Deciding how many books to print is one of the toughest decisions a publisher has to make. Guess too high and you've got lots of unsold product. Guess too low and you'll be stuck going back for costly reprints - as well as perhaps dealing with a supply lag and some unhappy consumers. So what's the secret formula?
Unfortunately, if there is a secret formula, I don't know it. However, after nearly 15 years in the publishing industry, I can tell you my experience. More often than not, publishers are overly optimistic about how many books they will sell. So be careful - don't get stuck with a garage full of books.
Compare your worst-case and best-case scenarios. Do you have marketing channels in place that convince you that in your worst-case scenario you are sure to sell 100? 500? 5,000 books? What's your optimistic guess as to how many books you will sell? Now I'm not talking about the scenario where Hollywood options your book for a movie - let's stay realistic.
Look at your worst-case and best-case numbers. That should help you decided on the right quantity for your project. Definitely stick closer to your worst-case scenario number. Getting a reprint is much easier on your pocketbook than staring at boxes or pallets of books gathering dust for years to come.
Your quantity will determine whether you will end up using a digital printer or a typical offset printer.
If printing fewer than 1,000 books, you'll probably be better off with a digital printer. On a digital press there really isn't a huge cost savings based on quantity. So it's definitely better to start with a lower quantity and come back for reprints later.
An offset press is better suited for quantities of at least 1,000. In this case, there can be some heavy quantity discounts. If you're still debating on your quantity, comparing the cost per book numbers between quantities may help make your decision easier. In any case, be sure to ask your printer for quotes for a number of different quantities. Hey, if Oprah does call, at least you'll be ready!
So start with a smaller quantity and work your way up to the larger quantities. Keep your money in your pocket (not your printer's). By slowly but steadily testing and working your market, you'll eventually get to the point where you can justify those bigger print quantities.
About the Author:
Get a Free 7-Part Mini-Course demonstrating how you can publish your own book. As a cheap book printing expert, Joshua Prizer has worked in the book printing industry for nearly 15 years.
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