Artisnal Publishing Enterprise

APE_Cover_20130118Guy Kawaski has come up with a new term for small press and self-publishing. He’s calling it “Artisanal Publishing.” By using this term, he’s calling on authors and small press publishers to craft the best possible book — a major point for him is that nobody can be both author and copyeditor and that it’s worth paying to make sure that your manuscript is as clean as possible before it goes out into the world.

These days, the former chief evangelist of Apple is busy exploring ways that nonfiction authors can communicate their message with a wider audience. Walking the talk, he self-published his own version of publishing advice for the new millennium.

A support website provides a number of free downloads for those considering dipping their toes into publishing. For those who have already published, the APE website demonstrates a number of ways that a publisher can support their marketing efforts:  press releases and cover images are easy to find and download, people are rewarded for sharing via social media (it unlocks free downloads), and more.

Create Multiple Sources of Revenue

It is difficult to make a living as an independent publisher if you view yourself as a purveyor of books through bookstores. Typically, when one responds, “I’m an author,” to the question, “What do you do for a living?” the inquiring party usually follows with, “But what do you do to earn money?” However, if you reply, “I’m a publishing professional,” you are usually received with nodding understanding. The difference is as enormous as it is subtle. A publishing professional runs a business, relying on multiple streams of revenue for maximum income.

Relying exclusively on book sales can limit your income. This wall could be reached because of seasonal demand for your content, or your reliance on sales only through bookstores – bricks and clicks. You may have a small target market, inadequate planning or insufficient funds for promotion. The list goes on, but the fact remains that a variety of circumstances can conspire to limit the sale of your books, and subsequently your income.

This concept of multiple sources of revenue does not mean adding additional titles. It implies various ways in which you could generate funds. This can be accomplished through a combination of products and services, such as product sales (line and brand extensions) combined with author extensions (conducting seminars, making personal presentations and consulting) or other activities that stimulate additional cash flow.

Two characteristics go into creating a profitable hybrid offering. The first is that the products and services are complementary. This refers to the degree that the value to the customer increases when both are used together. An example would be consulting with clients after they purchase your book. The other is independence, or the ability for your customer to derive value from each separately: your customer can learn from your book without also attending your seminar.

When combinations of products and services are examined through the lens of being complementary and independent, three bundles emerge. These are product-focused, brand-focused or author-brand focused bundles. Taken together as a hybrid marketing strategy they deliver a single message to several audiences in different ways. The result is increased revenue and profitability.

1) Product-focused bundles. If you prefer to focus on selling tangible products, you might choose a strategy of creating line extensions. Line extensions consist of introducing additional items in the same product category under the same brand name. Examples include offering an author’s content as an ebook, audio book, booklet or in a large-print edition.

The Chicken Soup for the Soul series provides examples of independent line extensions reflected in the titles Chicken Soup for the Dieter’s Soul, Entrepreneur’s Soul, Parent’s Soul and Writer’s Soul. Yet this series may also be complementary because the content is delivered in the form of cartoon books, picture books, daily inspirations, large-print books and Spanish titles.

There are many benefits of product-focused bundles. They are independent because customers could buy them separately, yet complementary because combining them can enhance their value. For example, I added a CD-ROM to my book, Beyond the Bookstore. The content of the individually available CD-ROM augmented what was in my book without duplicating it. Product-focused bundles also expand your brand’s presence on retail shelves, offer customers more variety and can increase overall sales, revenue and profits. These extended lines yield more efficient prospecting since numerous titles and forms are more likely to meet the varied needs of potential corporate buyers. Independent, complementary extensions yield greater marketing efficiency since overall promotional costs are spread among a variety of products.

2) Brand-focused bundles. Implement this strategy by using an existing brand name to launch products in other categories. Jack Canfield and Mark Victor Hansen again provide good examples of brand extensions. There was a Chicken Soup for the Soul television series in addition to branded greeting cards, pet treats, giftware, puzzle books and sleepwear. These are also complementary since they may be sold in similar places and ways. These could be sold near their books online and through gift shops, direct marketing, pet stores, specialty stores, supermarkets and pharmacies.

