Why Traditional Publishing Mostly Fails Military History Authors
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According to Richard Godwin, a columnist for The Guardian, around 200,000 books are published in the UK each year.1 Most military history books sell only 200 to 300 copies before going out of print. The competition for readers' attention has never been more intense. However, many first-time authors will find that their publisher does very little, if anything, to actively promote their book.
Publishing military history requires more than just research and writing; it also involves navigating the submission process, securing image licenses, and collaborating with editors, each of which presents its own set of challenges. In recent months, I have gained a better understanding of these practical realities as I have submitted my second manuscript and worked through the complexities of traditional publishing.
Manuscript Submission and Image Licensing
In January 2025, my first book, A History of the Guards Armoured Formations 1941-1945, was published by Pen & Sword Military. In July 2025, I submitted the manuscript for my second book to Fonthill Media. My submission included the manuscript, 18 photographs, 2 diagrams, 1 map, and a comprehensive list of captions. The manuscript needed to be formatted according to the publisher's 20-page Submission and House Style Guide. Formatting the manuscript proved to be a surprisingly tedious and time-consuming process. Publishers also require the completion of multiple forms and questionnaires for marketing and sales purposes. This seems odd, since they rely heavily on authors to promote their own books. Overall, the administrative burden accounts for a significant portion of the submission process.
The Cost of Illustration
Finding suitable photographs to illustrate military history books takes time and money. For my latest book, the average copyright licensing fee was around £50 per image. Authors are responsible for these costs, as publishers do not cover image licensing expenses.
The final licensing fee per image is based on several factors. Cover images generally incur higher fees than those used inside the book because of their greater visibility. Additionally, the print run size, distribution methods, and other considerations influence the final price. Different jurisdictions have varying regulations regarding public domain materials and the expiration of copyright.
In the UK, copyright typically expires after 70 years, though exceptions exist. The Imperial War Museum (IWM) provides an excellent source for Second World War imagery. However, Crown Copyright applies to many photographs, allowing the institution to charge perpetual licensing fees that support its operations.
Some images are free to use, including those with Creative Commons licenses, public domain materials, and content from free stock photography sites. However, it is important to properly attribute the image creator.
If an author wants to include maps and diagrams in their book, they will either need to create the artwork themselves or hire an illustrator. Hiring an illustrator is an additional expense for the author, not the publisher. I hired a qualified graphic designer to produce the maps that appear in my first book, for example.
An author may choose to take their own photographs to illustrate their book; however, institutions often require licensing fees for images of artefacts in their collections, even if the photographs are original. Don't assume you can take a picture of a military vehicle on public display and simply publish the image. Always request permission and check whether fees apply before proceeding.
The Financial Reality: A Cost-Benefit Analysis
The economics of military history publishing become stark when examined systematically. Based on my own experience, the following table illustrates author expenses against realistic earnings for military history books:
| Expense Category | Typical Cost Range | Notes |
|---|---|---|
| Image licensing (15–20 images) | £750–£1,200 | £50 per image average from IWM, TNA, Getty |
| Archival research (multi-day visits) | £400–£800 | Travel, accommodation, document fees (TNA, IWM) |
| Professional map design (2–3 maps) | £300–£600+ | Graphic designer/illustrator fees |
| Marketing and promotion | £200–£500+ | Website hosting, social media ads, review copies |
| Professional memberships | £100–£250 | SAHR, RHS, SOA, HWA annual fees for credibility |
| Total Author Investment | £1,750–£3,350 | Before any research and writing time is invested |
Against the costs outlined in the diagram above, typical returns for military history books remain modest. Advances have become increasingly rare in military history publishing. Typically, only established and successful authors receive advances. In my case, I received a small advance, which was then deducted from my royalties until paid off.
The majority of first-time authors receive no advance whatsoever. Royalties of 7-10% on net receipts represent the industry standard for traditional publishers. Based on a retail price of £25 and a typical print run of 500-1,000 copies for specialist military history, selling 300 copies generates approximately £525-£750 in total royalties. For authors who received no advance, this represents their complete earnings from the book. Many authors will receive less. This calculation excludes the time investment required to research and write a history book.
