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The following article appeared in the November,
2002, issue of The Quill & Quire article was titled: The Self-Publishing Plunge |
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MEWSINGS/MUSINGS |
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The following article appeared in the November,
2002, issue of The Quill & Quire article was titled: The Self-Publishing Plunge |
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Over many years as a teacher and mentor, I've warned other writers about self-publishing. "Do you have a substantial amount of money to invest?" I'd ask. "How much do you know about marketing?" "How will you fill orders and handle distribution?"
So my own plunge into self-publishing was carefully considered. I already have two books which sell steadily, and since one is a guide to low-cost publicity, I'm certainly a savvy marketer. So with a careful plan, I dove into the deep end of the pool with my third book, "Mewsings/Musings," launched a year ago.
My timing was perfect, although I didn't realize it then. I financed this venture by cashing in a poorly-performing mutual fund. Then, right after the stock market tanked, a frightening scenario developed in the publishing world. As Stoddart/General collapsed, leaving unsold books languishing in warehouses and royalties in limbo, it was clear that authors and small publishers were going to take the worst hit. Even writers who had signed contracts with a now-defunct publisher found themselves in deep water.
But I knew none of this before I made my decision. My reasons were simple. I had a specific concept, which I wasn't sure would make it through all the levels of decision-making at a large publishing house.
I have long believed that unless a book is particularly timely, a long, slow rollout is much wiser than the usual big splash and grueling book tour which then trickles down to nothing after a month or two.
There were other reasons for doing this myself. When my first book was published, I discovered that I was the one doing the leg work and generating publicity (and sales), but my return was a measly 10%. After I purchased the remaining copies from the publisher and began to market it myself, sales continued steadily but each generated 70% profit.
I also knew much of my market would be in the U.S., and rather than price the book differently to reflect the exchange rate, I pocketed that myself, ensuring I wouldn't lose out if the Canadian dollar rose suddenly or postage increased.
"Mewsings/Musings" is a "flip" book, with two authors back to back, and my co-author was is my cat. I worried that if a trade publisher was involved, I could end up with what looked like a "cartoon" book, with silly drawings instead of photos of the real cat.
I felt certain my concept would work. All the humor pieces in both sides of the book had either been previously published in major media, or won contests, or both. And the cat in question is Simon Teakettle, frequent contributor to such CBC radio programs as R.S.V.P. Night Camp, Cross Words, and Gabereau. He also wrote several articles for the "Last Meow" page of CATS Magazine, and has been mentioned in six books, including "The Bedside Book of Celebrity Gossip" (Crown, 1981).
In the winter of 2001, I sat down to devise a plan to cover the three P's: production, printing and promotion. A close friend (and fellow cat-lover) is a superb editor and graphic designer. If she hadn't been willing or available, I would have hired another editor I trusted. I know better than to bypass that step, even though I've worked as an editor myself. It's vital to have another pair of eyes determine what should be cut (or included) as well as to proofread.
We both knew a printer in the Ottawa area whose work I admired. I knew he could give me exactly what I wanted, and used as a model one of the books he had recently produced.
No tenders? No competitive bids? I told you this was an unconventional approach to self-publishing! I felt that if I wanted a quality product, I wouldn't try to cut corners. My gamble paid off handsomely. Not only did Custom Printers printer produce a stunning book, delivered on time, but they didn't charge me for the over-run and figured out a way to insert the centrefold poster (Simon sprawled on a white fur rug) so that the adhesive was invisible and repositionable.
I also made a fateful decision about publicity with distribution. I'd heard, even before the GDS debacle, about books that didn't make it to their destinations in time for a book signing or publicity blitz, and I had a feeling that this book should be in independent bookstores, gift stores, and humane societies, rather than the big chains.
So, instead of sending out several hundred review copies, which I know, from previous experience, often end up producing few reviews and a handful of sales, I contacted just over 100 friends, relatives and colleagues about a quarter of them spread across all ten provinces and the rest in 25 states.
I had 8000 bookmarks and 500 greeting cards printed in the same run as 1000 covers. Both the covers and bookmarks were then laminated, as I figured that a quality bookmark would be kept rather than discarded.
Each of my contacts received a complimentary copy of the book and about 30 bookmarks. Several people took the book to stores and obtained orders for me; others showed the book to friends; most distributed bookmarks.
I hired a media-savvy friend to help with the launch. She made follow-up calls to ensure that key local media received the launch invitation, which promised a one-time-only photo opportunity with the real cat.
The event was delightful, and we sold more than 50 books, even though many who attended were close friends who received complimentary copies. But not one media person showed up! I did receive calls from local media later on, however, as word of mouth began to spread, and am currently negotiating with a national TV program who is interesting in the story of Simon Teakettle and his human "rival."
Another disappointment was that I couldn't seem to interest humane societies to use the book as a fund-raiser.
Being extremely selective about review copies didn't pan out, either. I gave copies in person to editors of several U.S. cat magazines and websites when I launched the book at the Cat Writers' Association annual conference in Houston. One of those editors left, one website closed, and only one of those review copies paid off, with Steve Dale mentioning the book both on his syndicated radio program and his column for Tribune Media.
However, I plan to broaden my reach to media in both Canada and the U.S. this winter, as well as to approach some catalogues that carry gift books.
My attempts to place copies at independent bookstores and specialized gift shops has also been spotty. Leishman Books in Ottawa mounted a window display last June, and held a book-signing that was so successful they invited me back in October and are now stocking Five Fast Steps to Better Writing as well. Both books were at the Rockcliffe Book Fair in November, and I've had bulk orders from PEI to Calgary, Boston to Texas.
I credit Leishman's sales to the window displays and signings, and will try to persuade other stores to do that as well. I also plan to widen marketing next spring into Ottawa Valley towns with high tourist traffic.
Word-of-mouth sales have been excellent. Many of my contacts ordered additional copies to give as Christmas gifts, and bookmarks produced orders from places I'd never heard of. The greeting cards proved to be a wise marketing tool as well. I used these for my Christmas cards, with "Season's Greetings" or "Merry Christmas" stickers in the space, and also as thank-you notes and birthday cards to media contacts.
Simon's Valentines to the media were photocopies of his centrefold adorned with heart stickers. Vicki Gabereau replied that she found hers "provocative."
I took a small suitcase full of books to Boston and Connecticut in October, where I was visiting relatives and attending my high school reunion. And I'm returning to Houston to participate again in the book signing at the largest international cat show.
More than half the books are already gone, and I've recouped about a third of my initial costs, which were just over $7500, including another 3000 bookmarks, because I ran out of those last spring! So it looks as if I'm going to break even on this first printing by the 2nd anniversary, and then my profit margin should increase to at least $5 per book, depending on postage and delivery costs.
That mutual fund I sold to finance this has been in the red and is unlikely to recover, so I think "Mewsings/Musings" was a pretty wise investment. And it's been a lot of fun!
Copyright 2002 Barbara Florio Graham. All rights reserved.
UPDATE SINCE THIS ARTICLE WAS WRITTEN:
Musings/Mewsings won a Certificate of Excellence in the Cat Writers' Association 2002 Communications Contest (which receives more than 400 entries), and the book has been featured on CTV's News at Noon, on Animal Planet TV, on Animal Planet Radio, Pet Poynters on the U.S. Cable Radio Network, in and in Great Cat Stories: Incredible Tales about Exceptional Cats (Altitude Publishing, 2004). Both Simon and I were invited to contribute to a new book on the human-animal bond, to be published in 2006.
Many more books are now on consignment, and all the initial costs have now been recovered.
