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2009 Gold Rush Writer's Conference
Mokelumne Hill, Calif.
May 1-3, 2009
Laptop 2:
“Lulu, where are you?”
Tom Johnson
Ins...
2
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
What we’re aiming for today
 Changes in t...
3
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
The Status Quo?
 Amazon announced the sec...
4
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
The Status Quo?
 Backlist is slowing beca...
5
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Major changes in publishing biz
 Number o...
6
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Major changes in publishing biz
 Traditio...
7
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Major changes in publishing biz
 <57% of ...
8
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Pros of digital self-publishing
 Low init...
9
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Cons of digital self-publishing
 Editors ...
10
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
P-o-D/Self-publishing resources
 The Sel...
11
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu.com
 Author chooses layout from
tem...
12
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu.com
 Book purchased via Lulu.com or...
13
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu by the numbers
 A Step by Step Guid...
14
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #1 – Step-by-Step
15
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #2 – Overview of steps
16
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #3 – Project Options
17
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #4 – Price Setting A
18
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #4 – Price Setting B
19
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #5 – Lulu Review page
20
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu Points of Advantage and Caution
 Do...
21
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu Titlescorer
http://www.lulu.com/titl...
22
Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Some online book publishers
 booksandtal...
23
2009 Gold Rush Writer's Conference
Mokelumne Hill, Calif.
May 1-3, 2009
Laptop 2:
“Lulu, where are you?”
Tom Johnson
In...
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"Lulu, where are you?" Self-publishing in the Digital Age

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Presentation on print-on-demand tools for writers and journalists at 2009 Gold Rush Writers workshop, Mokelumne Hill, Calif.. http://www.goldrushwriters.com/

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  • 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.
  • We commissioned a research team to analyse the title of every novel to have topped the hardback fiction section of the New York Times Bestseller List during the half-century from 1955 to 2004 and then compare them with the titles of a control group of less successful novels by the same authors.
    The team, lead by British statistician Dr. Atai Winkler, then used the data gathered from a total of some 700 titles to create this &amp;quot;Lulu Titlescorer&amp;quot; a program able to predict the chances that any given title would produce a New York Times No. 1 bestseller.
    The fruit of this work is presented here, in the form of the Lulu Titlescorer: a program that you can use to gauge the chances that your own title will deliver you a New York Times No. 1 bestseller.
    THE LULU TITLESCORER &amp;quot;WEIRD TITLE CHALLENGE&amp;quot;
    The Lulu Titlescorer is a useful tool, which, in Lulu&amp;apos;s 50-year study of some 700 novels, proved 40% better than random guess-work in guessing whether a particular title had produced a bestseller or not. &amp;quot;It guessed right in nearly 70% of cases,&amp;quot; says Dr Atai Winkler. &amp;quot;Given the nature of the data and the way tastes change, this is very good — better than we might have expected.&amp;quot;
    Even so, this is not an exact science. Far from it. In fact, Dr. Winkler advises that the Lulu Titlescorer should, in practice, always be combined with use of your own low-tech judgement.
    This is because, for all the work that went it, the Lulu Titlescorer is capable of giving high scores to titles that most of us would rate as weird, if not terrible. Meanwhile, of course, it also gives low scores to the titles of novels (e.g. The Da Vinci Code) which, in fact, topped the New York Times bestseller list for long periods.
  • Transcript of ""Lulu, where are you?" Self-publishing in the Digital Age"

    1. 1. 1 2009 Gold Rush Writer's Conference Mokelumne Hill, Calif. May 1-3, 2009 Laptop 2: “Lulu, where are you?” Tom Johnson Institute for Analytic Journalism Santa Fe, New Mexico Self-publishing in the Digital Age
    2. 2. 2 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 What we’re aiming for today  Changes in the publishing biz  Pros and cons of digital self-publishing (DSP)  Major online Print-on-Demand (P-o-D) houses  What you need to know to self publish  Computing programs & file type  What publisher needs from you  Working with specialized contractors  How to make your title a bestseller
    3. 3. 3 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 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
    4. 4. 4 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 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
    5. 5. 5 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 Major changes in publishing biz  Number of book publishers shrank to about 60% of the total that existed in 1997, largely due to industry consolidation.  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.
    6. 6. 6 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 Major changes in publishing biz  Traditional costs going up  Staff cutbacks=less editing, design, marketing  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
    7. 7. 7 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 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
    8. 8. 8 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 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 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?)
    9. 9. 9 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 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, D-o-D publisher can suggest contractors
    10. 10. 10 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 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
    11. 11. 11 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 Lulu.com  Author chooses layout from templates  Authors “flow” text into Word layout  Author chooses binding style  Author chooses cover art  Author sets price for I-o-P and online version
    12. 12. 12 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 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
    13. 13. 13 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 Lulu by the numbers  A Step by Step Guide to the Lulu Publishing Process - http://www.lulu.com/en/help/wizard_tutorial
    14. 14. 14 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 Lulu #1 – Step-by-Step
    15. 15. 15 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 Lulu #2 – Overview of steps
    16. 16. 16 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 Lulu #3 – Project Options
    17. 17. 17 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 Lulu #4 – Price Setting A
    18. 18. 18 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 Lulu #4 – Price Setting B
    19. 19. 19 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 Lulu #5 – Lulu Review page
    20. 20. 20 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 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)
    21. 21. 21 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 Lulu Titlescorer http://www.lulu.com/titlescorer/
    22. 22. 22 Gold Rush Writers Workshop © J.T.Johnson 2009________________________May 2009 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.lulu.com  www.iuniverse.com  www.instantpublisher.com  www.trafford.com
    23. 23. 23 2009 Gold Rush Writer's Conference Mokelumne Hill, Calif. May 1-3, 2009 Laptop 2: “Lulu, where are you?” Tom Johnson Institute for Analytic Journalism Santa Fe, New Mexico Self-publishing in the Digital Age Gracias
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