What 82 Authors Told Us About Their Writing Careers
What’s working, what's not, and what's next
Hello, and welcome back to Author Insider!
As a longtime writer, editor, logophile, and overall book nerd, I have a confession to make: I like graphs.
Yes, you heard me right — I find the conventional, ordinary bar chart weirdly compelling. And that’s even after my sojourn in management consulting, way back in 2011, when I had to create so many charts and diagrams that any affection for graphs should have been burned away like a Pete Davidson tattoo.
Now, I’m not saying that a graph can compete with the joy of learning a new word like apophenia (look it up; it’s a fun one), but a well-presented graph can be a thing of — well, maybe not beauty, but surprising appeal.
Which brings us to today’s post. At Author Insider, we surveyed 82 authors to get a clearer picture of what’s working (and what’s not) for professional writers today. We asked questions about their sources of income, preferred social media platforms, biggest challenges, and how they feel about AI. Then we took their answers and created a bunch of, yep, graphs to display the results.
In addition to presenting these graphs to you (and I’m aware that I’ve thoroughly overhyped them by now, or as my kids say, glazed them — another new word for today), I’ve also shared some of the comments that accompanied the responses. Combined, the findings are revealing and surprising and, I hope, helpful.
So, without further ado, below are the results from nine of the most relevant questions we asked our group of authors, along with some industry context:
1. Where Are Authors Connecting With Readers?
The humble newsletter is the dominant way for authors to connect with readers (and it seems like this has been true for a while). Many authors highlighted the appeal of direct engagement, where they can connect with readers without relying on shifting, unknowable social media algorithms. And, of course, newsletters — whether on Substack or another platform —are a good way to drive book sales, plus there’s the chance to monetize by offering paid subscriptions. We’ve also seen members of our community with larger email lists, like
, , and Gretchen Rubin, introduce advertising into their emails.After email, Instagram performed well, as did LinkedIn. Though it’s worth noting that many authors expressed frustration with social media platforms in general, saying engagement has dropped significantly in recent years. They pointed fingers particularly at Facebook and X. Personally, I haven’t been on Facebook in years, and I’ve never once heard an author rave about book sales from posting on X.
Not a single respondent picked TikTok (or “BookTok”) as their most important platform. But then BookTok skews toward genre books, particularly YA, Romance, Fantasy, and Horror, so nonfiction authors are paying it less attention for good reason.
Takeaway: Instagram continues to be a major social media player for nonfiction authors, LinkedIn is a growing content platform, but newsletters remain dominant, particularly for authors who value deeper reader connections over fleeting social media interactions.
2. Where Do Authors Make Most of Their Money?
Ah, yes, the question we’ve all been wondering but were too polite to ask. Thankfully, surveys aren’t expected to be well-mannered.
As someone who has worked in the publishing industry for over twenty years, learning that book sales are coming in third is hardly a shock. Several authors reported that their book advances were modest at best, and that earning a living from writing requires a multi-channel approach. Fortunately, as you can see in the survey results above, there have never been more possible sources of revenue for writers. Revenue from podcasts, e-courses, and newsletters have all become meaningful contributors in the last decade.
Takeaway: A writing career isn’t just about book sales; diversification is key. Many successful authors are building sustainable careers by expanding into multiple revenue streams.
3. What Opportunities Are Authors Most Excited About?
Our previous question provided visibility into how authors are making money today; this one gives us visibility into where writers see the greatest opportunity going forward. It’s not surprising to see speaking in the number one slot, given the revenue leading thinkers are generating from speaking fees today. Speaking also serves double duty, acting as both a revenue stream and a marketing tool.
It’s interesting to see newsletters in the number two position — no doubt a reflection of the considerable growth of Substack in recent years.
Podcasting is a tricky one. Yes, it’s still a “hot” industry, but it may not be as healthy as the hype suggests.
First, let’s look at ad revenue. In the US, that number crept up from $1.9 billion in 2023 to just over $2 billion last year. Not nothing, but hardly a gold rush — for context, podcasting represents a mere 0.5 percent of the US ad market. By 2026, podcast advertising is projected to climb to $2.6 billion, which sounds impressive but is still smaller than the domestic audiobook market.
What does this mean for podcasters? Well, many of them are feeling pinched. Ira Glass recently revealed that This American Life, one of the most popular podcasts on the planet, expects its ad revenue to fall by one-third this year. According to a report in Semafor, the show “is poised to reduce staff for one of the few times since its founding in 1995.” They’re not alone.
