# Tuesday, November 03, 2009
Marketing in a Digital Age
Posted by Jane



More than a year ago, I left a comment on the Booksquare blog by Kassia Krozser, on a post titled "Why Publishers Should Blog." Kassia argued that publishers needed to be more vocal about supporting the titles they publish. I responded:
Definitely agree, but I have to wonder if the lack of enthusiastic comments direct from publishers is primarily due to lack of time (and energy, sadly). If an editor (or whomever) is juggling dozens of projects in a given year, accomplishing just the basics can be enormously demanding. (Lean staffs!) The “friendly” online marketing or buzz building has often been left to the authors, rightly or wrongly.
Kassia didn't agree with me then, and now I don't agree with me either.

However: I'm not convinced it's the publishers who need to market and promote as much as the individual people who work at the publisher. That's because Publishers speaking as Publishers may not be very interesting to listen to, and it's hard to develop a relationship or carry on a conversation with the corporate entity "Publisher" unless we're talking about an imprint known for a specific type of work (like Tor), or a publisher focused on a genre (like Harlequin). What is the "voice" or approach of a publisher if they have dozens and dozens of potential target audiences?

Maybe Publishers (as corporations) don't need to "blog," but an imprint and its community of editors must be involved in efforts to spread word to a community of readers, through whatever channels or tools make sense for a particular topic, since editors are unique in their position of knowing the content so intimately (and hopefully the audience too!)—not to mention very influential in how the book performs.

All this to say two things:

First, I'm participating in a free webinar hosted by Digital Book World, Marketing in the Digital Age: Batteries Not Included.

This webinar may not be specifically geared to aspiring writers, but the story I told above is an important one when you're considering who to publish with and what to expect.

Authority and influence no longer lie with traditional media outlets and traditional marketing techniques. The old buttons we all used to press don't work any more. And frankly, many of the new buttons don't work either, depending on how well you use them.

So this webinar promises to be a fascinating discussion about what it means to market books (or content or media) in a digital age. I'll be joined by Guy Gonzalez (Digital Book World), Diana Villibert (Marie Claire), Patrick Boegel (Media Logic), and Dan Blank (Reed Business).

It's an incredible honor to be included, and it's amazing to think how far my company F+W has come in its approach to publishing.

Which leads me to my second point: I recall in 2007 longingly reviewing the first Tools of Change Conference schedule, and wanting to be savvier and more forward-looking in my publishing approach. I recall hearing Mike Shatzkin speak that same year at BEA, and feeling the urgency of his message.

I don't think I would've believed it if God himself had told me: that my company would be hosting Digital Book World in January 2010 (with Shatzkin as program chair), and covering consumer publishing issues in a way that helps me keep Writer's Digest growing and profitable when so many things in the print-based business are changing (often diminishing).

Two sessions I am most looking forward to:
Back-Loaded Book Deals: No (and Low) Advance Contracts, Profit-Sharing and Other Innovative Business Models (with Robert Miller of HarperStudio, Rogert Cooper of Perseus Vanguard, and agent Susan Ginsburg of Writer's House)

New Business Models: Changing the Commercial Rules of Publishing (with Richard Nash, Eoin Purcell, Chris Morrow, and Diane Naughton)
In short, I don't have to be sad about not being able to attend TOC any more.

Conferences/Events | Digitization & New Technology | F+W Life | Industry News & Trends | Marketing & Self-Promotion
Tuesday, November 03, 2009 7:24:22 PM (Eastern Standard Time, UTC-05:00)  #  Comments [5] Trackback
# Wednesday, October 21, 2009
Achieving a Dream of Mine
Posted by Jane




Years ago, back when I was directing the trade books and market annuals for Writer's Digest, I would often have a conversation with author Christina Katz that went something like:
CK: Hey, you guys should bundle together XYZ!
Me: Yeah, I wish we could! We're not set up to do that, though.
CK: You should also sell combined subscriptions to the magazine and WritersMarket.com.
Me: Yeah, that would be great! We're not set up to do that, though.
CK: Have you ever thought about creating XYZ package of services for one low price?
Me: Sounds cool. We're not set up to do that, though.

Back then, Writer's Digest operated in fragments, depending on what division of the corporation it belonged to (book division, magazine division, education division, event division, etc). Each division focused on selling a particular book or product or service, rather than developing an integrated community serving up solutions directly to an audience of writers.

When I talk about publishing changing, this is what I mean: We (authors + publishers) must have conversations with audiences/readers to learn how to serve their needs, rather than try to push a specific product-widget. And "serving needs" is that remarkable mix of content, service, packaging, design, personalized interactions, digitized or interactive formats, conversations, community—whatever it is that offers the best solution.

But it's hard to do that when you're a magazine focused only on selling more magazines. You look at everything through the lens of how to keep the magazine alive.

And it's hard to do that when you're a book line only focused on selling more books, and are rewarded only by book performance.

And so on.

A year ago, F+W took the step of reorganizing its business based on interest area. And I took the lead for the the Writing Community.

It's been quite a year, and many things have changed behind the scenes, including how we run our eCommerce and direct-to-consumer business. (E.g., we no longer have a mail-order club, but we do have Writer's Digest Shop.)

And now, as of this week, Writer's Digest has integrated its two most popular services into one full-service plan (with perks!).

We're calling it the VIP program and it includes a one-year subscription to the magazine and a one-year subscription to WritersMarket.com. As a VIP, you get 10% discounts all year for WritersOnlineWorkshops.com and Writer's Digest Shop (which already offers Amazon-like pricing), plus a free webinar recording on marketing/promotion. (VIP price tag: $49.99. Amounts to 75% discount off retail, monthly rates.)

It may seem like a small thing to people outside of the business. But it's a symbolic step on our path to a truly audience- or reader-driven approach. And it's light years of progress from when I started at F+W Media in 1998. Consider what's changed:
  • Our reach is widest through online channels, which didn't exist in 1998.
  • Writers can have conversations with our staff instantly through social networks, which didn't exist even a couple years ago.
  • Our editors work on content and service, rather than focusing on books or magazines. They are also active partners in the conversations that market and promote those products.
From this perspective, it's a good time to be in publishing. There are unlimited opportunities for those who can directly reach their audience, have the energy to engage, and are willing to experiment with new business models.

F+W Life | General | Industry News & Trends
Wednesday, October 21, 2009 12:46:39 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [5] Trackback
# Thursday, September 24, 2009
A Note About My Good Friend Earl
Posted by Jane




There's a joke by Jay Leno that goes something like:
Go through your phone book, call people and ask them to drive you to the airport. The ones who will drive you are your true friends.
And there's another saying, in publishing: Only work with authors who you wouldn't mind being stranded with in an airport for 8 hours.

In 2003, at my first year speaking at the Midwest Writers Workshop, I spent a lot of time in an airport with Earl Conn, one of the founders of the organization.

My airport memory is my fondest memory of him, when we traveled together to Indianapolis, about an hour's drive, to pick up the famous George Plimpton, the MWW keynote speaker. Plimpton's flight was late, so Earl and I ended up chatting in the airport for a couple hours until our VIP arrived. (Read a personal essay I wrote on the experience of meeting Plimpton here.) Earl bought me a pretzel, talked about his years of teaching and writing and Ball State, and he was also the only person at MWW who knew the exact location (and claim to fame) of my hometown of Oakland City, Ind. (That's because he wrote a popular travel column about Indiana.)

