Successful self publishing is a lot more than just converting a MS Word document to PDF.

Respected Web designer Mark Boulton of the UK has a great post on why he chose to self publish his new Web design book rather than going with a traditional publisher.

He makes a very important point about self publishing:

Luckily, I’ve got a good team around me – a designer, a project manager, a proof-reader, and an editor to shape the book (that was particularly helpful early on).

You can’t do this on your own…if you want to have any chance of producing a book that anyone wants to buy and read. The part about having an editor is especially important. Of course, we also think that having a good book designer is particularly important, too. And that part about having a project manager? It should come as no surprise that most authors are not very good at managing projects and deadlines. Editing, project management, proofreading, and book design are all functions normally provided by a publisher (along with distribution & marketing). If you’re going to self publish successfully, then you have to take on those tasks. And you have to be willing to absorb the costs of those functions.

About the financial aspects, Mark says

the financial potential of just one PDF book far outweighs the traditional process (if you have an audience that is).

The key to that statement is the audience. I’ve been following Mark’s blog for a number of years and he always has good insights. He has established authority in his niche. A problem that many authors have is that they wait to establish their Web presence until after their book is published, or at least not until they have a book contract. It takes a long time and a lot of effort to build an audience online. Authors need to start on that long before they start writing that book, particularly in non-fiction.

Book design will diverge down several paths and has a surprisingly healthy future.

1) E-books based on a reflow format (i.e., suitable for small devices) will be based on common style sheets and exhibit a fairly uniform appearance. There will be a set of small (in size) firms that customize and refine these style sheets. Publishers will mostly outsource the format conversion since the ever changing variety of devices requires continual reformating of material. There will be some firms that profit very well from providing this service.

2) E-books based on PDFs also will be very popular due to the variety of light-weight computing devices with large screens. (The whole PDF vs reflow format for e-books is misleading unless one assumes that small, palm-sized devices will completely replace all other forms of desktop, notebook, and tablet-sized computers.)

3) Some material traditionally only published in book format will shift to Web delivery and “book” design for this genre actually is Web design. Many challenges for publishers in this segment who have not yet figured out how to monetize Web sites. (If publishers have not figured that out in the last 15 years, will the next 15 years be much different?) Many opportunities for new publishing firms to emerge to fill the gap for producing and monetizing engaging content using digital media. Many opportunities for designers since elegant Web design is neither simple nor cheap.

4) Print-on-demand establishes a significant market operating in bookstores, libraries, big-box retail outlets, and direct shipping to consumers. All those books still need designing and the PDF byproduct can feed directly into pathway #2 above as well as #1 with conversion services offered in pathway #1.

5) Print book designers will still flourish as some publishers will realize that a niche audience is willing to pay a premium for a wonderfully designed book, heralding a surprising renaissance in book design. Also, print book designers can design PDF-based e-books with no problem since PDF is usually a byproduct in the print book design process.

For years I’ve been thinking that we eventually will see machines in libraries and bookstores that will print books on demand. The Espresso Machine from On Demand Books is the current buzz that is trying to make that happen.

And perhaps all the buzz about the Espresso Machine from industry observers and publishers is causing the Web site of On Demand Books to exceed its bandwidth this month. Or, it just shows the power of an Endgaget post.

We’re all in favor of devices like the Espresso Machine and fully believe that these types of machines will be an inevitable presence in bookstores and libraries. Yet, I do get a little worried about a technology-based company that can’t handle the basics of keeping a Web site operational.

Sure, a publicity crunch brings a lot of traffic but this is why technology planning is important. Anyway, we wish Espresso Machine a lot of luck and will be thinking about the implications of these machines for book design…more on that in a future post.

update:

Design the Web Site Before Launching Your Product

Well, I guess I should have been in no hurry to look at the On Demand Books Web site since there’s very little information there.

Somehow, I thought that a company that is utilizing technology in an attempt to revolutionize publishing would have had a striking Web site filled with information about its system. There’s a lot of potential there but, again, for a company that says it is “finalizing technology to access a vast network of content”….well, there’s something to be said about first impressions. And I’m saying that not just as someone who manages a graphic design firm but also as a person who spent years developing digital libraries and managing IT in academic libraries.

A type of on demand book machine is needed and, eventually, will be a reality but it looks like there’s still a long road to travel. Anyway, again, I’m still wishing OnDemandBooks the best success.