Showing posts with label book publishing. Show all posts
Showing posts with label book publishing. Show all posts

Friday, June 27, 2014

what is the biggest media format globally?

Global dollars spent on media entertainment, including books, magazines, movies. music, and video games.



A lot of people will be surprised to discover that good old book publishing is larger than movies, magazines, video games, and music in the global media and entertainment industry.

The global estimates for book publishing include trade, educational, and science-technology-medical publishing.

With the explosion of digital publishing, there are those that have declared the "book is dead." But the oldest communication technology is still alive and kicking!

The data was gathered by Rudiger Wischenbart Content Consulting for the International Publishers Association 2013 report.

Monday, January 7, 2013

best selling books of 2012

2012 was a good year to sell books as an author if your last name was James or Collins.

The January 4, 2012, online of edition of Publishers Weekly has provided a chart with three bestseller lists, all dominated by Fifty Shades of Grey and The Hunger Games.

Bestselling Books of 2012
Nielsen Bookscan Top 20
Amazon Kindle Top 20
Amazon Print Top 20
1. Fifty Shades of Grey by E.L. James (Vintage)
1. Fifty Shades of Greyby E.L. James (Vintage)
1. Fifty Shades of Grey by E.L. James (Vintage)
2. Fifty Shades Darker by E.L. James (Vintage)
2. Fifty Shades Darkerby E.L. James (Vintage)
2. Fifty Shades Darker by E.L. James (Vintage)
3. Fifty Shades Freed by E.L. James (Vintage)
3. Fifty Shades Freed by E.L. James (Vintage)
3. Fifty Shades Freed by E.L. James (Vintage)
4. The Hunger Games by Suzanne Collins (Scholastic)1
4. The Hunger Gamesby Suzanne Collins (Scholastic)
4. The Hunger Games by Suzanne Collins (Scholastic)
5. Catching Fire by Suzanne Collins (Scholastic)
5. Catching Fire by Suzanne Collins (Scholastic)
5. StrengthsFinder 2.0 by Tom Rath (Gallup Press)
6. Mockingjay by Suzanne Collins (Scholastic)
6. Mockingjay by Suzanne Collins (Scholastic)
6. Fifty Shades Trilogy Box Set by E.L. James (Vintage)
7. Diary of a Wimpy Kid: The Third Wheel by Jeff Kinney (Amulet Books)
7. Gone Girl by Gillian Flynn (Crown)
7. Catching Fire by Suzanne Collins (Scholastic)
8. No Easy Day by Mark Owen (Dutton)
8. The Hunger Games Trilogy by Suzanne Collins (Scholastic)
8. Mockingjay by Suzanne Collins (Scholastic)
9. Killing Kennedy by Bill O’Reilly (Henry Holt)
9. Bared to You by Sylvia Day (Berkley)
9. Diary of a Wimpy Kid: The Third Wheel by Jeff Kinney (Amulet Books)
10. Fifty Shades Trilogy Box Set by E.L. James (Vintage)
10. The Racketeer by John Grisham (Doubleday)
10. No Easy Day by Mark Owen (Dutton)
11. Killing Lincoln by Bill O’Reilly (Henry Holt)
11. Reflected in You by Sylvia Day (Berkley)
11. The Hunger Games Trilogy Box Set by Suzanne Collins (Scholastic)
12. Jesus Calling by Sarah Young (Thomas Nelson)
12. The Lucky One by Nicholas Sparks (Grand Central)
12. Gone Girl by Gillian Flynn (Crown)
13. The Mark of Athena by Rick Riordan (Hyperion)
13. Defending Jacob by William Landay (Delacorte)
13. The Mark of Athena by Rick Riordan (Hyperion)
14. Gone Girl by Gillian Flynn (Crown)
14. War Brides by Helen Bryan (AmazonEncore)
14. The Official SAT Study Guide, 2nd Edition by the College Board (The College Board)
15. The Hunger Games by Suzanne Collins (Scholastic)2
15. A Game of Thronesby George R.R. Martin (Bantam)
15. A Song of Fire and Ice, Books 1–4 by George R.R. Martin (Bantam)
16. The Hunger Games by Suzanne Collins (Scholastic)3
16. The Innocent by David Baldacci (Grand Central)
16. Killing Kennedy by Bill O’Reilly (Henry Holt)
17. The Hunger Games Triology Box Set by Suzanne Collins (Scholastic)
17. No Easy Day by Mark Owen (Dutton)
17. Publication Manual of the American Psychological Association (Amer. Psychological Assn.)
18. The Casual Vacancy by J.K. Rowling (Little, Brown)
18. A Dance with Dragons by George R.R. Martin (Bantam)
18. Killing Lincoln by Bill O’Reilly (Henry Holt)
19. Diary of a Wimpy Kid: Cabin Fever by Jeff Kinney (Amulet Books)
19. 11/22/63 by Stephen King (Scribner)
19. Unbroken by Laura Hillenbrand (Random House)
20. The Racketeer by John Grisham (Doubleday)
20. The Help by Kathryn Stockett (Berkley)
20. Proof of Heaven by Eben Alexander (Simon & Schuster)
Nielsen/BookScan (week ending Dec. 30, 2012)
Amazon Kindle (as of Dec. 31, 2012)
Amazon (as of Dec. 31, 2012)


