Kathy Caprino, writing at Forbes:
In 2011 the publisher of Guy’s New York Timesbestseller, Enchantment, could not fill an order for 500 ebook copies of the book. Because of this experience, Guy self-published his next book, What the Plus!: Google+ For the Rest of Us and learned first-hand that self-publishing is a complex, confusing, and idiosyncratic process. …
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Guy explained that when readers contemplate buying your book today, they often don’t even notice the publisher. They look instead at the ratings and reviews received by the audience. What’s key in artisanal publishing is that you start with a good book, and then market the book with everything you’ve got. Marketing a book for many would-be authors is a daunting task, and thousands of self-published authors are ignorant of what’s required to get the word out (or they detest the marketing process altogether). …
To further the artisanal analogy, think of an artisanal baker. Do we think s/he is an entrepreneur? Absolutely. She is making the bread, selling it, distributing it, etc. Would you ever go up to an artisanal baker and ask, “Is the reason why you have your own bakery that you didn’t get accepted by a large national baked goods manufacturer?” No. We don’t even think of that question. Guy is hoping that artisanal publishers will soon earn the same respect and merit as other artisans.
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Guy shared: “If you gave me two choices – one where there’s a small group of powerful people who pick the winners and losers versus complete and utter anarchy where anyone can publish a book, I would pick anarchy, fully realizing that most books that emerge in this arena will be poor quality. The situation of anarchy and the lower barrier means that there will be some gems that would never have been published in the old world – true gems — and that makes it worthwhile.”
“Imagine a world where you couldn’t start a company unless you had an MBA. That would rule out Google, Apple, YouTube, Cisco.” Supporting artisanal publishing is similar to saying “NO!” to the idea that only people with MBA’s can start a successful company. Guy shares, “A world where only a few hold that type of control and power is not a world I would recommend.”
Link to the rest at Forbes
Posted by Bridget McKenna