{"id":958,"date":"2015-01-30T07:17:07","date_gmt":"2015-01-30T12:17:07","guid":{"rendered":"https:\/\/lgoconnor.com\/site\/?p=958"},"modified":"2015-01-30T07:17:07","modified_gmt":"2015-01-30T12:17:07","slug":"interview-amy-edelman-founder-and-president-of-indiereader","status":"publish","type":"post","link":"https:\/\/lgoconnor.com\/site\/interview-amy-edelman-founder-and-president-of-indiereader\/","title":{"rendered":"Interview: Amy Edelman, Founder and President of IndieReader"},"content":{"rendered":"<p>I\u2019m thrilled to welcome Founder, President, and Cheerleader of <strong><em>IndieReader<\/em><\/strong>, <strong>Amy Edelman<\/strong>, to <em>Creating the Write Reality<\/em>. A respected publication founded in 2009, IndieReader targets customers (readers and the trade) looking for great independently published books. Not just a publication, IndieReader offers many services for authors: Reviews, IndieReader Discovery Awards, Publishing Services, Curation service to Scribd and Bibliolabs, In-store distribution, and more.<\/p>\n<p><a href=\"https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-959 size-medium\" src=\"https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new-200x300.jpg\" alt=\"Amy new\" width=\"200\" height=\"300\" srcset=\"https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new-200x300.jpg 200w, https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new-100x150.jpg 100w, https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new-267x400.jpg 267w, https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new-53x80.jpg 53w, https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new-147x220.jpg 147w, https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new-67x100.jpg 67w, https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new-159x238.jpg 159w, https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new-277x415.jpg 277w, https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new-13x20.jpg 13w, https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2015\/01\/Amy-new.jpg 300w\" sizes=\"(max-width: 200px) 100vw, 200px\" \/><\/a>Amy has over twenty year of experience as a publicist, but she is also a published author. Self-publishing her first book, <strong><em>The Fashion Resource Directory<\/em><\/strong>, in the 80s before it was fashionable, she went on to publish her next two books traditionally. <strong><em>The Little Black Dress<\/em><\/strong> and <strong><em>Manless in Montclair<\/em><\/strong> were published by Simon & Schuster and Shaye Areheart Books (Crown imprint). Having experience as a hybrid author has given Amy a unique perspective when it comes to what authors need.<\/p>\n<p>Just a little background before we begin. For me, finding IndieReader was a breath of fresh air for my second book after publishing my first with a small press that provided traditional distribution. Going \u201cindie,\u201d I found myself in the position of \u201cAuthorpreneur,\u201d wanting the same traditional distribution advantages for my second micro-published print book that I had with my first. But traditional distribution alone isn\u2019t enough. Just because your book is available, doesn\u2019t mean the trade will buy it. Two more things need to happen: validation on the quality of the book and discoverability.<\/p>\n<p><a href=\"https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2014\/11\/FINAL-COVER-Wanderers-Children-10-2-14-e1417361293687.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-908 size-medium\" src=\"https:\/\/lgoconnor.com\/site\/wp-content\/uploads\/2014\/11\/FINAL-COVER-Wanderers-Children-10-2-14-200x300.jpg\" alt=\"FINAL COVER Wanderer's Children - 10-2-14\" width=\"200\" height=\"300\" \/><\/a>This is what led me to leverage the IndieReader In-Store (IRIS) program (using Ingram Wholesale) to put some weight behind my micro-published book. For a nominal fee, the program includes:<\/p>\n<ul>\n<li>A professional review by the IR Staff. Fortunately, I received a 4.5 star review, giving my book the \u201cIndieReader Approved\u201d quality seal.<\/li>\n<li>Inclusion as part of the Indie Reader catalog collection on Edelweiss, a digital cross-publisher catalog service used by B&N, independent booksellers, libraries, etc., where a Digital Review Copy of my book is available for download on the Edelweiss social networking platform (similar to NetGalley) for booksellers, librarians, and bloggers.