Thursday, September 22, 2011

calling all agents - a survey

I received a call from an agent friend today who wanted to know what percentage of the book projects I represent that I sell as an agent. Because agenting is a relatively small percentage of my business I let him know that I may not be the best source for feedback. But his question did get me wondering what agents are experiencing in what many consider to be a fairly tumultuous time in the book publishing industry.

I've put together a simple 5-minute online survey FOR BOOK AGENTS only. Please follow the link below to take the survey - and feel free to share the link with other agents. I'll compile results in the next two weeks and post a nonscientific summary - but all individual responses are anonymous and confidential.

Click here to take the survey now!

Friday, July 8, 2011

print sales continue to drop for books

Publisher's Weekly just reported:

The total unit sales of print books sold through the outlets whose sales are captured by Nielsen BookScan dropped 10.2% in the six month period ended July 3, falling to 307.1 million. Among categories, the biggest decline came in adult fiction with units off 25.7%, while mass market paperback had the steepest decline among formats with units down 26.6% in the period. BookScan totals cover about 75% of the outlets where print books are sold.

Is this yet another signal that the book is dead or should at least be placed on the endangered species list?

As someone who makes a living in the book publishing industry I continue to maintain an optimistic position on the future of the book, in part, because I don't define the book as a physical object.

I see no reason for hand wringing. Publishers need to keep their focus on what they can control and what matters most: great content. The distribution medium matters but is not paramount. The music industry fought Napster (rightfully) and electronic distribution (wrongly) for most of a decade - and lost control of its own packaging and pricing. I think the book publishing industry has maintained a much healthier point of view toward electronic formats from day one.

I like physical books - actually, love is the better word for it - but I'm not going to lose sleep if we sell more books as electronic editions and kill fewer trees in the process. One of the biggest benefits of selling e-books for publishers is fewer dollars tied up in paper and ink with all the inventory management issues surrounding that. The amount of time it takes to recoup a dollar of the investment that goes into publishing a book is long enough without making the irreversible commitment to a print quantity that may not dovetail with real demand. (Many publishers have built financial models around a certain percentage of their unit sales coming from higher priced hard cover releases, and that is changing the assumptions for other formats, so I'm not saying this change makes things easier in all ways. Change is hard.)

I'm strictly describing what I think is - not proscribing what should be. And no matter how strong Amazon is as a bookseller, I still hope the market will support a robust brick and mortar retail environment. (Borders might not agree that is possilbe - but we should know if their reorganization is Chapter 11 or Chapter 7 within days - or even hours.)

My personal prediction - more gut than numbers at this point - is that five years from now 35-40% of all books sold will be e-books (digitally distributed), which would mean the majority of books consumed would be on the ink and paper medium. I also think that projection would leave sales space for a strong retail store presence for those chains and some exceptional independents that incorporate an e-book strategy into their overall sales mix.

