Publishing a Book
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Going further afield
Is it worth making contact with evening newspapers outside the local area? If your book has any reference to a particular part of the country or people there who might have an interest in what you have written, then it could be worth contacting the evening newspaper of a particular locality. The addresses of these can again be found in the reference books in your local reference library, such as Willings Press Guide. Send to Letters to the Editor a copy of your book, an advertising circular and a personal explanatory letter. It is surprising how many local people show an interest in a Letters to the Editor section of evening newspapers and if you can get your letter in print then it could result in sales.
Sending Review Copies to National Newspapers
It is debatable whether it is worth sending review copies to national newspapers as they tend to review books only from major publishers. This is probably because those publishers spend money on advertising. If you wish to contact them, the addresses of national newspapers can be found in reference books such as Willings Press Guide in your local reference library. On balance, in our experience, we would suggest that the cost of sending free review copies, plus postage and packing, to the national press for review, is simply not worth it. On the other hand, you could strike lucky and receive a glowing review in a mass-circulation paper. This could mean that you sell out.
Approaching Local Radio Stations
Local radio stations all have programmes in which well known presenters play records interspersed with interviews of people on subjects of local interest. Listen to your own local radio and choose a particular programme that would most likely be interested in you and your book. Find the producer's name from the programme titles at the start or end of the
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Fig. 30.
Receiving payment for the publication of excerpts.
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BREAKEVEN PUBLISHING
June 199X
The Editor
Letters to the Editor
Smalltown Evening News
Dear Sir/Madam
I am the author and publisher of a book entitle 'Bright Memories' which tells the tory of my wartime experiences in Anytown.
During the time covered by the book, I was in contact with a large number of people who had come to Anytown from Smalltown. I have lost contact with all of them, but I feel that the book could be of very considerable interest to them.
If any of your readers remember their time in Anytown during the war, I would be grateful if they could contact me at the above address.
Yours sincerely
Happy Bright
Fig. 31.
Approaching the editor of an evening newspaper.
programme or from the Radio Times or local newspapers. Write to the producer and include a free copy of your book and an advertising circular. Follow up with a telephone call after a day or two or try to establish personal contact.
If you have any contacts in radio circles make use of them for advice. Success would mean you being invited along to be interviewed for the programme. Being interviewed on local radio is an interesting experience and would definitely stimulate sales of your book. It is surprising how wide a field local radio covers.
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BREAKEVEN PUBLISHING
June 199X
Producer
Anytown Arts Programme
Anytown Radio/Television
Dear Sir/Madam
Please accept the enclosed copy of my book, Bright Memories, with my compliments. I am a regular listener to your programme and I know that from time to time you broadcast interviews with local authors.
I was born in Anytown and I feel that my book could be of considerable interest to your listeners. May I telephone you to arrange a possible interview?
Yours sincerely
Harry Bright
Fig. 32.
Approaching a radio or television producer.
Here are some hints for radio interviewees:
Ensure that you know where the interview is to be held, and arrive in good time.
Be prepared: have a list of possible questions and answers.
Keep it light! Relax and enjoy yourself.
Getting Onto National Radio
National radio tends only to deal with well known people. So unless you have contacts or your book deals with a very topical issue it is doubtful whether you will get anywhere with review copies.
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Getting Onto Television
It is very difficult for an independent author/publisher to get any help from television. If you have any personal contacts they may be able to help you.
Local television services sometimes have presenters who interview local people with particular interests. If you have such a programme on your own local television station it could be worthwhile contacting the producer; his or her name would be on the subtitles at the beginning or end of the programme. Write to the producer enclosing a free copy of your book and the advertising circular. Your letter should include any points of local interest that might influence the possibility of your appearing on television. Follow this up with a telephone call later and you may even get through to the producer.
Appearing on television would be an exciting and rewarding experience and should help with your sales pitch.
Approaching Celebrities
Send a free copy of your book, plus the advertising circular and a letter, to important people you know or know of you or could be interested in your book, explaining that you are an author/publisher. People such as your local councillor or your local Member of Parliament could help to spread the word around that you have succeeded in publishing your book and could well put your case to newspapers for some publicity.
Celebrities you might approach:
local parish/district/town/county councillors
Members of Parliament
actors and other performing artists and entertainers
leading authors in a similar field
directors of major firms or organisations
sports personalities
television and radio presenters
famous old boys/old girls of the local school.
Large publishers often approach well known people who have some connection with the subject-matter of a book, to ask them to write a Foreword. This is normally highly complimentary. There is no reason why the self-publisher should not use the same technique.
Using Trade Reference Books
Your existence as a publisher means that you should appear in a wide range of directories and reference books which are essential tools for the
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BREAKEVEN PUBLISHING
June 199X
Very Important Person
House of Commons
London
Dear VIP
Please accept the enclosed copy of my book, Bright Memories, with my compliments.
I know that you were born in Anytown and that you have maintained close links with the area. I hope that the book is of interest to you.
After numerous rejections by London publishers, I decided that the only way to get into print was to do it myself.
Is there any chance of you arranging to review my book?
Yours sincerely
Harry Bright
Fig. 33.
