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An Introduction to Ebook Publishing
June 21, 2013
Mark Coker
Founder, Smashwords
Twitter: @markcoker
My Backstory
Introduction to Ebook Publishing
Publishers Said “No”
• Despite great efforts of our
agent, every major NY
publisher said NO (TWICE!)
I evaluated our options
1.The rational option
 Accept failure, assume fetal position
and cry
1. The irrational option
 Believe in ourselves
 Mortgage the house and try to fix the
problem
My Answer: Smashwords
• * FREE * eBook Publishing Platform
 Free ebook printing press
 Distribution to major ebook retailers and
libraries
 Free learning materials help writers
become professional publishers
0
50,000
100,000
150,000
200,000
250,000
2008 2009 2010 2011 2012 2013
Ebooks published at Smashwords
140
6,000
28,800
92,000
191,000
230,000
June 2013
How Smashwords Works
• UPLOAD
• Word .doc or .epub
• Instant, free ebook conversion
• Instantly for sale
• DISTRIBUTE
• Distribution to retailers and
libraries
• GET PAID
• Author earns 60-80% list
4 TRENDS THAT WILL TRANSFORM THE
FUTURE OF AUTHORSHIP
TREND ONE:
Reading Moving to Screens
Screens are the new paper
Ebooks as a percentage of US
wholesale trade market
Source: Association of American Publishers, publishers.org. 2012 Smashwords estimate
0
5
10
15
20
25
30
2002 2004 2006 2008 2010 2012
The market share slide underestimates
true impact of ebooks
The previous slide is based on dollar sales. Since
ebooks are priced significantly lower than print
books, the unit volume percentage (or,
percentage of words read in the ebook format) is
much higher.
Within the next year, it’s likely that more book
words will be read on screens than on paper.
Follow the eyeballs. If your entire list isn’t
already in ebook format, do it now!
Follow the eyeballs.
Ebooks to overtake print
Print books
Ebooks
UnitsDollars
Print books
Ebooks
Why ebooks are hot
• Screens offer better reading experience than
paper
•
Changeable font size A B C D
• Ebooks offer better consumption experience
• Lower cost than print
• Convenient sampling and purchasing
• Huge selection
TREND TWO
Democratization of Publishing
In the Past, Publishers Controlled
Everything
• They controlled the …
• printing press
• distribution
• knowledge to professionally publish
Today, Authors Have Free Access
to the Tools
• Authors have …
• FREE ebook printing press
• Democratized ebook distribution
• Unfettered access to the knowledge of
professional publishing best practices
Publishers losing their monopoly
• Writers no longer need publishers to
publish, distribute and sell
• Writers asking two questions:
1. “What can a publisher do for me that I can’t
do for myself?”
2. “Will a publisher actually harm my ability to
reach readers?”
TREND THREE
Self-published authors hitting all
the bestseller lists
Indies are hitting the bestseller
lists
• Self-published ebooks scaling all the
bestseller lists
• Retailers giving indies seat at merchandising
table
Prediction
Within 3 years, most NY Times
bestselling ebooks will be from self-
published authors
- June 21, 2013 by Mark Coker
Advantages of Indie Authorship
• Indie ebook author advantages
• faster time to market
• creative control
• lower expenses
• better distribution to global market
• immortal ebooks never go out of print
• lower prices to consumers
• earn more per book
QUADRUPLE +
Indie Ebook Authors Earn Higher
Percentage of List Price
• Indies earn more at lower prices
• At $2.99, indies earn ~$2.00. Traditional author
would have to price over $10 to earn $2.00
• Lower price = reach more readers = more sales at
higher profits per sale
• Traditionally published ebook authors at
disadvantage with high prices, low royalties
60-80% 12-17%
Indie Traditional
TREND FOUR
The Previous Stigma of Self-
Publishing is Disappearing
Self publishing was once seen as the option of
last resort for writers.
Now it’s increasingly viewed as the option of first
choice.
Successful indies are setting the example, and
inspiring the next generation of authors.
As the previous stigma of self-publishing
disappears, there’s rising stigma attached to
traditional publishers.
Stigmas to reverse
Aspire
Traditional
Aspire
Indie
Today?