I got news this week that Earl passed away. It's a great loss for the Midwest Writers Workshop, and he'll be greatly missed. One of our last conversations was about whether some of his essays and book ideas should be developed further and taken to publishers, or whether he should look at independent options. He was a devoted and energetic writer to the end, and I'll miss his wise and insightful presence at MWW.

My thanks to Judy Joslin for sending me the above photo of me & Earl at the most recent MWW.

For more that I've written on MWW in general:

Conferences/Events | F+W Life | General
Thursday, September 24, 2009 9:05:24 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [1] Trackback
# Thursday, September 17, 2009
Benefit From Our Conference From Afar (or Nearby)
Posted by Jane



It's definitely one the favorite parts of my job: speaking at events and meeting writers and other professionals in the business.

This weekend, Writer's Digest debuts its first stand-alone event in New York City at the Marriott Marquis on Times Square. (And there's still time to register on-site at the event, for just a day or for the whole thing.)

For those who aren't registered, you can still get a piece of the action!
  • Read up-to-the-minute reports from our conference floor, by the Writer's Digest staff, at our conference blog.
  • Follow the event on Twitter: #wdc09. Here's a direct RSS feed/page if you're feeling a little confused by those instructions.
  • Join us at our first-ever Poetry Slam, at the NYC Bowery Club, Friday night, 8p. Mention Writer's Digest at the door, and you can still get in even if you're not registered for the conference.
  • Or join us Saturday night! Speakers and staff from the conference are having a NYC Tweetup. At 6p, everyone will meet at the Atrium Cafe (8th floor of Marriott Marquis). At 7:30p, the group moves to Joe Franklin's Comedy Club (713 Eighth Ave at 45th St). $10 cover charge. Here's a link to the Facebook invitation.
For those who are registered, I look forward to meeting you in NYC!

Conferences/Events | F+W Life
Thursday, September 17, 2009 5:32:19 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
# Wednesday, September 16, 2009
Your Friends & Family Are Wrong
Posted by Jane




Time for a little tough love.

To all those writers who say:
  • My family has encouraged me to write this story
  • I had this idea while talking with friends, and they thought it was brilliant
  • My [insert close friend or family member name here] absolutely love my stories
  • I read my work to my students, and they think I should get it published
You need to ignore what these people are telling you.

You need to write because you can't do anything else. Because you would suffer if you didn't.

Your motivation to write has to come from within.

Don't write (only) because you were given validation or permission by someone close to you. What you really need (require) is your own inner conviction.

...

When I was a kid, my mother wrote a middle-grade fantasy novel. I read it many times. I absolutely loved it.

I remember her blue-gray electric typewriter that weighed a million pounds sitting on the dining room table. It had a very loud mechanical hum and the table vibrated and shook during periods of vigorous typing.

My mom consulted Writer's Market at the town library and sent her manuscript to dozens of publishers. She received all rejections, though some were encouraging and personalized. Eventually the typewriter was packed away in a closet.

Flash forward 20 years. The old manuscript is dusted off, brought into Microsoft Word, tweaked, and … everyone knows what's next.

I read my mother's book once again, not as a young daughter, but as a publishing professional who gives advice to writers.

I bet you're all wishing you had a family member in publishing to help you out, right?

It can be a curse rather than a blessing.

Family members are supposed to encourage and support you—act as cheerleaders during the long periods of rejecton.

There are some unusual cases where your family/friends can offer critical feedback as insightful and careful readers, and you can make excellent use of it.

But for most writers, you must not and cannot rely on your family and friends to give you this feedback, even if they are your target audience. And you especially can't rely on them to tell you that your work deserves publication (or to give you ANY kind of business-of-publishing advice).

Unless, of course, your daughter works in publishing and has a job that specializes in giving advice to writers.

Mom's story read very differently to me as a grown-up. I gave her feedback on how to revise it for today's market.

The manuscript is back in the proverbial closet.

But in the years to come, I know I will treasure and cherish her work more than any publisher could.


Photo credit: Pliable Trade

F+W Life | General | Getting Published
Wednesday, September 16, 2009 11:15:50 AM (Eastern Daylight Time, UTC-04:00)  #  Comments [4] Trackback
# Thursday, September 10, 2009
Book Promotion: Like Shouting Prayers Into Hurricane
Posted by Jane



I first met author N.M. Kelby at the AWP Conference in Atlanta. The Writer's Digest staff includes many fans of her work, so it was thrilling to talk with her about a potential book project.

I'm now proud to announce the fruits of our collaboration, new to our list this fall:
The Constant Art of Being a Writer.
Kelby recently did a Twitter-style Q&A interview for Reckless Hearts, and shared the answers with me.

1. Favorite book as a child?
Loved my father’s copy of The Last Days Of Pompeii by Edward "It was a dark and stormy night" Bulwer-Lytton. That explains a lot, doesn’t it?

2. What are you reading right now?
The Escoffier Cookbook and Guide to the Fine Art of Cookery. Don’t you want to know why?

3. Read aloud a favorite segment/recipe/poem from your book …
Smoke billowed out into the street, blanketed the stars. It tinted the night sepia, as if the moment had already been lived and forgotten.

4. Why that title?
TRAVEL GUIDE FOR RECKLESS HEARTS? Who doesn’t have one? Who doesn’t need a guide to travel through the world with that joyous unruly beast?

5. Why independent bookstores matter?
For the same reasons that cowboys matter, their wild untamed spirits. They make their own rules. Plus they know bull when they see it.

6. Favorite part of writing a book?
To write a book is to begin a conversation. I love to tour and finish that chat face to face. Nothing is more fun than reading for readers.

7. Least favorite part of writing a book?
I know it’s now a writer’s job to promote their book but sometimes it feels like you’re shouting prayers into a hurricane.

8. Are you working on anything new?
Yes. BTW This could be my first answer under 140 spaces.

9. Do you have any superstitions, lucky charms, or rituals around your writing?
I arrive at my desk by 9 a.m., take 30 minutes for lunch, and leave at 6 p.m. It’s a job, after all. A great job––but still, a job.

10. Comment on the writing life...
THE CONSTANT ART OF BEING A WRITER: THE LIFE, ART AND BUSINESS OF FICTION is my comment on the life. It’s more than 140 spaces––it’s $17.95.

11. Hardest part of the creation to publication experience?

Writers are public dreamers––the work itself is a great joy. Selling dreams twelve to a carton is another story.

12. Why do you write?
Asking a writer why they write is like asking a dog why they breathe … they don’t understand the question but they’re still hoping you’ll toss them a bone.

13. When do you write?
I write when I am sleeping, lying, eating, flirting, praying, and pulling weeds. Living life is writing. It’s paper optional.

14. When did you know you were a writer?
When I was about 7 years old and started creating library books for my dolls to check out.

15. What, or Who, will you dish on, as in gossip about, at dinner?
I have a great many Dwight Yoakam stories––some of which involve me being naked, which, surprisingly, is more innocent than it sounds.

16. What will make you a scintillating dinner guest?
I believe in fun, gossip, and the well-turned phrase and am a consummate foodie. Heck, even my in-laws like to eat with me.

