This document provides 101 ways to publish content and discusses various content publishing options. It defines key terms related to content creation and distribution such as publish, creator, publisher, consumer, and hybrid author. It also covers different dimensions of content such as appeals, forms, formats, channels, rights, and scale. Examples are given of Minnesota creators publishing content through self-publishing, music/merchandise sales, filmmaking, and websites/blogging. Resources for content publishing such as Bandcamp, Kickstarter, and WordPress are also discussed.

2. 101 WAYS
TO PUBLISH CONTENT
Got a story, artwork, song,
movie or idea to share?
Wondering how feasible it is
to get your content out to the world?
Have you considered the whys and hows
for managing and distributing your work?
Perplexed by the explosion of genres
and options available?

3. WHAT TO EXPECT
What did you expect?
Definitions of Content
Dimensions of Content
Examples of Content
Resources for
Content Publishing

4. CONTENT PUBLISHING
DIY Artisanal Publishing
The advantages of self-publishing far
outweigh the disadvantages for most
authors. You can use self-publishing as
the end goal or a means to a traditional
publishing deal. Keep in mind the concept
of artisanal publishing as a new,
cool form of publishing.
—Guy Kawasaki & Shawn Welch,
APE: Author, Publisher, Entrepreneur
How to Publish a Book, 2013.

5. DEFINITIONS
 Publish  CONSUME
CONTENT
Information and/or experience captured
in a format for transmission to others.
CREATOR
Person or group who forms, originates, constructs,
or produces a work of content in a tangible medium.
PUBLISHER
Person or organization who prepares content
for distribution.
CONSUMER
Audience member who acquires
and/or uses content.

6. DEFINITIONS
Hybrid Author — Hot Hot Hot!
A hybrid author enjoys the success of being
traditionally publishing while still pursuing
self-publishing projects.
Hugh Howey began the Wool series in 2011 self-
published on Amazon. In 2013 he signed a seven-
figure deal with Simon and Schuster to distribute
paperback and hardcover editions.
Boing Boing blogger, journalist, and science fiction
author Cory Doctorow distributes his books for free
under Creative Commons licensing, and they are
commercially published by Tor Books (Macmillan)

7. DEFINITIONS
Consumer? How Crass!
Consume content falls right on the line between
terms I can grit my teeth and use and terms that
make me want to rinse my mouth with bleach.
So what are our options, besides consume?
Experience and absorb were the most frequently
Erin Kissane,
suggested alternatives, with assimilate and enjoy author of
following closely after. Eating and drinking words were The Elements of
also enormously popular: you suggested devouring, Content Strategy
ingesting, imbibing, quaffing, gorging, digesting,
grazing, chowing, and slurping.
blog.braintraffic.com/2011/09/bad-words/

8. DEFINITIONS
Digital First — Production of content for a digital channel
first, such as the web or an ebook, with other channels
secondary, such as print.
Platform (readers) — Potential readers from social,
professional, community, and online networks.
Platform (production) — Application framework for
software services.
Web Application — Software service accessed on the
Internet in a web browser; may use cloud storage.
Freemium — Business model with a product or service
provided free, but money (premium or commission) is
charged for advanced features, functionality, or goods.
DRM — Digital rights management locks content to a
specific consumer and/or device.

9. THE LONG TAIL OF CONTENT
The Tail keeps growing longer:
More Creators
C
More Publishers
O More Consumers
N
S More Channels
U
M More Devices
P X
T
I Where do you land?
O
N
CONTENT

10. 7 DIMENSIONS
OF CONTENT

11. APPEALS OF CONTENT
Where is your content
coming from and going to?
Ethos
My content is an authoritative source of information.
My audience trusts my expertise and likes my style.
Pathos
My content tells a story with emotion and imagination.
My audience will empathize and be moved by my story.
Logos
My content conveys knowledge with facts and examples.
My audience seeks an convincing treatment of the topic.

