Be Your Own Publisher Intro Santa Fe July 09

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“Be Your Own Publisher” …

“Be Your Own Publisher”
Self-publishing in the Digital Age using print-on-demand online services, esp. Lulu.com

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  • Note that these traditional sectors DO NOT include anything related to what was formerly called “vanity publishers” – as a separate category – or today’s “Print/Publish-on-Demand” “publishers”
  • See The Kindle Revolution Digital readers will save writers and publishing, even if they destroy the book business. By Marion Maneker Posted Wednesday, March 4, 2009 - 12:36pm http://tbm.thebigmoney.com/articles/saga/2009/03/04/kindle-revolution?page=0,1
  • Source: Fenton, Howard. “Self-Publish or Perish? The Implications of Digital Book Production” Volume 7, Number 5 • The Seybold Report . http://www.seyboldreport.com/samples/TSR_Sample_BookPub.pdf The number of traditional publishers and the books they produce are in decline, while the number of self-publishing companies and books produced with the technology is on the rise. The strategies and technologies that are changing book production and distribution could also alter other forms of printing and publishing.
  • Sources: Fenton, Howard. “Self-Publish or Perish? The Implications of Digital Book Production” Volume 7, Number 5 • The Seybold Report . http://www.seyboldreport.com/samples/TSR_Sample_BookPub.pdf The number of traditional publishers and the books they produce are in decline, while the number of self-publishing companies and books produced with the technology is on the rise. The strategies and technologies that are changing book production and distribution could also alter other forms of printing and publishing.
  • Sources: Fenton, Howard. “Self-Publish or Perish? The Implications of Digital Book Production” Volume 7, Number 5 • The Seybold Report . http://www.seyboldreport.com/samples/TSR_Sample_BookPub.pdf The number of traditional publishers and the books they produce are in decline, while the number of self-publishing companies and books produced with the technology is on the rise. The strategies and technologies that are changing book production and distribution could also alter other forms of printing and publishing.
  • You provide Computer and software Word processing PDF printer Content Design Cover, MSS ISBN number Formatted MSS saved as PDF Evaluate your skills; develop process plan WHAT’s MISSING????? Marketing plan Book mfgr provides Online access Printing Binding Database submission Fulfillment Accounting
  • Start cheap and build experience. Then work up from the basics. Always first look for Open Source tools http://www.scribus.net/
  • I do not work for Lulu in any way. I received no compensation or benefits from Lulu in any way. But I DO value elegant Computer code – and Lulu’s system is elegant in its simplicity yet through in what it provides. And the financial investment is Essentially as low as possible.
  • These PPTs will be posted on the indiepubwest.com site, complete with hyperlinks so you can put them to use.

