Reaching your publishing goals can appear as complex and confusing as navigating an unfamiliar highway infrastructure. Even after you’re certain you know where you want to go, actually getting there can prove to be challenging and frustrating. In your efforts to achieve your publishing goals, the old adage “knowledge is power” becomes truer than ever. There are seemingly as many facets of publishing as there are lanes of traffic on a super-highway. Which way will you go to reach your desired destination — a printed work you can be proud of?
I specifically want to address book publishing, and, in particular, the inner workings of self-publishing. Self-publishing entails the publishing of books (and other forms of media) by the authors, or originators, of those works. Although self-publishing represents a small percentage of the publishing industry in terms of sales, it has been present in one form or another since the industry’s onset and has seen increased activity with the advancement of publishing technology, including desktop publishing and print-on-demand systems.
There are a number of reasons authors choose to self-publish, although one of the most common is that their work is not of interest to mainstream commercial publishers. Publishers must be able to confidently anticipate the sale of several thousand copies before they will take on the financial responsibility of producing of a book. An otherwise worthy book — one that meets a publisher’s initial criteria — may not have this kind of sales potential for any number of reasons, including:
An author may choose to self-publish to retain further measures of control. For example, he may choose to do it because he wants access to his customer list. Occasionally, authors self-publish because they simply love the business of publishing.
Many great writers have self-published their books. Many world-renowned Christian ministers have chosen to self-publish rather than wait for a production opening to occur in a commercial publisher’s schedule.
The Issue of Control
When working with a commercial publisher, an author relinquishes a degree of editorial control and sometimes has little influence on the design of the book. He also surrenders some authority over its marketing and distribution.
The issue of control, or author’s rights, has been a significant factor in the rise in self-publishing. Many authors choose self-publishing — in spite of offers from publishers — because they want to retain full ownership and control over the project. They believe they could do the job of publishing more effectively than a publisher that doesn’t have full ownership stake in the material.
Financial control is a strong motivator for those who publish their own works. Some authors with limited, or more specific, targeted audiences may self-publish to obtain a better financial return. In other words, an author in a specialized field may be confident of a certain number of sales. However, because he realizes his sales will be limited, he desires to maximize his earnings by retaining complete ownership.
For example, in the ministry sales market, including church meetings and seminars, an author who is confident of sales can gain a better financial return by self-publishing his work because the material is niche-specific. In this type of situation, the author may risk a significant amount of his own capital to self-publish his work.
Because booksellers know that cover appearance as well as content are important for successful sales, self-publishing authors who plan to distribute their books through mainstream distributors and bookstores often strive to achieve an overall appearance similar to that of the major publishing houses. However, as I mentioned earlier, many successful self-publishers avoid retail outlets altogether, as well as other traditional means of distribution, and market directly to their target audience.
The ‘Due Diligence’ of Publishing — Analyzing the Pros and Cons
Although the idea of self-publishing sounds appealing to many authors, there are many facts to take into consideration. Those who are considering self-publishing in order to claim more of the financial reward would be well advised to investigate the industry thoroughly before launching a book project. Producing and marketing a book may be well within their grasp, but many of the back-office functions may require unforeseen investments of time and money. Production costs, advertising, sales, and order fulfillment are all points to carefully consider before beginning such a venture.
There are other difficulties faced by self-publishers. For example, bookstores can’t afford to deal with the thousands of self-published titles they receive from as many authors. Therefore, they tend to streamline their selection process, buying from larger publishers, distributors, and wholesalers. The competition to get into bookstores is extreme, and the terms of trade, especially those dealing with discounts and return privileges, can be financially devastating to the author.
Self-publishing involves an extensive list of tasks to complete if you want to be successful. Before you embark on a self-publishing project, be certain that you’re willing to take on the following responsibilities.
I. Prepublication
· Edit or obtain editing for your manuscript.
· Proofread or obtain proofreading for your manuscript.
What to Expect as You Begin Production
In the initial stages of publication, you will need to prepare your finished manuscript for the formatting or text-design phase, either in digital format or typed “hard” copy. If you will be sending your manuscript digitally to the typesetter, you will need to save the document or file in a Microsoft Word format. If you will be sending the manuscript as hard copy for the typesetter to scan and convert to a digital format, double-space your work, using one-and-a-half-inch margins on all four sides and print on only one side of the paper.