12. FORMS OF CONTENT
Over the centuries standard forms of
expression have evolved.
Story
There is no doubt fiction makes a better job of the truth.
—Doris Lessing
Verse
All that is not prose is verse;
and all that is not verse is prose. —Moliére
Music
Music expresses that which cannot be said
and on which it is impossible to be silent. —Victor Hugo
Art
Everything you can imagine is real. —Pablo Picasso

13. FORMS OF CONTENT
Recent centuries brought
new forms of media.
Photography
The illiterate of the future will not be the man who cannot read the
alphabet, but the one who cannot take a photograph. —Walter Benjamin
Cinema
The cinema substitutes for our gaze a world more in harmony
with our desires. —André Bazin
Game
Life has but one true charm: the charm of the game.
But what if we’re indifferent to whether we win or lose?
—Charles Baudelaire

14. CONTENT MEDIA
Digital media consolidates how forms
are produced and distributed.
Text Alice was beginning to get very
tired of sitting by her sister on
Image the bank, and of having nothing
to do: once or twice she had
Audio peeped into the book her sister
was reading, but it had no
Video
pictures or conversations in it,
Mixed Media ‘and what is the use of a
book,’ thought Alice
Apps ‘without pictures or
Games conversation?’
Enhanced Ebooks Lewis Carrol, Alice's Adventures in
Wonderland, Down the Rabbit-Hole, 1865

15. CONTENT FORMATS
Key digital formats
HTML
Primary structure for content storage and presentation.
Codec
Means of encoding digital streams for audio and video.
App
Mobile device software for accessing content and services.
EPUB
Universal standard for ebook content.

16. CONTENT CHANNELS
Modes of broadcast
range from legacy to cyberspace
Analog
Information stored in a physical medium.
Broadcast
Audio/video distributed via mass media via electromagnetic waves or cables.
Network
Collection of computers interconnected for sharing resources and information.
Digital
Information stored in binary digits (bits) with computing devices.

17. CONTENT RIGHTS
Right to copy, distribute, and alter
…or NOT
Copyright—Ownership and restrictions
Copyleft—Sharing and terms of sharing
Public Domain—No ownership nor restrictions
Creative Commons licenses
are not an alternative to
copyright. They work alongside
copyright and enable you to
modify your copyright terms to
best suit your needs. www.creativecommons.org

18. SCALE OF CONTENT
The Long Tail of Content
swings high and low
Unique—Original work of art
Niche—Narrow segments of a market
Vertical—Specific group with similar interests
Mass—Majority or average audience at large

19. EXAMPLES
Minnesota Innovative
Content Publishing
Some rights reserved | woody1778a | www.flickr.com/photos/woodysworld1778/

20. TOM KACZYNKSI
Cartoonist, Minneapolis, MN, @unciv
Tom Kaczynski learned to read English by looking at
American capitalist comics in communist Poland. He
moved to the U.S. in 1987. His comics have appeared
in Best American Non-Required Reading, MOME, and
were nominated for an Ignatz Award in 2011.
Beta Testing the Apocalypse was published in 2012
by Fantagraphics Books, Seattle, WA, an advocacy
publisher of The Comics Journal magazine and
hundreds of works of comics as a form of
art and literature.
www.fantagraphics.com

21. UNCIVILIZED BOOKS
Publisher, Minneapolis, MN
Tom Kaczynski is also the publisher behind
Uncivilized Books, an upstart press specializing
in comics and original graphic novels.
“Uncivilized Books is an evolving entity.
It started out as a way for me to self-
publish work. It grew into a boutique
mini-comics publishing outfit. Now it’s
mutated into a book trade/mini-comics
hybrid. The mission is still evolving.”
www.themortonreport.com/books/news/books-tom-kaczynski-on-uncivilized-books/
www.uncivilizedbooks.com

22. Spring 2013 Book
Subscription!
$75 for 5 books
(a 20% discount)
New PreOrder
Free Shipping
www.uncivilizedbooks.com/spring2013.html

23. BOOK SALES
Uncivilized Books
PayPal for web sales
www.paypal.com/webapps/mpp/compare-business-products
Consortium Book Sales & Distribution
for the book trade markets and stores
• Warehousing and inventory
• Shipping and returns processing
• Risk management, collections, and credit processing
• Sales and Marketing services
www.cbsd.com
(established publishers only)

24. DWITT, DAVID WITT
Artist, Illustrator, St. Paul, MN
A veteran of the comic book, rock poster, gallery,
bookstore, and even gaming worlds, DWITT
might just be the most ubiquitous artist whose
name you’ve never learned… until now.
Witt’s illustrations, paintings, and limited edition
screen prints have been exhibited around the
globe and reproduced in books and publications.
His art is most at home in the world when stapled
to lamp posts or taped to the bathroom doors of
dive bars across this great land.

