How International Publishing Works

by Tayan Hatch, Marketing Coordinator at Dragonsteel

It’s hard to imagine a time when Brandon Sanderson’s name wasn’t in the mouths of every fantasy reader. Could it be because I’m biased? Certainly. But even before I landed this job, I remember hearing about his many accomplishments. The biggest Kickstarter of all time? Four secret novels? Over 10-time #1 New York Times bestseller? … anyone?

For the longest time, friends told me I needed (needed, like a life force) to read Mistborn: The Final Empire. They were right, of course. And pretty soon after the book came out in the US, the rest of the world realized that fact, too!

Elantris is the first book that Brandon sold in the US. When it came time to decide about UK publishers, there were two options. Either the Sandersons needed to leverage Tor’s UK arm, or they needed to seek out a UK based publisher. If you’ve ever been curious about what an author's international publishing journey looks like, you’re in the right place!

How Can Authors Publish Internationally?

There are typically two pathways people can take to distribute their books internationally.

Option 1: Selling World Rights to a Publisher

The first approach is selling world rights to a single publisher. When an author signs with a publisher like Tor (as Sanderson did with Elantris), they might sell not just North American rights but global English-language rights or even translation rights. The publisher then handles international distribution through:

• Their own international branches (like Tor UK)
• Partner publishers in their corporate family (Tor is part of Macmillan)
• Sublicensing to foreign publishers

This approach gives authors less control, but it also requires less management on their part. The original publisher handles the negotiations and international relationships. For many authors, this is the preferred route simply because of how much easier the management side is for them.

Option 2: Territory-by-Territory Approach

The second pathway—which Sanderson eventually adopted—is selling rights territory by territory through an agent. This means:

• Keeping US rights with one publisher
• Separately selling UK rights to a UK publisher
• Individually selling rights to publishers in Germany, France, Spain, etc.

This approach typically means higher advances and royalties, but requires lots of agent involvement and back-and-forth.

Sanderson's International Publishing Journey

For Sanderson, the journey to international publication wasn't immediate. Despite his US success with Tor, his international reach grew gradually. At first, Sanderson’s books were primarily available in the US market with very limited distribution elsewhere. Many authors, whether out of convenience or lack of knowledge, don’t make much of an effort to understand the international markets, but Sanderson was passionate about the distribution. 

And it paid off. After being selected to complete Robert Jordan’s Wheel of Time series in 2007, the rest of his work grew in popularity in the US and across the globe. 

Taking a more active approach to international rights, selling territory by territory, is part of what makes Brandon Sanderson a household name. An important thing to note is that it wasn’t just smart, strategic business moves. As his popularity grew, Sanderson began attending international book fairs and conventions, building relationships with publishers and fans worldwide. This face-to-face connection that’s become a hallmark of Sanderson’s persona went a long way in cementing his stories in the minds of readers everywhere. 

For new authors in similar positions, it may be wise to take a look at your international publishing strategy. 

The Challenges of International Publishing

We always like to dive into the challenges associated with the road to publishing. That way, you can be informed about the pitfalls we may have had to deal with and avoid them as much as possible yourself (depending on what your goals are, of course). 

Several factors delayed Sanderson's global reach:

• Market Recognition: Fantasy publishers outside the US needed to see proven sales before investing
• Translation Resources: Fantasy novels with complex magic systems and worldbuilding require skilled translators
• Cultural Differences: Different markets have varying tastes in fantasy literature
• Business Complexities: International publishing involves navigating different contract standards, accounting practices, and market expectations

YMMV—it’s important to take a holistic view of your book, your goals in your career, and your fanbase to decide what’s best for you. Take the information in this article as just that, information to better inform your decisions. We like being able to pull back the curtain where we can so you can poke your head in and get an idea of what you’re working with. 

The International Breakthrough

Though there were some setbacks, Sanderson creatively worked through them. The tipping point for Sanderson's international popularity came through a combination of:

• Consistent output and growing US success
• The visibility boost from the Wheel of Time series
• Strategic rights management by his agents
• His direct engagement with international readers through social media and tours
• The universal appeal of his intricate magic systems and worldbuilding

Today's Global Reach

Today, Sanderson's books are available in over 35 languages and distributed in dozens of countries. His international success culminated in the record-breaking Kickstarter campaign that raised over $41 million from fans worldwide.

The path from US publication to global phenomenon wasn't immediate or automatic. It required strategic decisions, patience, and the gradual building of an international readership. It’s the kind of thing you don’t hear talked about much in today’s publishing landscape, but it’s important for new authors to be informed about their options!

For aspiring authors looking to reach international markets, Sanderson's journey shows that global success often comes not as an immediate explosion. And, in fact, you might have to fight for it to become that. A large part of Sanderson’s success as a whole comes from this exact sort of a carefully cultivated expansion built on consistent quality and strategic rights management.

Something else that feels relevant to call out is that the path to success is rarely linear. Even for one of the most successful authors of our time, it wasn't a clear cut process once he sold his first book. Sometimes, that feels like the finish line, but in all reality, you have to be clear on your goals and ready to be proactive in making them happen even after you sell that first book.

I'm curious, what do you make of that idea? Have you had experiences where the writing and/or publishing journey didn't go how you thought it would? What's your perspective? Let's chat in the comments!