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

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

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

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

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

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

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

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.

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.

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

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

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

<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

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?)

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?)

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

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

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

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

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

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

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

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

Lulu by the numbers A Step by Step Guide to the Lulu Publishing Process - http://www.lulu.com/en/help/wizard_tutorial

A Step by Step Guide to the Lulu Publishing Process - http://www.lulu.com/en/help/wizard_tutorial

Lulu #1 – Step-by-Step

Lulu #2 – Overview of steps

Lulu #3 – Project Options

Lulu #4 – Price Setting A

Lulu #4 – Price Setting B

Lulu #5 – Lulu Review page

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)

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)

Lulu Titlescorer http://www.lulu.com/titlescorer/

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

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

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