A typical military history book requires 400-800 hours of research, writing, and editing. At even a modest £15 per hour, this represents a labour value of £6,000- £12,000. The financial reality is unambiguous: traditional publishing of specialist military history operates as a subsidised endeavour, with authors effectively paying publishers for the privilege of seeing their work in print. If you are in it for the money, you would be better off taking a job with a supermarket chain, as you will earn more than most authors and the money is guaranteed.
Why Most History Books Fail
Unfortunately, the harsh reality is that most military history books do not provide a return on investment. The military history publishing sector reflects a broader crisis identified by James McConnachie, editor of the Society of Authors Journal. He observed that "far more books are published than could ever succeed" because publishers are "underinvesting in editing or marketing while outsourcing much of the risk to authors".2
For military historians, this imbalance is particularly severe. Authors face significant upfront expenses, including an average of £50 per image for copyright licenses, commissioning map and diagram costs, and fees for conducting archival research at institutions such as The National Archives. At the same time, they are expected to manage their own marketing campaigns with minimal support from publishers.
The Marketing Burden
The promotional workload expected of authors has expanded dramatically. Since my first book was published in mid-January 2025, I have invested approximately 2-3 hours weekly in marketing activities. This includes maintaining a presence across Facebook, YouTube, and LinkedIn, with occasional posts on Instagram and TikTok.
Content production involves creating posts, video material, and occasional blog articles analysing military history topics to maintain audience engagement.
I have also worked with a local journalist who wrote several articles about my book and my family history research services for local residents. This generated regional awareness but required coordination time for interviews and fact-checking.
My publisher's contribution consisted of a single press release distributed to their existing mailing list and inclusion in their seasonal catalogue. A couple of social media posts, no review copy distribution to military history journals, no outreach to specialist bookshops or military museums. The expectation was clear: authors handle their own promotions, or their books disappear without a trace.
As McConnachie pointed out in an article in The Guardian, "traditional authors are doing much of the marketing anyway." This is concerning, especially given that the median income of full-time authors has dropped by about 60% since 2006, to just £7,000 per year.3 The figures are stark: Hundreds of hours spent in archives, thousands of pounds invested in illustrations and permissions, and extensive time devoted to social media promotion—all for books that most publishers acquire cheaply and produce with minimal investment, often with ineffective promotion.
This situation transforms what should be a scholarly pursuit into a struggle for financial stability, where authors end up subsidising publishers' profits while grappling to recover even their direct research costs, let alone receive fair compensation for years of specialised historical work.
Alternative Publishing Routes
Given the economic realities of traditional publishing, authors should evaluate alternative routes to market. Each approach presents distinct advantages and limitations. There is no perfect route to market here; everything is a compromise. And steer clear of websites and organisations that promise to do all the heavy lifting in terms of marketing and sales. If it seems too good to be true, that’s because it is. New authors should be wary of any company that demands upfront fees for vague services.
Academic Publishers
University presses such as Cambridge and Oxford remain the gold standard for scholarly credibility, but their commercial model has fundamentally shifted away from author earnings. Typical print runs for specialist military history monographs now range from 100 to 500 copies, down from approximately 1,500 in the 1980s.4 Oxford Historical Monographs, for example, publishes just 6-8 titles annually.5 Royalties typically sit at 8% of net receipts, not the cover price, meaning an author might earn approximately £1,008 total from a £70 monograph selling 300 copies after distributor discounts.6 Advances, when offered, are minimal: first-time academic authors report receiving "hundreds of pounds" rather than thousands. Pricing reflects the library-focused market, with British Academy Monographs ranging from £55 to £100 depending on length.
Authors considering open-access book publishing face high costs. Book Processing Charges at major presses include Cambridge and Oxford (£8,000-£12,000), Palgrave Macmillan (£10,000), and Routledge (£10,000+).7 Academic publishers prioritise scholarly rigour over commercial appeal, which suits detailed military analysis, but authors sacrifice broader public engagement for credibility within historical research communities.