Transcript

  • 1. SF Complex Santa Fe, New Mexico July 28, 2009 “ Be Your Own Publisher” Self-publishing in the Digital Age Tom Johnson t o m @ j t j o h n s o n . c o m Institute for Analytic Journalism Indie Publishing West Santa Fe, New Mexico
  • 2. What we’re aiming for today
    • Changes in publishing biz
    • Pros and cons of digital self-publishing (DSP) or Publish-on-Demand
    • What you need to know to self-publish
      • What “manufacturer” needs from you
      • Planning your project
      • Computing programs & file types
      • Working with specialized contractors
    • Major online Print-on-Demand (P-o-D) houses
    • Melissa Leith Ash: “The Gypsy In Spanish Red”
  • 3. State of publishing in America
    • Are there more or fewer publishers in the U.S. today?
  • 4. State of publishing #1
    • Are there more or fewer publishers in the U.S. today?
      • 130,477 active publishers in 2008
      • Number of “active publishers” up 27%
      • Total number of publishers continues to increase
      • Virtually all of increase is in <$50m/year “small publisher category.
    Source: BookExpo America -- Book Industry TRENDS 2009 http://www. slideshare .net/ bisg / bookexpo - america -book-industry-trends-2009
  • 5. Industry Sector Growth?
    • “ Sectors” are a big factor in publishing. Which is growing? Which declined in 2008?
  • 6. Industry Sector Growth?
    • “ Sectors” are a big factor in publishing. Which is growing? Which declined in 2008?
    Source: BookExpo America -- Book Industry TRENDS 2009 http://www. slideshare .net/ bisg / bookexpo - america -book-industry-trends-2009
  • 7. Overall Trends in Publishing
    • What are the trends in the overall publishing industry?
      • Up?
      • Down?
      • Little change?
  • 8. Adult tradebooks? Source: BookExpo America -- Book Industry TRENDS 2009 http://www. slideshare .net/ bisg / bookexpo - america -book-industry-trends-2009
  • 9. The Status Quo?
    • Amazon announced the second iteration of its Kindle electronic reading device in February
    • The next day, HarperCollins announced it would close its Collins division to substantially reduce head count and limit the number of books it acquires to publish . http://tbm.thebigmoney.com/articles/saga/2009/03/04/kindle-revolution
  • 10. The Status Quo?
    • Backlist is slowing because traffic at the bookstore chains is slowing
    • When a book is hot, most sales don't take place in bookstores . They're at Costco, newsstands, grocery stores and other non-book book outlets.
    • For bookstores, most books are shelf-occupying rent-takers
    • For publishers (i.e. manufactures ), books represent upfront investment that may or may not be recovered
  • 11. Major changes in publishing biz
    • Ten publishers accounted for more than 80% of annual book publishing revenue.
    • Top 10 book printers were responsible for more than half of all book manufacturing revenue.
    • In 2003, 34% of adult hardcover books were returned to publishers compared with 28% in 1993.
  • 12. Major changes in publishing biz
    • Traditional costs going up
    • Staff cutbacks  less editing, design, marketing/promotion/sales staff
    • Readers being more eclectic in terms of medium, i.e. E-books, book in Iphone, mixing multiple forms – sometimes I-o-P, sometimes digital of same book
  • 13. Major changes in publishing biz
    • <57% of the U.S. population now reads even one book per year; 4% decline in a decade.
    • Percentage of adult Americans who regularly read literature — novels, short stories, plays and poetry — fell from almost 57% in 1982 to 46.7%; a loss of 20 million potential readers
  • 14. Your Role in Changing Info Environment?
    • A cultural and economic power shift from centralized institutions to individual
    • Ergo, great decision-making and process control for the individual
    • With greater authority comes greater responsibility for determining YOUR author/publisher fate.
  • 15. Pros of digital self-publishing
    • Low initial $$$ investment (but takes time to write and format and, possibly, learn the system)
    • You have TOTAL control over creation, editing and design
    • YOU control print run and PRICE!
    • YOU set the royalty
    • YOU can make corrections at any time
    • Get listed on Amazon.com, Border.com, Barnes & Noble.com and in European databases
    • A successful P-o-D book can get picked up by traditional publisher. (If so, what’s your negotiating position?)
  • 16. Cons of digital self-publishing
    • Editors and copy editors are always necessary
      • You will have to hire them, although P-o-D house can usually help you find someone
    • Designers are always helpful; perhaps necessary depending on your experience
    • YOU will be responsible for all PR, marketing and promotion. Again, P-o-D publisher can suggest contractors
  • 17. Navigating the publishing world Your Book Project Planning Content Creation Promotion/ Marketing Manufacture Design/ Format Pricing Distribution Accounting
  • 18. Navigating the publishing world Your Book Accounting Distribution Promotion/ Marketing Manufacture Pricing Design/ Format Content Creation Project Planning
  • 19. Needed to P-o-D
    • You provide
    • Computer and software
      • Word processing app
      • PDF “printer”
    • Content
    • Design
      • Cover, MSS
    • ISBN number
    • Formatted MSS saved as PDF
    • Evaluate your skills; develop process plan
    • Book mfgr provides
    • Online access with step-by-step process
    • Printing
    • Binding
    • Database submission
    • Fulfillment
    • Accounting
  • 20. Desktop Publishing Tools Learning Curve/Complexity/Quality Price ~$0 ~$50 ~$200 ∞ Word Processing programs
    • MS Publisher
    • PagePlus
    • Open Source
    • Scribus
    • Adobe InDesign
    Latest version retail: $200 Older version discount: $45-75
  • 21. Lulu.com web site
  • 22. Lulu.com
    • Author chooses basic layout from templates downloaded from Lulu.com
    • Author “flows” text from wp file into page layout
    • Author chooses binding style
    • Author chooses cover art
    • Author sets price for I-o-P and online version
  • 23. Lulu.com
    • Book purchased via Lulu.com or Amazon.com
    • Lulu.com does fulfillment (printing and mailing)
    • Lulu.com posts your financials online
    • What does it cost you?
    • $0
  • 24. Lulu by the numbers
    • A Step by Step Guide to the Lulu Publishing Process - http://www.lulu.com/en/help/wizard_tutorial
  • 25. Lulu #1 – Step-by-Step
  • 26. Lulu #2 – Overview of steps
  • 27. Lulu #3 – Project Options
  • 28. Lulu.com Trim Sizes
  • 29. Lulu Binding Types
  • 30. Lulu #4 – Price Setting A
  • 31. Lulu #4 – Price Setting B
  • 32. Lulu #5 – Lulu Review page
  • 33. Lulu Points of Advantage and Caution
    • Double check with designer on size and placing of ISBN & barcode
    • Always order a “trial” or “proof” version(s) of your book to check color, font, paper and inking, etc.
    • Double check graphics
      • DPI settings
      • Color should NOT be RGB; instead CMYK (Cyan, Magenta, Yellow, Black)
  • 34. Some online book publishers
    • booksandtales.com/pod/index.php
    • www.foxacre.com/bookpage/bodaddress.htm
    • www.selfpublishingsearch.com
    • www.parapublishing.com
    • www.bookmarket.com
    • www.createspace.com/ (Amazon)
    • www.iuniverse.com
    • www.instantpublisher.com
    • www.trafford.com
  • 35. P-o-D/Self-publishing resources
    • The Self-Publishing Manual   By Dan Poynter Read on Google.com/books
    • Print on demand Book Publishing by Morris Rosenthal - 184 pages
    • The complete guide to self-publishing By Tom Ross
  • 36. Next steps
    • Day-long seminar in Santa Fe
      • Tom Johnson & Anita Quintana
      • Saturday, Aug. 22, 2009 – 9:15 a.m.-5 p.m.
      • St. John’s United Methodist Church Cordova @ Old Pecos Trail
      • Materials & lunch - $150
      • Register: indiepubwest .com
    • Tom Johnson – Planning and Editing [email_address] or 505.473.9646
    • Anita Quintana – Planning, Design, Pre-press quintana @ swcp .com or 505.988.1902
  • 37. Gracias “ Be Your Own Publisher” Tom Johnson Institute for Analytic Journalism Indie Publishing West Santa Fe, New Mexico