Be Your Own Editor

Ah, technology. It has opened so many doors for creative people, writers included. One of the biggest changes in the book industry in recent years has been the ability for writers who can’t place their books with a commercial publisher to print and sell them anyway, through either self-publishing or print-on-demand services. But what’s the difference, if there is one, and which model should you choose?

Let’s start with basic definitions, though both terms are used and misused like crazy. The main difference between self-publishing and signing with a trade/commercial publisher such as Random House, of course, is the exchange of dollars: Random House will pay you an advance to publish your book, then use their own budget for the publication process, including editing, design, printing, and marketing/sales. Trade publishing contracts set a royalty percentage for you, the author, which you begin to receive only after your advance is recouped. With self-publishing or print-on-demand, by contrast, you’re the one who pays them (though royalties are often still part of the equation). And you’re the one responsible for editing and promoting your book, though some companies offer more expensive packages that include a limited amount of editorial and marketing help.

Print-on-demand simply refers to digital technology that allows books to be printed in small quantities, as the market demands. Trade publishing companies, by contrast, use a process called offset lithography to print books. Offset printing can produce higher-quality books but is not cost-effective for print runs of fewer than a few hundred copies, give or take.Self-publishing is a broader concept that refers to authors assuming responsibility for every step of the publishing process of their books (all that stuff Random House does for you). But these terms have become murky and are now used in a million different contexts by a million different companies—not to mention vanity press, author mill, and traditional publisher.

Dismiss that last term as complete B.S., please—it has no real meaning in the publishing business (i.e., to booksellers, libraries, reviewers, etc.) and was coined to dupe authors into thinking they’re working with a “real” trade publisher when they aren’t. And the first two terms refer to companies whose profits come not from book sales, but from authors’ pockets. The model of most such self-publishing services is to print zillions of books indiscriminately and sell about 150 copies of each. And many of those are sold to the authors and their families and friends. A lot of companies who call themselves self-publishers or print-on-demand services do fall into this category. If you decide to self-publish, take steps to help ensure the quality and sales potential of your book:

• Order one or two books from every company you’re considering. Necessary to take many of the steps listed below.
• Don’t print books that haven’t been edited. Hire a freelance copyeditor and/or proofreader yourself before sending it to the press or go with a company that offers editorial services. (If you do, read one of their books to see if it’s really been edited.) While, as the title of this site implies, you can often substantively edit your book on your own, copyediting and proofreading are specific skills essential to a professional-looking book. And proofreading doesn’t mean having your wife read it, hoping she spots typos. Copyediting happens to a manuscript; proofreading happens after the book is typeset, or, in this case, converted to a PDF file.
• Get an attractive cover design. While print-on-demand and self-publishing companies often offer “Custom Cover Design!” as an attractive part of their package, it’s not. Their covers are ugly and have an instantly recognizable look that bookstores and libraries don’t want on their shelves. If you don’t believe me, look at your sample books and imagine them in Barnes & Noble (it’s hard to tell from an online image). Why go to the expense of printing an ugly, amateurish-looking book? Instead, hire your own graphic designer. But please don’t think you can design your own book cover. As with copyediting and proofreading, unless you have a graphic-design degree yourself, leave it to a professional.
• Find out what your book will need to get stocked in bookstores and libraries. One essential element is an ISBN number, which is not always given to self-published books. Make sure you’ll get one beforehand. Who’ll stock your book if you don’t have an ISBN? No one. Booksellers also have standards involving discounts, the return of unsold books, and other contractual issues. And don’t think if you get listed on Amazon, that’s enough. For all its success, most people still buy books in stores. Didn’t know that? That’s why you should…
• Do your homework. How often do I write this? A million books, online forums, and web pages exist that describe the pitfalls, advantages, and disadvantages of self-publishing and print-on-demand. One tremendously helpful (but rather scary) one resides at the Science Fiction & Fantasy Writers of America website. Check out The Fine Print of Self-Publishing: The Contracts & Services of 48 Major Self-Publishing Companies–Analyzed, Ranked & Exposed, a recent book by an attorney. Also look into as many different self-publishing and print-on-demand services as possible, by looking at their websites, ordering books from them, and Googling their name to see if it pops up on any writing websites as a company to avoid or to trust. And keep in mind that companies change their terms and policies often, so verify everything you read by contacting them.
• Consider doing it all yourself. It may cost a bit more, but there’s no reason you can’t choose your own editorial service, book designer, printer, and distributor. It may be more profitable in the end to do so, since you keep both the rights to publish your book and every cent it makes from sales. And chances are you’ll end up with a more professional-looking book that readers are more likely to see in their local bookstore or library.

The point is not that you should avoid self-publishing, but that doing it right requires effort and research. Writers who have the wherewithal and resourcefulness have turned self-published books into published books (you know, the Random House kind), and you can too. But first, try your damnedest to sell your book to trade publishers. Why spend your own money up front when you can make money up front and have a better product and better sales support? Of course, we all know how hard that is, hence the booming popularity of self-publishing—and the emergence of disreputable companies looking to prey on eager aspiring authors. Avoid the predators and be smart, and self-publishing can be a wonderful way to get your book into the hands of readers.

In the days and weeks to come, I’ll be profiling some specific companies and what they do or don’t have to offer, so stay tuned. And if you have a good story or further advice to offer writers considering self-publishing, share it below.

This entry was posted on Saturday, January 20th, 2007 at 3:35 pm and is filed under Book Marketing, Self-publishing, The Book Business, Web & Tech. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.