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Publishing means to design and manufacture a
work: book, booklet, report, monograph, publication, audio, CD,
video, etc. The work is often written, and of course the publisher
offers it for sale.
Note: if your goal as a publisher is
to promote your business through writing, then you may publish brochures,
booklets, articles and reports and give them away to your target
customers. Alternatively, we have worked with a number of companies
who have created such materials and offered them for sale. These
publications created a new profit center for some of our clients.
Traditional publishers typically accept
manuscript submissions from agents and authors and select a certain
percentage for publication. Publishers typically pay authors an
advance (nonrefundable) as compensation for writing the work. When
the publisher sells enough copies or units of the product to recover
or “earn out” the advance, the publisher typically pays
the author incremental compensation in the form of a royalty. Authors
could earn royalty payments so long as the product remains in print
and continues selling.
Royalty rates can range from 5% to 10%
of the retail price of the book or 5% to 10% of the wholesale price
of the book.
The wholesale price is the price at which
the publisher sells the book to wholesalers and distributors. For
a book that sells for $10.00 in a retail bookstore (list or cover
price), the wholesale price could be between $4.00 and $6.00.
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