Aspire
Indie
Aspire
Traditional
5 yrs ago Future?
Let’s learn how to publish and distribute
an ebook!
Checklist for Publishing an Ebook
 Finish a super-awesome book
 Format the book prior to conversion
 Prepare cover image
 Prepare the metadata
 Ebook conversion to multiple formats
 Pricing
 ISBNs
 Copyright
 Distribution to retailers, libraries
 Piracy
 Marketing
Finish Your Super-Awesome Book
• Ebook publishing tools make
publishing fast, free and easy …
• … but they don’t make it easy to write
a great book
• You (the author) are the publisher
• Edit, revise, edit, revise
• Involve beta readers (then revise again)
• Hire professional editor if necessary
Ebook Formatting
Formatting is the layout and design
process to prepare your book for
publication
Formatting for Smashwords
250,000+
downloads!
Formatting Secrets
• Forget (some of) what you know
• Don’t try to make e- look like p-
• Ebooks consumed differently than print
• Design for reflowability, small screens
• Less = more with ebooks
Reflowability: Ebook devices
(and customers) shape shift text
• Example of Smashwords novel, All Good
Things Die in L.A. by Anhoni Patel
• User-selected options: Font: Verdana;
Background pattern: Stone carving; text
color: Dark Violet; Font size: larger than
normal
Cover Image
Create Your Ebook Cover
• Covers are important
• First impression
• Covers are both marketing and content
• Make it:
 engaging, matched to target audience
 professional
 good as thumbnail
 good as B&W, greyscale
DIY Cover, or Hire Professional?
• Unless you’re an expert graphic
designer or cover designer, it’s best to
hire
• Email list@smashwords.com for low cost
cover designers and formatters
• It’s inexpensive: $50-$150 (Mark’s list) or
under $300 elsewhere (still cheap!)
Most of us design terrible covers
As an experiment, I tried to create a cover. It
was an embarrassment!
So I Hired a Pro for $45.00
Send email to:
list@smashwords.com
for “Mark’s List”
Metadata
Metadata is information about
your book
• Metadata enables
• Discovery
• Sales reporting
• Author payments
• Some metadata you or your publisher
will create
• Some is auto-generated
Metadata = Data About Your
Book
• Auto-generated post-
publication:
• Publication date
• Reviews
• Sales rank
• People who bought X bought Y
• People who viewed X viewed Y
• Sales data
• You Determine:
• Book title
• Contributors
• Book description
• Tags
• Category
• Price
• Cover image
• ISBN
• Language
• Formats
Ebook Conversion
Conversion = Turning your formatted
manuscript into an ebook file readable on
multiple ebook reading devices
E-reading Devices
Ebook Conversion Options
Conversion Options
1. Automated
(Smashwords, Amazon)
2. DIY conversion tools
(Calibre, Sigil, Adobe InDesign)
3. Hire ebook formatter/
designer/coder
(Complex books)
Pricing
Pricing
• Determine objective
• Platform building, sales, or both?
• If you publish multiple books, cover
multiple price points to capture the
most readers
• FREE, $.99, $2.99, $3.99, $4.99+
• Non-fiction supports higher prices than
fiction
ISBN
What’s an ISBN?