17. Who is your favorite new author?
Chef Auguste Escoffier––although he is dead and only new to me.

18. What is your drink of choice?
I drink bourbon and wine, although not usually in the same glass. Of course, there is an exception to every rule.

19. What is your favorite food?
If it isn’t moving, fried, fatty and the word “atomic” is not printed before it on the menu, I’m willing to give it a try. I’m all about the food.

20. Will you talk business over dinner?
Why would a writer talk business at dinner? That’s like asking your ex who makes the best surveillance cameras.

--

After Kelby's workshop at the Writer's Digest/BEA Conference in 2009, she handed me a print-out of one of her slides. I have it hanging in my office now—see below.

(Hint: Our authors-speakers are always such a delight. You can experience them too at our conference next week in NYC. Register here for the full event or just for a day. Use code PC109 to get $50 off a full registration up until Monday.)


Conferences/Events | F+W Life | Fun | General | Marketing & Self-Promotion | New Titles From Writer's Digest
Thursday, September 10, 2009 9:58:13 AM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
# Thursday, August 20, 2009
Pain & Struggle: A Fundamental Part of Writing
Posted by Jane



Nearly one year ago, I came across the following passage on Galleycat:

Reflect on this philosophical dispute submitted by one poetry-devoted reader:

"The book was a collection of love poems by William Carlos Williams. The poem was 'Asphodel, that Greeny Flower.' And the specific line of the poem over which we disagreed was: 'I cannot say that I have gone to hell for your love but often found myself there in your pursuit.'

"Although my boyfriend and I had been dating seriously for about a year, we disagreed so vehemently about whether pain and struggle constitute a fundamental part of love that we decided to break up then and there after reading and discussing the poem."

It struck such a chord with me that I clipped it and saved it in my Google Notebook.

At first I only considered it in relation to romantic relationships (yes, absolutely pain and struggle constitute a fundamental part of love), but now I've started thinking of it in relation to writing and publishing too.

It applies in a multitude of situations, e.g.,
  • Hating writer's block and loving the eventual (hopeful) breakthrough
  • Loving to have written (but hating the writing itself)
  • Loving the end results of criticism/editing, but being wounded in the process
Makes it seem like the painful means or process justify the glorious end?

But the end can be painful too. The finished book: not quite good enough, there are things you can still improve, right? (I love that saying about poems/stories never being finished, only abandoned.)

And the agent or publisher: how you felt such jubilation upon getting that deal, getting their attention. Then … the sad end … maybe when the book doesn't sell as hoped. Maybe you can't get a second book deal. Maybe you lose the agent's or editor's attention. Maybe you have regrets.

The point?

To know that you're living it, experiencing it, because you can do no other thing. Because you must write. Because that's who you are.

Note: This applies to colleagues/editors too. I know few, if any, in this business who do it for anything but love. (Writers, take note. There is passion there too, even if it is a passion that seems to disagree with you ... again and again and again.)

***

Housekeeping note: I'm about to depart on a one-week vacation to Alaska. I may appear here, I may appear only on Twitter or Facebook, but look for a rather delayed Best Tweets on the week ending August 28.

Photo credit: SheWatchedtheSky

Craft & Technique | F+W Life | General | Getting Published
Thursday, August 20, 2009 8:46:09 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [3] Trackback
# Friday, August 14, 2009
Figuring Out Your Facebook Strategy: 3 Essential Tips
Posted by Jane



In May 2006, after reading this article in the New Yorker, I joined Facebook, which at that time was primarily used by students. Not being a student, I found very few people to friend, so the account lay dormant for 18 months until Facebook really took off as a direct competitor to MySpace.

At first, I only friended people I knew very well and had met in person—and I didn't receive that many requests from strangers anyway. Then I gradually and tentatively started friending people I had virtual relationships with, but had not met, feeling oddly like I was using the site "wrong." (Facebook used to ask for confirmation on how you knew someone, and if you couldn't verify from a pre-selected list of options, it reprimanded you. Seriously!)

Then maybe 6 months ago, I witnessed what Robert Brewer, editor of WritersMarket.com, was doing. He had a few thousand friends (and now has maxed out at 5,000!), and he had an amazing network of really cool people who were engaged, supportive, and excited about his work (particularly Poetic Asides). Plus he shared endearing and personable information that really developed him as a "real" person, without being indiscrete or falling into the TMI trap.

I suddenly questioned my Facebook strategy. What was I really protecting anyway? I was already Facebook friends with current and former colleagues, former classmates I hadn't seen in 20 years, and others who I don't know any better (on a personal level) than someone who follows my writing through this blog or Writer's Digest.

Plus I adopted the philosophy many years ago that I would avoid posting anything online (even in a "private" network) that I wouldn't be comfortable sharing with the world.

So I decided to open up the strategy and accept friend requests from people who were already friends with other friends, who I had met at conferences, who were readers of my blog, who had taken an online class with me, and/or anyone who included a brief note with their request. (Click here to friend me.)

Here are three tips on having an open Facebook strategy
, particularly for people who might have a book, product, service, or message to spread.


1. To manage a growing number of friends, make sure that you tag everyone as part a group
. You can do this immediately when people request to be your friend, or you can always apply and change/add tags later. Here's a screenshot of what this looks like:





The benefit of having such lists is that it helps you manage privacy controls (e.g., if you only want your vacation photos viewable by close friends/family), and you can also target messages/invitations to specific lists.

However: As wonderful as privacy controls are, they can really backfire if people find out you've blocked them from certain areas of your profile. Make sure you know what you're doing. Plus I never assume such controls are infallible.

2. Decide what kind of focus you want your Facebook presence to have. For instance, my Facebook wall is focused on information relevant to writing and publishing. It includes an automated feed from my Writer's Digest blog (meaning my blog posts are automatically posted to my wall), and I share articles of interest to writers.

I had a friend joke recently that I was the only person he knew whose Facebook page was used for professional purposes, and that last time he checked out my profile, a window popped up to accept his credit card.

Ouch!

But that's a warning to everyone: you can't treat Facebook as a sales tool. Rather, it's a way to give people another way to interact, learn, trust. I see it as sharing & service, and if I'm lucky, so do others (rather than as a sales tactic).

I bet some people would pay though to see some of the high school photos available in my Facebook albums.

3. To avoid a complete time sink, decide what kinds of activity/requests you will engage in and which you will ignore. For instance, I don't participate in any types of games, causes, or other past times on Facebook (for awhile I indulged in Scrabble, but stopped). I also make the "chat" tool inactive for everyone except a few personal connections. I take the occasional frivolous quiz and post the results, which always leads to fun and valuable interaction.

I often get this question: Should I create a fan page for myself or my book/product, and keep this separate from my personal page? There's nothing wrong with this approach, and given the 5,000-friend limit in place for personal profiles, it can make sense for someone who expects to have a very large following (I'm looking at you, Robert—who did in fact just create a fan page!). But for most writers/authors starting out, without a separate and distinct business or book/product, it doesn't make sense to segment your Facebook presence and manage two profiles and two sets of interactions.

And that's key: Facebook allows interaction on a level that I can't get anywhere else, helps keep connections going, and offers many opportunities I wouldn't have otherwise had to offer help or be helped. The interactions you have will be as meaningful and authentic as what you put into it. I hope to see you there. Plus: Become a fan of the Writer's Digest page.

(And, to beat the drum: Are you looking for more expertise on social media for writers? Check out our September conference, featuring Chris Brogan as keynote!)

