Blogger: Wendy Lawton
Today I’m packing up and leaving the giant redwoods, home of the Mount Hermon Christian Writer’s Conference, one of the oldest and most respected conferences. I’ll be traveling much of today so I may not get to join the conversation until tonight.
Many of the questions that repeatedly come up at a conference or anywhere that writers gather contain the word “average.” What is the average advance a [fill in the genre] writer can expect these days? What is an average print run? What is an average first year sales figure for a [fill in the genre] book? What is the average amount of time from query to contract?
I hear what the writer is trying to get at in each one of these questions, but if he were to get an exact answer it would be worse than meaningless– knowing the average is often dangerous. It leads to faulty conclusions.
Let me explain.
Let’s take the average advance for a first time book. Several writers get no money at all. Many small presses pay a modest stipend like $1000.00. A few debut books have gone as high a million dollars at auction. So would that mean that an average advance is 1,001,000.00.00 divided by three?
If so, the average advance for a first time book would be $333,667.00.
Okay, not enough samples. So how does anyone go about getting enough samples? Advance figures are confidential. Do a Google search for average book advance. You’ll see all kinds of silly suppositions. Any number given will be meaningless because (a) there is no way to get the data to do a reliable average, (b) no two books are the same. Some have much more appeal commercially. Others, less. (c) No two authors are the same. Some would prefer to take a more modest advance and collect their money on the backend.
Picture a number axis stretching from zero to one million. If the average were to be verified to be, say, $5000.00., would that help? Only with comparisons and making an author either swell with pride or feel diminished. Your advance could come anywhere on that axis so what good would it be to know an average?
The answer the writer is really asking is, what kind of advance can I expect? It’s certainly a question for your agent and he can guess but there is no way of knowing until the book is out there and interest is gauged. Many of us have been surprised by multiple interested parties when we are shopping a book. When that happens there’s no telling where the price might go. And we occasionally have projects we were certain would garner serious interest and we can’t get any takers.
Here’s the truth– there are no average advances. There are no average sales. There are no average books. Best of all there are no average writers. All we can do as agents is get the work out there and let the market dictate value. The publisher works hard to try to anticipate sales, but the best he can do is follow his gut. And a writer can only write the best book possible and put it out there.
Writing is hard work. Getting published is even tougher. Does it add to the frustration that our books are a market-driven commodity and we have no idea what we can expect? How does one deal with this?
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I’m so with you on how comparisons make authors either swell with pride or feel diminished.
I read a study years ago about job fulfillment and pay. When workers were told they made more or equal than their peers, they worked harder and reported higher job satisfaction, but when they were told they made less, they didn’t work as hard and weren’t satisfied. But the reported wages weren’t true–it was just a test to evaluate behavior.
I try to remember that when my curiosity starts leading me down paths not good for me. Ultimately, we, as authors, need to be content with the choices we make, the books we write, and the journey we’re on–and not worry about everyone else next to us. Much easier said than done!
Very interesting experiment! Since I’m my own boss, I’m going to trick myself into working harder by telling myself I’m the highest paid employee here!
Ha! Same here, Christina! Maybe pop that mantra on the fridge? 🙂
How interesting, Jill. Thank you for that.
Thanks Wendy. Yes, we often ask impossible questions, making your job tough — like a mom with ultra-inquisitive children.
I think aspiring authors just want to know, “How soon can I live like Castle?”
I think the general answer is, “Not for a long time.” 🙂
Ha! Ha! We can’t live like Castle? Bummer. 🙂
I see the soup Nazi from Seinfeld saying, “No Castle for you.” 🙂
The good news is that there are some authors who do live like Castle. If only we knew the “magic formula” to be included in that circle.
Thank you, Wendy, for this post.
I guess I’m strange (actually I’m fairly certain of it), but at a Writer’s Conference, my main concern isn’t “how much is an average advance?” My main question (to myself) is “How can I get agents to read my book and love it?” If I get an agent, then the question to the agent becomes, “What do I have to do to get this manuscript published?” THEN, when a publisher shows interest, that’s when the money question comes up. Still, for me, the question is not “What is the average?” My question to my agent would be “What would be a good offer for this book?” And that doesn’t just mean money, but rights, distribution / promotion, and other considerations. So “average” just doesn’t work for me.
Enjoy the Conference! I’ll be praying for your safe travel.
Thanks, Christine. I just wish there a way to answer those burning questions.
When I was little I used to hate to hear my mother’s favorite answer, “We’ll see.” Now it seems like everything remains to be seen.
I’ve wondered about this, but have no expectations when it comes to earning an advance. This is a good thing. And I totally agree about people getting prideful or depressed. It’s so easy to compare yourself with other writers, but I’m learning more and more that God has a different path for each of us. Like Jill said, we need to be content with where we are and what God’s given us. Not easy all the time, but hey, I’m a work in progress. 🙂
Good reminder, Lindsay. As for that WIP– me, too.
Thanks for this realistic post, Wendy. I feel thankful that I don’t compare myself to others when it comes to writing. Like Lindsay, I have no expectations, and like Christine, my main concern at a conference is how to draw an agent’s attention to my book, not on the money aspect of it. I also would be more concerned about rights, than an advance. That might be foolish, but at least I’m honest. 🙂
Cheryl, you are right to be concerned about rights these days. That’s one of the issues du jour. We spend a lot more time on rights issues than ever before.
This reminds me of the question I kept asking the nurse while I was being induced to give birth to my first child. “So how long does this usually take, anyway?” She smiled that “poor child” smile, shook her head and said, “Everyone’s different.” Yet I was undeterred. “I understand that, but what’s the average?” Smile, head shake. “Everyone’s different.” Okay, so I tried another nurse. Same smile, same shake, and you guessed it, same answer. I’ve learned my lesson. I now have two children who, in daily life, remind me some things can’t be predicted. So I guess I won’t ask that question.
