I’m the proud recipient of two indieBRAG medallions, one for The Admiral’s Wife and another for That Was Then. However, I connected with Geri Clouston – the founder of indieBRAG – a long time ago when I was a relative newcomer to the world of indie authors.
A few weeks ago, I asked Geri to tell the story of indieBRAG through an interview. Here’s what we talked about. By the way, indieBRAG has just celebrated its 13th year in operation!
Mary: What prompted you to create IndieBRAG?
Geri: My husband is an author, and we self-published his first book. At the time, self-publishing was growing rapidly, making it challenging for well-written and properly edited books to gain visibility. Unfortunately, the influx of poorly written and edited works has cast a negative light on the self-publishing industry. How can a high-quality, well-crafted book stand out and gain the recognition it deserves? We wanted to find a way to mark a book as “Worth a reader’s time and money”
Mary: How has it evolved over the years? What services do you offer? What differentiates indieBRAG from other awards?
Geri: We don’t consider ourselves an award in the traditional sense. Instead, think of us as the “Good Housekeeping Seal of Approval” for books. There is no limit to the number of books we honor with the B.R.A.G. Medallion, and books are not judged against one another. Each book is sent out to multiple readers, and our decision is based on their feedback. It is important to note that our readers consist of authors, editors, educators, and most importantly, people who love to read.
We began by collaborating with book clubs, under the premise that if a group could collectively agree a book deserved recognition, it was worth honoring. As more book clubs joined us, sending physical books became impractical, leading us to transition exclusively to eBooks. This shift resulted in a surge of submissions, which overwhelmed our small group of book clubs—many of whom hadn’t signed up to read exclusively for us. To address this, we reached out to individuals interested in joining our effort. We then built a robust website that automates much of our process while providing valuable information and blog posts for visitors. Submissions and selection notifications are now entirely automated.
Initially, we didn’t charge for our service and sent eBooks to readers at our own expense—a model that was clearly unsustainable. This led to the introduction of submission fees. Interestingly, in the early days, we rejected about 95% of submissions! The appeal of free recognition encouraged many first-time authors, often without the necessary work to make their books acceptable, to give it a shot. As the submission fee increased, so did the quality of the books submitted. Managing costs—such as gifting books and maintaining our website—has made our current fee structure essential, allowing us to evaluate more books. Today, our rejection rate is about 30%. We open submissions several times a year and typically keep submissions open for only 2–3 weeks due to the volume we receive.
We consider our authors and readers part of the indieBRAG family. Once a book earns the B.R.A.G. Medallion, it is featured on our website with details about the author, links to purchase, and even a video trailer if available. Honored authors are invited to join our private Facebook group, where they can connect with one another to share advice, ask questions, and discuss their writing journeys, including events like book signings. We also host an indieBRAG Facebook page, now boasting over 9,000 fans, where authors can share updates for a broader audience.
While we are not a promotional business, we frequently post about honored books and offer free advertisements when requested. Our “one for all” philosophy encourages both indieBRAG and our authors to promote the site. By drawing visitors to the website, we ensure all honored books are easily accessible and searchable.
I am proud to say we now have 1,300 indieBRAG Authors and have considered nearly 3,000 books-nearly 2,000 of those earned the B.R.A.G. Medallion
Mary: What trends have you noticed in the reading landscape?
Geri: In the past, self-publishing was often considered a last resort, but today it has become a preferred choice for many authors. When readers search for a book, they rarely check who the publisher is. Instead, they focus on reviews and accolades. An award on a book cover can catch a reader’s eye and, hopefully, boost sales.
With the rise of social media, authors must actively engage with their audience. In-person book signings are highly effective—readers love the opportunity to meet the author behind the work. The more authors connect with their readers, the more their popularity grows.
Take Colleen Hoover, for example, currently one of the most celebrated authors in the industry. Her books dominate bestseller lists, and several have even been adapted into movies. 11 years ago, when she self-published her first book, we interviewed her for our blog. Interestingly, her journey to stardom began with a single blogger who loved her work. This initial word-of-mouth buzz set the stage for her incredible success. Today, Colleen is highly active on social media, sharing not only updates about her books but also glimpses into her personal life, including photos of her family, home, and adventures. Her loyal fanbase, known as the “CoHorts,” eagerly follows her every move.
In today’s world, it’s not enough to write a great book; authors must also market themselves. Platforms such as YouTube, Instagram Live, and Facebook provide excellent opportunities for engagement. Social media trends are ever-evolving, with newer platforms like Bluesky and Threads offering additional spaces to share messages and connect with readers. For instance, Instagram Live interviews and discussions have become particularly popular.
Unfortunately, some authors choose not to engage on social media—a decision I believe is a significant misstep in today’s highly connected world.
Mary: Do you have any predictions for the future of reading and/or writing novels?
Geri: Napoleon is supposed to have said, Show me a family of readers, and I will show you the people who move the world.
The future of writing and reading is evolving in fascinating ways. As technology continues to shape our lives, the way we create and consume literature is undergoing a profound transformation. Writers are discovering new platforms to share their stories—blogs, social media, interactive fiction, and even immersive experiences through virtual and augmented reality. These innovations allow authors to experiment with their craft and engage readers in ways once unimaginable.
For readers, the digital age has unlocked an unprecedented level of accessibility. E-books, audiobooks, and online libraries mean that a world of stories is only a click away. Yet, this convenience also poses challenges, such as shorter attention spans and the potential for literary works to compete with other forms of entertainment. Despite these obstacles, the love of reading persists, driven by the human need for connection, escape, and understanding.