Building Readership | Digitization & New Technology | F+W Life | Fun | General | Industry News & Trends | Marketing & Self-Promotion
Friday, August 14, 2009 2:54:18 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [3] Trackback
# Tuesday, July 07, 2009
The Secret Weapon Behind Writer's Digest Books
Posted by Jane



Our executive editor of Writer's Digest Books—who has been part of Writer's Digest for longer than I have—is probably the best-kept secret we have around here. That's because she's a little shy, a bit modest, and likes to work behind the scenes.

Starting today, we're gently nudging her into the limelight by launching Kelly's Picks. For those of you who know and fondly recall the Writer's Digest Book Club (which folded last year), Kelly's Picks is meant to offer some of the same personalized recommendations, straight from the person who acquires the 20+ titles per year for our list. Kelly knows writing how-to books better than anyone (plus aspires to get that Great American Novel written).

Kelly works with nearly every author on our list—James Scott Bell, Donald Maass, NM Kelby, and Heather Sellers, just to name a few. She's so endeared to our authors that one of them dedicated her most recent Writer's Digest Book to her:


I hope you'll enjoy this new feature at WritersDigest.com, and both Kelly and I welcome your feedback on what would be helpful to you in selecting the best books to advance your craft and your career.

Follow Kelly on Twitter: @kmnickell


F+W Life | General | New Titles From Writer's Digest
Tuesday, July 07, 2009 11:05:26 AM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
# Monday, May 11, 2009
Leading Indicator of Success: How You Deal With Loss, Failure, Rejection
Posted by Jane



Many years ago, when I was working as an associate editor for North Light Books (another imprint of F+W Media), I applied for the lead editor position on Writer's Market. I interviewed with three different people in the division. I wanted the job so bad that I would drive around Cincinnati interstates late at night, for 30- or 60-minute stretches, just thinking about how much I wanted that job.

I didn't get it. The hiring manager encouraged me to keep trying to transition to the Writer's Digest community if other positions opened up.

Within 2 weeks, a managing editor position with Writer's Digest magazine was posted. I thought: They'll never hire me for that job. Why bother? I have no magazine experience. And so I didn't apply. Another 2-4 weeks passed, and the job was still posted. I remember staring at the job description in the lunch room, finally snapping out of my self-pity, thinking, Why the hell not? What have I got to lose?

I got the job. The rest is history.

Of the thousands of writers (and creative people) I have met, all have failed at one point or another. No one is immune. That's why I so consistently preach passion and persistence. If you don't have the passion inside you to motivate yourself to continue, you might not find the persistence and strength you need when faced with failure, loss, and rejection.

There isn't a lack of wisdom for writers (or the human race) when it comes to failure.

Some editors are failed writers, but so are most writers.
—T.S. Eliot


Many of life's failures are people who did not realize how close they were to success when they gave up.
—Thomas Edison


I have not failed. I've just found 10,000 ways that won't work.
—Thomas Edison


Making your mark on the world is hard. If it were easy, everybody would do it. But it's not. It takes patience, it takes commitment, and it comes with plenty of failure along the way. The real test is not whether you avoid this failure, because you won't. it's whether you let it harden or shame you into inaction, or whether you learn from it; whether you choose to persevere.
—President Obama

I know right away when I meet a person who has been hardened or shamed into inaction. It can happen to all of us, at some point, especially when we're young and invincible or new to something, and plan to take over the world. Then something happens, we're blocked, and we dip into despair, self-pity.

You can go there, but you must move through it. The longer you let the failure consume you, the more fierce the casualties. The happy (and usually successful) people I meet have a resilience that you can sense when you talk to them—people who understand that failure, loss, and rejection are all part of the game (no matter what game is being played).

I tend to associate failure with loss. Most failure impacts our sense of self, our confidence level—whether we were able to accomplish something. You can lose a piece of yourself in failure, if you let it. It can lead to a loss of identity, a crisis. Loss sometimes triggers a recognition of a failure (both real and not real).

So you have to take failure and shine a different light on it. Think of it as (1) being a part of life and part of the process (2) bringing you one step closer to success (3) a learning moment (4) an opportunity to make a positive change (5) helping you find better relationships and wellsprings of support.

Can you change the light on what's happening? Do it, and you'll be closer to making your mark on the world.

Photo credit: WorldIslandInfo.com

F+W Life | General | Getting Published
Monday, May 11, 2009 5:51:49 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [8] Trackback
# Wednesday, May 06, 2009
I Hate Telephones (an Irrational Rant)
Posted by Jane



Every time I get in a relationship with someone, early on I establish a rule: We will not be having (long) conversations on the phone.

I suspect it's been a deal breaker at times, or at least a red flag (I'm thinking of you, Mr. Get-Anything-I-Want-on-the-Phone Conductor).

This morning, I overheard a conversation between several colleagues that went something like this.
"I hate making phone calls!"

"Me too!"

"It's not like I've had really bad trauma on the phone, I just don't know what to say, it's always so awkward."

"I find ways to avoid calls. I'll send an e-mail if I can. I hate calling my credit card company."

"I don't like talking to anyone unless I really know them."

I suddenly felt as if maybe I weren't alone. (Is it a generational thing?)

This conversation was not even sparked by a particularly unpleasant phone calling task: It was a series of phone calls that needed to be made to Writer's Digest contest winners, people who are hopefully thrilled to hear from us!

Unfortunately, unlike my colleague, I have experienced traumatic moments on the phone, including:
  • Hearing a string of foreign expletives a mile long (followed by heart-breaking news and a hang up) after finally gathering the courage to make an international call
  • Being brazenly belittled, insulted, and ridiculed by agents who don't like the initial offer or contract they've received
  • Being asked by an authority figure to lie to someone over the phone, while they watched to ensure I did so
  • Hearing writers (whom I don't know) sigh loudly, say something mean, then hang up when I say I'm not interested in their project
There are maybe two or three people in the world with whom I can have a truly meaningful and productive conversation on the phone. For everyone else, I do my best, but so much is missing:
  • body language
  • facial expressions
  • that intangible vibe in the room
  • eye contact, eye contact, eye contact
When it comes to business life, though, quick (even long) phone calls are far superior to endless, indeterminate e-mail chains, and an absolute must when you're working in a company with many locations and telecommuting employees.

But when it comes to phone communication vs. written communication with unknown people in my business, written always wins: I never, ever want to hear your pitches on a phone call, I don't want to return your call asking for submission guidelines (it will turn into a pitch), I don't want to brainstorm ideas with you. For the love of God, take two minutes to find my e-mail address online (easy if you Google my name) and send a quick note. It's less intrusive and you'll actually get a response.

I have to ask the writers who do this: why make phone calls to people you don't know or have a relationship with? Maybe you think that because the e-mails aren't getting answered, the phone is the only way to get through, but not many people pick up the phone anymore without knowing who's on the other end and/or expecting the call. So why waste your time? Find other ways to connect.

Technology note:
The Writer's Digest blogs will be undergoing a server transition starting tonight at 10 p.m. EST, lasting all-day Thursday. This basically means that any comments you post during this time will not be saved, so hold them for Friday.

