It's time to blog about returns. Not because it's a glamorous subject, but because it's an important piece of the book publishing business that too few authors (and readers) understand. And the fact that books are returnable in the first place is cause for frustration.
In traditional publishing, failing means not earning out your advance. In self-publishing, failing could be taken to mean not earning back your expenses. But the question then needs to be: over what period of time?
Tens of thousands of unsolicited manuscripts are sent to publishers in the Netherlands every year, but very few manuscripts will actually get the chance of being published. This is exactly why I founded the website TenPages.com.