There are many benefits for the publisher who implements a branding strategy. It can enhance brand equity among present and new users as it makes your brand more relevant and visible. It encourages sales of multiple products at the same time. And if you “own” the shelf it identifies you as the genre leader. In addition, it can help you build a customer following, maintain higher price and profitability levels, and meet price competition with one imprint while maintaining a higher price on another.

3) Author-brand focused bundles. Multi-talented authors may chose this strategy to stimulate revenue. While the publishers are not paid for the author’s additional services, they receive the revenue from the concomitant books sales. And the halo-effect from a well-known author stimulates book sales for current and future titles.

Your authors can extend their brand through writing articles, consulting or making personal presentations on their topics. They can also build revenue and an aura of expertise by conducting seminars and webinars, producing podcasts and contributing to blogs.

These actions are complementary since your authors can speak to groups and then sell books following their presentations. In addition to demonstrating their command of their subject they are paid a speaking fee and for the sale of their books. As their reputations grow from contributing articles and blog content their book sales increase proportionately.

An author-brand strategy is highly independent since each element stands on its own. Yet the combined impact of an assorted marketing strategy increases long-term revenue as it solidifies its base. It also helps authors differentiate themselves from their competitors while selling a commoditized product.

A hybrid marketing strategy can increase you top and bottom lines by using these examples to customize a productive bundle for each author. It can improve long-term market share and profitability by being scalable. Multiple sources of revenue permit sub-branding to leverage the halo effect. Hybrid offerings attract new customers and increase demand among existing ones by giving them more ways to purchase content. And they enable publishers to boost their revenue and improve liquidity at low risk.

Brian Jud is the author of How to Make Real Money Selling Books and now offers commission-based sales of nonfiction, fiction and children’s titles to buyers in special markets. For more information contact Brian at P. O. Box 715, Avon, CT  06001-0715; (860) 675-1344; Fax (860) 673-7650; brianjud@bookmarketing.com or www.premiumbookcompany.com  or follow him at twitter.com/bookmarketing

Timid Pirate Launches First Double E-Book

Cobalt City Double Feature

Timid Pirate’s latest e-book harks back to early days of the science fiction publishing.

In a homage to the old days of science fiction paperbacks containing two full novellas or the drive-in offering two movies for the price of one ticket, BPNW member Timid Pirate launched Cobalt City Double Feature.

The e-book currently available on Amazon.com contains two stories by Northwest fantasy writers: Minerva Zimmerman and Erik Scott de Bie. The stories are set in the shared world of Cobalt City, where superheroes struggle with super villains and everyday problems.

“Superheroes have come a long way from the four-panel comic books. And authors like Minerva Zimmerman and Erik Scott de Bie are boldly showing the way of what is possible,” said publisher Nathan Crowder in an announcement of this latest venture from the Seattle small press.

Cobalt City Double Feature also is available directly from the publisher and is expected to be available for the Nook shortly.

Timid Pirate featured in GeekDad review

Finding Home

Seattle publisher Timid Pirate received a rave review in the GeekDad blog at Wired.com. The reviewer, Daniel Donahoo, discovered their latest science fiction anthology while Christmas shopping in a “little pop culture shop in Little Collins Street in Melbourne (Australia).” Intrigued by the theme of recovering and building community following apocalyptic events, he snatched up Finding Home, edited by C. Dombrowski. The highly favorable review appeared in April and concluded:

I had previously not heard of the publisher, Timid Pirate. But, I am now committed to their mission: Timid Pirate Publishing believes that everyone is a super-hero. Furthermore, super-heroes are the perfect vehicle for telling stories of contemporary mythic adventure. I look forward to exploring their back catalogue, and keeping my eye out on future releases.

New Novel From 74th Street

Passage of the Kissing People from 74th Street.

74th Street Productions announces the publication of a new novel by Seattle author, Peter Kahle.  PASSAGE OF THE KISSING PEOPLE is a lyrical tale of memory, in which a Seattle artist’s past leads to a romantic mystery in his present.