<\/li>\n<li>Inclusion of my book\u2019s title, cover and information (tip sheet) in ABA (American Booksellers Association) Red Box mailings (an in-store marketing action kit) sent to 1,100 ABA member stores.<\/li>\n<\/ul>\n<p>With that, let\u2019s begin. Amy, thank you so much for taking the time to be here today! It\u2019s been great working with you so far, and I\u2019ve appreciated your responsiveness and support as part of the IRIS program. I think this in an amazing option for indie authors looking to have some \u201ctraditional\u201d advantages.<\/p>\n<p><strong>Q: As a published author, you have a unique perspective on the kinds of services author crave. Can you tell us a little about each of the services and how these offerings can help authors?<\/strong><\/p>\n<p>What initially drove me to create IndieReader was what I saw as the ridiculously uneven playing field between the opportunities available to traditionally published versus self-published authors.<\/p>\n<p>As a twice traditionally pubbed author I knew that there were certain services that came with the \u201cterritory\u201d, namely free book reviews and in-store distribution.\u00a0 What I didn\u2019t understand at the time was that I was indirectly paying for those reviews\u2014in outlets like People magazine, Publisher\u2019s Weekly and Kirkus\u2014via a percentage of my royalities (most publications provide reviews in exchange for publisher\u2019s advertising dollars).\u00a0 As far as getting the front table at bookstores including Barnes & Noble, that was also being paid for indirectly by me through my publisher.<\/p>\n<p>As both a self and traditionally published author I have found there advantages and disadvantages with each.\u00a0 What appeals to me most, as a self-pubbed author, is the artistic control.\u00a0 The very words \u201cself-published\u201d suggest that the author is the sole visionary behind a work. They could have others assist, of course (and that\u2019s where IR\u2019s services some in) but the control, the decisions\u2014and the resulting expenses\u2014are all the authors.<\/p>\n<p>As far as IndieReader (the online magazine launched 6 years ago this month), our focus continues to be indie reader-friendly features like author interviews; \u201cAlike But Indie\u201d and \u201cHot Indie Cover Boys\u201d; our weekly news round-up, \u201cIndie Voice\u201d; our weekly updated bestseller list, aka the \u201cList Where Indies Count\u201d (where dozens of titles and authors have been signed by traditional publishers) and, of course, our book reviews.<\/p>\n<p>The bulk of our author\u2019s services came a little later than the on-line magazine and have pretty much grown organically in that we\u2019ve only added services as authors have expressed a need.<\/p>\n<p>We added IndieReader Reviews mainly because we wanted to include them in IR\u2019s content in order to help readers distinguish the good books from the bad.<\/p>\n<p>A year or so after we began offering reviews, we launched the IR Discovery Awards. The reason?\u00a0 We were reading such great books, and the existing award opportunities didn\u2019t appear to have the framework in place to take deserving authors to the next level of discoverability. \u00a0I\u2019ve spent most of my working life as a publicist and was formerly trad pubbed, so I was lucky enough to have contacts who I could reach out to to get on board.\u00a0 From the start, we\u2019ve been lucky to have supporters including Amazon\u2014who provides the winners Kindles\u2014and Kirkus, who provide two reviews for the main winners.<\/p>\n<p>After the first couple of years (we\u2019re in the midst of our fourth IRDAs) we were reading such great books that we thought we should get a bonafide literary agency to agree to take a look at the IRDA winners (at that point we were working with a bunch of agents at ICM, where my book agent is based, but we didn\u2019t have any kind of deal in place for them to actually sign-up the winning titles).\u00a0 A year and a half ago IR formed an alliance with Dystel & Goderich Literary Management, whose client list includes indie (and formerly indie) authors including Tracey Garvis Graves, Colleen Hoover, Abbi Glines and Samantha Young.\u00a0 D&G agreed to review the top winners of the IRDAs with an eye towards signing them for\u00a0representation.<\/p>\n<p>So now that IR was taking the position that self published books could not only be good, but <em>great<\/em>, we thought it was our responsibility to help get the word out there for all the worthy authors.