How to protect yourself from lower textbook royalties from foreign sales

Textbook authors need to be alert for the possible impact on them of the practice among some U.S. textbook publishers of selling books in foreign countries using an “inter-company” transfer price.

U.S.-based publishers generally sell into overseas markets through relationships with foreign publishers based in the destination country. Books sold in this way are sold to the foreign publisher at a discounted price to compensate the foreign publisher for its role in the distribution process. In such a case, the author’s royalty is calculated on the lesser amount received by the U.S. publisher from that sale.

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‘Publication party’ great way to promote your new textbook

Writing a textbook not only has the potential to generate royalties, but is also a great way to advance your career. Karen Morris, author of Hotel, Restaurant and Travel Law, has used her textbook to do just that by hosting a “Publication Party” each time a new edition of her book is published.

A “Publication Party” is an event designed to celebrate the accomplishment of completing the book and to remind people that you are an author.

“If you don’t take advantage of this opportunity to promote yourself, in my mind, it is such as wasted opportunity,” said Morris, also distinguished professor at Monroe Community College. “It’s a way to gain publicity and notice, which is part of my goal in writing textbooks.”

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6 Tips for marketing your textbook

Q: “I have been writing a textbook but so far have been unable to interest a major publisher. I may publish it with a small publisher without a sales force. That leaves me to market the textbook. Can you share some advice for what I should do in this situation?”

A: Robert Christopherson, professor emeritus of geography at American River College and author of the leading physical geography textbooks in the U.S. and Canada:

  1. Examine similar textbooks in the field you are writing in over the past 10 years. Record publisher names, editors listed on the copyright page, and begin a list of any reviewers listed in the Preface. This process will give you an idea of publishers active in the discipline and some you might want to contact with your proposal.
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Q&A: What percentage of sales are lost to the used book market over the life of an edition?

Q: “Does anyone know a “rule of thumb” about what percentage of sales are lost to the used book market over the life of an edition? In other words, if the adoption rate remains basically static, how do royalty returns typically decline after the edition has been on the market for one year/two years/three years?”

A: Robert Christopherson, author of Geosystems:

“Quick response on used-book impact. With my 3-year revision cycle we do not stay ahead of the used-book sales erosion. Fortunately in my field there is so much dynamic change that such a revision cycle is warranted.

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Q&A: Is it acceptable to submit your proposal to multiple publishers?

Q: “When seeking a new publisher, do I only talk to one acquisitions editor at a time (wait for them to send my materials out for review and either other a contract or not) before sending material out to any other editor, or is it acceptable to send materials out to 2 or 3 at once?”

A: Richard Hull, Former TAA Executive Director:

“Self interest indicates you should send the proposal out to as many publishers as you can, trying to maximize your chances of getting an acceptance. But this may lead to other moral dilemmas: what if you get an early response, accept the offer, and just as you are about to close the deal you get another, better offer?

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Q&A: Tips on copyrighting your completed textbook

Q: “I have recently completed a textbook, and am searching for a publisher. Should I have the book copyrighted?”

A: Mary Ellen Lepionka, author of Writing & Developing Your College Textbook: A Comprehensive Guide:

“You can, or the publisher can do that for you in your name. The publisher typically pays the fee and sends two finished copies to the Library of Congress when the book is out. Request that the publisher register the copyright in your name, which is normal unless you have permanently assigned copyright to the publisher. My understanding is that in signing the publishing contract you do assign exclusive copyright use to the publisher (hopefully for a specified time rather than indefinitely), after which rights can revert to the author. However, an original work is ultimately, automatically, the property of its author or creator, which is a separate function from granting rights.

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