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Self-Publishing Is a Gamble. Why Is Donald Trump Jr. Doing It?

There is a lot about Donald Trump Jr.’s second book that is unusual.

One of his father’s most effective surrogates, Donald Trump Jr. plans to release “Liberal Privilege: Joe Biden and the Democrats’ Defense of the Indefensible” in early September, during the final fevered weeks of the presidential campaign. His last book sold well. The Republican National Committee can use the new one for fund-raising, as it did with the last.

His plans to self-publish, however, along with the book’s unconventional rollout and distribution plan, make it something of a curiosity in publishing circles.

“It’s a risk,” said Jane Dystel, a literary agent. “And it’s your time.”

Mr. Trump’s first book, “Triggered: How the Left Thrives on Hate and Wants to Silence Us,” was published last November. It has sold 286,000 copies, according to NPD BookScan, and is still selling steadily. But when the coronavirus pandemic grounded him in New York in March, he decided to write another. According to someone familiar with the new project, he hired researchers to comb through Mr. Biden’s record and wrote the book in about three months.

“While I had no plans for a book this year, I was stuck indoors like the rest of the nation during the pandemic,” Mr. Trump said in an email. “I decided to highlight Biden’s half century of being a swamp monster, since the media wouldn’t do it.”

Center Street, an imprint of Hachette, published his first book, and it made an offer on the second one. Mr. Trump turned it down.

There are a few key differences between going through a traditional publishing house and doing it yourself. One of the big ones is money. Authors who sign with a publisher typically receive an advance payment before the book goes on sale, then about 10 to 15 percent of hardcover sales after they earn back their advance. If the book is self-published, there is no advance but an author can generally walk away with anywhere from 35 percent to as much as 70 percent of the sales. Because Mr. Trump has his own platform — and the promise of bulk purchases from the R.N.C. — he doesn’t need the publicity arm of a major publisher.

But those big percentages don’t factor in expenses, which add up quickly. There are lawyers to pay, printed copies that need to be delivered to stores and warehouses, book jackets that need to be designed. There are fussy little details, like registering an ISBN number, filing for copyright, proofreading and more proofreading. Indeed, a typo on the cover of “Liberal Privilege” when Mr. Trump first posted it on Twitter was met with see-how-it-goes-without-us giggles in much of the publishing world. (That typo, an errant apostrophe, has been fixed, but another remains on his personal website, after a quote about the book from “Laura Ingraham, Host of The Ingram Angle.”)

So writing and releasing a book on your own is not only a gamble, it is also an unwieldy, complicated project, which is why the biggest-name authors generally don’t bother to do it.

One thing that is guaranteed when self-publishing is greater autonomy. While there’s no reason to think Mr. Trump was held back when he wrote “Triggered,” self-published authors hire their editors and can fire them if they don’t like their advice. This time, Mr. Trump can say truly whatever he wants.

“This is a political pamphlet, not a book,” said Peter Osnos, the founder of the nonfiction imprint PublicAffairs. “It hasn’t been subjected to any measure of quality or accuracy.”

Though the book hasn’t been released yet, the Trump campaign and the R.N.C. have already started using it to raise money. The R.N.C. buys copies of the book for less than $20 apiece, and has been offering signed copies in exchange for donations of $75. It did the same thing with Sean Hannity’s “Live Free or Die,” which was released by Threshold Editions, an imprint of Simon & Schuster, Tuesday.

The R.N.C. said it raised nearly $1 million from signed copies of “Triggered.” The book was a New York Times No. 1 best seller last year, but it appeared on the list with a dagger symbol next to it, signifying that bulk sales — which came from the R.N.C. and other conservative groups — helped to boost its ranking. The R.N.C. said it has bought several thousand copies of “Liberal Privilege” so far and plans to buy more on a rolling basis.

“Don Jr.’s first book was a fund-raising powerhouse for the party, and we have no doubt this book will be the same,” Mandi Merritt, the press secretary for the R.N.C., said in an email.

Unlike Mr. Hannity’s book, “Liberal Privilege” will not be in bookstores. A person with knowledge of the project said that it will be $29.99 on Mr. Trump’s website, where presales are being handled, and on Amazon, along with an e-book and an audiobook narrated by Kimberly Guilfoyle, a senior campaign adviser and Mr. Trump’s girlfriend. It’s unclear if any major retailers will carry the book, though managers at some traditional distribution channels said last week that they hadn’t heard anything about it. ReaderLink, a company that supplies books to more than 80,000 stores, including big-box chains like Walmart and Target, said it had no plans to distribute it.

Another unusual aspect of the book is Mr. Trump’s collaborator, Sergio Gor, who has acted as his literary agent, consulted on the content of the book and has overseen the team managing everything from the editing to the print run. Last month, Mr. Gor became the chief of staff of the Trump Victory finance committee, which makes the book an unusual side project to be finishing up in the throes of such a demanding job.

“It’s a big job to self-publish,” Ms. Dystel, the literary agent, said, “and it takes your attention away from other things.”

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