This innovation is forever changing the world of book publishing by making it faster and much less expensive to launch a new book or editions of a previously published book. Potential bestsellers that only ask for a chance to test the market need not languish on editors' desks. Worthy books that may not be million-dollar sellers need not go out of print. Unique books, written for specialized audiences can now be published, regardless of the size of their market niche. The Problem Faced by Authors, Publishers and Bookstores Authors of many excellent unpublished manuscripts find it extremely frustrating to get the attention of traditional publishers.
Traditional publishers shy away from unproven authors.
Rather, they are increasingly inclined to concentrate on the high-powered marketing of a few works of established authors and big sellers. Traditional publishers need mass sales to defray initial investments and yield a profit. Because they are squeezed on every side by increasing costs of editing, designing, printing, and then for warehousing and distributing their books. The situation is further exacerbated because large and small bookstores and chains now ask publishers to assume the whole risk. If a particular book title does not sell well, the publisher is obligated to buy it back.