Congratulations!
You have overcome the first hurdle in business publication. Whether through an agent or through your own presentation, the publisher is interested in your book proposal (a package that includes your proposal, one or two sample chapters, and your biography). The next step in this delicate dance is the Reader’s Report – a market feedback tool used by a publisher as part of the publishing decision process.
A “reader” is someone who is trusted by the publisher for their business acumen. In other words, readers help the publisher decide if their book concept can be sold. The editor solicits opinions from an eclectic mix of readers, reflecting different tastes and points of view on the subject. For example, two people can be interns or editorial assistants within the publisher; authors from an unrelated field; professionals within your industry; avid readers interested in the topic and friends of the editor. Usually your proposal is submitted blind to the reader, which means that your identity is anonymous.
In a Reader Report, the editor asks questions that focus on the marketability and the target customer.
1. Identify the main library category.
2. What’s new here? How is the author in touch or a little ahead of the market trends?
3. Does the title work? Do the title and subtitle clearly indicate the benefit of the book or is the customer misled about the actual premise of the book?
4. In a catchy line, how would you present the book to the publisher’s sales reps?
5. Characterize the author’s writing style. Identify the sections where the author engages the reader with compelling stories or examples.
6. What are the key themes of the book and why are they intriguing?
7. Would you buy this book or would you recommend it? Please explain.
Upon receipt of these reports, the editor reads these responses for consistency. For example, an editor is sensitive to the following points.
1. Did readers identify the same key themes? If so, it is a good indicator that the structure of the book will be strong.
2. How are catchy one-line sentences alike? Consistency here indicates that the author understands the main library category.
3. Do readers buy the author’s premise? Is the reader convinced that the author will deliver the book as described? Why or why not? The publisher looks for reasons to trust the book’s market position before moving on.
Before contacting you and sharing feedback, the editor can circulate the proposal and reports to marketing and sales colleagues for their views. At this stage, it is likely to be an informal request. A smart editor knows how to build buzz around an exciting project. No book is successful alone. It takes a team of people as passionate as the author and editor to commit the financial resources necessary for the project.
Unless the project is competitive, patience is a virtue of the author at this stage. Calling the editor every day is not a winning strategy; alienates the publisher. When the publisher follows up with you, usually within seven to 10 days of analyzing the reports, you can expect several possible results.
1. For whatever reason, the editor rejects the proposal. Because it was an accomplishment on your part to go this far in the process, be sure to ask for specific feedback. This is your chance to be curious about the publishing business and not be defensive about your work. Try to put yourself in the editor’s shoes and understand his rationale.
2. The editor suggests substantial changes and invites you to resubmit the proposal for consideration. The ball is now in your court. If you agree to the changes and believe that these changes will make the book more robust, you may want to accept this request. Otherwise, you may decide to try other editors.
3. The editor suggests minor changes and plans to present his proposal at the next editorial board meeting. If the board (editorial, marketing, production, and sales representatives) agrees to purchase your book proposal, the next step is a contract offer from the publisher.
In conclusion, readers play a fundamental role in the editorial decision process. This article highlights the key steps. For more information on book proposals, see Five Key Secrets to Winning Book Proposals and the Book Proposal Submission Checklist.