Mark Mathes: Publishing Answers to Your Frequently Asked Questions

By Mark Mathes

Mmathes1@gmail.com

985-415-6367

Where do I start?

Writing a book is a solitary effort. As you complete your self-revision, it becomes a team effort. The good news is there are many qualified experts who can help you in editing, book design, book marketing, and publishing. Whether you publish one book or a series, you are the CEO of your publishing company.

Who owns the copyright?

It’s critical that the author owns the copyright to her intellectual property. Your rights to exploit your IP depend on ownership. You must register your work with the US Copyright Office, and publish the copyright notice normally on the copyright page. Copyright protection lasts for the duration of the owner’s life, plus 70 years following her death.

How do I decide what genre I’m writing in?

Genre is the type of fiction or nonfiction. Genre fiction can include mysteries, romance, crime, history, science fiction, fantasy, speculative and much more. Readers expect certain themes, certain styles of writing and certain book cover design styles.

How do I know who my audience might be?

Once you’ve slotted your book into the appropriate genre, think about the attributes of your ideal reader. This can include children, middle grade, young adult, new adult, or adult. Are you writing for girls and women, boys and men or anyone? Describe what you think your ideal reader enjoys in books, movies, or television shows. Go further in the exercise about your ideal reader’s struggles, fears, and insecurities. What makes them happy, sad, or angry?

Do I need an editor?

Publishing a successful book is a team effort. It starts with a writer, and editor and coach who can craft a story together in the writer’s voice in a style that is in demand in the marketplace. With over half a million books self-published every year, the need for quality and differentiation has never been more critical.

How much does it cost?

I offer to read one or two of your chapters for a free evaluation. This includes line and structural edits, suggestions, and questions. Soon after that, we talk about your goals, how do you want to publish and the timeframe. I quote a flat fee guarantee.

What else should I budget for?

An author who wants to publish independently should budget for a cover design. Some of the publishing platforms like Amazon KDP, Kobo and Draft2Digital can be technical, so some authors hire a book designer or buy software to help.

When is my manuscript ready for editing?

Your book is ready for the first round of editing when you’ve completed the first draft and revised it so much that the revisions are improvements and not just changes. Some authors get stuck mid-stream. I can help focus the characters, story arc, narrative, conflict, dialogue, description/setting and more. I’m able to coach authors as a work-in-progress.

How long does it take to edit a manuscript?

Most manuscripts require two passes for structural editing and line editing, interior design and proofreading. The quality of the manuscript affects the speed that which these steps can be completed. I have completed the editing process from manuscript to marketplace in one month to nine months, depending upon the author’s revisions and the timeliness of publication.

What about a contract and a non-disclosure agreement?

I gladly offer a non-disclosure agreement with each prospective author for their peace of mind. After we discuss her work and publishing goals and reach terms, I draft a letter of agreement for our individual responsibilities, performance milestones and other terms. Mark's email here.

Why do I need an agent? How long does it take to find an agent?

You do not need an agent if you will publish independently. An agent dreams of finding a multi-book author who can create a popular franchise that can extend for a decade or longer. An agent looks for a wide variety of literary rights she can exploit, including subsidiary rates, first serial rights, second serial rights, foreign rights. Licensing, of course, for live performance, film, toys, merchandise and animation. Most agents do not seek a one-book wonder.

Do Big 5 traditional publishers read submissions that are not from agents?

The Big Five publishers have consolidated to the Big Four, as Penguin Random House made a deal to buy Simon and Schuster in 2020. The other three are Macmillan, Hachette Book Group and HarperCollins. They increasingly rely on agents for recommendations and introductions to authors who’ve been screened and scrutinized.

What’s the slush pile?

A slush pile is the of unsolicited manuscripts that accumulate in a publishing house or an agent in basket. Authors may have only a minute or two to grab attention before editor’s find a reason to reject the submission. Don’t give them that reason.

What are the formats for a book?

Hard cover, paperback, e-book, audiobook. Reedsy book size guide 6 x 9 inches is common.

Fiction: 4.25 x 6.87, 5 x 8, 5.25 x 8, 5.5 x 8.5, 6 x 9

Write your story once and look for multiple revenue streams. These include exploiting subsidiary rights, including first serial rights, second serial rights. And licensing.

Who decides what size for my book?

If you are traditionally published, the publisher alone decides the size and format of your book, and likely the cover design. If you all are independently published, you make the decision within the established format and size of your genre: YA, cozy mysteries, picture books and the like. Format, binding, paging all costs money. Design can help or hurt your profitability.

What are royalties?

Royalties are the net proceeds to the author after retail, distribution and publisher expenses are deducted. Royalties from international sales may be reduced further by currency exchange.

Can I get somebody to market my books?

Writing your book is half the job. Some authors enjoy meeting readers and selling their books. For those who don’t, many independent services can help find your audience and market.

What are keywords? Metatags?

Book browsers often use phrases and keywords when looking for genres, books by topic or individual authors. Amazon and other platforms change the formula or algorithm that affects keywords and the metatags that are embedded in individual books.

How do I make the cover myself?

Few creators of a consumer product would rely on their own skills in design and packaging. A book browser may spend 2 or 3 seconds on an individual book cover or title. Why risk your intellectual investment of a year or more on an amateur effort?

What makes a good book title?

A great title inspires, motivates, piques curiosity, and drives the book browser to buy the book. A subtitle can help and they are common in nonfiction. You won’t find your title in your first draft and maybe not your 10th draft. My own record for drafting a title was 48. My successful title was number 49. Many readers enjoy finding the title embedded in your story. Goodreads has lists of book titles for research and inspiration in your genre.

