How to Become a Book Publisher

A simple but solid design goes a long way toward making your books stand out.

Are you fed up with the potboilers clogging your shelves? If formula romance novels and self-help screeds leave you cold, it's time to start your own publishing company. But whether you release your own books, or those of your friends, expect to work harder than you've ever done--with no guarantee of success. However, if things go right, all the rewards are yours.

Things You'll Need

• Authors
• Capital (for postal, print and promotional costs)
• Editing skills
• Internet connections
• Marketing savvy
• Social networking skills
• Proofreading ability
• Youtube.com channel

Instructions

MAP OUT YOUR OVERALL VISION

1. Decide what kinds of books you will publish and tailor your priorities accordingly. Once you make the basic decision--to focus on fiction, or nonfiction--choose a name and logo that defines your identity. Do an online search to make sure your choices aren't taken.

2. Make your books stand out. Holloway House is known for Donald Goines' gritty crime novels, while Black Sparrow Press established itself as Charles Bukowski's creative home. The more focused your approach, the better your chances of success.

3. Check out the competition at the bookstore or the library. Even if you plan on being an icon-smasher, think hard what kind of people will buy your books, since only a fraction recoup their production costs.

4. Choose whether to operate as a sole proprietor or a limited company. Sole proprietorships are more common--as less paperwork is required--but you're liable for any debts. Consult an accountant or tax attorney to learn the risks.

CHOOSE BOOKS THAT EXCITE YOU

1. Choose only the manuscripts that interest you--authors are as close as your circle of friends, or an ad posted to fill a niche. If a project doesn't excite you, don't pick it up. Readers will know the difference.

2. Proofread and edit manuscripts closely--self-published books bear the stigma of lacking professionalism in these areas, and rightfully so--unless you go the extra mile. If you don't feel confident of your abilities in those areas, barter or hire somebody's services to get the job done.

3. 

   Choose a design and type style to identify your books. A style is your signature, consisting of elements unique to yourself. As on the editing side, if you're lacking in this area, find someone to tackle it.

4. Buy an ISBN number, a special 10-digit code that's used to track book sales. This is not compulsory, but necessary if you want bookstores to take your titles--which is the biggest hurdle for those operating outside of the established system.

5. Choose how your books will be printed. The proliferation of Print On Demand (POD) services--which allows you to print as many copies as people order--has eased the burden of printing expenses, but don't ignore your per-copy cost. Determine it by dividing the printing costs by the amount of copies you expect to sell.

SPREAD YOUR SELF-PUBLISHED GOSPEL

1. Map out a marketing campaign, once you know how many titles you'll publish. Since you probably can't afford a publicist, getting as much free media exposure--starting with local radio, TV and newspaper outlets--should be your primary goal.

2. Make the Internet an integral part of your campaign--it's free, and you can't beat its worldwide reach. Launch a blog that you can update as you chronicle your progress.

3. Marshal your viral marketing power by uploading a video on Youtube.com, or a similar channel. It doesn't have to be fancy or clever, just simple enough to get across what you're doing.

4. Before going to press, fill out an Advance Book Information (ABI) form at BowkerLink.com, for an inclusion in Bowker's "Forthcoming Books In Print" directory. That way, you'll reach almost every potential book buyer and reviewer.

DON'T LET UP ON MARKETING

1. Send advance information and copies of your book to "Library Journal" and "Publisher's Weekly," which also reach a large book buying audience. Allow two to six months of lead time, because many publications won't review a book after it's been published.

2. Never let up on marketing: your best sales opportunity is in the first six to eight weeks of publication. Thereafter, it's harder to sustain interest, but not impossible--seek out different angles, whether it's an upcoming book signing, or a new edition.

3. Always review your marketing and promotional efforts to make sure they're effective. Learn the most from your mistakes, so they don't add up. Remember, it's your money on the line, not someone else's.

Tips & Warnings

• Consider printing 500 to 1,000 promotional postcards that include a likeness of your book--they're cost-effective to send, and make a great first impression for the work you're trying to publicize.

• Don't feel that you have to be the Lone Ranger--seek out others who have successfully published books, and get their impressions of the process.

• When does marketing stop? When the last book is sold.

• As in any business, you don't get what you deserve, only what you negotiate. True self-publishing allows you to bid out every aspect of the process, so don't pass up the opportunity.

• Learn the difference between self-publishing, and subsidy, or vanity publishing--the latter efforts are often billed as "joint ventures," but in reality, involve large upfront fees for little or no return.

• Think carefully about your printing needs--most printers give volume discounts on larger runs. This may require a larger upfront investment, but the extra sales will justify it. For tighter budgets, Print On Demand (POD) may be the preferred option.

Resources

• Read this Article in Spanish