Also, remember to include necessary information, such as a bibliography if appropriate, author information, and any photos that you want published in the book. Always keep a copy of your manuscript.
If you don’t have a prepared manuscript but desire that a book be developed by an editor from audio recordings of your messages, these messages must be transcribed from audiocassettes or compact discs before an evaluation can be rendered by a professional editing or self-publishing service. Transcription services are also usually available if needed.
The good news is that you don’t have to do everything yourself — and you probably shouldn’t! There are many individuals and businesses who are both qualified and experienced and who would like to assist you in fulfilling your publishing dreams.
One key to running any successful company is knowing what you can effectively do yourself and what you should delegate to others. Certainly this true when it comes to self-publishing.
Most authors, for example, are not skilled at graphic design, illustration, or even the manipulation of artwork. And many authors prefer to hire an editor and a proofreader for the final stages of manuscript development. Also, since self-publishing involves some complex bookkeeping tasks, an author would be advised to obtain the services of a good accountant to prepare his or her taxes.
There are good service companies that can handle your specific needs and provide you with the necessary technical and professional support in completing your publishing venture. They understand how to calculate the per-unit cost of printing a book, including any up-front costs you will incur in hiring a graphic designer, illustrator, or cover artist. Although these professional services add to your costs, they also add to the overall quality of your product, making it much more marketable. Using your staff or your own time may save money, but you may also end up with a book that no one wants to buy.
Locating Publishing Services —
Consider a Book Packager
Professional book packagers are specialists who are committed to helping ministers and laypersons publish quality books that edify the reader and that are scripturally sound. From start to finish, these professionals can convert your manuscript into a published book or assist you with any facet of production.
Book packagers utilize experienced editors with a love for the Word of God who are trained to help you develop your book for the widest possible audience. Their graphic artists will format, or typeset, your text and design a cover that will attract desired attention to the message God has called you to proclaim via the printed page. Their management teams can provide professional recommendations to help you determine quantities to print for your ministry, as well as retail prices suited for your market.
1. The Cost and the Contract
Book packagers as a rule do not finance the production, but offer quality book production and printing at a cost that provides a profitable return on the author’s investment.
In utilizing the services of a book packager, you also retain the copyright of your title, which the packager obtains for you when your book is complete.
The contract is a mutual agreement, which clarifies in writing your specific preferences concerning production. This agreement will outline the trim size and other specifications of the book, the quantities you want to produce, and the payment schedule. Your total payment can be made at the beginning phase of production to expedite the process, or it can usually be divided into equal installments.
2. The Editorial Development
Packagers provide editors who will work closely with you to maintain your style and intent while safeguarding against grammatical, punctuation, and spelling errors. They will also look for areas of content that may be unclear and will suggest ways to enhance your message. You will receive a copy of the edited manuscript for your final approval before it is typeset.
3. The Text Design
Your book will be professionally typeset in an attractive design that will make your book pleasing to look at and easy to read.
4. The Cover Design
The cover is an effective sales tool and can be the key to the success of your book. The complete package of the cover design, title, and back-liner is vital to winning the attention of a hurried book buyer. Designers are dedicated to giving you a finished product that will help you meet this goal.
5. The Printed Page
Most Christian packagers are experienced in the realm of Christian publishing and were founded to help ministries reach the world with the written Word. They are very aware that unless more avenues of publication can be found for new authors, these authors’ voices may never be heard by the wider audience that books can reach.
Book packagers are committed to meeting the standard of excellence in the marketplace. Most book packagers work with the finest book printers in
Publishing a book may seem like a daunting task. However, having worked in this field for almost 30 years, I can tell you that getting a book into print doesn’t have to be complicated. In fact, with the right kind of help, it can be simple. Remember, you don’t have to undertake the task alone. There are others who can help you not only be a good steward of your money and your time, but also assist you in bringing forth a true treasure in printed form that can change the destiny of its readers regardless of the path they’re traveling.
