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Booklet #5 Custom Publishing Options

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INDEX:

Introduction
Short List of Successful Self-Published Authors

Guide to Self-Publish Options
Definition: Subsidy vs. Self Publishing

Subsidy Publishers - Pros – Cons – Bewares
Print On Demand (POD) Publishers - Pros - Cons - Bewares
True Self Publishing Defined - Pros - Cons - Bewares
Custom Publishing Defined - Pros - Cons - Bewares
Comparison Chart of Specific Companies -
researched (suggest one, you would like us to include)
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INTRODUCTION:
       Perhaps you have tried the publishers and agents route and are disappointed. Don’t feel badly. Most successful writers have been rejected over and over again. They just persevere.
       So, you’ve come to one of the most important booklet sections. You’re either disgusted with all the rejections, anticipating rejections, or deciding you don’t want to spend the time and money to go through the anguishing process of courting agents and publishers.
You’re now considering what we call CUSTOM PUBLISHING, or GOING IT ON YOUR OWN.
       This is a viable alternative for two reasons. Not only does it save the anxiety, money and your time pursuing agents and publishers; but it might get you the foot in the door you want. If you can make successful run at publishing on your own, you'll have some proof that your work is worth the risk, and you can approach agents and publishers with a track record. This is significant.
       Imagine someone coming to you and saying, “Trust me, I can make you money with my writing,” but who has nothing but an unproven manuscript; vs. “Look at what I’ve managed to do on my own so far!” showing you a successful track record of publishing and selling. As a publisher who would you pick to work with?
Here’s where that PERSISTENCE comes in.
       Many successful writers self-published first. Many successful writers are still self-publishing.
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A Very Short List: (There are hundreds!)
The Elements of Style, William Strunk
Fugitive Pieces, Lord Byron
How to Form Your Own Corporation for Under $50, Ted Nicholas
How to See Europe on $5. a Day, Arthur Frommer
Huckleberry Finn, Mark Twain
The Jungle, Upton Sinclair
Lady Chatterly’s Lover, D. H. Lawrence
Leaves of Grass, Walt Whitman
Looking Out for #1, Robert Ringer
The One-Minute Manager . . . Johnson & Blanchard
Poor Richard’s Almanac . . . Benjamin Franklin
Roberts’ Rules of Order, Henry M. Robert
Tarzan series ( 1931-1948), Edgar Rice Burroughs
A Week on the Concord and Merrimack Rivers, Henry Thoreau
And Stephen King has toyed with self-publishing as well, even on the web.

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GUIDE TO SELF-PUBLISHING TYPE OPTIONS:
So how do we go about this? How do we start?
You have choices to make:
Subsidy (Vanity) Presses vs. Custom Publishing - see below:
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SUBSIDY (Vanity) PUBLISHERS
DEFINED:
       Any publishing company which requires the author to pay for the editing and reproduction of their book.
Note:
       If you research the internet, you’ll find many. They’ll all tell you why they are different and better than the others. They’ll all persuade you that you are the publisher and you are in total control of your work. Some even imply that they study the manuscripts and only accept the professional ones. But all we’ve researched so far shows that even these, when tested, will accept and print any manuscript given them, good or bad, edited or not.
       Consequently, book buyers and distributors know who these companies are, and look at their books differently than standard published works. This is not to say that you should be embarrassed that you’ve paid to have your book published. This only means that you have enough faith in the quality of your work that you’re willing to market it yourself until you can prove it’s worth a standard publisher taking it over. Or, that you have ways to market and sell your book that doesn’t depend on the standard bookstores to sell for you.
       When you commission a subsidy publisher to do your book, this by no means eliminates all the work it is necessary for you to do to succeed. Most will not edit, or do only spelling and grammar edits for additional monies.
        And, some of the control you lose (like using a template for the book cover, as opposed to being able to work out a design specific to you and your project) might be areas where you’d rather not loose control.
       Most important, NONE do all the advertising and marketing necessary to get the word out there and tell the world how important and interesting this book is. That job will be mostly yours, no matter what avenue you manage for getting it printed. We will be mentioning this over and over again, so please don’t get upset when we do. It’s so essential. And we find that more often than not, new authors are unaware that this is part of the job of succeeding as a writer. They are hoping some large publisher will “find” them and so fall in love with their work that they will pick it up and run with it, paying for advertising in the New York Times Book Review, and organizing book signings at all the large bookstores. Dream on!
       If the word gets out that your book is good and available, 90% to 100% of that effort will have to be yours. And if you don’t believe in the book, it its worthiness, it’s captivating writing, and interesting topic, then you cannot expect anyone else to believe either.
       Is it worth the work? Then go ahead and make that part of what you’ll do for it, and for yourself. Don’t abandon the project partway through just because you thought this part would be easy or someone else’s job. Take it on happily. For no one can talk about your book with the authority you can. No one can answer the questions, persuade an audience, find the correct venues to present your book as well as you. Make up your mind that it’s worth it and you CAN do it!
       If it’s worthy, it’s worthy of your efforts. If it’s not, how can you ask someone else to take and run with it? It’s either a good product or it's not.
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SUBSIDY (VANITY) PUBLISHING PROS :
Much of the small details and decision-making are taken from your shoulders. The ISBN number, listings (at least on the publisher’s own web site), and the book may be listed and offered through some other venues as well (usually at an extra cost). Even the packaging and shipping to suppliers can be managed for you.
That’s worth something. In fact, it’s worth the majority of the profit of your book! If you’re not concerned, and just want to move on to writing that next book, this may be the best avenue for you.
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SUBSIDY (VANITY) PUBLISHING CONS:
If their ISBN number is supplied - this company will be noted as your publisher everywhere the book is listed. So, not only will it NOT be a SELF-published book, but the publisher’s name and address, on the title page of the book will be a known subsidy press. Many book purchasers recognize these names, and it immediately is apparent that you paid to publish this book. No shame in that. It just is apparent you did not go through the process of publishing acceptance.
Vanity presses all ask for their set-up (printing - if a quantity of books is included) money up front. You’ll have no “wiggle room” to negotiate a re-do if there is anything wrong. But in these trying financial times, I don’t imagine you’ll be able to convince any of them to bill you. (Note "Custom Publishing" below as an alternative.)
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SUBSIDY (Vanity) PUBLISHERS' BEWARES:

