The Pulp Writer Show

Jonathan Moeller
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Hosted by Jonathan Moeller (author of the FROSTBORN and SEVENFOLD SWORD fantasy series and the SILENT ORDER scifi series), the Pulp Writer Show discusses how to write, format, publish, and sell your novel. Sometimes there are jokes.

  1. 1d ago

    Episode 313: Worldbuilding Questions From Andomhaim

    In this week's episode, I answer worldbuilding questions about my setting of Andomhaim, and discuss the future of THE GHOSTS series. This coupon code will get you 25% off the ebooks in The Ghosts series at my Payhip store: JULYGHOSTS The coupon code is valid through August 10, 2026. So if you need a new ebook this summer, we've got you covered! TRANSCRIPT 00:00:00 Introduction and Writing Updates Hello, everyone. Welcome to Episode 313 of The Pulp Writer Show. My name is Jonathan Moeller. Today is July the 24th, 2026 and today we're answering world-building questions about Andomhaim, which is the setting of my Frostborn, Sevenfold Sword, Dragontiarna, Dragonskull, Shield War, and Blades of Ruin series. We also have one bonus world-building question about the Caina series. Before we get into all that, we will have Coupon of the Week and a progress update on my current writing, publishing, and audiobook projects. Let's start with Coupon of the Week. This week's coupon code will get you 25% off the ebooks in The Ghosts series at my Payhip store. That code is JULYGHOSTS. As always, the coupon code and the link to my Payhip store will be available in the show notes for this episode. This coupon code will be valid through August the 10th, 2026, so if you need a new ebook for this summer, we have got you covered. Now let's have an update on my current writing, publishing, and audiobook projects. I'm pleased to report I am done with the rough draft of Cloak of Frost. It was just slightly over 100,000 words. Now I am writing a bonus short story called Metal Soldiers, and [newsletter] subscribers will get a free ebook copy of Metal Soldiers when Cloak of Frost comes out, which if all goes well, should be sometime in August. So I think this is an excellent time, therefore, to subscribe to my new release newsletter. My secondary project is Blade of Visions, and I am 11,000 words into that. There's also a good deal of news about audiobooks. Dragon-Mage, as narrated by Leanne Woodward, is finished and is rolling out to the various stores right now. As of this recording, you can get it at my own Payhip store, Google Play, and Kobo (with more stores soon to follow). Recording on Stealth and Spells Online: Final Quest is very nearly done, and I hope to have more news on that soon. Brad Wills is currently working on Blade of Thieves and Hollis McCarthy is recording Cloak of Worlds. So we should have a wide variety of audiobooks coming for you soon. 00:02:00 Questions about Caina Before we get to our main topic, we have a bonus question about Caina. When I said my next project was going to be Cloak of Frost, I got a couple of questions like this: Just wondering when/if there will be another Caina novel to look forward to? The answer is not right now, but maybe later. I am glad and appreciative that people want more Caina books. That said, I don't want more than three unfinished series at any one time, and I've got three right now with Blades of Ruin, Cloak Mage, and Half-Elven Thief. So I'm not starting anything new until one of the three is done. If you reach the end of Ghost in the Siege, which is the latest current Caina book, you know that the series was at a pretty significant stopping point. If I want to keep going, I need to think long and hard about how to do it right. I do have a couple of ideas, but I need to think about them some more. It's almost like we'd have to shift to a slightly different genre of fantasy than the Caina books have been previously. The tricky part is Caina has changed a great deal since Child of the Ghosts. The tricky part in that is that sequels in a long-running series need to be more of the same, but also something different. There have been 35 Caina novels. So I've done that quite a bit. But Caina has had some experiences that have very much changed her life. To use a rough comparison, it's like she became a justice on the US Supreme Court or the governor of one of the five largest US states in the sense that once you've had change in your life that significant, your life will never be the same afterwards. And without spoilers, Caina had a shift that big at the end of Ghost in the Siege. So more Caina is definitely a possibility, but I need to think about it some more and it definitely won't be before 2027 until I finish one of my three currently unfinished series. 