"The reports of my death are greatly exaggerated," said Mark Twain after hearing his obituary had been printed in the New York Journal.

The same can be said by and of the book.

Monday, November 9, 2009

the runaway pastor


I've worked in the publishing industry for more than 25 years now and have been blessed to have my hand on a number of bestsellers. I tried counting that exact number up the other day and I know I've missed a few - and maybe not accounted for some returns or remainder sales - but I think I've worked directly on at least 18 books that have sold more than a million units and somewhere close to 70 that have topped 100 thousand units. Okay, sounds like I'm bragging, but really, I want to make a point, which is: I have a fairly decent feel for what will work in the marketplace.

That's what surprised me so much about publisher response to a book I represented as an agent, The Runaway Pastor, by a friend from my college days. Responses were tepid at best - and there was definite resistance by some. A few thought it was written as a negative indictment of ministers, the ministry, and the church. One publisher even waggled a finger at me! LOL. I spoke with a few general publishers who weren't aware that anyone in America goes to church, so they weren't convinced there is a market.

I admit, I was a little worried when David first asked me to give it a read. I was afraid that I would find the material poorly written and would have to figure out a diplomatic way to tell him that. But the book was very well written, exceptionally well for a first time fiction author. But what I thought the book really had going for it was a raw - but kind - honesty that gave it a couple of amazing "hooks" for several audiences. Because one thousand ministers leave the ministry every month:
* I thought this book would strike a nerve with pastors - duh!
* I figured most regular church attenders have been impacted by this career exodus, and that would make it a book of acute interest.
* I assumed sociologists - particularly those who observe religious patterns in America - would find it fascinating.
* I was certain that professors at Bible colleges and seminaries - and others who provide academic and professional development for ministers - would consider this must reading for themselves and those they work with.
* I even suspected that some critics and skeptics of the church and Christianity might find the title intriguing.

Now I know the publishing industry is distressed and not as many books are being acquired - and new-author fiction has always been a high risk venture. But I still assumed this book proposal would sell quickly. I've got other projects that have been selling in short order. So when The Runaway Pastor didn't have a taker within three months, David and I got back together and decided I would put this out as a micro-publishing project under one of my imprint names. He made me nervous - again - when he said his wife Shelly could design the book cover. I've seen a lot of author-directed book covers in my day and many have been awful. But I think she did a bang up job!

So voila. The Runaway Pastor is now available on Amazon and I think it is going to do great over time. I think it may get picked up by a major publishing house. I think it will generate a lot of publicity. In fact, David got an extended note from one person who reviews books for ministers:

I read The Runaway Pastor word for word, cover to cover this weekend and as far as realistic fiction is concerned, the book is nearly too realistic. The book reads so well also, causing the reader, especially one who may be prone to run away from it all, to consider the outcomes of running, to consider the options of seeking help, to muster the courage to wake up and tend to his/her inner life, his/her marital life, his/her emotional life. The book is a wake up for the Church as well. To consider its expectations of pastors as real or hyper-unrealistic, to consider a pastors marriage as something to be cultivated, to consider a pastor's life as more precious than the goods and services the pastor offers. David Hayes, in my opinion, has a winner of a book which I hope helps pastors seek the help and guidance they need. The events surrounding Pastor Trent and his wife Natalie's brokenness are all too real.

I'm not going to give a spoiler on how the story ends here. Just let me say that this book is a great tale of loss and redemption. A very clever storyline. Always respectful of the church, the ministry, and a life of faith. By the way, David knows whence he writes of. No, he didn't run away from it all, but he did experience a significant bout of ministerial burnout - and survived it! In fact, he pastors a church today.

The nature of my business doesn't require that I give a sales pitches on this blog - so I'm not real good at this - but I would encourage many who read this to strongly consider ordering a copy of The Runaway Pastor from Amazon right now.

(Publishers who are thinking maybe they should take a look at this ... you know where to reach me! LOL)

Monday, May 11, 2009

Q: How well do book publishers and retailers work together?

A: Publishers and retailers work together well in some areas - but there is a huge disconnect based on competing self-interests that make it difficult to help each other succeed.