Meanwhile, the industry has been buffeted by overcrowding and shifting tastes that have left some formats (like Serial-style docuseries) unsure if their listeners are still out there. Plus, the rise of YouTube, which is now the world’s most popular podcast player — one billion people watch podcasts on YouTube every month — has many creators wondering if they now must pivot to video, a move that is sure to increase production costs.
(If you want to go deeper into the health and future of the podcast industry, we’ll have an in-depth conversation with Jacob Weisberg, co-founder of Pushkin Industries, coming soon.)
It was interesting to see that 20 percent of respondents list Film/TV adaptations as an exciting opportunity. One respondent, however, commented, “I have no idea how to break into that world.” (Stay tuned for an Author Insider interview in the future about breaking into film/TV.)
Takeaway: Authors are increasingly looking beyond books and into multimedia opportunities to build their platforms and income streams.
4. What Are the Biggest Pain Points for Authors?
While scaling and team support technically came in first, an overwhelming number of comments were about struggling with marketing and audience-building. Several respondents noted that “traditional publishers provide little marketing support,” leaving them to figure it out on their own.
Many authors feel pressure to be active on social media but aren’t sure if it’s actually leading to book sales.
Takeaway: Marketing remains one of the biggest hurdles for authors, especially those who don’t have a built-in audience. Many are looking for strategies that feel authentic and sustainable rather than exhausting.
5. Who Would Authors Hire First?
Publicists and PR professionals are in high demand, particularly for those authors who struggle with pitching media and securing interviews. (Stay tuned: We’ll be interviewing publicist extraordinaire, Mark Fortier of Fortier PR, in the next few weeks.)
Many authors also hire social media managers. One respondent shared a clever solution to this problem: “I sometimes have my dog walker help with social videos ha!”
Several authors already employ freelance researchers, virtual assistants, and bookkeepers to help manage their workloads. One respondent who has not yet hired an assistant noted, with admirable candor, “My office is really messy.”
Takeaway: The right support team can make a huge difference, and even hiring part-time help can free up more time for writing. AI can also help … but we’ll get to AI later.
6. What Industry Changes Are Exciting?
(Note: This question invited written responses, so there is no graph for this one.)
Several respondents identified direct access to readers through newsletters and podcasts as the leading positive trend. It’s easy to forget how new this ability is in the history of publishing. Just a couple of decades ago, authors relied almost entirely on publishers, bookstores, and media gatekeepers to reach their audience. Now, writers can build direct, lasting relationships with readers — on their own terms.
“Hybrid publishing is gaining traction” appealed to some authors, who are interested in exploring models that allow them to retain control while still benefiting from professional distribution and editing. Unlike traditional publishing, where authors give up rights, or self-publishing which requires handling everything solo, hybrid models offer a compromise. Writers keep ownership of their work while still getting high-quality editing, design, and distribution.
Some authors believe AI tools will “help with marketing and brainstorming,” though others are skeptical.
The rise of “women and diverse voices in publishing” was also seen as a positive shift.
One respondent praised “The growing interest in having people with academic/research backgrounds communicate directly with businesses and practitioners” or, as another respondent phrased it, “The real experts are finally writing books.”
Takeaway: Authors are excited about industry changes that give them more control over their careers and audiences rather than relying on traditional gatekeepers.
7. What Industry Trends Worry Authors?
(Note: Another text-only, graph-free question.)
“AI-generated content flooding the market” was one of the top concerns, with fears that it will devalue high-quality writing.
Equally worrisome was “the dominance of celebrity authors.” Many fear that it makes it harder for lesser-known writers to secure book deals. (By some estimates, 50 percent of advances greater than $250,000 go to celebrities.)
Several authors also feel that “social media engagement is becoming unsustainable.” (To be honest, that’s a trend that seems relevant to everyone, not just authors).
The decline of “reading culture and attention spans” was also a recurring theme. And I cannot resist including one respondent’s elegantly phrased concern: “The dumbification of seemingly everything.”
Takeaway: Many authors are fearful of AI, and they are also worried about the publishing industry shifting in ways that make it harder for non-celebrities to thrive. There is also the challenge of finding ways to stand out amid oversaturation and shifting algorithms.