Looking ahead, schools and communities must prioritize fostering a love for reading, not just as a skill but as a lifelong pleasure. Creative initiatives like book-sharing programs, literary festivals, and collaborations with digital creators can help bridge the gap between tradition and innovation. Authors, too, will need to adapt, finding unique ways to market their work and connect with audiences across diverse platforms.
Ultimately, the future of writing and reading lies in collaboration—between authors and readers, educators and students, technology and tradition. Together, we can ensure that storytelling remains an essential and cherished part of our culture, inspiring generations to come.
What an inspiring perspective, Geri. I truly appreciate you sharing the story behind indieBRAG. Your perspective on the future for readers and writers is refreshing and positive. BTW – I love the notion of a book readers appreciation group!
FOR MORE ON READING & WRITING HISTORICAL FICTION FOLLOW A WRITER OF HISTORY. There’s a SUBSCRIBE function on the right hand side of the page.
M.K. Tod writes historical fiction. Her latest novel THAT WAS THEN is a contemporary thriller. Mary’s other novels, THE ADMIRAL’S WIFE, PARIS IN RUINS, TIME AND REGRET, LIES TOLD IN SILENCE and UNRAVELLED are available from Amazon, Nook, Kobo, Google Play and iTunes. She can be contacted on Facebook or on her website www.mktod.com.
10 Responses
Congratulations on your awards and thank you for sharing about such an interesting enterprise as indiBRAG.
You’re welcome, Cheryl! All best
Thanks for interviewing Geri. i have been curious about her and Indie Brag, as an IndieBRAG honoree myself.
An interesting article but frankly I am not sure why one would want such an award given that there is most certainly lots of prejudice against Indie publishing. Why advertise that one’s book is such a work?
You’re rather out-of-date, Steven. I write as someone who was “big-five-published” (Hachette) when I was younger. In fact, some top indie authors earn far more than the average trad-published author now… often having enough followers to bypass Amazon completely, and to sell directly to fans from their websites. I’m not one of these, but I turned down several trad (though NOT “big five”) publishers for my current series, on the advice of London’s Society of Authors itself. “They’re all perfectly reputable,” I was told, “but only the biggest publishers earn their royalties by putting out for your publicity these days.”
Also, when I was with Orion, the publishers said, “Leave the publicity to us”. I happen to have mega-publisher-published friends NOW who are running around in just as many circles as the rest of us… Yes, they get a little help from their friends. But nothing like my contempory series did with Orion.
What IS so great about self-publishing is the awards (I personally have been shortlisted for the UK Selfies at the last two London Book Fairs, and have won 55 awards since I returned to writing in 2021) AND such classy differentiators such as IndieBRAG… Not to mention the positivity that comes from being part of the Indie community. And yes, it IS hard work… but so is any publishing, in 2025!!!!
Many thanks for sharing your thoughts, Alice. Love the feisty viewpoint.
Good to hear from you, though I think you might have misunderstood my question and offered a defense of Indie publishing. The fact is I have also published widely with traditional publishers and as an Indie author. My point was not that lots of indie publishers are successful but that there is still a stigma about self-publishing that might make it less likely for folks to purchase such books and thus my comment.. why advertise the fact that a book was self-published?
Reflecting on your comment I decided to see how an A.I. program would respond to the issue of whether there is still a stigma.. this is what came up when I submitted a query “AI Overview
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Yes, a stigma against self-publishing persists, though it’s weakening. While self-published books can be mistaken for those from major houses and some authors have achieved success through it, a perception lingers that traditionally published books are somehow more legitimate. This is partly due to the ease of self-publishing, which can lead to a perception that it’s a last resort for authors unable to secure traditional deals. However, self-publishing has also fostered diversity and provided a platform for voices often overlooked by traditional publishers.
Reasons for the Stigma:
Perceived Quality:
Some believe self-published books lack the quality and professional editing of traditionally published works, especially for those who rush to publish first drafts.
Ease of Access:
The ease of self-publishing through platforms like Amazon’s Kindle Direct Publishing has contributed to the perception that anyone can publish, potentially diluting the perceived value of self-published books.
Lack of Publisher Support:
Self-published authors often bear the brunt of editing, marketing, and distribution, which can be a challenge for those without those skills or resources.
Literary Prize Exclusions:
Many literary prizes exclude self-published authors, further reinforcing the perception that traditional publishing is the “real” way to be an author.
Arguments Against the Stigma:
Successful Self-Published Authors:
Numerous self-published authors have achieved bestsellers and significant income, demonstrating the viability of this route.
Stepping Stone to Traditional Publishing:
Many authors are using self-publishing as a platform to build a following and market knowledge, making them attractive to traditional publishers.
Diversity and Voices:
Self-publishing has opened doors for diverse voices and genres that might be overlooked by traditional publishers.
Increased Professionalism:
More authors are now aware of the importance of editing, marketing, and other professional aspects of self-publishing.
Reader Preference:
Readers are increasingly open to diverse voices and genres, regardless of publishing route.
Conclusion:
The stigma against self-publishing is weakening, but it’s not gone entirely. While more self-published authors are achieving success, the perception that traditionally published books are more legitimate still persists. However, the increasing number of successful self-published authors, the evolution of the self-publishing landscape, and the growing recognition of self-publishing as a valid and profitable option are gradually shifting perceptions.
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Generative AI is experimental.
Thanks for searching that out, Steve. Lots to think about.
Frankly its kind of stupid…. this is the 21st century when zillions of people have very successful and often monetized blogs, their own successful you tube channels and no one even thinks twice that those were done by themselves without the approval of some magazine or tv production company or network.. and yet with books….. it remains something of a stigma.. yes less but still something of a stigma to do it yourself.