What makes for a successful retailer? More revenue than expenses, of course, but not just a simple profit and loss reckoning, but profitability within a biz model that includes a positive monthly cash flow. Healthy cash flow is achieved through healthy inventory turns. What are turns? For a bookstore that mean ordering copies of a title on payment terms (often 60- and more often 90-days to pay) and then hopefully selling those copies and getting money for them at the cash register before writing a check to the publisher. How likely is that to happen if you are stocking 200 thousand inventory items in a big box national chain? Not likely. But hot selling titles will hopefully push overall performance numbers up. But what happens if there's no new Harry Potter or vampire title to average in with the laggers (and even help them move more briskly because of increased consumer traffic) on the aggregate? What if you are a retailer and your inventory piles up to the point that you don't have the funds to buy new books (referred to as 'open to buy dollars')? Simple. You return slow-moving titles, of course. Store buyers place their orders with publishers (and/or distributors) based on projections of how many copies of a book his or her stores will sell in the first four to six weeks. How does the buyer come up with those projections? He listens to the publisher's sales rep give the key selling points, comparable titles, and publicity plans. He then combines the sales rep's projections with what his reports on the comps and his own gut tells him, and then places his order a couple weeks or months later. With the large chains the buyer will get a personal report card based on how well his titles met those projections. He has the further accountability of a finite dollar number in his corporate check book. Once that number nears zero without being replenished, his 'open to buy dollars' are done. So not only will he return books if they are not coming close to meeting forecasts, but he may be forced to return some borderline performing titles in order to have more dollars available to purchase a hot-selling title. To the publisher this feels like the retailer is paying his bills with returns.

The preceding paragraph sums up what is in a book retailer's best interests - and what their challenges are. What about the publisher?

A publisher feels like she will do well on a single title when she adds up pre-press expenses (cover and interior design and editing), manufacturing expenses, direct marketing expense, overhead, a return reserve (usually an aggregate percentage applied to each title that assumes not every copy printed will actually sell and will have to be disposed of as an overstock or remainer), and royalty expenses (including advance against royalties), and then subtracts that number from sales projections - usually three-month, six-month, and 12-month projections. How does she come up with those projections? She reviews the performance of comparable titles and considers the author's ability to help promote sales of the title to come up with her own number. She then shares her thinking with sales and marketing teams who will listen and agree or disagree in some measure and come up with their own projections. Different companies settle those differences in different ways. The publisher will do well on a single title in reality when the retail buyer brings in the number of titles projected (sell-in) and consumers buy enough copies of that title off the shelf (sell-through) to generate reorders. The publisher will get her report card on the basis of meeting or exceeding the original projections. She will do particularly well when overall sales pay off any advance against royalties and re-orders are frequent enough to keep inventory levels down (books sitting in a warehouse are like bananas - they can go bad overnite!).

The common success denominator for retailers and publishers is managing inventory levels. The retailer tries not to over order in the first place and is quick to return laggers. Both dynamics hurt the publisher who saves money on higher press runs and gets killed by returns. When publisher and retailer both get too conservative in order to combat this, another negative occurs. Stock outs. What happens when a customer comes to the store and the book he is looking for isn't there? She forgets about it - or if he is persistent, he orders it online and waits for it. That kills brick and mortar retailers. Another less obvious impact of conservative buying patterns is the lack of merchandising. There was a day when you would walk into a bookstore and there would be numerous titles stacked high to capture attention and send the message that this was a book that just had to be purchased. With a few notable exceptions, like the afore-mentioned Harry Potter example, title emphasis is more subtle - and much easier to miss (or ignore).

Two relatively recent technological developments that are helping publishers more than brick and mortar retailers are print-on-demand and the e-book. Print-on-demand vendors provide a pretty high quality book (and the print quality is getting better all the time) - though without bells and whistles like foil and embossing - overnight and at a reasonable price. Not as good a price as printing 100 thousand books on an offset press, but a good enough price that beats the heck out of an excess inventory fall bonfire! An e-book is never out of print. Add those two dynamics together and any book is technically available within 24-hours to a retailer or individual consumer without the risk of large print runs.

