Inside Independent Publishing (with Ibpa)

How can indie publishers make it today? Is there room on bookstore shelves for their books? Industry veteran and big-picture thinker Melissa Serdinsky speculates on survival, community, and industry trends. Topics include: publishers vs. retailers industry consolidation the role of digital print in smart publishing can bookstores change with the future, or will they be left behind? narrowing the gap between indie booksellers and indie publishers how can indie publishers survive today? the surprising generation gap: how we think kids think of books is not how kids think of books at all! how to get books into the hands of our kids “locavore” publishing: a concept in cooperation creating communities through partnership Links Thin Air Collective https://thinaircollective.net/ Host Peter Goodman’s article in The (IBPA) Independent on “The Bookstore of the Future” http://articles.ibpa-online.org/article/indie-books-for-indie-bookshops/ Participants Melissa Serdinsky is an experienced, hands-on, forward thinking e

Topics include: The role of a managing editor. The mission of Foreword Reviews. How the decision to review a book is made: quality, pub date, topic, availability (and even cover design). The importance of reviews to publishers. Things that publishers do wrong that makes it hard for them to get their book reviewed. (Hint: check your pub date!) Trends in indie publishing. Paid (Clarion) vs. unpaid reviews: what’s the difference? Other Foreword activities: rights fairs and trade shows, including ALA, Bologna, China. Foreword themes this year: LGBTQ, Cooking, Crafting, University Press, Diversity, Climate Change. ##Links Foreword Reviews https://www.forewordreviews.com/ A Publishers Weekly article on the pros and cons of paid reviews https://www.publishersweekly.com/pw/by-topic/authors/pw-select/article/64718-the-indie-author-s-guide-to-paid-reviews.html Participants Michelle Anne Schingler is the managing editor at Foreword Reviews. Her responsibilities include previewing thousands of books each quarter for th

Giving talks about your book at associations, clubs, schools, and luncheons is a great way to connect with readers, develop sales, and establish your credibility as an expert in your field. Industry veteran Cheryl Callighan goes over the basics. Topics include: Why are speaking engagements good for authors? (1) They establish your credibility and act as a calling card. (2) They help spread your mission. (3) They can generate additional income. Finding speaking gigs and associations using Google and other online resources. When to start setting things up: 6 months to 1 year in advance! The speaker’s contract. Content: usually based on the book. The importance of reviews and testimonials to build your reputation as a speaker. Join Toastmasters to polish your speaking skills. Managing back of the room sales: don’t forget sales tax! Hint: get an assistant! Stay focused and know your audience Links The Author’s Assistants https://www.theauthorsassistants.com/ https://www.facebook.com/pg/TheAuthorsAssistants Find

Topics include What is IngramSpark and how can it help author-publishers publish their books and reach worldwide markets? Quality of POD vs offset: just as good? Use of POD for market testing, correcting, and enhancing content through multiple printruns POD enables books to be printed for overseas markets for instant delivery and no shipping! The pricing challenge: POD unit costs are higher, but these are offset by reduced inventory and lower fulfillment costs, as well as use of “short” discounts Emergence of POD coincides with the author-publisher revolution There is still benefit to authors if they can sign a deal with a publisher willing to invest in them POD puts power in the hands of authors, but authors still need to work to create professional books in terms of editing and design and marketing Do booksellers order POD books? Yes, but author publishers need to offer competitive terms and discounts – and make their books returnable The IngramSpark podcast, Go Publish Yourself Links IngramSpark https://

Topics include: A brief history of Patagonia Books How does Patagonia decide what books to publish: developed in-house or via submissions? The mission is important, but the book has to stand up as a book, offering quality and value to its readers How books can work effectively to extend the message and fulfill the mission A new mission statement: “We are in business to save the home planet” For mission publishing, success is not measured in sales alone or in recouping time spent in creating the book; success may instead come from generating awareness that produces donations and engagement in other areas IBPA affiliates: what do they do and whom are they for? Affiliates are not writing groups but help turn writers into publishers; they are “incubators” where members can gain confidence and learn industry standards More and more indie booksellers are working with local authors and publishers; what are some ways indie retailers and publishers can work together? Links Patagonia Books https://www.facebook.com/pa

