Why Small Publishers Fail - And How to Fix It

Small publishers are the lifeblood of innovation in the book world. They take risks, nurture new voices, and often work with a level of passion the big players lost years ago. So why do so many of them burn out, fold, or just quietly disappear?

Here’s what’s going wrong and what needs to change.

1. They try to do everything themselves
From editing and cover design to marketing and distribution, small publishers often wear every hat in the building. It’s exhausting, and it holds growth back.

I know this from experience. If you’re only publishing one or two books a year, it can work - just about. But as your list grows, you realise how unsustainable it is. You start losing money, burning out, and spending all your time on tasks that take you away from what you’re actually good at.

Fix it: Outsource what you're not great at. Build a trusted network. The best small publishers are brilliant curators, not martyrs.

2. They don’t treat it like a business
Publishing isn’t just about loving books. It’s about selling them. Too many independents lead with emotion and forget the financials. They underprice, overprint, or spend too long on books that were never commercially viable.
Fix it: Know your margins. Price realistically. Understand your audience and your sales funnel. Passion is great, but profit keeps the lights on. Remember - it’s ok to charge for your services.

3. Their marketing is inconsistent or non-existent
“If we build it, they will come” is not a strategy. Too many small publishers release books into the void, hoping for organic traction. Without a solid marketing plan, even the best book will struggle to reach readers.

Here’s the reality: we are publishers, not publicists. Yes, books need marketing, but authors must be involved. When they aren’t, everything falls flat. Expecting the publisher to carry the entire promotional load is unrealistic and unsustainable.

Fix it: Every book needs a plan before launch. Who is it for? Where will it sell? What’s the hook? Whether it’s email marketing, podcast tours, or targeted social ads, pick something and do it well - and get the author on board early.

4. They publish the wrong books
Ouch, but it’s true. Publishing your mate’s poetry collection, your neighbour’s sci-fi epic, or your own three-part fantasy series might work, but only if there’s a clear market. Too often, small publishers fall into the trap of publishing what they like, rather than what will sell.

That said, I’ve always said I have to be able to work with the author. One of the real advantages of being independent is the ability to build relationships. That matters. Publishing is a long game, and mutual respect and communication are essential - especially when you're investing time, energy, and money into someone else's work.

Fix it: Publishing is a business of decisions. Start with the reader, not the author. Look at trends, gaps, and underserved niches. But never underestimate the value of a good working relationship. It can make all the difference between a smooth, successful launch and a painful, drawn-out process.

5. They burn out
Chronic undercharging, overworking and constantly firefighting will finish off even the most dedicated publisher. The indie scene is full of people who quietly vanished because they were simply exhausted.

But it’s not just about boundaries or time management - it’s structural. The economics of small publishing are stacked against us. Paper, ink and distribution costs have gone up. The price of books hasn’t. The market is over-controlled by the Big 6 and Amazon, leaving small presses fighting over scraps.

It isn’t sustainable.

There are over 1,100 independent publishers in the UK. Imagine what could change if we stopped competing in isolation and started working together. 1,100 voices are louder than 7. If we want a stronger, fairer publishing ecosystem, we need to build it ourselves - collectively.

Fix it: Charge properly. Set boundaries. Treat your time like the asset it is. And start having real conversations with other publishers. Collaboration is not weakness - it’s how we shift the industry from the inside out.

What’s the alternative?
Small publishers don’t have to stay small. But they do need to work smart. There’s space in the market for lean, agile, profitable indie presses. The ones that survive are the ones who get strategic.

If you run an independent publishing house and want to review how your business operates, or you're launching a new publishing venture and want to start with the right foundations, I can help.

I work with small presses to build sustainable models, streamline their operations and make smarter publishing decisions. No fluff. Just straight-talking, experienced support from someone who knows the industry inside out.