But back to the publisher-retailer relationship. Even print-on-demand can't totally mitigate the damage to performance numbers that occurs because the two parties have conflicting interests when it comes to inventory management.
Is there a solution? If you follow the financial reports of major publishers and retailers, neither side of the equation is doing well enough to give much in the give and take of business.

The solution for the author who wonders why his or her book isn't selling like it should is to look in the mirror and ask him or herself what he or she can do to build demand. The book publishing and selling environment isn't currently emulating the Fields of Dreams. Just because you wrote it doesn't mean it will sell.

Friday, May 1, 2009

Q: What must I do to copyright my writing?

A: Nothing.

The moment you write something original in idea or expression on the back of a napkin, in your journal, or any other sheet of paper (or any other textile or surface) - or input it into your computer, you own the material. Unless you sell your copyright to someone else (i.e. a Work Made for Hire Agreement).

Outside of that nebulous area called "Fair Use" no one else can publish your material without your permission. You created it; you own it. When publishers offer you a book contract (and "book" is very inadequate term to convey what they want), they are purchasing your permission to own exclusive sales, distribution, territorial, and publishing rights to your material. Publishing rights means they have all control over the printing of your work, whether on paper with ink, whether in audible voice, whether in dramatic presentation, whether in workbook form, whether in electronic medium - or in any other medium that exists now or will in the future exist in all the universe. And so forth. (Get the idea?)

But YOU will still own the copyright. It is your intellectual property. You just can't do anything with that property. Unless you reserve certain rights, you no longer are allowed to do anything with your material that is no allowed by your publisher. If you want to donate three chapters to your church for a ministry booklet, that's fine - if and only if it's fine with the publisher.

One of the classic historic battles between writers and publishers was over copyright ownership. Even into the 90s (and yes, this Century), many boilerplate contracts indicated that the publisher was acquiring ownership of the copyright and that the book would be copyrighted in the publisher's name. That battle is mostly over, with most publishers agreeing to register a book with the U.S. Copyright Office (or the country of origin) in the author's name.

But I thought I didn't have to do anything to copyright my work? Why would a publisher go to the trouble?

There are some smaller publishers who actually don't go to the trouble and in most cases, it won't be a big deal. It won't change the legal standing to the work. But registering the material is an action that conveys a publisher is going to protect the copyright, which is a huge issue.

Protecting copyright is the source of much acrimony and confusion in the world. As an example, I lived in a city where a local high school copied a university's trademarked logo (a trademark is different than a copyright, but you get the idea) for their football helmets. The university, after learning of the violation after several years of use, issued a cease and desist letter. The moral outrage and outcry by supporters of the high school team was loud and sometimes vicious - and wrong. If the university had not protected their trademark in this instance, they would lose the ability to control something essential to their identity and possibly lose millions of dollars in licensing fees in the future.

Does that mean you can't let others use your material? Of course not, but I wouldn't recommend it without requiring proper attribution, including the (c) designation with your name. In a church bulletin? Yes. As a chapter in someone else's book? Definitely. If you don't protect it that way, why would a publisher offer you money for it at a later date? Be generous all you want, but be consistent in protecting your ownership.

Bible publishers have done a good job of granting generous permission for authors and organizations to use the material from their translation, in many cases at no charge, but always with the requirement of proper attribution and copyright notification. Outside of the King James and a few other public domain translations, there will be specific guidelines set forth in the front matter of your Bible or on the publisher's website. Check it out as a good case study.

There are a host of subplots surrounding the topic of copyright. I've already mentioned Fair Use, which deserves its own blog and is still too slippery to nail down. There's subrights issues, international and U.S. differences on the term of a copyright, tricks for extending copyright beyond its expiration date, review rights, Work Made for Hire issues, serial rights, and other nuances. This blog is in no way exhaustive, but is at least highlighting one simple application for you as an aspiring published author: protect your property.

