Ebook Publishing, the market, ebook basics, Frequent mistakes to avoid, distributing and selling

1. 1
Ebook Publishing
The Ebooks Market
Ebook Basics
Frequent Mistakes To Avoid
Distribution and Selling
Questions and Answers

2. The Ebooks Market
Overview of the Marketplace

3. Source: Nielsen Books & Consumers.
– Publishers Weekly, Mar 27, 2015
12%
Nielsen estimates 12% in 2013
15% in 2014
Ebook % of Trade 21% in 2013
(units)
(dollars)
Ereader purchases declined
iPad and iPhone purchase stable
Android purchases grew
Source: Nielsen Books & Consumers.
– Publishers Weekly, Mar 27, 2015

4. • While DRM still gates your book’s content to a specific
ereader app, the proprietary devices are less relevant
• Ebooks are more than 1/5th of the trade book market by volume
• It is an important market, and it is important to publish in
formats for all the readers available for the device.
What are the numbers telling us?

5. Never go out of print
You need to be publishing ebooks
Allows an independent writer to distribute globally
Quick to market
Relatively inexpensive
Higher margins

6. Even many who have been publishing their works for years
are renegotiating their agreements to own their ebook
ownership rights.
Traditionally Published Authors are doing it
• @ $3.99 the average ebook nets $2.40 in royalties
• With traditional royalties a publisher would need a book to
sell for more than $14

7. Where do you sell your books?
The vast majority of the market is in these
four retailers.

8. Listing your book with a Retailer is “Distribution”
Getting your ebook into retail
To get your ebook in Distribution, it needs to be converted into
Distribution-ready formats.
This process is “Conversion” or
“Ebook Conversion”

9. “Conversion” is the process of turning your document into the 2
important ebook files you need to be listed with every retailer.
Ebook Conversion
.mobi
• Amazon
.epub
• Barnes & Noble
• Apple
• Kobo
• everyone else

10. Ebook Basics
Format
Reflowable vs. Fixed Format
Complexity
Why Pay for a Conversion
When to Select or Avoid the Expensive Option
Insert
Image
Here

11. Only on Amazon
Formats: .MOBI
The Majority of ebooks are sold by Amazon
.MOBI are “reflowable” ebooks
KF8 is the MOBI based “fixed format” file type
MOBI is essentially a special type of website which includes
HTML, CSS, and images.

12. • Apple, BN.com, Kobo, etc.
Formats: .EPUB
• Industry Standard
• “Reflowable” or “Fixed Format”
• EPUB is a Website with folders for HTML, images, CSS, &
metadata configuration files
• Each chapter is a single HTML file.
• If Fixed Format, each page is a single HTML file.

13. Reflowable
u Text on an ebook reader shifts when the reader changes
the font size.
u When the text shifts, it pushes down all elements in the
page and chapter.
u No fixed number of pages
q No Table Of Contents with Page Numbers
Reflowable? Fixed Format?
The reading experience varies by font and
screen resolution

14. Fixed Format
u Every element on the screen has a set position
u Font size is set and will stay where it is set to stay on the screen
u Images are placed in a specific spot on the page and do not move
or shift
u There are a set number of pages
u Only on Kindle and iBooks
The reading experience is consistent
regardless of the device
Reflowable? Fixed Format?

15. General Guidelines on Flow
Reflowable
• Novels and Memoirs
• Most Trade Books
• Most Business Books
Fixed Format
• Children’s Picture Books
• Art / Photo Books
• Coffee Table Books
• Very stylized Poetry
• Highly Formatted Cookbooks
(instructional)
Most books are Reflowable.
If you are flexible on layout, even many genres in the
Fixed Format list can be made Reflowable

16. Not all books with style are “Fixed Format.”
If In Doubt Talk To A Professional
Even a High Complexity Reflowable Ebook, will be a less
expensive conversion than a Low Complexity Fixed Format
Ebook Conversion.
A good company will take the time to help you understand your
options, explain complexity, and other questions before you submit
your order.

