Analyze The Publishing Industry

To Gain Confidence

Why Writing?

Let’s begin with inspiration. Please repeat after me: I Will Be Published! Once again—I Will Be Published!

Thank you. Keep this promise in mind while reading this book. And remember—authors are the most important people in the publishing world. Without them, publishers don’t exist.

“Being published” assumes many forms. They include binding several copies of a personal memoir or journal entries for family and friends, writing a magazine or newspaper article, penning a short story or essay for publication in magazines or writer’s journals, writing a short article to be published on an Internet site or the company newsletter, crafting a poem to be included in a magazine or anthology collection, writing several poems for inclusion in a poetry book or chapbook, or completing a fiction or non-fiction manuscript that will be self-published or released by a traditional publisher.

This said, whether you have created a book idea, a few sentences, a paragraph or two scribbled on a torn sheet of paper, a chapter outlining characters, partial text ripe for a short story, essay, or magazine article, half of a non-fiction book revealing that Neil Armstrong did not walk on the moon, the first draft of the great American novel, or several pages of poetry—STOP. Before proceeding, enter the real world of publishing.

To confirm that the quest to become a published author or poet is a priority, ask a basic question: What is your motive for writing? The answer is critical, since the journey generates a wide range of emotions including elation, loneliness, excitement, and frustration.

There are many possible motives for writing. Some people write to prove they can with no desire to have others read their work. Many write with profit in mind even though the creative arts are not about earning huge sums of money. Others want to deliver an important historical message through poetry or non-fiction while still others wish to write a work of fiction to provide escape or entertainment.

Whatever the motivation, the literary profession is based on a special relationship—the writer and his or her words. On paper, or a computer screen, you will create word after word producing stanzas, sentences and paragraphs, pages, and ultimately, a book. Along the way you may encounter writer’s block, tear up pages, threaten to throw your computer into the nearest dumpster, attempt to kick the loyal dog, and hate the fact you ever decided to write.

Each individual’s experience varies, but writing is not for the meek. It’s no surprise that many authors and poets become alcoholics, junkies, or lunatics. “The mind is a precious thing,” the saying goes, “so don’t disturb it.” But you will disturb it, and it will disturb you. When problems surface, you may feel that ANYTHING is better than facing a keyboard or writing another word.

Despite these obstacles, if you accept the challenge to write professionally, then a logical strategy is imperative. To maximize the odds of becoming published, collect information about the publishing industry, improve your writing skills, learn how to professionally submit material, and conduct research to discover literary agents or publishers who are most likely to represent or publish particular genres of work. Completion of these tasks won’t guarantee a published book, but the chances of it occurring will be increased a hundred-fold.

Book Store Research

Whether you can define the book genre you contemplate, have no clue as to subject matter, or have already written several stanzas, a chapbook, short story, chapters, or a manuscript, understanding the publishing world is critical. By examining the current state of affairs in the publishing industry, you can learn much about whether your book idea is commercially viable. If it is not, then the evolution of new ideas, or a different slant to an idea already conceived, may be warranted.

A common error committed by many aspiring authors and poets is to complete a manuscript or collection of poetry while possessing little knowledge of the inner workings of the publishing industry. Writing for publication without researching the literary marketplace is akin to listing a home before assessing its market value. Lack of information decreases the chances of selling the house just as lack of expertise about the publishing industry hinders the potential to be traditionally published by a company that will cover all costs of releasing a book.

Laborious reading or extensive research isn’t required to begin a sojourn into the publishing world. Instead, visit a large bookstore or an independent outlet. This scouting mission is guaranteed to enlighten, since bookstores are packed with written works published in many forms and through many means, often involving writer ingenuity and alternative publishing strategies.

Upon entering the bookstore, note the rectangular table or tables positioned within twenty-five feet of the door. Multiple books are stacked on them, carefully positioned to attract attention.