New developments in privacy law in Europe, and fair use, piracy, and widespread infringement by high-tech players remain big challenges for publishers. Publishing attorney Jonathan Kirsch analyzes a changing landscape. Topics include: How the European Union’s GDPR privacy laws are tightening up data collection and possibly placing even US-based publishers in legal jeopardy Understanding Fair Use: there are no formulas, only criteria Piracy: even legitimate corporations are trying to use your copyrighted material without permission. Can they? In some cases, legally, they can! But there is always recourse to the DMCA takedown notice, which is surprisingly effective (most of the time) A Hot News Flash: when can you legally file a claim of copyright violation with the court? (hint: you’re not going to like the answer) And an exclusive Kirsch prediction: Euro-style privacy laws are coming to the USA as even Americans demand the “right to be forgotten” Jonathan Kirsch’s website with links to his books and servic

Topics include: What is a distributor? What is the current distribution landscape and how has it evolved? The increasing importance of print on demand (POD) The Amazon effect: changing the rules; more sales but less service to the publisher Can a small publisher get into IPG? Does it need to? Is there demand? Is the book discoverable? Does it look right? Is it “shelfworthy”? Books are evaluated on market, not on how good your pitch is. Passing the first evaluation hurdle: quality, cover, testimonials, promotion plans, having a platform and following The biggest changes coming in the future: How people consume books, digital readership, bifurcation of the market (traditional vs new digestion models) How retail booksellers are serving an older demographic while newer delivery models are serving a younger generation of readers: you need to take both into account. The publishing “season”: on the way out or here to stay? Do drop-in titles ever make sense? Check out the IPG website at https://ipgbook.com/ For m

A book sales rep becomes an author and learns first-hand how to get bookstores and associations interested in his book -- and which social media platform was the most effective may surprise you. Topics include: How to get booksellers interested in your book How far in advance to begin promotion Smart use of social media, especially Instagram and LinkedIn How to sell and not sound like a salesperson Using social media to create sales opportunities If you have a publisher, do you coordinate with them or work on your own? Pitching to indie booksellers Following up on LinkedIn using groups and DMs PARTICIPANTS Andy Weiner is a longtime publishing professional. He has worked for Penguin USA, Random House, Chronicle Books, rightscenter.com, and for Abrams Books. He is also the co-publisher of* Close Enough for the Angels* by Paul Madonna, and is the author of the children’s book Down By the River, a book that Jensen Fly Fishing says: “blends family cohesion (mom and grandpa both take time telling stories and help

Topics include: 5 great things about being an indie publisher today 5 horrible things about being an indie publisher today and a few further thoughts and comments PARTICIPANTS Peter Goodman (host) is publisher of Stone Bridge Press in Berkeley, California. He began his publishing career in Tokyo, Japan, in 1976. A longtime member of IBPA, he has served on the IBPA board and as IBPA board chair.

Has publishing changed much in the past decades? A lot, but in many ways not at all. Influential blogger and opinion leader Joel Friedlander tells us what’s still important for all publishers to know . . . and do. Topics include: First rule: authors still have to understand their market. Hard copy printing, despite what we hear about ebooks, is still the most popular way of manufacturing, and most of that is offset. Can author-publishers get into bookstores? (One thought: consignment is not the way to go except in one specific instance.) So who gets mainstream distribution? What ever happened to ebooks? Humans have an endless need for stories, which is why we’ll always have books. The future of publishing: interactivity, special editions, crowdfunding. Bottom line: quality is still the most important thing a publisher can bring to a book. Participants Joel Friedlander is an award-winning book designer, blogger (since 2009!), and writer. He speaks regularly at industry events and is the author of A Self-Publ

