Table of Contents

List of Tables and Forms xi

Foreword xiii

Preface to the Fourth Editon xvii

Acknowledgments xix

Introduction xxi

I The World of Publishing 1

1 C³-Commitment, Consistency, Credibility 3

2 The Publishing Environment 7

II Managerial Organization: Strategy and Techniques 19

3 Define Your Niche 21

Research, Research, Research-Look Before You Leap 22

Who Is Your Market and Who Is the Competition? 26

Develop a Clear Vision: The Mission Statement 29

Organization Chart 33

Job Descriptions 34

4 Make Planning Primary 47

Setting Goals and Objectives 48

Budgeting 53

Cash Flow 59

Income Statements and Balance Sheets 69

Create a Board of Directions 81

5 Keep Your Staff Lean (But Not Necessarily Mean) 83

6 Protect Your Assets 91

Cash and Accounts Receivable 92

Intangible Assets 93

Copyrights 95

Contracts 100

Trademarks 102

III Functional Organization: Strategy and Techniques 103

7 The Editorial Process/Content Management 105

Editorial Category Planning 105

Comparative Book Template and Review 110

Editorial Acquistion 114

Editorial and Proposal Meetings 117

Title Profit and Loss Statements (Title P&Ls) 119

Contracts 132

Contracts Analysis Form 147

Title Fact Sheets 147

Let the Industry Know About Your Book 150

Managing and Revitalizing Backlist 154

Every Editor Should Be a Sales Manager 155

Evaluating Editors 157

8 Production and Manufacturing 163

The Production Schedule 164

Production Meetings 167

Production Checklist 168

XML 168

Costing and Estimating 170

Money-Saving Tips 175

9 Sales . . . and More Sales 179

What Sells Books and Who Buys Them? 179

Distribution: Optionsand Issues 181

Sales Budgets 188

Title Launch Meetins 190

Pre-Sales Meetings 192

Sales Meetings 193

Analyzing Your Sales 197

Marketing Plans 204

Publicity 206

10 Subsidiary Rights 227

Book Clubs 229

Pricing for Book Clubs 236

Serial Rights 242

Foreign Rights 243

Foreign Rights Agents 250

Mass-Market Rights 251

Tracking Sub-Rights Sales 253

11 Direct Response Marketing: Internet 101 261

Develop a List of Targeted Prospects 262

The Package 267

The Economic of Direct Response Marketing 269

Tracking Your Sales 272

12 Operations, Fulfillment, and Accounting 275

Electronic Data Interchange 277

Accounts Receivable and Cash Flow 278

Publishing Software 281

Warehousing and Shipping 287

13 Electronic Publishing and Marketing 291

E-books 292

Print on Demand 298

Digital Business Models 303

Internet Sales Methods 306

Setting Up Your E-commerce Capability 324

Analyze Your Sales and Site Results 330

14 Returns 337

Reasons for Returns 339

Other Return Issues 346

How to Reduce Returns 347

Analyze Returns to Control Returns 352

Conclusion 355

Appendix 359

Index 367