The Publishing Industry Is Getting Unbundled (And That's Great For Authors)

Amazon unbundled bookstores. Now authors are unbundling Amazon. Here's why...

The publishing industry has undergone significant changes over the years. One major trend that has emerged is the unbundling of various components that were once controlled by traditional publishers or Amazon. This shift is giving authors more power and ownership over their work, and it's changing the game.

The Unbundling Thesis

The unbundling thesis can be broken down into three key stages:

1. Then: Publishers controlled everything (printing, distribution, marketing, sales)
2. Now: Authors can own each piece separately
3. Next: Authors own the entire stack (and keep all the value)

This unbundling is happening across various aspects of the publishing industry, including writing tools, publishing, marketing, and sales.

Writing Tools

Before, Microsoft Word had a monopoly on writing tools. Now, authors have access to a wide range of tools, including AI assistants, distraction-free editors, and collaboration tools. This has led to better writing and faster production.

Publishing

In the past, authors had to rely on traditional publishers or Amazon KDP to get their work published. Now, there are direct-to-reader platforms, print-on-demand (POD) integration, and global distribution options available. This means authors can keep 85% of their sales instead of the 30-40% they would get from traditional publishers.

Marketing

Authors are no longer limited to a publisher's marketing budget or paid ads. Now, they can use email, community, content marketing, and social media to reach their audience. This allows authors to own their audience, not just rent it.

Sales

Before, authors had to rely on bookstores or Amazon to sell their work. Now, they can sell directly to readers through their own stores, multiple platforms, and direct relationships. This gives authors control over customer data, pricing, and upsell opportunities.

The Ownership Stack

To understand the unbundling of the publishing industry, it's helpful to look at the ownership stack. This framework consists of four layers:

1. Layer 1: Content (your book)
2. Layer 2: Platform (your website/store)
3. Layer 3: Audience (your email list)
4. Layer 4: Revenue (multiple streams)

By owning each layer, authors can build a sustainable and profitable business.

10-Year Trend

Looking at the past decade, we can see how the publishing industry has evolved:

• 2015: Amazon dominated everything
• 2020: Authors started selling directly to readers
• 2025: Authors are building real businesses
• 2030: Prediction for what's next - authors will continue to own more of the stack, and the lines between authors, publishers, and platforms will blur even further.

AuthorKit represents this unbundling, providing authors with all the tools they need to own each layer of the ownership stack.

The future of publishing isn't about publishers. It's about authors. With the right tools and mindset, authors can build successful businesses and connect directly with their readers.

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