00:03:35 Main Topic of the Week: Andomhaim Worldbuilding Questions Now onto our main topic, which is I had some world-building questions about Andomhaim from Frostborn come in lately. So I thought I would answer them here. Question #1: Why hasn't the Heptarchy invaded Andomhaim again? The answer is money, basically. Remember that the ultimate purpose of the Heptarchy is to provide an endless supply of sacrificial victims for the Seven Temples' altars so the seven urdmordar who rule the Heptarchy can endlessly feed. These seven urdmordar don't have much interest in the day-to-day governance, so their spiderling priestesses essentially run the Heptarchy as an exceptionally malignant theological bureaucracy. However, while the priestesses are evil, they're efficient and very good at their jobs. In practice, the Heptarchy tends to operate more like an imperial confederation or a very loose federal government than an actual empire. Kingdoms, tribes, and city states have a great deal of autonomy so long as one, taxes are paid in time and two, sacrificial victims are taken to the temples on time. To help encourage this, all the various local rulers in the Heptarchy tend to have priestess advisors who make sure that the rulers make the "correct" decisions. So when things go awry, the Seven Temples have a wide array of tools to deal with difficulties, from assassinating and replacing truculent rulers with more tractable successors all the way up to exterminating entire populations and settling new colonists upon the depopulated lands. The difficulty of the Heptarchy is that the seven urdmordars are gluttons and gluttony is impossible to satiate. So when the Heptarchy learned of Andomhaim and the possibility of an entirely new land to conquer and feed upon, of course they had to conquer it. The priestesses built an enormous fleet and gathered a vast army and sent it three and a half thousand miles across the ocean to Andomhaim. Of course, if you've read the Dragontiarna series, you know that this didn't go well. The Heptarchy seized the Isle of Kordain and had early successes in Andomhaim, but Agravhask, the commander of the invasion force, was secretly a disciple of the Warden of Urd Morlemoch, and he seized control of the Heptarchy force and used it to further the Warden's goals. The Visionary foresaw this happening, but didn't care because it gave her an opportunity to try and capture her old enemy, Tarmyntir. So the Heptarchy didn't conquer Andomhaim, and then 10 years later they lost control of the Isle of Kordain, their only stronghold near Andomhaim. To put this situation in contemporary terms, this is a significant geopolitical setback or to put it in popular vernacular, it's "taking a massive L." The Seven Temples spent a colossal fortune on the invasion force and in return got back exactly nothing. Even evil sorcerous empires are bound to the laws of economics. In The Ghosts books, the Umbarian Order failed to figure this out. And it would take a while for the Heptarchy to pay for and assemble another invasion force of that size. And since the first invasion force had failed, there wasn't much appetite for pulling together a second one. So now the official policy of the Heptarchy towards Andomhaim is quiet CIA-style subversion. The Spider Cult was founded to secretly bring nobles and wealthy merchants to the worship of the Seven Temples. It might take a century or so, but the plan is to eventually place a spider cultist on the throne of Andomhaim and then send a sympathetic ruler an army to back him or her up. Of course, the Brotherhood of the Ravens is aware of this and has been fighting the Spider Cult in the shadows. So that is why the Heptarchy hasn't tried to invade Andomhaim again- it costs too much, the outcome is uncertain, and the priestesses have decided a careful subversion (which costs much less than an invasion) will work out better in the long run. Question #2: Is Blades of Ruin really inspired by the English Civil War of 1138 to 1153 AD? Yes. Why? Because alcohol and boats are a very bad combination. In the 12th century, the Kings of England were also the Dukes of Normandy and were more interested in Normandy than in England, so they spent a great deal of time on both sides of the English Channel. In November of 1120, King Henry I wanted to return to England, but allowed much of his retinue to travel on another ship. That included his heir and only legitimate son William, several of his bastard children, and numerous high ranking members of his court. Everyone on William's ship was quite drunk, including the crew, and decided it would be a good idea to try and overtake King Henry's ship on the English Channel at night in November. Remember how I said alcohol and boats were a bad combination? William decided that he wanted to overtake his father's ship, and since a significant portion of everyone on his ship was drunk, they ended up crashing into some rocks, the ship sank, and most of the passengers and crew drowned, including William. For Henry, this was an absolute disaster since he had put a lot of work into setting up William as his heir. Henry then settled on his daughter Matilda as his heir and forced his vassals to take oaths so they would support her as his successor. When Henry died in 1135, Matilda assumed the throne, but her cousin Stephen of Blois seized the crown instead. Many of the lords of England were leery at the idea of a female monarch and Stephen was amiable and well-liked. Matilda was also imperious and had a knack for offending people at the worst possible time

