What Is the 90/10 Rule for Authors?

The 90/10 rule is a concept that circulates in author and publishing circles. Understanding it can help you set realistic financial expectations.

The 90/10 rule refers to the widely observed phenomenon that approximately 90% of a publisher's revenue is generated by 10% of their titles. Most books earn relatively modest royalties, while a small number of bestsellers carry the rest of the list financially.

Absolutely — and arguably even more acutely. The South African trade publishing market is small, meaning commercial concentration at the top is significant. This is why most debut authors earn relatively little from royalties in their first years.

With self-publishing through Creative Books SA, the 90/10 rule matters less — because you are not relying on a publisher's revenue-sharing model. Every copy you sell at full price goes directly to you. A modest sale of 300 copies at R250 = R75,000 in revenue, all yours, after a once-off production investment.

Authors who break through typically have a strong, commercially viable concept; a clear and reachable audience; a committed marketing effort; excellent timing; and strong word-of-mouth from early readers. Invest in professional production through Creative Books SA to give your book the best possible chance.