Specialist Military History Publishers
The UK specialist military history market is dominated by three publishers: Pen & Sword, Helion & Company, and Osprey. These offer substantially better terms than academic presses whilst maintaining professional trade distribution.
Pen & Sword Books (Barnsley) publishes over 350 titles annually across multiple imprints.8 Documented author contracts show 10% royalties on all print sales and 15% on eBooks, calculated on net price received rather than cover price. When books sell at trade discounts of 50% or more, effective royalties drop accordingly. The company accepts submissions from new writers but expects authors to do most of the marketing.
Helion & Company (Warwick) has carved out the specialist-academic niche, publishing approximately 100 titles annually and holding 1,200 books in its catalogue. Pricing ranges from £24.95 to £35 for paperbacks and from £35 to £45 for larger academic titles. Helion organises titles into period-specific series and provides US distribution through Casemate Publishers.9
Osprey Publishing (Oxford), currently owned by Bloomsbury, dominates the illustrated reference market with 3,100+ titles and a monthly output of 10-12 books. Osprey typically operates a work-for-hire model for series contributors rather than standard royalty contracts.10
Self-Publishing via Amazon KDP
Amazon's Kindle Direct Publishing platform offers the highest per-copy margins but creates significant barriers to physical bookshop and library distribution. The royalty structure changed in June 2025: print books priced at or above £7.99 receive a 60% royalty (minus printing costs), whilst those priced below £7.99 receive only a 50% royalty. Ebooks qualify for a 70% royalty within the £2.99- £9.99 price band.11
Print production costs for a 300-page black-and-white military history paperback are approximately £3.85. At a £14.99 list price with 60% royalty, author earnings would be £5.14 per copy sold—substantially higher than traditional publishing's £1-2 per copy.
Professional service costs for self-publishing a military history title in the UK typically include: developmental editing (£1,300-£4,000 for an 80,000-word manuscript), copy-editing (£950-£2,400), proofreading (£350-£800), cover design (£250-£600), interior formatting (£250-£500), battlefield cartography (£300-£1,200 per map), and ISBNs (£89 single or £164 for ten from Nielsen).12
The distribution limitations are severe. KDP titles are not eligible for UK Public Lending Right because Amazon uses ASINs rather than ISBNs licensed for library systems. Most independent bookshops refuse to stock KDP publications, viewing Amazon as a direct competitor. The Expanded Distribution option reduces royalties to 40% whilst still failing to match traditional trade terms.
Hybrid Publishers
The Society of Authors issued its landmark report, Is It a Steal?, in April 2022, investigating 240 authors across 91 hybrid publishing companies. The conclusion was unambiguous: hybrid/paid-for publishing is "the worst option a writer can take" because sales are insufficient to justify the author's investment, and there are concerns about aggressive marketing tactics and opaque contracts.13
Troubador Publishing (Leicester), operating the Matador imprint, represents the more reputable end of the UK hybrid market. As an Alliance of Independent Authors Partner Member, Troubador offers bespoke pricing: eBook-only (approximately £650); print plus eBook with 200 copies (approximately £3,000); full service with 500 copies and marketing (approximately £6,000); and premium with website and digital marketing (approximately £7,500).14
Troubador's royalty structure pays authors 85% of net receipts on eBooks (after retailer discounts) and manages print royalties after a 15% commission for distribution and fulfilment. Crucially, Troubador operates selectively, rejecting manuscripts that don't meet quality standards, and provides genuine trade distribution through its own warehousing.
Key red flags of vanity press operations include accepting all manuscripts regardless of quality, aggressive cold-calling tactics, pressure to purchase immediately, vague distribution claims, and hidden costs that appear after signing. The Independent Book Publishers Association Hybrid Publisher Criteria establishes 11 standards for legitimate hybrids, but these criteria are voluntary and non-binding.15
Practical Advice for Aspiring Military Historians
Based on my experience navigating military history publishing, the following recommendations may help authors avoid common pitfalls and establish realistic expectations. I want to specifically acknowledge the Society of Authors for their invaluable advice and practical assistance as I approach the publication of my second book.
