Traditional media, when used correctly, can still be a powerful tool for authors. This is outlined by the benefits achieved by going on TV, going on radio or having a review of you or your eBook published in a newspaper. These forms of media can still provide you with immediate recognition and credibility as well as leading to other opportunities.

The way we market online is constantly evolving. Each year brings a "hot" new medium for reaching your audience and right now it is content marketing (via blogs, podcasts, and video). As you can see with the expansion of the internet that content does not have to be limited to the written word.

All of the techniques listed in this handbook are specific to eBook marketing. They are more to do with "Web 2.0" and leveraging the power of the internet to reach your audience.

On the Other Hand Traditional Marketing Would Involve the Following:

1. Printed news releases

2. Visiting book clubs

3. Advertising and direct mail

4. Testimonials and endorsements

5. Book reviews

6. Radio and TV talk shows

7. Book signing in stores

8. Award programs

9. Speaking

10. Trade shows, book fairs and festivals

As you can see many of these methods require a lot of time and cost. Some can still be effective for eBook marketing but they may just not be at the top of your list.

With regards to traditional publishers, they are good at what they do, and that is to produce quality books. Where many often fall short is when it comes to marketing and promotion. Self publishing sites today not only help you to produce a quality eBook they also provide you with the tools and resources to promote it.

As a side note; many of the traditional publishing houses that are losing money and blaming the economy for their losses are also the ones who haven't changed and adapted to new world technologies. The rapid decline in revenues can be contributed to this "generational" shift towards digital publishing. So, as an author, if you do go with a publisher be sure to do some research on them to make sure that they are utilising all current tools and technologies available to assist you.

What Are the Pros and Cons of Traditional Publishers?

Are there still benefits to traditional publishing that could be of benefit to you as an author? Of course, but you will need to way up these benefits in relation to what else you give up by allowing them to have control over your eBook.

The Benefits of a Traditional Publisher Are:

They have experts working on staff full-time to assist with the editing, printing and distribution of your books to bricks and mortar stores.

There is still a lot of prestige associated with having your book published by a well know publisher. Who wouldn't love to see their book on a store shelf published by Penguin or Harper Collins!

The Potential Drawbacks of a Traditional Publisher Are:

You will give up a lot of control over your eBook. This may include not having a say in the style of your cover, the title, description or where it is distributed.

The time to publication can be a long drawn out process that will cause you frustration. Especially knowing that you can now have your eBook up and for sale within a few days on most top stores.

You may no longer hold the rights to your eBook which for me, is the deciding factor in not publishing via these traditional methods

Where Does All the Money Go?

Have you ever compared the numbers behind the publishing of a book in print compared to a book in digital format? Have you ever wondered why authors receive very little of the retail price of their book?

Why are margins greater for eBook authors?

Below I have documented where some of the money goes. The key point to note is that with eBooks there are no longer big costs associated with production (low if any), storage and shipping. The costs for marketing will also be lower if you use the many free techniques presented to you in this eBook. If you choose paid options then that will come down to the return you receive for every dollar spent.

Here's Where the Money Goes in Traditional Publishing Models for Books:

1. Production of book

2. Cover design

3. Typesetting

4. Copy-editing

5. Wholesale proceeds to publisher

6. Storage and warehousing of books

7. Shipping and delivery

8. Marketing and promotion

9. Author's royalties

10. Publisher's gross margin

All this information is provided so that you can make better informed decisions. I still enjoy books in print and know that anyone who has walked into a book store and seen their book on the shelf for sale has received a buzz. So it's all about considering the best return for you as an author.

Key Point

Many of the "traditional publishers" have either failed to adapt to the new world of digital publishing and marketing and have gone under. There are those publishers who have been pro-action and adapted. So be sure you learn what each publisher can and is willing to do for you as they are not all alike.