       Check your contract. No matter what a sales person tells you, the contract is the final word. Do you have the rights for subsequent sales? Movies? Large print books? etc.
        Is there a cost to transfer your book to a new publisher later?
        Is this an exclusive?
If you have any questions, get a professional to look it over for you. Once you sign - you won't be able to negotiate anything different - a least not without additional expense!

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PRINT ON DEMAND (POD)
DEFINITION:
        POD publishers are still subsidy (vanity) publishers. They are just using a specific process to reproduce books. It’s a totally risk-free set up for them.
        Print on Demand is a term for books which are reproduced from elaborate copying machinery. It has a computer which takes in your text and cover information (for a fee), and then your book can be reproduced one at a time on this machine. It prints each page, the cover, and perfect binds them together.
        Many of your subsidy publishers are POD publishers. They may explain that in their literature, or not. Rest assured, if they are not reproducing at least 500 or more books all at once, this is probably the process which will be used.
        Offset (and web) printing, which long ago, was the ONLY process used to reproduce books, is only feasible in larger quantities. Even 500 is often considered a “short run,” and many printers will not go that low. As we explained before (See 4 Recruiting Publishers), even the smaller publishers usually consider 2000 a minimal run length for books they decide to handle.
        There are those who say they can tell the difference - that the quality (especially of the cover) is noticeable. But others argue not. If you are negotiating with a POD subsidy publisher ask if they could send you some samples of books they’ve done. Then study them carefully. If you’re happy with the quality, maybe they’ll do fine for you.
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PRINT ON DEMAND (POD) PROS:
You never have to handle a book. They’ll do it all for you. Some authors, after running through their own first printing, realize that sales have fallen off and another large quantity “batch” probably will not sell well. If they THEN to go a POD publisher, books can still be made available to the public, small commissions can still be made, but the expense and risks are not so great.
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PRINT ON DEMAND (POD) CONS:
        There will either be an "up-front" fee to put your book on their computer, or a "per-book" price that's high enough to cover their costs and then some. The book prices are usually high, as one book is done at a time. If competitors’ books sell for less, this might be enough to steer them away from your book.
        You’ll have to purchase books for yourself from the POD publisher at their higher rates. (They may offer you a small discount when you buy your books, but the price will still be higher than your own print run book.) And even if you decide you can sell a bigger batch, say at a conference or presentation you are planning, your per-book price will remain the same. Most POD printers offer no quantity discount.
        Your big book distributors (Ingram, Baker & Taylor, Amazon, Barnes & Noble, etc.), which enable you to offer your book at the large chain bookstores require a “buy back” provision. This means that if they order books to offer to bookstores, and they are handled or damaged in any way, the publisher will buy them back - no questions asked.
        POD publishers will not do that. When they produce a book, they want it gone. They are not in to storage, retrieval, and all that entails. So your book cannot be listed with Ingram or Baker and Taylor, or other book distributors requiring that "buy back."
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PRINT ON DEMAND (POD) BEWARES:
If they own the ISBN, in order to move the book to another publisher (or do it yourself) you’ll have to begin all over again, with a new ISBN and setup. They’ll say the text material is yours, but if they did any layout or design, they’ll claim that and you’ll either pay them to release it to you, or you’ll have to begin again setting up a book to reproduce elsewhere, brand new cover and all.
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OR . . . Now we come to . . .
Orchestrating the PROJECT YOURSELF (TRUE Self-publishing or Custom Publishing.)