  2. Jul 20

    Episode 312: Bonus Audiobook Short Story!

    In this week's episode, I share a bonus audiobook short story: GHOST ARIA, as narrated by Hollis McCarthy. I also provide an update on my current writing, publishing, and audiobook projects. This coupon code will get you 50% off the audiobook of Child of the Ghosts, Book #1 in The Ghosts series, (as excellently narrated by Hollis McCarthy) at my Payhip store: CAINAJULY The coupon code is valid through August 3, 2026. So if you need a new audiobook this summer, we've got you covered!

  3. Jul 13

    Episode 311: File Management For Indie Authors

    In this week's episode, we share nine tips and tricks to help indie authors manage their files. Since I now have 174 novels, file management has become important! This coupon code will get you 25% off the ebooks in the Dragonskull series at my Payhip store: JULYSKULL The coupon code is valid through July 27, 2026. So if you need a new ebook this summer, we've got you covered! TRANSCRIPT 00:00:00 Introduction and Writing Updates Hello, everyone. Welcome to Episode 311 of The Pulp Writer Show. My name is Jonathan Moeller. Today is July 10th, 2026. Today we are discussing file management tips for indie authors. Before we get into that, we'll have Coupon of the Week and an update on my current writing, publishing, and audiobook projects. First up, let's do Coupon of the Week. This coupon code will get you 25% off the ebooks in the Dragonskull series at my Payhip store. That coupon code is JULYSKULL. As always, the coupon code and the links to the appropriate pages in my Payhip store will be available in the show notes for this episode. This coupon code is valid through July the 27th, 2026. So if you need a new ebook for this summer, we have got you covered. Now let's have an update on my current writing, publishing, and audiobook projects. As I mentioned last week, Blade of Thieves is now out. You can get it at Amazon, Barnes & Noble, Kobo, Google Play, Apple Books, Smashwords, Bookshop.org, and my own Payhip store. It is selling well and people seem to be enjoying it, so thank you all for that. Now that Blade of Thieves is out, my next main project is Cloak of Frost, which will be the 15th book in the Cloak Mage urban fantasy series. As of this recording, I am 52,000 words into it. I'm thinking the rough draft will be about 100,000 words. So if all goes well, I hope to have the book out in August. My secondary project is Blade of Visions, the sequel to Blade of Thieves, and I am 4,000 words into that. Once Cloak of Frost is finished, Blade of Visions will become my new main project. In audiobook news, recording is done for Dragon-Mage, the sixth book in the Rivah series, and that will be excellently narrated by Leanne Woodward. I just have to proof/listen to that and then we can submit it to QA and then it should be showing up on the audiobook stories in a few weeks. Recording has started on Cloak of Worlds, which will be [recorded by] Hollis McCarthy, and Blade of Thieves, which will be [recorded by] Brad Wills. So look for more news and updates about that in the coming weeks. So that is where I'm at with current writing, publishing, and audiobook projects. 00:02:16 Main Topic of the Week: File Organization for Writers So let's move on to our main topic this week, file organization tips for writers. One of the inspirations for this episode was an episode of the sitcom Community, which is quite funny. In the episode, the college is making a movie based on a legal loophole because they have some archival footage of a suddenly popular actor. One of the characters, Jeff, becomes concerned that people aren't treating the movie as seriously as they would deserve. So he steals the laptop with the movie and sets out to edit it himself. However, Jeff doesn't know anything about editing a movie, so he watches a YouTube tutorial about how to edit videos. The first lesson is "Step 1: How to properly organize your files." Jeff rages that no, he just wants to learn how to edit movies. While realizing that proper file organization is vital in the age of digital video editing, maintaining a good file structure isn't quite as rigid for authors and writers as it would be for video editors. However, even though many people consider file structure to be old-fashioned or pointless in the age of Google Docs and AI, in my years working in IT, I found that people wasted many hours trying to find files unnecessarily. For example, I always flinch a little bit when I see someone whose desktop is just a wall of misplaced icons and thousands of documents stacked upon each other. I used to do tech support for someone who had the most amazing gift for the most unhelpful and un-useful file names, often with misspelled words. He would get very frustrated and angry that he couldn't find anything because he hadn't labeled files properly with good file names. Better file structures and file naming conventions would have saved them all that stress and time. It's not wise to have all your files stacked up on your desktop and hope for the best. As you grow as a writer, files suddenly become much more complicated than one single draft in a word processing file. There needs to be organization for audiobook files, cover art, marketing materials, research, and much more. Blade of Thieves was my 174th book. So if you think about it, that means I have 174 separate book files on my computer. Many of them have audiobooks. They all have cover art. The audiobooks have cover art, to say nothing of the hundreds of short stories I've written and all of that needs to be organized properly so I can find it when I need it to. So today we're going to talk about setting up and organizing file structures for your writing work. First of all, what do I mean by file structures? In traditional computing, files like Word documents and Excel spreadsheets are organized in folders. How you navigate through the folder structure on your computer or server to find the files is called a path. Much like with a real path on a hiking trail, you want the path to find a file in a folder to be as clear from junk and confusion as possible. Good file and folder naming is like setting up signs on that hiking trail to help you find the way. Setting up your folders and files correctly makes them easier to use, find, and share with others. So let's go through some tips on how to properly organize your writing files and save yourself much stress and hassle of trying to find things. #1: Make a plan before you begin. Instead of borrowing someone else's file structure, take some time to think about how you use your writing files every day. Do you have a lot of project files for each book like book research, cover ideas, mood boards, and so on? Do you do most of your writing collaboratively? Think about your working style, the amount of files you have, and what kind of files you have that need organizing. It helps to plan for flexibility and growth in the future as the amount of files you have grows. For example, if someone currently runs only ads on Amazon but wants to add other companies like Facebook or BookBub, it'd be messier to add files from those projects if everything in their advertising folder was all Amazon documents with no sub-folder for Amazon. Making an Amazon sub-folder right away in your advertising folder prevents confusion as you start to add other companies into your advertising strategy. What you design should be realistic and as simple to use as possible. Are you someone who makes grand and complicated plans, but then sees them fall by the wayside after a couple of weeks? Many people are. Good organization is something where it's easy to let the perfect be the enemy of the possible. If you design overly complicated file and folder structures and naming conventions that you can't remember without a 20-page guide, you're not very likely to keep up with it. It's better to make something simple that it's easy to remember. Carve out the time to do this with your full attention instead of trying to do it in bits and pieces on the fly. It may take anywhere from an hour to days, depending on how many writing files you have. At the very least, set up the initial folders in one chunk of time so the organization is in place before you start moving files around. #2: Clean up before you start organizing. Get rid of duplicate and obsolete files before starting to organize other files. It will save time and make the process easier. #3: File structure is supported by good naming. Versions and drafts should be numbered to find the most recent one. Be specific. "Second draft" or "Volume one" without a book title isn't helpful if there are multiple books with that name across multiple folders. If you are using dates, be sure to include day, month, and year because in 10 years, "March ads" is not going to make much sense without the context of a year. Be consistent in how you order month, date, and year in a file because being inconsistent with it could make for mixed up dates. #4: Version control. "Rough draft THIS ONE" is not a good name to indicate that this is the latest draft and never use "final" as part of a draft or project name until it's well and truly done. On both Windows, Mac, and Linux, you get 256 characters for file names and it's a good idea to use them to be as descriptive as possible in your file names. #5: Be consistent. Don't make a folder called "Fix These File Names Later" because guess what? That date won't come. In the meantime, you'll probably get annoyed trying to find one of those files that don't have a correct name. If you're struggling with remembering to use your folder and file names, either make yourself a one-page reminder guide or take it as a sign that you might have made your structure and naming conventions too complicated. Remember that simpler is always better. #6: Document it. As with so many areas of life, proper documentation will help you remember something in the future. Write out how your folders are going to be structured, what style and formatting you will use to name the folders and files, and give yourselves some examples to jog your memory. If you're sharing the files and folders with others, make sure to share documentation with them and go over the system with them. That will save much time later since you won't have to spend so much time explaining to people where to find things in your file structure. #7: Decluttering isn't just for your college t-shirts. Schedule a regular time monthly or quarterly t

