Post on 12-May-2015
description
Getting Published Getting Published in the Age of E-Booksin the Age of E-Books
Presented byWolf Hoelscher
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Taking Your Chances with Publishing
What are your chances of getting published (and making money)?
Playing the lottery... Can you improve your odds?
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Is the Publishing Industry Doomed?
Biggest transitional stage since the invention of moveable type.
The music industry: lesson learned?
What factors are now affecting the publishing industry?
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Factors Affecting the Industry:
Digital Innovation POD Technology
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Factors Affecting the Industry:
Digital Innovation The Espresso Book Machine
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Factors Affecting the Industry:
Digital Innovation E-Readers
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Factors Affecting the Industry:
Changes in bookselling.
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Factors Affecting the Industry:
Marketing shifts Outbound to inbound
marketing Social media Decline in ad sales Less emphasis on books in
newspapers.
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Factors Affecting the Industry:
Stale content Too many filters Unagented materials not allowed –
frustrates writers Same authors, same types of books
(more vampires, anyone?)
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Factors Affecting the Industry:
The rise of self-publishing and the independent/local publisher
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Factors Affecting the Industry:
The rise of self-publishing and the independent/local publisher
Staffing cuts
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To Self-Publish or not to
Self-Publish?
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Traditional vs. Self Publishing?
Determine your goals first. Are you:
writing for yourself? writing to make money? both?
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Traditional vs. Self Publishing?
Weigh the risk: Traditional: Publisher assumes much of the
financial risk. Offers a percentage of sales or flat fee for your
work Owns some or all of the rights (for a limited
time). Self-publishing: The risk is yours.
Printing a book can run $6,000 - $8,000 easy. E-books cost less to produce (but sell for less
with fewer potential readers – for now).
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Pros & ConsTraditional
Pros: Less financial risk. A team to support you. Editorial, Design, Marketing, Sales help. Possible distribution outlets = bookstore
availability. Reviewers who take you seriously. More time to focus on writing.
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Pros & ConsTraditional
Cons: Less control
Titles, editorial approach, cover design, marketing, etc.
Securing a contract from a reputable publisher is time-consuming and not guaranteed.
Less money? Advances, royalties, and flat flees are small on
average. Rights transferred to publisher.
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Pros & ConsSelf-Publishing
Pros: More control. No contract required. You own all the rights. The e-book model is affordable. Free marketing tools (social media) are
available. The profits are yours.
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Pros & ConsSelf-Publishing
Cons: The financial risk is all yours. Success depends on your business prowess
and publishing knowledge. You'll need a book team (editors, designers,
etc.). Bookstore distribution is difficult (especially
for a one-book author). Self-pub still carries a negative stigma. Not enough success stories. Less time to write!
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My Advice?
Try the traditional route first, unless the book is part of a larger business plan (nonfiction book that complements your business or organization.)
If you're having no luck, but your core group of trustworthy readers is telling you they love it, then start writing a business plan.
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Getting Published “Traditionally”
Requires a strong submission package. May require an agent. A lengthy process. Not for the weak of heart. How do you handle rejection?
So how do we get started?
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Have a book business plan
Make a written document of: Trends Competitors/Similar Titles Customers (Potential Publishers/Agents) Marketing Strategy Finances (how much are you willing to
invest?)
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Trends
How do you find them? Read! Listen
Use social media to your advantage. Google Reader & Syndication Feeds Publisher’s Lunch – what deals are being made? Publisher's Weekly Sign up for a Twitter account, follow hashtags
(#) Start a blog and solicit comments. Ask questions: LinkedIn & Quora
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The Competition
Use Amazon, Barnes & Noble online to find similar titles.
Ask the advice of smaller bookstore owners: What's selling in your genre? How are self-published titles fairing?
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Potential Publishers
Make a list (even if you're considering self-publishing). Make use of bookstores
What publishers are printing your competitors' titles?
Publisher Listings (Writer's Market, e.g.) Publisher websites (read their books) Keep an eye out for publishing or editing fees. Agents: Member of AAR? Reading fees?
Ask yourself: How can my book help each publisher on my list?
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Potential Publishers
Ask yourself: How can my book help each publisher on my list?
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Big vs. Small
A big publisher is hard to land... Most always requires an agent Acquisitions focus may prefer “Author
Platform” to story and quality. But advances, royalties, & promotional
impact could be huge (I wouldn't turn down a Random House contract.)
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Big vs. Small
Independent publishers... The future of publishing? The new literary agents? Better connection with readers? More editing & marketing support? More passion and devotion to story &
quality? A gateway to bigger & better things?
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Marketing Strategy
Learn about the other side of the slush pile.
Get into the head of your customer: The acquisitions editor.
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What’s it like to be an acquisitions editor?