I found photos on the internet. Can I use them for my cover?

Photos on the web may be copyrighted and require purchase/permission. Others may be stock photos that are for sale and widely used for many commercial applications. Other photos may be royalty-free but may require permission and may be restricted for use to editorial or news publications, but not books.

What goes on the back cover?

Your back cover is critical to selling your book to the casual browser. Key elements include marketing summary, art/photo, cover blurbs endorsing the book, author mini-bio and maybe headshot, barcode/ISBN, and often the price.

What is a cover blurb? 

A cover blurb is a tightly worded endorsement of the book in 2-3 sentences by prominent individuals who are recognizable in media or publishing, the field or topics of the book or other expertise that will influence the success of the book. Authors and their publicists must reach out to targets who they hope will read the advance reading copy (ARC) and respond before publication deadlines.

What is a cover line?

A cover line is a hybrid that is neither an editorial subtitle nor an overly commercial book marketing text. A cover line can identify a series of books. A cover line can promote a character. A cover line can proclaim “New York Times Best Seller.”

What is a subtitle?

A subtitle helps convey more information than the title, which ranges from 3 to 7 words in nonfiction. The title and subtitle help discoverability by book browsers in print and online.

What common mistakes by independent authors do you see?

The list is long for attributes that suggest a “homemade” book: cover/ back cover, book size, interior design, title/subtitle, ISBN categories, copyright, typeface and point size, chapter organization, front matter, back matter, pricing, cover blurbs.

How can I learn more about writing?

Join a local writing group in your area. Ask at your library, community center, Meetup or college.

Some groups discuss books. Others critique the writing of members. State groups often have local or regional chapters. For example: Florida Writers Association. Florida Authors and Publishers Association. Florida writing groups.

What is front matter?

A book manuscript has three parts: front matter, text and back matter. The front matter includes the title page, the frontispiece, copyright page, table of contents, dedications, preface or foreword, acknowledgments, and introduction.

What is back matter?

Back matter for nonfiction includes an author’s note, index and glossary, endnotes, additional sources, charts and illustrations, and infographics. Fiction books may include an author’s note, a list of characters, and additional sources, particularly in historical fiction. Authors who are popular with book discussion clubs and libraries often include a page of questions and prompts. Smart publishers and authors include a sample chapter of their upcoming book to hook readers.

What is a caption?

A caption or cutline describes what is in a photograph, illustration, infographic, or table. This includes the date of the event and what is taking place. Captions are often written in present tense for journalistic purposes to convey immediacy. A caption may include a credit line of the photographer or artist. Individuals are identified from left to right.

What is a credit line?

A credit line may include the name of the photographer illustrator company who created or supplied a photograph illustration diagram chart or artwork that is published in a book, a magazine or newspaper. The credit line is normally part of the caption, or cutline.

What style books do you follow when editing manuscripts?

Once the author and I determine who the audience is and how it will be published, whether traditional or independent, we talk about the appropriate style for consistency. I am experienced in the Chicago Manual of Style, Associated Press Stylebook, the New York Times Manual of Style and Usage, APA Publication Manual, The Wall Street Journal Guide to Business Style and Bloomberg. I have created two style books for New York Times Co. newspapers.

What is a style sheet?

A style sheet is a unique guide I create for each of my author clients for consistent language, punctuation, capitalization, dialogue and interior book organization and design. The style sheet, normally 6 to 10 pages, guides the writer and editor and proofreader and publicist during the writing, revision, editing, proofing and finally the publication.

How can I make my independent book look professional?

It starts with a cover that is attractive to readers and browsers in the genre you are writing. The back cover is critically important for a short treatment, mini-bio, and 3 to 5 cover blurbs with tight quotes from influential people about your book. In a print book, the back cover contains the barcode with the ISBN for cataloging and may include the price. The copyright page helps protect your work, as self-evident, and also displays the ISBN for each format (hardcover, paperback, ebook, audiobook), three or so BISAC categories to help discoverability. Independent authors list the location and contact information of their publishing company. Other front matter like the dedication, acknowledgments, and author’s notes help establish credibility. The organization and interior design include chapter titling, table of contents, body typeface and display typeface. Back matter can include lagniappe that the reader may consider an extra treat. Fiction authors whose work is attractive to book clubs can include discussion questions. All books can include Additional Resources, including maps, charts, glossary and more references.

What is Print on Demand?

New digital printing technology can make short-run book production economical when considered against a longer production run of books at a lower unit cost that must be warehoused for a demand that may never materialize. Amazon and IngramSpark offer POD, and so do many regional printers such as Total Printing Systems.

How do I set the price for my book?

The ability to set the price on your book is an important power that a traditionally published author does not have. The publishing platforms, from Amazon, Kobo, D2D and others, make adjusting prices fairly easy. Pricing should be part of your long-term strategy to build awareness for your book, and your series. Publisher Rocket is a useful, affordable software to help you analyze comparable authors and titles you are competing against, to help find keywords for Amazon and social media marketing, and to define your genre.

--mark 042025

Mark Mathes

985-415-6367 mobile/text Email

PO Box 1053

Sarasota, FL 34230

80 published books since 2015. Many as editor at regional independent Pelican Publishing in my hometown New Orleans. 

My website: writing, editing, publishing website with tips, trends, Florida author news

My publishing career of 5 decades. LinkedIn. Connect  there?

Interview I did about publishing trends with author/podcaster Richard Bonte, one of my clients.

President of Sarasota Fiction Writers. I'll send you my most recent newsletter.