The term ‘publisher’ has two meanings. On one hand, it refers to a person responsible for managing and running a publishing enterprise, or for getting material published. On the other hand, the term publisher can refer to the publishing enterprise itself. These enterprises include small book publishers and large publishing houses, magazine publishers, desktop publishers, e-zine publishers, self-publishing enterprises, and non-profit organisations involved in publishing, such as universities, galleries, professional bodies, community groups.
Each publisher will answer the question, “What to publish?” differently. Some establish a limited repertoire of publication activities, focusing on academic books, novels, westerns, romance novels, text and educational books, informative or self-help books or material on specific topics such as health and wellbeing, ostrich farming etc., fashion or gardening magazines, music scores etc. Other publishers will engage in a wider range of activities, publishing books, journals, monographs and newspapers in their different branches. The nature of the publishing enterprise will determine what kinds of texts they will publish, and how they choose which texts to publish.
The nature of the enterprise can also determine the content, format, quantity and quality of its publications. For instance, a grass-roots publisher might offset low budget and limited readership with low grade paper and no or few colour photographs. A larger, wealthier publisher, on the other hand, might offset the cost of quality materials, many colour photographs, and flashy, glossy format with high retail price and by aiming for a much more general, larger readership. While the more popular and expensive magazine features mostly general interest, light reading to attract an ever-larger audience, the grass-roots magazine may feature specialist articles and lots of personal stories to develop a loyal though small audience.
DECIDING WHAT TO PUBLISH
Publishing is a business and, like any business, can be either profitable or unprofitable. The initial choice that faces any publisher is what to publish. This relates not only to the content of the publication, but also size, format, quantity and commercial potential. Most publishers apply restrictions on what they will publish, minimising the danger of over-extending their resources (physical and intellectual) or harming their reputation by producing inferior products in some areas. Some choose to focus on certain categories of writing, and to build their business by producing a limited but quality range of products (such as children’s books). There can be considerable market value in growing a reputation as a publisher of a certain kind of book (or journal or newspaper).
Each time a publisher confronts a new manuscript or idea for a publication, he or she must decide whether or not to publish it, even if it was commissioned. While personal taste will probably influence the publisher’s decision (consider how many best sellers were repeatedly rejected by unimpressed publishers), the decision will also be based on some basic, practical questions; among them, how closely the manuscript (or article) aligns with the publisher’s standard criteria and requirements. Market analysis helps a publisher make these kinds of decisions.
Factors that influence the decision of what to publish
Some of the factors that a publisher might consider when deciding which proposal to act upon or which manuscript to accept are discussed below.
Genre or type of writing
Some questions that publishers ask when deciding what to publish are related to genre: What is the purpose of the publication …to entertain or inform? What is its subject? For instance, is it:
Within these broad categories are more specialised categories of writing or genres and their different sub-categories. For instance, under the genre “novel” are included historical novels, romance novels, westerns, fantasy novels, science fiction (sci-fi) novels etc. Some questions a publisher might need to answer when choosing what to publish are: Is this genre relevant to our organisation? Is it consistent with our image and our overall goals? If it is, does this particular work meet our standards and criteria for that genre? If not, what are the risks and benefits of going outside our usual boundaries, and is this work worth the risks?
Most publishers are involved in several genres, especially as publishing becomes a multimedia industry. This kind of diversification can be quite profitable, as it spread the potential risks over a wider area. Eventually, most publishers will develop a list of publications consistent with their overall image and style. Other publishers will concentrate their resources on one genre, such as romance novels, text books, or news, meeting the needs of a particular niche market. Some may focus on quality publications, others on quantity, producing lots of low-quality, low-cost books, while some very large publishers may produce different kinds and qualities of publications.
How Do You Become a Publisher?
In the past, to get started as a publisher, it required a much larger investment than today. Most publishing involved costly artwork and printing. Even if a new publisher could create their own intellectual property; or find authors who would work purely on commission (without advance payments); the cost of producing even one publication was beyond the reach of most individuals.
Today, the internet has changed all that though.
It still requires an investment in time, and a certain level of knowledge and skill to get started; but it is feasible for almost anyone with knowledge, education and persistence, to enter the world of publishing. From humble beginnings, perhaps publishing a newsletter on the internet, it is possible to have a chance of building your own publishing business; large or small.
Where Do You Start?
1. Talk to us at ACS. We have been involved in publishing for over 30 years. Our principal (John Mason) has been editor for four print media magazines, he has worked with several international book publishers, and the school itself has published many books (print and e books) and ezines. We provide a free counselling service that allows you to communicate and get advice from experienced professionals (click here)
2. Study a publishing Course. A good place to start is Publishing I (click here)
