Crucial Insights for Indie Writers and Publishers at the 2025 US Book Expo

Crucial Insights for Indie Writers and Publishers at the 2025 US Book Expo

Attending the US Book Show was a thrill! The grand New York Academy of Medicine played host to this massive event, surrounded by Central Park's charm and the bustle of midtownNYC at a cool distance. The spectacular library-turned-hall made for an inspiring backdrop as the best minds in the publishing biz gathered.

Bigwigs and underdogs alike graced booths displaying the latest innovations, from LMBPN (one of our favorite customers) and World of Books to Bowker and the blockchain-focused book.io. Audible, Publiship, and Stable Book Publishing/Perfect Bound showcased the diverse publishing ecosystem we're currently knocking out of the park.

Networking with old industry buddies and making new connections was a highlight, but the conversations during the day confirmed trends we've been tracking at our site. If you're an indie publisher or author navigating today's complex publishing scene, read on—these insights can help you chart a course to success in this era of rapid transformation.

The Retail Reality: Advantage, Indies!

Retail drama? Target decreased fiction shelf space to a measly foot per store. Yeah, mind-blown! But here's the silver lining: traditional publishers who once relied on retailers for shelf space are now facing the same constraints. Meanwhile, indies who've already embraced digital strategies are perfectly poised to capitalize on the shift towards online discovery and sales.

Our platform's global distribution network, reaching over 400 digital platforms worldwide, enables indie publishers access to markets once exclusive to major publishers. Game changer, baby! Whether you're peddling ebooks, audiobooks, or print-on-demand titles, we make sure your books reach eager readers wherever they shop.

Audio: Indie's New Gold Mine

Impressive numbers: the Audio Publishers Association reports that audiobook sales revenue reached $2.22 billion in 2024, skyrocketing 13% compared to the previous year. Nearly 51% of Americans aged 18 and older have listened to an audiobook, and the percentage of non-listeners expressing interest is growing.

Sarah Cantin, VP & Editorial Director of Fiction at St. Martin's Publishing Group, nailed it with this gem: "If an author is not going to have necessarily the same chance to 'reinvent in paperback,' maybe there's going to be longer tail growth with the audio, and that's where they're going to pick up new readers." Exactly! This is especially relevant for indie publishers, who can capitalize on the growing market while bigger publishers are still figuring out their audio strategies.

General Fiction, Science Fiction/Fantasy, Romance, and General Non-Fiction (c'mon, indies rule those genres) account for the largest shares of audiobook revenue. The children's market is exploding, with full cast audiobooks commanding premium prices and generating higher engagement.

For indies, our platform opens doors to all major audio platforms, including Audible, Google Play Books, and Apple Audiobooks. Our streamlined process helps publishers get their audio content to market faster than traditional publishers can navigate their corporate red tape.

TikTok Shop: The Unexpected Opportunity

TikTok Shop's rise as a legitimate book sales channel brought excitement to one and all. This platform offers indie publishers the chance to compete evenly with major publishers.

Hachette shared their experience launching on TikTok Shop last November, while Charlotte Bryla provided a perfect example of TikTok Shop's potential: a book first published in 1995 sold out completely within five days following its feature on TikTok Shop. Wowza!

Michael Zhu, Head of Books & Entertainment at TikTok Shop, revealed the secret sauce: authentic creator conversations about books they're reading, not polished marketing campaigns. This is where indie publishers excel.

Romanian publishers featuring herbal medicine and survival skills books scored over one million copies sold through TikTok Shop utilizing targeted affiliate strategies. "Hear Your Story," a self-published guiding journal, sold well with its personal touch. Go, indies!

The Creator Economy: Where Indies Shine

Did you think indie publishers would struggle in the creator economy? Think again! Indies have a natural advantage, being nimble and capable of forging authentic connections with passionate creators aligning with niche audiences.

Multiple speakers stressed the importance of focusing on micro-influencers with smaller but engaged audiences over mega-influencers with millions. Indie publishers can build stronger relationships, resulting in better books and marketing campaigns that don't break the bank.

Getting authors on niche podcasts with 8,000 listeners (7,900 of which are actual book buyers) is a better use of resources than scoring coverage in prestigious media outlets with massive but unengaged audiences. Nail on the head!

Direct-to-Reader: Indie's Superpower

Indie publishers thrive on building direct relationships with readers, but many traditional publishers struggle due to existing retailer relationships and corporate policies.

Our platform helps indie publishers experiment with direct sales, exclusive content, pre-order campaigns, and personalized reader experiences that larger publishers simply can't match. Our metadata optimization tools use AI to improve discoverability across platforms while our AI-driven cover generation tools help you test designs and find what resonates best with your audience.

