New Markets for Old Content

That title covers not only your book, but the ‘Content’ of your book; all that text that lies between the covers.

What you actually market when you sell a copy of your book IS the Content, and as the fairly new old saying goes, “Content IS King”.

Yes, indeedy, boys and girls. It’s all about the content, not the packaging. Let’s be very clear about that. You didn’t (no matter what you thought) write a book; you created marketable (we hope, we truly do hope) content.

That text you created can be sold in many different formats, and each of those formats represents a new market for your material, and that means an ADDITIONAL revenue stream for you. Think about THAT for a minute.

Same text, new revenue stream; wowie-zowie (I’m beginning to think about turning this blog post into a new Kindle book and making  you pay for it…).

But what the heck, I’m still feeling the love from Christmas and Hanukka, so we’ll do this one for free.

Most writers are now familiar with Kindle and other eBook formats. So that’s two ways you can market your text, and that means two separate revenue streams for you. If you don’t already publish in paperback or hardcover, you should, because not everyone owns, or ever will own, an eBook reader.

But that is not the end of your opportunities to expand the number of markets for your novel or non-fiction work; audio books are a billion dollar a year business right here in the USA. You owe it to yourself to look into this one. Amazon and Audible have an operation titled Amazon Creative eXchange (, and there are lots of different ways to connect with a narrator of your choice (the “Royalty Share Plan” is good if you’re short of cash or just want to share the sweat equity with the narrator/producer).

Another obvious and potentially very lucrative (although very hard to break into) opportunity to market your text is screenwriting. Many movies and made-for-TV scripts are derived from popular novels, and there are many small movie companies scattered around the country who just might be interested in YOUR product.

Just so you know that I’m not talking through my hat, my four novels are available though Amazon in both paperback (3 novels are, anyway), Kindle (all four, plus two non-fiction pieces) and the first two novels are now available in audio book format through Amazon, and iTunes. The other two novels will come out in audio format in 2014.

Screenplays are still under consideration.

Expanding the market for your work is not something you want to turn over to anyone else; why pay anyone a percentage of your royalties for doing something you can do for yourself? Get comfortable with one market before you start breaking into another. Be sure to do enough research to avoid the more obvious pitfalls in that new market before you commit yourself and your content to any company for distribution. Know what you’re getting into (and what you can expect to get out of it) before you do anything.  Don’t let your fear of the unknown stop you, either. Research is the key; do lots of research.

Self-preservation is a wonderful thing.

So is increasing your revenue stream.


About Gary Showalter

Gary Showalter was born in Honolulu, Hawaii. He lived in Aruba, Florida and the Panama Canal Zone before joining the U.S. Army during the 1960s. Following his discharge from the Army, Mr. Showalter picked cotton in East Texas, baled hay in Ardmore Oklahoma, sold light bulbs in Los Angeles, California, and built cattle pens in Fallon, Nevada (during a blizzard, of course). After settling in Atlanta, Georgia, Mr. Showalter worked as a professional gardener before turning his hand to furniture making. In 1981, he moved to Israel, married, and raised four children while working as a furniture maker, silversmith, goldsmith, and ornamental wood turner. He served in the Israel Defense Forces Reserves for sixteen years, and when not on active duty he worked in government and private security. He has also served in senior management positions in two software development companies in Israel. During his time in Israel, Mr. Showalter published articles dealing with international terror and the Israel-Arab conflict in the Jerusalem Post, Israel national News and several political science web sites. Mr. Showalter returned to the United States in the fall of 2003, to care for an elderly parent. He published his first novel, “The Big Bend”, in the fall of 2008. His second novel, “Hog Valley”, is now in print. Mr. Showalter's third novel, “Twisted Key”, was published in the fall of 2011, and his fourth novel, "Lonesome Cove" is now available in Kindle format and should be published in paper near the end of 2012. Those words were written a few years ago. Frankly speaking, the literary well has dried up. I now live in Dunnellon, Fl, where I amworking as the caretaker on a horse farm and looking to build a workshop here on the property where I can get back to building furniture. With any luck I will be sinking piers some time early in November and hope to have the floor joists ready for flooring by the end of the month. I'll get back to you on that.
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4 Responses to New Markets for Old Content

  1. Cindy says:

    How different is publishing to Barnes and Noble’s Nook format from publishing to Kindle format? Do you see yourself pursuing Nook format in the future?

    • B&N is probably as easy to publish into as Kindle, and it is free as far as I know. My books were in Kindle and B&N, but they didn’t sell on the B&N platform, so I pulled them.
      I won’t be moving into another eBook market any time soon. Kindle has over 60% of the eBook market, and I’m happy with that.

      • Cindy says:

        That’s a shame (about the Nook market.) My first eReader was a Nook Color, which my son now owns. Now I use the Kindle and Nook apps on my Android tablet. I still like the Nook app better than the Kindle app, and I still have gift card credit on B&N, but I use whichever app the book I am reading is available on. And Amazon sure has a competitive tablet in the marketplace now, so I can see them leaving B&N behind. Another case of better business decisions and marketing by one company over another resulting in greater success. I imagine I will also be migrating more and more towards Amazon/Kindle, but only after I finish using my B&N gift card credits. 🙂

      • I don’t blame you a bit for that decision! Preferences are all well and good, but being practical rules!

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