What Does It Take to Be a Publisher?

Publishers come in all sizes, from huge New York houses to one-man bands who form their own companies to “publish” one or two books. In between are what is called independent or “indy” publishers who cater to certain specialized niches. Assuming the big ones are well versed in their craft and the indy publishers are expanding their education through the Independent Book Publishers Association (IBPA), I am going to focus on small, less experienced publishers.

Just saying you are a publisher is not enough to make you one. Most authors who decide to self-publish often have no idea what is involved in the process or what the requirements of the job are. To clear up any misunderstanding on this issue, the board of directors of IBPA drafted a checklist for publishers, posted it on its Website, and summarized it in an article in the IBPA newsletter. Added to that list are several important tasks suggested by author and self-publishing expert, Dan Poynter. Some are the responsibility of any publisher; others are implemented in concert with the author.

Technical Aspects

• Have manuscript edited and copy edited by two different editors before it goes into design.
• When the book is complete, send it out for review to peer reviewers. Take their critiques to heart and make changes.
• Have page proofs proofread by a different editor.
• Send out review copies of galleys to appropriate publications and reviewers. Mark them as Reader’s Copies. (Don’t send a printed book.)
• Secure an International Standard Book Number (ISBN) and an EAN bar code from R.R. Bowker.
• Apply to the U.S. Copyright Office for a copyright.
• Develop a business plan with a budget,
• Create a contract that spells out what the author does and what the publisher does.
• Deal with appropriate, industry-related vendors.

Printing & Distribution

• Get competitive quotes from printers (Be sure they are all bidding on the same specs), and choose the one that best meets your author’s needs, including, but not limited to, price.
• Research all options on digital printers, POD companies, and offset printers (for more than 1,000 book).
• Decide how you want to handle storage and distribution. You can do both if you have room and time, but choosing a professional distributor and fulfillment house may be a better alternative. (LightningSource, which deals only with publishers, is owned by Ingram, which is the largest distributor in the country. Most POD companies print and send books when they are ordered. Larger print orders usually require a distributor and fulfillment services.)
• Go over the printed books with a fine-tooth comb for appearance, quality, pages, printing—in short, everything. Don’t settle for less than perfect. The author assumes final responsibility by signing the printer’s release form.

Promotion

• Write a marketing plan. In its simplest form, a marketing plan starts with an overall goal for what you want to accomplish, strategies for how you plan to do it, and specific tactics or actions you will take, with target dates and estimated costs.
• Create a promotional piece, bookmark, or brochure.
• Put together two mailing lists—one for regular mail and one for e-mail. You should already have one, but this is the time to hone and add to it.
• Develop a Website before the book is published to build an author platform and interest in the book.
• Create a blog to build interest for the book’s topic and keep readers informed of the author’s progress.
• Request testimonials to include in the book, on the cover, and in promotional materials.
• Do a promotional mailing to snail-mail and e-mail lists to announce publication of the book.
• Set up a “media room” on your Website so that media people can find the information they need in a form they can use.
• Encourage author to write articles on the book’s subject; submit to print publications and on-line article sites. There are countless such sites, but the undisputed leader of the pack is ezinearticles.com.
• Explain to author that book promotion as an ongoing, full-time job. The more promotion, the more successful the book will be.
• Work with author to develop fresh ways to repackage the content; develop “spin-off” products (CD, DVD, reports, mini-books, Podcasts, eBooks, Website content).

There are many books and Websites on publishing and self-publishing. This list covers the basics. As a publisher, you should work closely with your authors to produce a quality book and let the world know it exists.

It Takes a Team to Produce a Nonfiction Book

Very few people can do everything that must be done to take a book from beginning to end. It takes a team of people who will play a role in some aspect of your book. You will not need everyone on this list, of course, but there are a few in the “must have” column. If you are self-publishing, they include an editor, a graphic designer, and a printer. If a traditional publisher or a reputable POD house publishes your book, some of these professionals will be furnished. Here is a list of the most important professional partners.

Administrative assistants or virtual assistants will become your right hand, handling correspondence, permissions, research, bookkeeping, organization, filing, inventory, publicity, and myriad other details.

Attorneys serve several functions, from analyzing contracts to advising you on copyright laws and registering art work.

Graphic designers often can handle both cover design and page layout. Conventional publishers will provide these elements based on input from their marketing departments.

Distributors such as Baker & Taylor, Ingram, Follette, and BWI provide a range of services including electronic ordering systems (EDI), warehousing, fulfillment, shipping, billing, collection, marketing, editorial consultation, and sales.

Editors work at different stages of the project. A developmental editor helps you craft your concept, organize your ideas and material, and keep yourself on track. Copy editors and proofreaders check for grammar, punctuation, and consistency.

Indexers are necessary when your book is technical, scientific, fact-filled, or a textbook. You have two options: your word-processing program or a professional indexer. Hire a professional. A conventional publishing house will provide indexing services when necessary.

Industry experts or readers are professionals who know your subject matter and are willing to give you feedback on how accurately you present this information in your manuscript. Often, they will also provide endorsements that will give your book valuable credibility.

Printers range in quality from quick copy to high-end digital or offset. If your book is published by a conventional or independent publisher, this won’t be your responsibility. If you plan to have more than 1,000 copies printed, choose an offset printer. If you want copies printed as you need them, opt for digital printing.

Publicists save you a lot of legwork by arranging for travel, radio and TV appearances, book signings, interviews, and articles in various publications. Quite often, you will wear the publicist hat. The important point is that you must market your book, usually well before it finds its way into print.

Reviewers are often affiliated with some form of media. They assess the quality of the writing, how well and logically you cover the topic, and how readable your book is. A positive review can be mined in many ways, one of which is to quote the reviewer on the back cover.

Transcribers convert recorded interviews into text. An option that allows you to avoid transcribing is voice-recognition software, which must be trained to recognize your voice. The best for PCs is Dragon Naturally Speaking; for Macs, the latest is Macspeech Dictate.

Wholesalers handle books based on demand. They carry books from most publishers and fill orders as they receive them. Their main service is delivering books quickly; they do not have sales reps. There are several categories of wholesalers, including national, regional, specialized, and library.

Time flies when you're writing a book

I lost 16 days somewhere! Last time I did an update, Words To Live By had just been copy edited, and Peggy (otherwise known as "my wonderful designer") had made the corrections. The next step was to go over those corrections and reread the whole book again. More mistakes; more corrections.

In the meantime, I ...

• bought the bar codes to go with the ISBNs
• rewrote the back cover blurb describing the book
• checked the new corrections

The very last things Peggy will do are ...

• insert the Library of Congress number on the copyright page
• change the blurb on the back cover
• send me the absolutely final cover and inside pages

Then I will upload the book to CreateSpace, who will send me a proof, which I will reread once again. If I find mistakes, I won't accept the proof, and we will correct the errors.

While I'm waiting for all of that to happen, I will get prices on printing "readers' copies" and make a list of people to send them to. The purpose of readers' copies is to put the book in the hands of media, bookstores, and reviewers; request reviews and testimonials; and try to arrange for appearances and presentations.

At this point the publishing and promotion steps overlap until the printed book is in my hands, on Amazon, and in the bookstores. Then, the real work begins!