\u00a0 And that\u2019s when we started IR Curation, which takes the books that have recv\u2019d 4-5 star reviews\u2014via their entry into IRDAs and reviews\u2014and put them into our App (IndieReader), promote them through our editorial partnership with the <em>Huffington Post<\/em> and <em>USA Today <\/em>and offer them for sale via sites that were interested in working with us, such as Scribd (the book subscription service) and BiblioBoard (founded by the same guy who founded CreateSpace and targeted to libraries).<\/p>\n<p>We started IR Pub Services around the same time as the reviews and they are pretty soup-to-nuts, including everything from editing and formatting to design and publishing.<\/p>\n<p>IR In-Store, our unique indie (books) to indie (bookstore) distribution service came about last year because, frankly, an ebook can get a self-pubbed author only so far.\u00a0 The truth remains that ebooks are still a small portion of overall sales and that book discovery begins at the physical bookstore (no one visits Amazon to peruse the shelves) and indie authors were almost completely shut out of all but the most local of bookstores.<\/p>\n<p>From the retail side, indie bookstores are realizing that they need an edge over competition and that having indie authors available in their store (and local indie authors available at in-store events) gives them that edge.\u00a0 I have to admit that this is the service of which I\u2019m most proud, as it goes a long way to even-ing out the playing field for indie authors.<\/p>\n<p><strong>Q: I love the whole concept behind the IR Discovery Awards which actually leverages agents, traditional publishers, public relations professionals, bloggers and reviewers as judges. This gives indie books exposure where they may not have received it before. I know that at least one author \u2013 Tracey Banghart \u2013 went on to signing a contract with Alloy Entertainment for her book The Shattered Veil, which was re-released as Rebel Wing (<a href=\"https:\/\/lgoconnor.com\/site\/author-spotlight-tracy-banghart\/\">Author Spotlight: Tracey Banghart<\/a>). Are there other success stories for this program you can share?<\/strong><\/p>\n<p>It was actually the originally self-pubbed <em>Still Alice<\/em> (now a movie starring Julianne Moore who recently won a Golden Globe and a SAG Award for her performance) that led me to launch IndieReader in the first place.\u00a0 I wanted to prove to <em>readers<\/em>\u2014I still do\u2014that all self-pubbed works weren\u2019t crappy books written by authors who couldn\u2019t get a trad pubbed book deal.<\/p>\n<p>As far as IRDA winners who have gone onto being trad pubbed, it\u2019s important to note that for many of them, getting a trad publishing book deal is not their main motivation, but getting greater exposure for their books <em>is<\/em>.\u00a0 To that end IRDA fulfills its commitment annually as our winners list gets picked up by major news outlets such as <em>The Huffington Post, USA Today<\/em> and trade publications including Shelf Awareness and Publisher\u2019s Lunch.\u00a0 Also, we have a lot of authors who come back and enter other books in the IRDA\u2019s and\/or sign up for reviews, so I\u2019d have to say that they\u2019ve been happy with the results.<\/p>\n<p><strong>Q: The IRIS program is such an exciting option for authors, tell us a little bit about how the program is doing. Is it getting the attention from bookstores and libraries that you expected? Any success stories to share there?<\/strong><\/p>\n<p>The program\u2014which, as you probably know, is the <em>only way for indie authors to make their books available to indie bookstores nationwide<\/em>\u2014is doing fine, but not as well as I had hoped when we launched it last year.\u00a0 Frankly, we expected more enthusiasm from indie authors, as the general rule of thumb is that bookstores are ground zero for discovery, something that self-pubbed authors need more than their traditionally published counterparts.<\/p>\n<p>Also important to note, the sales to bookstores in just one element of IR In-Store.\u00a0 The other\u2014<em>included in the IRIS fee<\/em>\u2014is the ability of librarians, bookstore buyers and bloggers to review included titles via the IRIS\/Edelweiss Digital Review Services (similar to NetGalley, a service that costs indie authors upwards of $300 to participate).\u00a0 IR does get a monthly report on these uploads, which is forwarded regularly to participating authors who are have been thrilled with the results.