• What it is:
• Unique digital identifier
• A 13-digit number
• Helps supply chain communicate about
book
• Required for Smashwords distribution to
Apple, Sony, Kobo
• What it is NOT:
• Does not connote ownership or copyright
• Does not imply “professional” or “real”
• Not a common discovery method
Where to Obtain an ISBN
• Go to Bowker.com
• Expensive unless you purchase blocks of
10+
• Lists you as “publisher” in Books in Print
• Go to Smashwords
• FREE ISBNs
Copyright
Copyright Simplified
• By publishing something you created,
you have copyright
• Copyright entitles you to an exclusive
bundle of rights
• The notation of © is optional
• For best legal protection, go to
Copyright.gov and register copyright
online
• Learn more at the Copyright Clearance
Center at www.copyright.com
Distribution to retailers
Ebook retailers want indie
ebooks
Diversify your portfolio of retailers, avoid
exclusivity, think globally
Two options for getting your book
on a retailer’s virtual shelves
1. Use a Distributor (such as Smashwords)
• Upload one file, distribute to many retailers
• Time-savings, consolidated payments and tax
reporting
1. Direct to Retailers
• Format for each specific retailer
• Upload to, and manage each retailer separately
• Sony, Diesel, Libraries require distributor
Piracy
Everything you need to know
about piracy
• Don’t worry about piracy
• Obscurity is your biggest risk
• Black hat pirates who steal your book
wouldn’t have purchased it anyway
• Most piracy is accidental – it’s
enthusiastic fans marketing your book
for you
Irrational fear of piracy leads
leads to obscurity
• The only reliable method of piracy
prevention is to NEVER PUBLISH
• Anti-piracy measures such as DRM only
limit availability, accessibility and
enjoyment
• Combat piracy by making your book
easier to purchase than steal
• Low, fair price
• Broad distribution
Marketing
Traditional marketing isn’t as
important as you think it is
• Marketing is a catalyst, not fuel
• Your book is your best marketing
• Reader word of mouth determines your success
• Viral catalysts amplify word of mouth
• Build permanence
• Focus on discoverability and platform
building
The Plan Forward
The Publishing Industry is in Flux. These
changes will…
Benefit Indie Authors
Disadvantage Traditionally Published
Authors
YOU are the future of publishing
YOU have a right to publish
YOU are your own gatekeeper
YOU decide when your manuscript
graduates to published book
Honor your readers
Give them great books
(and do it faster with lower prices)
The task before you is not easy, yet…
The Opportunity to Reach Readers
Has Never Been Greater
Free Ebook Publishing Resources
• NEW! Secrets to Ebook Publishing Success (best
practices of successful authors)
• Smashwords Book Marketing Guide (how to market any
book)
• Smashwords Style Guide (how to format an ebook)
Don’t miss Part II of this
presentation: The Secrets to Ebook
Publishing Success
Learn the best practices of the
bestselling indie ebook authors.
View it now on Slideshare:
http://www.slideshare.net/Smashwords/the-secrets-to-e
Thank you for considering the
future!
Q&A
Connect with Mark Coker and Smashwords:
Web: www.smashwords.com
Blog: blog.smashwords.com
LinkedIn: linkedin.com/in/markcoker
Facebook: facebook.com/markcoker
HuffPo: huffingtonpost.com/mark-coker
Twitter: @markcoker

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Introduction to Ebook Publishing

  • 1. An Introduction to Ebook Publishing June 21, 2013 Mark Coker Founder, Smashwords Twitter: @markcoker
  • 4. Publishers Said “No” • Despite great efforts of our agent, every major NY publisher said NO (TWICE!)
  • 5. I evaluated our options 1.The rational option  Accept failure, assume fetal position and cry 1. The irrational option  Believe in ourselves  Mortgage the house and try to fix the problem
  • 6. My Answer: Smashwords • * FREE * eBook Publishing Platform  Free ebook printing press  Distribution to major ebook retailers and libraries  Free learning materials help writers become professional publishers
  • 7. 0 50,000 100,000 150,000 200,000 250,000 2008 2009 2010 2011 2012 2013 Ebooks published at Smashwords 140 6,000 28,800 92,000 191,000 230,000 June 2013
  • 8. How Smashwords Works • UPLOAD • Word .doc or .epub • Instant, free ebook conversion • Instantly for sale • DISTRIBUTE • Distribution to retailers and libraries • GET PAID • Author earns 60-80% list
  • 9. 4 TRENDS THAT WILL TRANSFORM THE FUTURE OF AUTHORSHIP
  • 11. Screens are the new paper
  • 12. Ebooks as a percentage of US wholesale trade market Source: Association of American Publishers, publishers.org. 2012 Smashwords estimate 0 5 10 15 20 25 30 2002 2004 2006 2008 2010 2012
  • 13. The market share slide underestimates true impact of ebooks The previous slide is based on dollar sales. Since ebooks are priced significantly lower than print books, the unit volume percentage (or, percentage of words read in the ebook format) is much higher. Within the next year, it’s likely that more book words will be read on screens than on paper. Follow the eyeballs. If your entire list isn’t already in ebook format, do it now! Follow the eyeballs.
