A plain-language guide to every publishing path — traditional, hybrid, and self-publishing — so you can make the right call for your book and your business
Publishing a book sounds simple until you start researching it. Suddenly you're drowning in terms like 'literary agent,' 'hybrid publisher,' 'print on demand,' and 'going wide' — and nobody seems to agree on which path is best.
In this episode of Easy Peasy Books, Gillian Whitney — business book coach, self-published author, and host of Easy Peasy Books: From Author to Authority — walks through each of the four main publishing options in plain language. Whether you've already written your manuscript or you're still deciding whether to start, understanding these paths before you commit can save you thousands of dollars, years of frustration, and a few hard lessons.
Think of it like Dorothy's journey to Oz. There's more than one road. Each one has gatekeepers, tradeoffs, and a different destination. The goal is to find the path that fits you.
The Good: Publishing Paths That Can Work
Traditional Publishing
Traditional publishing is what most of us pictured as kids when we dreamed of writing a book. The Penguins, the Scholastics, the HarperPress imprints lining bookstore shelves. These publishers handle everything: editing, cover design, printing, distribution, and marketing. Land a deal and you may receive a significant advance before your book even hits the shelves.
The challenge is getting in the door. Traditional publishers are running a business, and they need to be confident your book will sell. That means gatekeepers — and those gatekeepers usually take the form of a literary agent. The typical process: pitch your book to an agent, the agent pitches publishers on your behalf, a publisher makes an offer. Most authors face multiple rejections at both stages. Very few make it through.
J.K. Rowling is the most famous example. She found a literary agent, who pitched Bloomsbury in the UK — and they launched with just 500 copies. They weren't convinced it would sell. Of course, the series went on to make her a billionaire author. But along the way, the publisher changed her name to 'J.K.' because they worried boys wouldn't buy a book written by a woman. When Harry Potter crossed to the US, the title was changed from Philosopher's Stone to Sorcerer's Stone — a decision Rowling wasn't happy about. Traditional publishing: extraordinary upside, extraordinary rarity, and limited creative control.
Worth knowing: Even Stephen King and Mark Twain eventually created their own publishing companies — suggesting that even the most successful traditionally published authors sometimes want more control.
Self-Publishing (Amazon KDP)
This is Gillian's preferred path — and the one she describes as 'easy peasy.'
Publishing through Amazon's Kindle Direct Publishing means your book is available as a Kindle eBook and as a print-on-demand paperback. No storing boxes of books at home. No trips to the post office. No navigating international tax rules. Amazon handles printing, distribution, currency conversion, and VAT automatically.
The story of Amanda Hocking captures what's possible. A prolific paranormal fiction writer, she couldn't get a single traditional publishing deal after years of trying. Around 2010, she uploaded her first novel to Kindle and started selling nine copies a week. Then more. She kept publishing. By the time she had 17 books on Amazon, she had sold over a million Kindle copies and become a millionaire — part of what Amazon calls the 1 Million Kindle Club. A traditional publisher eventually came calling with a deal. The same kind that had turned her down.
Pro tip: Self-publishing doesn't mean going it alone. Your self-publishing team might include an editor, proofreader, cover designer, formatter, and book coach. What 'self-publishing' really means is that you're in charge of the decisions — and the royalties.
The Bad: What to Think Carefully About
Hybrid Publishing
Hybrid publishing sits between traditional and self-publishing. There are fewer gatekeepers — you submit your manuscript, and if the publisher wants to work with you, you pay for the service. They handle editing, cover design, typesetting, printing, and distribution. You get professional results without having to manage every moving part yourself.
The downside is the cost. Hybrid publishing can be very expensive. One well-known option, Scribe Media, starts at $26,000 to publish your book — and that's before any marketing packages or ghostwriting add-ons. Other hybrid publishers are cheaper; some are far more expensive. Results are genuinely possible — hybrid publishers have produced Wall Street Journal and New York Times bestsellers. But the financial investment is real.
Watch out: If you're considering a hybrid publisher, do your homework on their track record and read the contract carefully. Some hybrid publishers have gone out of business, leaving authors without their money or their rights.
