Who Are Indie Authors? Part 1: Why do writers choose this path? (#309)

Over the last two decades, the publishing landscape has undergone a quiet revolution.

No longer solely the domain of large publishing houses and gatekeeping literary agents, book publishing has opened up to the masses through new technologies, platforms, and entrepreneurial energy.

At the center of this transformation is the independent author, better known as the indie author.

What Is an Indie Author?

An indie author is a writer who publishes their own work independently, without going through a traditional publishing house. This can mean:

• Self-publishing entirely on their own (via platforms like Amazon KDP, IngramSpark, Draft2Digital, etc.)

• Partnering with small, hybrid, or boutique publishers who offer services but don’t operate like legacy (traditional) publishers

• Retaining creative and financial control of every aspect of the book, from editing and design to pricing and promotion

While indie is short for independent, it’s also come to mean involved. These are authors deeply engaged in every step of their publishing journey.

Why Don’t Indie Authors Use Traditional Publishers?

There are many reasons writers bypass traditional routes:

• Creative Freedom

o   Want to write a picture book about a rhino and a red-billed oxpecker? A novel in verse? A controversial memoir?

o  Indie authors make the rules.

o   There are no marketing departments telling them to change endings, tone things down, or write to market.

• Speed to Market

o   Traditional publishing often takes 1–2 years (or more) from contract to publication. Indie authors can publish in a matter of months.

• Ownership and Rights

o   Indie authors retain full rights to their work.

o   That means more flexibility with licensing, adaptation, translations, and long-term sales.

• Higher Royalties

o   Where traditional authors may earn 8–12% of the sale price of a book, indie authors often earn 60–70% on eBooks and 30–50% on print.

• Barrier-Free Entry

o   Many indie authors are those who were rejected by traditional publishers, or never submitted in the first place.

o   For many, self-publishing isn’t Plan B, it’s the plan.

How Do Indie Authors Promote Their Books?

Marketing is often the biggest hurdle for indie authors. However, this space also offers opportunities to be creative.

• Online Presence

o   Indie authors build author websites, maintain newsletters, and engage with readers on social media (Instagram, TikTok, Facebook, YouTube, etc.).

• Book Launch Teams

o   Indie authors may recruit advance readers (or ARC teams) to review and promote the book before it launches.

• Email Marketing

o   Email remains a powerful tool for indie authors to build and maintain direct contact with supporters.

• Events and Book Fairs

o   School visits, library talks, farmers markets, and book festivals become important promotional venues, especially for authors of children’s books or regionally relevant stories.

• Paid Ads and Promotions

o   Some authors run ads on Amazon, Facebook, or BookBub.

o   Others do giveaways, bundle sales, or partner with indie author networks to cross-promote.

The Indie Ethos

At its core, indie publishing is about ownership, autonomy, and access.

Indie authors wear multiple hats - writer, marketer, publicist, art director, and CEO of their creative brand. For some, it’s exhausting. For others, it’s empowering.

What’s undeniable is that indie publishing has democratized access to literature, giving voice to authors who might otherwise remain unheard, and bringing stories to readers that traditional publishers might not have taken a chance on.

Aren’t Indie Authors Just Writers Who Couldn’t Get a Publisher?

This is a common assumption. And like many assumptions, it’s overly simplistic.

Yes, it’s true that many indie authors initially pursued traditional publishing and were rejected. But rejection doesn’t automatically equal lack of talent or quality. Publishing houses reject manuscripts every day for reasons that have little to do with the writing itself. These reasons include:

• The book doesn’t fit a current trend.

• The author doesn’t have a big enough platform.

• The story is too niche or experimental.

• The publisher already has something similar on their list.

More and more, indie publishing isn’t the consolation prize.

It’s a conscious decision by authors who want creative control, ownership of rights, and faster timelines.

Some choose the indie route because they write for under-served audiences or tell stories that don’t align with traditional marketing expectations.

And let’s not forget, many wildly successful children’s book authors began as indie writers. Think Beatrix Potter!

Some of today’s top-traditionally published authors started by self-publishing their books online and building a fan-base without anyone’s permission.

Moreover, quality in indie publishing has dramatically improved.

Today’s indie authors may hire professional editors, cover designers, illustrators and marketing consultants. They attend writing conferences, take craft courses, and build polished platforms.

While it’s true that anyone can publish a book, it doesn’t follow that all indie books are subpar. Quite the opposite, many indie titles outperform traditionally published books in sales, especially in digital and niche markets.

So rather than seeing indie authors as failed trad authors, it’s more accurate to view them as entrepreneurs. Creative professionals who’ve taken their careers into their own hands.

Rick’s Commentary

This post is the first in a series exploring the realities of the indie author journey. The costs, the risks, the marketing strategies, and the tough choices. We’ll dive deeper into:

• Why indie authors struggle to get into bookstores.

• How royalties and distribution really work.

• What it takes to succeed as an indie author in 2025.

Whether you’re a reader curious about how your favorite self-published author got their start, or a writer wondering whether the indie path is for you - stay tuned.

This world is bigger and more exciting than ever.

And remember, no-one said it would be easy!

#bunyipsbooksbeyond