Presentation from the PDX Digital Marketing Conference, June 2013.

1. Ok, but how?
―Any problem in the world can be
solved by dancing‖
—James Brown

2. 4 Paths to Publishing
1. Traditional
2. Partnership
3. Assisted
4. DIY

3. Choose Your Path
• What can I do?
– Does my organization already have the skills
to do this job?
• What can I learn to do?
– Does my organization have the resources to
develop these skills?
• What can I pay someone else to do?

4. Acquisition
• Generate Content
Editing
• Refine the Content
Design
• Prepare the Presentation
Production
• Produce the Product
Distribution
• Sell the book

5. Acquisition
• Generate Content
Editing
• Refine the Content
Design
• Prepare the Presentation
Production
• Produce the Product
Distribution
• Sell the book

6. Generate Content
Blog Posts
Newsletters
How-to Guides
Instruction Manuals
Brochures
Email
Tweets
Texts

7. Generate Content
Collect Existing Knowledge
Interview Experts
Ask Your Customers
Invite Guest Writers
Select, organize, present
Add your own insights
Curate

8. Generate Content
Book-i-fication of non-words
Slide decks
Podcasts
Photo albums
Survey data
Infographics

9. Generate Content
Write something (gasp)
From scratch (gross)
With a giant typewriter (obviously)

10. Generate Content

12. Generate Content

13. Generate Content
In House
Who is already
writing?
Who wants to?
Who can?
Out Source
Freelance Writers
Ghost Writers
Developmental
Editors

14. Generate Content
• Local Resources
– Portland Creative List
– Indigo Editing
– Evil Genius Communications
• Web Resources
– Guru.com
– Writer.ly
– Elance.com
• Other Resources
– Technical writing programs
– Referrals

15. Acquisition
• Generate Content
Editing
• Refine the Content
Design
• Prepare the Presentation
Production
• Produce the Product
Distribution
• Sell the book

16. Editing
Developmental
• Document Level
• Full draft re-writes
• Focus and direction
• Logical development
Substantive
• Sentence complexity
• Clarity of language
• Jargon and voice
• Fact checking
Copyedit
• Nouns and verbs
• Spelling
• Nitpicky
• What we normally
mean when we say
proofread
Proofread
• After book design
• Checking for
mechanical errors
introduced during
the design process
• No. More. Changes.

17. Editing
Developmental
• Document Level
• Full draft re-writes
• Focus and direction
• Logical development
Substantive
• Sentence complexity
• Clarity of language
• Jargon and voice
• Fact checking
Copyedit
• Nouns and verbs
• Spelling
• Nitpicky
• What we normally
mean when we say
proofread
Proofread
• After book design
• Checking for
mechanical errors
introduced during
the design process
• No. More. Changes.

18. Editing
In House
NOT the author
Who is OCD?
Who can?
Out Source
Freelance Editors
Editorial Services
Editorial Interns*
*Pro tip: Don’t break labor laws or assume writing students can edit

19. Acquisition
• Generate Content
Editing
• Refine the Content
Design
• Prepare the Presentation
Production
• Produce the Product
Distribution
• Sell the book

20. Design
Print Production Digital Production

21. Design
• Cover
– Front
– Back
– Spine
• Interior
– Print: PDF
– Ebook: HTML/CSS
Manuscript PDF Book
Manuscript HTML/CSS Ebook

22. Design

23. Design

24. Design

25. Design

26. Design

27. Design

28. Design

29. Design

30. Design

31. Design

32. Design

33. Design
In House
Graphic Designer
Web Designer
The Art Guy
Out Source
Vendor
Freelancer
Vanity Press

34. Acquisition
• Generate Content
Editing
• Refine the Content
Design
• Prepare the Presentation
Production
• Produce the Product
Distribution
• Sell the book

35. Print Production
If you have Adobe Acrobat Pro installed and
the Microsoft Word Plugin

36. Print Production
Freeware like CutePDF can be used to print
to PDF using your document settings. Select
it as you would select a printer

37. Print Production
From InDesign choose File > Export then
select Adobe PDF (print) from the menu. This
dialog box will appear.

38. Print Production
General Tab: default
options are OK.

39. Print Production
Compression Tab: Do not
compress smaller than 300
ppi

40. Print Production
Marks and Bleeds Tab: Check
with your printer

41. Print Production

42. Print Production

43. Print Production

44. Print Production

45. Print Production

46. Ebook Production
• PDF
– Self-distribute
– Sell online
• EPUB
– Apple, Barnes & Noble, Sony, Kobo
• MOBI or KF8
– Amazon Kindle

47. Ebook Production

48. Ebook Production
• Directly from Word (or RTF)
– Keep formatting very simple
– Use styles
– Follow the instructions
– Check the file after conversion

49. Ebook Production

50. Ebook Production

51. Ebook Production

52. Ebook Production

53. Ebook Production
• Epublishing Specific Programs
– Designed specifically to be easy to use
– Lots of online tutorials
– More formatting control

54. Ebook Production

55. Ebook Production

56. Ebook Production

57. Ebook Production

58. Ebook Production

59. Ebook Production

60. Ebook Production

61. Ebook Production

62. Ebook Production

63. Ebook Production

64. Ebook Production

65. Ebook Production

66. Ebook Production
• Pressbooks
– http://pressbooks.com/
• Sigil
– https://code.google.com/p/sigil/
• Kindle Previewer
– http://www.amazon.com/gp/feature.html?ie=U
TF8&docId=1000765261
• iBooks Author (Mac only)
– http://www.apple.com/ibooks-author/

67. Ebook Production

68. Ebook Production

69. Ebook Production

70. Ebook Production

71. Design
In House
The Web Girl
The IT Guy
The Brave One
The Nerd
Out Source
Vendor
Freelancer
Local Print Shop
Online Publishing Solution

72. Acquisition
• Generate Content
Editing
• Refine the Content
Design
• Prepare the Presentation
Production
• Produce the Product
Distribution
• Sell the book

73. Distribution
• DIY Direct to Customer

74. Distribution
• DIY Ebook Distribution

75. Distribution
• Assisted Distribution

76. Acquisition
• Generate Content
Editing
• Refine the Content
Design
• Prepare the Presentation
Production
• Produce the Product
Distribution
• Sell the book