  4. Jul 6

    Episode 310: 5 Lessons Indie Authors Can Learn From Tradpub

    In this week's episode, we take a look at 5 lessons indie authors can learn from tradpub. This coupon code will get you 50% off the audiobook of Dragonskull: Crown of the Gods, Book #9 in the Dragonskull series, (as excellently narrated by Brad Wills) at my Payhip store: JULYCROWN The coupon code is valid through July 20, 2026. So if you need a new audiobook this summer, we've got you covered! TRANSCRIPT 00:00:00 Introduction and Writing Updates Hello, everyone. Welcome to Episode 310 of The Pulp Writer Show. My name is Jonathan Moeller. Today is July 2nd, 2026 and today we are discussing five lessons indie authors can learn from traditional publishing. Given how negative I've been about traditional publishing over the years, that may be a bit of a surprise, but we will find out more later. We will also have a Coupon of the Week and a progress update at my current writing, publishing, and audiobook projects. So let's start off with Coupon of the Week. This week's coupon code will get you 50% off the audiobook of Dragonskull: Crown of the Gods, Book #9 of my Dragonskull series (as excellently narrated by Brad Wills) at my Payhip store. That coupon code is JULYCROWN. As always, you can get the coupon code and the links to my Payhip store in the show notes for this episode. This coupon code will be valid through July 20th, 2026, so if you need a new audiobook for your summer travels, we have got you covered. And now for an update on my current writing, publishing, and audiobook projects. I'm pleased to report that Blade of Thieves is now done and published. Once this episode goes out, you should be able to get it at Amazon, Barnes & Noble, Kobo, Google Play, Apple Books, Smashwords, bookshop.org, and my own Payhip store. It's starting off strong, so thank you to everyone who is reading and enjoying it. Thank you for everyone being patient while I got to it. Now that Blade of Thieves is finished, my next main project will be Cloak of Frost, the 15th book in the Cloak Mage urban fantasy novel series. I'm currently 24,000 words into that. I think the rough draft will be about 100,000 words. If all goes well, I hope to have that out in August. My new secondary project is now Blade of Visions, which of course will be the direct sequel to Blade of Thieves. As of this recording, I am 1,000 words into it. In audiobook news, Leanne Woodward has started recording Dragon-Mage and Hollis McCarthy is currently recording Cloak of Worlds, which was the 13th book in the Cloak Mage series. In a few days after this, Brad Wills is going to start recording on Blade of Thieves. So we should have a bunch of new audiobooks coming up for you to listen to before too much longer, if all goes well. So that is where I'm at with my current writing, publishing, and audiobook projects. 00:02:23 Main Topic of the Week: 5 Things Indie Authors Can Learn From TradPub Now onto our main topic this week, five lessons indie authors can learn from TradPub. Given how critical I have been and continue to be of traditional publishing on this blog and my podcast, this might come as a bit of a surprise and this should be in no way an endorsement for anyone to pursue traditional publishing. My blunt opinion is that if you are a new author starting out, you are much, much, much, much, much, much, much, much, much, much better served going indie instead of traditionally publishing. You will retain ownership over your IP. You will potentially be able to make more money and you won't have to deal with the various problems endemic in traditional publishing. Occasionally I see on social media a newish author trying to get an agent or being excited that an agent responded to their query letter or whatever. I don't do this because arguing with strangers on the internet is a waste of time, but I want to tell them, "Don't do this. Go indie. You'll be much happier in the long run and you won't have to worry about your agents stealing all your money," of which there have been documented cases that have happened. Now with all those caveats aside, traditional publishing has lasted for a long time. There is a reason that traditional publishing has survived so many changes and continues in many different forms to this day. And while I wouldn't recommend that you pursue traditional publishing, there are things you can learn from it to enhance your career as an indie author. So today I'm going to talk about five things you can learn from TradPub as an indie author. #1: Your book doesn't exist in a vacuum. Many authors are resistant to their book being put into categories or being paired with similar books. I've frequently noticed that aspiring and first time authors are particularly resistant to the either idea of their book best fitting into a single category or being similar to another authors. It doesn't mean that your book isn't creative or unique, it's accepting the reality of bookselling. Even in the modern indie era, books are still very much classified by a limited number of categories on book sites and ads are built on comparing your books to other authors. Focus on the category that best represents your book if it spans genres and focus extra effort on finding similar authors to help potential readers understand what type of book you are offering. For example, I had this problem with Cloak Games and Cloak Mage for a couple of years because the series is primarily an urban fantasy, but it's also set 300 years in the future. There are increasing science fiction elements in the series. The protagonist has visited several different planets and so forth, so trying to cram that all into an ad description or an ad targeting is a difficult proposition. I had better success when I started describing the series as the Dresden Files crossed with the Shadowrun RPG, which readers of it will say probably captures it quite well and then in the marketing, I always focus on the urban fantasy elements. I don't even mention the sci-fi elements because I think that's a fair representation of the book is that it's 80% urban fantasy with some sci-fi stuff in the background. So that is an example from my own books that I've done where I have emphasized the urban fantasy and contemporary fantasy aspect of Cloak Mage in the advertising and then just didn't mention the rest of the stuff in the other advertising. Traditional publishers even create the feeling of similarity with their own books by using the same artists and styles for their book covers. There was a post going around last year showing all the romance books with blue covers, cartoon figures facing each other while outside, and swooping white font. Book genres have conventions and trends in their covers. Instead of fighting that, you might want to take a time to look at the best sellers in your category to take note of what's working for other authors in your category. A book cover doesn't have to match everything about your book. It just has to give people a quick impression of what the book is about so it makes sense and doesn't confuse people and gives them something that is least in line with genre expectations. My rule of thumb for book covers is always that it should, in a space of two seconds of looking at a book cover, it should tell you the title of the book, the author of the book, and the genre of the book and it should do this all in an aesthetically pleasing and attractive matter. Those are essentially the four rules for a successful book cover, that you look at it and you can within two seconds know the title, the author, the genre, and it's presented in aesthetically pleasing and attractive manner. So to get a good book cover for your category, it would be a good idea to look at the other books in your category and see if you can find a design that while it doesn't copy the other designs, nonetheless follows some of the same design rules. #2: Timing matters. Traditional publishing is largely based on three seasons: spring, summer, and fall. By building the release schedule this way, it offers reliability for booksellers and libraries and each season has a general theme that makes it easier to market new releases. For example, fall has a lot of prestige literary fiction titles while summer might focus more on beach reads and SATs study guides. Indie publishing isn't beholden to this type of thinking about scheduling book releases, but it's smart to learn from what has worked for traditional publishing over the last couple centuries. Book sales in the US are generally a little softer in January and the summer and peak around the winter gift giving season. Thrillers often get published in September and October so they can get the "spooky season" boost from people looking for Halloween adjacent reads. It makes sense to look at the rhythm of what has been working for bookselling in your genre and see if there's a time that is especially advantageous for you to put out your book where you're just starting out and don't have very much in the way of your own sales data yet. For myself, I found what indie authors really need to watch out for is holidays. Publishing a book the day before Christmas or the day after Christmas is not a good idea. One of the reasons I didn't rush to get Blade of Thieves out the last week of June is because a lot of people will be taking the last week of June off because it leads right into the 4th of July holiday, which is why Blade of Thieves came out after 4th of July. I'd say the weakest times in my experience for indie authors are generally on November, December (because of the late Christmas), and then August and September also tend to be fairly weak because that is back to school time, which is very often very expensive and a financial strain for many people, in addition to their time and energy being focused on things other than recreational reading. Also, I've been doing this long enough to say this with some authority is that presidential election years, esp

