Choosing the Right Publishing Partner for Your Book Could Be as Important as Writing It
By Butch Gray | Giftkone Publishing Blog
You've finished writing your book. Congratulations! Now comes another important decision: Who should publish it?
When I began my writing and publishing journey, this was one of the questions that concerned me most.
Like many aspiring authors, I believed that once I finished writing my book, the hardest part of the process would be behind me. What I hadn't fully appreciated was just how much there was to learn about the business of publishing.
Where should I publish? How much would it cost? Who would own the rights to my work? And perhaps most importantly, which publisher would give my book the best opportunity to reach its intended audience?
My online research led me through what seemed like an endless collection of publishing websites, author recommendations, instructional videos, and sometimes conflicting advice.
Eventually, I discovered the Independent Book Publishers Association (IBPA), an organization that helped introduce me to the broader world of independent publishing.
Over time, I began publishing books through more than one platform. This gave me an opportunity to compare some of the advantages and disadvantages of different publishing services.
And I discovered something worth sharing with every new author:
The best publisher for one book may not be the best publisher for another—even when both books are written by the same author.
Not All Books Have the Same Publishing Needs
My own publishing experiences have covered several different genres and book formats.
Some of my publications are activity books, coloring books, journals, and children's books. Others are nonfiction, poetry, historical works, or contemporary adult romance.
You might think that publishing a children's coloring book would be much the same as publishing a romance novel.
It isn't.
A romance novel depends heavily on the reading experience, storytelling, editing, attractive cover design, and availability in print and digital formats.
A coloring book presents a different set of challenges. Paper quality matters. So do printing costs, page dimensions, illustrations, margins, and whether the publisher offers the kind of binding you want.
Children's picture books introduce still more considerations, particularly when color illustrations are involved.
Journals and notebooks may seem relatively simple, but even these products can have special publishing requirements.
Through research and experience, I came to understand that some publishing platforms are better suited to particular kinds of books.
That is why I encourage new authors to investigate more than one publishing option before making a final decision.
First, Understand What an Independent Publisher Really Is
One of the confusing things about independent publishing is that the term indie publisher can describe very different publishing arrangements.
There are three general categories worth understanding.
1. Independent publishing houses
These are publishing companies operating outside the major corporate publishing groups. Many specialize in particular genres or subjects.
They generally evaluate manuscripts and decide which books to publish. Depending on their business model, they may provide editing, cover design, production, distribution, and marketing support.
Authors typically enter into publishing agreements that define compensation, licensing, and rights.
2. Self-publishing platforms
Companies such as Amazon Kindle Direct Publishing, IngramSpark, and Lulu provide services that allow authors to publish their own books.
Here, you are effectively the publisher.
You make the decisions about your manuscript, cover, pricing, publishing schedule, and marketing. You also take responsibility for the costs of any professional services you need.
3. Hybrid publishers
Hybrid publishers combine certain elements of traditional and self-publishing.
Authors may contribute financially toward production and publishing services, while the company provides some editorial, design, distribution, or marketing assistance.
The quality of these arrangements varies considerably. Before paying a hybrid publisher, investigate its reputation, contracts, services, distribution capabilities, and royalty arrangements.
These are three different publishing paths. Understanding their differences can save you money, frustration, and disappointment.
Seven Independent Publishing Houses Worth Knowing
Some of the most respected independent publishing houses have built their reputations by focusing on particular kinds of literature.
They are worth knowing about, even if you eventually decide to self-publish.
1. Graywolf Press — Literary Fiction, Poetry, and Nonfiction
Located in Minneapolis, Minnesota, Graywolf Press is a nonprofit literary publisher known for carefully selected fiction, nonfiction, and poetry.
It has earned a reputation for publishing distinctive literary voices and works that might not fit neatly into commercial publishing categories.
Best suited for: Authors producing literary fiction, poetry, memoirs, and serious creative nonfiction.
