The publishing process involves several steps by the publisher to determine if a project is worthwhile and how to promote and distribute it. The publisher must decide if there is an audience for the proposed work, analyze costs and potential profits, acquire rights to publish through a formal agreement, provide substantive and line edits, design packaging and marketing plans, hold sales conferences, do pre-publication marketing, oversee production and distribution, conduct post-publication consumer marketing and promotions, and do a post-mortem review. The goal is to find compelling projects that can be profitably reached and sold to interested readers.

1. How to Think
Like a
PUBLISHER

2. An Overview of
the
Publishing
Process

3. Mark
“M.K.”
Gilroy
BOOKVLOG

4. ACQUISITIONS
THE PUBLISHER ASKS
Have we found something unique and
compelling? Is there an audience for the
proposal?

5. MOST IMPORTANTLY:
Can WE reach those who will
be WOWED by the project?

6. COST ANALYSIS
THE PUBLISHER DOES A LITTLE MATH
Projected units (after historical returns rates)
net receipts (price − discount ) − costs
(prepress + sales & marketing + overhead) =
PROFITS

7. What are the margins?
Is the project worth it?

8. THE AGREEMENT
THE PUBLISHER offers terms (advance and
royalty rate; buy back terms; etc.) to purchase
full and exclusive rights to publish in all forms
and media what the author has created.

9. Intellectual Property Rights can be
litigious and nothing starts until
rights are secured.

10. SUBSTANTIVE EDIT
THE PUBLISHER REVIEWS CONTENT
FROM A MACRO LEVEL

11. What’s missing? What should be taken
out? What’s out of order? What doesn’t
make sense? What is inconsistent?
(The author usually has more work to do.)

12. LINE EDIT
THE PUBLISHER edits the grammar, syntax,
spelling, and punctuation, one line at a time.

13. PACKAGING
A PUBLISHER creates a cover and
interior design that fits the genre and
tone of the work.

14. SALES & MARKETING PLAN
PUBLISHER outlines the month-by-month
activity – publicity, advertising, placement
programs, social media – with costs.

15. How are we going to promote and
sell this thing?
“We” includes the author.

16. SALES CONFERENCE
PUBLISHER holds a formal or informal “hand
off” to sales team 4 to 6 months before
publication date.

17. Features – Advantages – Benefits
Marketing Plans
Metadata
FINAL product information – specs, retail
price, sales blurbs, category, cover
design, etc.

18. PREPUB MARKETING
PUBLISHER begins promotional activities to
put book in front of media (reviewers,
bloggers, influencers) 3-5 months before
the book releases.

19. FINAL PROOFING
PUBLISHER (and author) review
final cover and interior files yet
ONE MORE TIME!

20. PRODUCTION
FINAL PUBLISHER reviews bids and uploads
PRINTER READY FILES to manufacturer
and eBook distributors.

21. CONSUMER MARKETING
PUBLISHER’S marketing activities focus
on readers shortly before and as the book
releases.

22. Most dollars will be spent through sales
accounts.
This is when savvy authors kick into high gear
and promote like crazy.
Many projects are purchased because of the
author’s marketing platform more than their
initial proposal.

23. BOOK LAUNCH PARTY
PUBLISHER and AUTHOR invite media,
influencers, friends, and fans for a well-
earned party.

24. POST MORTEM
6 months after publication the PUBLISHER
holds a formal evaluation of all aspects of
the project.

25. What went right? What went wrong?
What have we learned?

26. By the way, did you learn anything from this
simple overview of publishing?
Any lessons for your business?
As an author?

27. Mark Gilroy is a long-time publisher and
author of the Kristen Conner Mystery Series.

29. For More Information
visit
www.mkgilroy.com

30. www.facebook.com/MKGilroy.
Author

31. A Sydney Lane
Homemade Production

32. © Mark Gilroy
Creative LLC