Key Decisions in Self-Publishing: Empowering Authors to Navigate the Market

1. Key decisions in self-publishing Associate Professor Alison Baverstock, Kingston University University of Leicester, 9th May 2015

2. Plan for this session • The first key decision is deciding to go ahead • Information to build the confidence of authors • Understanding why changes in the market are significant – and the opportunities that now exist • Considering the decisions involved in business development • Guidance on putting your resource network in place

3. Research into self-publishing • Baverstock, A. (2011) The Naked Author, Bloomsbury • Baverstock, A. (2011) ‘In depth – self-publishing’. The Bookseller • Baverstock, A. (2012) ‘Now that self-publishing offers everyone a potential platform through which to share material, who (if anyone) is bearing an associated responsibility for ensuring the contact made available is fit for dissemination?’ Proceedings of Annual International Conference of Journalism and Mass Communications, December 2012 • Baverstock, A. (2013) ‘Why editors are now learning to love self-publishers’, Editing Matters , Society for Editors and Proofreaders • Baverstock, A. (2013) ‘Why self-publishing needs to be taken seriously.’ Logos, Journal of the World Publishing Community, Brill, 23, 4 • Baverstock, A. (2013) Ten ways self-publishing has changed the world, The Guardian blog • (www.guardian.co.uk 90 recommendations; 1,121 Facebook shares, 45 comments, 729 Tweets) • Baverstock, A. and Steinitz, J. (2013) ‘Who are the self-publishers?’ Learned Publishing, 26, 3 (July). • Baverstock, A. (2013) The geography of publishing: the changing view from the author’s window. SHARP (Society for the History of Authorship, Readers and Publishing) conference, Philadelphia (July) • Baverstock, A. and Steinitz, (2013) J. ‘What satisfactions do authors gain from self-publishing? Learned Publishing, 26, 4 (October) • This paper also accepted by International Conference of the Book, Regensburg, October 2013 • Frankfurt Book Fair, October 2013, 2014 • Westminster Forum Conference on the publishing industry, November 2014

4. Self-publishing means taking personal responsibility for the management and production of your content.Baverstock, 2011

5. Self-publishing means taking personalresponsibility for the management and production of your content.Baverstock, 2011

6. Those engaged in self-publishing are from a specific sector of society (and a low educational level) It is a measure of last resort and delivers no satisfaction The difference between publishing and self-publishing is the presence of an editor This is echoed by work done within the University of Leicester in 1981 and on early 18th century self-publishing in the US Building the confidence of authors: research has overturned popular understanding that:

7. Self-publishing is undertaken across demographic spectrum

8. Satisfactions with self-publishing are consistently very high AverageRating 4.6 4.5 4.24.1 Scale 1 / Low Scale 5 / High

9. Self-publishing does not necessarily mean ‘going it alone’ Significant uptake of related publishing services: Of 2nd research cohort: 59% used an editor 21% used legal services 26% used marketing support Current research is into the role of the freelance editor

10. Up to now publishing has been mostly evident when absent. Understanding of the industry is now opening up – this will hopefully diversify participation and widen involvement Fragmentation of the media means the market is unpredictable and hard to reach – author involvement is needed Opportunities to buy are becoming much more diverse Many new opportunities for author development are emerging; the processes of mediation are changing The author with experience of self-publishing is empowered Understanding why changes in the market are significant – and the opportunities that now exist

11. Considering the decisions involved in business development

12. Considering the decisions involved in business development • Customer segments • Value propositions • Channels • Customer relationships • Revenue streams • Key resources • Key activities • Key partnerships • Cost structure

13. Considering the decisions involved in business development • Customer segments • Value propositions • Channels • Customer relationships • Revenue streams • Key resources • Key activities • Key partnerships • Cost structure

14. Specific difficulties for writing as a business model: • The ‘significant activities’ are crucial – without content you have nothing • Writing for a market can lack heart • Quirky writing for yourself can create a market e.g. Curious Tale of the Dog; Eats Shoots and Leaves • You have to sustain yourself financially while doing the writing – very long lead times • The difficulties of sustaining a creative practice

15. Is it finished? How can you tell? Who can help you decide? Accessing publishing services – all contracts require close attention to detail before signature The various roles of the editor – shaping before finalising text Production – needs to match your intentions and ambitions Marketing and dissemination – are only parts of the process if you choose them to be Establishing a resource network to support your self-publishing journey

16. Take your time. This is not a race. Just because you can share immediately does not mean you should Ensure the content is as good as it can be before sharing Think strategically about your goals – what are you trying to achieve, for whom and by when? Effective publishing is harder than it looks Creating content needs a different hat from marketing yourself Ten top tips for would be self-publishers

18. 6. You need to value the time of your audience as well as their money 7. Research your options but enjoy the choosing 8. It’s a learning process 9. You are gaining proof of concept. Use this to decide whether you want to be a publisher, a writer – or both? 10. Taking responsibility is significant. Congratulate yourself on having the gumption to do this – and feel conscious of your enhanced role Ten top tips for would be self-publishers

19. Questions?