Part 2 of a wide-ranging interview with Ian Lamont of i30 Media about selling, promoting, and advertising your books on Amazon, plus tips for getting reviews and understanding Amazon’s Terms of Service. Highlights of part 2 include: Amazon Terms of Service Who matters more to Amazon, you the publisher or the customer? Three guesses! the “buy box” controversy how to avoid getting kicked off Amazon: understanding Terms of Service getting reviews and managing giveaways can anyone compete with Amazon? Ian Lamont’s blog is at http://leanmedia.org/blog/. Participants Ian Lamont is an award-winning technology journalist, author, and publisher, and the founder of i30 Media Corp. and IN 30 MINUTES Guides (in30minutes.com). He is also a director and treasurer of the Independent Book Publishers Association, and serves on IBPA's Executive Committee. His books include Twitter In 30 Minutes and Lean Media: How to focus creativity, streamline production, and create media that audiences love. A graduate of Boston Universi

Working with Amazon, part 1: Keywords, Categories, and Advertising, with guest Ian Lamont Part 1 of a wide-ranging interview with Ian Lamont of i30 Media about selling, promoting, and advertising your books on Amazon, plus tips for getting reviews and understanding Amazon’s Terms of Service. Highlights include: CreateSpace and the not-so-smooth conversion to KDP using and choosing keywords and categories for your book placing ads on Amazon and understanding ACOS to know if you’re making a profit or not art there alternative to Amazon? Ian Lamont’s blog is at http://leanmedia.org/blog/. Participants Ian Lamont is an award-winning technology journalist, author, and publisher, and the founder of i30 Media Corp. and IN 30 MINUTES Guides (in30minutes.com). He is also a director and treasurer of the Independent Book Publishers Association, and serves on IBPA's Executive Committee. His books include Twitter In 30 Minutes and Lean Media: How to focus creativity, streamline production, and create media that audienc

Matt Kurtis, VP of Sales & Marketing for Ware-Pak LLC, explains how book-fulfillment services (pick, pack, ship) can help publishers manage new logistical challenges, save money, and become more efficient. Highlights include: How is a fulfillment service different from a distributor, from a wholesaler? What does the term “3PL” refer to? What kind of publisher benefits the most from a fulfillment service? At what stage of your company’s growth should you contact a fulfillment company? What kinds of benefits does a fulfillment company offer? How are publishers charged for services? The very important difference between activity-based and percentage-based chargebacks Transitioning from in-house to outsource fulfillment, and why it might make sense (key point: you transfer your fixed costs to variable costs) How do you know if you should choose fulfillment vs full-service distribution (i.e., a distributor that offers sales and marketing support) does digitalization threaten the future of physical shipments (

Why the hybrid model makes sense for authors and publishers, with guest Brooke Warner Brooke Warner, publisher of She Writes Press and SparkPress, talks about independent publishing and how the hybrid model is helping authors thrive by creating opportunity and diversifying the marketplace. Highlights include: What is hybrid publishing? What is the hybrid business model? Who pays, and what does it cost? What benefits does hybrid give the author? The publisher? How hybrid democratizes the list: all books get attention, not just the “lead titles” What points do authors need to pay attention to in hybrid contracts? Why do hybrid publishers still meet resistance from some reviewers, contests, and associations? What’s the future of indie publishing? (Hint: it’s bright!) Challenges ahead: costs of paper, book pricing, Amazon dominance IBPA’s role in promoting standards Key point: we need to rethink the way we do things and update our idea of what a book is: the current model may not be sustainable Here are two ess

Deltina Hay from Elearning Delta, and past Board Chair of IBPA, talks about the benefits and methods of extending your book’s content and repurposing it onto elearning platforms. This podcast is for anyone with instructional materials of any kind: crafts, marketing, cooking, sales—just about any field where you’ve got information to deliver in a structured learning format. Subjects discussed include: what kinds of books lend themselves to elearning? do publishers generally start with a book to adapt, or an idea they want to get across? elearning as a calling card to demonstrate your credentials as an expert what kinds of skills do you need for DIY; can “ordinary” folks master the tools? when should you hire a professional, and why should you? the cheap route: YouTube, Instagram hallmarks of a professional package: quality, certification, assessments, worksheets elearning beyond the book: you have to provide more than what’s already in print finding the best elearning system for your content marketing and mon

