What Is a Mass Market Paperback Book and How Can Small Businesses Write and Market One?

Mass market paperback books are a staple of the publishing industry, offering an affordable and portable way for readers to access a wide variety of literature. For small businesses, writing and selling a mass market paperback can be an excellent opportunity to build brand authority, share valuable knowledge, and even create an additional revenue stream. In this blog post, we’ll explore what a mass market paperback is, how small businesses can write one, the costs involved, and how to effectively market it.

What Is a Mass Market Paperback Book?

A mass market paperback (MMPB) is a small, inexpensive edition of a book that is printed in large quantities and distributed through retail outlets like bookstores, supermarkets, airports, and convenience stores. Unlike hardcover books or trade paperbacks, mass market paperbacks are usually priced lower, making them more accessible to a wider audience.

Key Characteristics of Mass Market Paperbacks:

• Size: Typically smaller in dimensions (about 4.25” x 7”) than trade paperbacks, making them more portable.

• Price: Priced lower than other formats, usually between $7 and $15.

• Distribution: Widely distributed through non-traditional book retailers, including supermarkets and airports, making them easy to find.

• Format: Printed on lower-quality paper and with a simple, often non-glossy cover, which contributes to their affordability.

Mass market paperbacks are commonly used for fiction, particularly genres like romance, thriller, and science fiction, but they can also be an ideal format for small business owners looking to publish books on business strategies, entrepreneurship, or industry-specific knowledge.

How Small Businesses Can Write a Mass Market Paperback Book

Writing a mass market paperback is not just reserved for novelists. Small business owners can create valuable content that resonates with their audience, positioning themselves as industry experts. Here’s how small businesses can write a mass market paperback:

1. Choose a Niche Topic:
Select a topic that aligns with your business expertise and solves a problem for your target audience. For example, if you run a marketing agency, you could write a book on "Digital Marketing Strategies for Small Businesses." The key is to focus on actionable advice that readers will find useful.

2. Plan the Content:
Outline your book’s structure, breaking it down into chapters that cover different aspects of your chosen topic. Plan for a word count between 40,000 and 60,000 words, as mass market paperbacks are often shorter than trade paperbacks or hardcovers.

3. Write the Manuscript:
Dedicate time to writing your manuscript, or consider hiring a ghostwriter if you need help articulating your ideas. Keep the tone conversational and informative to ensure it appeals to a broad audience.

4. Edit and Proofread:
After completing the first draft, edit and proofread the manuscript thoroughly. Hiring a professional editor is advisable to ensure the content is polished and free of errors.

5. Format the Book:
Mass market paperbacks have specific formatting requirements due to their smaller size. Work with a professional book designer who can format the manuscript and design a cover that stands out while adhering to industry standards.

How Much Does It Cost to Write and Publish a Mass Market Paperback?

The cost of writing and publishing a mass market paperback can vary depending on several factors, including the services you choose to outsource and the size of your print run. Below is a breakdown of typical costs:

1. Writing Costs:

• Self-Written: If you write the book yourself, the cost is mainly your time.

• Ghostwriting: Hiring a ghostwriter can cost between $5,000 and $30,000, depending on the length and complexity of the book.

2. Editing and Proofreading:
Professional editing services range from $1,000 to $5,000 depending on the length of the manuscript and the level of editing required (e.g., developmental editing vs. proofreading).

3. Book Design and Formatting:

• Cover Design: Professional cover design for a mass market paperback typically costs between $500 and $2,000.

• Interior Formatting: Proper formatting for the smaller size of mass market paperbacks can cost $500 to $1,500.

4. Printing Costs:
Mass market paperbacks are generally printed in large quantities to reduce per-unit costs. For a print run of 1,000 to 5,000 copies, the cost per book can range from $1 to $3, depending on page count and quality. Larger print runs may reduce the cost per book further.

5. ISBN and Distribution Fees:
An ISBN (International Standard Book Number) is required for commercial book sales and typically costs $125 for a single number, though bulk purchases are cheaper. Distribution costs vary depending on whether you’re distributing through traditional retailers or online platforms like Amazon.

How to Market a Mass Market Paperback

Once your book is ready, it’s essential to create a strong marketing plan to reach your target audience. Here are some strategies to market your mass market paperback:

1. Leverage Social Media:
Use your business’s social media platforms to promote the book’s launch. Share behind-the-scenes content, book excerpts, and reviews to generate interest. Social media ads targeting specific demographics can also be highly effective.

2. Use Email Marketing:
If you have an email list, promote the book to your subscribers with exclusive pre-sale offers or discounts. You can also include excerpts or sneak peeks to engage your audience.

3. Partner with Influencers or Industry Experts:
Reach out to influencers or experts in your industry who can review or promote your book to their audience. Guest blogging or podcast appearances are also great ways to spread the word.

4. Host Events or Webinars:
Consider hosting a launch event, either virtually or in person, where you discuss the book’s key themes and offer signed copies. Webinars are also effective for showcasing the book's value, especially if it's educational or business-related.

5. Offer the Book on Multiple Platforms:
In addition to physical copies, consider offering the book as an eBook on platforms like Amazon Kindle or Apple Books. This allows you to reach a broader audience, including those who prefer digital reading formats.

6. Use Paid Advertising:
Invest in paid advertising through platforms like Google Ads or Amazon Ads to drive traffic to your book’s sales page. Facebook and Instagram ads can also target niche audiences based on interests relevant to your book's content.

Conclusion

Writing and publishing a mass market paperback is a fantastic opportunity for small businesses to share valuable insights, build credibility, and create a new revenue stream. While there are costs involved in writing, editing, and producing the book, the potential benefits far outweigh the initial investment, especially with the right marketing strategy in place.

By choosing a niche topic, producing high-quality content, and promoting the book effectively, SMEs can establish themselves as thought leaders in their field and reach a wider audience. Whether you're aiming to educate, inspire, or entertain, a mass market paperback is an accessible and powerful tool for small business growth.