  • 14. Ebooks to overtake print Print books Ebooks UnitsDollars Print books Ebooks
  • 15. Why ebooks are hot • Screens offer better reading experience than paper • Changeable font size A B C D • Ebooks offer better consumption experience • Lower cost than print • Convenient sampling and purchasing • Huge selection
  • 17. In the Past, Publishers Controlled Everything • They controlled the … • printing press • distribution • knowledge to professionally publish
  • 18. Today, Authors Have Free Access to the Tools • Authors have … • FREE ebook printing press • Democratized ebook distribution • Unfettered access to the knowledge of professional publishing best practices
  • 19. Publishers losing their monopoly • Writers no longer need publishers to publish, distribute and sell • Writers asking two questions: 1. “What can a publisher do for me that I can’t do for myself?” 2. “Will a publisher actually harm my ability to reach readers?”
  • 20. TREND THREE Self-published authors hitting all the bestseller lists
  • 21. Indies are hitting the bestseller lists • Self-published ebooks scaling all the bestseller lists • Retailers giving indies seat at merchandising table
  • 22. Prediction Within 3 years, most NY Times bestselling ebooks will be from self- published authors - June 21, 2013 by Mark Coker
  • 23. Advantages of Indie Authorship • Indie ebook author advantages • faster time to market • creative control • lower expenses • better distribution to global market • immortal ebooks never go out of print • lower prices to consumers • earn more per book
  • 25. Indie Ebook Authors Earn Higher Percentage of List Price • Indies earn more at lower prices • At $2.99, indies earn ~$2.00. Traditional author would have to price over $10 to earn $2.00 • Lower price = reach more readers = more sales at higher profits per sale • Traditionally published ebook authors at disadvantage with high prices, low royalties 60-80% 12-17% Indie Traditional
  • 26. TREND FOUR The Previous Stigma of Self- Publishing is Disappearing
  • 27. Self publishing was once seen as the option of last resort for writers. Now it’s increasingly viewed as the option of first choice. Successful indies are setting the example, and inspiring the next generation of authors. As the previous stigma of self-publishing disappears, there’s rising stigma attached to traditional publishers.
  • 29. Let’s learn how to publish and distribute an ebook!
  • 30. Checklist for Publishing an Ebook  Finish a super-awesome book  Format the book prior to conversion  Prepare cover image  Prepare the metadata  Ebook conversion to multiple formats  Pricing  ISBNs  Copyright  Distribution to retailers, libraries  Piracy  Marketing
  • 31. Finish Your Super-Awesome Book • Ebook publishing tools make publishing fast, free and easy … • … but they don’t make it easy to write a great book • You (the author) are the publisher • Edit, revise, edit, revise • Involve beta readers (then revise again) • Hire professional editor if necessary
  • 33. Formatting is the layout and design process to prepare your book for publication
  • 35. Formatting Secrets • Forget (some of) what you know • Don’t try to make e- look like p- • Ebooks consumed differently than print • Design for reflowability, small screens • Less = more with ebooks
  • 36. Reflowability: Ebook devices (and customers) shape shift text • Example of Smashwords novel, All Good Things Die in L.A. by Anhoni Patel • User-selected options: Font: Verdana; Background pattern: Stone carving; text color: Dark Violet; Font size: larger than normal
  • 38. Create Your Ebook Cover • Covers are important • First impression • Covers are both marketing and content • Make it:  engaging, matched to target audience  professional  good as thumbnail  good as B&W, greyscale
  • 39. DIY Cover, or Hire Professional? • Unless you’re an expert graphic designer or cover designer, it’s best to hire • Email list@smashwords.com for low cost cover designers and formatters • It’s inexpensive: $50-$150 (Mark’s list) or under $300 elsewhere (still cheap!)
  • 40. Most of us design terrible covers As an experiment, I tried to create a cover. It was an embarrassment!
