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2. So You Want To Succeed In Book Publishing?

3. 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

4. Len Mafrica, Exec Director, ONSEdge • Publisher, Oncology Nursing Society • National association serving 36,000 members • Launched ONS’s 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

5. 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 Press’s bottom line from a significant loss to a mild profit • BA, Journalism, SUNY – College at Buffalo

6. Lori Woehrle, Director Books Publishing • Council for Advancement and Support of Education • Manages CASE’s 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

7. 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 can’t)

8. 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 association’s primary goals • Understand your publishing niche (professional, educational vs. trade or mass market) • Don’t oversell: professional and educational publishing seldom delivers blockbuster results

9. 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 don’t touch directly? • Do you know people who would review your titles? • Do you interact with other organizations that would buy your books?

10. 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

11. 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

12. 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

13. 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

14. 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

15. The cover selection process

16. 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

17. 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)

18. 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 Don’t • Publish sporadically • Let your back list languish (evergreens are profitable, but they must stay relevant) • Spend beyond your opportunity for reasonable return

19. To extend your association brand Do • Think beyond the book (you’re 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 Don’t • 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 won’t engage informed customers

20. 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 Don’t • 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

21. A few things we haven’t 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.

22. 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. • It’s quality that keeps your audience coming back.

23. For more information • Contact information for our panelists • Len Mafrica (lmafrica@ons.org) • Katie Robert (krobert@aiha.org) • Lori Woehrle (woehrle@case.org) • Brian O’Leary (brian.oleary@magellanmediapartners.com)