Welcome to the “head tables”—sometimes called the “front-of-store tables.” They features books released by the crème de la crème of the publishing industry such as Simon and Schuster, Random House, Doubleday, Penguin, HarperCollins, Warner, Bantam, Knopf, Delacorte, William Morrow, Hyperion, Little Brown, Dutton, and St. Martin’s. These companies and others who have hit the jackpot with a book invest promotion and marketing funds so their books will receive maximum exposure. Because the books are chosen by the bookstore buyers and not by publishers (who nevertheless pay for the space), there may be successful books from smaller publishers mixed in.

Studying the head tables (in some stores they are marked “Bestsellers,” “New Hardcover,” or “New Paperback,”), permits you to determine what genre of books are being marketed at different times of year, what authors are writing them, and what publishing companies have released them. This provides an overall understanding of the machinations of the publishing industry.

Publishing Industry Overview

While circling the head tables, note the ambience of the bookstore—the whispering of customers discussing which book to purchase while reading snippets from jacket covers or the first pages of the text. At the store’s café, people read, flip through magazines, write in notebooks, or type away at a laptop as the aroma of cappuccino drifts through the air.

Remember that those meandering around the store are potential customers for your book. They are the very people who may pay as much as $29.95 for a hardback edition. If enough of them can be convinced it is a must-read, a bestseller results.

Pick-up the books on the head tables, feel their texture, and note the colors, the graphics or photographs, and the style of print. During one visit, the table might reveal such books as Mitch Albom’s For One More Day, Double Cross by James Patterson, Clive Cussler’s The Chase, Born Standing Up, by Steven Martin, and The Age of Turbulence by Alan Greenspan.

Many of these authors are the generals in the current army of contemporary books. Most of the well-known fiction writers could write a book about the disappearance of a lamppost and sell 500,000 copies. They enjoy a following of loyal fans awaiting their next book with heart-stopping anticipation.

While glancing at the books on the head tables, check the titles to reveal which is fiction or non-fiction. It will approximate two to one, fiction to non-fiction, but the ratio varies from week to week. Celebrated authors corner the fiction market, but non-fiction books such as Tuesdays With Morrie provide inspiration since sports personality Mitch Albom was a virtual unknown before this book was published. No one could have predicted that it would be on the New York Times bestseller list for more than 300 weeks and counting.

Before departing the head tables, open a few books. Read the inside jacket cover text, the author biography, and the back cover text. On the second or third page, the name and location of the publishing company is provided.

When glancing at the books, become familiar with the major players in the publishing industry, especially those who may be involved in a specific genre. With this in mind, scribble a note or two listing publishers that have published the type of book envisioned. As the writing process continues, add to the list. When the time arrives to seek publication, the list will be helpful.

To learn more about the team who collaborated to publish a book similar to one under consideration, check the “Acknowledgments” page. Besides the publishing company and the author, the team may include the writer’s agent and an editor or editors who championed the book. Note these names for future reference.

Notice the titles and subtitles on the book covers. Jot a few down, since the title is as important to marketing the book as the words written within. Publishers develop ulcers worrying about titles guaranteed to hook the reader.

Book Genres

­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­­Within a few minutes, you have learned more about the publishing process than you realize. Since there are few courses teaching the basics of real world publishing, self-education is a necessity.

Being informed is crucial. Doing so will help with creation of the type of book publishers must add to their list for fear of missing a bestseller.

Further your learning process by walking through the bookstore to view the enormous number of book subjects available. This may trigger book ideas or reveal that a book has already been written on the very subject being contemplated.

Book categories abound and vary somewhat from store to store. They include: Self-Improvement, Cooking, Relationships, Wine and Spirits, Diseases, Addiction/Recovery, Diet, Woman’s Health, Teen Series, Beauty and Grooming, Humor, Biography, Games, Sports, World History, Metaphysics, Travel, and Military History. There are also sections marked Music, Study Aids, Religion, Language, Philosophy, Fiction/Literature, Juveniles, Architecture, Art, Science Fiction, Mythology, Personal Finance, Computers, and more.