I have a friend who was told with her first it would be “hours” before she was even dialated enough to go to the hospital. In the time it took her to stand up, she’d gone into full-blown labor and 45 minutes later she had a baby. Talk about messing up the average!
Love this analogy, Connie. Perfect!
Ah-ha! I knew I wasn’t average! And since, up to this point, I’ve written fiction for free, I’m thinking ANY money will be good.
It isn’t the money that hangs me up. I’m one of those sitting in the backseat whining, “how much longer?” Just give me a roadmap with a big, red circle around my publication date and I’ll be good to go.
Amen to point number one and … Amen to point number two. Any money and a publication date is all I ask. I know, I’ll change my tune if, I mean, when I get published :o).
Wise advice, Wendy. When I’m attending a writer’s conference, I’m there for 3 reasons: (1) learn more about the craft of writing; (2) encourage/meet agency mates; (3) make solid connections with other writers, editors, and publishers. With those 3 things in place over the long haul, the “average” question eventually answers itself.
I like your three-fold plan. You’re right, with those things in the forefront, everything else will fall into place.
I’ve heard that if an author doesn’t sell enough books to pay out their advance they won’t be able to get any future books accepted. Does that mean a smaller advance is preferable?
Janet, that can be a good strategy sometimes although it’s not as black and white as you’ve heard.
Getting a huge advance comes with a huge risk because a successful book will earn out the advance by the 12-month point. Anything less is coming in below expectations. In most cases we can mitigate the damage but it’s important from a long-term career standpoint to be successful.
Thanks for explaining. I hope you enjoyed Mount Hermon.
Hm, would I rather write an average book and get an average advance or write an exceptional book and get… the unknown. Well, since we’re all getting the unknown, I might as well do my best to write an extraordinary book and leave the results in God’s hands.
I like that– an extraordinary book. Good career plan.
I fear that seeking to discover what is “average” reveals something unflattering about ourselves. It is human nature to want an “above average” advance. And when that happens we can then conclude that we earned that advance because we are above average writers. The first comparison reveals a spirit of envy and the second, our ego. Ouch!
Confession: Part of the reason it’s so easy for me to write a blog like this is that I’d also love to know what the average literary agent makes, what his average sale sale is, the average number of clients served, etc.
Yep. It leads only to a spirit of envy and an inflated or deflated ego.
I suppose that this wondering about what’s average could apply to about every profession.
Wait, what? I can make money at this?
I think I’ll be so thrilled to see my book in print (or pixels), that the money will be secondary. If they want to pay me as well, that would be a bonus. I’m still of the belief that I’ll need to put anything I earn into marketing, so I’m not counting on much, if any, money at all.
The good news is that you CAN make money at this. Some writers make a lot of money. But you’re right. First things first.
Wendy, I’m sorry to give you another hard time, but I really take issue with this.
Although this is commonly done in the industry, implying that authors are children who need to be protected from themselves is infantalizing adults. Authors are not children. They are adults who can manage their emotions.
The publishing end of writing is a business. It is completely appropriate for writers to want information about average compensation so they can make an educated decisions about whether they wish to accept an offer or not. Withholding information is inappropriate and suspect in a business transaction.
Although individual advances may be private, there is no reason that average advance data can’t be given to authors. The fact that it is not allows publishers to stay in a power position, hindering the author’s ability to advocate for themselves or reject offers that are not up to industry standard.
Yikes, Mira. I’m not saying it’s not natural to wonder what can of compensation you can expect for a job I’m just saying it’s impossible to do a pro forma. (And I was trying to explain why it’s impossible.)
There is no “industry standard.” Each publisher is different. Each offering is unique.
If you want a job with a pay scale, this is not the career for you. It makes it terribly frustrating but reality is reality whether we like that reality or not.
Wendy, I really find it hard to believe that there is no way to collect data on this, or that all the offerings are so unique.
All of the Big Six offer the same royalty rate range. I’m sure they offer similar advances. If not, I imagine agents would be only willing to deal with the publishers who offer higher advances, and I’ve certainly never heard that.
I don’t see being a writer, btw, as a job. Writers sell their creative work for a price. This may make them independent contractors, but not employees.
If they were employees, they would have all sorts of protections under the law which they currently do not – protection against discrimination, harrassment, and protection against unfair labor practices. Writers have none of this.
Boy, I’m sorry again. I really do get blunt with you. Again, I’m sure your intentions are good, but the idea that there is no standard advance range is…..pretty hard to believe.
Wendy, I’m sorry. I don’t know why I tend to speak harshly to you. If I could, I’d delete my post and re-write it more softly. I’m sure your intentions are good. This is just a particular aspect of publishing – hiding information from the writer – that really, really bugs me. Sorry for my bluntness.
Don’t think a thing about it, Mira. I love a good debate. That’s why we encourage conversation here on the blog. I can sense your frustration.
I was a writer long before I was an agent and I understand.
I’m guessing if we met in person we’d have a great time arguing the pros and cons of a writing career and the state of our industry. (You should have seen the spirited debate I did with Jim Scott Bell at the conference– fun!)
Never be shy about venting. I didn’t see harshness in your reply, only frustration and that’s valid.
Okay. Thanks for being nice about it. I’m glad I’m not being unintentionally hurtful. I don’t want that.
I’m not frustrated. I have zero interest in participating in traditional publishing unless they significantly change their business practices in relation to the writer.
I think “appalled” would be closer to accurate.
And I have a hard time not expressing that to agents, sometimes, because, as I said in another thread, I really wish agents would re-think things.
And, yes, it would be fun to meet you and debate. Hope you share about your debate with Jim Bell.