Fantasy/Sci-Fi Author Earns 300% More Self-Publishing Than Traditional—Here's His $7M Breakdown

Michael J. Sullivan wrote thirteen novels and couldn't sell a single one. He quit writing entirely, convinced he'd never make it. A decade later, at age 46, he returned to writing "only on the condition that I wouldn't seek publication."

Those books he wrote just for himself? They launched a $7-8 million career.

Today, Sullivan has sold over 2.5 million books across self-publishing, small press, and Big Five traditional deals. He's a New York Times, USA Today, and Washington Post bestselling fantasy and sci-fi author. And in a recent interview on Reddit that gained significant traction, he revealed something that should make every author pay attention: he earns 250-300% more from his self-published titles than from his traditionally published ones—even though the traditional books have been on the market longer.

Sullivan isn't anti-traditional publishing. He still earns from his Orbit deals and acknowledges traditional publishing's value for certain projects. But he's unusually transparent about the math—and why he chooses self-publishing for most of his new work.

What You'll Learn

• The Real Numbers: Sullivan's Career Earnings Breakdown
• Why Self-Publishing Earns 300% More (The Math)
• The Audiobook Goldmine
• The Kickstarter Advantage
• Traditional Publishing: What Authors Don't Understand
• The Hybrid Author Strategy
• Sullivan's Career Timeline
• His Advice for Aspiring Authors
• FAQ

---

The Real Numbers: Sullivan's Career Earnings Breakdown

Sullivan's transparency about money is rare in publishing, where authors often treat earnings like a state secret. Here's what he revealed:

Lifetime earnings: $7-8 million Annual income range: $300,000-$700,000 Books sold (English): 2.5 million copies Current income split: 75% self-published, 25% traditional

But the journey to those numbers wasn't overnight—or linear.

The Early Self-Publishing Years (2008-2011)

Sullivan's first self-published book earned exactly $100.44 in its first five months. Not per month. Total.

"I always say that 'three is a magic number' because momentum is slow going until you reach that milestone," Sullivan explained. His release schedule was one book every six months.

The progression:

• 1 book out: $100.44 over 5 months
• 2 books out: ~$422/month average
• After 1 year (still 2 books): $3,540 total
• After 2 years (3 books): $38,462 total
• After 34 months (5 books): $200,000+ total

At his peak self-publishing period, Sullivan was making around $40,000 per month, selling up to 11,500 books monthly.

The Traditional Publishing Era (2011-2018)

After his self-publishing success, Sullivan received a six-figure deal from Orbit (a Big Five imprint) to re-release his Riyria Revelations series. Most authors would consider this the "dream"—validation from a major publisher, a large advance, bookstore distribution.

The reality? His earnings from those traditionally published books, despite having more time on the market, now represent only 25% of his income.

"Most authors would like to have the amount of money from their front list that I get from my backlist," Sullivan noted about his traditional titles. "That said, it pales in comparison to my self-published works."

---

Why Self-Publishing Earns 300% More (The Math)

The earnings gap isn't about book quality or even sales volume—it's about royalty rates.

Publishing Model	Ebook Royalty	Print Royalty	Who Keeps Rights
Traditional	25% (of net)	10-15%	Publisher
Self-Publishing	35-70%	~40-60%	Author
Hybrid	50-85%	Varies	Author

Sources: Alliance of Independent Authors, industry standard rates

A Practical Example

Let's say an ebook sells for $9.99:

Traditional publishing:

• Publisher receives ~$7 from retailer
• Author gets 25% of $7 = $1.75 per sale
• (And that's after earning out the advance)

Self-publishing (Amazon 70% tier):

• Author gets 70% of $9.99 = $6.99 per sale

To earn the same income, the traditionally published author would need to sell 4x as many copies.

This is why Sullivan says: "For the midlist (those selling 10,000-250,000 copies), the self-published author will out-earn the traditional due to their higher per-book income."

The Hidden Traditional Publishing Problem

Sullivan identifies another issue most authors don't consider: cash flow.

"Traditionally, the money comes in spurts tied to release dates and delivered manuscripts. Advances are paid in three to five installments spread across long stretches of time because traditional publishing is very slow."