8. Is AI a Threat or an Opportunity?
It was nice to see a small majority of authors describe AI as “Mostly empowering for authors” rather than “mostly a threat.” The optimists noted that AI was particularly useful for streamlining “editing, marketing, and brainstorming.”
For those who see AI as mostly a threat, they fear that it will replace human creativity.
One respondent noted: “AI tends to homogenize things — which could make good writing stand out even more, but it'll be hard to find it amidst the noise.”
Takeaway: The jury is still out on AI. Some authors see it as a useful tool, while others fear it could diminish originality and authenticity in writing.
9. How Are Writers Using AI?
While a significant number of authors avoid AI, a considerable number use it regularly for researching, brainstorming, editing, writing emails, headline and title generation, and for grammar/spellcheck.
One respondent uses AI “as a tool to explore weaknesses in arguments.”
Another respondent shared: “Honestly, I don't use it enough — the things I try to get it to do for me, it doesn't seem to do very well (e.g., complex research, writing in my voice). It's useful at summarizing books and helping map out a landscape.”
Meanwhile, a third respondent wrote, “I’d like to use it to automate tasks that I’m NOT good at, like generating and posting social media content, but it doesn’t want to post stories for me yet :)”
Takeaway: AI hasn’t replaced the writing process for authors — and is viewed with some skepticism. For those who do use it, however, its greatest value at the moment seems to be in the areas of research, idea-generation, editing, and administrative tasks.
Final Thoughts
This survey is a clear reminder that being a writer today is both exciting and overwhelming — there are endless ways to connect with readers and more revenue streams than ever.
At Author Insider, we’re committed to helping writers navigate this ever-changing landscape by sharing proven strategies for building an audience and increasing income. Over the next few weeks, we’ll dive into the key themes from this survey, bringing you insights straight from authors who are making it work. Stay tuned for interviews packed with practical advice and firsthand experiences!
Here’s a taste of what’s to come:
Up next: An interview with
, #1 New York Times bestselling author of Drive, To Sell Is Human, When, A Whole New Mind, and The Power of Regret.
Later this month: We’ll be hosting a workshop with
, bestselling author and Editorial Director of NotebookLM at Google Labs, about how writers can use AI to enhance their research and supercharge their productivity.
Until next time…
What do you think? What surprised you about these responses? What were your takeaways? Let us know in the comments below…
I found this interesting and helpful from a different authorial perspective. I DON'T need to make a living from my writing, but I DO want as many people as possible to read what I'm writing in a book on peacebuilding in the US and social change. So, I'm spending a lot of time on marketing the book (which isn't quite done) and more importantly, integrating the book into the broader work we are doing.
This is an important discussion as the publishing/media world keeps changing. NBIC is ideally placed to be a home for that discussion. Between the book sales, list of books that didn't make the cut, podcasts, web presence, etc. you all have built an intriguing ecosystem that I suspect a) you have only scratched the surface of. and b) could ended up adding to your own bottom line in every sense of the term.
One example. My Rotary club has used a couple of your podcasts in lieu of reading entire books. Our member can really only find the time to read a chapter a month (shame on them, I know) but an hour of you with Amanda Ripley or Bill Ury or .... touched off terrific discussions. Can that and other ideas be scaled? And generate revenue?
Long comments mean both that I'm intrigued by this and procrastinating from editing my own writing!
Thanks everyone for participating in this. I found these results fascinating.
Here's what did NOT surprise me:
- Email continues to be far and away the most important way most authors connect with readers.
- LinkedIn is rising as a content platform; X is falling; Facebook is all but dead.
- Speaking is far and away the largest source of revenue for authors outside of FTE.
- Authors are split on the question of whether AI is friend or foe.
Here's what DID surprise me:
- Podcasting is still among the most exciting opportunities for authors, despite industry headwinds, along with selling film/TV rights.
- A large portion of authors are *not* yet using AI.
- One respondent is using AI specifically “as a tool to explore weaknesses in arguments.” Savvy.
- Several authors identified "hybrid publishing" in the space between self-publishing and conventional publishing as an "exciting industry trend."
Broader observation — though the publishing of books is still an essential part of the business of being a writer, and the identity of authors, other sources of income have been growing for decades. For more and more writers, the book is a loss leader economically, which may be why the hybrid publishing business seems to be growing.
Disagree? Other thoughts? Curious to hear what did and did not surprise others.