17. Complexity?
Low
• Latin based
• No Images
• Standard text and
chapter structure
• No inline formatting
Medium High
Low Complexity applies to a book with little to no formatting – a straightforward
novel. No subchapters. No style changes: ex. italics or changes in font
treatments.
Yes:
Chapter 1
Chapter 1 – Name
Name of Chapter
No:
Section One
Chapter One
Subchapter One

18. Complexity?
Low
• Latin based
• No Images
• Standard text and
chapter structure
• No inline formatting
Medium
• Images &/or tables on
up to about 1/3 of the
page count
• Multiple headings
• Figures
High
Medium Complexity has chapter hierarchy, Figures, images and tables.
Examples: marketing books, simple cookbooks, chapter books with illustration.

19. Complexity?
Low
• Latin based
• No Images
• Standard text and
chapter structure
• No inline formatting
Medium
• Images &/or tables on
up to about 1/3 of the
page count
• Multiple headings
• Figures
High
• Heavy formatting
• Multiple Lists
• More pictures
• More tables
• Special characters
(math equations,
musical annotation,
etc.)
• Inline links
• Boxed quotes
• Boxed text
• Sidebars
High Complexity has almost everything else. Probable exceptions are sync’d
narration, video, page-specific sound narration. Examples: textbooks, technical
manuals, test preps, heavily formatted cookbooks

20. Why So Many Rules?
1. Converting an ebook is a Technical Process
2. When done right:
§ Follows the best practices for code
§ Tests the end result and on multiple devices – looking for errors and
consistency
§ Provides a fair number of iterations for the customer to perform their
own testing and feedback
3. Each level of Complexity & Format has a different type of cost
and expertise.

21. Why Pay For A Conversion
The costs of doing the job wrong
May far exceed
The cost of doing the job right

22. Learning Curve –
Your time also has value
Costs of doing it wrong
Not following standards –
Your book may be rejected
Not following standards –
Your book may stop working properly in the future and be delisted
Doing the work over
Revisit the Learning Curve
Finally paying for it after wasting time

23. Specialized Websites
Ebooks are Websites
Written in HTML, CSS, and some XML
Ebooks are Specialized Websites
employing Specialized Browsers
with Pickier Search Engines
Include Metadata
EPUBs have a directory structure (sometimes MOBI
files do as well)

24. But I Heard I Can Do It For Free?
Mark Coker – Founder of Smashwords
Would tell you if you if the choice is between eating and investing money in your book: eat.
Software converters
My view is if you can code – and have time to waste
You can DIY – but it requires continuous research and education.
What I would not use –
“FREE” file converters
“Save As” outputs built into software
“Meat Grinders” unless proprietary to the retailer
ALWAYS REMEMBER: You get what you pay for

25. When to go with the cheap option:
Selecting a Paid Conversion
What is cheap? $100 to $150 range
Word Document
Reflowable – Usually a Novel
Single Chapter Level (no subchapters)
No special text formatting
Not very many pictures
500 pages
No internal linking
Reader selects the fonts
Low – Medium Complexity
No Frills
Always read the fine print!

26. If you did not fit the category on the previous slide, you will probably
end up with add-on charges.
Always Read The Fine Print!
Rule of Thumb:
The cheaper version
is cheaper for a reason
Call your vendor to discuss if in doubt

27. Frequent Mistakes to Avoid
Saving Money
Making the Most of Your Conversion

28. Before you verify your Conversion complete, run it through a
validator
Use File Validators
Save time before distributing a bad file
EPUB:
http://validator.idpf.org/
Kindle Previewer:
http://www.amazon.com/gp/feature.html/?docId=1000765261

29. Ebook and Print are consumed differently
Do Not Design For Print
Most ebooks are reflowable text –
remove the Tables of Contents, Page Numbers, Footers, or anything that will not make
sense in the context of an ereader
Do not wrap text around images in a reflowable book
Whitespace can be a bad user experience

30. Submit only the Final Edited Version of your book
Only Submit Final Versions
No Typos
No Grammar issues
Secured Rights to all Third Party Content
Borrowed images, text, song lyrics, even embedded fonts

31. Are you allowed a set number of hyperlinks?
Link to:
Make the Most of the Ebook Spec
Your website, your social media pages, or your other relevant
pages.
Multimedia content directly related to your book
Supplemental material: checklists, assessment forms, craft
patterns, and similar printable material
Topical Websites

32. No links to Pornography
But speaking of links
No links to competitive bookstores
No links to web forms that request customer information
No links to illegal, harmful, infringing, or offensive content
No links that are malicious in intent (virus, phishing, or similar)

33. Quizzes, Assessments, Checkboxes
About Interactive Content
Ereaders don’t support this content. Strip out, and link to it online
This content will keep your book out of Distribution.

