How to Publish Your Ebook Introduction


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This presentation was given for the ASA's How to Publish Your Ebook for the introductory session.

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  • ----- Meeting Notes (4/07/12 19:57) -----Previously published
  • Scary stuff up frontRomance
  • How to Publish Your Ebook Introduction

    1. 1. How to Publish Your Ebook Introduction
    2. 2. Overview• Thinking About Audience• Digital Formats / Distribution Overview• Routes to Publication• Producing an Ebook – The Importance of Editorial and a Good Cover• Digital Marketing Tips
    3. 3. Thinking About Audience• Does your book have an audience?• Can you sell your book in 150 words?• What genre is your book?• Are you connected to your audience?• Have you read other books in your genre?
    4. 4. Ebook Audience Total Book Sales (per country)US ~14%UK ~8%AU ~2–5%
    5. 5. Ebook Audience Relative to Population US (87%) UK (10%) AU (2.2%)
    6. 6. Ebook Audience• You can’t rely on the local audience (yet)• US ebook sales approaching 50% in some genres• Fiction sells better than non-fiction• Reported by publishing companies• Self-publishing data hard to come by• Self-publishing revenue likely much lower• Ebooks only – interactive / multimedia projects much lower
    7. 7. Self-Publishing Audience• Average earnings in previous year $10,000• Skewed by very high-selling authors• 50% of self-published authors earned under $500• Less than 10% of self-published authors earn 75% of earnings• Dominated by outliers
    8. 8. Ebook Audience• Exponential growth – predictions are all over the place• Digital sales grew by 366% in the UK in 2011• Rise of the tablet – opportunity & threat
    9. 9. Formats & Distribution• Ebook – EPUB – Mobipocket – PDF• Print-on-demand• Audiobook
    10. 10. Ebook Formats – EPUB• Reflowable• Based on web languages (HTML, XML)• Open-source, standardised• Supported by most channels (not Amazon)• Different devices interpret EPUB code differently
    11. 11. Ebook Formats – MOBI• Also reflowable and based on web languages• Less customisable and capable• Amazon Kindle platform only• Consistent interpretation of format
    12. 12. Ebook Formats – PDF• Facsimile of a page• Not reflowable• Widely supported – identical interpretation• Not web-friendly, not customisable• Not future-proof
    13. 13. Digital – Audiobooks• Increasingly popular• Expensive to produce• More difficult to self-publish and self- distribute• Increasing popularity of collaborative audiobook projects (e.g. ACX)
    14. 14. Digital – POD• Print-on-demand – not printed until ordered• Much higher marginal cost to produce – low risk• Higher cost to produce good-looking print books than ebooks• Distribution issues
    15. 15. Distribution• Ebook distribution – Direct: Amazon, Kobo, Apple, Google etc – Distribution service: e.g. Smashwords• Audiobook – Audible• POD – CreateSpace, Lulu, Lightning Source
    16. 16. Ebook Retailer Market Share Retailer Market Share Amazon – 60–70% Apple – 10–15% Barnes & Noble – 20–30% Kobo – 5–10%
    17. 17. Ebook Retailer Market Share• Constantly changing• Sales model has a big influence – retail vs agency• Slightly different in different countries• Australia not as dominated by Amazon as the US• UK almost entirely dominated by Amazon (~90%)
    18. 18. Routes to Publication• Direct self-publishing• Assisted self-publishing• Publishing services• Digital-only publication• Traditional publication• Funding platforms
    19. 19. Self-Publishing – Direct• Need to buy ISBN• Need to deal with international tax issues• Need to deal with multiple formats & customer complaints• Up front costs higher• Less time for editing, marketing and writing
    20. 20. Self-Publishing – Assisted• Lots of options• Much easier• Baffling choices• Up-front costs remain
    21. 21. Publishing Services• Pay service to produce ebook• Various packages – editorial, design, production, marketing• Issues with quality / trust• Yog’s Law – Money Flows Toward the Writer
    22. 22. Digital-only Publishers• Many choices• Higher royalty, no advance• Curated editorial• Similar issues with quality / trust as publishing services
    23. 23. Traditional Publishers• Very difficult to be noticed• Most are not experimenting with royalty rates for digital-only• Model not optimised for digital efficiencies
    24. 24. Funding Platforms• Websites devoted to raising money for projects• Kickstarter• Unbound• Good for marketing as well as funding
    25. 25. Producing an Ebook• Editorial• Ebook design / production• Cover design• Marketing considerations
    26. 26. Editing• Cannot overestimate the importance of good editors• Authors who received help with editing make 13% more than average• Story editing, copy editing and proofing• Good editors are expensive
    27. 27. Digital Production• Easy to learn• Easy to screw up• Lots of free tools and help online• Time consuming• Test on multiple devices
    28. 28. Cover Design• Only visual impact on the reader• Authors who received help with cover design earned a further 34% above average• Simple, clear and striking• Research the market
    29. 29. Cover Examples
    30. 30. Marketing Tips• Use the production and editorial process as marketing content• Consider marketing access to your audience before production• Think like a publisher• Use the social media tools you’re comfortable with• Be shameless, but don’t be annoying
    31. 31. Questions Twitter: @joelnaoum Google Plus: Blog: Momentum: Newsletter:
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