25. www.dwitt.com www.dwittmarket.bigcartel.com

27. ART SALES & FUNDING
DWitt
PayPal for web sales
www.paypal.com/webapps/mpp/compare-business-products
Big Cartel for online store providing
automated setup for product display, Facebook
integration, sales tracking, and works with PayPal.
www.bigcartel.com
Kickstarter for creative project funding.
Project creators set a funding goal and deadline. Patrons
pledge money to make it happen. Funding is all-or-
nothing — projects must reach their funding goal.
www.kickstarter.com

28. ROGUE VALLEY
Indie Rock Band, Minneapolis, MN
In one year during 2010-2011, Rogue Valley
wrote, recorded, and released four full length
albums, one with each season. All of their
albums are available as pay-what-you-want
digital downloads with no minimum, in
addition to set-price CDs.
Rogue Valley led by Chris Koza performs live
with 4-6 pieces and sells music and
promotional items from vinyl to t-shirts.
www.lostinroguevalley.com

30. MUSIC/MERCH. SALES & BOOKING
Rogue Valley
PayPal for merchandise web sales
www.paypal.com/webapps/mpp/compare-business-products
Bandcamp for free online music store with
unlimited storage, cornucopia of formats,
name-your-price downloads, 15% digital &
10% merchandise commission.
www.bandcamp.com
Ripple Entertainment for booking live gigs
along with branding and marketing.
www.rippleent.com

31. MARLY CORNELL
Writer, Editor, Publisher, St. Louis Park, MN
Marly Cornell works full time as a freelance writer,
ghostwriter, and editor. In 2011 she published her own
book The Able Life of Cody Jane, the story of her
daughter Cody, a person of joyful spirit and infectious
humor who achieves a life of independence—in spite
of plentiful and confining physical disabilities.
The book was was published under her own imprint
LightaLight Publications with the support of
the Spina Bifida Association. The book will be available
this year in audio format, read by the author recorded
and produced by local studio Davis Sound.
www.theablelife.com www.lightalightpublications.com
www.davissound.net

32. PUBLISHING & DISTRIBUTION
Marly Cornell
LightaLight Publications is a member of
Independent Book Publishers Association (IBPA)
Independent Publishers Association (MIPA)
www.ibpa-online.org
www.mipa.org
Itasca Books provides full-service B2C & B2B
distribution options to help small and large publishers
reach their markets. Itasca handles warehousing and
fulfillment, a division of Bookmobile.
www.itascabooks.com
www.bookmobile.com/sell/
(established publishers only)

33. Midwest Independent Publishers Association 2013 Annual Vendor Fair
April 10, 6:30 to 8:30 p.m. Joule, 1200 South Washington Ave, Minneapolis, MN
The annual vendor fair engages the public in meeting professionals who can help
them in various areas of publishing.
www.mipa.org/sixth-anual-vendor-fair
Keynote at IBPA Publishing University, April 26-27, Chi., IL,
by Guy Kawasaki world-famous speaker and author of
APE: Author, Publisher, Entrepreneur, bringing his unique insight
into marketing and publishing. Plus dozens of publishing experts.
www.ibpapublishinguniversity.com

34. THE TANGENTIAL
pop culture and creative writing blog
Minneapolis, MN
This is The Tangential, a pop culture and creative
writing blog. Every day we publish writing about
anything and everything, as long as it isn’t boring
and doesn’t suck.
We’re excited to announce our first real, print,
hold-in-your-hands piece of work as a creative-
collective-like-thing! It’s a fiction compilation called
Future Cities, written and edited by our staff and by
a couple of our favorite writers out there.
The Tangential had a book release party for Future
Cities on February 27, 2013 at Nomad World Pub with
a $10 gate for the book, a drink ticket, and bands.
www.thetangential.com

