John Bond, Publishing Consultant, Riverwinds Consulting:
“Whether it be an academic monograph, textbook, or other type of book, the first step is to solidify ‘The Idea.’ This process has several components. My recommendation is approach this in a stepwise fashion:
“My work will have broad appeal in Europe.”
“China is a growing market and I think they’d love my book.”
“I’d like to see a Spanish-language version of my textbook. It would be a hit.”
“I know someone who can translate my book into Japanese. Should they get started?”
As a Book Publisher and later a Publishing Consultant, I have heard countless authors speculate on the market for their book outside of the English-language and/or North America. But what is involved with having your work reach Asia, Africa, Europe, and beyond?
If you published the first edition of your textbook ten or more years ago, you may find yourself occasionally muttering to yourself, “I wish I kew then what I know now.”
Historically, the publishers start the book contract negotiation game with all the cards…backs to you. You have one card…it’s face up. And it tells everybody, “I’m new at this but I’m excited. Just tell me where to sign.”
Publishers have generally been the gatekeeper to a published book. While this may be less true now, with self-publishing and Open Educational Resources (OER), the publishers still have the most established distribution channels self-publishers cannot begin to match.
Nominations for the 2022 Textbook Excellence Award (“Texty”), McGuffey Longevity Award (“McGuffey”), and Most Promising New Textbook Award, are open through November 1, 2021.
For more than 20 years, TAA has supported textbook and academic authors through these highly-recognized awards, given annually to emerging and veteran published authors in eight subject categories.
Whether you are an author working with a larger publisher with a sizable marketing budget, or a smaller publisher with a tight marketing budget, you can–and should–play a role in promoting your book. Paul Krieger, author of a four-book Visual Analogy Guide supplement series with Morton Publishing, shares five ways authors can assist their publisher with book promotion:
My writing buddy’s face turned dark pink as she shouted over her latté. “No one can write anything decent without a private place!” She jabbed with her finger. “It’s gotta be your own!”
I was as adamant. “Oh, come on! All you need is the desire, will, and your stone tablet and sharp tool. It doesn’t matter where you write!”
Our little debate embodies two often-discussed viewpoints about writing. My vehement response to my friend brought up again my long puzzlement about the most effective place to write. Other writers have explored this topic, with many suggestions. They are all fine, but I believe something is missing. Especially if you’re in a quandary about where to write, I’d like to help enlarge your perceptions of your own physical and mental writing places, spaces, and times.