How? You don't have to put (c) Your Name on all your work. But why not do so anyway as an initial precaution. Make sure you establish when you created your work in case someone claims that you borrowed or stole from them. Let others enjoy and use your work before you are able to turn it into a payday, but only with proper attribution and notification - and any other conditions you would want to stipulate. And when you have a publisher ready to buy your work, make sure you understand exactly what you are selling. If you are a new author, the publisher is going to want to buy all rights from you to make sure he or she can "exploit" those rights in any way necessary to make your deal profitable for both parties. (Exploit sounds awful but it's not a bad word in this context!)

The small things can save you big problems later. If you think disagreements over physical property gets brutal, wait until you see a fight over something that is a product of the mind!

Thursday, April 30, 2009

Q: Do I need an agent to sell my book proposal?

A: It depends.

This is almost like me asking you if I need a realtor to sell my house. Okay, in light of the current housing market, that might not be a very nice parallel. But then again, a quick look at the publishing industry might make that comparison even more apt. But back to the question and topic.
In the "old days" of publishing, let's say prior to 1990, there was a common publishing phrase that referred to an unsolicited manuscript that was sent to a publisher as something that "came in over the transom." (A transom is literally a hinged window over a door. Think of the book return slot at a library.) In other words, a writer sent in his or her manuscript to a mail drop, which then ended up in one of several 4-foot high stacks in a junior editor's office, and which after six or seven months of collecting dust was either rejected with a form letter - or voila, it got discovered and published. One way many publishing companies handled submissions that came over the transom was to hire college interns to sift through hundreds or thousands of manuscripts over summer break and separate the winners from the losers.

Many publishers were still leery of agents in the mid-90s. (Many still are.) Since acquisitions is the lifeblood of publishing, they preferred to take the initiative and go find someone with a marketing platform to promote their own work; if that person couldn't write, the publisher would help them write it with a ghost writer or collaborator. If an author didn't have a platform but had exceptional verifiable credentials - for example a professor at a university with a reputation for expertise in a particular discipline - the publisher would still take the initiative. Both of these and many other scenarios still happen all the time but even when the publisher is responsible for basic ideation, it is more common to work deals through an agent. And next to never over the transom.

The worry for publishers back in the "old days" was that once an agent was involved, he or she would demand too much money up front as an advance and too much in royalty rates and thus damage the economies of publishing. (Okay, the publishers were right on this point for many deals.) But even with that concern, sometime in the mid and late 90s, agents went from being a luxury for big name authors who wanted to sell projects to one of the big publishing companies, to a near necessity for almost all writers interested in placing a project with almost any size publishing house.

Today, many publishers will no longer receive unsolicited manuscripts from authors. They prefer and require agent involvement. In a sense, the agent, for many publishing companies, has become a way to streamline the acquisitions process - and maybe even reduce head count. (In other words, the agent has become the primary acquisitions editor for a lot of publishers.) The hardcore, full time, certified agent - and yes, there are many former editors and other publishing staffers who moonlight at agenting - earns his or her commission (more often 15%, up from 10% even a decade ago), along with a trustworthy reputation that opens doors to a variety of acquisitions editors and publishers, by carefully screening authors and projects and vouching to the publisher that the author can deliver both great material and can help market it.

What does this mean for the aspiring author? It means that finding an agent who will represent your work can feel - and be - as hard as selling the project.

So, do you need an agent? The answer is YES, if ...

1. You don't have inside connections with one or more publishers who are already disposed to buying a project from you.

2. You haven't been approached by a publisher to write a project, which is a dream come true for anyone who has toiled with speculative work (you still might be better off with an agent if the deal seems fishy in some way).

3. You don't have a large established platform (connection to a well defined audience that is motivated to buy from you) whereby you can guarantee a certain number of sales. (Some publishers will make a deal with this kind of author if the author commits to buying X number of copies, which becomes part of the contract. Some authors, particularly if they speak to large audiences, will then determine that they'll make more money self-publishing.)

4. You want to be with a larger publisher (not necessarily the right option for every author or project) that will present your work to bookstores and other retailers. (I have a friend who has sold more than 1 million copies of his self-published book. He still feels disatisfaction because the books he did with big time publishers did not do well in the trade.)

5. You have a big idea and a big audience that loves you, but don't know the first thing about book publishing and aren't really fond of writing.

