本を出版した著者と編集者がもっとも望むのは「重版」です。
重版の確率はどれぐらいで、重版をするために著者ができることはあるのか？
元大手出版社の営業が、実体験を踏まえて解説します。
目次
重版の確率は出版社によって違います
大手の出版社は、年に数千冊の新刊書籍を発行します。
初版4,000部の本から、大物作家の文庫だと初版で数十万部、とかなり幅広いです。
初版部数を決めるのは出版社の営業部ですが、最適な部数を追いかけます。
最適とは、少なくもなく多くもなく、ということです。
大手の出版社ほど、過去の本の実売データを多く蓄積していますので、
初版部数を大きく間違える確率は低くなります。
つまり、初版部数が少なすぎて重版、という幸運はないのです。
また、大手出版社は年に数千冊の新刊を出すと書きましたが、
このことは一冊を丁寧に売り込むことができない、ということの裏返しです。
大手出版社の重版確立
では、適正な初版部数を決められるデータを持ち、一冊を丁寧に売り込むことの
できない大手出版社の本の重版確立ですが、一割もあればいい方です。
ジャンルによっても違いますが、重版のハードルはかなり高いのは間違いありません。
丁寧に売り込むことができない、と書きましたが、それを補うほどのメリットが
大手出版社が出す本にはあります。
まず、超大手の小学館や集英社、講談社の本は、どの書店でもしっかりと陳列されます。
取次（本の問屋）が全国の書店にしっかりと配本してくれますし、
書店での扱いもいいのは厳然たる事実なのです。
例えば、新人の作家がビジネス書をだして、ある書店に5冊が初回で納入されたとします。
これが講談社の本だったらビジネス書の新刊コーナーに平積みされますが、
有名でない出版社の本だった場合、一冊を棚に入れて残り4冊は返品、といった
こともあるのです。
売れている出版社の重版確立
売れている、というのはかなり曖昧な表現ですが、ベストセラーを連発している
出版社があります。アスコムやサンマーク出版です。
この2社はメディア戦略がうまく、100万部を超えるベストセラーを連発しています。
2019年上半期のベストセラーのトップ3には亡くなった樹木希林さんの著作が
2冊ランクインしていて、文藝春秋と宝島社という大手出版社から出ていますが、
4位はアスコムの『医者が考案した「長生きみそ汁」です。
トップ10には講談社や幻冬舎、児童書大手のポプラ社の「おしりたんてい」などが
ランクインしていますが、9位はサンマーク出版の「ゼロトレ」です。
出版社としての規模はそれほど大きくはなく、アスコムの年間の新刊点数は
2018年は約50冊、サンマーク出版も約70冊程です。
重版確率がどれぐらいなのかは発表されていませんが、書店で2社の本の帯を見たり、
新聞広告の宣伝文句を確認すると、50％は超えているイメージです。
大手出版社の10％という数字からはかけ離れた重版率なのです。
重版の確率を上げるために著者ができること
では、著者としては重版確率の高い2社から本を出したい、という気持ちに
なるでしょうが、簡単にはいきません。
大手出版社から本を出すのもとても難しいことです。
ですので、どの出版社から本を出したとしても、著者自身で重版の確率を上げて
いくしかないのです。
重版の確率は新聞広告は上がりません
本の宣伝で最も効果があるのは、新聞広告といわれていますが、大きな間違いです。
新聞広告は、売れている本の売れ行きを伸ばすことには役立ちますが、
発売してから売れ行きの良くない本や、有名でない著者の本は、新聞広告を出しても、
まったく売れ行きに効果はありません。
実際にあった例ですが、著者自らお金を出して、朝日新聞の朝刊に全5段広告を
出したことがあります。一千万円に近い額の広告枠です。
広告を出してから一週間の売り上げは、全国の書店で数百冊程度でした。
重版の確率は書評やSNSのレビューで上がります
新聞広告ではなく、書評欄の大きな枠で紹介された本は、売り上げが伸びます。
ただ、書評欄はお金では買うことができません。新聞社が選んだ書評委員によって
どの本を掲載するのかが決まるのです。
新聞社の書評はかなりハードルが高いですが、ネットで取り上げてもらうことは
もう少しハードルが下がります。成毛眞さんが代表の「HONZ」という本を紹介する
サイトの場合、献本（本を寄贈すること）を受け付けていますので、送ることにより
レビュアーの目に触れる機会が増えます。
また、著名な人に本を献本するということもできます。
「マンション投資」の本を出版したとしたら、この中身に相性のいい著名人に
献本するのです。
ググると、マンション投資をやっている芸人さんがいることがわかります。
レッド吉田さんやキャイーンの天野さんです。
出版社は芸能事務所とも関係がありますので、編集者に依頼して献本をしてみましょう。
編集者も重版を望んでいますので、一緒にやってくれるはずです。
運が良ければ、献本を受け取ってくれて、SNSなどに取り上げてくれるかもしれません。
そのSNSの読者は、「マンション投資」に興味のある人が多いはずですので、
売り上げに直結する可能性が高いのです。
知人に宣伝して重版確立を上げる方法
本を出版すると、親や親戚、知人が応援してくれます。
本を購入してもらえるのなら、アマゾンだけではなくリアル書店でも
購入してもらいましょう。
ビジネス書でよくあるのですが、著者の知人や会社関係の人のほとんどが
アマゾンで購入するのです。その理由は、アマゾンのランキングを上げたい
という思いです。
ただ、アマゾンのランキングが多少上がったとしても、目立つことはありません。
これがトップ10に入ったりすると別ですが、一日に100冊以上売れる必要があります。
また、出版社としてはアマゾンでよく売れて品切れしたとしても、リアル書店の売れ行きが
良くなくて店頭に在庫が残っている場合、返品として戻ってきてしまうので、
重版をするという判断にはならないのです。
まとめ
・大手出版社の重版確率は10％ほど
・アスコムやサンマーク出版の重版確率は50％を超えることも
・新聞広告は売れている本のみ効果がある
・著名人への献本でSNSで紹介されると効果がある
・知人の購入はアマゾンだけでなくリアル書店でも
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