Surveys vary, but become aware of publishing trends when considering a book idea. Most industry experts agree children’s books, published in hardcover and trade paperback, occupy the top two or three spots on the pecking order. Romance novels follow. They usually account for nearly one-half of the mass-market paperbacks (smaller and less expensive than trade paperbacks and hard covers) purchased each year. Non-fiction books, biographies, autobiographies, self-help, inspiration, and so forth are among the best sellers, with fiction (general trade paperback and hardcover, general fiction, mass-market paperback, and mystery, mass-market paperback) completing the list. To gain a current understanding of which books are selling, consult bestseller lists in various publications.

If you are interested in children’s books, concentrate on these sections while roaming the bookstores. Children’s books enthusiasts will discover that companies like Simon and Schuster feature divisions specializing in books for young readers. Children’s books enjoy a long shelf life whether they are picture books, books specifically for babies and toddlers, young readers, middle readers, or young adult readers.

Travel books and cookbooks may be potential publications for the budding author. Everyone loves a travel book to aid vacation or business plans. Hundreds of cookbooks are published each year. As with any category researched, pay close attention to current books on the store bookshelves.

Religious books are a popular venue for first-time writers. There is a huge market for religious novels and inspirational books. To date, Rick Warren’s The Purpose-Driven Life, a book that can literary change your life, has sold more than twenty-five million copies as the number one selling book in both 2003 and 2004. Father Thomas Merton’s autobiography, Seven Storey Mountain, continues to be a best seller more than fifty years after its initial publication.

Thousands of new works of fiction and non-fiction are released every year based on more than half-a-million submissions to publishing companies. The number of poetry submissions is astronomical, as well. No wonder many would-be authors and poets are intimidated. Don’t be.

While touring the bookstore, remember your mindset is one of an aspiring author or poet, not a customer. This is a research mission involving investigation. Plan to spend an afternoon or even a full day or two browsing the shelves. Consider what is being written, how the books look and feel, their length, and how they are presented. Each book has its own self-contained marketing program designed with one thing in mind: sell the book.

With this goal in mind, examine the packaging, the cover, and how the author or poet is showcased. Reading the author biography on the inside back jacket cover will provide insight as to his or her background and their previous publications. Inspiration is garnered from first-time authors and poets who have been published.

The type of writing contemplated—fiction, non-fiction, or poetry will dictate the amount of time you spend in that particular area. Focus on books released in recent years. With so many books published, and so little space, only books that sell remain on the shelves. Many front-list books (recent releases) become backlist assets that will sell year after year. Others have their “fifteen minutes of fame,” and are returned to the publisher or banished to the “remainder” bin marked at two bucks a copy.

Nobody can predict exactly what book will become a bestseller. Some books appear to have bestseller stamped on them, but many times the so-called experts don’t know and are guided by “hunches.” Who could have predicted that a number one non-fiction business bestseller would be Spencer Johnson’s Who Moved My Cheese? Some publishing company editors may have rejected the book assuming it was a booklet about the plight of Wisconsin dairy farmers.

Another unexpected bestseller was Quiet Strength by Indianapolis Colts coach Tony Dungy. Comedian Stephen Colbert also provided a sign of inspiration when his book, I Am America (And So Can You) reached number one on the New York Times bestseller list.

Checking the fiction bestsellers provides a few surprises. There are the predictable names—John Grisham, Tom Clancy, James Patterson, Mary Higgins Clark, and Stephen Coonts. But among the bestsellers is the Left Behind collection by Tim LaHaye and Jerry B. Jenkins, little-known authors before their breakthrough books, and A Girl Named Zippy, by first-time author Haven Kimmel.

Inspiration may certainly be gained by considering the spiraling career of Khaled Hosseini. His first book, The Kite Runner, was successful with the second one, A Thousand Splendid Suns, even more so.

