Trade Versus Print-on-Demand Paperbacks

What’s the difference?

You might have heard words like “print-on-demand” and “trade paperback” floating around. You may or may not know exactly what the difference really is between the two, or that marketing and promotion efforts may differ depending on which version you’re trying to promote.

Let’s first get the definitions out of the way.

Print-on-Demand Paperbacks: These books are sometimes referred to as PODs. These paperbacks are not printed until someone makes an order online. So when Aunt Alice goes to Amazon and orders a print-on-demand paperback, Amazon prints that one paperback and ships it to Aunt Alice. The requirement of the publisher (usually a digital publisher) is to upload the typeset PDF of the interior (the story) and the full cover. The print-on-demand services like Amazon and B&N Press handle the rest. There are always exceptions, but these books are usually only available online. 

Trade Paperbacks: This term began as a method of giving the reader a cheaper version of the hardback edition, sold in bookstores. It’s not as small as the tiny paperbacks you might pick up in the grocery store. (Those, incidentally, are called “mass market” paperbacks because of their wider distribution. They’re usually less expensive to print.) Trade paperbacks require the publisher to pay a printer to print a certain number of copies—usually in the thousands. Then, the publisher is in charge of marketing and distributing those copies to brick-and-mortar bookstores, either on their own or using a distributor. Those books have to be shipped in mass quantities to a warehouse/storage facility, printed and distributed in catalogs that are then offered to brick-and-mortar stores, and trucked to those stores that put in orders.

How you promote your paperback depends on which type you have.

Since print-on-demand paperbacks are found online, it would make the most sense to promote them where readers are able to purchase them—online. Social media, websites, email newsletters, and author giveaways are all great strategies for promoting a POD.

Trade paperbacks can be available online, but they are also available in bookstores. All of the above ideas are great for promoting trade as well, but in-person bookshop visits will also get you noticed where the trade customer is: the store! So adding in book signings, store visits, book club attendance, and public appearances to your online push can help promote your trade book. The goal with trade is to bring people into the store where your book is located. (Since PODs aren’t regularly carried at bookstores, promoting your POD there would most likely only be beneficial in bringing a general awareness to you as an author. Having cards available with your social media and website would be helpful so you can direct the buyer where to find your online PODs.)

However you plan to spread the word, it can’t hurt! But spending time in the right place to market the specific type of book you’re trying to promote could be the difference between a few sales and quite a few. Happy selling!