  5. Jun 29

    Episode 309: Seven Tips For Audiobook Profitability For Indie Authors

    In this week's episode, we offer 7 tips indie authors can use to help their audiobooks turn a profit on production costs. This coupon code will get you 25% off the ebooks in the Ghost Night series at my Payhip store: JUNENIGHT The coupon code is valid through July 13, 2026. So if you need a new ebook this summer, we've got you covered! TRANSCRIPT 00:00:00 Introduction and Writing Updates Hello, everyone. Welcome to Episode 309 of The Pulp Writer Show. My name is Jonathan Moeller. Today is June 26th, 2026 and today we are sharing seven tips for audiobook profitability for indie authors. Before we get to that, we will have Coupon of the Week and an update on my current writing, publishing, and audiobook projects. First up is Coupon of the Week and this week's coupon code will get you 25% off the ebooks in the Ghost Night series at my Payhip store. That code is JUNENIGHT. And as always, the coupon code and the links to my Payhip store will be available in the show notes for this episode. This coupon code will be valid through July the 13th, 2026. So if you need a new ebook series to read this summer, we have got you covered. Now let's have an update on my current writing, publishing, and audiobook projects. I am pleased to report I am on the second editing pass of Blade of Thieves. I am about 13% of the way through that. And so if all goes well, I think the book will be out after the 4th of July weekend/second week in July, if all goes well. I have a few real life things to do that might slow that down, but I am very, very keen to finally have this book out after the 4th of July weekend. After Blade of Thieves is published, my next project will be Cloak of Frost, the 15th book in the Cloak Mage series. I am 17,000 words into that and I am hoping that will be out in August, if all goes well. I have no audiobooks currently in production, but that will change next month because Brad Wills will be recording Blade of Thieves once it's done. Hollis McCarthy will be recording Cloak of Worlds and Leanne Woodward will be recording Dragon-Mage. So we'll go from having no audiobooks being worked on to a bunch being worked on all at once. Funny how things tend to bunch up like that. So that is where I'm at with my current writing and publishing and audiobook projects. 00:01:59 The Economics of Audiobook Production for Indie Authors [All money amounts mentioned are in USD.] Now today I want to talk about a very advanced level indie author topic, namely audiobook production and the economics of it. Recently there's been some controversy because ACX (which is Amazon's audiobook production platform) has been changing its royalty model and rolling out what they call synthetic voice, which is basically an AI generated voice. Some writers have been using it because it's a lot cheaper than a good human narrator, but the flip side is that not many people like listening to it and won't pay money for it. Admittedly, synthetic voice is not fundamentally a new technology. Text to speech has been around forever. Macs have had it since I believe 1984, back when 120 kilobytes of RAM was a lot. As a brief digression, I wish the term AI hadn't been bandied about so liberally. Before the public backlash began against generative AI and data centers, the term AI was trendy, so it got slapped on a lot of things that are actually wildly different than generative AI. I saw a post where someone was complaining about the locations in Starfield being AI generated, when in fact they're procedurally generated, which is something totally different. Anyway, synthetic voice is just a more advanced version of the text to speech technology that's been around since the early 1980s. The fear is that AI generated audiobooks will swamp the market and dominate most of ACX's payment model. Now, while that is a valid fear, I strongly suspect that it is not going to work out that way, given the hostility I have observed towards synthetic voices, especially in fiction. I think what'll happen is authors who use synthetic voice will save a lot of money by not paying a narrator, but then they won't actually make any money because no one will want to buy these machine voiced audiobooks. I have some basis for that because in the early 2020s, I experimented with making synthetic voice versions of my Silent Order science fiction series and putting them on YouTube. The overwhelming response was that people liked the story but hated the computer generated voice. It might be different for nonfiction. A romance novel with a synthetic voice would obviously be quite flat, but that wouldn't matter as much for a primer on tax law or agriculture or something similar. So there's a lot of uncertainty on whether or not audiobooks can still be profitable for indie authors. However, I suggest this is nothing new. Audiobooks have always been indie publishing on hard mode, partly because they're expensive to produce and partly because they're harder to sell than ebooks and sometimes even paperbacks. That said, I'm on my eighth year of self-publishing audiobooks and some of them have made back their production costs and turned a profit. So I thought it would share seven tips on how to have profitable self-published audiobooks. #1: Think long term. If you want your audiobooks to be profitable, you need to think in the long term. ACX has this program called Royalty Share where rather than pay a narrator, you and the narrator split the royalties on the audiobook for the next seven years and after those seven years are passed, you get all these subsequent royalties. I've never taken this option, but I cite it here because I think seven years is not an unreasonable amount of time for an audiobook to earn back its production cost. People always blanch a bit when I say that, but I've been doing self-published audiobooks for eight years now, so let's see how some of them have done. The Frostborn audiobooks, 100% of them have earned back their production cost. Of the 24 Ghosts books in audio, about the first 10 have earned back their production cost. For Cloak Mage, of the 12 Cloak Mage books currently in audio, about the first three and a half have earned back their production cost. For Dragonskull, of the nine Dragonskull books, the first three and a half have earned back their production cost. For Malison, of the four Malison books, they have 100% earned back their production cost. It helps that they're short. For The Shield War, of the six Shield War books, the first one has earned back its production costs, but I only started the series in 2023. The Linux Command Line Beginner's Guide (my one nonfiction book) has totally earned back its production cost. So I don't think seven years is an unreasonable length of time to earn back the production cost for an audiobook. That means you have to think long term, almost like a small business owner buying a new piece of equipment. Depending on the business, the owner might budget for the equipment making back what he paid for it in four or five years, or if he has to take out a loan to buy the equipment, he'll calculate how long it'll take to pay back that loan. Like for example, I just had to pay a lot of money to have these struts in my car fixed and I expect the garage owner carefully considered how much he would spend on his vehicle hoist since I believe a new vehicle hoist and installation typically costs between $7,000 and $12,000 and how long it would take him to make back that money. All successful small business owners have to think like this. Now this mindset is a bit tricky for indie authors because we often have a strong tendency to think in the short term, especially new indie authors who want their books to make a ton of money right now. But as I said above, audiobooks are self-publishing on hard mode, so you need to decide whether it is worth the investment and if you're comfortable waiting a few years to earn back the production cost over time. The reality is that if you are paying a professional narrator to create an audiobook, you're paying $200 per finished hour or above, which is a small business expense. So for that kind of money, you need to think about the audiobook like a small business owner. #2: Deductions First off, I am not a lawyer and this is not legal advice and I am not an accountant and this is not investment/financial advice. If you want financial/investment advice, you should talk to an accountant or financial planner properly certified with the tax laws of your state, province, and nation. If you want legal advice, you should talk to a lawyer licensed to practice in your jurisdiction. The way my writing business is set up, I can take the production cost of audiobooks as a deduction against my taxes. This initially was one of the reasons I got into self-published audiobooks in the first place way back in 2018. I realized that if I was going to have to pay the money in taxes anyway, I might as well spend some of it on audio production instead, since that way I'll at least get a revenue generating asset out of it. Other small businesses will sometimes do this when they approach the end of their fiscal year and realize they have more tax liability than expected, so it's probably time to invest in some new equipment or upgrades that they would need anyway. Like maybe the garage owner we mentioned earlier has a really good year so he decides it's a good time to spend that $12,000 on a new vehicle hoist so he doesn't have quite so high a tax bill at the end of the year. I once had someone tell me rather self-righteously that this was a tax dodge and therefore immoral, but that's ridiculous. [Transcriptionist's side note: I wish I had that person's level of unearned confidence. I'd use it for cliff diving or starting a library just for puppies and the weirdest, clumsiest orange cats. Literally anything else.] No less of an authority than Jesus Christ himself said that to render under Caesar what