Reference Magazines

To learn more about book publishing and outlets for publishing articles or short stories, check the magazine section. To complete the first day’s “training” regarding the book business, select publications such as Publisher’s Weekly, The New York Times Sunday Edition, Writer’s Digest, The Writer’s Handbook, Writer’s Journal, Poetry Magazine, Poets and Writers Magazine, and The Writer. Just as those immersed in the financial world consult Forbes to stay abreast of developments in that field, these publications are a guidepost to what’s occurring in the book world.

Other sources of knowledge about the publishing industry are publications by chain bookstores and Book Sense, a directive of books recommended by independent outlets. Each provides insight regarding current trends in the publishing industry.

Publisher’s Weekly

Publisher’s Weekly is a must read for aspiring authors and poets. The first half features advertisements for new releases, publishing news detailing sales records, the revolving door shifts of executives from company to company, and the names of authors signed to write new books. These include celebrities who are advanced a million dollars to write about the color of their toothbrush and the epiphanies that surfaced during their rehab. One year, it seemed every issue carried news of yet another body part that actress/author/fitness guru Suzanne Somers could perfect.

Publishing excesses aside, becoming familiar with the names of those in positions of power in the literary industry is important because they are the ones who consider a book for publication. Even if a book concept is rejected, the person rejecting it may rotate to a new literary agency or publishing company and later consider another book written by the same author. This is why it is wise to never write a nasty letter after being rejected. Accept the decision and move on.

The middle pages of Publisher’s Weekly feature interviews with publishing heavyweights or successful authors. Valuable tips emerge based on their experiences.

Several pages near the back of Publisher’s Weekly are dedicated to reviews of books being published in the coming months. They are catalogued under the banners of fiction, non-fiction, audio, poetry, and paperback. This section keeps the writer current on the latest news about books being published, while providing insight into reviewer’s comments regarding their content and potential.

Another issue of Publisher’s Weekly was of special interest to aspiring novelists. Under the banner, “First Fiction For Fall,” the magazine lists several publications by first-time authors. The list provided ideas as well as inspiration to those who believe the odds of a first-time author securing a publishing commitment are prohibitive.

Spring and fall editions of Publisher’s Weekly are important for authors and poets. They feature multiple pages listing book titles being released during that season. These pages provide insight into publishers and the types of books each company favors. It also presents a glimpse of the varied subject matter that becomes fodder for publication. Keep in mind that one season’s hot topics may be cold by the time a new book on the subject is written.

New York Times

The New York Times Sunday Edition supplements Publisher’s Weekly. Other newspapers feature book review supplements, but the New York Times Book Review is king. Read it several times to soak up every ounce of knowledge. Advertisements touting books are interesting and valuable, reviews are revealing, and the bestseller list indicates what books people are reading.

Two lists will catch your eye: the bestsellers in Non-fiction and Fiction. Each week the list changes but note what books stay on the list for a lengthy period of time.

For those interested in business books, the Times feature a separate listing in the business section under “Business Bestsellers.” Note the variety of book topics with some touting investment tips and others memoirs of interesting personalities such as Alan Greenspan.

The Times includes two other lists of interest to aspiring authors. They are bestsellers for “Advice, How-To and Miscellaneous,” and “Children’s Paperback Books.” Both are excellent reference sources.

Reading these lists and those in Publisher’s Weekly provides hope for the beginning writer. No idea is sacred. It doesn’t take a genius to discover a unique concept for a book that can be worthy. Imagination is the key. Never doubt your ability to create an exciting book that can be a bestseller.

Writer’s Digest

Writer’s Digest is a required reading for any beginning writer. No reviews or bestseller lists are featured—just pertinent information about writing and writers. The articles are valuable, since many contain tips concerning the craft of writing.

Various articles in Writer’s Digest have included: Craft a Killer Query, What Works, What Doesn’t, How To Build A Novel Proposal, Inspiration 101, The Insider’s Guide to Software For Writer’s, 100 Best Book Markets For New Writers, How Not To Be A Paperback Writer, The Dos and Don’ts Of Writing Dialogue, and How To Set Your Writing Goals.

