"lulu, where are you?" self-publishing in the digital age
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Presentation on print-on-demand tools for writers and journalists at 2009 Gold Rush Writers workshop, Mokelumne Hill, Calif.. http://www.goldrushwriters.com/TRANSCRIPT
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2009 Gold Rush Writer's ConferenceMokelumne Hill, Calif.May 1-3, 2009
Laptop 2:
“Lulu, where are you?”
Tom JohnsonInstitute for Analytic JournalismSanta Fe, New Mexico
Self-publishing in the Digital Age
2 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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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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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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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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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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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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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?)
9 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
10 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 Publishingby Morris Rosenthal - 184 pages
The complete guide to self-publishingBy Tom Ross
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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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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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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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Lulu #1 – Step-by-Step
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Lulu #2 – Overview of steps
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Lulu #3 – Project Options
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Lulu #4 – Price Setting A
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Lulu #4 – Price Setting B
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Lulu #5 – Lulu Review page
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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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Lulu Titlescorer
http://www.lulu.com/titlescorer/
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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 ConferenceMokelumne Hill, Calif.May 1-3, 2009
Laptop 2:
“Lulu, where are you?”
Tom JohnsonInstitute for Analytic JournalismSanta Fe, New Mexico
Self-publishing in the Digital Age Gracias