How to Think Like a Publisher
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How to Think Like a Publisher

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Long-time publisher Mark Gilroy shares an overview of the publishing process - and the secrets of thinking like a publisher. Great information for authors and anyone that wants to compare what they do ...

Long-time publisher Mark Gilroy shares an overview of the publishing process - and the secrets of thinking like a publisher. Great information for authors and anyone that wants to compare what they do with another industry.

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How to Think Like a Publisher Presentation Transcript

  • 1. How to Think Like a PUBLISHER
  • 2. An Overview of the Publishing Process
  • 3. Mark “M.K.” Gilroy BOOKVLOG
  • 4. ACQUISITIONS THE PUBLISHER ASKS Have we found something unique and compelling? Is there an audience for the proposal?
  • 5. MOST IMPORTANTLY: Can WE reach those who will be WOWED by the project?
  • 6. COST ANALYSIS THE PUBLISHER DOES A LITTLE MATH Projected units (after historical returns rates) net receipts (price − discount ) − costs (prepress + sales & marketing + overhead) = PROFITS
  • 7. What are the margins? Is the project worth it?
  • 8. THE AGREEMENT THE PUBLISHER offers terms (advance and royalty rate; buy back terms; etc.) to purchase full and exclusive rights to publish in all forms and media what the author has created.
  • 9. Intellectual Property Rights can be litigious and nothing starts until rights are secured.
  • 10. SUBSTANTIVE EDIT THE PUBLISHER REVIEWS CONTENT FROM A MACRO LEVEL
  • 11. What’s missing? What should be taken out? What’s out of order? What doesn’t make sense? What is inconsistent? (The author usually has more work to do.)
  • 12. LINE EDIT THE PUBLISHER edits the grammar, syntax, spelling, and punctuation, one line at a time.
  • 13. PACKAGING A PUBLISHER creates a cover and interior design that fits the genre and tone of the work.
  • 14. SALES & MARKETING PLAN PUBLISHER outlines the month-by-month activity – publicity, advertising, placement programs, social media – with costs.
  • 15. How are we going to promote and sell this thing? “We” includes the author.
  • 16. SALES CONFERENCE PUBLISHER holds a formal or informal “hand off” to sales team 4 to 6 months before publication date.
  • 17. Features – Advantages – Benefits Marketing Plans Metadata FINAL product information – specs, retail price, sales blurbs, category, cover design, etc.
  • 18. PREPUB MARKETING PUBLISHER begins promotional activities to put book in front of media (reviewers, bloggers, influencers) 3-5 months before the book releases.
  • 19. FINAL PROOFING PUBLISHER (and author) review final cover and interior files yet ONE MORE TIME!
  • 20. PRODUCTION FINAL PUBLISHER reviews bids and uploads PRINTER READY FILES to manufacturer and eBook distributors.
  • 21. CONSUMER MARKETING PUBLISHER’S marketing activities focus on readers shortly before and as the book releases.
  • 22. Most dollars will be spent through sales accounts. This is when savvy authors kick into high gear and promote like crazy. Many projects are purchased because of the author’s marketing platform more than their initial proposal.
  • 23. BOOK LAUNCH PARTY PUBLISHER and AUTHOR invite media, influencers, friends, and fans for a well- earned party.
  • 24. POST MORTEM 6 months after publication the PUBLISHER holds a formal evaluation of all aspects of the project.
  • 25. What went right? What went wrong? What have we learned?
  • 26. By the way, did you learn anything from this simple overview of publishing? Any lessons for your business? As an author?
  • 27. Mark Gilroy is a long-time publisher and author of the Kristen Conner Mystery Series.
  • 28. For More Information visit www.mkgilroy.com
  • 29. www.facebook.com/MKGilroy. Author
  • 30. A Sydney Lane Homemade Production
  • 31. © Mark Gilroy Creative LLC