You Can Start Your Own Publishing Business

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On the other hand, topics of strictly local interest which New York houses wouldn't touch with a three-meter pole can sometimes be just right for the self-publisher. For instance in 1972, just after Hurricane Agnes wreaked havoc on the East Coast, an enterprising photographer quickly put together a 24-page illustrated booklet detailing the damage done by the storm in his medium-sized city. Gift shops and stores completely exhausted the 5,000-copy press run within two months.

Before you start on any self-publishing venture, you should also consider how many pages to aim for, the possible dimensions of the finished book, and the initial number of copies you want to produce. Page size and the total number of pages are the single biggest cost factors . . . exclusive of such things as color reproductions, special card stocks, embossing, and the like. Once plates and negatives are made (and be sure to ask the printer to save them!) per book cost plummets with a greater press run. That is: The more copies you print, the less each individual copy should cost. Be sure and take this into account too.

Of course, if you anticipate only a limited market—or just want to play it safe—it makes no sense to place a large initial order for booklets just to bring down the "per book" cost. Here, the most intelligent thing to do is pay more for each book—at least on your initial test printing—rather than stuff a thousand unsold copies under your bed.

CAN TYPESETTING BE JUSTIFIED?

Depending on the book you're producing, you may want to hand letter, set on a typewriter, or typeset its copy. And, if you choose "real" typesetting, you must next decide if the columns of copy will have a ragged right edge or if they'll be "justified".

Typesetting has two purposes: to increase visual appeal, and to cram more words onto a page (which can mean a substantial reduction in printing costs). A book set in a serif type font and squared-off columns looks fancy, and that fanciness can sell books. However, before you rush off to the typesetter let's take a cold, hard look at the costs involved in justifying your copy.

Unless you know someone in the business, typesetting rates vary from $7.50 to $20.00 an hour in most locales (which can obviously make production costs soar unless coupled with a financially attractive printing arrangement). If you prefer to set your own justified copy, IBM will lease you a composer (that you can plug into any electrical outlet and use right at home) for six months for about one thousand dollars. It goes without saying that, if you're planning only one book, the costs of leasing such equipment are too high. After all, your goal is the highest percentage of return on the smallest possible investment!

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