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So You Want To Succeed In Book Publishing?
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Overview of our panel discussion

• A structured blend of strategy and tactics
• Our speakers and their publishing programs
• Begin with the end in mind the key to success
• Publishing fundamentals (acquisition plans,
  contracts and agreements, staffing and
  investments)
• Growing book-publishing revenues
• Using books to brand your association
• How publishing programs can inform your
  profession

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Len Mafrica, Exec Director, ONSEdge

• Publisher, Oncology Nursing Society
• National association serving 36,000 members
• Launched ONSs commercial book publishing
  program, as well as new periodicals and an
  award-winning Web site
• Oversees marketing, PR, health policy and
  international initiatives for ONS
• Prior experience as publisher and editor at AFSM
  International and director of communications and
  marketing at the Air Waste Management
  Association
• MBA, University of Pittsburgh

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Katie Robert, Manager Product Development

• American Industrial Hygiene Association
• Oversees all aspects of AIHA Press, including a
  staff of 3
• A focus on industrial hygiene, college texts,
  industry guidelines and related standards
• Releases at least 10 new publications each year
  (of varying size)
• Over three years, improved AIHA Presss bottom
  line from a significant loss to a mild profit
• BA, Journalism, SUNY College at Buffalo

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Lori Woehrle, Director Books Publishing

• Council for Advancement and Support of Education
• Manages CASEs 100-title program
• 4 6 title front list staff of two
• Increased program profitability by nearly 40
• Added 40 new products to catalog
• Prior experience at Harcourt Brace and Time Life
  Books
• MBA, George Mason and BA, American University

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Begin with the end in mind

• What is your publishing goal?
• Set and manage expectations relative to your
  mission
• Revenue (investments mean you need to look across
  multiple years)
• Association branding (both positive and
  potentially negative if the program is not
  adequately supported)
• Professional development (informing your
  profession in ways that others cant)

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Selling your program internally

• Knowing your goals helps make the case.
• Explain the program in terms of outcomes
  (revenue, branding or development) and
  investments required to deliver results
• Describe the benefits relative to mission and
  your associations primary goals
• Understand your publishing niche (professional,
  educational vs. trade or mass market)
• Dont oversell professional and educational
  publishing seldom delivers blockbuster results

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Association relationships help sell books

• Analyze your sales potential and marketing reach.
• How many books can you sell directly to members?
• Can your publishing list be used to recruit new
  members?
• Do you have a publication you can use to promote
  titles?
• Do you have relationships with other publications
  that can promote titles to people you dont touch
  directly?
• Do you know people who would review your titles?
• Do you interact with other organizations that
  would buy your books?

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The book publishing cycle
Determine the books you want to publish
Promote the books you have made
Make deals with authors
Work with authors to get the book written
Conversion to printed or digital formats
Put the book together
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Creating and refining acquisition plans

• Identify the subject matter, point of view and
  types of books you want to publish
• Find authors who can deliver quality manuscripts
  that meet your requirements (sometimes, authors
  bring you ideas)
• Create initial plans for length, quantity,
  characteristics and format (eventually ties to
  budgets)
• Lead times can be two years

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Author contracts and agreements

• Typically outlines project, deliverables, due
  dates, author warrantees and payment agreements
• Advances, when provided, may be 1/3 on signing,
  1/3 on delivery of manuscript and 1/3 on
  publication
• Royalty rates vary and are earned first against
  advances
• Sample agreements available as handouts

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Editorial development

• Starts with the contract (a well-defined project
  yields better manuscripts)
• Check in with author(s) periodically, well ahead
  of due dates
• Initial edit to ensure completeness, accuracy,
  conformance to style back-and-forth with authors
• May include a review of rights and permissions
  (clearances)
• Input for production

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Production editorial

• Creating the cover and title (marketing
  considerations)
• Obtaining illustrations (photos, art)
• Laying out text and graphics
• Ideally handled by individuals familiar with the
  subject matter (not always possible)
• May be outsourced (lots of freelance support is
  available, but choose carefully)
• Author(s) remain involved

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The cover selection process
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Manufacturing and distribution

• Convert final version to printable file(s)
  (typically a version of PDF)
• Old model print, then distribute (press runs
  from low 1,000s)
• New models print on demand (can print and ship
  as ordered) e-books (various formats, with PDF
  most common)
• Old model works best for longer runs (above 1,000
  copies) and color books
• Handouts include POD primer

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Marketing and sales

• For each book, create a marketing plan
  (well-marketed books help acquisitions)
• Look for sales and promotional opportunities
  (print, targeted e-mail, free Web distribution,
  press coverage)
• Partner with authors (create speaking
  opportunities, leverage author engagements, use
  your Web resources)
• Look at every option (distributors, international
  licensing, search optimization)

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If your goal is revenue or contribution
Do

• Plan a robust line
• Budget to add titles each year
• Allow time and resources to update your back list
• Fund cost-effective sales and promotion efforts
• Partner with your authors

Dont

• Publish sporadically
• Let your back list languish (evergreens are
  profitable, but they must stay relevant)
• Spend beyond your opportunity for reasonable
  return

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To extend your association brand
Do

• Think beyond the book (youre not just publishing
  a book you are promoting a brand)
• Explore ancillaries (subject-specific Web sites,
  conferences, webinars, white papers)
• Build your list in content areas where your
  association is strong and community relationships
  can be leveraged

Dont

• Forget that quality of your published content
  reflects either positively or negatively on your
  association
• Be afraid to cull your list laggards and
  out-of-date material wont engage informed
  customers

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To inform your profession
Do

• Learn from others in your space What are they
  publishing? How are they promoting?
• Leverage your association perspective to identify
  where your world is changing
• Look for opportunities to fill gaps with new
  content or (if lead times are an issue) relevant,
  repurposed material

Dont

• Overlook available resources industry veterans
  looking for capstone publishing opportunities
  respected vendors or complementary businesses
  willing to collaborate
• Forget that associations bring goodwill and offer
  access to a desirable audience, each a
  significant draw for potential authors

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A few things we havent covered

• Nuances in book publishing
• Cost accounting practices can reward old
  publishing models.
• It is possible to outsource some or most of your
  publishing program doing so limits the downside
  and upside.
• Stay current publishing is changing and you must
  adapt.

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Secrets of successful book publishing

• Begin with the end in mind.
• Understand the publishing cycle, lead times and
  required resources.
• Work in stages (acquisitions, contracts,
  manuscript, etc.) and hire or outsource talent as
  needed.
• Learn from commercial competitors and successful
  association publishers.
• Invest in cost-effective promotion efforts.
• Its quality that keeps your audience coming
  back.

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For more information

• Contact information for our panelists
• Len Mafrica (lmafrica_at_ons.org)
• Katie Robert (krobert_at_aiha.org)
• Lori Woehrle (woehrle_at_case.org)
• Brian OLeary (brian.oleary_at_magellanmediapartners.
  com)