the rogue modelling agencies that promise to help you establish a career but charge you to put a portfolio together.
You may be wondering what the issue with this is. After all, in order to self-publish your book you would need to pay for editing, proofreading, cover design, and formatting anyway, right? That is correct; however, with self-publishing you retain all the rights to your book, have full control over it, and retain all the royalties. The vanity publisher will make you pay for the production of your book and take royalties while owning the rights to your work.
How can you tell it’s a vanity publisher?
Most of us use Google to find information, and I imagine that authors looking for a publisher will turn to the search engine for research – this is where I would start.
Out of curiosity, I put ‘UK publishers’ in Google and the first four results were all vanity publishers. Google ‘publishers’ and the result is the same. Whatever variation you use, at least one will come up in the top three results, which is thoroughly depressing. If you are not particularly tech savvy when it comes to things relating to the internet and how listings work (I’m not), you're bound to believe that these companies are reputable because they appear at the top. However, they have paid for ads and whatever internet/SEO magic is available to ensure they are the first companies that come up when you search.
Take a quick look at the three ‘publishers’ who show up in that Google search and you will see less clarity. You have to dig out the fact that they will charge you for their services. They often tout this as ‘hybrid publishing', and state that they offer some traditional publishing contracts and some contracts where the author is asked to make a contribution to the costs. I couldn’t see their prices anywhere on their sites. They are set up, in my opinion, to give the impression they only publish traditionally. In reality, they are highly unlikely to offer you a contract in which they invest in your book. This lack of transparency is why I think it should be called ‘predatory publishing’.
Compare this to companies that offer self-publishing services and you will see they are up front that this is what they are doing. They are also upfront about their services, how much they cost, and that you retain the rights to your book.
Red flags to look out for
Basically, the message to take from this is that a genuine publishing house will never charge you to have your book published. In fact, you may be offered an advance. If an organisation claims to be a publishing house but expects you to pay them to get your manuscript ready for publication, run for the hills.
Sign up for helpful content, news and special offers.
You have successfully joined my subscriber list.