A $100,000 advance sounds impressive until you realize:

• It's paid over 2-3 years (signing, delivery, publication, paperback)
• 15% goes to your agent ($15,000)
• You won't see royalties until you earn out
• Only 20% of traditionally published books ever earn out

Meanwhile, self-published authors see monthly deposits. Sullivan can budget his life around predictable income rather than waiting years between checks.

---

The Audiobook Goldmine: From $14,000 to $500,000

Perhaps the most striking example of rights control comes from Sullivan's audiobook deals.

"Without question, audiobooks are the big money maker for me," Sullivan stated. "I have many six-figure, and one seven-figure deal."

Here's the trajectory of his audiobook rights for the same five-book series:

Deal	Amount	Year (Approx)
Original sale (as subsidiary right through Orbit)	$14,000	2011
First renewal (negotiated directly)	$400,000	~2018
Second renewal (negotiated directly)	$500,000	~2023

That's a 35x increase—and the key difference is who controlled the negotiation. The original deal went through his traditional publisher, who sold audio as a "subsidiary right." Later renewals were negotiated directly by Sullivan and his wife Robin, who manages all business aspects of his career.

"Because these are for self-published titles, there are no publishers or agents taking a cut," Sullivan explained.

Robin Sullivan deserves significant credit here. As Michael puts it: "My wife handles all the 'non-writing' aspects of my career, and it's more than a plateful. Without question, she puts in more hours than I do." She negotiates contracts, manages relationships with editors and cover designers, coordinates beta readers, and handles everything that isn't the actual writing. This partnership model—one person focused purely on craft, another on business—is central to their success.

The audiobook market has exploded since Sullivan started publishing. According to industry data, audiobooks are now one of the fastest-growing segments, with platforms competing aggressively for content.

---

The Kickstarter Advantage: $2.1M and Counting

Sullivan has embraced Kickstarter as a launch platform for his self-published titles, grossing over $2.1 million from crowdfunding campaigns.

Recent campaigns include:

• Riyria Chronicles deluxe editions: $248,591 from 1,217 backers
• Drumindor (Riyria Chronicles 5): $134,361 from 2,940 backers

Why does Kickstarter matter? Profit margins.

"Because these are 'direct to consumer' sales, their overhead is extremely low, making the profit margins high," Sullivan explained.

When you sell through Amazon, you keep 35-70%. When you sell through Kickstarter or your own website, you keep nearly everything after printing and shipping costs. Sullivan mentions his direct website sales bring in "six-figures a year."

Compare this to print copies sold through bookstores, which Sullivan calls his "lowest-income producer" due to retailer margins, distributor cuts, and publisher shares.

---

Traditional Publishing: What Authors Don't Understand

Sullivan doesn't dismiss traditional publishing entirely. He acknowledges it provides something self-publishing doesn't: bookstore presence and certain validations.

But he's clear-eyed about what most authors misunderstand:

The Advance Isn't "Extra Money"

"Even a large six-figure advance might only produce a modest yearly income," Sullivan explained. "And for most authors, the advance is the only income they'll ever receive as only 20% of contracts earn out."

An advance is not a bonus on top of royalties—it's an advance against royalties. You don't earn additional royalties until your book sales exceed what you've already been paid. Since 80% of books never reach that point, the advance is typically all you'll ever see.

The Time Factor

Traditional publishing is slow. Industry timelines show 18-24 months from acquisition to publication—assuming you already have a deal. Add the querying process, and you might wait 3-5 years from finished manuscript to bookstore shelf.

Self-publishing? You could be selling within weeks.

Mid-List Authors Suffer Most

Sullivan's position matters here. He's been a New York Times, USA Today, and Washington Post bestseller. Publishers invest in promoting bestsellers.

But mid-list authors—those selling enough to stay published but not enough to get marketing support—often find traditional publishing frustrating:

"When in the 'mid-list,' a traditional author lives paycheck-to-paycheck—with the paychecks tied to signing their next series," Sullivan said. "Most of my traditional publishing friends have a much harder time of things, and most still have day jobs."

Meanwhile, he could "name hundreds of indie authors who you've never heard of—all of whom write full-time and earn six-figure incomes."

