Self-publishing? Don’t rush it!

POSTED BY marika ON December 8, 2010

This post is for all the authors out there who are self-publishing.

Let’s start with the big picture. There is a reason why it takes so long for the publishing process to roll out with publishing houses. It’s not unusual for there to be an 18-month window (or longer) from acquisition to publication. There are a myriad of reasons why this is, including: editing, cover design, more editing, seeding the distribution pipeline, sales meetings, more editing, printing galleys (also called ARCs, or advanced review copies), etc.

The publicity department starts working on a title approximately six months prior to the pub date. Advanced lead-time allows the publicist to send galleys to book review publications, trade publications, and national media outlets. This process takes time. And for six months leading up to pub date, the publicists are pitching, pitching, pitching.

So, self-published authors…what’s the big hurry? I talk to several authors each week who tell me that their pub date is this month or next, and ask us what we can we do. First of all, it’s December. You don’t want your pub date to ever be December. Why? It’s the holidays! Don’t get me wrong. Publicists stay busy during December, but not on books that are releasing this month.

The publishing industry has two major time frames for releasing books: the Fall (primarily September and October) and the Spring (primarily March and April). There are a few other months that are popular for releasing books, depending on genres/ topics: January for New Year’s resolution-oriented titles: February for relationship books and books from African-American authors since it’s Black History Month; June for beach reads, and so on.

But, bottom line—the year of pub date matters most! In November, I heard from four authors who were self-publishing and planning to put a Nov. 2010 pub date on their books. They had no publicity to date. WHY? When January 1^st, 2011 gets here, your book is automatically “old news” in the booksellers’ and book buyers’ eye. If you just pushed it 1-2 months, it would have a 2011 copyright date and be current for another whole year. Yes, a few months makes a big difference! You want, and need, a 2011 pub date.

Now, onto publicity.

Give your book adequate lead time with your publicist. We need 2-6 months prior to pub date to lay the proper foundation for your book. Depending on how much time we have, we can “seed the media” in various ways and have media starting to hit starting on your pub date month. But, wait! What else must be done before that happens?

We must thoroughly research and read up on your materials, as well as set you up in our system. Then we write a full set of press materials (press releases, sample media questions, author bio). Then we must build our media lists: we use two separate databases and we want to build a cold mailing list for your galleys or ARCs. Then, and only then, can we even start pitching you to the media. The outlets must receive the pitch, decide they are interested, obtain materials from us, sometimes read the book and/or press materials, decide to use it, write their review/ feature, submit it to their publication (and if they’re a monthly, that all has to be finished at least one month prior to their issue date).

So, don’t rush it.

One of the biggest advantages you have in self-publishing is that you are in control, and get to designate your own release date. Use that to your full advantage. Take your time! It’s going to benefit you in the long run to do it the right way and give your book the best chance for a long life.

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