2. Europa Editions — International and Translated Literature
Europa Editions has become known for introducing readers to literary voices from around the world.
Its catalog includes international fiction, translated works, and literary storytelling.
Best suited for: Writers of literary fiction and authors whose work has strong international or cross-cultural appeal.
3. Melville House — Fiction and Thought-Provoking Nonfiction
Melville House has established itself through literary fiction, political writing, investigative journalism, and books that explore important contemporary issues.
Its publications often appeal to readers seeking challenging ideas and distinctive perspectives.
Best suited for: Authors of literary fiction, political nonfiction, investigative works, and books addressing social issues.
4. Coffee House Press — Innovative and Experimental Writing
Coffee House Press is recognized for supporting literary works that challenge conventional expectations.
Its catalog includes experimental fiction, poetry, essays, and innovative nonfiction.
Best suited for: Writers with unusual literary approaches, experimental narratives, and creative works that cross traditional genre boundaries.
5. Akashic Books — Diverse Voices and Urban Fiction
Based in Brooklyn, New York, Akashic Books publishes literary fiction, crime fiction, political nonfiction, music-related titles, and children's picture books.
The company is particularly well known for its regional noir anthologies.
Best suited for: Authors working in crime fiction, urban storytelling, culturally distinctive literature, and socially conscious writing.
6. Authors Equity — An Alternative Publishing Business Model
Authors Equity represents a different approach to independent publishing.
Its model emphasizes collaboration and profit participation rather than relying exclusively on the traditional advance-and-royalty structure.
This makes it an interesting example of how independent publishers continue experimenting with the business of publishing.
Best suited for: Established or emerging authors interested in exploring alternative publishing partnerships and compensation arrangements.
7. Milkweed Editions — Literary Writing and the Natural World
Milkweed Editions is a nonprofit literary publisher whose catalog includes fiction, nonfiction, poetry, and translated literature.
Its publications frequently explore humanity, culture, the environment, and our relationship with the natural world.
Best suited for: Authors of literary fiction, poetry, environmental nonfiction, and thoughtful works examining the human experience.
An important note: These are selective publishing houses, not pay-to-publish services. Being a respected publisher does not necessarily mean that it is currently accepting unsolicited manuscripts. Always check submission guidelines before contacting an editor.
What About Authors Who Want to Self-Publish?
This is where my own publishing journey becomes especially relevant.
As someone who has published books in several different categories, I appreciate the freedom that self-publishing offers.
But freedom also brings responsibility.
You must make decisions about everything from manuscript formatting and cover design to pricing, ISBNs, distribution, and marketing.
Fortunately, independent authors have several publishing platforms to consider.
Amazon Kindle Direct Publishing (KDP)
Best for: Authors who want direct access to Amazon's marketplace.
Amazon KDP is one of the most widely used self-publishing platforms.
It allows authors to publish Kindle eBooks, paperbacks, and hardcovers without paying an upfront publishing fee.
For novelists, nonfiction writers, and authors of standard print books, KDP can be an attractive starting point.
Advantages:
Direct access to Amazon customers.
No upfront charge to upload and publish.
Kindle eBook and print-on-demand options.
Control over retail pricing within platform rules.
Useful tools for managing book listings and sales.
Potential disadvantages:
Authors remain responsible for most marketing.
Printing specifications and format choices are limited.
Certain types of books face special requirements.
KDP's free ISBN cannot be transferred to another publishing service.
Something especially important for authors of journals and coloring books is that KDP treats these products differently.
Blank journals and notebooks are generally classified as low-content books, while coloring books and puzzle books are generally not.
KDP also excludes coloring books and many low-content products from its Expanded Distribution program.
For a writer producing multiple types of books, these distinctions can influence publishing decisions.
IngramSpark
Best for: Independent authors interested in broader bookstore and library distribution.
IngramSpark gives independent publishers access to a large wholesale distribution network used by bookstores, libraries, and online retailers.