---

The Hybrid Author Strategy: Best of Both Worlds

Sullivan doesn't advocate for exclusively self-publishing or traditional. His approach is project-dependent:

"I navigate hybrid publishing by traditionally releasing standalones while self-publishing my series through Kickstarter and direct sales," Sullivan explained. "My choices are project-dependent and audience-focused."

Other successful authors have taken similar approaches. Brandon Sanderson famously raised $41 million on Kickstarter for self-published projects while maintaining his traditional Tor deals.

The strategy:

• Use traditional publishing for debut visibility, bookstore distribution, and certain prestige projects
• Use self-publishing for series continuations, backlist control, and higher royalty projects
• Keep rights wherever possible to negotiate directly as your platform grows

The key is understanding what each path offers—and what it costs. If you're trying to figure out which approach makes sense for your book, our free Publishing Path Quiz can help you evaluate your options based on your genre, goals, and career stage.

---

Sullivan's Career Timeline: The Journey to $7M

Sullivan's path wasn't linear—and that's part of what makes it instructive. Most authors only hear about overnight successes. Sullivan's story includes a decade of failure, quitting entirely, and then an unexpected second act.

1980s (age 20s): Wrote 13 novels, tried to traditionally publish 6-7 of them. "I never got so much as a nibble." After years of rejection, he quit writing entirely—following Einstein's definition of insanity: doing the same thing over and over while expecting different results.

~1999: Returned to writing during a career transition, but "only on the condition that I wouldn't seek publication." The first two Riyria Revelations novels poured out in two consecutive months.

2008: Robin convinced him to self-publish. She took over all business aspects while he focused purely on writing. First book earned $100.44 in five months.

2011: Orbit (Big Five) acquired the series for a six-figure deal after his self-publishing success proved an audience existed. Books re-released traditionally.

2011-2018: Primarily traditionally published with Orbit. Released two self-published novels during this period (The Death of Dulgath in 2015 and The Disappearance of Winter's Daughter in 2018).

2018-Present: All new work self-published through Kickstarter and direct sales. Currently earns 75% of income from self-publishing, 25% from traditional backlist.

Current: $300K-$700K annually, $7-8M lifetime earnings.

"I was forty-six years old," Sullivan noted about his breakthrough. "Ironically, those books that I wrote only 'for myself' are the stories that launched my career."

The lesson isn't that traditional publishing failed him—Orbit gave him bookstore visibility and bestseller status. The lesson is that both paths worked, and understanding the tradeoffs let him choose strategically.

---

His Advice for Aspiring Authors

Sullivan's advice goes beyond "just self-publish." Here's what he emphasizes:

1. Accept That Your First Book Won't Be Good

"Your first book probably won't be any good. It takes a great deal of time to develop a full set of tools for creating something worthy of publishing. For me, it was my fourteenth book."

2. Find Critical Feedback

"Don't work in complete isolation. Find critique groups, beta readers, and seek critical feedback from those you trust. Foster an environment where brutally honest opinions can be shared. Yes, doing so will leave your ego bloodied and bruised. It's painful, but the work will benefit."

3. Consistency Beats Virality

"I've published twenty-one stories from 2008-2024... basically I've released at least one and sometimes two books a year."

Sullivan's "secret to success" formula:

1. Write a "good book" (one people enjoy enough to recommend)
2. Get it in front of a decently sized group of readers
3. Rinse and repeat

4. Each Book Is an Ambassador

"Think of each book as an ambassador to your tales. The more books you have out there, the more likely it is that someone will discover you."

This is particularly relevant for self-published authors: data shows that catalog size correlates strongly with income. Authors earning over $10,000/month typically have larger backlists.

---

Your Self-Publishing Toolkit

Essential Resources:

• Alliance of Independent Authors (ALLi) - Industry advocacy, income surveys, and best practices → allianceindependentauthors.org
• Written Word Media Indie Author Survey - Annual data on indie author earnings and trends → 2025 Survey Results
• Michael J. Sullivan's Website - His publishing journey and book catalog → michael-j-sullivan.com
• ManuscriptReport - Complete book marketing reports with comp titles, keywords, categories, timely angles, positioning, and launch-ready copy → Get your book marketing report

---

Frequently Asked Questions

How much do self-published authors actually make?