34. Have a well designed cover image
Cover Images
Studies have shown that books with well-designed covers
outsell those which do not.
If you use 3rd Party images, secure the rights.

35. Fixed Format is the MOST EXPENSIVE option
Does it need to be “Fixed Format?”
An ebook can look great when Reflowable and High Complexity
Ultimately it’s about your vision and tastes
When in doubt – Talk to the vendor

36. If the vendor has a phone number, call and ask questions
Sample Questions may include:
Read the “Fine Print” then buy
Will there be a QA Process?
How many iterations do they give you?

37. Tables With Lots Of Data
“Lots of Data” depends upon the room you provide in comparison to
the density of the characters
– 3 columns and not very many rows is usually manageable in Reflowable
Text in tables enlarge when fonts are enlarged

38. Gender Age
Type of
Publisher
Highest
Level Of
Education
Employme
nt Status
Female
55-64 years
old
I am
publishing
my own
book (Self
Publisher)
Masters
degree Employed
Female
45-54 years
old
I am
publishing
my own
book (Self
Publisher)
Bachelors
degree Employed
Male
65-74 years
old
I am
publishing
my own
book (Self
Publisher)
Masters
degree Retired
Gender Age
Type of
Publisher
Highest Level Of
Education
Employment
Status
Female 55-64 years old
I am publishing
my own book
(Self Publisher) Masters degree Employed
Female 45-54 years old
I am publishing
my own book
(Self Publisher) Bachelors degree Employed
Male 65-74 years old
I am publishing
my own book
(Self Publisher) Masters degree Retired
Male 25-34 years old
I am publishing
my own book
(Self Publisher) Associate degree Employed
Male 55-64 years old
I am publishing
my own book
(Self Publisher) Masters degree Employed

39. Convert Tables to images
Link out to the text version if necessary
The more data in the table, the more likely the table will “blow up”
“Lots of Data” depends upon the room you provide in comparison to
the density of the characters
– 3 columns and not very many rows is usually manageable in Reflowable
Text in tables enlarge when fonts are enlarged
Tables With Lots Of Data

40. Carefully review your ebooks before you approve the project
complete
Use your iterations!

41. Convert to both EPUB and MOBI
Convert to both formats and do it at the same time!
Cheaper when done at the same time, than when converted separately
Remember:
EPUB gets you everywhere but Amazon
MOBI gets you on Amazon

42. Distribution and Selling
Listing Your Ebook
Pricing Strategies

43. Listing Your Ebook
Two Methods of Distribution
Hours of filling out online forms
Distribution Agent

44. Distribution Agreements are contracts
What To Expect
Tax and Payment Information
Indemnification
Book Metadata, Cover, and ebook file
About two weeks to “ingest” the ebook
Commitment in time!

45. Paperwork is done once
Using a Distribution agent
Most charge no upfront fee, but charge a piece of the Royalties
Read the Fine Print - Look for hidden fees
Changes to metadata or price
Payments by check
Listing a book for free
Payments, reporting from one source
Leverage negotiated savings
New and exclusive retailers

46. Distribution Agents
Before selecting
Make sure you can get to the widest market possible
Global Reach
Be in the libraries and subscription products
Investigate the other services offered by the Distributor
Beware of Exclusivity

47. Who are some of the players?
There are many companies who offer Distribution
Reach
Services
Fees
Trust

48. What should I charge for my ebook?
This is up to you…
ROI for Indie books by Price and Genre
“Smashwords 2014 Survey: MONEY MONEY MONEY: Facts &
Figures for Financial Payoff New 2014 Data”
Available on Slideshare.com
Summary of the results

49. Summary of the Pricing Results
Non-Fiction:
$2.99, $0.99 & $9.99
Fiction:
$3.99, $2.99 & $0.99
Charts represent performance of Smashwords customers and provided with permission
§ Don’t be afraid to test pricing
§ Review how your peer competitors are pricing
§ Monitor and revisit your prices

50. Thank you
Takeaways:
§ Know what you want from your ebook before you start the conversion process
§ If you have questions, call your vendor before you spend money
§ Be available on all the retailers
§ Be Global
§ Always be optimizing your sales strategies
§ Read the fine print!
Richard Smith
https://www.linkedin.com/in/richarddarylsmith