SELF PUBLISHING:
DEFINITION:
        SELF-PUBLISHERS are their own publishing company. Most reproduce, copyright, list with wholesalers, set for sale on the internet, send out promotional materials, take orders, ship books, and keep the records themselves. They own their own ISBN number(s), and consequently are listed as a publisher with Bowker, the ONLY company which sells the ISBNs.
        If you don't purchase your ISBN number from Bowker, but are provided one from a Subsidy Publisher - then THEY are the Publisher!
       If any company says they'll provide you an ISBN number, but you are still the publisher - they are wrong! THEY will be the publisher.
               That's all there is too it! You own the ISBN = you are the publisher. They own the ISBN = THEY ARE THE PUBLISHER!
        You CAN do it all yourself – becoming your own publisher. You can establish your own publishing company (we'll show you how to do that), or we’ll serve that purpose for you. As it makes no difference to us (Touchstone Communications) we’re not pushing to take over any parts of the process. We’ll just explain it all and you can take the information and run with it yourself. We are available to consult (offer advice and support and suggestions) we can do some of the groundwork, and we can find you the best reproduction prices from our connections, or help you find a printer of your own who fits the bill for your project. We can prepare your manuscript for any reproduction process, help you through the steps to do it, or you can do that yourself.
        If you are considering publishing yourself, all the steps are laid out here in our subsequent booklet sections for you. Or we offer one-on-one consulting support and help with any or all parts of the process. We cannot do it all for you, but we can do much that would unburden you to finish the job of writing and editing the project, and you still keep as much control as desired.
        You can tackle any parts of the project you’d like, in order to save money. And you can have us guide and help you with any other parts you’d rather not have to spend the time and effort on all alone.
        Also, it’s sometimes just good to have someone just to ask a question.
We get really upset when trying to understand some process, and cannot get anyone to talk to. Most often one simple question holds up an entire project when one cannot get an answer. So we sit at the computer and steam - struggling through web pages, and instructions - or sitting on the phone punching in numbers. It’s so frustrating!
        Here we will talk with you. You can email us for an answer. If we cannot answer, we’ll begin researching to find an answer for you.
        You can call - email us for the current phone number, and since we are Verizon-wireless, if you are also, that call is free for you. Our first encounter can be free, to give you time to decide if you’d like our help.
        So check out our self-publishing booklets, soon to be free on line:
Project Planning (6) (links coming - as soon as updated)
Reproduction (7) (links coming - as soon as updated)
Details to Plan (8) (links coming - as soon as updated)
Finding the Money (9) (links coming - as soon as updated)
Listing & Mailing (10) (links coming - as soon as updated)
Serious Marketing (11) (links coming - as soon as updated)
Internet Marketing (12) (links coming - as soon as updated)
        Currently each booklet is still being refined and edited. As we are still putting them together, they are FREE to peruse on our web site as much as you like. You could even email us a comment or suggestion - or criticism - and we’ll take that in to consideration as we continue to refine the booklets.
        Once they are complete, we may offer them as eBooks and printed booklets from our web site, at minimal cost. We are committed to refining and updating them continually as this field of publishing is changing so rapidly now. Between the digital revolution, and the tight economic times, new information can be immediately available here. Check our Update Notes Page (coming soon).
        The booklets will be updated as soon as we see the need. We’ll put the dates on the booklets, so you have some idea how current our information is.
        We realize that as excellent as so many books on self-publishing are (See our References Pages - currently in process) - they quickly become outdated as the world of publishing changes. So our goal is to offer a place where the latest information is available.
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SELF PUBLISHING PROS:
        You needn’t do all that research, send out all those query letters and suffer all those rejections. You can get published right away.
        The cover design, the exact layout and thrust of your writing can be exactly as you envisioned. No one will ask you to revise it, turn it around or change anything.
        The best part? All of the extra money, after preparation, printing and shipping will be yours. There are no middlemen to take their chunk of the proceeds.
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SELF PUBLISHING CONS :
        The biggest? You'll need to come up with money up front to reproduce your book. (See "Finding the Money" section 9 of our guides). The more books you can justify reproducing, the less it will cost you per book. More books sold = less cost per book = more direct profit per book.
       You need to consider all the details, (some subsidy-publishing companies will handle some chores for you, but not all. And often that will cost you extra as well.)
       These details include: Copyright filing, listing with book sellers, taking orders and shipping books out. These become your responsibility. (We can help you, though.)
        It’s a risk deciding how many books to print and have on hand. Be sure you get extras. Some you'll feel obligated to give as gifts - (Surely Mom will get one free?); and definitely have some to send off to publishers and prospective volume buyers!
        (Keep in mind, with subsidy publishers, after the first few free books included in your "package," if you want additional books, you’d have to buy them from your vanity publisher anyway.)
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SELF PUBLISHING BEWARES:
        There are lots of ways to spend your money offering the promise of good things to come. There are contests you can enter (figure about $80 - $100 per entry) in the hopes of winning a competition and some money. There are publicists who will design your literature and perhaps send it off to some standard book advertising places (This doesn’t mean it will get published. They’re just sent out for acceptance - no promises.) There are book shows and conferences offering to “display” your book for a fee.
        Our advice would be, unless you are familiar with this organization, trust that it’s got some promise for you, and you’ve gotten some positive feedback from other authors you respect, don’t throw your money away.
        If you are a good writer, you should be able to put together good literature to sell your book. Again (you’ll get tired of us saying it!), we CAN help - while we’ll cannot do it all for you, we do put together a “suggested” postcard, brochure, and promotional literature when clients ask and the only charge is our time, which is minimal. We don’t push our services, figuring you’ll want to do as much yourself as possible, both for the experience and the savings. We help when asked. We charge only for our time.
        Then you can get the product printed yourself, or we’ll give you our best prices for reproduction and you can decide. You’re never stuck with us, but enabled to do as much as you want for yourself.
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CUSTOM PUBLISHING:
DEFINITION:
        When the author takes control of his book project, but requires assistance for some part of the publishing process.
        The difference (as we see and define it) is that you pay for the help, as you get it, so that no royalties or percentages of the job are taken from the book proceeds at the end.
        We consult for $50 an hour, do graphic design for $40 an hour, and straight typing for $30.00 an hour. We can find you an editor, an artist, a printer, or web developer. All the work is “pay as you go,” so you can start and stop as you wish, and do whatever parts of the project you’d like.
       And once the job is done ALL the profits from the sale of the book are yours. You may decide to list it on Amazon, with Barnes & Noble, or even Baker & Taylor, and those distributors will take a percentage. But you don't have to do that, and the books you choose sell on your own will provide a much better profit percentage.