Approaching a celebrity.
printing, publishing and bookselling trades. Information supplied to Whitakers will appear in the 'Publications of the Week' listing in The Bookseller magazine, in Books of the Month and Books to Come, as well as the Classified Monthly Book List. The information will also appear in Whitaker's Books in Print (updated microfiche service) and in Bookbank, an electronic information service.
Applying for Awards and Prizes
Use reference books at your local reference library to ferret out suitable awards that your book might qualify for. If you should win an award
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then this would increase your public
ity as well as your income. A good starting point is the annual Writer's Handbook edited by Barry Turner and published in paperback by Macmillan/PEN.
Paying for Advertising Space
Advertising in the national or provincial press is costly and may not be worthwhile, but much lower cost advertising in the periodicals of relevant associations and organisations could pay off. Again check the cost and deadlines first.
When considering paid advertising space:
Plan well in advance. Deadlines can arrive suddenly, leaving you too little time to make the most of the opportunity.
For small display advertising, most journals will prepare the layout for you, based on the 'copy' (text) you supply. This is probably included in the cost of the ad.
To assess the true cost of advertising, divide the cost of the ad by the circulation of the periodical concerned. The lowest price ad does not necessarily represent the best value. For example, an ad costing £100 reaching 10,000 people is probably better value (1p per person reached) than an ad costing £80 reaching 4,000 people (2p per person reached). But other factors may come into play, such as the quality of the readership, and whether the periodical is sold, or a 'free sheet'.
With very limited space available, try to sell not just the book, but the benefit of owning the book, to the reader.
Your ad will probably need a 'coupon' or little order form for readers to cut out, fill in, and send to you with their payment.
Look closely at other advertisers' ads in the local press and see what you can learn from them, especially those that are repeated in many issues. Use one as a model for your own ad.
Don't invest too much money in your first efforts wait and see what results you achieve. An expensive advertising campaign can be a very quick way of losing money for the beginner, especially one offering just one low price product.
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In general specialist journals, newsletters and bulletins probably offer the best value for the independent publisher with a specialist title to sell.
The Press Launch
Deciding whether or not to have a press launch needs careful thought. A press launch can easily degenerate into a party which will cost you money and sell very few books. Our general advice is, if you want to throw a party, wait until New Year's Eve; don't confuse it with trying to sell your book.
But it may be worth holding a formal launch if your book has a specialised market or celebrates an anniversary. Also, few people can resist the offer of a free drink. If you arrange a press launch you will need to consider the following:
Will journalists be given a press release in advance?
Do you have a list of press to be invited?
Will you provide press labels?
Can you get printed matter arranged in advance?
Who will deal with tables, cloths, wine and glasses?
Who will be responsible for setting up and clearing away?
Will television or radio be there?
Where exactly would the venue be?
Avoid confusion as to the time and date.
Checklist
1. Have you planned your marketing campaign?
2. Do your advertising circulars contain the right ordering information?
3. Do you have a complete list of potential individual customers?
4. Have you contacted interested organisations and associations?
5. Have you approached your local library?
6. Do you know who deals with features in your local newspaper?
7. Have you contacted local radio producers?
8. Are you in touch with your MP?
9. Which awards, grants or prizes could you apply for?
10. Are arrangements in hand for a press launch?
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6
Handling Book Sales and Distribution
Much of the work of publishing involves the practical business of getting the finished book into the hands of the eventual reader, through the wholesale and retail network, and through the library system. This chapter therefore looks at the following:
dealing with booksellers
doing your own direct mail bookselling
selling to library suppliers
selling to book clubs
obtaining income from Public Lending Rights (PLR)
warehousing and distribution of books.
Dealing with Booksellers
The vast majority of books in the UK are sold through retail booksellers, ranging from the big chains such as W.H.Smiths, Waterstones and Dillons to a host of smaller and specialist booksellers of all kinds. If you would like a share of this large market, you will need to be aware of several practical matters, for example on the terms of supply of books to retail booksellers.
What Discounts Should I Offer?
All booksellers demand discounts varying, on average, from around 20% to 40%, depending on the type of book. Paperback bookshops may ask for lower discounts but the larger the bookshop organisation the higher the discount they require. Sales to UK bookshops are normally post/carriage free (unlike export sales). There are also special factors such as 'sale or return' which means that they won't pay for the books they've ordered until the books have been sold and you have to wait even after that for payment, perhaps until the end of a monthly accounting period. Any books that remain unsold after a short period will be 'returned' to
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Fig. 34.
The book distribution network. Getting the book to the reader.
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you which usually means for a small publisher without expert distribution that you have to collect them. Apart from this inconvenience they probably want a 35% discount. Bookshops will often send an order in for only one or two books, obviously for a customer to the shop; you may then get away with a lower discount. If you have dealings with a particular shop you can check what sort of discount they expect from you. Try some diplomatic haggling.
Approaching Local Bookshops
Individual local bookshops have to be visited and shown the book and the advertising circular. They need to be informed of any advertising, particularly if their name has been mentioned, perhaps in a feature writer's article. Let them know that they can order by telephone from you and have immediate delivery for any customer.
Local Museum Shops
These often have a section devoted to local books and could be buyers of your title on a long term basis. It is worthwhile visiting a local museum with a copy of your book and an advertising circular asking to see the buyer and explaining what you have done. Explain about any advertising and promise they can have immediate delivery by telephoning you.