How Are Sales Going?
While exact sales figures are hard to pin down (publishers tend to guard that data), interest in earth-centered spirituality hasn’t slowed. Books that weave together spirituality, healing, and empowerment continue to do well. Think titles like The Cauldron and the Drum by Rhonda McCrimmon or New Moon Magic by Dickens and Torok. Broader cultural trends — mindfulness, climate consciousness, and a hunger for alternative wisdom — are helping sustain demand.
Who Are the Big Players?
If you’re an aspiring author in this space, you’ve probably heard of the major publishers:
Llewellyn Worldwide – Perhaps the most recognized name in Pagan publishing, with a century-long track record. If you’ve ever picked up a book on Wicca, tarot, or astrology, chances are it came from them.
Red Wheel/Weiser – Another powerhouse, especially known for occult and metaphysical titles. Their catalog covers everything from witchcraft to esoterica.
Inner Traditions/Findhorn Press – Specializing in spirituality, mysticism, and earth-based wisdom. Their books often have a global, cross-cultural flavor.
Collective Ink (Moon Books and O-Books) – UK-based, with a solid reputation for Pagan and mind-body titles.
Mandrake of Oxford – A smaller press with a strong occult focus.
On top of these, you’ll find vibrant indie presses like Avalonia, Rockpool Publishing, Green Magic, and others that keep the field fresh and diverse.
To Publish or Self-Publish?
This is the question many Pagan authors wrestle with.
Traditional publishing brings credibility, professional editing, great cover design, and built-in distribution. Getting published by Llewellyn or Weiser can help place your work squarely within Pagan communities.
Self-publishing, particularly through Amazon’s Kindle Direct Publishing, offers higher royalties and creative control. You don’t need to wait for an acceptance letter — you can just upload your book and go live.
But there are trade-offs. Self-publishing means you’re responsible for editing, design, marketing, and finding your audience. And in a crowded Amazon marketplace, that’s no small task.
The Amazon Dilemma
Let’s talk ethics for a moment. Amazon dominates the ebook market, which makes it tempting — almost necessary — for indie authors. But Pagan readers and writers have been raising concerns:
Quality issues: Amazon is flooded with low-effort, AI-generated “witchcraft” books, which drags down credibility.
Reputation: Self-publishing can still carry a stigma. Some readers assume “self-published” means unedited or inauthentic.
Predatory services: A cottage industry of “Amazon self-publishing helpers” has sprung up, and not all are trustworthy.
Many Pagan authors find themselves torn: they want independence, but they also want their work to stand out in a sea of questionable content.
So, What’s the Best Route?
The truth is, there’s no one answer. Traditional publishers are still the best bet if you want community recognition and a professional finish. Self-publishing gives you freedom and potentially higher earnings, but you’ll need to put in serious effort to produce a high-quality book and get it seen.
Either way, the Pagan publishing world is thriving. Readers are hungry for authentic voices, diverse perspectives, and grounded spiritual practice. Whether you choose a trusted publisher or go it alone, what matters most is the heart you bring to the work.
Question for Readers
What do you think? If you’ve published (or thought about publishing) in this space, did you lean toward a traditional publisher, or did you brave the Amazon jungle?
Let us know in the comments below.
