1. Since you started agenting what do you think the biggest change has been? How have you adjusted your agenting style to compensate?
Great question and thanks for inviting me here! I love Adventures in YA Publishing – y’all do great work!
My answer to this question starts with the iPad. In April 2010, Apple introduced the iPad. In September 2011, amazon introduced the Kindle. On Christmas Day 2011, publishing changed. This is a gross overgeneralization but go with me. On that Christmas many people received iPads and Kindles as gifts and began to buy ebooks en masse. Part of the ebook excitement revolved around the devices themselves and part of the excitement revolved around the new prices attached to books. When I started working in publishing in 2006, ebook sales were less than 1% of the book market by units sold. By early 2012, after the iPad Christmas, ebooks were on their rapid journey to the 30% of the market (by unit) which is where they have been hovering for a few years now. I get that 30% number from this Forbes article from Feb 2014:
In my opinion, the greatest change in publishing since I started agenting has been the rapid expansion of the ebook market. How has my job changed based on this growth? I’ve broadened my agenting strategy to consider print books and ebooks and their different opportunities and impacts on my clients’ careers. When I put a book on submission, for example, I consider if it will make more money with an ebook-only deal or with a print + ebook deal. When talking to our publishing partners about an upcoming book release there is a distinct strategic difference in sales and marketing for print books vs. ebooks. In publicity and promotions, the ways to attract buyers’ attention differs for print purchases and ebook purchases. In short, my agenting style has changed since 2006 in how I strategize for print books AND ebooks.
Let’s narrow the scope a bit though. This post is for Adventures in YA publishing so I want to make sure to speak specifically about the changes in the ebook market as it relates to young adult novels. Today, in February 2015, my young adult client books still sell better in print. There is an argument which says teens don’t own the devices to read ebooks and another argument which says teens don’t have the credit cards to buy ebooks even if they do own the devices. There is some truth in those arguments although I would want to see cold hard data before inking my name to any statistics. I will share percentages for my clients as examples though:
BREAKING BEAUTIFUL by Jennifer Shaw Wolf (April 2012, Walker/ Bloomsbury) – a serious contemporary young adult mystery – has sold 75% in print and 25% in ebook to date.
THE PECULIAR by Stefan Bachmann (September 2012, Greenwillow/HarperCollins) – a steampunk gothic middle grade fantasy – has sold 90% in print and 10% in ebook to date.
CATCHING JORDAN by Miranda Kenneally (December 2011, Sourcebooks Fire) – a contemporary young adult romance with a heroine who plays football – is considered my one big cross-over success at 50% ebook and 50% print. We say “cross-over success” because we assume those higher ebook sales are coming from adults buying the book.
These are only three examples out of hundreds of thousands so take these numbers with a grain of salt. In general, in my experience, I want a young adult novel to have a solid print strategy as, while the ebook market is exploding, the print book market still seems to be the bread and butter for this genre. Unlike in 2006, my agenting style in 2015 includes evaluating client strategy with ebooks in mind. Strategy includes looking at formats (print, ebook, audio book, etc), distribution, sales & marketing, publicity & promotions and subsidiary rights. I also need to share all this information with clients to keep them up to speed on the publishing industry and opportunities for their careers. Exciting times, yes?