Photo credit: Mykl Roventine

F+W Life | General
Wednesday, May 06, 2009 8:29:40 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
# Tuesday, May 05, 2009
Dear Writer, Please Pay in Full
Posted by Jane



As publisher of Writer's Digest, I get the tough, make-you-cringe cases for response. Back in March, we received the following e-mail through our general account. It's a long message, but important to convey in its entirety.

Dear Writer, please pay your membership fee in full.
Dear Writer, please pay for your online membership.
Dear Writer, please pay for your print edition of Writers Market.
Dear Writer, please pay for your digital edition of Writers Digest.
Dear Writer, please pay for your webinar.
Dear Writer, please pay for your competition dues.
Dear Writer, please pay for the advice you received on "How to make money as a writer."
 
DEAR WRITER, PLEASE PAY IN FULL!
 
Dear Writers Digest,
 
    I'm a writer, of merit and accomplishment. I read many of the trade journals, and avoid many of them as well - half of the writers magazines are written by people that are still in need of a copy of shrunk & white's. I'm writing you because this is becoming ludicrous.  When it comes down to it the majority of us are trying to do something we love and make money at it. We all strive to break through with every word, sentence, paragraph and page. We gorge ourselves on the advice of others, both by way of trade publication and by our hefty bookstores totals. All of us are looking for a writers haven, where we can glean from our peers, embrace the craft, and better ourselves. Unfortunately, that place no longer appears to be Writers Digest.
    As a business you've forgotten your customer. As writers, you've taken advantage of the craft and the passion with which people execute it. You can't possibly think that you can charge readers for every word. Even Barnes & Noble let's people read books in the store without throwing a surcharge on them, or even attend Book Groups without making them put down a deposit.
    I follow many of your writers, not just here, but all across the internet. I respect them tremendously, even when their writing isn't useful it's still uplifting. I was recently disappointed when I read an article, written by one of your writers, that said you were proud to announce your new webinars. I was excited, thrilled even, to think that I might get some tangible advice for the subscription I pay for, I read on eagerly so I could set the date for the next session. Then I followed a Link that showed me a price list for your short webinars.
    The small instruction explains that while originally you wanted to charge $199 dollars you decided that was too much and instead only charge $99 dollars. A $1.50 a minute...TO WRITERS...WHO ALREADY PAY FOR YOUR SERVICES. How does that equate? Let's see, a normal person, working forty hours a week, at $1.50 a minute would make over $14,000.00 dollars a month. Are you taking advice from investment bankers now, or simply trying to capitalize on the voice you've gained because of us writers who already spend countless dollars of our hard earned money on market and trade materials.
    It's really rather simple, charge, certainly, for some things. First, live up to your end of the contract, people are already paying, so start providing something to them without an additional fee. Second, be realistic, don't be so pretentious, you're time isn't worth $14,000.00 a month, not unless your running a pyramid scheme or a brothel.

I still haven't responded, so this has become my response. What's interesting about this particular case is that I'm 99% certain it is from one of my Facebook friends who is an aspiring writer I haven't met. (A few of us Writer's Digest editors have invited writers to friend us on Facebook; you're welcome to do so as well.)

I digress.

What this e-mail says to me:
  1. We're not doing a very good job letting people know what content we offer for free.
  2. We're not doing a good job communicating the value of what we offer or the diversity of what we offer (whether in terms of media, price point, or delivery channel).
  3. Our marketing messages may be too numerous. (I can confirm that the frequency of these messages has increased dramatically in 2009.)
  4. Whatever it is that we provide writers (for free or not), we're failing if writers feel that we're heartlessly capitalizing on their dreams, and merely exist to find more ways to take their money.
When I started at F+W in 1998, the mission of the company was to help creative people fulfill their dreams. Ten years later (with plenty of time and opportunity for cynicism to sink in), I'm still with Writer's Digest because I believe in that mission.

The problem is, we're not a nonprofit. (Yes, sometimes I wish we were.) And just like many writers are trying to make money at what they love (some of them by working for Writer's Digest!), the people in publishing are also trying to make money doing what they love. Yet I don't know anyone who goes into this business for the money. Those people usually migrate over to law, business school, and Wall Street.

And I think the writer of this message is primarily and supremely annoyed that he was hooked on a particular experience/product, and became angry when he realized it came at a cost that he found both unjustifiable and unaffordable.

Speaking from a business perspective, we price things at what the market can bear. And we've found that the value of the interaction and information in the webinars has consistently allowed a price of $79-$99. We could charge less, and attract more people, but for our efforts, it's better to charge a little more, and have fewer people.

The webinars so far have been hosted by our in-house editors (that includes me); we are not paid additionally for these. There are costs in licensing and using the Webex platform, based on number of attendees and how long the sessions run. We have one person running tech support in the background at all times, plus a customer service rep handling questions/concerns, and a marketing person who develops messages about the webinars, and an online editor who updates pages about it, etc. There's a cost of doing business; it's not pure profit.

However, there are other communities at F+W that charge less than we do. It's all based on customer feedback and attendance levels. So it's good to have this feedback, and maybe one day we'll consider lowering the price. But the wisdom typically with pricing is that it's much better to start high and bring it down, rather than start low and jack up the price later.

Writer's Digest can survive only by providing writers with valuable and trusted content that they need and are willing to pay for. The reason you see newspapers and magazines and even book imprints disappearing is because many types of content have become plentiful and free online, and no one is willing to pay for it any longer. Maybe that day will come for us, if we're not able to compete with other sources and communities that provide free or more valuable information. Certainly peer-to-peer sharing, as well as the sharing that comes directly from the source (agents/editors), cuts out some of the need for a Writer's Digest to give you the authoritative perspective on anything. Only time will tell, but as soon as we become irrelevant to the writing community, we'll go out of business.

That aside, it might be helpful to advise everyone on what we offer for free.
Our blogs. We have blogs focusing on agents, poetry, children's/YA, scriptwriting, plus general Q&A. The blogs focus on prescriptive/how-to information, current events, interviews with people in the industry, and inspiration (like Robert's Poem-a-Day challenge). We also frequently link to other (free/paid) resources that compete against us, in the name of serving the community. Best Tweets for Writers and 101 Best Websites (2009 list coming soon!) are good examples of this.

WD.com. All content here is free, and there is a ton of it (although admittedly it can sometimes be hard to find). You can find most of of the magazine's content here 1-2 months after the issue has released, as well as book excerpts (click here for a starter list). There is also an active forum where we regularly bring in guests to answer questions.

Your Story. This is a free contest we run every issue of the magazine that offers an opportunity to get published with us.

Newsletters. You can sign-up for our weekly newsletter with tips/prompts at our homepage, and get a free e-book (on common writing mistakes) while you're at it. There's also a free newsletter associated with WritersMarket.com.

Twitter/Facebook. There are unique opportunities to interact with Writer's Digest editors through Twitter and Facebook. I've managed to answer some questions in 140 characters or less, and also learned a lot from the community in the process. It's a two-way street.
I do hope that the accessibility of our editors online (for free) helps alleviate this feeling that we're only here to make a buck. It's also important to us that you find value in the content that does have a price tag, and that you feel you've made a great investment in your writing and your career.

We work to deliver a good experience. It's why I get up in the morning.