The setting for this coming of age novel is Sonoma and Seattle and back again.  The story explores the friendship, trials and dark secrets of two young families just after WWII.

Life unfolds for young Michael and his sister on the grounds of the Sonoma State Home for the Feeble Minded (as it was sadly called in the 1950s) where their parents are on staff.  When the family must flee the Sonoma Valley due to sickness, a mysterious suicide, and the political warfare raging at the Home, seven year old Michael steals the Kissing People, an Italian silver brooch, an antique icon thought to bring luck to the family that owns it.  It’s stolen, then lost in a fierce storm.  As an adult an anonymous email challenges Michael to return to Sonoma, reconstruct his life, and gain forgiveness for himself and his dying father.  He must find the long-lost Kissing People.

Kahle is the author of three other books, two for middle grade readers “Shakespeare’s A Midsummer Night’s Dream: A prose narrative”, “Shakespeare’s The Tempest: A prose narrative”, as well as “Naked at the Podium: A Writer’s Guide to Successful Readings.” “Passage of the Kissing People” is his first novel.

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Passage of the Kissing People
ISBN 978-0-9655702-6-8
Fiction, $15.95, 334pp
Pub date: May 1, 2012
Baker & Taylor, Partner/West, Amazon and smart bookstores

GreaterGood Network Launches E-Book Imprint

Longtime Book Publishers Northwest content creator Rosemary Jones launched a new e-book imprint for Seattle-based GreaterGood Network.

Their first title, 100 Heartwarming Stories From The Animal Rescue Site, is a .99 e-book available for both Kindle and Nook. The stories create a quick, fun, and positive read for animal lovers and allow the company to repurpose material collected over the years for the website’s homepage and newsletters, said Jones.

Early reaction to 100 Heartwarming Stories has been positive, with more than 1,000 copies sold on Amazon.com alone in the first week of publication.

“For nonprofits and others, the e-book revolution is a great way to share your story without the huge expense of printing, storing, and shipping books,” said Jones. Previously she worked with such local nonprofits as Bastyr University and Earthstewards Network to create titles for their publishing imprints.

“I remember the original Textbook of Natural Medicine weighed over three pounds, and it took us a week to simply assemble boxes for shipping,” Jones said. “And, when I was publishing books for the Earthstewards Network, I literally stacked and unstacked pallet loads of the final printed copies in their storeroom. This type of publishing is certainly easier physically if nothing else!”

Another advantage to such publishing is low cost for entry and an ability to monetize previously published material such as website content or blog stories.

74th Street’s Title Adapted For Concert

Poetry For A Midsummer's Night

Poetry For A Midsummer's Night

The poetry of Marvin Bell, set to music by David Gompper, will be performed as a song recital at the Old Capitol Museum Senate Chamber, University of Iowa, on February 19.

Lani Jacobsen, of 74th Street Productions, Seattle, confirmed that The Marvin Bell Celebration will feature original poems from its book Poetry for a Midsummer Night’s Dream, an illustrated collection of love poems published to celebrate Shakespeare’s beloved play.

Mr. Bell, a Guggenheim and NEA fellow, Senior Fulbright Appointee to Yugoslavia and Australia, has recently retired from the faculty of the University of Iowa Writers’ Workshop and served as Iowa’s first Poet Laureate.

Five poems from the book are included in the concert, Being in Love, Five Ohs, How the Lovers Found True Love After All, Like Words, Like Music and To Dorothy.

Poetry for a Midsummer’s Night, a book designed to be read aloud under the moon on a Midsummer Night with a very special person, is available through PartnersWest, Baker & Taylor, Amazon or www.74thstreet.com

Timid Pirate’s Carnival at The End of the World

Seattle’s Timid Pirate Publishing celebrates the release of two titles at the new Wayward Coffeehouse, 65th and Roosevelt in Seattle, on December 17, 7 pm to 10 pm. The publisher along with editors, artists, and authors featured in  Cobalt City Dark Carnival and Finding Home: Community in Apocalyptic Worlds will be there.