I consider this a particularly important option for authors who want their publications to have opportunities beyond Amazon.
Advantages:
Broad wholesale distribution network.
Paperback and hardcover publishing.
Access to bookstore and library ordering systems.
International distribution opportunities.
Useful for authors developing their own publishing imprint.
Potential disadvantages:
More decisions involving wholesale discounts and returns.
Printing and distribution economics require careful planning.
Availability through wholesalers does not guarantee placement on bookstore shelves.
That final point is extremely important.
Being available for a bookstore to order is not the same as having your book displayed on its shelves.
Authors must still promote their work and build relationships with booksellers, libraries, and readers.
Draft2Digital
Best for: Authors who want to distribute eBooks across multiple retailers.
Draft2Digital helps independent authors distribute books beyond a single online marketplace.
It can simplify some of the technical and administrative work involved in reaching multiple retailers.
Its services also include print distribution options.
Advantages:
Distribution to participating eBook retailers and library channels.
Helpful conversion and formatting tools.
Centralized management of multiple outlets.
Ability to select participating eBook stores.
Potential disadvantages:
Distribution fees reduce the author's share of sales.
Some direct-publishing options may offer greater control.
Authors must avoid overlapping print distribution arrangements.
For novelists and nonfiction writers who want readers to find their work in more places than Amazon, this platform deserves consideration.
Lulu
Best for: Authors who need flexible print formats and specialized book projects.
Lulu is another publishing option worth investigating, particularly for books that require print specifications different from standard novels.
Its publishing and printing services can accommodate a range of projects.
For authors producing journals, workbooks, illustrated books, and specialized publications, the available formats and printing options may be useful.
Advantages:
Print-on-demand services.
Multiple book sizes and binding options.
Options for personal printing and direct sales.
Useful possibilities for specialized print projects.
Potential disadvantages:
Production costs vary by format and printing choices.
Some projects may be expensive to print in small quantities.
Distribution options differ by product type.
The lesson here is to match the publisher's capabilities to the actual physical requirements of your book.
Which Platform Is Best for Your Particular Book?
Here is a simplified comparison to help new authors begin their research.
| Type of book | Publishing options worth comparing |
|---|---|
| Romance novels and general fiction | Amazon KDP, Draft2Digital, IngramSpark |
| Nonfiction and historical books | Amazon KDP, IngramSpark, Draft2Digital |
| Poetry and literary fiction | Independent literary presses, KDP, IngramSpark |
| Coloring and activity books | Amazon KDP, Lulu, IngramSpark |
| Journals and notebooks | Amazon KDP, Lulu, IngramSpark |
| Illustrated children's books | Lulu, IngramSpark, KDP, specialized children's presses |
| Books intended for bookstore ordering | IngramSpark, other trade-distributed publishers |
| International eBook distribution | Draft2Digital and direct eBook retailers |
This chart is a starting point, not a guarantee that every product is eligible for every service.
The exact specifications of your book can make a significant difference.
For example, a full-color children's picture book and a black-and-white activity book may have entirely different printing costs, even if they contain the same number of pages.
Don't Forget About ISBN Ownership
Another lesson I learned through my publishing research concerns the International Standard Book Number, commonly known as the ISBN.
Some self-publishing services offer free ISBNs.
At first glance, that can look like a very attractive benefit, particularly to new authors trying to keep expenses down.
But there is something worth considering.
A free ISBN supplied by a publishing platform may only be usable through that service.
Purchasing your own ISBN gives you more flexibility to use different publishing and distribution services for the same edition, provided you follow their requirements and avoid duplicate distribution conflicts.
It also allows you to identify your own publishing imprint as the publisher of record.
In my own publishing catalog, I have purchased ISBNs for approximately half of my books.
That experience has made me increasingly aware of the importance of understanding ISBN ownership before publishing.