Another feature of Writer’s Digest is a list of popular reference books for writers. Among them are Discovering the Writer Within, Grammatically Correct, Fast Fiction, The Writer’s Guide to Character Traits, Novel Writing, Get Organized, Get Published, Keys To Great Writing, and The Writer’s Idea Book. These books provide information regarding every facet of the writing profession.

Several examples of book text are featured in the magazine as are tips regarding selling manuscripts. There is information about writing workshops conducted by professional authors and advertisements for writing competitions.

Certain issues of Writer’s Digest chronicle the inner-workings of major publishers including HarperCollins, Simon and Schuster, Time Warner, Random House, and Penguin Group USA. These publishers account for more than 75 percent of all books sold. The Literary Market Place, available in most libraries, is an excellent reference source supplementing information featured in Writer’s Digest.

The Writer’s Handbook and Writer’s Journal

The Writer’s Handbook contains essential information for the writer. Besides delivering a competent list of agents and publishers of books and magazine articles, the publication provides insightful articles by noted authors. Among those who have contributed are John Updike, Elmore Leonard, Sue Grafton, Russell Banks, and Stephen King. Much can be learned from their experiences regarding how to become a published author.

A worthy magazine for aspiring authors is Writer’s Journal. One issue featured an interview with Mitchell Ivers, senior editor at Simon and Schuster. Asked about company philosophy, Ivers stated, “The mid-list [books by established writer’s that sell well but not great] is vanishing—especially in the mystery genre. Book stores don’t want them and we’re cutting way back on them.” He added, “[the] exception to that rule is in the romance area.”

When asked what type of book he hopes to discover, Ivers said, “Stories of people’s lives. I like stories about people who say yes to life when life says no to them. I like books that help people; that last and linger in the reader’s minds.” Regarding advice for the beginning writer, the senior editor wrote, “Don’t write for the reward: the book contract, fame, money. Write for the love of writing, find value in what you’re saying and be passionate about it.”

Poets and Writers Magazine/Poetry Magazine

Poets and Writers Magazine is a prestigious publication packed with useful information for aspiring writers and poets. Founded in 1970 to “foster the development of poets and fiction writers and to promote communication throughout the literary community,” the magazine presents vital facts about every aspect of the writing process. Published bi-monthly, one issue featured 8 Editor’s Tips On Getting In The Glossies, as well as sections detailing News and Trends, The Literary Life, and The Practical Writer. Special notices and advertisements for awards, grants, conferences, and residencies are also included.

An excellent source of information for poets is Poetry Magazine. Checking their Web site at www.poetrymagazine.com provides current information about the poetry-publishing world. The magazine sponsors the Ruth Lilly Poetry Prize, an annual competition awarding a deserving poet, $100,000.

Publisher’s Lunch.com

Michael Cader Books publishes Publisherslunch Deluxe, a free newsletter providing an overview of the publishing industry on a day- to-day basis. It also features job openings, articles on various industry personalities, and industry trends.

The companion publication to Publisherslunch Deluxe is Publishers Marketplace. For a monthly fee of less than twenty dollars, Cader emails details about all of the deals completed each day by publishers large and small. Most important besides the name of the book sold, the tagline describing it, author information, and the publisher that has optioned the rights is valuable information regarding the literary agent who represented the author. Watching who is making deals in the genre of book you are writing permits you to list agents who should be interested in your book idea. This will assist your efforts when it is time to submit your query letter and book proposal.

Publishers Marketplace also lists the names of agents and the names of the authors and poets they represent. More about both publications can be learned at www.publisherslunch.com

BookExpo America

To expand publishing industry education, consider a trip to the annual BookExpo America convention. Locations have included Chicago, New York City, and Los Angeles. More information is available at www.bookexpoamerica.com.

Colorful booths spanning several halls house the majority of the publishers across the country. Large publishers occupy the largest, most expensive space. Medium sized and smaller publishers, including university presses, are also well represented.

Walking amongst the booths is electrifying. Large placards promoting books by the famous and not so famous drape booth walls. Long lines snake around corners as fans line up to meet, greet, and obtain the autographs of famous authors.

