Print On Deman Creates Options for Writers

The Print on Demand technology has given writers the freedom to take total control of their work. No long bound to publishers’ demands and limited expectations, writers can affordably publish their own work, circumventing both traditional and POD publishers all together. With the willingness of distributors to widen their standards, smaller publishers now have access to brick and mortar stores as well as the online shops. The internet not only makes marketing and promotion accessible and affordable, but it gives authors and readers greater access to each other.

Print on Demand or POD is the printing process that is capable of producing one book at a time for a relatively reasonable price. The printing process opens alternative options for authors to not only get their work into print, but to control the business end. By becoming their own publisher, the writer is able to manage the pricing and discounts of their work as well as maintain creative discretion. No longer do the private tastes of an editor stand between the author and the reading public.

Ingram is one of the widest know distributors in the country. However, they will not work with a publishing house that has less than ten titles in print. For a new publishing house, this can be a temporary obstacle. They do however have a list of associated distributors who will represent books from smaller publishers. The site address for the list is:
http://www.ingrambook.com/new/distributors.asp. Each of these distributors have their own standards and genres that they represent. Some of which require an exclusive contract for each book. For a fee, these distributors also provide a wide range of services from editing, promotions and marketing advisors.

Whereas there are limited amounts of distributors, the list of POD printers is rapidly growing. By Googling the “print on demand printers”, the writer can find an impress of list that varies not only in price but also in services. Lulu Publishing (www.Lulu.com) provides printing services without set up fees; however, their distribution is does not have the availability of Ingram, so it is more difficult to get into brick and mortar stores. Cafepress (www.cafepress.com) provides a similar service with equal distribution issues. However, if an author only needs a few copies or intends to sell solely online, both of theses services are inexpensive ways to get a book in print. Other POD printers are also available. The difference is that they not only charge set up fees, but they also provide other printing options. Lightning Press (www.lightning-press.com) is only one such printer who will provide professional printing services for reasonable prices.

No matter which printer is chosen, the author will have to provide all their materials print ready. The cover needs to be at least 300 DPI and be formatted correctly to include the full cover including the spine. The text will have to be typeset for the for the appropriate size and margin settings. Valkyrie Publishing provides the technical support for authors who decide they want to publish their own work. Their services include typesetting and the creation of custom book covers. The author maintains all right and profits from the work. Valkyrie Publishing only provides the technical service to make the work printer ready. For more information, email Valkyrie@theresachaze.com.

In addition, the author will have to provide his or her own ISBN number. The ISBN is the International Standard Book Number (ISBN) that uniquely identifies books and book-like products published internationally, however the standard has been update to a 13-digit number. No matter what some publishing house advertise, ISBN numbers cannot be legally transferred or sold to individuals. The number is permanently connected to the publishing house. However, there is an option to buy individual numbers. For those authors who are planning to publish multiple books the cheapest option is to buy a block. Ranging from 10 to 10,000, the cost per number radically drops as the quantity increases. When a writer provides the ISBN number, it remains consistent no matter which printer or distributor works with the book. R. R. Bowker (www.isbn.org) is the exclusive US source of publisher prefixes and accompanying ranges of ISBN numbers for eligible publishers. They will also create barcodes for a fee. There are also barcode generator programs available; in addition, by doing a search on the net, the writer can find sites that will create the barcode for free.
Bookstores and chains are looking for quality books that are reasonably priced, with a good discount, and are returnable. These four qualities make it easier for a new author to find shelve space, which increases the probability for sales. Although online sales are increasing, the majority of book sales are still made in brick and mortar stores. Making the book returnable will not guarantee placement, but it will increase the number of stores who will be take a risk on a new author.

Whether traditional or POD, a beginning author does nearly all of the marketing and promotions. In order to be effective, the author has to not only find a niche market, but has to create brand name for her or himself. The niche market is the target market that you are seeking according to genre, age, gender and interest of the readership. Creating a brand name is creating a strong connection between the author and the target audience. In the past, traditional publishers placed ads and arranged for reviews. These are both still important venues; however, the internet has opened up many different options. Blogs, vblogs, and homepages are only three opportunities to attract readers. Online groups, chat rooms, and message boards are not only places to promote your work, but it is a great way to make connections with like minds. To just jump in to just do an ad, will annoy people. However, if you participate in the conversations, you will not only meet interesting people but allow them to see the author behind the words thereby creating an interest in you work. By creating cooperatives, such as blog rolls, you help other writers while increasing you readership. Dorothy Thompson of Pump Up Your Book Promotions (http://www.pumpupyourbookpromotion.com/) is a full service online book promotion agency who can show you how to sell books without leaving the comfort of your home. They specialize in virtual book tours and video book trailers.

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