For writers planning to publish multiple titles under their own imprint, this is a subject worth researching carefully.
Seven Questions I Recommend Asking Before Choosing a Publisher
Before committing your manuscript to any publisher or publishing platform, ask yourself:
Does this publisher specialize in my type of book? A publisher successful with literary fiction may not be suited to producing an illustrated children's activity book.
What will publishing actually cost me? Consider editing, cover design, formatting, printing, distribution, and marketing—not just the initial publishing fee.
Who controls the publishing rights? Understand what rights you retain, what rights you license, and how you can end an agreement.
Where will my book be available? Amazon, bookstores, libraries, international retailers, or only through the publisher's website?
How much will I earn from each sale? Compare royalties or profit shares after printing, distribution, and other applicable costs.
Can I use more than one publishing platform? Check exclusivity agreements, ISBN requirements, and overlapping distribution arrangements.
What support will I receive after publication? Does the publisher provide marketing services, editorial assistance, or promotional opportunities, and exactly what is included?
These questions can help separate attractive advertising from a publishing arrangement that actually serves your goals.
A Valuable Resource: The Independent Book Publishers Association
One of the more useful discoveries during my early research was the Independent Book Publishers Association.
The IBPA provides educational resources, publishing information, networking opportunities, and professional guidance for independent publishers and author-publishers.
For a new writer, it can be helpful simply to discover how much there is to learn about publishing as a business.
The association is not itself a book publisher. Rather, it is a resource for people involved in independent publishing.
You can learn more at:
Independent Book Publishers Association: https://www.ibpa-online.org/
My Advice: Don't Be Afraid to Use More Than One Publisher
One of the advantages of being an independent author is that you do not necessarily have to place every book with the same publishing service.
My own experiences have helped convince me of that.
The publishing requirements for a children's coloring book may be very different from those of a contemporary romance novel.
A historical nonfiction book intended for libraries might benefit from a different distribution strategy than a journal designed primarily for individual online buyers.
The important thing is to understand what each service offers.
And remember, using multiple publishing platforms requires careful coordination of ISBNs, distribution rights, and retail listings.
There is also another consideration that I believe deserves more attention.
Publishing your book is only part of the journey. Getting readers to discover it is another challenge entirely.
You can produce an excellent book, select a reputable publishing platform, and create an attractive cover.
But without promotion, reader engagement, and some understanding of the book marketplace, your publication may remain difficult to discover.
That is why I believe authors should begin thinking about marketing and distribution long before their books are ready for publication.
Final Thoughts: The Best Publisher Is the One That Fits Your Goals
When I first began researching independent publishing, I wanted to know which company was the best.
Today, after publishing books in several genres and formats, I would ask a different question:
Which publishing company is the best for this particular book, its intended readers, and my long-term goals as an author?
There isn't one perfect answer.
A publisher that works wonderfully for another writer may be completely wrong for your project.
Consider your budget, your book's genre, your intended audience, the physical format, your distribution needs, and how much control you want over the finished product.
Most importantly, do your research before signing an agreement or uploading your manuscript.
Writing a book takes imagination, determination, and a great deal of work.
Choosing the right publishing partner deserves some of that same careful attention.
And remember:
You don't have to publish every book the same way. You only have to find the publishing approach that gives each book its best opportunity to succeed.
Let's Hear From You!
Are you a new author wondering where to publish your first book?
Or have you already published through Amazon KDP, IngramSpark, Lulu, Draft2Digital, or an independent publishing house?
I'd be interested in hearing about your experiences.
Which publishing service has worked best for you, and what would you recommend to someone just getting started?
Share your thoughts, experiences, and questions in the comments.
Your experience might help another author avoid an expensive mistake—or discover a publishing opportunity they hadn't considered.
Keep writing, keep learning, and keep sharing your stories!
Giftkone Publishing Blog — A place for writers, independent authors, and readers to share ideas, experiences, and a love of books.




