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The Steve Laube Agency

Helping to Change the World…Word by Word

The Steve Laube Agency

The Steve Laube Agency

Helping to Change the World Word by Word

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Home » Book Business

Book Business

A $100,000 Threshold for a Worthy Book?

By Steve Laubeon August 4, 2025
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In 2015, Brad Martin, the President and CEO of Penguin Random House Canada, was quoted as saying the following:

“I’m not interested in a book that is going to generate less than $100,000 in revenue unless the editor or publisher [division] has a compelling vision for the book and/or the author…If the person that’s championing that book in the acquisitions meeting doesn’t have a compelling view of it, it’s just trying to fill a slot, then I’m not interested in doing it….I don’t subscribe to the, ‘Well, it’s not going to cost us very much.’ I don’t care what it’s going to cost you – what’s your vision of this book? Because, no, we can’t afford to do a lot of small books without a vision, because they take as much time to put through the system as a big book does.”

In other words, for this publisher, unless there is a threshold of $100,000 in projected revenue, they won’t publish it.

Publishing Economics 101

Before your eyes glaze over with another discussion of publishing economics, think on this: publishing is a business. A business must have money left over after expenses – or they go out of business. This principle can also affect a non-profit ministry that is involved in any enterprise, not just publishing. If their revenues are exceeded by their expenses, it begins to drain resources designated for other parts of the ministry. I know of one large denomination that, many years ago, dropped its publishing division because its losses were draining funds intended for its clergy’s pension plans.

Back to the $100k proclamation. On the surface that sounds like a very high, if not impossible, number. But if you look more carefully, you’ll see that it isn’t as nefarious as it sounds.

Let’s say the retail price of the book is $20. The publisher sells that book for $10 to a bookstore or an online retailer like Amazon. To have $100,000 in revenue, using this scenario, the publisher needs to sell 10,000 copies to hit that magic threshold. And that isn’t an unreasonable number!

Disclaimer

Note that the $100k quote was made 10 years ago by the Canadian branch of Penguin Random House. The Canadian book market is not quite as large as the U.S. Market, which makes that 10,000 unit sales threshold a little more challenging.

Be careful not to apply these numbers to all publishers and all genres. Fiction and non-fiction are different. Although the costs of production are quite similar, sales channels are different, and expectations vary. In nonfiction, a book on raising kids is different than an academic tome on the nature of electricity.

Every publisher is different. Each one has a different expense structure and different definitions of success. Using any sort of “number” as a hard and fast threshold can only apply to a specific situation.

I’ve sold highly academic projects to academic publishers whose “numbers” reflect their situation in-house. In other words, each publisher is going to evaluate a book based on their sales and profit projections. For one publisher, it could be 3,000 copies, for another, it could be 30,000.

There is no “one size fits all” in publishing economics.

Be careful not to get caught up in the numbers or the comparison game. The danger is thinking that your book is a failure if it sells “only” 8,000 copies or thinking it is a raging success if it sells more than 20,000. Each situation bears its own merit. For one publisher, selling 10,000 is cause for celebration. For another publisher, selling 10,000 copies might cost someone their job. It is all a matter of perspective and expectations.

Reality

A few years ago, I had a major-sized publisher tell me that their in-house threshold was $250,000, so this isn’t “new.” In that case, the editor was basically saying that they needed to project sales of about 30,000 units in the first year to consider a project viable.

Publishing is an unusual business in that it is the “Business of Art.” Art has within it an emotional component and thus a book can often be acquired because of the intense belief, on the part of an editor or publishing group, in the power of the story or the power of the message. This gives hope to many aspiring authors that their book (fiction or non-fiction) will captivate an agent, an editor, a publishing exec, and the public. It can happen, and it does.

It is a little rattling when the art form is reduced to numbers by a powerful person inside a publishing house. It suggests that numbers trump art… (That mathematical formula looks like this: $$ > !! )

And yet there remains optimism at every turn. Deals continue to be made, even in these “dog days of Summer.” (Our agency continues to average a new book deal every two business days!) Great writing and great ideas will always be paired with great publishing.

 

 

 

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Category: Book Business, Economics, MoneyTag: Book Business, Economics, Money

Why Can’t I Find My New Book in My Local Bookstore?