  6. Jun 22

    Episode 308: Advantages To Kindle Unlimited

    In episode 306, we looked at the advantages of taking your book wide to all retailers. In this week's episode, we'll look at the other side of the coin and examine eight advantages to placing your book in Kindle Unlimited. This coupon code will get you 50% off the audiobook of Dragonskull: Doom of the Sorceress, Book #8 in the Dragonskull series, (as excellently narrated by Brad Wills) at my Payhip store: JUNEDOOM The coupon code is valid through July 7, 2026. So if you need a new audiobook this summer, we've got you covered! 00:00:00 Introduction and Writing Updates Hello, everyone. Welcome to Episode 308 of The Pulp Writer Show. My name is Jonathan Moeller. Today is June 19th, 2026 and today we are looking at the advantages of using Kindle Unlimited for your books. Two weeks ago, we had an episode about the advantages of going wide and distributing it away from Amazon, but there is another side of the coin and today we're going to look at it in the advantages of Kindle Unlimited. We also have an update on my current writing, publishing, and audiobook projects and Coupon of the Week. So let's start off with Coupon of the Week. This week's coupon code will get you 50% off the audiobook of Dragonskull: Doom of the Sorceress, Book #8 in the Dragonskull series (as excellently narrated by Brad Wills), at my Payhip store. That code is JUNEDOOM. As always, the coupon code and the links to my Payhip store will be available in these show notes for this episode. This coupon code will be valid through July 7th, 2026. So if you need a new audiobook for your travels this summer, we have got you covered. So now let's take a look at where I'm at with my current writing, publishing, and audiobook projects. I'm pleased to report that the rough draft of Blade of Thieves is done. It turned out to be just about as long as Blade of Wraiths. I'm also finished with Orcish Fury, which will be the bonus short story that newsletter subscribers will get a free ebook copy of when Blade of Thieves comes out. I am now editing Blade of Thieves. The first two chapters are edited. I am not sure how many chapters I'll end up with because I've gotten into the habit of splitting up longer chapters into shorter chapters lately since readers seem to prefer that. I do think the book will probably be out after 4th of July weekend if all goes well, because it is a big book and I'm going to have to do a fair bit of editing and I do have a few more things to do in real life that might slow the process down. But if all goes well, the book should be out shortly after the 4th of July weekend. I am also 13,000 words into Cloak of Frost, which will be my next main project once Blade of Thieves is finally done. That will probably be available in August, if all goes well. In audiobook news, at the moment I have no audiobooks in active production, but that will change next month because Leanne Woodward will be recording Dragon-Mage. Hollis McCarthy will be recording Cloak of Worlds and Brad Wills will be recording Blade of Thieves once I finally get it done. So it's funny how things always seem to do a bunch up like that rather than having a more conveniently distributed fashion, but I suppose that's just the nature of life. In other audiobook news, I mentioned earlier that Cloak of Dragons is now available in Audible Plus for those of you who are Audible listeners who have a plan that includes that. Before too much longer, I'm going to start working on the audiobook version of Cloak Mage Omnibus Four, which will combine I believe Cloak of Embers, Cloak of Titans, and Cloak of Illusion into one audiobook bundle. I've done that before [in] the past [with] Cloak Mage books and it's worked pretty well, so we're going to do it with this one as well. I'm going to start working on that next week because I've got to make the cover and then it takes forever to upload all the audiobook files. Hopefully that will be out sometime in July, if all goes well. So that is where I'm at with my current writing, publishing and audiobook projects. 00:03:23 Main Topic of the Week: When and Why to Put Your Books in Kindle Unlimited (KU) Now let's move on to our main topic this week, when and why to put your books in Kindle Unlimited. You might remember that two weeks ago (with Episode 306, I believe) we discussed the advantages and benefits of taking your books wide and not exclusive to Amazon. However, there are reasons it might actually be a good decision to put your books in Kindle Unlimited. In this week's episode, we'll talk about why you might want to consider putting your book in Kindle Unlimited. First, we should discuss how Kindle Unlimited actually works, defining our terms, so to speak. Kindle Unlimited is Amazon's merchandising program for ebooks, essentially. To use the program, you agree that your ebook will be exclusive to Amazon for the next three months (and by default, it auto renews, but you can turn that off in the dashboard). The advantages to you for using Kindle Unlimited are that in addition to buying your book outright, people can also check it out in the Kindle Unlimited program and then you get paid based on how many pages they read. The payout typically varies, but it's usually 45% of one cent [USD] per page read. For example, Half-Elven Thief, you can buy it for $4.99, but in terms of Kindle Unlimited, it comes to about 300 Kindle Unlimited pages, which means that if a reader reads the entire book, I typically get about $1.35 for a complete read. Obviously, this advantages longer books, whereas with the sale of the book, I would get like $3.49, which is significantly more, but it is possible to make up in volume of page reads lost sales on other platforms if the circumstances are right. So that is how Kindle Unlimited works. And now we will look at eight reasons why it is a good idea or why it might be a good idea and why it might be advantageous for you to put your books into Kindle Unlimited. #1: Certain genres are KU dominant. This is not true across all genres, but certain genres tend to be heavily dominated by Kindle Unlimited readers. For example, LitRPG is a unique case because the most popular LitRPG tends to be in serialized form on sites like Royal Road and similar sites, but when it does come to ebook form, it's usually on Kindle Unlimited. So if you're looking to read LitRPG, you will find most of it on Kindle Unlimited and not on the other sites. Other genres tend to be not totally dominant to that effect the way that LitRPG is, but do still have a great deal of strength in Kindle Unlimited, such as military sci-fi, certain kind of thrillers, and certain romance genres as well tend to be very heavily dominated by Kindle Unlimited. So if you are writing in one of those genres, it may be worth your while to consider that it may be advantageous to you to put your book in Kindle Unlimited and see how it performs. #2: The Kindle Unlimited Boost It's no secret that Amazon definitely puts its thumb on the scales for Kindle Unlimited books as opposed to regular ebooks. I've noticed that Kindle Unlimited books tend to go higher in the Amazon rankings. They tend to stay up there for longer than non-Kindle Unlimited books and that reviews generally show up faster for Kindle Unlimited books than they do for non-Kindle Unlimited books. That last part might vary, but the ranking thing is true. It's also true that the higher a book stays in the Amazon rankings and for longer, the more likely it is Amazon is to generate "we think you might like this" emails and send them out to readers in hopes of drawing them to your books. So it is true that Amazon definitely gives a lot of advantages to Kindle Unlimited books that other books don't get. And depending on your sales strategy and your genre, as we mentioned before, it might be worthwhile for your book to be in Kindle Unlimited. #3: Your sales data supports it. If you publish a book wide and after you look at a couple of months of sales data and you notice something like 95% of the sales are coming from Amazon, it might be worthwhile to consider taking the book exclusive and putting it in Kindle Unlimited since in that instance, the boost of page reads and page reads revenue would make up for the sales you clearly aren't getting on the other platforms. Now the threshold for this obviously varies a good deal. I've had months in the past where only like 45% of my revenue came from Amazon and in some of my older series in particular, the Amazon revenue tends to only be around like 40 to 45% and the rest comes from all the other retailers. So in that case, obviously it would be a very poor decision to take the book exclusive to Amazon and take it off all the other retailers. So this is a case where it is once again a good idea to monitor your sales data closely so you can make informed decision rather than working off of gut hunches and guesswork. #4: It permits you to reach readers who aren't buying individual books and value conscious readers. When I've talked about Kindle Unlimited on Facebook and my website in the past, I usually get comments from people who point out that they are on fixed incomes, whether from retirement or disability or taking care of other relatives and so forth and that Kindle Unlimited for them is a great deal because in exchange for $12 a month, they can read as many KU books as they have time to read. That is true. Kindle Unlimited is a much better deal for readers than it is for the majority of writers. And having your book in Kindle Unlimited is a way to reach those value conscious readers who will not buy individual ebooks for whatever reason, whether budgetary constraints or other reasons but do have a Kindle Unlimited subscription. Kindle Unlimited offers you a way to reach those readers that you otherwise would not and that is a potentially useful advantage. #5: It helps you to find new readers and binge readers. Kindle Unlimited kind of works a

