be your own publisher intro santa fe july 09
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1SF Complex Santa Fe, New Mexico July 28, 2009
“Be Your Own Publisher”Self-publishing in the Digital Age
Tom Johnsont o m @ j t j o h n s o n . c o m
Institute for Analytic JournalismIndie Publishing West
Santa Fe, New Mexico
2 © J.T.Johnson 2009
What we’re aiming for today
Changes in publishing biz Pros and cons of digital self-publishing
(DSP) or Publish-on-Demand What you need to know to self-publish
What “manufacturer” needs from you Planning your project Computing programs & file types Working with specialized contractors
Major online Print-on-Demand (P-o-D) houses
Melissa Leith Ash: “The Gypsy In Spanish Red”
3 © J.T.Johnson 2009
State of publishing in America
Are there more or fewer publishers in the U.S. today?
4 © J.T.Johnson 2009
State of publishing #1
Are there more or fewer publishers in the U.S. today?
130,477 active publishers in 2008 Number of “active publishers” up 27% Total number of publishers continues to
increase Virtually all of increase is in
<$50m/year “small publisher category.
Source: BookExpo America -- Book Industry TRENDS 2009http://www.slideshare.net/bisg/bookexpo-america-book-industry-trends-2009
5 © J.T.Johnson 2009
Industry Sector Growth?
“Sectors” are a big factor in publishing. Which is growing? Which declined in 2008?
6 © J.T.Johnson 2009
Industry Sector Growth?
“Sectors” are a big factor in publishing. Which is growing? Which declined in 2008?
Source: BookExpo America -- Book Industry TRENDS 2009http://www.slideshare.net/bisg/bookexpo-america-book-industry-trends-2009
7 © J.T.Johnson 2009
Overall Trends in Publishing
What are the trends in the overall publishing industry?
Up? Down? Little change?
8 © J.T.Johnson 2009
Adult tradebooks?
Source: BookExpo America -- Book Industry TRENDS 2009http://www.slideshare.net/bisg/bookexpo-america-book-industry-trends-2009
9 © J.T.Johnson 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
10 © J.T.Johnson 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
11 © J.T.Johnson 2009
Major changes in publishing biz
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.
12 © J.T.Johnson 2009
Major changes in publishing biz
Traditional costs going up
Staff cutbacks less editing, design, marketing/promotion/sales staff
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
13 © J.T.Johnson 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
14 © J.T.Johnson 2009
Your Role in Changing Info Environment?
A cultural and economic power shift from centralized institutions to individual
Ergo, great decision-making and process control for the individual
With greater authority comes greater responsibility for determining YOUR author/publisher fate.
15 © J.T.Johnson 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 creation, 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?)
16 © J.T.Johnson 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, P-o-D publisher can suggest contractors
17 © J.T.Johnson 2009
Navigating the publishing world
Your Book
ProjectPlanning
ContentCreation
Promotion/Marketing
Manufacture
Design/Format
Pricing
Distribution
Accounting
18 © J.T.Johnson 2009
Navigating the publishing world
Your Book
Accounting
Distribution
Promotion/Marketing
Manufacture
Pricing
Design/Format
ContentCreation
ProjectPlanning
19 © J.T.Johnson 2009
Needed to P-o-D
You provide Computer and
software Word processing app PDF “printer”
Content Design
Cover, MSS ISBN number Formatted MSS saved
as PDF Evaluate your skills;
develop process plan
Book mfgr provides Online access with
step-by-step process Printing Binding Database submission Fulfillment Accounting
20 © J.T.Johnson 2009
Desktop Publishing Tools
Learning Curve/Complexity/Quality
Price
~$0
~$50
~$200
∞
WordProcessing
programs
•MS Publisher•PagePlus
Open Source•Scribus
•Adobe InDesign
Latest version retail: $200
Older version discount: $45-75
21 © J.T.Johnson 2009
Lulu.com web site
22 © J.T.Johnson 2009
Lulu.com
Author chooses basic layout from templates downloaded from Lulu.com
Author “flows” text from wp file into page layout
Author chooses binding style
Author chooses cover art
Author sets price for I-o-P and online version
23 © J.T.Johnson 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
24 © J.T.Johnson 2009
Lulu by the numbers
A Step by Step Guide to the Lulu Publishing Process - http://www.lulu.com/en/help/wizard_tutorial
28 © J.T.Johnson 2009
Lulu.com Trim Sizes
29 © J.T.Johnson 2009
Lulu Binding Types
33 © J.T.Johnson 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)
34 © J.T.Johnson 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.createspace.com/ (Amazon)
www.iuniverse.com
www.instantpublisher.com
www.trafford.com
35 © J.T.Johnson 2009
P-o-D/Self-publishing resources
The Self-Publishing Manual By Dan Poynter Read on Google.com/books\
Print on demand Book Publishingby Morris Rosenthal - 184 pages
The complete guide to self-publishingBy Tom Ross
36 © J.T.Johnson 2009
Next steps
Day-long seminar in Santa Fe Tom Johnson & Anita Quintana Saturday, Aug. 22, 2009 – 9:15 a.m.-5 p.m. St. John’s United Methodist Church
Cordova @ Old Pecos Trail Materials & lunch - $150 Register: indiepubwest.com
Tom Johnson – Planning and Editingtom@jtjohnson.com or 505.473.9646
Anita Quintana – Planning, Design, Pre-pressquintana@swcp.com or 505.988.1902
37
“Be Your Own Publisher” Gracias
Tom JohnsonInstitute for Analytic Journalism
Indie Publishing WestSanta Fe, New Mexico
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