From Bards to Audiobook: The Evolution of Self-publishing
The explosion of self-publishing in the last fifteen years has obscured its rich history. From oral traditions to the digital age, self-publishing has undergone five distinct phases.
In the publishing world, opinions on self-publishing vary widely. Some argue it lowers quality, while others praise it for breaking down barriers and allowing anyone to publish. Regardless of perspective, one fact is undeniable: self-publishing is the fastest-growing segment of the industry. Yet, contrary to popular belief, it’s not a recent phenomenon. A look at history reveals a long tradition shaped by access, skill, and resources.
Phase One: Oral Tradition
Self-publishing traces back to ancient times and is intertwined with folklore and mythology. Before written communication, certain individuals preserved knowledge through oral traditions. Elders and lore keepers memorized their community’s history, science, mythology, and moral lessons.
In European cultures, bards, and troubadours upheld these traditions. As poets, storytellers, musicians, and performers, they memorized and recited stories, and thus, acted as their community’s living archives.
Around 3100 BC, Egypt transitioned from oral traditions to written records using papyrus and parchment scrolls. Philosophers, scientists, and politicians in Ancient Greece and Rome documented their works this way. However, with widespread illiteracy, only the elite had access to these writings.
Still, the rise of written language led to the prominence of scribes.
Phase Two: The Mechanization
They were among the few who possessed literacy skills. Besides copying manuscripts and transcribing official documents, they also recorded legal proceedings and historical events.
The decline of the Roman Empire destroyed vast repositories of knowledge. As Barbarians burned cities and libraries, Christian monasteries emerged as conservatories of Europe’s intellectual heritage. While most monks focused on the Bible and other religious works, some preserved philosophy, science, and history.
Though the Chinese had practiced movable-type printing for centuries, Johannes Gutenberg’s mechanization of the process around 1440 revolutionized book production in the Western world. Soon after, books transitioned from handwritten to printed. However, printing remained expensive and limited to the elite and the church, which paved the way for traditional publishing houses.
Phase Three: The Might of Trade-Publishing
As publishing houses gained prominence, aspiring authors faced a choice: secure a publisher (and give up rights and a significant share of royalties) or self-publish. Expensive printing and limited distribution made self-publishing uncommon for centuries.
Eventually, though, some notable figures found success through self-publishing. Benjamin Franklin released his works independently, including The Way to Wealth (1758) and Poor Richard’s Almanack. William Blake, an English poet, painter, and engraver, self-published Songs of Innocence and of Experience and The Marriage of Heaven and Hell. He not only wrote the text but also designed and illustrated his books.
After publishers rejected her manuscript, Jane Austen hired London-based Thomas Egerton to publish Sense and Sensibility (1811). Its success got publishers interested in her next book, Northanger Abbey. Frustrated by delays, she repurchased the publishing rights. Unhappy with his publisher's compensation for Martin Chuzzlewit, Charles Dickens self-published A Christmas Carol in 1843. The first 6,000 copies sold out in weeks.
In 1917, Virginia and Leonard Woolf pioneered the industry when they founded Hogarth Press. They published their own books and a few others from their small publishing house. Despite a few pioneers, traditional publishing remained dominant.
Phase Four: The Early Digital Age
Desktop publishing in 1979 weakened traditional publishers’ dominance. Word processors and layout software improved the accessibility and professionalism of self-published books. Early self-publishers often circumvented bookstores and promoted their books through hobby shops, conventions, and nationwide publications. To do so, authors still needed to print large batches of books, and distribute those themselves.
Print-on-demand (POD) technology transformed the industry. In 1997, Lightning Source pioneered POD, making it possible to print books only when ordered. This benefits not just self-publishers, but also small presses and independent publishers. Companies like iUniverse, CreateSpace, and Lulu soon followed.
The rise of the internet ushered in a new era in authorship: blogging. By 1999, platforms like Blogger, LiveJournal, and WordPress enabled writers to share their thoughts and stories instantly and globally. In 2000, Stephen King released The Plant in PDF installments. He declared on his website, “My friends, we have a chance to become Big Publishing’s worst nightmare.” [1]
Phase Five: The Digital Revolution
In 2004, Sony introduced Librie, the first commercial E Ink e-reader that used an electronic paper display. Two years later, Sony released the first e-reader (PRS-500). Amazon followed with the Kindle in 2007. With Kindle Direct Publishing (KDP), authors could now publish at no cost.
Poor quality initially plagued self-published ebooks, but as authors turned to professional editors and designers, the market improved. This spawned many companies catering to self-published authors. “Self-publishing is now supported by a sophisticated and highly accessible support structure,” said Beat Barblan, Director of Identifier Services for Bowker in 2012. [2]
Between 2011 and 2014, self-publishing experienced a “gold rush.” Books placed on Amazon could generate significant profits with little advertising. Though Amazon remains dominant, today’s authors have more options: Apple Books, Barnes & Noble Press, Google Play, IngramSpark, and Kobo, among others. Many now also sell directly through their websites or Shopify.
Print publishing has also expanded. In 2016, Amazon introduced POD for CreateSpace. Companies like Lulu, Scribd, and Smashwords (now owned by Draft2Digital) offer similar services.
With the rise of vlogs, podcasts, and audiobooks, self-publishing has come full circle. Much like the bards of old, today’s self-publishers tell their tales and teach their lessons across multiple platforms.
Takeaways
Self-publishing is a story of perseverance, innovation, and adaptation. Once reserved for those with wealth and access, technological advances have made it possible for anyone to share their works. The printing press transformed publishing by lowering production costs and making books accessible to the masses. Until today, digital tools continue to evolve, allowing storytellers to connect with audiences in new ways.
The transition from oral storytelling to digital content shows that self-publishing is essential for storytellers to connect with their audience. I am excited to discover what the next phase will bring.
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