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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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

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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

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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

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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

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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.

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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

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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

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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?)

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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

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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

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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

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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

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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

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Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #1 – Step-by-Step

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Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #2 – Overview of steps

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Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #3 – Project Options

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Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #4 – Price Setting A

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Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #4 – Price Setting B

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Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu #5 – Lulu Review page

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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)

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Gold Rush Writers Workshop © J.T.Johnson
2009________________________May 2009
Lulu Titlescorer
http://www.lulu.com/titlescorer/

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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

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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
Institute for Analytic Journalism
Santa Fe, New Mexico
Self-publishing in the Digital Age
Gracias