<\/p>\n<p>As far as attention from booksellers and libraries, IR\u2014like the traditional publishers who sell books via Edelweiss\u2014aren\u2019t privy to the sales and returns of the 37,000 individual booksellers.\u00a0 We do believe that overall the participating authors are having a good experience, mainly because they have come back and added other titles.<\/p>\n<p><strong>Q: If you are part of one program, such as IRIS, can you also leverage the others? Meaning, for the Curation service and IR Discovery Awards, both of which require reviews, can your IR review from IRIS count to qualify you or do you need a second review?<\/strong><\/p>\n<p>Yes, all of the services IR offers are complimentary to each other, with the starting point\u2014for the IRDAs, IR In-Store and Curation\u2014a book review.\u00a0 For that reason we offer discounts if an author signs up for the IRDAs and buys a book review and, as per your question above, if their book has already been reviewed by IR they can subtract that fee when they sign up for IRIS.<\/p>\n<p><strong>Q: Are there any trends you are seeing in the industry that may shape current or future services? Where do you see areas of rising need?<\/strong><\/p>\n<p>I think that entering 2015 IR is prepared to offer authors all they need in terms of services.\u00a0 At this point I\u2019m just waiting for more <em>readers<\/em> to join the party and realize that talent and quality of books out there.\u00a0 I\u2019ve always felt that indie authors should enjoy the same cachet and recognition of other indie artists (ie musicians and filmmakers), but despite hundreds of indie authors being discovered and signed by traditional publishers\u2014therefore reinforcing the fact that there are some great indie books\u2014it still hasn\u2019t happened. But it won\u2019t stop us from continuing to try.<\/p>\n<p><strong>Q: What\u2019s next for you as an author? Any new book projects to share?<\/strong><\/p>\n<p>It\u2019s funny, but I never really considered myself a bonafide author because I never really had much of an imagination (I\u2019ve written one nonfiction book and one \u201calmost\u201d memoir and I\u2019m in awe of authors who bang out 2 or 3 books a year).\u00a0 In fact when I was having trouble with part of my manuscript for <em>Manless in Montclair<\/em> I asked my longtime agent and friend what \u201creal\u201d writers do.\u00a0 She said \u201cyou are a real writer!\u201d and we left it at that.<\/p>\n<p>I originally started IndieReader as a distraction from my longtime PR work (for consumer company\u2019s including M&Ms, Hanes and Dunkin Donuts) and a full-blown mid-life crisis and since then it\u2019s turned into a pretty full-time gig.<\/p>\n<p>Also, my first book (<em>The Little Black Dress<\/em>) was written in \u201995 through \u201996 and pubbed in 1997 and my second\u2014written through 2003-2004 and pubbed in 2007\u2014so I feel like the 10 years apart thing buys me some time.<\/p>\n<p>Thank you so much for joining us, Amy! It was a pleasure.<\/p>\n<p><em><strong>Your turn: What questions do you have for Amy?<\/strong><\/em><\/p>\n<p><strong>To learn more about IndieReader\u2019s Author Services, click here:<\/strong> <a href=\"http:\/\/indiereader.com\/authorservices\/\">http:\/\/indiereader.com\/authorservices\/<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019m thrilled to welcome Founder, President, and Cheerleader of IndieReader, Amy Edelman, to Creating the Write Reality. A respected publication founded in 2009, IndieReader targets customers (readers and the trade) looking for great independently published books. Not just a publication, IndieReader offers many services for authors: Reviews, IndieReader Discovery Awards, Publishing Services, Curation service to [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[188,54,4,151,107],"tags":[189,161,190,191,343,110],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Interview: Amy Edelman, Founder and President of IndieReader - LG O&#039;Connor<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lgoconnor.com\/site\/interview-amy-edelman-founder-and-president-of-indiereader\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview: Amy Edelman, Founder and President of IndieReader - LG O&#039;Connor\" \/>\n<meta property=\"og:description\" content=\"I\u2019m thrilled to welcome Founder, President, and Cheerleader of IndieReader, Amy Edelman, to Creating the Write Reality. 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