  7. Jun 15

    Episode 307: Audiobook Sampler Platter, the Fifth Course!

    In this week's special episode, I provide a writing update, and share audiobook samples from the fifth book in four of my different series. This coupon code will get you 25% off the ebooks in the Silent Order series at my Payhip store: SILENTJUNE The coupon code is valid through June 29, 2026. So if you need a new ebook this summer, we've got you covered!

  8. Jun 8

    Episode 306: Beyond Amazon - Reasons to Diversify Your Sales Platforms

    In this week's episode, we take a look at eight reasons to diversify your ebooks sales beyond just Amazon and Kindle Unlimited. This coupon code will get you 50% off the audiobook of Dragonskull: Wrath of the Warlock, Book #7 in the Dragonskull series, (as excellently narrated by Brad Wills) at my Payhip store: WARLOCKJUNE The coupon code is valid through June 22, 2026. So if you need a new audiobook this summer, we've got you covered! TRANSCRIPT 00:00:00 Introduction and Writing Updates   Hello, everyone. Welcome to Episode 306 of The Pulp Writer Show. My name is Jonathan Moeller. Today is June 5th, 2026 and today we'll discuss eight reasons you should diversify your book sales beyond Amazon. We'll also talk about Coupon of the Week and give a progress update on my current writing, publishing, and audiobook projects.   So let's start off with Coupon of the Week. This week's coupon code will get you 50% off the audiobook of Dragonskull: Wrath of the Warlock, Book #7 in the Dragonskull series (as excellently narrated by Brad Wills), at my Payhip store. That coupon code is WARLOCKJUNE. As always, the coupon code and the links to my Payhip store will be available in the show notes for this episode. This coupon code is valid through June 22nd, 2026, So if you need a new audiobook for the summer as you go on a summer road trip, we have got you covered. Now let's talk about my current writing, publishing, and audiobook projects. As of this recording, I am 80,000 words into Blade of Thieves, which puts me in Chapter 17 of 25 of my outline. So we're closing in on the end. I think we're going to be about 110-115,000 words or thereabouts in the rough draft. So hopefully a couple more solid pushes and we'll get there to the end. I hope to be at 90,000 words by this point, but there is quite a lot to do in real life so we didn't quite get there, but 80,000 words is still better than nothing. For Cloak of Frost, as of this recording, I am now 9,000 words into it and that will be my main project once Blade of Thieves is done. I was hoping to have Blade of Thieves come out in June, but July is looking more likely at this point. Hopefully Cloak of Frost will come out the month after Blade Thieves comes out, whenever that is.   In audiobook news, I'm pleased to report that Blade of Wraiths (as excellently narrated by Brad Wills) is now out at all audiobook platforms. Get it at Audible, Amazon, Apple, Google Play, Kobo Books, Chirp, my own Payhip store and all the usual audiobook stores. At the moment, I have no other audiobooks in active production, but once Blade of Thieves is done, Brad will also be recording that. Later this month, Hollis McCarthy is scheduled to start on Cloak of Worlds and in July, Leanne Woodward is going to record Dragon-Mage, the most recent Rivah book. So we don't have any audiobooks being produced right now, but we will in the future. So that is where I am at with my current writing, audiobook, and publishing projects.   00:02:32 Main Topic of the Week: Beyond Amazon: Reasons to Diversify Your Sales Platform   Now onto our main topic this week, Beyond Amazon: Reasons to Diversify Your Sales Platform, which is something you know I do quite often given how often I talk about my links to my Payhip store on this very podcast.   For a long time, the conventional wisdom has been that Amazon has 80% of the US book market and putting your ebooks into Kindle Unlimited was the best route of success because of that monopoly and some of the algorithmic benefits Amazon gives to KU authors. While it's true that certain genres (especially LitRPG and romance) are almost exclusively focused on Amazon and KU in the US, going exclusive with Amazon is not necessarily the best course of action for everyone, especially if you're interested in growing your international sales.   Today we'll talk about reasons why putting your books in KU is limiting and in the interest of fairness, in two weeks, we will also be doing an episode later [about] when putting your book in KU is a good idea and some of the benefits of that. But today we're going to start with the benefits of diversification. Here are eight reasons you might want to consider moving beyond just Amazon, which is often called going wide in the Indie Publishing world. #1: Increasing your global reach.   It may surprise you to know that the Kindle store is not available in every country and that other countries have a strong competitor to the Kindle store. For example, in Canada, Kobo is Amazon's main competitor and has traditionally a strong market share there, quite a bit larger than Amazon Canada based on my own sales data. Kobo is also very strong in many European markets. Additionally, because there are many more Android users internationally than there are in the US, Google Play Books is important in non-US countries. It's also an easy platform for users and integrates into the Google ecosystem as well. Data usually finds that while the iPhone [iOS] is dominant in the United States, Android tends to be the majority mobile operating system in the rest of the world. So if you want to access Android users in the Google Play Book Store, then you want to be on Google Play Books. #2: Some people are boycotting Amazon.   