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CUSTOM PUBLISHING PROS:
All the work is “pay as you go,” so you can start and stop as you wish, and do whatever parts of the project you’d like. No royalties or percentages of the job are taken from the book proceeds at the end. So you can see a better return on your investment of time and money for yourself.
You are still a totally free agent, so can have your book listed for sale on Amazon, with wholesalers like Ingram and Baker and Taylor, or send out postcards to your own mailing list. There is no “package” price which has you paying for services you don’t really need, nor restrictions you must adhere to.

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CUSTOM PUBLISHING CONS:
Publishing and marketing any book takes dedication and work. While a consultant - project manager - book coach - whatever you wish to call us, can help a lot in the process, the final thrust has to come from you.
Remember how we said that you cannot expect anyone else to go to bat to sell your book if first you aren’t willing to do that yourself? Well, that’s true here as well. The biggest rewards are available here - but also your dedication and work are essential to success.

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CUSTOM PUBLISHING BEWARES:
No matter how much coaching, advice and support you get,the final responsibilities, for proofing, paying and selling are yours. Don’t be fooled by someone promising you big sales for their consulting work. Consulting, coaching, etc. is just that, not selling your books for you.

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Go To - COMPANIES COMPARISON CHART:
(Do Contact Us and suggest a company you'd like us to include if we've missed it.)

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