It's a constant juggling act: Responsibilities:
Slush pile Meeting deadlines Working several years into the future Following trends, sales Creating budgets Meeting publisher expectations (go out and find me something) Attending trade shows and conferences Keeping authors happy Working with sales and marketing (selling books to them so
they’ll sell your books)
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Takeaways
Editors have limited time, especially now that many are operating with limited staff members and little support.
Don’t call.
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Takeaways
Editors have limited time, especially now that many are operating with limited staff members and little support.
Don’t call. Follow their directions.
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Takeaways
Editors have limited time, especially now that many are operating with limited staff members and little support.
Don’t call. Follow their directions. Revise and polish.
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Takeaways
Editors have limited time, especially now that many are operating with limited staff members and little support.
Don’t call. Follow their directions. Revise and polish. Share the marketing burden.
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Share the Marketing Burden
Welcome this! (More control for you) Start a blog, build a social media fan base.
Followers = potential customers to publishers. Participate in conversations related to your
subject matter. Become an expert. Attend conferences & trade shows. Build your portfolio.
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Yippee! A Contract!(What now?)
What Happens If They Offer a Contract? Rejoice! (But then get a hold of yourself) Get an agent or lawyer. Be willing to roll up your sleeves. Listen to your editor. Learn about the publishing process...
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The Publishing Process
It takes time. Could be 2 years or longer before your book
hits the shelves. Technology is speeding up this process. E-books are much faster. Always remember that that you’re very likely
not the only author working with your editor (and you may work with several editors along the way).
Be flexible. Especially if you want another contract!
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The Editing Process
Stages Acquisitions Substantive (or Developmental) Mechanical (Copy Editing) Proofreading
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Pre-Press Design
Layout Illustration Photo shoots Cover design Lasers
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Other Components
Marketing Someone will write cover copy, sales &
catalog copy. Catalogs are a big time consumer for editors Promotional & publicity tours
Virtual book tours more common now Reviews
Printing & Warehousing Could take 3 months or longer to reach
warehouse.
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Where’s the money?
This is not a business that will make you rich.
Advances are usually in the $5,000 range. Royalties = 8-12% generally
Will you get royalties or a flat fee? Why So Little?
Limited shelf life and space = 1 – 2 years in print. 2nd life in digital form?
Costs of production, printing, and overhead. Substantial risk. Cost of bookstore returns.
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Get Out and Push!
You do have some control... Book signings. Give away copies to libraries, book
clubs, local papers. Word of mouth is important for first-
time authors.
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Self-Publishing
Don't go it alone! Seek help first...
Form your own team. Surround yourself with quality editors,
designers, and sales people. Beware of Self-Publishing/Vanity Presses Solicit info from other self-published
authors. Attend trade shows
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Self-Publishing Tools
Lulu Offers a wide variety of publishing services and
resources including tutorials. Don't believe their “Self Publish for Free”
slogan. 3-month marketing package = $10,000 Look at the prices of paperbacks featured on
their home page. Would you buy these books? Retail $ in Bookstores= 8 x Manufacturing Cost What's the perceived value of your book?
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CreateSpace
An Amazon company Print on Demand (PoD) “You own the copyright” Amazon takes a percentage of each sale
along with fixed charged dependent on page count.
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Kindle Direct Publishing (KDP)
For e-books sold on the Kindle (largest reach for e-books). Electronic books are now outselling printed
books on Amazon.com “upload and convert your final draft
from several formats” Word document (.doc file) is preferred.
Publishing is free. 70% and 35% royalty options (dependent on
list price).
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Kindle Direct Publishing (KDP)
Be specific in the keywords you choose. Limit formatting in your original Word
doc. No. lists and bullets might not translate Use page breaks between chapters Images should be jpegs.
Once published, should take 2-3 days to appear on Amazon.
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Barnes & Noble PubIt!
Uses the ePub format for viewing on the Nook.
Also features a free online conversion tool.
Royalty Rates 65% for books priced
between $2.99 and $9.99 40% for books priced below
below $2.98 or greater than $9.99
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Smashwords
Distribution to Apple (31 countries), Barnes & Noble, Sony, Kobo, Diesel, others Notice Amazon is not on the
list 85% royalty on Smashwords,
60% elsewhere. 80,000+ titles on the site. Remember: You do your own
marketing.
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Final Thoughts
Stay tuned - the industry is rapidly changing. Remember that publishing is a team sport. Covers: A picture is worth a thousand dollars. Set up a blog/website now! Surround yourself with readers who aren't
afraid to tell you the hard truth. Develop a thick skin. Make a list of priorities. Where's writing on
that list?
Thank You!Check out other workshop
offerings from DIY Tech Geek at:
www.diytechgeek.com
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