Self-Publishing (Wide Distribution)
Going 'wide' means distributing your book across multiple platforms — Amazon, Apple Books, libraries, bookstores — typically through a distributor like IngramSpark or Draft2Digital. You upload your manuscript and they handle print-on-demand and catalog distribution.
The upside is reach. Being in IngramSpark's catalog means libraries and bookstores can order your book. The downside is complexity. Wide distribution requires understanding wholesale discounts (bookstores expect them), returnability policies (unsold books can come back to you, and you may have to cover shipping or allow destruction), and the royalty splits that come with each additional middleman.
Beatrix Potter — creator of The Tale of Peter Rabbit — is the original self-publisher. Turned away by traditional publishers in the early 1900s because she was a woman, she printed 250 copies herself. They sold well enough that a publisher came back to offer her a deal. In its first year with a traditional publisher, the book sold 20,000 copies. She didn't wait for permission.
Worth knowing: Getting into bookstores is harder than getting into their catalog. Bookstores have limited shelf space and typically work with distributors who actively pitch them — being listed in IngramSpark doesn't guarantee placement.
What to Avoid Entirely
Vanity Publishers Disguised as Hybrid Publishers
Not every company calling itself a 'hybrid publisher' operates ethically. Some charge high fees, deliver poor quality, and lock authors into contracts that limit their rights. The term 'hybrid publisher' isn't regulated — anyone can use it.
Red flags to watch for: pressure to sign quickly, vague or missing contract terms around rights and royalties, no verifiable track record of successful books, and fees that keep expanding with add-on packages.
Going In Without Doing Your Homework
Whatever path you choose, the most costly mistake is moving too fast. Talk to authors who've used the same service. Ask who their editor was, who designed their cover, how the process felt. Word of mouth from people who've been through it is the most reliable due diligence you can do.
Gillian keeps a running file of alerts she spots on LinkedIn — companies that have gone bankrupt, left authors without their money, or reappeared under a new name with the same bad practices. Staying aware of who's operating well — and who isn't — is part of being a smart author.
Gillian's Framework: Five Questions to Find Your Publishing Path
Not sure which option is right for you? Work through these questions before you commit to anything.
Step 1: What is your goal for this book?
If you want mass-market distribution, movie rights, and a significant advance — traditional publishing is the dream. If you want a credibility asset that supports your coaching or consulting business, self-publishing almost always makes more sense.
Step 2: What is your timeline?
Traditional publishing can take years from manuscript to shelf. Hybrid typically takes several months. Self-publishing through Amazon KDP can be live within days of submitting your files.
Step 3: What is your budget?
Traditional publishing costs you nothing upfront and pays you an advance. Hybrid publishing starts at thousands of dollars and can reach $26,000 or more. Self-publishing through KDP involves minimal upfront costs — primarily editing, cover design, and formatting.
Step 4: How much creative control do you want?
Traditional publishers can change your title, your name on the cover, and your content. With self-publishing, every decision is yours.
Step 5: Do you want wide reach or a simple process?
Wide distribution through IngramSpark gets you into libraries and bookstores but adds significant complexity. Amazon KDP is leaner and more straightforward — and still reaches a global audience in multiple languages and currencies.
In Gillian's Own Words
"Self-publishing does not mean you're by yourself. What it means is you are in charge of your royalties. You are in charge of where you're publishing, where you're putting your book out."
"Just like in The Wizard of Oz, there are gatekeepers to those traditional publishers. You can't just walk up to Penguin and say, 'Hey, I've got a terrific book.'"
"I love that Amazon takes care of all the international side for me. Your book can be in France, England, Australia — all over the world — and the currency conversions and VAT are handled automatically."
Listen to the Full Episode
Ready for the Next Step With Your Business Book?
Whether you're writing your book, getting ready to publish, or looking for ways to market and promote it, Easy Peasy Books can help. Visit easypeasybooks.com to explore our book writing, publishing, and marketing services — or subscribe to the Easy Peasy Books podcast for a new episode every week.
Follow the podcast | Book a discovery call | Browse the blog
About Gillian Whitney
Gillian Whitney is a business book coach and the host of Easy Peasy Books: From Author to Authority. She helps professionals write and publish books that build credibility, attract the right clients, and establish lasting expertise. Learn more at easypeasybooks.com