35. PAPER DARTS & POLLEN
Magazine, Agency, Publisher, Webzine, Community
Minneapolis-St. Paul, Minnesota
Paper Darts is a magazine of Art and Literature, a
publishing press, a creative agency, a community,
and an idea. Pollen is a community composed of
civic-minded connectors who share ideas, career
and civic engagement opportunities and peer-to-
peer recognition to create positive impact and
personal and professional growth for its members.
Web issues of Pollen are published twice a
month, with content appearing on both this site
and in the business section of MinnPost.
www.paperdarts.org www.bepollen.com

36. PAPER DARTS SHORT FICTION AWARD
WRITE WORDS. MAKE MONEY.
Award: $800
Entry fee: $6
Judge: Elliott Holt
Word limit: 800
Deadline: 5-15-2013
$800 for 800 words. Plus, the winning story will appear fully
illustrated, all beautified and sexy on its very own custom website.
Elliott Holt's short fiction appeared in The Pushcart Prize XXXV (2011
anthology) among other places. Her debut novel You Are One of
Them will be published by The Penguin Press on May 30, 2013.
www.paperdarts.org/short-fiction-award

37. FRONTEND MASTERS
MJG International, Savage, MN
Training, Developer Events & Consulting
MJG films workshops in front of live
participatory audiences with some of the best
experts in the world who are working on core
technologies of the web and record them for
you to learn from with a video subscription.
Gain in-depth HTML5, CSS3 and JavaScript
tactics straight from top minds shaping the
industry. Access our entire online library of
expert courses for a monthly membership.
Free previews of course segments
www.mjg.in
www.frontendmasters.com

38. VIDEO STREAMING & SALES
MJG Int. Frontend Masters
PayPal for subscription sales
www.paypal.com/webapps/mpp/compare-business-products
Vimeo PRO for streaming video services.
Ccreative professionals can showcase work exactly
how they want, with the people you want — and only
them, with quality, customization, and performance.
www.vimeo.com/pro
YouTube for sample videos and video marketing.
YouTube provides a forum for people to connect,
inform, and inspire others across the globe and acts as
a distribution platform for content creators and
advertisers big and small.
www.youtube.com

39. FILMMAKING
Cross-Platform Media Innovator & DIY 21st Century
Storyteller at Midwest Filmmaker Conference, May 4
Lance Weiler will be the keynote presenter for the IFP MN
Midwest Filmmaker Conference. A Sundance Screenwriters
Lab alum and pioneer in combining storytelling with
technology, Weiler will speak about the changing landscape
of content creation, media consumption, and distribution.
http://www.ifpmn.org/event/midwest-filmmaker-conference

40. FILMMAKING
Minneapolis St. Paul International Film Festival
MINNESOTA-Made
An audience favorite, MINNESOTA-Made returns
with a slate of 34 new films with local connections.
Programmed by filmmaker and musician Craig Rice,
with Shelli Ainsworth, Susan Marks, and other local
filmmakers as advisors.
Craig Rice is an award-winning producer and director
nationally recognized for his distinguished career in
music video, commercial, television and film industry.
His work has been nominated for four Emmy Awards
www.mspfilmfest.org

41. WEBSITES & BLOGGING
WordCamp Minneapolis
April 27 & 28
Minneapolis Community & Technical College
Minneapolis Central Library
WordCamp Minneapolis 2013 conference
focuses on everything WordPress with sessions for all
levels of users, from pushing pixels to closing deals:
• Content
• Business $20 each day
• Design
• Development 2013.minneapolis.wordcamp.org

42. RESOURCES
www.wordimage.com/resources
Audio 10 Tips for Independent Authors
Authoring
Book Publishing Know Your Rights
Content 101 Know Your Audience
Content Management System When You Write — Just Type
Digital Content Get Feedback
Ebook Production Get Edited
Ecommerce Look Awesome
EPUB Get Noticed
Film Go Digital First
Photography Make a Plan
Self-Publishing Find Resources
Video