Kirkus Review's Slant for Traditional Publishers

Traditional publishers and those who service them are not ignorant about the self-publishing cash cow. Kirkus, a review service that has been around since the 1930s, specifically focused on traditional publishers and was funded by them, until it learned it could make money from indie publishers. It then set up its "Kirkus Indie Reviews." Now, in general, Kirkus only gifts less than 3% of all the books it reviews with a star. It also only gifts about 10% of its reviewed books with a "Get it" status (the second highest favorable review). Most of its books get general reviews containing the good and the bad, and I read about 20% end up with bad reviews. That means, starting off, you have a 1 in 5 chance of paying over $400 for a bad review. 

For comparison, if you submit your book for the traditional Kirkus review (which I believe is only for traditional publishers), the editors will pick which books get any review (I believe this is 10,000 books per year) and 10% of those books will get a star. 

Whichever way your book gets a Kirkus review, understand that you cannot get a star just because the reviewer liked your book (i.e. you cannot become eligible for their $50,000 prize just because you got an excellent review). The editors at Kirkus are solely responsible for giving out the stars and promoting the book.

However, Indie authors need to be aware of a few contract clauses that Kirkus has stuffed in that mean you may not be getting a fair review. Note: although the top of the Contract says it is a general contract, it specifically talks about Kirkus Indie--so it does not apply to traditional publishers.

First, know that you cannot cancel the contract, but Kirkus can cancel it as long as it refunds your money. It does have any time limits on when it must do this, however. 

The most important and detrimental thing about their contract is two-fold. (1) You do not have any input into who is reading your book, and Kirkus does not have any contractual guidelines that limit who can read your book. This is important because Kirkus can assign your book to be reviewed by anyone. If you have a sci-fi book, they could give it to someone who only reads romance. Even worse, they could give your romance to a computer programmer who only reads books when he gets paid to do so by Kirkus. His review, based on his lack of knowledge about any sort of writing except computer programming, is perfectly acceptable under the Kirkus contract and you cannot complain about it. Nowhere in the contract does it say the reviewer has to be qualified to review the book, but it does say you cannot even request that the reviewer is qualified to review the book.

(2) In addition to the above, under "Miscellaneous," they clearly state they can hire freelancers to review your book. This means, you are not getting reviewed by Kirkus review staff with years of experience. No, if you are an Indie author, you are going to be reviewed by a freelancer. 

Kirkus' contract fully covers its butt. In my opinion, its "Indie" section is nothing more than a moneymaker for its annual award, which it usually gives to traditionally published authors. In 2024, all the finalists were from major publishing companies or their imprints. I did not go back further than this, but I presume the results are the same every year--especially since it seems most of the stars go to books selected from traditional publishers by editors and those same editors give out the stars. 

They state they make the "best efforts to provide" an unbiased book review. It does not say they will provide an unbiased book review. Nor does it say they will provide a "fair" book review, i.e. one by a qualified reviewer who actually reads your book in its entirety. 

Kirkus has been targeting Indie authors for years with marketing campaigns. My advice to those who are self-publishing is to save your money.