Beyond Print-on-Demand: Why indie authors need both POD and long-run printing in their sales strategy

Expand your printing options and understand how to use what when to grow your indie author business.

Russell Nohelty

and

Dave Sheets

Sep 17, 2025

Burnout isn’t a business model

Publishing is broken. Authors are burning out, readers are drowning in noise, and the industry’s so-called “best practices” are leaving us stuck.

Publishing is Broken But It Doesn’t Have to Break Us drags the quiet truths everyone whispers in private out of the backroom and into the light, so we can finally see them before they grind down our spirit.

Once you see the problem, you can define it. Once you define it, you can change it. This book exposes the lies, reveals the traps, and shows you how to build a career that won’t devour you.

It’s your permission slip to stop grinding yourself into dust and start building a writing life that actually sustains you.

👉 Back the campaign today and help rewrite the rules of publishing.

BACK THE CAMPAIGN

Hi,

I get a little giddy when people start talking about printing methods. Not book design or cover art, though those are cool, too. I’m talking ink-on-paper, plate-and-press printing. The kind of thing that makes most people’s eyes glaze over but gets me practically vibrating with joy.

Dave Sheets speaks the language of printing (and what a great name for a paper expert). So, when Dave showed up as a sponsor for the Writer MBA show, I knew immediately we were kindred spirits.

The man knows his way around paper stock the way most of us know our Starbucks order. He doesn’t just get the technical side of things, he cares about it deeply.

And that makes him a man after my own heart.

It’s not every day you meet someone who understands that choosing the right finish isn’t a vanity decision, it’s a reader experience decision.

So whether you’re a die-hard print geek like me or you’ve just started dipping your toe into the physical product waters, I hope you’ll enjoy this one.

In today’s publishing world, independent authors have more control, flexibility, and opportunity than ever before. Self-Publishing has shifted from a niche endeavor to a thriving industry, driven by new technology, global access to readers, and the entrepreneurial spirit of authors who want to own their careers.

One of the most transformative tools in this shift has been print-on-demand (POD). This technology allows authors to publish without investing in large print runs, warehouse space, or complex distribution arrangements. A single copy can be printed and shipped directly to a customer or bookstore as needed, reducing the upfront cost and risk of unsold inventory.

But here’s where many authors stop, and where they could be leaving significant money, readership, and opportunity on the table.

While POD is essential for most indie authors, it should not be your only printing strategy. To truly thrive in today’s marketplace, authors need to embrace both POD and long-run (offset or short-run digital) printing, especially for direct-to-consumer sales, special editions, events, and high-volume opportunities.

This blended approach opens doors POD alone simply can’t.

Print-on-Demand is a game-changer, but not the whole game

First, let’s acknowledge POD’s tremendous value.

Low risk – No large upfront costs.
No warehousing – Your books don’t sit in boxes in your garage.
Scalability – One book or one thousand can be printed with equal ease.
Global reach – Your titles can be ordered anywhere your distributor reaches.

For authors starting out, or for backlist titles that sell slowly but steadily, POD is unbeatable. You can focus on writing and marketing without the logistical headaches of shipping and storage.

For example, POD is perfect for:

Test marketing a new title before committing to a big print run.
Keeping older titles available indefinitely without reprinting in bulk.
Serving readers outside your main geographic market.

However, if you stop here, you’re limiting your growth. POD’s convenience comes with trade-offs:

Higher cost per unit – You’ll pay significantly more per copy than with a larger print run.
Less flexibility for special features – Paper quality, cover finishes, trim sizes, and binding options can be limited.
Lower margins – The cost difference can eat into your profit when you sell direct.

This is where long-run printing comes in.

Long-run printing, whether offset or high-volume digital, means producing hundreds or thousands of books at once. While this requires an upfront investment, the benefits for a well-planned sales strategy are enormous:

Dramatically Lower Per-Unit Cost: Printing in bulk spreads setup costs over many copies, meaning your cost per book drops significantly. This translates directly into higher profits, especially in direct sales.
Premium Quality and Customization: With long-run printing, you have far more options, including heavier paper, specialty finishes, foil stamping, embossed covers, sewn binding, and more. You can create books that feel like collector’s items.
Special Editions That Sell Out: Bulk runs allow you to create limited-edition, signed, or numbered versions that POD simply can’t replicate well.
Better Control Over Inventory and Branding: Your books arrive exactly how you want them, and you control the packaging, inserts, and presentation.

Authors who blend POD and long-run printing see real business results. Take these examples:

Aaron Johnson, author of the National Park Mystery Series, shares:

"I've been working with BelieversBookServices for two years and have placed multiple orders for thousands of books. I also am a member of an author community that regularly orders books from BBS. Everyone raves about the quality. The quality is a 10 out of 10, and pricing is the best I've found — and printed in the USA. I couldn't ask for more."