Questions to Ask Publishers Before Signing
Publishers should provide clear answers to specific questions before authors commit to contracts. Essential enquiries include:
What editorial support will be provided? Request details about structural editing, copy-editing, and proofreading processes, including whether these are included in the contract or represent additional author expenses.
What marketing activities will the publisher undertake? Obtain specific commitments regarding review copy distribution, social media promotion, and outreach to specialist retailers and military history platforms.
Who covers image licensing costs? Clarify whether the publisher provides a budget for photograph licenses or whether authors must fund these expenses independently.
What is the expected print run and pricing strategy? Understanding initial print quantities and retail pricing helps establish realistic sales projections and royalty calculations.
What rights revert to the author if the book goes out of print? Ensure contracts specify clear conditions for rights reversion, enabling authors to pursue alternative publishing options if the publisher ceases promotion.
Building an Online Presence Before Publication
Publishers increasingly expect authors to arrive with an established social media presence. Beginning author-brand development 12-18 months before manuscript submission provides several advantages. A research blog demonstrating expertise in your subject area builds credibility with both publishers and readers. Regular social media posts analysing primary sources, discussing historiography, or exploring archival discoveries establish your authority whilst generating content for promotion. Social media engagement with military history communities, museums, and fellow historians creates networks that support book launches. Publishers view authors with 2,000+ engaged social media followers as lower-risk investments, though the quality of engagement matters more than follower count.
Identifying Low-Cost Image Sources
Image licensing represents a significant expense, but several strategies reduce costs without compromising quality. Wikimedia Commons hosts substantial collections of military history under Creative Commons licenses, particularly for pre-1945 material. The U.S. National Archives offers extensive Second World War imagery in the public domain. The UK's national archive provides free images for non-commercial use. In contrast, other national archives, such as the Nationaal Archief (National Archives of the Netherlands), offer some images that are out of copyright. Regional museums and regimental archives may also waive fees for authors who give prominent credit to the institution. Additionally, building relationships with military vehicle preservation societies and re-enactment groups can grant access to contemporary photography of historical equipment. However, it's essential to obtain written permission before using any of these images. Your publisher might help you find license-free images or negotiate prices with stock libraries. For example, Pen & Sword Books offered to search for license-free images while I was working on my first book.
Creating Your Own Maps and Diagrams
Professional map production costs £150-£250 per map, but several tools enable authors to create acceptable alternatives. QGIS, an open-source geographic information system, provides sophisticated mapping capabilities for battle maps and campaign movements. The learning curve is steep but worthwhile for authors planning multiple books. Inkscape offers vector graphics editing suitable for organisational charts, order-of-battle diagrams, and tactical illustrations.
For authors lacking design skills, commissioning university geography or design students provides high-quality results at reduced rates, typically £50- £100 per map. Always retain source files and copyright for any commissioned work to enable reuse in future publications. These approaches require time investment but reduce direct costs and provide valuable skills transferable across multiple projects.
You can find freelancers on platforms like Fiverr and Upwork. However, based on my own experience, the quality of work can vary greatly, and prices can escalate quickly. If you need to redo work because the quality is poor, the cheap option can end up costing more.
Conclusion
Like many first-time authors, I approached the publication process with expectations shaped more by optimism than by reality. I anticipated that my publisher would guide my manuscript through substantive editing, using their expertise to transform my first draft into a commercially viable history book. Unfortunately, that professional support never materialised. I received little editorial help, which left me to figure out the complexities of historical storytelling and pacing mostly on my own. Because of this, I now see that my book didn't reach its full potential. It wasn't due to a lack of research or hard work, but rather because I mistakenly thought that professional editing would be part of the publishing process.
My second book shares a different experience. While working with a new publisher, I have received valuable editorial support and guidance. This shows what good collaboration in publishing looks like. I have received helpful feedback, suggestions for the structure, and expert advice, which I hope will turn solid historical research into an interesting, engaging story. This time, I am hopeful that the final product will highlight my research skills and reflect the quality that comes from a strong editorial partnership. This shows that support greatly improves the quality of the final work.
