With more than twenty years behind me as an indie author ( read about that here ), I can confidently say: the more things change, the more they stay the same. Why bring this up now? Because lately there’s been a renewed wave of conversation about the challenges of marketing indie books in a publishing ecosystem still shaped—if not dominated—by traditional models. Every so often, we see a localized seismic shift—like BookTok, before monetization restored the old order and perhaps even pushed us further back. But the broader landscape remains unchanged: we live in an attention economy, and its gatekeepers have made one thing clear—it’s pay to play. Once, platforms offered organic reach. Content mattered. Effort could sometimes compensate for budget. But those days are vanishing. Social platforms have entered their late-capitalism phase: squeeze creators for every drop of value, extract revenue, and wait for the next migration wave. For many—likely most—indie authors, money is tight. Time...

 In today's rapidly changing publishing landscape, many indie authors are questioning whether traditional Advanced Reader Copy (ARC) programs still serve their intended purpose. As an author and industry observer, I've noticed several concerning trends that suggest it might be time for a significant overhaul of this long-standing practice. Photo by Vincenzo Malagoli: https://www.pexels.com/photo/person-reading-book-and-holding-coffee-1550648/ Why the Current ARC Model Is Showing Cracks The traditional approach of distributing free copies to readers in exchange for honest reviews has been a cornerstone of indie publishing strategy. However, numerous issues have emerged that challenge its effectiveness: 1. Diminishing Returns on Investment Many authors now distribute more ARCs than they sell books during launch week. When your marketing strategy costs more than it generates, it deserves scrutiny. 2. Eroding Trust in Reviews The general public's trust in online reviews h...