F+W Life | General
Tuesday, May 05, 2009 5:43:56 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [2] Trackback
# Thursday, April 30, 2009
Warning: You Don't Want to Miss the Best Content of the Year
Posted by Jane



This week marks the 1-year anniversary of this blog, There Are No Rules. I am still finding the right combination of content and perspective that will help you, so on this anniversary, I offer this invitation:
  • What questions, topics, and subjects do you want me to cover in the year ahead?
  • What do you need the most help with?
  • What has been most helpful to you in the past year, to help you advance your writing career (from anywhere!)?
  • What would you like more of?
  • What could you do without?
  • What information do you usually remember most from this blog? Why do you read it?
Everyone who comments on this post (and includes their e-mail address), will receive, in PDF form, my presentations and handouts from my talks on how to succeed as a writer in a transformational time in publishing.

The best commenter (as judged by me!) will have a choice of a 15-minute phone consultation, a query letter critique, or a first-page critique.


Now, to celebrate my best content from the past year, in case you missed it!

2 Most Popular Posts of All Time
8 Articles/Posts All Writers Should Have Read in 2008
FYI, if you're a blogger, you should know by now that list posts almost always perform better than all others.

On Being One of 100,000+ People Stranded in Thailand
Of course a tale of my misadventure would do well! As the Brazen Careerist has said, it's the personal element that often brings your readers back for more. (True?)

Series Posts
Save Time Tips (using Google tools and other tech solutions). After the first tip that's linked here, look for two more tips immediately after.

How to Avoid Sabotaging Your Writing Career (1-7)
Here's #7, with a link to the others at the bottom of the post.

10 Years in Publishing: What I've Learned (1-5)
Here's #5. Click on nearest preceding days for 1-4.

Biggest Traffic Generator in One Day
My Big Rant on Self-Publishing

Best Practical Answers/Solutions for Writers
5 Questions to Ask Yourself After Hearing: We Can't Sell Enough to Justify Publishing It

Useful Google Tools You've Never Heard Of

The Essential Components of an (Unpublished) Author's Website

Best Big-Picture Views for Writers
Do Writers' Futures Lie in Indie E-Publishing Platforms?

How Writers Can Start Blogging in a Meaningful Way

Fiction Writers Need Platforms, Too

The 3 Types of Writer—Which Are You?

Posts With Hidden Content You Might've Missed
WD Editors' Intensive Cheat Sheet (great links to how-to-get-published, plus how to get connected)

Recap: Harriette Austin Writers Conference (red flags in first 15 pages, PDF download of my workshop on honing a great nonfiction book concept)

Get a List of All the Sites I Follow

Best Fun
How Many Editors to Screw in a Lightbulb?

Time to Get a Tattoo?

Want to guest blog here? I'd like to extend an invitation to writers (whether you blog or not): If you have tips, advice, success stories, or not-so-successful stories to share, let me know privately via e-mail, Facebook, or Twitter. (You can also reach me through this portal.) I'm starting a guest series on Fridays and would love to feature all kinds of perspectives.

Photo credit: Sandra

F+W Life | General | Getting Published | Industry News & Trends
Thursday, April 30, 2009 4:20:20 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [9] Trackback
# Monday, March 30, 2009
The Risk of Innovation
Posted by Jane



I've been silent this past week due a company off-site innovation summit in Iola, Wisconsin (the headquarters of Krause Publications, a division of F+W Media).

As part of this off-site, I presented a success story from the Writer's Digest community related to our webinar series that launched in January 2009. (P.S. Next one happens tomorrow, covering online marketing and promotion.)

The funny part about innovation is that I'm not convinced it happens on a schedule, in a meeting room, though you certainly walk away from such meetings with more ideas about how to improve and grow than you can possibly execute.

Also, innovation carries risk, and not every innovation is destined to be successful. In the case of Writer's Digest, we tried launching a video model in 2008, WritersDigest.tv, but it did not work out as we'd hoped. (In comparison, if you look at the F+W art community, they've been quite successful with their TV model, ArtistsNetwork.tv.)

So when we decided to try out writing webinars in 2009, I was a little worried writers wouldn't take to the format. No writer has ever approached me and begged to take a webinar. Most don't even know what a webinar is. (It's a fancy name for a live, online event, and all it requires is an Internet browser and a good Internet connection.)

But we do know that writers want personalized and immediate instruction, with definite benefits and results, and lucky for us, the technology behind webinars allows us to accomplish this in a brand-new and effective way. There may not have been much hard evidence that a webinar program would be successful, but the innovation has worked (at least so far) because it provides information and benefits that writers need and want (and can justify spending money on).

Thus, one of the most stressed points at the innovation summit, as we evaluated our ideas, was: What consumer need are we meeting? Unfortunately, it's easy to trick yourself into thinking that you are fulfilling a need, especially if you are looking for new ways to make a buck.

Photo credit: Photo Mojo


Conferences/Events | F+W Life | General
Monday, March 30, 2009 5:39:39 PM (Eastern Standard Time, UTC-05:00)  #  Comments [1] Trackback
# Thursday, March 05, 2009
To Succeed at Your Art, Know How to Play Well in Business
Posted by Jane




This week I'm in a somewhat philosophic frame of mind; maybe it's because I'm facing new challenges at my job that stretch the boundaries of what I once thought I could enjoy.

In my early days as an acquisitions editor for F+W Media, I found this quote by David M. Ogilvy:
In the modern world of business, it is useless to be a creative original thinker unless you can also sell what you create. Management cannot be expected to recognize a good idea unless it is presented to them by a good salesman.
Up until the time I read this quote, I had primarily thought of myself as one of those creative-artistic stereotypes who disdained the numbers and focused on aesthetics, and art for art's sake.

Frankly, that became boring fast.

What became more interesting was: How can I create something that is exciting to me and other people? And like Ogilvy says, unless you learn how to speak the language of upper management (or the gatekeepers), you won't get far with your ideas. You can speak one language to creative people, but you need to frame things differently for people who make financial decisions. E.g., when you walk into your bank and ask for a loan to fund your wonderful idea, it's always in relation to making a profit (for you and the bank). Same thing in publishing when you approach an editor or agent.

The writers who succeed fastest in selling a project are the ones who can get in this business model mindset—not necessarily the writers who are most talented.

At F+W, I'm now in the process of building a spring forecast that estimates how we think we will perform this year against our original budget. It makes you think hard about what you're doing, why you're doing it, and how to change what you're doing to produce better results next time. Without such an evaluation, how can you be pushed to your fullest and most creative extent? As Robert Frost once said about writing verse, you need to have a net.

Put another way: If you're rejected continually, do you think of a better way to present your business case, or do you assume that people have shunned art or not really seen your brilliant talent? Most likely, people are not shunning art or talent. They are shunning what hasn't been presented to them in a compelling or beneficial way. You have to know what your audience responds to.

Fortunately, writers who know how to put themselves in the shoes of another—who are excellent at that thing called empathy—should be able to recast, reframe, revise their ideas so they make sense to anyone, no matter what their mindset. Use your imagination. What does the other person want to hear?

Remember, people usually enjoy saying yes.
Even better, they enjoy delivering an excited, definitive, "Yes!"
Give them a great reason to say it.

Photo credit: Llawliet

F+W Life | General | Getting Published
Thursday, March 05, 2009 7:41:10 PM (Eastern Standard Time, UTC-05:00)  #  Comments [3] Trackback
# Wednesday, March 04, 2009
5.75 Questions You've Been Avoiding
Posted by Jane



About a year ago, I discovered a little video (via The Chief Happiness Officer) called The 5.75 Questions You've Been Avoiding. Ever since then, I've had the 5 questions on a little note sticking out of my dormant rolodex that really serves as a miscellaneous inspiration file (see end of this post).

