You, or your student, have completed a novel and want it
published. Since most publishers don’t accept unsolicited manuscripts, what
will you do? You need to find a literary agent. Query several agents and send
proposals to those that are interested. (See archived blogs) If one believes
the story will appeal to the market and will fit into what his agency
represents, he will accept it and act as the go-between between you and the
publisher.
On first contact, the agent presents the manuscript to an
acquiring editor at a publishing house. If it fits well with the publisher’s
product line, he will submit a proposal though the firm’s acquisitions
committee. They will view the work as an investment in which they might profit.
To get past them, the book must have certain attributes. It must be
well-written and entertaining or informative. It must have potential for enough
distribution to make its publication profitable. It must be able to compete
with similar titles. And it must have a promotable platform.
If the work meets the criteria and the committee members decide
to publish, they send it to the contracts and legal department. The author’s
agent negotiates with the acquiring editor. In addition to the amount of
advance money the author will receive, he will negotiate what type of rights
are involved. The document must state whether rights can revert to the author
after a period of time, whether he retains rights over foreign publications and
films, and what deadlines he must meet during editing. Once the author signs,
the work no longer belongs to him.
After the contract is signed, the manuscript goes back to
the editor. In his first pass through it, he decides whether more or less text
in required, whether chapters should be shuffled for flow, and whether
information is clear and accurate. He then sends the manuscript back to the
author for revisions. In the next pass, the editor makes line edits and asks
for corrections and clarifications. If he is pleased with the revisions, the
author finally receives a “payment on acceptance” check. This is an advance
against future royalties.
The acquiring editor then sends the edited manuscript to the
copy editor who looks at grammar, spelling, clarity, and makes sure the style
and grammar matches the market. Next stop is design and layout. They do
typesetting, page layout, and prepare files for e-books. They also decide on the
quality of the paper and create a dust jacket. Photos and illustrations are
added. Everyone reviews page proofs.
Meanwhile the sales and marketing people will provide
information about the book to the book distributors and overseas publishers to
try to determine what potential sales are. If interest is high, they may
recommend that a co-publisher be employed for a large run, thereby cutting unit
costs. If interest is low, they may recommend that the print or marketing be
reduced or the book’s publication be dropped. Feedback from marketing also affects
formatting, sales strategy, artwork, design, and production of ads and
marketing material like catalogs.
Before printing, printers produce a pre-press proof for the
publishers that show how the book will look. This is the last chance for
corrections. When the publishers sign off on it, it goes back to the printer. Following
the printing, the pages are folded, fixed to the board, and covered with the
cover.
Marketing continues. It has three components, advertising
where publishers pay to place a book in the media or print, promotion which is
anything that draws attention to the book, and publicity where print and media
pieces on the author or book are used to increase sales. Publicity also sets up
book signings and tours.
Months before their release, the sales department matches
genre and formats to the right market in the right quantity. They also present
titles to buyers and make presentations to buyers form chain stores and independent
stores. Advance copies are sent to the publisher, author, editor, and agent for
publicity mailings.
After the printing, the books are packaged and sent to the
publisher’s warehouse to await distribution. The resale schedule depends on the
competition and the number of sales necessary to generate a profit. Next stop
is the distribution centers where the books are unpackaged, inventoried, and
shelved. The whole procedure from acquisition to the bookstore shelf may take
two years.—Quinn