Come by to hear readings, pick up your copy of the anthologies and get them signed, enjoy a gingerbread mocha, and be the first to hear about Timid Pirate’s exciting publication announcements for 2012! Plus, it’s a great chance to show your support for small publishing while getting the last of your holiday shopping finished!

Member of BPNW? Have news for our website? Send it to bpnwnews at aol.com.

Evironmental Impacts Of Paper vs E-Publishing

The jury’s still out on the environmental impact of e-books according to Raz Godelnik, co-founder and CEO of Eco-Libris. In the article “Is E-Reading Really Greener?” published in the Independent Book Publishers Association’s (IBPA)  monthly journal, the Independent, Godelnik reviews  the environmental issues surrounding e-publishing.

“Turning conventional wisdom on its ear is one of the independent publishing community’s greatest strengths, and Mr. Godelnik’s article does just that,” comments IBPA president Florrie Binford Kichler. “In keeping with IBPA’s educational mission, the association is proud to introduce a new perspective on the sustainability of book industry practices.”

According to Godelnik, “Consumer electronics are notorious for containing a variety of toxic materials. Some companies are more transparent than others and make it relatively clear that their e-reader devices are free of toxic materials. But e-readers are something of an unknown variable.” In fact, he notes, “except for Apple, none of the companies that sell e-readers makes environmental data available.”

In addition, the environmental impact of electronic waste is growing. Although many companies such as Apple and Amazon have recycling programs, as Godelnik points out in his article, “according to the EPA, Americans generated about 3 million tons of electronic waste in 2007. Out of all that waste, only 13.6 percent was recycled. The rest ended up in landfills or incinerators, even though, as the Electronic TakeBack Coalition explains, the hazardous chemicals in them can leach out of landfills into groundwater and streams.”

In comparing the Apple iPad (used just as an e-reader) to paper-between-covers, Godelnik says that in terms of carbon footprint alone, “the iPad becomes a more environmental friendly alternative option for book reading once its user reads the eighteenth book on it.”

Physical books also are becoming more eco-friendly as publishers learn that greener practices benefit the environment and business and Godelnik believes that “the future of the book industry will probably include greener versions of both physical and electronic books. And, with more pressure from consumers, companies may not only start revealing all the information about their e-readers, but actually compete on which one has the greenest e-reader to offer.”

Founded in 1983, the Independent Book Publishers Association (IBPA) is the largest not-for-profit trade organization for publishers in the United States, serving more than 3000 book publishers of all sizes. IBPA’s mission is to help independent publishers market their titles, to provide education on all aspects of publishing, and to act as an advocate for publishers’ rights.

Raz Godelnik is the co-founder and CEO of Eco-Libris. Founded in 2007, Eco-Libris is a green company working with publishers, authors, bookstores, and book lovers worldwide to green up the book industry by promoting the adoption of green practices, balancing out books by planting trees, and supporting green books. For more information, go to www.ecolibris.net.

Cobalt City Christmas Anthology

cobaltcitychristmasBook Publishers Northwest web editor Rosemary Jones (who writes fantasy and science fiction in her spare time) contributed to the Timid Pirates’ anthology Cobalt City Christmas.

“This is the fastest publishing project that I’ve ever seen and shows what sites like Lulu can do for a small press,” said Jones. “The idea came up during a discussion in October with Cobalt City creator Nathan Crowder. Timid Pirates invited me to contribute a story by mid-November, along with three other Northwest writers and Crowder.”

The result was a short book (98 pages) of shared world fiction available by the first week of December. The Cobalt City series created by Crowder focuses on the exploits of a group of superheroes. The stories by Crowder, Jones, Angel Leigh McCoy (Horror Writers of America), Jeremy Zimmerman (Crossed Genres), and Nicole Burns revolve around the Yuletide season and its impact on the masked superheroes and their foes in stories ranging from humorous to tender to pure knockabout action.