Podcast Summary: The Creative Penn Podcast for Writers
Episode Title: Ebook Sales, Subscriptions, Audiobooks and Book Marketing with Tara Cremin from Kobo Writing Life
Host: Joanna Penn
Release Date: April 14, 2025

Overview

In Episode 804 of The Creative Penn Podcast for Writers, Joanna Penn engages in a comprehensive discussion with Tara Cremin, Director of Kobo Writing Life. The conversation delves into the evolving landscape of ebook sales, the rise of subscription models, audiobook marketing strategies, and Kobo's approach to generative AI. Additionally, Joanna touches upon the impact of US tariffs on the publishing industry and offers valuable advice for authors navigating these turbulent times.

Impact of US Tariffs on Publishing

Joanna begins by addressing the potential repercussions of US tariffs on the publishing sector. An article from the Self Publishing Advice blog highlights how increased printing costs, shipping delays, and disrupted global supply chains could affect authors, especially those reliant on Chinese manufacturing for physical books and merchandise.

Notable Quote:
"The situation is volatile and uncertainty never helps." [03:45] – Joanna Penn

Key Points:

• Increased Costs: Tariffs on raw materials like paper and ink could inflate production expenses.
• Supply Chain Disruptions: Delays in shipping and fulfillment may hamper timely delivery of books.
• Strategic Recommendations:
  • Understand Your Supply Chain: Authors should ascertain where their books are printed and shipped from.
  • Diversify Production: Utilize print-on-demand services in North America such as Book Vault, IngramSpark, and Amazon KDP to mitigate dependency on international suppliers.
  • Monitor Profit Margins: Regularly assess pricing and profitability, especially when using services like IngramSpark which may become unprofitable if costs rise.

Strategies for Authors During Volatile Times

Joanna shares insights from Kathleen Schmidt of Publishing Confidential, emphasizing the importance of authors focusing on controllable aspects of their business amidst chaos.

Notable Quote:
"The most important thing you can do is control the things you can control." [06:15] – Kathleen Schmidt

Key Points:

• Assess Promotional Strategies: Update websites, create engaging content, and connect authentically with audiences.
• Build Community: Foster a sense of belonging among readers, potentially through collaborations with other authors.
• Manage Expectations: Anticipate softer book sales and adjust financial forecasts accordingly.
• Explore Alternative Income Streams: Leverage backlists, run price promotions, and engage in seasonal marketing campaigns to maximize revenue.

Subscription Models and Author Income

As financial strains push consumers towards subscriptions, Joanna and Tara discuss how authors can adapt to these changing preferences to sustain their income.

Notable Quote:
"Books remain the bread and butter income for most indies." [09:50] – Joanna Penn

Key Points:

• Kobo Plus: A non-exclusive subscription service allowing authors to sell directly on Kobo while remaining available on other platforms.
• Flexibility for Authors: Authors can choose specific countries for Kobo Plus participation or opt-in globally, with no time-bound commitments.
• Revenue Sharing: Kobo Plus compensates authors based on the minutes their books are read, offering a fairer system compared to page reads models.

Interview with Tara Cremin

Background and Evolution of Kobo Writing Life

Tara Cremin shares her journey with Kobo Writing Life (KWL) since 2012, highlighting the platform's growth and the increasing opportunities available to indie authors.

Notable Quote:
"There are more opportunities now for authors than when I started working in the book business." [19:35] – Tara Cremin

Key Points:

• Growth of Kobo: From simple e-readers to the second-largest manufacturer globally.
• Expansion of Tools: Introduction of features like audiobook publishing, library integrations, and advanced promotional tools.
• Global Presence: KWL is now available in eight languages, catering to a diverse international author base.

Kobo Plus vs. Other Subscription Models

Tara explains how Kobo Plus distinguishes itself by not enforcing exclusivity, allowing authors to maintain their presence across multiple platforms.

Notable Quote:
"We wanted to give authors as much control as possible and really just get authors to try it out." [22:20] – Tara Cremin

Key Points:

• Non-Exclusive Model: Authors can remain on Kobo Plus while selling on platforms like Amazon and Apple.
• Broad Reach: Currently available in 23 countries with plans for further expansion.
• Inclusivity: Supports both ebooks and audiobooks, catering to various reader preferences.

Maximizing Income from Ebooks and Audiobooks

Tara provides actionable strategies for authors to enhance their earnings on Kobo.

Notable Quote:
"Make sure that you're not spending too much time on it because you're balancing all of these other platforms." [25:10] – Tara Cremin

Key Points:

• Quality Formatting: Utilize tools like Vellum or Atticus to create accessible and beautifully designed ebooks.
• Box Sets: Bundle series to offer value without price caps, allowing for higher royalty rates.
• Audiobook Integration: Publish audiobooks on Kobo through Kobo Writing Life by requesting access via email.

Kobo's Stance on Generative AI

Addressing the rising influence of AI, Tara outlines Kobo's policies and ethical considerations regarding AI-generated content.

Notable Quote:
"We discourage the publication of ebooks that are solely generated by AI." [47:15] – Tara Cremin

Key Points:

• Transparency: AI-narrated audiobooks must be clearly labeled to inform listeners.
• Ethical Publishing: Kobo aims to prevent the flood of machine-generated content that could dilute quality and hinder organic discovery.
• Future Innovations: Kobo is exploring AI-driven recommendations and curation without compromising author integrity or using books as training data for large language models (LLMs).

Library Sales and Author Compensation

Tara discusses how authors can benefit financially from library sales through Kobo.

Notable Quote:
"Authors that distribute to Overdrive through Kobo earn 50% of any sale that happens." [41:50] – Tara Cremin

Key Points:

• Opt-In Process: Authors can include their books in library distributions during the publication process.
• Pricing Strategy: Set library prices akin to mass-market paperbacks to account for multiple loans.
• Revenue Sharing: Authors receive 50% of sales from library checkouts, supporting a sustainable income stream.

Traits of Top-Selling Authors on Kobo

Tara identifies common strategies among Kobo's most successful indie authors.

Notable Quote:
"The ones that build their audience and find success on Kobo are really leveraging the promotions with us." [42:40] – Tara Cremin

Key Points:

• Active Promotion Participation: Regularly apply for Kobo's promotional opportunities to increase visibility.
• Consistent Releases: Simultaneously publish ebooks and audiobooks to maximize impact.
• Quality Presentation: Ensure book files are well-formatted and accessible to enhance reader experience.

Kobo Writing Life Podcast

Tara highlights the resources available through Kobo's own podcast, which offers additional support and insights for authors.

Notable Quote:
"We're really trying to earn a space in reading amongst everything else that's going on in the digital world." [49:30] – Tara Cremin

Key Points:

• Content Variety: Features interviews, actionable tips, and highlights from Kobo's backlist.
• Educational Focus: Provides guidance on both the craft and business aspects of writing.
• Accessibility: Available on all major podcast platforms, offering continuous support for authors.

Conclusion

This episode of The Creative Penn Podcast for Writers serves as a valuable resource for indie authors seeking to navigate the complexities of ebook sales, subscription models, and audiobook marketing. Joanna Penn and Tara Cremin provide insightful strategies and emphasize the importance of quality, transparency, and proactive promotion in building a successful writing career. Additionally, the discussion on generative AI highlights the ethical considerations and future directions within the publishing industry.

For more detailed insights and actionable tips, listeners are encouraged to refer to the full episode and explore the resources mentioned in the show notes.