The recent Publishers Weekly piece titled “Independent Publishers Are Fed Up with Barnes & Noble’s Buying Practices” pulls a curtain back on what I, as a former Barnes & Noble insider and publishing industry expert, have long recognized: this is more than a tweaking of buying policies—it is a systemic struggle that disproportionately affects independent and diverse authors (PublishersWeekly.com).
Data Reflects Shrinking Shelf Space
- In-store stock reduced by approximately 20%, with indie titles suffering the heaviest losses (Publishers Weekly).
- One nonfiction hardcover amassed 5,000 orders from Amazon, while Barnes & Noble’s (B&N) only ordered 200 copies (Publishers Global News).
- Legacy ordering practices—like selecting books that perform well elsewhere—have all but vanished under Daunt, despite earlier assurances to the contrary (PublishersWeekly.com).
This isn’t just about a logistical shift—it’s a pivot towards formulaic “safe” bets at the cost of variety and innovation.
CEO James Daunt’s “Ugly Baby” Philosophy
Daunt’s “ugly baby” comment—advising publishers to bring fewer, more polished titles—was blunt: “bigger publishers produce the better books.” Yet this attitude relegates indie creators to perpetual underdogs (Publishers Global News, PublishersWeekly.com). He even described practical titles (“how-to” manuals) as “boring,” relegating them to Amazon instead—a clear signal that diverse or niche voices don’t fit his aesthetic toolkit (Publishers Weekly).
Impact on BIPOC & Diverse Authors
This approach effectively cements an old narrative: that diversity is optional rather than integral. By narrowing what counts as “worth selling,” B&N undercuts opportunities for voices of color and underrepresented genres, reinforcing structural bias under the guise of market efficiency.
Case Studies: Real Authors, Real Breakthroughs
- Shea Serrano, author of The Rap Year Book, showed the power of audience-first marketing. With little initial retail backing, he used Twitter to offer exclusive incentives for preorders, creating viral demand. This propelled the book to the New York Times bestseller list and helped sell out on Amazon and Barnes & Noble, after readers had already shown up (Wired).
- Alex Kava, a New York Times bestselling thriller author, shared how she increased profits by shifting to direct sales. Through exclusive merchandise and online bundles, she reclaimed control over her brand and built a stronger relationship with her fans, earning more than she did through traditional bookstore channels (The Creative Penn, 2024).
- Mark Dawson, once ignored by traditional publishers, built a multimillion-dollar indie author business using email marketing, Facebook ads, and online courses. He later signed a print-only deal with a major publisher while retaining all other rights, maximizing both control and profits (Forbes).
These authors didn’t wait for traditional gatekeepers to validate them—they created profitable ecosystems by owning their narrative and engaging their audience directly.
The Handwriting Was on the Wall
In April 2021, at the IBPA Publishing University, I listened as the moderator asked James Daunt about the representation of diverse and minority voices in Barnes & Noble’s inventory. His response was: “We haven’t been doing a great job of that.” That admission—his exact words—has stayed with me ever since. It echoed a persistent industry truth: the systemic misrepresentation and under-prioritization of works by BIPOC authors. The message felt clear—you’re willing to take our money, but our stories are treated as afterthoughts. Despite the optimism at the time about B&N’s turnaround, the limitations for authors of color remained firmly in place.
A Path Forward: How Diverse & Black Authors Can Break Through
- Build Direct Audiences: Develop email lists, host webinars, or offer reading circles to connect without retail filters.
- Embrace Community Roots: Partner with indie bookstores, libraries, and local clubs to share, promote, and grow.
- Use Alternative Platforms: Leverage Bookshop.org, literary podcasts, and independent review sites for visibility.
- Engage in Collective Advocacy: Join coalitions calling for fair shelf access and equitable public funding.
- Strengthen Your Business Mindset: Understand publishing economics, develop pricing strategies, and own your narrative.
Why I Created Write Your Way to Success & the Profitable Author Association
In 2022, I launched the Profitable Author Association and my new flagship program, Write Your Way to Success and Profits, to combat these systemic barriers. (The waitlist has just opened. For more information and to apply, visit, http://fruitionpublishing.com/write-your-way-to-success-and-profits.) We equip authors, especially those from marginalized communities—with skills in platform-building, business strategy, and alternative revenue creation. It’s the toolkit authors need to book more events, sell directly, build audience loyalty, and become unstoppable—no matter how narrow the retail aisle becomes.
📌 Stay tuned—tomorrow I’ll release the follow-up article, “What This Means for You: The Truth Behind Breaking Through as a New Author in a Gatekept Industry,” along with a free lead magnet: the Indie Author’s Survival Guide. You don’t want to miss it.
Yes, Barnes & Noble is recovering financially. But their leaner, more formula-driven approach isn’t just about efficiency—it’s crowding out the voices that often spark cultural change. The bright spot? You don’t have to wait for them to open doors. Use this moment to open your own, with strategy, sovereignty, and a collective voice that won’t be shelved.
Alesha Brown, CEO, Fruition Publishing Concierge Services®
Editor-in-Chief, Published! Magazine™
Award-Winning Entrepreneur|Publisher|Film Producer
REFERENCES & CITATIONS
- Independent Publishers Are Fed Up with Barnes & Noble’s Buying Practices – Independent Publishers Are Fed Up with Barnes & Noble’s Buying Practices – Publishers Weekly, Jim Milliot, 06/26/2025 (ibpa-online.org, PublishersWeekly.com)
- IBPA Publishing University 2021 Highlights, James Daunt keynote, 04/08/2021 (ibpa-online.org)
- Stross, Rand. “How Mark Dawson Became a Millionaire Indie Author.” Forbes, June 17, 2021. https://www.forbes.com/sites/forbestechcouncil/2021/06/17/how-mark-dawson-became-a-millionaire-indie-author/