Publishing company representatives mingle with retailers, their authors, poets, the media, and distributors from around the world. An event or one-day admission price permits writers to frolic with those who are the publishing industry. During the event at Chicago’s McCormick Place, several social events were held to permit those who love books to chat with those who love books. A local book fair was featured so book enthusiasts could locate a rare copy of Steinbeck for a buck-and-a-half.

BookExpo America presents the perfect arena for aspiring authors and poets to meet independent booksellers from around the world. Even though chain stores rule the industry, there are superb independent outlets. Knowing the owners and their sales force can prove invaluable, since independents champion first-time authors and poets.

Each BookExpo America registrant is provided a convention guide that is a great resource for any aspiring author or poet. Included are the listings of the exhibitors. Inspect it, discover who is appearing and where, and then visit exhibits, meet people, and note what books are being promoted. Display posters highlight major marketing campaigns being planned.

Most BookExpo America publishing company booths are piled high with catalogs focusing on future releases. Galleys (review copies of soon-to-be-released books) are sometimes available although many publishers attempt to limit these “freebees” to retailers. Studying various writing styles and storytelling variations for future books can be most helpful.

The point of attending BookExpo America is to meet and greet while exchanging business cards. Networking with agents, publishing executives and others immersed in the industry is essential. After the convention, add the names of those met to ever-growing lists compiled in anticipation of submitting material to the marketplace.

If attending BookExpo America is impossible, consider visiting an American Bookseller (sponsor of BookExpo) regional book show. These are great venues to meet smaller and regional publishers.

For those interested in the potential to meet industry professionals at consumer book shows, research such venues as LA Book Fest, NY is Book Country, and the Miami Book Fest. All provide opportunities to soak up the atmosphere of the book business.

The Internet

To supplement knowledge you gained through bookstores, publications, and BookExpo, check the Internet web sites where books are marketed and sold. Look at Amazon.com and Barnes&noble.com in particular. This is another source of bestseller information as well as information regarding how books are being promoted online. It is also a good way to search for other published books that may compete with the book being contemplated.

An excellent source of publishing industry news is the Internet publication, Publishers Lunch. Its free daily dose of news regarding “who is buying what from whom” is valuable. Publishers Lunch is free of charge at www.publisherslunch.com.

Education is Power

Knowledge regarding the business end of the publishing industry is power for those who dream of writing professionally. Instead of pursuing the dream half-cocked, those who investigate the publishing world can make their dream come true. They bear allegiance to Mark’s Step #1—Analyze The Publishing Industry to Gain Confidence.

With this understanding, and an understanding of the writing process, it is logical for you to ask, “How can I become published?”

There are several alternatives, but the path to becoming published by a traditional publisher is quite logical. In its simplest form, a writer first generates an idea for a book. Based on an outline, at least a partial manuscript developing the idea is created.

Using this material, a Query Letter and Book Proposal are completed. Either through their own efforts or those of a literary agent or entertainment attorney, the Query Letter and/or Book Proposal is submitted to one or more publishers. If a publisher says the magic word, “Yes,” a deal is negotiated.

The author then revises the book in tandem with an editor at the publishing company. A release date is set, usually months or even a year ahead to provide time for editing, book layout, and a marketing and promotion campaign. The completed book is then published amidst a grand celebration.

Getting from point A (idea) to point Z (publication) is a magical mystery tour filled with adventure. Regardless of whether you choose fiction or non-fiction, the journey begins with a search for what literary material is marketable in the publishing world.

Step #1 Summary

Visit chain bookstores or independent outlets to research the book industry.

Check book covers, inside jackets, and Acknowledgments for publisher, author, agent, and editor information.

Compile lists of agents, editors, and publishers that may be interested in your book genre.

Review publishing industry reference publications such as Publisher’s Weekly, New York Times, Writer’s Digest, Book, etc.

Read the Internet publication Publishersmarketplace every day.