It varies enormously. According to ALLi surveys, 75% of self-published authors earn less than $1,000 annually, but 28% of surveyed indie authors earn over $50,000, with almost 20% earning six figures. The median indie author income is around $12,749—higher than surveys covering all publishing types. The difference often comes down to catalog size, genre selection, and marketing effectiveness.

Do traditionally published authors make more than self-published authors?

Not necessarily. The average traditionally published author makes about $3,360/year in royalties, while top-earning self-published authors in romance or thriller can exceed $150,000. As Sullivan demonstrates, mid-list authors (selling 10,000-250,000 copies) typically earn more self-publishing due to higher per-book royalties. Traditional publishing pays better only at the extreme top of bestseller lists, where advances reach millions.

What percentage do self-published authors keep?

Self-published authors keep 35-70% on ebooks through Amazon KDP (70% on books priced $2.99-$9.99), and similar rates on print-on-demand. Direct sales through personal websites can net 90-95%. Traditional authors typically receive 25% on ebooks and 10-15% on print—and only after earning out their advance.

Is it worth getting a traditional publishing deal?

It depends on your goals. Traditional publishing offers bookstore distribution, potential advances, and certain industry credibility. But as Sullivan experienced, the tradeoffs include lower royalties, loss of rights control, slow timelines, and limited say in marketing. For authors focused on maximizing income and maintaining control, self-publishing often makes more financial sense—especially for series.

Can you switch from traditional to self-publishing?

Yes, if you control your rights. Sullivan moved from self-publishing to traditional and back again. The key is understanding what rights you're selling in any contract. Some authors "hybrid publish"—using traditional for certain projects while self-publishing others. Rights revert to authors after a period (varies by contract), allowing traditionally published books to be self-published later.

How long does it take to make money self-publishing?

Sullivan earned $100.44 in his first five months with one book. After two years with three books, he'd earned $38,462. After 34 months with five books, he'd crossed $200,000. The pattern: income accelerates with catalog size and reader discovery. Most successful self-published authors report their third or fourth book as the "tipping point" where income becomes meaningful.

What's the biggest mistake self-published authors make?

Based on Sullivan's experience and industry surveys, it's often either stopping too soon (before reaching the "magic" three-book threshold) or underinvesting in editing. Authors earning over $10,000/month overwhelmingly invest $250-$2,000+ per book in editing. Professional presentation—cover, blurb, editing—determines whether readers trust your book enough to buy it.

Does self-publishing hurt your chances of getting a traditional deal?

Not anymore. Sullivan got his Big Five deal because of his self-publishing success. Publishers increasingly see successful self-published authors as de-risked investments—they've already proven an audience exists. What matters is sales performance, not publishing path.

---

The Bottom Line: Make Informed Decisions

Sullivan's journey doesn't prove that self-publishing is "better" than traditional—it proves that understanding the math lets you choose strategically.

Traditional publishing gave Sullivan bookstore distribution, bestseller list credibility, and the validation that helped establish his career. Self-publishing gave him higher royalties, faster timelines, and the rights control that turned a $14,000 audio deal into a $500,000 one.

The questions to ask yourself:

• Do I want to maximize per-book income or prioritize bookstore distribution?
• Am I willing to wait 2-3 years for a traditional timeline, or do I want to publish faster?
• How important is controlling my rights for future negotiations?
• Can I handle (or partner with someone for) the business side of self-publishing?

Sullivan built a $7-8M career by understanding these tradeoffs and choosing strategically. He wrote books he loved, partnered with Robin to handle the business, released consistently, and switched publishing models when the math made sense.

"The secret to success is quite simple," Sullivan says. "Write a good book. Get it in front of readers. Rinse and repeat."

The publishing path you choose matters less than whether you keep showing up.

Ready to launch your book with professional marketing materials? Whether you're self-publishing or querying agents, ManuscriptReport provides the comp titles, positioning, and marketing copy that helps readers find your book. Get your book marketing report here.

---

Related Reading:

• The Complete Self-Publishing Guide for Authors
• Book Marketing Strategies That Actually Work
• How Much Do Authors Get Paid Per Book?

This article references a viral Reddit interview with Michael J. Sullivan and data from the Alliance of Independent Authors, Written Word Media's 2025 Indie Author Survey, and Publishing Perspectives.