Writing Fantasy: The Market, Publishers, and Agents

This past weekend, I was asked to speak to the members of a local writing group about the business side of writing fantasy. That is to say, the group's members wanted to know about the market, what publishers are the best, and which agents to seek out.

It turned into a pretty good presentation, and while anyone can find this information with a little research, it can be overwhelming for new writers, so I thought I'd share a little of what I covered here. Back when I was new, I would have loved someone to lay it out for me.

The Fantasy Market

What we hear: The Fantasy Market is over-saturated.

Is it true? Yes and no. Fantasy does seem to be the go to genre for aspiring authors. They believe that it must be easy since they can just make up whatever they want, when in all actuality, fantasy is much harder, takes more time, and requires more skill, IMO, than setting a story in the world that already exists. A fantasy writer first has to put in hours upon hours of time and research to build a world that is unique and full of varied cultures and peoples while still adhering to the rules set for that world. Then there is the magic system...yes, magic isn't real, but it needs to be believable within the context of that world for which you've created it and that takes more time and research. After all this time, a fantasy author finally reaches the point where non-fantasy authors start...creating fully developed characters and developing that characters journey. Finally, it's time to start writing, rewriting, and editing. Unfortunately, many authors don't put in the time required, which is where the "over-saturated" rumor comes along. Those who say it's over-saturated aren't talking about the genre having too many books on the market, not at all. They're talking about the amount of poorly done fantasy books out there.

So, should you write in the fantasy genre? If you love it, absolutely. There are tons of fans to reach. In fact, according to Forbes, sales of fantasy/sci-fi books have doubled since 2010 with the subgenres: Paranormal Romance and Urban Fantasy the top 2 most sought after, while epic fantasy is a distant third. Think about it. Fantasy has one of the largest groups on Goodreads, one of the largest sections in bookstores and libraries, and more fantasy/sci-fi books have been turned into movies than any other genre.

How does an author find fantasy/sci-fi readers/fans?

• Join communities as a fellow fan and be an active member in discussions on favorite books, movies, shows, etc. These groups usually have promo days for the authors of the group to share their work. If you're an established member and your name is familiar to the other members, you'll most certainly have ready fans willing to buy your book, plus being an active participant is fun!
• Book signings: Think outside the box. Go to your fans. Gamer stores and comic book shops are sure to be more successful than a coffee shop signing.
• Conventions/Niche Events: Sure Comic Con booth fees can be expensive, but if you can split a table with another author or artist, it's totally worth it. And don't just stay behind the table. Many fantasy/sci-fi fans are somewhat socially awkward, if you're standing behind your table watching them approach your table without saying anything, they are going to avoid eye contact and walk right on by. Greet them with a smile and offer a free book mark. It'll do wonders toward making potential readers comfortable enough to stop at your booth. Also, ask to be a guest speaker, take part in a panel, and attend schedule networking events. All of these things work to drive people toward your booth. Don't forget to always have a newsletter subscriber signup list at every event.
• Newsletter & NL Swaps: Building your subscriber list at every event is SO important. These are potential fans you can email every time  you have a release or sale. It cost you nothing, but time and can be so rewarding. Building your subscriber list is also important for swapping with another author in your genre. This is cross promotion and is another no cost way to reach fantasy fans.
• Blogging/Guest Blogging: While time consuming, blogging can also be a valuable way to attract fans. Blog about all things fantasy, go visit and comment on other fantasy blogs, and if you're consistent, you'll reach fantasy fans from every corner of the world. Guest blogging is the same type of cross promotion as newsletter swaps. You and another fantasy blog post on each other's blogs to attract news fans from the other's blog followers.
• Podcasts: There are tons of fantasy podcasts out there. Reach out to one about doing an author interview when you have a new book coming out.

Know your Fantasy Sub-Genre! This will help you target your audience and make marketing your book more successful.

Sub-Genres:

• High Fantasy
• Low Fantasy
• Epic Fantasy
• Urban/Contemporary Fantasy
• Paranormal
• Paranormal Romance
• Fantasy Romance
• YA (Young Adult) Fantasy
• Children’s Fantasy
• Sword & Sorcery/Heroic
• Historical Fantasy
• Portal Fantasy
• Comic Fantasy
• Science Fantasy
• Grimdark Fantasy
• Dark Fantasy

Related Genres:

• Speculative Ficton
• Horror/Gothic
• Fairy tales/Fairy tale retelling
• Dystopian Fiction
• Magical Realism

Publishers

Big 5 Presses (require an agent)

• Macmillan
• Tor Forge - #1 SciFi/Fantasy Publisher
• Hachette
• Orbit
• HarperCollins
• Penguin/Random House
• Ace Books 
• Bantam Spectra
• DAW Books
• Simon & Schuster

Small Press (do not require an agent)
(Note: There are many small presses, more than I could include so I picked a few of the more well-known. The following list is not an endorsement. Do you research before submitting or signing with any publisher.)

• Baen Books
• Edge Publishing(Canada)
• Jo Fletcher Books(UK)
• Tor Books
• Carina Press(Digital Only)
• Turner Publishing Company
• Jolly Fish Press
• Montag Press Collective

Agents

(Source: https://literaryagencies.com/list-of-literary-agents/top-literary-agencies/)

Top 10 Agencies for all genres based on sales

1. Trident Media Group
2. Writers House
3. Folio Literary Management
4. Sterling Lord Literistic 
5. ICM 
6. The Bent Agency
7. Foundry Literary 
8. Marly Rusoff & Associates
9. Inkwell Management
10. The Knight Agency

Top 5 Fantasy/SciFi Genre Agencies based on Sales

1. Sanford J. Greenburger Associates
2. Scovil Galen Ghosh Literary Agency
3. Liza Dawson Associates
4. Donald Maas Literary Agency
5. LaunchBooks Literary Agency

It's a lot of information, but important for all fantasy writers and authors seeking to publish their work. And information is constantly changing, so always do your own research before submitting or signing with any publisher or agent. I hope you've found this useful and I wish you nothing but success in your journey to becoming a published fantasy author.

Sabrina A. Fish is an Award-Winning Fantasy & Romance author from Oklahoma. When she isn't reading or writing, she helps her hubbie run a trophy and awards company or hangs out with her kiddo.

To learn more about Sabrina and her books, visit www.SabrinaAFish.com