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New Self-Publisher’s FAQ
15 Ways to Commit
Publicide
From the forthcoming Starting a Small Press in a Mega-Press World
by Jacqueline Church Simonds
Publicide: n. to kill a book, whether at inception or later in the
publishing cycle. The murderer may be the author, publisher or both.
1. Failing to understand the book business before you publish your first
book. This is a $3 trillion a year global industry. What are the rules?
How will you compete? Also called Death by Willful Ignorance.
2. Trying to publish a book before creating a marketing plan. “Everyone
who likes to read will want this book” is not a marketing plan.
Publishing is easy. Selling a book is hard. This is also called Death by
Wishful Thinking.
3. Refusing to have the book edited by a professional, so that ter our
mnay tippos and logic flaws. This is also called Death by Design 1*.
4. Using song lyrics, articles from magazines or newspapers or sections
from other books without acquiring the current copyright holder’s
permission. You can and will be sued. There is no such thing as “Fair
Use” in a commercial venture. Also called Death by Fecklessness.
5. “Typesetting” a book in Word. With spaces between paragraphs. With
tabs. Also called Death by Design 2*.
6. Failing to get a professional-looking cover design. Customers most
assuredly judge a book by its cover. Also Death by Design 3*.
7. Having the same title as a famous book in the same genre (e.g.: a
historical romance titled Gone with the Wind or a mystery named Murder
on the Orient Express). Also called Death by Title Snatching.
8. Printing the book in such a way that it cannot be sold at a
reasonable cost, sustain a wholesale discount and make money (e.g.:
print costs of $10.50, offered to wholesalers at 55%, with a retail
price of $22.95 for a trade paperback (which are usually priced between
$12.95 - $16.95)). Also called Death by Mathematical “Necessity.”
9. Expecting the world to beat a path to your door, because obviously,
everyone will want to buy the book. Both the publisher and the author
must work to make the world aware of the book. Also called Death by
Hiding Your Book Under a Bushel.
10. Failing to secure a way for the world to buy the book besides one’s
own website. There are currently 4 billion websites—how will your buyer
find you? A basic Amazon Advantage account
is a start. Acquiring Baker & Taylor as a wholesaler is better. In some
cases, getting a distributor for the book is best. Also Death by Supply
Chain.
11. Believing that bookstores are one’s customers. They are most
emphatically NOT. They rent books on the off chance they will sell same.
For most small presses, the time books stay on a store’s shelf is about
2 weeks. For big publishers, it’s 6 weeks. Also known as Death by 1000
Returns.
12. Failing to reprint the book when it is selling. Money should be put
aside from the start so that the next print run is covered. Otherwise,
the selling momentum will be killed by having the book out of print for
more than a month. Also Death by Empty Pockets.
13. Getting grumped that “all these distributors, wholesalers and
booksellers are stealing my money” and taking a selling title out of the
trade supply chain to sell yourself. Also Death by Supply Chain, Part
II.
14. Publishing one’s first book and having it become a success in some
way (sales and/or multiple awards) is not an indicator that publishing
is easy. The second book from some publishers this has happened to can
be a dreadful flop. Pay attention to why, exactly the first book
succeeded, but learn where you can grow/improve. Also called Death by
Dumb Luck.
15. Believing that since a distributor can get 3000 books into big box
bookstore means you will sell all 3000. Returns at that volume can
bankrupt you if they all come back (with fees and shipping charges).
Also called Death by 1000 Returns, Redux.
* These skills can be acquired. One does not necessarily have to hire an
outside source.
© Jacqueline Church Simonds 2009
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