Professional booksellers talk about consignment, events, terms and other aspects of working with independent publishers. A store manager, restock buyer, and event coordinator at Books Inc., a leading independent bookseller in Berkeley, California, discuss ways they evaluate books from independent publishers and things publishers can do to make it easier to hold events at and get books into their store. This is a very meaty interview with lots of practical advice. Highlights of this podcast include: how books are evaluated when submitted the ins and outs of consignment: fees, support for nonlocal authors, term the importance of returnability and discounts offered what makes a successful event? (hint: authors need to help with attendance!) store outreach via Instagram, newsletter, Facebook: do authors need to help offset costs? (answer: not always, it depends) the book buyer is “curating a gallery of books” priming the pump: offering a marketing plan, reviews, publicity, showing you are putting effort into dev

Mike Mansel is a Certified Insurance Counselor, and here he shares his decades of experience working with publishers large and small on sorting out their insurance needs. Highlights of this podcast include: types of liability insurance the role of Intellectual Property attorneys in defending claims do insurance companies just settle or do they go to bat for their customers? why to avoid jury trials do all publishers need insurance? what does publishers liability insurance cost, and do costs depend on the kinds of books you publish? is having general business liability insurance enough? “claims made” vs “occurrence” based policies: know the difference! is it an advantage to be an LLC vs a C-corp vs a sole proprietorship? what is the leading source of claims against publishers? what’s a “hammer” clause and why is it important that you know? Here’s a link to the BookBaby Blog article by Scott McCormick, on using song lyrics in your book: http://blog.bookbaby.com/2018/11/lyrics-in-books-your-questions-answered/

Ebook production expert Laura Brady suggests ways you need to think about ebook design and creation to produce reliable and good-looking results This podcast is for anyone who is thinking of creating ebooks or hiring an ebook designer, or who has seen the ads for “ebooks made easy!” and is thinking, well, how hard could it be? Topics include: problems of ebook conversion (especially if you are using Word) there are lots of cheap ebook creators out there; are they safe? how do I plan my pbook design knowing that it will become an ebook (hint: consider avoiding drop caps!) what kinds of fonts work with ebooks? do I need to license them? what are the big issues that ebook creators are discussing these days: Kindle, design, and the future of the spec why spend a lot of time “designing” an ebook when users can just change your font and typography at the push of a button? will the ebook market continue to grow? if ebooks win do print books lose? and vice versa are better dedicated ebook readers on the way? Links

Andy Ross of the Andy Ross Agency discusses how agents evaluate manuscripts and how agents operate in today’s book publishing climate. Andy Ross has been active in the publishing world for 40 years, first as a bookseller and now as an agent. In this podcast conversation, he shares his thoughts on agenting and when and how an agent can work with a small independent publisher. Highlights include: Is there life after bookselling? What does an agent do? What are the real advantages of working with an agent, besides contract negotiation? Why agents need to be more than just dealmakers. How do you find a good agent, or how do you know if a particular agent is good for you? Why is it so hard to get published these days? Will agents work with small indie presses? Why the agent’s first obligation is always to the author. Is it true that agents can turn small indie books into big commercial hits? The age-old question: is Amazon good or bad for publishing and publishers? How does an agent decide if he/she likes a book

George Dick, president of Four-Colour Print Group, talks about all the reasons you might want to print your next book in Asia, especially if it’s in color or for kids Many publishers of full-color books—coffee-table books, art books, cookbooks, children’s books – choose to print in Asia because printing costs less there. But cost may not be the only consideration. Topics include the future of printing in Asia (hint: pretty good) the shrinking of the Asian cost advantage vs North American printers is it freight from China that’s getting more expensive? how about other factors, like new equipment, higher wages, and environmental regulations is Chinese printing less “green”? will Chinese printers accept material that is “objectionable” in terms of politics or sex? how about Korean printers? how much longer will it take to get your book from Asia than if your print in North America? printing in Asia is cheaper, but if you use a print broker do you lose some of that savings? what are the advantages of working wit