DISCLAIMER: This information is based on my employment with Big 5 houses, and my experience as a literary agent.
I know there are those out there who’ve had totally different experience, who went on whirlwind book tours right out of the gate. Whose book was picked up in a pre-empt on the very first day, received a massive seven-figure advance or was the star of a four-way auction for a three-book deal. It absolutely can and does happen.
This article is not intended to discourage writers or in any way disparage the publishing industry. This article is simply meant to show the potential path the average submission takes. To provide insight on what first time authors can expect on the road to being traditionally published. I get this question all the time, I thought there might be others who’d also like to know.
Let’s begin.
Navigating the labyrinth of the publishing world can be daunting for both new and experienced authors. The journey from crafting a manuscript to seeing your book on store shelves is often shrouded in mystery, fraught with challenges, and cloaked in anticipation. Hopefully the following information will help publishing hopefuls better understand the process of what happens when an agent submits their book to traditional publishing.
Submission Process:
Depending on your book (and your agent), submission efforts will vary. The agent will either send to a few editors at a time and wait for feedback before starting another round, or they’ll send to many editors simultaneously. There’s also the possibility of an exclusive submission.
Once the book is submitted, you wait for a response. The response can take anywhere from a day to a year and sometimes even longer. There are even times when the agent never hears back from the editor, regardless of how much follow-up the agent does.
Response Options:
One of two things will happen, the editor will either like it or not.
If not, and the editor passes, the submissions continue. A pass isn’t a final judgement on your book, it just means it’s not right for that particular editor, at this particular time, for whatever reason.
If the editor likes it, then they take it to their acquisition meeting to seek the approval of either the publisher of the imprint and/or the entire team consisting of other editors, marketing, PR and sales—depending on the imprint’s procedures and protocols.
Unfortunately, the interest can also turn into a pass if the rest of the group doesn’t agree with the acquiring editor’s assessment and desire to publish the book.
But, if everyone gives a thumbs up, you move on to the next steps.
Green Lit: The Offer
Cue the trumpets, the editor has been given the green light to make an offer on your book.
The editor will come back to your agent with the advance amount and the basic terms: royalties percentages, territories they can sell your book into (usually World English) and other sub-rights they’d like to have, such as audio and foreign language.
Assuming this is an imprint and an editor you’d like to work with, and the advance and terms meet with your approval, you accept and wait for the contracts. At this point, it’s not a good idea to make any formal announcement. You can tell your friends and family, but don’t post the name of the publisher on social media. There are still a number of things that can happen prior to full execution of the contract, so it’s best to wait until the contract is fully signed by both parties before making a formal announcement.
The Advance Payment
The advance amount will vary. First time authors can usually expect around $3000-$10,000 depending on the book, the perceived saleability and marketing potential of the author– more on this later.
Among the terms of the contract will be how the advance is to be paid. Most common is half on contract signing and half on acceptance of the finalized manuscript. Please note 15% of the advance (and subsequent royalties) will go to your agent.
I should mention here, there are rare cases where a contracted book is canceled for reasons deemed necessary by the publisher. In this case, the author is not required to return any part of the advance paid. However, should the author cancel, they will be required to return the money. These points are usually called out in the contract.
The Acquisition
Once the contract is signed, congratulations, your book has officially been acquired. After you finish your happy dance, you move on to the next phase: working toward your pub date—which is averaging one to two years before your book is released into the world.
During this time, you’ll work on different aspects of the book with your in-house team including: fine tuning your manuscript with your editor, choosing cover concepts with your art team, maybe even brainstorming titles. While you have creative input on these, the publisher has the final say – unless you can get it in your contract that you have final approval; not an easy get.
Marketing and PR
Approximately six months (plus or minus) prior to your pub date, a marketing team will be assigned to your book – one of many upcoming titles that they’ll be handling. Effort and results will vary.
One of the most misunderstood aspects of publishing most new authors fail to realize is the publisher does not do the majority of marketing for you. I’ve lost count on how many times I’ve received queries from authors saying they want to go to a traditional publisher so they “don’t have to market their book” or wants the publisher to send them on book tours and signings—or my favorite—have the editor “help them make their book better”.
Please understand you will do the majority of heavy lifting when it comes to marketing your book; and unless an editor falls madly, deeply and totally in love with your book, they won’t move mountains to make it better. That said, most agents won’t take the book unless it’s polished. However, even polished manuscripts have room for improvement, which is usually the max input for house editors; and, rightly so. But I digress.
Most mainstream publishers will do basic marketing, like book review requests, email blasts to media outlets, and other social media efforts. Many will contact what I call the “BAs”, the regional independent bookseller associations/alliances. The in-house sales teams will present it to their accounts with the rest of their stable of books.
Depending on the type of book, there might be other low hanging fruit to go after, but on average it’s low-medium touch, which is why it’s important that you, the author, build your platform, and hone your own marketing skills. Giving your marketing team something to grab on to makes their job a lot easier, which can lead to bigger opportunities for you and the book.
Publication Day
The day finally comes when your book is released into the world. It’s important to know that these pre-launch marketing efforts are just that, pre-launch. After the book’s release there’s a good chance you’re going to see and hear less from your marketing and PR team.
Now that your book is released you’re headed for back-list, and the marketing team needs to focus their efforts on the next round of front-list books. Sounds harsh I know – it’s not meant to be mean spirited, just the nature of the beast.
Keep your team informed of all on-going marketing efforts, and they in turn can provide support. Also, don’t be shy. Make suggestions, ask for assistance, be creative. If you put the work in, they usually will too.
However, there will/should be other things going on behind the scenes at the imprint. Foreign language, audio book, and other ancillary rights that you’ve allowed the publisher to have, are being leveraged. There could be serialization or licensing opportunities—again, depending on the book.
Most publishers do specific marketing for back-list titles. So, keeping the marketing momentum going on your end, helps with this as well. You should be looking at magazines, blogs, podcasts and other places where your potential readers hang out.
Check out your favorite authors to see the types of marketing they do. There are informative workshops and webinars on marketing your book and growing your author platform offered by reputable publishing professionals and successful authors that may help.
Writing the book is only half the battle. Getting published is a constant and ongoing effort. It isn’t about putting your feet up and letting everyone else do the work. If you build it, they will come, but you’ll have to show them how to get there.