Elephants are big and powerful. You can’t miss them and don’t want to stand in their way. There’s a lot to like about elephants. But there’s a problem with elephants: they can’t tap dance.

Major publishers are like elephants. They make a big splash in the pool of public awareness. They carry the bulk of book promotions and sales. They are noticed wherever they go and if you are an author, you want to be invited to ride them. But they can’t move as quickly and adeptly as competitors in a rapidly changing market.

As the publishing industry is changing to meet reader and author interests, smaller indie and university publishers are gaining on the behemoths of the book world. Even self-publishing is surging ahead in its ability to connect authors and their books with booklovers.

At last month’s Book Expo America, North America’s largest convention for the publishing industry, the biggest booths and the longest lines for author autographs were hosted by the major publishers, whose names you already know. And some giants you’ve never heard of: The largest presence, in booth size and speakers, was China (North America is viewed by China as a major market for publishing services as well as readers of Chinese and Chinese-to-English translations). But the programs discussing what is new or changing in the book world were largely run by indie publishers and self-publishing/marketing services.

Two sentiments frequently heard at BEA: 1) Major publishers put the bulk of their marketing support behind already-well-established authors leaving lesser-known authors to fend for themselves; smaller publishers have smaller marketing budgets but will work harder for emerging authors. 2) There are more choices and opportunities than ever for authors to make their mark in the book world.

Lines are blurring among service providers. For example some book distributors have become book producers with quality that successfully competes with traditional printing. Meanwhile, other distributors are helping authors get into previously inaccessible target markets such as libraries and the military. The internet and social media have opened doors wide for authors to promote their brand and their books where readers are increasingly influenced on buying decisions.

The savviest self-published authors have sold millions of books, matching or surpassing major publishers. The operative word is “savvy” – from good writing to production, distribution and marketing – regardless of who publishes a book, all the pieces of the puzzle must fit together to make a book a success. Authors must be prepared to walk their brainchild (or brainchildren) past the embryonic stage and birth to a long and successful life.

Future Book●ed blog posts will help authors through the process. To see my previous posts with information Authors should know, go to Categories and click For Authors.