By Steve Laubeon November 4, 2024
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Some might think this question is silly and antiquated since we know that 100% of all books are sold by Amazon and that no one buys physical books any more, and least of all in physical bookstores. Why? Because there aren’t any more bookstores! They have all closed. But wait. Even if a publisher attributes 50% of their total physical book sales to Amazon, we cannot ignore the other 50%! But …

Read moreWhy Can’t I Find My New Book in My Local Bookstore?
Category: Book Business, Book Sales, MarketingTag: Book Business, Book Sales, Bookstores

Announcing the 2025 Novel Marketing Conference

By Thomas Umstattd, Jr.on October 8, 2024
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I’m excited to announce that tickets are now for sale for the 2025 Novel Marketing Conference. The conference will be held in Austin, Texas, on January 17 and 18. This event is not a typical writer’s conference where you learn how to write and publish a book. This article first appeared on Novel Marketing, so if you follow both blogs, this will be a repeat for you. What makes the Novel …

Read moreAnnouncing the 2025 Novel Marketing Conference
Category: Marketing, The Writing LifeTag: Book Business, Book Marketing, Conferences, Marketing, Writers Conference

What Is One Thing You Wish You Had Known?

By Steve Laubeon July 8, 2024
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For years, Reg Forder, at his ACW writers conferences, liked to ask his faculty panel, “What is one thing you wish you had known before you became a writer?” Since I joined the publishing side of things after being a bookseller and later became a literary agent, I have given the question some thought. Coming from retail, the hardest thing to grasp was how long it takes to get from a …

Read moreWhat Is One Thing You Wish You Had Known?
Category: Book Business, CareerTag: Book Business, Career, publishing

Crafting a Career: How to Become a Professional Author with Angela Hunt

By Thomas Umstattd, Jr.on June 11, 2024
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If you want to make writing a career and pay bills with income earned from your writing, you want to be a professional author. Find out how.

Read moreCrafting a Career: How to Become a Professional Author with Angela Hunt
Category: Book Business, Christian Publishing ShowTag: Book Business, Career, Money

Deadlines and Taxes

By Steve Laubeon April 15, 2024
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Two certainties in the life of a writer. Deadlines and taxes. You know what a deadline is. It has the word “dead” in it for a reason. In addition to the reality of taxes, the April 15 income tax filing deadline for those living in the United States is intrinsic to the reality. (And since today is April 15, I thought it appropriate to revisit some key bits of information.) What about those taxes? …

Read moreDeadlines and Taxes
Category: Book Business, Legal Issues, Writing CraftTag: Book Business, Contracts, taxes, Writing Craft

Your Writers Conference Appointment

By Steve Laubeon April 8, 2024
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[I’ve posted variations of this article over the years. I hope that by bringing it back to the top of the pile, many of you new readers will see it!] __________ You snagged one of those valuable 15-minute appointments with an agent or an editor at a writers conference. Now what? What do you say? How do you say it? What do I bring with me? And what does that scowling person on the other side …

Read moreYour Writers Conference Appointment
Category: Book Business, Book Proposals, Conferences, Pitch, Pitching, Writing CraftTag: Book Business, Conferences, Get Published, Pitching, Proposals, Rejection

What Do You Do When Your Technology Fails?

By Steve Laubeon March 25, 2024
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Today, I tell the story of an author’s tragedy. We had a client who lost their entire manuscript the day of their deadline. Poof. It was gone. Their thumb drive malfunctioned too; it was empty. Because they had borrowed a laptop, the author didn’t know it was programmed to empty the trash each time it was rebooted. The author had moved the manuscript to the trash after emailing it to …

Read moreWhat Do You Do When Your Technology Fails?
Category: Book Business, Career, Technology, The Writing LifeTag: Book Business, Career, Technology, The Writing Life

The Platform Predicament: How to Connect With Readers Off Social Media With Mary DeMuth

By Thomas Umstattd, Jr.on March 12, 2024
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social media icons representing the author platform predicament

Learn how to navigate the author platform predicament and what you can do to help change the status quo in the publishing industry.

Read moreThe Platform Predicament: How to Connect With Readers Off Social Media With Mary DeMuth
Category: PlatformTag: Agents, Book Business, Platform, Traditional Publishing

Defusing Contract Landmines

By Steve Laubeon February 12, 2024
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It is crucial that every author knows that if they sign a contract, they are legally bound by the terms within that contract. Even if it is to their disadvantage. Our agency is often approached with a phrase like “I signed a bad book contract and want out of it. Can you help?” Usually, the answer is “Unfortunately, no.” After so many years of running into landmines buried …

Read moreDefusing Contract Landmines
Category: Book Business, Contracts, Legal IssuesTag: Book Business, Contracts, Legal
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