However, my new publisher has been absorbed by a larger industry player, which will undoubtedly impose its own rules and cost-cutting measures, leaving minor authors with little support and minimal expectations. For me, personally, it means books that I’d planned to write on the Falklands War and Operation Market Garden have been shelved.
The fundamental tension in military history publishing lies between credibility and compensation. Academic presses offer institutional validation for scholars, but financial returns are measured in hundreds of pounds. Specialist trade publishers provide professional production and bookshop distribution at royalty rates of 10-15% on net receipts. Self-publishing through KDP maximises per-copy margins whilst sacrificing access to physical retail and library channels. For military historians, the reality is that Pen & Sword and Helion dominate the accessible trade market. This means that most pre-production costs and the ongoing marketing responsibilities fall on the author, who is very unlikely to ever see a return on their investment.
References
1. Godwin, R., 2025. More are published than could ever succeed: Are there too many books? The Guardian, 21 March. Available at: https://www.theguardian.com/books/2025/mar/21/more-are-published-than-could-ever-succeed-are-there-too-many-books [Accessed 6 January 2026].
2. McConnachie, J., 2024. The Crisis in Book Publishing: Why Authors Are Paying the Price. The Guardian, 15 October. Available at: https://www.theguardian.com/books/2024/oct/15/book-publishing-crisis-authors [Accessed 6 January 2026].
3. Society of Authors, 2024. Authors' Earnings 2024: A Survey of UK Authors. London: Society of Authors.
4. Thompson, J.B., 2023. The Future of the Monograph in the Arts, Humanities and Social Sciences: Publisher Perspectives on a Transitioning Format. Publications, 11(1). Available at: https://pmc.ncbi.nlm.nih.gov/articles/PMC9946702/ [Accessed 6 January 2026].
5. Wikipedia, 2025. Oxford Historical Monographs. Available at: https://en.wikipedia.org/wiki/Oxford_Historical_Monographs [Accessed 6 January 2026].
6. Oxford University Press, 2025. Royalties and payments for UK Office Agreements. Available at: https://academic.oup.com/pages/authoring/books/royalties/royalties-uk [Accessed 6 January 2026].
7. Cambridge Core, Publishing an open-access book. Available at: https://www.cambridge.org/core/services/authors/publishing-an-open-access-book/ [Accessed 9 January 2026].
8. Pen and Sword Books, Blog, About. Available at: https://www.pen-and-sword.co.uk/blog/about/ [Accessed 9 January 2026].
9. Helion & Company, 2025. Military History Books. Available at: https://www.helion.co.uk/ [Accessed 9 January 2026].
10. Wikipedia, 2025. Osprey Publishing. Available at: https://en.wikipedia.org/wiki/Osprey_Publishing [Accessed 9 January 2026].
11. Dibbly, 2025. Amazon KDP Royalty Changes 2025: What to Know and Do. Available at: https://dibbly.com/amazon-kdp-royalty-changes-2025-what-to-know-do/ [Accessed 9 January 2026].
12. Ex Why Zed, 2025. How Much Does It Cost to Self Publish a Book in 2025? Available at: https://exwhyzed.com/how-much-does-it-cost-to-self-publish-a-book/ [Accessed 9 January 2026].
13. Society of Authors, 2022. Is It a Steal? An investigation into ‘hybrid’ / paid-for publishing services. Available at: https://writersguild.org.uk/wp-content/uploads/2024/04/is-it-a-steal-an-investigation-into-hybridpaid-for-publishing-services.pdf [Accessed 9 January 2026].
14. Troubador Publishing, 2025. Pricing. Available at: https://troubador.co.uk/pricing [Accessed 9 January 2026].
15. Independent Book Publishers Association, 2022. IBPA Hybrid Publisher Criteria. Available at: https://www.ibpa-online.org/page/hybridpublisher [Accessed 9 January 2026].