Reviews and Reality: Embrace Authenticity

Vida Engstrand from Kensington Publishing nailed it with her realistic perspective: "Everyone is midlist." She shared the example of a New York Times-reviewed author whose book had minimal reviews on Amazon and wasn't selling well. Tough but true!

For indie publishers, authentic reader engagement is paramount. You don't need access to major media outlets to succeed; you need to build genuine relationships with readers who will authentically recommend your books.

AI and Human Touch: A Powerful Duo

Throughout the show, AI was a recurring topic. The consensus was clear: AI isn't replacing human creativity but complementing it. AI excels at brainstorming, generating raw ideas, but human creativity shapes those ideas into something meaningful.

AI tools are proving particularly valuable in managing production workflows, optimizing marketing campaigns, and handling daily administrative tasks. Time-saving helpers indie publishers can't resist!

Practical Takeaways for Indie Publishers

Based on the insights from the US Book Show, here's a roadmap for indie publishers' success:

1. Embrace Audio First: Audiobook market opportunity topping $2.22 billion and growing annually. Don't wait, say yes to audio now!
2. Focus on Micro-Creators: Form partnerships with passionate creators aligning with niche audiences to enhance discoverability and reader engagement.
3. Invest in Direct Relationships: Build connections with readers, fostering loyalty through email marketing, exclusive content, and personalized experiences.
4. Leverage AI Thoughtfully: Use AI tools for optimization, workflow management, and brainstorming while combining AI output with human creativity.
5. Think Long-Term: Focus on building sustainable systems instead of chasing viral moments. Especially important for indies with smaller budgets.
6. Stay Technology-Forward: Keep experimenting with new platforms and tools, as what seems niche today might be mainstream tomorrow.

The Future: Agility and Adaptation

The future of publishing belongs to adaptable, innovative publishers. Embrace change, leveraging the right strategies, tools, and mindset to compete effectively. For indie publishers, the level playing field means unprecedented opportunity if you're willing to seize it. Let's do this!

1. The manufacturing industry's advancements are influencing the finance sector, with smart home devices and wearables disrupting traditional business models.
2. Energy companies are also incorporating technology, investing in renewable sources and creating smart grids for sustainable living.
3. In the aerospace sector, entrepreneurship and venture capital are driving innovation, with startups developing electric planes and satellite technology.
4. The retail industry is undergoing a transformation, as small businesses and online marketplaces challenge established companies.
5. Interior design is becoming more sustainable and tech-savvy, with smart home devices improving home automation.
6. Transportation is evolving due to advancements in electric and autonomous vehicles, leading to changes in urban planning and infrastructure.
7. Leadership is crucial in navigating these industry shifts, requiring adaptability, inclusivity, and forward-thinking strategies.
8. Diversity and inclusion are essential in fostering creativity and innovation across all industries, promoting the representation of underrepresented groups.
9. Lifestyle choices are becoming more eco-conscious, with consumers prioritizing sustainable and ethical products.
10. Outdoor living is gaining popularity, as people seek ways to connect with nature and enjoy outdoor activities.
11. Fashion and beauty brands are incorporating technology, with smart clothing and beauty gadgets enhancing personal care and style.
12. The food and drink industry is focusing on health, sustainability, and diversity in taste, with more plant-based options and regional cuisines becoming popular.
13. Family dynamics are evolving, as modern society grapples with issues such as work-life balance, mental health, and multigenerational relationships.
14. Small businesses are leveraging fintech solutions for investing and wealth management, making financial services more accessible.
15. Wealth management companies are offering digital platforms androbo-advisors for personalized financial planning.
16. Home and garden retailers are promoting sustainable living, offering eco-friendly products and advice for outdoor living spaces.
17. Home improvement companies are incorporating smart technology, with products like smart gadgets, smartphones, and home security systems becoming popular.
18. Love and dating apps are using AI for matchmaking and personalized user experiences, creating more efficient ways to connect people.
19. Business careers are becoming more technology-oriented, with skills like data analysis, programming, and AI becoming increasingly valuable.
20. Careers in venture capital and private equity require understanding the startup ecosystem and identifying promising investment opportunities.
21. Personal finance education is crucial for managing wealth and debt, with many resources available online.
22. Banking and insurance companies are offering digital solutions, with mobile apps, online banking, and digital insurance products becoming commonplace.
23. The real estate market is undergoing a digital transformation, with virtual tours, online listing platforms, and real estate tech startups emerging.
24. The stock market is becoming more accessible, with apps and robo-advisors making it easier for everyday investors to participate.
25. Private equity firms are investing in various industries, with a focus on growth potential and strategic partnerships.
26. Saving and debt management are essential practices for financial stability, with many tools and resources available to help individuals build wealth.
27. Technology continues to shape our lives, spawning innovations in artificial intelligence, cloud computing, and data management, impacting nearly every industry.

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