How to Succeed as an Author in the PH, According to an Expert
In the age of advanced technology and increased access to the internet, the publishing industry is constantly evolving, adjusting to new tech and adapting to shifting consumer demands. According to Publishing State, 2025 will push the industry towards uncharted territory as the key trends we see today, such as digital publishing, social media, and niche markets, continue to gain momentum, transforming the overall publishing landscape.
In the Philippines, publishing is mainly run by traditional publishing houses, so if you’re a Filipino author hoping to get your works out there, you will have to find publishers that are accepting submissions, which usually involves a long waiting period. With the rise of digital publishing, many authors have dipped their toes into self-publishing — taking matters into their own hands when it comes to marketing their books. But this path requires a certain level of consistency and dedication to work, which some authors fail to maintain. Long story short, it’s a tough path to do everything alone without professional help, especially if you’re a first-time author without a built-in readership.
This is what Cindy Wong wanted to address when she founded 8Letters Publishing House, a hybrid publisher and boutique bookstore dedicated to supporting Filipino writers.
“I started 8Letters in my bedroom with a vision to market Filipino books, including my own title,” Cindy told The Beat Asia. “At the time, indie books were largely absent from mainstream bookstores, so I aimed to distribute a curated selection in local cafes. We successfully partnered with several cafes to showcase our books. As we gained traction, more authors approached us for assistance in marketing their work, which led to our evolution into a full-fledged publishing house.”
Established in 2016, 8Letters aims to promote independent writers in the Philippines who struggle to showcase their art in a very saturated market. The publishing house was named in such a way to describe how letters make up words and the infinite number of stories that can be made with them. This aspect is represented by the number “8” which, when turned sideways, is the infinite symbol. Currently, the publisher has over 400 titles on their shelves, which are sold on their webstore and by local and international book retailers.
But what exactly is a hybrid publisher? And how does this model increase an author’s chances of success with their respective titles?
A Collaborative Approach
It takes more than a good story to sell a book. In fact, the success mostly lies in how one markets their book and the exposure it gets. According to their website, 8Letters “strives to create a safe and nurturing space for writers” and to be able to support them in their creative journey. The keyword here is support, as 8Letters is not in the business of simply profiting from their authors, but also to assist them in all aspects of their publishing journey.
Cindy, who is also the Creative Director of the publishing house, explained, “In a traditional publishing model, the publishing house covers all expenses related to producing a book, allowing the author to focus solely on writing with minimal involvement in marketing. In contrast, self-publishing requires the author to handle every aspect of the process independently, from production to promotion.”
“A hybrid publishing model, however, represents a collaborative approach between the author and the publishing house. Both parties contribute to key areas such as the manuscript, cover design, layout, marketing, and distribution. This collaboration allows the author to invest less upfront while still benefiting from professional support, ultimately leading to a higher percentage of sales revenue. This model combines the best of both worlds, providing authors with guidance and resources while maintaining a degree of creative control.”
Being an author herself, Cindy understands the struggles of rookie authors who are trying to catch their big break. She discovered early on that it was easier to persuade establishments to carry her title when she had a broader selection to offer. This was how 8Letters shaped itself to become a community-based publishing house.
“I was happy to assist other authors because I recognized a genuine gap in the market. I believe in a mindset where collaboration leads to mutual success, allowing more people to thrive together,” she said.
Many authors start without a built-in readership or fan base, and one of the toughest challenges they’d have to face in indie publishing is getting people to notice their books, considering the number of titles that are published every year, not just in the Philippines but the rest of the world.
Cindy stated, “Being part of a community of writers really helps. When you support each other by reading, reviewing, and promoting one another’s books, it makes a big difference. This way, you can help those who might not be familiar with your work start to take notice. It’s all about lifting each other up!”
Looking at their social media handles, the publishing house has gained a lot of traction with over 24k followers on Facebook and another thousand or so on Instagram. The publisher regularly organizes and takes part in book events, which is one of the ways they provide their authors with the exposure they need. They also publish a quarterly literary magazine, “Circles Mag,” which features poems, short stories, and essays from contemporary Filipino writers. Subscriptions are priced at P580, with a premium quarterly subscription of P780 that includes a tote bag, journals, and other bookish goodies.
When it comes to the publishing aspect, 8Letters is prepared to guide you every step of the way. You can simply visit their website and peruse the range of self-publishing services they offer, ranging from manuscript editing and book formatting and design to book printing, distribution, and ISBN (International Standard Book Number) registration.
If you’re a writer planning to put your work out there, it’s important to note that all types of publishing have their own pros and cons, so you should carefully think about which path would take you where you want to be in your writing career. One main advantage of publishing with a hybrid publisher like 8Letters is retaining your copyright and creative control. Their model combines self-publishing with some elements from the traditional path, such as providing authors with the resources they need. One of these resources is the 8Letters Publishing University, which is a series of workshops Cindy and her team started a few years back that offers courses on self-publishing, writing romance, poetry, horror, mystery, non-fiction, and author branding. The company is currently refining the courses and is hoping to relaunch soon.
“The publishing landscape in the Philippines is constantly evolving. Currently, there’s a significant shift from traditional publishing to self-publishing, as many authors are recognizing the benefits of taking control of their work. However, not everyone will make the switch, as self-publishing requires considerable effort and dedication. This is where publishing houses like ours play a vital role, providing the support and resources authors need to navigate this transition successfully.”
8Letters Publishing has gathered an impressive roster of talents in the last nine years in both popular and emerging genres. Some of their bestselling titles include the works of Gerome Nicolas Dela Peña, such as “SUÓNG! Mga Aporismo ng Paglusong at Pagsulong,” which was a National Book Award finalist; the fantasy novel “Silence” by Che De Leon; and their Pinoy Science Fiction title, “Fate of a Distant Future” by Renato Tranquilino.
When asked about the kinds of books that currently sell in the local market, Cindy replied, “Pinoy Sci-Fi is an emerging genre that has garnered significant attention in recent years. We showcased this selection at the Frankfurt Book Fair last year and even hosted a PinoySciFiCon at Fully Booked. Our publication features a substantial number of fantasy novels, making that one of our best-selling categories. Additionally, Filipinos have a strong appreciation for short reads, particularly in romance and self-love poetry, which also perform well in the market. We’ve recently ventured into the children’s book genre and are eager to learn more about this exciting market.”
Cindy also mentioned that one other element affecting a book’s salability is cover design, proving that indeed, people do judge books by their covers.
It’s evident that 8Letters Publishing is working towards helping indie authors be more seen, but at the end of the day, it’s still a business. When asked about the challenges she faces in running the company, she answered, “I'd say managing authors' expectations and educating or shifting their mindsets. I've mentioned that being a hybrid publishing house requires collaborative effort, and most of the time, authors would have certain expectations that the books will sell like pancakes. However, that's not always the case. It's a long game!”
Cindy also shared that 8Letters Publishing aims to be a highly efficient company and is working towards refining its internal systems and enhancing its distribution methods to ensure a smoother process for their authors and readers. The creative director also understands the weight of their responsibility to their authors, and promises to continuously adapt to shifting consumer demands as well as accommodate authors on their preferences in terms of the direction they want their writing careers to take.
“I have a dedicated team supporting me in managing hundreds of authors in our database. We’re continuously learning and adapting, and one of the key elements to our success is strong teamwork and collaboration. As the creative director, my responsibility is to empower both our authors and my team, ensuring that together we provide the support our writers need to thrive in their careers.”
You can check out 8Letters Publishing's fantastic lineup of works and authors on their website or follow them on Facebook, X (Formerly Twitter), and Instagram for updates on new releases and upcoming book events.
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