The 5 questions are:
  1. What's going well for you?
  2. What are you trying to ignore?
  3. What's boring you?
  4. How do you want to be remembered?
  5. Who do you love?
(I won't reveal the .75 — you need to go visit the site for that!)

There are a few reasons for sharing this with you:
  1. Writers spend a lot of time avoiding what they really need to do, which is to dedicate themselves to their writing. If it's what you really love to do, then do it. (More on this below.)
  2. For writers of stories, do you know the answers to these questions for your protagonist? It can lead to some major inspiration if you're stuck.
  3. Finally, the awareness that is advocated in this video, through asking these questions, that's the awareness that's vital for any writer—observing the world and being mindful of our reactions and other people's reactions.
I recently came across a quote (from a Starbucks cup, remember that earlier post?), about what it means to dedicate yourself to something. Other people apparently are very inspired by this quote, though I'm torn on the issue. So I present it here for your consideration:
The irony of commitment is that it's deeply liberating - in work, in play, in love.  The act frees you from the tyranny of your internal critic, from the fear that likes to dress itself up and parade around as rational hesitation. To commit is to remove your head as the barrier to your life.

—Anne Morriss
If I could recast this, I'd say it's more about dedicating yourself to a passion, or what you really love, and not necessarily a commitment. Is it necessary to commit yourself to what you already love? Either way, if you love writing, then you know what you need to do after answering those 5 questions. Put away your fear, and take the risk (whether you'd like to call it a commitment, dedication, or passionate pursuit).


F+W Life | Fun | General
Wednesday, March 04, 2009 4:56:19 PM (Eastern Standard Time, UTC-05:00)  #  Comments [0] Trackback
# Tuesday, January 13, 2009
E-Queries Are Outperforming Snail Mail Queries — in Professionalism and Author Platform
Posted by Jane

This past week, Kelly has been reviewing a few months' worth of snail mail submissions to Writer's Digest Books. The stack was becoming so large it had nearly taken over her desk. Now she's finally whittled down the prospects to three writers (some agented) that she will request further information from.

But she had a notable realization coming out of this hours-long review of query packages:
  • We respond very quickly to e-queries, but snail mail queries can sit for months.
  • Snail-mail query writers are less professional and less aware of industry practices than writers who query us via e-mail.
There are still many agents and editors who strongly prefer snail-mail queries, and refuse to accept e-queries. However, each year that passes, I see more and more acceptance and preference for the e-query, and we're even seeing the end of paper-based submissions at some publications/agencies.

In the Writer's Digest Books guidelines, we say that we strongly prefer electronic submissions and encourage writers to contact us via e-mail. My work e-mail address is incredibly available to anyone who cares to look for it. (Do a Google search on "Jane Friedman Writer's Digest" and you'll see what I mean. I've made my e-mail address public at PublishersMarketplace.)

For me, this means:
  • Anyone who snail mails me hasn't done their research on how I prefer to be contacted, or how Writer's Digest prefers to be contacted.
  • Anyone who calls me has blatantly ignored the guidelines that say, "No phone calls." This is why I rarely, if ever, return phone calls of writers who query by phone.
  • Anyone who is uncomfortable with online research and communication probably isn't someone I want to work with. It might indicate a writer with no online platform or community.
On a somewhat lighter and bizarre take: I've included a couple images of strange query letters we received.





F+W Life | Getting Published
Tuesday, January 13, 2009 1:43:48 PM (Eastern Standard Time, UTC-05:00)  #  Comments [0] Trackback
# Friday, November 07, 2008
When Do the Old Rules Still Apply (in Life, Love, and Publishing)?
Posted by Jane



I'm a sucker for the quotations on Starbucks cups, what they call "The Way I See It"—which sadly will be no more until the holiday season ends (they've switched to the festive red cups now).

Tom Brokaw (The Way I See It #130) was featured on my recent latte:
It will do us little good to wire the world if we short-circuit our souls. … This transformational new technology must be an extension of our hearts as well as of our minds.
In a recent HR training session at F+W, I watched a video called "Shift Happens," available here on YouTube. It emphasizes how much has changed due to technology, globalization, increased access to information. The question posed afterwards was: What do you take away from this?

The first thing I thought of was the Tom Brokaw quote. The more information we have to deal with,  and the less we comprehend, the more we have to rely on what is human about us. And our actions still have the same causes: chance, nature, compulsion, habit, reason, passion, and desire (Aristotle).

Digitization & New Technology | F+W Life
Friday, November 07, 2008 6:06:30 PM (Eastern Standard Time, UTC-05:00)  #  Comments [1] Trackback
# Friday, September 26, 2008
Pie Day at F+W
Posted by Jane

judges.jpg

Yesterday, my creative team at F+W had the honor of organizing and hosting Pie Day. And I had the added supreme honor of judging the pie bake-off, along with my colleague, Jamie Markle (Publisher, North Light Books) and my manager, Sara Domville (President, F+W Book Division).

To read the full update, visit the very new Farmers + Writers blog.

F+W Life | Fun
Friday, September 26, 2008 3:44:05 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
# Friday, September 19, 2008
Talk Like a Pirate Day (Piratical Team Photo!)
Posted by Jane



September 19 is Talk Like a Pirate Day, and since Writer's Digest is the publisher of the ever-popular Pirate Primer, we always have a hearty celebration.

In the words of marketing manager Scott Francis (pictured far left): "Aye! Hoist er up the yard arm! Fly the colors Laughhhren!"

F+W Life | Fun
Friday, September 19, 2008 4:40:42 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [1] Trackback
# Wednesday, September 17, 2008
Update on the Cincinnati Ike-Strike Situation
Posted by Jane

Well, folks: To all who have expressed their personal and public concern for my welfare, thank you. But—like nearly 50% or more of the Cincy population—I still do not have power at my apartment building. (I must say, though, everyone in my building has found caring friends and family to take them in during the outage, including myself.)

A few interesting news items from Cincinnati-area blogs:


F+W Life
Wednesday, September 17, 2008 9:14:16 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [1] Trackback
My New Role at Writer's Digest
Posted by Jane

An exciting announcement today: I have a new role at F+W Media.

I am now Publisher & Editorial Director of the F+W writing communities, which includes these properties under the Writer's Digest brand:
This is part of a larger F+W mission to achieve greater growth by focusing on communities. Our goal is to better serve our customers, and better manage our brands, in their entirety—regardless of platform—in an integrated fashion across books, magazines, events, digital media, and eMedia.

In doing this, F+W has shown itself to be one of the most progressive media companies that I'm aware of—to have the foresight, initiative, and boldness to reorganize in this fashion. It has elements of risk, but it's a risk we must take to keep Writer's Digest a growing and valuable brand. We now have an incredible opportunity to be at the very forefront of what it means to be a media company in a networked era.

I am incredibly fortunate to work with a wonderful team of content creators, marketers, and salespeople who are all very passionate about the community surrounding Writer's Digest. We're here because we believe in it, and because we're proud of its history.

