The Smarter Question Most Authors Aren’t Asking
Adapted from a chapter in my upcoming book with Ella Ritchie, this post dives into the printing and distribution decisions most authors overlook…
One of the most common questions authors face is:
“Which is the best printer?”
It’s a reasonable question, but it’s also the wrong place to start. Why? There is no universally best printer. For you as an author, there’s only the printer—or combination of printers—that best serves your goals for your book.
So before we talk about offset printing, print-on-demand, or Amazon KDP, let’s back up and ask a better question:
“What is this book for?”
Make Your Printing Decision Strategic, Not Technical
When authors think about printing, they often think about logistics: paper, trim size, bindings, cost per copy, and so on. Yet printing and distribution intertwine deeply, both driven by goals, not preferences.
What do I mean?
How and where you print your book determines:
- Who can buy it
- Where it can be sold
- Whether bookstores and libraries will take it seriously
- How professional it feels in a reader’s hands
- Control over inventory
So, instead of asking, “Which printer is best?” Try:
- Do I want this book widely distributed or shared mainly with a specific group?
- Is this a keepsake, a business asset, or both?
- Do I want hardcover, paperback, or multiple formats?
- Am I willing to hold inventory? Or do I want everything printed on demand?
Once the answers to these questions are clear, the printing decision gets much easier.
A Real-World Example: One Book, Multiple Goals
One author I know had two very different goals for the same book:
- An elegant, high-quality keepsake for family and close friends.
- Worldwide availability for the book so others could benefit from his story.
Could a single printer meet both goals?
No.
The solution? Different printers for different purposes. This saved the author money, preserved quality, and expanded reach because he clarified the book’s why before he chose how to print it.
The Main Printing Options
Let’s look at the most common printing paths authors choose and the benefits of each.
Offset Printing
Best for: Premium editions, keepsakes, special runs.
Offset printers produce a specific number of books in a single print run, making this option the one that offers the highest level of customization and quality. Think:
- Heavier paper
- More trim size options
- Custom bindings and finishes
One author described offset printing as the “Cadillac” of book printing. She wasn’t wrong!
Still, it is the most expensive option. You have to invest in inventory upfront.
For the first author mentioned, offset printing was perfect for producing a small run of high-quality hardcovers for his inner circle, but it wasn’t the right choice for global distribution.
Print-on-Demand (Usually IngramSpark)
Best for: wide availability without inventory
Print-on-demand technology changed the game for authors. Instead of printing hundreds or thousands of copies up front and then figuring out how to sell them, books aren’t printed until someone orders them.
IngramSpark is the industry standard for this model. Why? It provides wide availability without inventory through:
- Hardcover and paperback options
- Distribution to tens of thousands of retailers, bookstores, and libraries
- Global reach without managing inventory
The tradeoff? Creative options are more limited than with offset printing. You won’t get the same paper weight or customization.
For many authors, however, this is the backbone of their distribution strategy.
Amazon KDP
Best for: Amazon visibility and ease of use
Amazon KDP is another print-on-demand printer, and it has a few clear advantages.
Most importantly, it ensures your book appears higher on Amazon searches. Because Amazon controls its own marketplace—and its algorithms change constantly—books distributed only through third parties sometimes disappear or become difficult to manage on Amazon’s marketplace. Publishing directly through KDP gives you more responsiveness and control on Amazon itself.
KDP is also user-friendly, and author copies are often less expensive. So why not use just KDP? Two big reasons:
- Limited format options. Hardcover options are even more restrictive than those offered by IngramSpark.
- Professional perception. Amazon is a retailer—not a distributor. Bookstores, libraries, and other retailers won’t order books from their biggest competitor! Instead, they’ll want to work with an industry distributor like Ingram Spark.
For this reason, many authors pair KDP with IngramSpark, using each for what it does best.
So . . . Which Printer Is Right for You?
The answer lies in your goals for the book:
- Who is this book for?
- Where do I want it to be available?
- What role does this book play in my larger goals?
Once you answer these questions, you’ll know whether you need one, two—or even all three—types of printers. Ultimately, how you print isn’t about the technical details. It’s about your strategy.
Getting Your Book Out into the World
Printing decisions are just one area where authors get stuck when they jump ahead without a plan. Clarity at the beginning saves time, money, and frustration long before you ever hold a finished book in your hands.
If you’re still trying to figure out what your book is for, who it’s for, and how to move forward strategically, that’s exactly the work I help authors do before the first draft—or the first print order—ever happens.
Ready to get clarity? Book a complimentary Publish-Ready Book Blueprint Call with me here.