Whitefox author Adam Leigh recently had the unique opportunity to speak to the book group at HM Prison Wandsworth about his two self-published novels. In what proved to be an inspiring and insightful session, Adam was able to share his books with an entirely new audience and hear from a readership demographic he hadn’t interacted with to date.

At the start of 2024, even in challenging macroeconomic times, new ventures seem to be stacking up on the self-publishing runway. More indie author writing courses, more established US entities entering the UK market, and rumours abounding of big new plays from serial old-school publishers looking to amplify the sales and marketing of existing self-published authors.

As self-published authors, we’re free to promote our own books at our own pace. But the autonomy also raises gruelling questions about how to connect with potential readers. After writing a novel in solitude, the thought of marketing it to the world at large can be overwhelming.

The discussion began in the early months of 2012. Having decided what we did not want to call our nascent business, the somewhat more challenging task of creating not just a name but an identity hove into view. We knew we didn’t want a pun on books or reading, and we didn’t want some portmanteau blend of our co-founder names. Suggestions were made and rejected.