There are many readers who boycott Amazon or American-led companies for a number of reasons. It is possible to overstate the strength of these. I've seen many people be alarmed about Amazon boycotts impacting their sales, but it never really seems to materialize. I suspect a lot of the boycotting thing is much louder online than it is in real life. That said, it is undeniable. There are people who will not buy ebooks or anything from Amazon for a variety of reasons. So if you sell your books only through Amazon, you're missing out on that group of readers. Some categories of romance have also been affected by Amazon boycotts, so it's worth investigating other options if you're an author in these categories.   #3: Kobo Plus.   Kobo offers a subscription program called Kobo Plus that unlike KU, does not require exclusivity to participate in it. Over three million ebooks and 100,000 audiobooks (quite a few of which are mine) are available to subscribers for less than the cost of a KU subscription. Kobo has been gaining popularity in the US in part due to their subscription program. I have to admit my own personal experience with Kobo Plus as an indie author has been almost entirely positive. When it first came out, I was a little leery of it, but then I decided to test it out by putting Frostborn into it and that did quite well and I was pleased enough with the results that now I just put everything in Kobo on Kobo Plus and that has paid off because the majority of my month to month Kobo revenue and the majority of my yearly Kobo revenue comes from Kobo Plus now. In March and April, I had two of my best months ever on Kobo in the 14 years I've been publishing with Kobo entirely off the strength of Kobo Plus. So my experience with it has been if you write a really long series like that that generates a strong read through (like Frostborn is 15 books, Sevenfold Sword was 12 books, Cloak Mage as of this point is up to 14 books), then it would be definitely advantageous to you to investigate Kobo Plus.   #4: It gives you the chance to support independent booksellers through bookshop.org.   This past year, bookshop.org made a deal with Draft2Digital that made it possible for indie authors to put their books on the bookshop.org platform. In the past, has not been particularly easy or straightforward for small indie bookstores to sell ebooks, so this is an opportunity for physical indie bookstores based in the US. For American readers who want to shop local but still read ebooks, it's nice to be able to offer them an option that benefits their local communities. It also gives these bookstores a way of supporting local authors without having to find physical space for them within the store itself. Bookshop.org is still in the early stages of accepting indie ebooks and there are some things that need to be worked out with features on their app, especially about user complaints about a lack of flexibility with DRM-free e-books. Still, romance and what the site calls "serious nonfiction" are growing rapidly on the platform, so it's definitely worth exploring, especially for authors in those categories. If they do succeed in their plans to put out their own ereader, that would make the platform even more attractive to many book buyers.   #5: Direct sales equals greater profit, extras, price fixability, et cetera.    Having your own sales platform (typically hosted on sites like Payhip and Shopify) gives you far more control over your sales platform. It also gives you a far greater cut of the profits. To give an example, if I do a coupon code for one of my audiobooks on my Payhip site to make it 50% off like I did earlier in this episode with the Dragonskull: Wrath of the Warlock coupon, I still earn a similar amount as if someone had bought it for full price on Audible.   A direct sales platform also allows you to create discounts for sales far more easily than on other platforms. Additionally, you don't have to wait for ebooks or audiobooks to get through processing on a direct sales site like you do with ACX and the other sites, which makes when a book or audiobook is ready for sale far more predictable. You can also bundle things with ebooks like such as the book file in multiple formats or bonus items like maps, worksheets, or charts. On the other ebook sites, this isn't typically possible. Direct sales gives you a greater flexibility in terms of selling. You can include bonus items and it's also a good fallback position if one of the main sites isn't working. I first got into direct sales in 2021 because Barnes & Noble had its big ransomware hack then and for a while it was impossibl

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About

Hosted by Jonathan Moeller (author of the FROSTBORN and SEVENFOLD SWORD fantasy series and the SILENT ORDER scifi series), the Pulp Writer Show discusses how to write, format, publish, and sell your novel. Sometimes there are jokes.

Information

  • Creator
    Jonathan Moeller
  • Years Active
    2019 - 2026
  • Episodes
    314
  • Rating
    Clean
  • Copyright
    © Copyright Jonathan Moeller
  • Show Website
    The Pulp Writer Show