How to Think Like a Publisher
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Transcript of How to Think Like a Publisher
How to Think Like a
PUBLISHER
An Overview of the
Publishing Process
Mark“M.K.”Gilroy
BOOKVLOG
ACQUISITIONS
THE PUBLISHER ASKSHave we found something unique and
compelling? Is there an audience for the proposal?
1
MOST IMPORTANTLY:Can WE reach those who will be WOWED by the project?
COST ANALYSIS
THE PUBLISHER DOES A LITTLE MATHProjected units (after historical returns rates)
net receipts (price − discount ) − costs(prepress + sales & marketing + overhead) =
PROFITS
2
What are the margins?Is the project worth it?
THE AGREEMENT
THE PUBLISHER offers terms (advance and royalty rate; buy back terms; etc.) to purchase full and exclusive rights to publish in all forms
and media what the author has created.
3
Intellectual Property Rights can be litigious and nothing starts until
rights are secured.
SUBSTANTIVE EDIT
THE PUBLISHER REVIEWS CONTENT FROM A MACRO LEVEL
4
What’s missing? What should be taken out? What’s out of order? What doesn’t
make sense? What is inconsistent?
(The author usually has more work to do.)
LINE EDIT
THE PUBLISHER edits the grammar, syntax, spelling, and punctuation, one line at a time.
5
PACKAGING
A PUBLISHER creates a cover and interior design that fits the genre and
tone of the work.
6
SALES & MARKETING PLAN
PUBLISHER outlines the month-by-month activity – publicity, advertising, placement
programs, social media – with costs.
7
How are we going to promote and sell this thing?
“We” includes the author.
SALES CONFERENCE
PUBLISHER holds a formal or informal “hand off” to sales team 4 to 6 months before
publication date.
8
Features – Advantages – BenefitsMarketing Plans
MetadataFINAL product information – specs, retail
price, sales blurbs, category, cover design, etc.
PREPUB MARKETING
PUBLISHER begins promotional activities to put book in front of media (reviewers,
bloggers, influencers) 3-5 months before the book releases.
9
FINAL PROOFING
PUBLISHER (and author) review final cover and interior files yet
ONE MORE TIME!
10
PRODUCTION
FINAL PUBLISHER reviews bids and uploads PRINTER READY FILES to manufacturer
and eBook distributors.
11
CONSUMER MARKETING
PUBLISHER’S marketing activities focus on readers shortly before and as the book
releases.
12
Most dollars will be spent through sales accounts.
This is when savvy authors kick into high gear and promote like crazy.
Many projects are purchased because of the author’s marketing platform more than their
initial proposal.
BOOK LAUNCH PARTY
PUBLISHER and AUTHOR invite media, influencers, friends, and fans for a well-
earned party.
13
POST MORTEM
6 months after publication the PUBLISHER holds a formal evaluation of all aspects of
the project.
14
What went right? What went wrong?What have we learned?
By the way, did you learn anything from this simple overview of publishing?Any lessons for your business?
As an author?
Mark Gilroy is a long-time publisher andauthor of the Kristen Conner Mystery Series.
m.k. gilroy
REVIEWS!
"An exciting police procedural ... fast-paced,
readers will enjoy kick butt Kristen." - Harriet
Klausner, The Mystery Gazette
"I loved this book! Mark Gilroy is an author to watch. He's written believably and honestly about a serial killer without dragging readers through every horrible cut of the knife. Crime scenes are described, yet leave enough to our imagination. Highly recommended." C.J. Darlington, Good Reads
"A thriller that blends all the elements of the
genre: evil criminal, dedicated cop, and exciting
ending. Readers can't help enjoying this new
voice." -Publishers Weekly
"An intense, eerie, funny, and suspenseful thriller with a very subtle faith thread that enriches rather than suffocates the story. M.K. Gilroy's debut is a sure-fire winner." - Serena Chase, -USA TODAY
I was shocked to learn it was a
debut novel. Gilroy’s writing feels
effortless, as if he had been doing
this for decades. –Popcorn Reads
For More Information
visitwww.mkgilroy.com
www.facebook.com/MKGilroy.Author
A Sydney LaneHomemade Production
© Mark Gilroy Creative LLC