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How to Publish a Book: a Case Study
The Villain of Steam ProjectAnna Martin, Project Manager,
Talk to Cambridge Library Group 22/10/2015
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http://www.slideshare.net/TyndallScientific/images-from-villain-of-steam-48695166
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Slideshare presentation of the images in the book
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Who?
• Tyndall Scientific
• Marlinspike publishing
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Tyndall Scientific
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Pre-talk Activity
Look at the books in the display.
Which is: Commercial publisher (professional, established systems, little author control, few returns)
Learned Society pays and publishes
Indie publisher breaks even
Author self-publishes
Author pays a third party such as Matador5
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Aims of the Project
• Increase public awareness of the history of science and technology (as part of a larger project)
• Increase understanding and experience of the publishing process
• Personal and career development of author
• A mode of networking
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Targets
• Produce a marketable book
• Sell the book in the Trinity College Dublin bookshop, Amazon and highstreet bookshops and in Kindle and emobi formats
• Raise awareness of Lardner at Trinity College Dublin
• Gain media publicity
• Network7
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Evaluating the Project
Viability: minimum viable short run is at least 500 copies
Market research: Saleability of author: reputation, network and past performance,
Saleability of subject: performance of similar competition, market niche, (figures from Nielsen)
Budget and funding8
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Infrastructure: WebsitesUse of Wordpress, Studiopress templates,
Fasthosts webhosting
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Infrastructure : Other ConsiderationsBank accounts
Registering for tax
Email accounts
Social Media accounts
International considerations
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Authors Responsibilities
• Produces a draft (Word/ Latex, InDesign or Publisher)
• Does indexing work?
• Manages Footnotes (Zotairo, bibiliographical management)
• Gets images, pays for images and permissions
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Editors vs Book Designers
Editor edits the manuscript / Book designer designs the book (chicken and egg)
Two types of editor: copy editor and commissioning editor
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Researching the Market and Process• Attended courses in publishing and in self-
publishing
• Talked to people, go to Author talks
• Read books on publishing and watched videos
• Researched similar products: mentors and role models
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Deciding on a Publishing Model
Commercial publisher (professional, established systems, little author control, few returns)
Learned Society pays and publishes
Indie publisher breaks even
Author self-publishes
Author pays a third party such as Matador
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Deciding on a Publishing mode
Print on demand?
Considerations: credibility, availability in bookshops, online access, cost, transport
US market?
English or Irish printers
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Createspace
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Lulu (print on demand facility)
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Lightning Source / Ingram (Books in print connection)
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English Short Run Printers
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Chosen Process
• Narrator.me.co.uk
• Imprint Digital (printers, Devon) deliver free to:
• Distributors Central Books
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Production Process
Apply for ISBNs, (includes information about the distributor,
Turn number into barcode (free programs)
Pricing,
BISAC code
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Completing the Manuscript
Foreword
Bumph
About the author
Proofreading (turns to pdf format)
Getting it perfect
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Some Copy Editing Considerations
House Styles and Style Guides / Manuals
Curly quotes vs. inverted commas,Hyphenation,Standardization of numbers, spellings and treatment of references.N dashes vs M dashes and hyphensFont, Justification of textStyle and placement for running headersTreatment of quotes, subheadings, lines around pictures
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Preparing for the Launch
Launch: venue,
Catering, music, photography, timing, availability of copies, who will sell the books? Who to invite?
How will people be expected to pay (card reader? Bank account?)
Will there be a photographer?
Who will say and do what? (speeches)24
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Production Process: ISBN
About the book information and cover upload,
Title editor, look inside.
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The Cover : Artwork
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Typesetting
These days typesetters lay out the book and advised on style and format. They produce the results as a print-ready pdf.
If you want to change anything you have to go back to them.
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The Printing Process
Instructing the printers (payment in advance)
Getting a proof
Getting it perfect and quality control issues
Transport to the distributors
Sending out frees and review copies
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Other Formats
Creating Kindle and emobi versions,
Ebook distributors,
Uploading an ebook to Amazon Direct
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Marketing and Publicity
Historians review book
Publicist Graham Keal to write
articles,
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Marketing and Publicity
Postcards ordered from Moo or printing.com
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Marketing and Publicity
Lifesize cutout
Photography by Will Tupman
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The Launch
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Book Signing
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Meeting the Public
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Matters Ongoing
Market to societies and railway shops
Continue to give talks and market,
Ongoing accounts with distributors and outlets, tax returns, website maintenance,
Collecting payments
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Assessing the Project
• Was it worth it? - Finances
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Expenditure considerations For 700 copies For 300 copies
Images £300 £300
Author (gets 100 free copies)
Editor
Design
Proof reading
Website/ email £20 per year running costs
£20 per year running costs
Marketing and promotion £130 £130
Printing £2,500 for 700 £1,500 for 300
Distribution £2 per copy? x 600=£1,300
£2 per copy? x 200=£400
Launch (venue, food, photography)
£300 £300
Total £4,550 £2,650
But: Transport and postage and packing per copy and Amazon discounts Or:
£7 Per copy £7 Per copy
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Potential income 700 copies 300 copies
£13.99 x copies – 50 review copies/ ignoring author frees
£9,093.5 £4,197
Minus expenses £4,550 £2,650
Total £4,543.5 £1,547
But: Transport and postage and packing per copy and Amazon discounts
Up to £7 Per copy - £2 saved on distibution =£5 x 650=£3,250
Up to £7 Per cop- £2 saved on distribution= £5 x 250=£1,250
Total £1,293.5 £1.120
Contingencies?
Total
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A Note on Amazon Advantage
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Some Issues
Dangers of distributing directly
Advantages / disadvantages of using a distributor
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Goals Met- Book in Bookshops
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Goals Met- Book Available Online
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Goals Met- Public Awareness
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Goals Met-
• Community Understanding of science and technology heritage grows (as part of larger projects)
• Community tradition of publishing continues
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