What Publishers Do From Concept to Feedback
How Authors and Their Books Profit from Publishing Services
Nov 28, 2008
From conception to the shipping of the finished product, a book has to pass many stages before completion. Publishers add value to an author’s labor of love and keep profits in mind while aiming to fulfill their cultural duty at the same time. The steps below illustrate the most important services a publisher provides.
Acquisitions
The acquisitions process deals with solicited and unsolicited projects. For a more detailed description, read about the responsibilities of an acquisitions editor.
- The acquisitions editor reviews the quality of the work submitted,
- assesses where it would fit in as part of the publishing list,
- estimates all production costs (including printing and paper) and
- calculates sales potential and print run.
Developmental Editing and Production
In this step, the manuscript gets prepared for publication. As publishing standards and technologies keep changing, it is important to stay abreast of the latest trends to create an advanced product and reduce costs to a minimum. For example, compare a book published ten years ago with one published last year. See a difference in design and layout?
- The manuscript is copyedited and designed according to market standards.
- The editor picks a suitable (and available) printer (local or abroad).
- The printing services often include typesetting, which the editor has to coordinate and oversee.
- Last but not least, the publisher finances all production costs.
Marketing
Once a manuscript has moved reasonably along the production process so that enough usable advance material is available, the marketing process can start.
- The marketing department sends out print and online mailers to the target audience, industry resources, the media and other outlets to advertise the book.
- The book is announced on the publisher’s web site and often also sold there, if the web site is a sales tool as well.
- Last but not least, the publisher bears all costs for print and online and other marketing campaigns.
Sales
The sales department is the link between the publisher and all distributors, negotiating discounts, display time and distribution agreements.
- The sales department submits the book information with that of other new titles to distributors such as wholesalers and online retailers.
- The publisher employs sales representatives or uses an independent sales force to place its books in bookstores, libraries, specialty stores and other sales outlets.
- The sales department also sends on the information to representatives and partners abroad, so that the book can be purchased worldwide.
- Once a book is published, the sales department also compiles and evaluates sales statistics and keeps track of inventory.
- Author royalties are paid based on sales statistics.
Order Fulfillment
Order fulfillment is an important part of publishers’ services because only availability through all channels guarantees a smooth sales process. Also, the customer service department is part of order fulfillment and customer service representatives are often the first to collect feedback about a title.
- Bulk and individual orders are processed.
- Distribution of books to all channels (direct, indirect, brick-and-mortar, virtual).
- Collection of payment.
- Customer service inquiries and complaints are answered.
Though this is just an overview of the steps and departments involved in turning a manuscript into a published book and distributing it, it becomes clear that many people, processes, and a good amount of risk is involved. Discover how the many small, independent publishers survive and how to avoid scams when self-publishing.
