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

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How to Think Like a Publisher

  1. 1. How to Think Like a PUBLISHER
  2. 2. An Overview of the Publishing Process
  3. 3. Mark “M.K.” Gilroy BOOKVLOG
  4. 4. ACQUISITIONS THE PUBLISHER ASKS Have we found something unique and compelling? Is there an audience for the proposal?
  5. 5. MOST IMPORTANTLY: Can WE reach those who will be WOWED by the project?
  6. 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. 7. What are the margins? Is the project worth it?
  8. 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. 9. Intellectual Property Rights can be litigious and nothing starts until rights are secured.
  10. 10. SUBSTANTIVE EDIT THE PUBLISHER REVIEWS CONTENT FROM A MACRO LEVEL
  11. 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. 12. LINE EDIT THE PUBLISHER edits the grammar, syntax, spelling, and punctuation, one line at a time.
  13. 13. PACKAGING A PUBLISHER creates a cover and interior design that fits the genre and tone of the work.
  14. 14. SALES & MARKETING PLAN PUBLISHER outlines the month-by-month activity – publicity, advertising, placement programs, social media – with costs.
  15. 15. How are we going to promote and sell this thing? “We” includes the author.
  16. 16. SALES CONFERENCE PUBLISHER holds a formal or informal “hand off” to sales team 4 to 6 months before publication date.
  17. 17. Features – Advantages – Benefits Marketing Plans Metadata FINAL product information – specs, retail price, sales blurbs, category, cover design, etc.
  18. 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. 19. FINAL PROOFING PUBLISHER (and author) review final cover and interior files yet ONE MORE TIME!
  20. 20. PRODUCTION FINAL PUBLISHER reviews bids and uploads PRINTER READY FILES to manufacturer and eBook distributors.
  21. 21. CONSUMER MARKETING PUBLISHER’S marketing activities focus on readers shortly before and as the book releases.
  22. 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. 23. BOOK LAUNCH PARTY PUBLISHER and AUTHOR invite media, influencers, friends, and fans for a well- earned party.
  24. 24. POST MORTEM 6 months after publication the PUBLISHER holds a formal evaluation of all aspects of the project.
  25. 25. What went right? What went wrong? What have we learned?
  26. 26. By the way, did you learn anything from this simple overview of publishing? Any lessons for your business? As an author?
  27. 27. Mark Gilroy is a long-time publisher and author of the Kristen Conner Mystery Series.
  28. 28. For More Information visit www.mkgilroy.com
  29. 29. www.facebook.com/MKGilroy. Author
  30. 30. A Sydney Lane Homemade Production
  31. 31. © Mark Gilroy Creative LLC
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