  • 41. So I Hired a Pro for $45.00 Send email to: list@smashwords.com for “Mark’s List”
  • 43. Metadata is information about your book • Metadata enables • Discovery • Sales reporting • Author payments • Some metadata you or your publisher will create • Some is auto-generated
  • 44. Metadata = Data About Your Book • Auto-generated post- publication: • Publication date • Reviews • Sales rank • People who bought X bought Y • People who viewed X viewed Y • Sales data • You Determine: • Book title • Contributors • Book description • Tags • Category • Price • Cover image • ISBN • Language • Formats
  • 46. Conversion = Turning your formatted manuscript into an ebook file readable on multiple ebook reading devices
  • 48. Ebook Conversion Options Conversion Options 1. Automated (Smashwords, Amazon) 2. DIY conversion tools (Calibre, Sigil, Adobe InDesign) 3. Hire ebook formatter/ designer/coder (Complex books)
  • 50. Pricing • Determine objective • Platform building, sales, or both? • If you publish multiple books, cover multiple price points to capture the most readers • FREE, $.99, $2.99, $3.99, $4.99+ • Non-fiction supports higher prices than fiction
  • 51. ISBN
  • 52. What’s an ISBN? • What it is: • Unique digital identifier • A 13-digit number • Helps supply chain communicate about book • Required for Smashwords distribution to Apple, Sony, Kobo • What it is NOT: • Does not connote ownership or copyright • Does not imply “professional” or “real” • Not a common discovery method
  • 53. Where to Obtain an ISBN • Go to Bowker.com • Expensive unless you purchase blocks of 10+ • Lists you as “publisher” in Books in Print • Go to Smashwords • FREE ISBNs
  • 55. Copyright Simplified • By publishing something you created, you have copyright • Copyright entitles you to an exclusive bundle of rights • The notation of © is optional • For best legal protection, go to Copyright.gov and register copyright online • Learn more at the Copyright Clearance Center at www.copyright.com
  • 57. Ebook retailers want indie ebooks
  • 58. Diversify your portfolio of retailers, avoid exclusivity, think globally
  • 59. Two options for getting your book on a retailer’s virtual shelves 1. Use a Distributor (such as Smashwords) • Upload one file, distribute to many retailers • Time-savings, consolidated payments and tax reporting 1. Direct to Retailers • Format for each specific retailer • Upload to, and manage each retailer separately • Sony, Diesel, Libraries require distributor
  • 61. Everything you need to know about piracy • Don’t worry about piracy • Obscurity is your biggest risk • Black hat pirates who steal your book wouldn’t have purchased it anyway • Most piracy is accidental – it’s enthusiastic fans marketing your book for you
  • 62. Irrational fear of piracy leads leads to obscurity • The only reliable method of piracy prevention is to NEVER PUBLISH • Anti-piracy measures such as DRM only limit availability, accessibility and enjoyment • Combat piracy by making your book easier to purchase than steal • Low, fair price • Broad distribution
  • 64. Traditional marketing isn’t as important as you think it is • Marketing is a catalyst, not fuel • Your book is your best marketing • Reader word of mouth determines your success • Viral catalysts amplify word of mouth • Build permanence • Focus on discoverability and platform building
  • 66. The Publishing Industry is in Flux. These changes will… Benefit Indie Authors Disadvantage Traditionally Published Authors
  • 67. YOU are the future of publishing
  • 68. YOU have a right to publish
  • 69. YOU are your own gatekeeper YOU decide when your manuscript graduates to published book
  • 70. Honor your readers Give them great books (and do it faster with lower prices)
  • 71. The task before you is not easy, yet…
  • 72. The Opportunity to Reach Readers Has Never Been Greater
  • 73. Free Ebook Publishing Resources • NEW! Secrets to Ebook Publishing Success (best practices of successful authors) • Smashwords Book Marketing Guide (how to market any book) • Smashwords Style Guide (how to format an ebook)
  • 74. Don’t miss Part II of this presentation: The Secrets to Ebook Publishing Success Learn the best practices of the bestselling indie ebook authors. View it now on Slideshare: http://www.slideshare.net/Smashwords/the-secrets-to-e
  • 75. Thank you for considering the future! Q&A Connect with Mark Coker and Smashwords: Web: www.smashwords.com Blog: blog.smashwords.com LinkedIn: linkedin.com/in/markcoker Facebook: facebook.com/markcoker HuffPo: huffingtonpost.com/mark-coker Twitter: @markcoker