That list isn't close to being exhaustive and even if you can turn each point around and answer it conversely, you still may not need or want an agent. And acquiring the services of a well connected agent who really believes in your work is no guarantee that your work will be purchased by a publisher at all, much less at terms that feel reasonable to you. Plus, today there are many more professional quality self-publishing options available to the aspiring author. You can even go on the internet and typset and design a cover for your own book with a service like lulu.com.

So do you need an agent? Unless you have the ways and means to sell a self-published work or have incredible connections within the publishing community, the answer is probably yes. I'd wish you well in finding the right agent for you - but I'll save that for another post!

Wednesday, April 29, 2009

Q: Why won't a publisher read my manuscript in a timely fashion?!

A: A better question might be this: Why should he or she give two or three hours in his or busy schedule to pore over what you've written?

Let's start with the simple reality that most of the publishing world is situated in a low demand, high supply section of the supply-demand curve. That means publishers must deal with the fact that we publish more books than there are interested readers. You, the writer, are likewise part of a supply group that is sending more manuscripts than a publisher has demand for in his or her world of limited open slots.


Note that the third variable in the SD Curve is Price. High supply + low demand = low price. Price, for you the aspiring author, is the publisher's motivation to read your manuscript. Don't get mad that the price you can charge is low, just understand it and do what you can to change something on the graph. Incidentally, I know a lot of publishers and acquisitions editors who are very nice people and would love nothing more than to encourage and help you. Those who spend a lot of time doing this, however, tend to be ex-publishers and ex-acquisitions editors. It doesn't pay the bills nor justify the salary.

Publishers aren't looking for more manuscripts to review but we've got to publish something, so unless we have a strong cadre of proven authors signed to long term deals we do want to read the right ones. (See my blog on whether you need an agent to round this discussion out.) What makes a manuscript the right manuscript? Bottom line: It offers something unique and compelling to a well defined audience. If you can't articulate in a sentence or two what makes your book special for a group of readers that the publisher has some history or means of reaching, then an acquisition specialist probably won't sort through your material to develop your "elevator speech" for you. Let's break down the components of the sentence that is set in bold face.

1. Articulate: Is your sales pitch as well articulated as your manuscript? (Both are well written, right?)

2. In a sentence or two: When you skim book shelves or magazine contents or advertisements or any other message, how long do you give it to catch your attention? Five seconds? I doubt it. Why would you expect a publisher to be any different than you, particularly since he or she knows that the finished book will have the same requirement to nab attention in a second or two put on it by consumers. Hint: There's something that goes on the cover of a book that serves as the best sales pitch available. (I'll address titling and subtitling in a future blog.)

3. What makes your book special: If you have quoted someone elses work in every chapter, there's a good chance your book is not needed. If you haven't created something with a new angle, a new discovery, a new application, a new character, a new anything that is important and compelling - why bother?

4. For a group of readers: Chances are your book idea will not appeal to everybody. So bold assertions that millions will want to pick up this book is a real turn off and indication you haven't thought through who will actually take the time to look your book over and purchase it. Better to be honest about the size of the group that your book appeals to.

5. That the publisher has some history or means of reaching: Textbook publishers don't effectively market to fiction readers and fiction publishers don't do a good job of marketing to preachers and ministry publishers don't tend to reach romance enthusiasts and so on! When you determine who to send your manuscript to, make sure that the publisher has published comparable titles.

This Q/A is as philosophical as it is practical. It's about helping you measure your expectations and understand why the process is frustrating without getting to frustrated. I'll come back to the major points of a good book publishing proposal (because whether or not you hire an agent, you're going to be the one who has to write it!), which will have significant overlap.

Okay, back on topic. Why won't a publisher just read your manuscript and proposal? Don't blame him or her. You haven't yet articulated a concise and compelling reason to do so.

Q: My book has not sold very many copies. Can I get rights back based on poor sales performance?

A. Not without some help. Take a look at your publishing agreement to see if there are sales performance requirements written into the terms. But if you don't find a suitable condition, you can still ask your publisher nicely.

Most publishing agreements have several provisions that allow you to get your publishing rights back.

First, most agreements have a time frame within which the publisher must publish your work after