Aaron’s experience highlights two crucial points:

Long-run printing delivers better quality and better pricing than POD when ordering large quantities.
Consistently high-quality books enhance your reputation — not just with readers, but with other authors and industry peers.

Kevin J. Anderson, New York Times bestselling author of numerous novels in the Star Wars, X-Files, and Dune universes, experienced the power of special editions:

“Sometimes you need more than print-on-demand. I did a special, full color, signed, numbered hardcover of a short book I had written with Neil Peart. We had a large fan base and a lot of interest, so we decided to do a run of 800 copies… every one of which sold out. Because this is a special project to me, I wanted someone professional who did quality work. Dave Sheets at BelieversBookServices produced an excellent, beautiful product, and I know the fans are as happy as I was.”

Kevin’s story shows:

Special projects deserve special treatment — POD can’t deliver the same impact.
Limited editions create urgency and exclusivity, leading to sell-outs.
The right printing partner ensures your book is as impressive as your content.

Melisa Torres, owner and author of the Perfect Balance Gymnastics Books series, found that making the switch to professional long-run printing was a strategic business move:

"I switched my printing to BelieversBookServices over a year ago and it was a great business decision. My books print out beautifully, arriving on time and in good condition. The Believers team is accessible, friendly, and responsive, a breath of fresh air. I recommend BBS to anyone looking to streamline their business."

Her experience demonstrates:

Long-run printing can simplify operations when paired with the right partner.
Professional support makes all the difference in meeting deadlines and keeping customers happy.

When to choose POD and when to choose long-run printing

For indie authors, the sweet spot is knowing when each method serves you best.

Use POD for:

International sales where shipping from the U.S. is costly.
Small, steady trickle of sales through online retailers.
Testing new titles and gauging reader interest.

Use long-run printing for:

Launch events and book tours.
Conferences, festivals, or conventions where you expect to sell in volume.
School visits or corporate bulk orders.
Special editions, gift editions, or bundled sets.
Selling direct through your own website or mailing list.

Let’s look at one of these examples. Direct-to-consumer sales are one of the highest profit avenues for indie authors. Selling directly means:

You keep all the revenue, instead of sharing with a retailer or distributor.
You control the customer relationship, allowing for upsells, repeat sales, and personal engagement.
You can bundle books with merchandise, courses, or events.

But to succeed here, you need inventory in hand, something POD can’t provide instantly or cost-effectively for large orders.

Imagine selling 100 copies at a speaking engagement. With POD pricing, your margin per book might be $4–$6. With long-run pricing, that margin could jump to $8–$12 or more. Over time, that difference can add thousands of dollars to your bottom line.

Hybrid printing: The best of both worlds

The most successful indie authors aren’t choosing between POD and long-run printing, they’re using both.

A hybdid strategy might look like this:

Launch the book via POD and online distribution to make it available everywhere immediately.
Simultaneously, place a long-run print order to have stock for direct sales, events, and special promotions.
Use POD to keep older titles available while focusing long-run investment on new or high-volume sellers.

This approach allows you to:

Minimize financial risk.
Maximize profit margins where it matters most.
Keep your books available worldwide without constant reprints.

Choosing the right printing partner

Not all printers, or printing services, are created equal. Look for a partner who:

Has proven experience with author projects.
Offers a range of options for paper, binding, and finishes.
Can meet your deadlines reliably.
Understands the needs of indie authors and treats you as a business partner, not just a customer.

BelieversBookServices has built its reputation on exactly these qualities, as shown in the testimonials above. Quality, pricing, professionalism, and personal service matter — especially when your name is on the cover.

As an indie author, you’re not “just” a writer. You’re a business owner, publisher, and brand builder. The choices you make about how your books are produced and sold have a direct impact on your income, your reach, and your reputation.

Relying solely on POD is like running a store that only takes special orders. You’ll miss opportunities to sell on the spot, create premium editions, and fully leverage your fan base. By integrating long-run printing into your strategy, you unlock higher profits, better quality, and more ways to delight your readers.

Aaron Johnson’s consistent quality, Kevin J. Anderson’s sold-out special edition, and Melisa Torres’s streamlined operations all point to one truth. Long-run printing isn’t a luxury, it’s a smart business move.

POD will always have its place, but when you’re ready to scale, connect directly with your audience, and maximize every sales channel, it’s time to think bigger. A hybrid strategy combining POD and long-run printing gives you the tools to do just that.

Dave Sheets has spent almost 30 years in the publishing industry working with many of the top book publishers, distributors, and printers in the industry. He currently owns a publishing services company primarily working with independent authors – and prints for hundreds of authors each year. He can be reached at dave@believersbookservices.com

What do you think?

Have you ever tried long-run printing for your books or are you still relying solely on POD?
If you could create a premium edition of one of your books, what special features would you include?

Let us know in the comments.