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Also, these days we (indies) have much higher ongoing costs in the form of advertising or in putting out a free book. These costs have really skyrocketed in the last two years and become more and more necessary. The upfront cost of getting a book edited has also gone up. Artwork has gone up too, but there's still some leeway with shopping around.
With ads, one of the problems is that they are a moving target. A site that is moving books today may not move a thing two months from now. ALL the ad sites have gone up in price, some more than double (many about double) and almost all of the sites move about half of what they used to move.
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