Traditional publishers can give you an edge over self-publishing by taking a stake in your success and helping you promote yourself as a business
By Ann Meyer
Special to the Tribune
June 16, 2008
Best-selling author Steve Kaplan credits his business acumen for the success of his books.
"Your book is your product," said the Buffalo Grove-based author of "Bag the Elephant," "Be the Elephant" and "Sell Your Business for the Max," which is due in January from Workman Publishing. "You have to think of it as a business."
As an entrepreneur, Kaplan built Sampling Corporation of America into a $40 million business before selling it in 1997 to Snyder Communications, where it hit $250 million in annual revenue in 2000. He shares secrets for success in his books, which were New York Times list best sellers.
Still, at a time when industry tracker Bowker reports traditional publishing is flat and business titles declined 12 percent in 2007 to 7,650, creating a best seller involves more than crafting good content. Entrepreneurs looking to gain notice by penning a book need to think first about the market they're trying to reach, experts said.
"People think just because they've got something they're excited about, everyone will respond," said agent James A. Levine, principal of Levine Greenberg Literary Agency in New York. But the market is heavily saturated.
Still, some segments are hot. Mike Moyer of Highland Park found a publisher on the first try for his forthcoming book, "How to Make Colleges Want You," because demand is strong for college admissions topics and the publishing house has a specialty in that area, said Peter Lynch, editorial manager for trade books at Sourcebooks Inc. in Naperville.
The book was inspired by a blog on Cappex.com, the college admissions Internet site Moyer co-founded. The book tells Moyer's personal story of gaining college acceptance. "When I showed up with my homing pigeons at college admissions offices, I ceased being a terrible student and became a kid with interests and passions and ideas," he said.
Moyer approached Sourcebooks last summer and finalized the deal in October, he said. The paperback is scheduled to hit store shelves in the fall, he said.
Research publishers
For most first-time authors, however, attracting an agent or publisher's attention can be trying.
Entrepreneurs can increase their odds by researching which publishers are most likely to be interested in their book idea. Moyer knew Sourcebooks also published "U.S. News & World Report Ultimate College Guide " and "The Naked Roommate " about college life.
When the niche is appropriate, independent publishers can be more approachable than the giants, said Doug Seibold, president of Agate Publishing, a Chicago-based independent. "They oftentimes can be more opportunistic. They go after projects that have less conspicuous potential," he said, particularly if the author has a marketing platform through speaking engagements, regular media appearances or a popular blog.
Kaplan's marketing prowess, together with his persistence, paid off in a contract with Bard Press for his first book. "Ray Bard said no four times, but I finally convinced him to have a meeting," Kaplan said...
Click here to see entire article.
mindingyourbiz@gmail.com
Copyright © 2008, Chicago Tribune
