By Rachel Chopping
We had an illuminating session on Thursday 20 February with Debbie Lee of Ginninderra Press sharing advice for authors and editors alike on navigating the ever-changing world of self-publishing.
With self-publishing on the rise – over 2.6 million titles published in 2023 alone – authors now have more control than ever. Debbie outlined how success requires realistic expectations, as most self-published books sell fewer than 1,000 copies. She advised editors to help authors understand that their project must be treated as both a creative and financial commitment, with typical investments around $1,000 to $6,000 in editing, design and marketing.
A self-described “print-on-demand evangelist”, Debbie explored how the service has revolutionised indie publishing, eliminating warehousing and shipping hassles while offering global distribution. For editors and author service providers, understanding the entire publishing process, working within authors’ budgets and building industry connections are essential.
She also pointed out how marketing plays a crucial role in a book’s success – beyond handselling at bookshops, authors should explore direct sales through websites and a strong social media presence. A good launch, personal networking and always having copies on hand can boost visibility.
Debbie also highlighted the importance of understanding metadata, pricing strategies and tools like IngramSpark’s Print and ship calculator and Publisher compensation calculator.
We heard a clear and concise breakdown of the benefits and negatives of traditional, vanity or self-publishing. Debbie emphasised that all authors should be informed and empowered by their publishing journey. Debbie’s advice was invaluable for authors at any point in their publishing journeys, and the editors aiding them along the way.
Thank you to Debbie for such an engaging presentation, and to all our attendees for coming along!
A recording of this speaker event is available to purchase until Sunday 15 June 2025.