In my new role, here's what I hope to accomplish:
  • We're going to develop a strong, single, consistent brand identity that encompasses all properties and products.
  • We're going to aggressively develop online content and product to serve writers better, and in new, exciting ways.
  • We're going to develop a cohesive and integrated editorial and marketing approach that offers a special experience to each writer we come into contact with.
Writer's Digest already has a strong presence in the writing community, and this reorganization allows us to expand our reach and develop more innovative content.

As the brand leader for Writer's Digest, I will be actively seeking your input into how we can do a better job delivering the most valuable community, information, and experience that helps you achieve your writing goals.


F+W Life | General
Wednesday, September 17, 2008 4:38:30 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [9] Trackback
# Tuesday, September 16, 2008
Day Three of No Power
Posted by Jane



So far there's been modest improvement in the power situation in the Cincinnati region. My apartment still doesn't have power, and many traffic lights at busy intersections are still out; one news report claims 30% of traffic signals don't work, and based on my drive-about yesterday, I'd say they're the most critical ones (i.e., traffic lights coming off exit ramps).

Yesterday I was on a quest for a bottle of roasted red peppers. A quick summary of this quest:
  • Stop at Whole Foods in Mason (northern suburb). Store looks strangely barren. Think to self: Did they just open this store? What's going on?
  • Stop at Fresh Market in Kenwood. Before I can walk in the door, I'm informed by a store manager they're taking only cash and check, plus: "We've sold out in the produce and deli, no bulk foods either, and well, everything else is gone too."
  • Stop by Kroger in Hyde Park (one of the biggest and busiest in the city). Closed.
  • Stop by Fresh Market in Oakley. Closed.
  • Stop by Whole Foods in Hyde Park. Closed.
  • Stop by Meijer in Oakley. Open! And mobbed! Many things are out of stock and bare shelves abound (especially in deli items and prepared foods). Fortunately I am the only Cincinnati citizen looking for roasted red peppers. Success.
Most gas stations I drove by were closed, which resulted in mass hysteria at all open gas stations. (See photo above from Joe Wessels. Check out his stuff here.) And I-71 has been reduced to one lane in the northern section, due to a water main break that has caused the interstate to buckle.

F+W Life
Tuesday, September 16, 2008 4:19:47 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [3] Trackback
# Monday, September 15, 2008
F+W Cincinnati Office Closed (No Power!)
Posted by Jane



Cincinnati was hit with devastating winds from Ike yesterday, which has caused the largest power outage in the history of the southwestern Ohio region (at least according to news outlets). I read that as many as 90% of Duke Energy customers are/were without power. My apartment hasn't had power since yesterday evening, and the F+W office (20 minutes away) also is without power. Apparently, it could take days (or weeks?!) to restore power to some areas.

The photo above was taken in my neighborhood of Over the Rhine, where the historic Findlay Market experienced some damage; flying debris hit transformers, causing sparks that set fire to nearby buildings.

You can watch a related Cincinnati news video here.

One of my favorite watering holes, Grammer's, also caught on fire. It's not clear yet from news reports the extent of the damage. Cincinnati reporter Joe Wessels has posted photos on Flickr.

Unwisely, I was traveling by car during the high winds yesterday, not realizing how dangerous it was, and I witnessed:
  • A metal ladder in the middle of I-75
  • An entire tree (probably 100 years old) completely uprooted and lying across Central Parkway
  • Landscaping materials, roofing materials, and other objects caught in trees
  • Trees completely broken in half, often with branches hanging precariously over busy roads
  • Majority of intersections without working lights
I was out this morning and very little has improved; the damage and debris is far too widespread for the city's resources to handle. Will be interesting to watch progress.

F+W Life
Monday, September 15, 2008 10:09:00 AM (Eastern Daylight Time, UTC-04:00)  #  Comments [2] Trackback
# Friday, September 12, 2008
10 Years in Publishing: What I've Learned (#5)
Posted by Jane



Instead of a photo of myself today, I'm offering a glimpse of my current workspace. The photo doesn't really capture it all (particularly not the laden bookcases off to the right), but it's a fairly good representation of the environment.

What I've learned (#5): Here I will mercilessly steal the words of poet and businessman Dana Gioia (who just stepped down as head of the NEA):
With each promotion at General Foods, I found that my background in the arts and humanities was more relevant. The higher you get in a corporation, the more you're dealing with qualitative issues. By the time I was in senior management, I was very effective in rebuilding businesses because I had good creative judgment—I had kept parts alive that most business executives did not.
(This comes from an article in Fast Company.)

Although I spend a lot of time on this blog (and in my workshops) talking about the importance of sales, marketing, promotion, and the numbers-numbers-numbers, I've found that making the right decision is almost never about looking at the numbers and instead about this creative judgment, usually critical thinking combined with grandiose, technicolor vision. This is what fuels, I would argue, the best businesses (and projects) in publishing today.

Related point: Numbers and money follow, they do not lead. If you manage by spreadsheet, with no regard to the fact that our work relies mostly on humans, you've made a grave mistake. Humans lead. Numbers follow.

F+W Life | General
Friday, September 12, 2008 3:51:57 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
When a Production Coordinator Demands the Job Be Done Right
Posted by Jane

Earlier this week I shared a little production coordinator humor from Mark G. Today we were delighted by a new note, on a bundle of page proofs, from the inimitable Greg N.


F+W Life | Fun
Friday, September 12, 2008 3:03:51 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
# Thursday, September 11, 2008
10 Years in Publishing: What I've Learned (#4)
Posted by Jane



Today's photo is from the 2003 Midwest Writers Workshop in Muncie, Ind. There I met George Plimpton (pictured), who was the keynote speaker, and I wrote a personal essay about the experience that was published here.

What I've learned #4:
It's all about target audience.
Lots of writers/authors say their audience is everyone—and life forms yet to be discovered. But you can succeed far more effectively and quickly, at least in the beginning of your career, by identifying and marketing to a target audience. Plus, if you have any knowledge of the Long Tail phenomenon, then you know that the media world is becoming more vertical (specialized information, niche audience) and less horizontal (general information, broad audience).

Bo Sacks frames it perfectly in his piece for Publishing Executive magazine, "5 Easy Steps to Publishing Nirvana."
  1. Who is my target audience?
  2. Where is my targeted audience?
  3. What is the real value of my edit (information) to that audience?
  4. What is the most efficient method to reach the maximum targeted audience?
  5. How do I keep my information valuable and fresh for my targeted audience?
He says, "These may seem like simple concepts on the surface, but they are not. They constitute a complex, Zen-like formula. Success is measured by the antique term called profit. And to achieve the Zen-like state of profit, you must follow the Bo-formula to publishing nirvana (in the box above). On the atomic level, it can all be distilled down to the simple equation of RV = RP or, for the laymen, real value equals real profit."

One of the biggest problems I encounter—both internally at F+W, as well as externally with authors—is a lack of research into the audience or market for a book or product. The focus is all too often on what the author wants to achieve or express—rather than focusing on what benefit they bring to a readership. If an author can make this fundamental paradigm shift in his/her approach, that author becomes instantly more attractive to editors and agents.

Building Readership | F+W Life | Getting Published
Thursday, September 11, 2008 2:45:49 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
How Many Editors to Screw in Lightbulb?
Posted by Jane

Discovered this fabulous piece by Leon Ogroske at Writers' Journal: "How Many to Screw in a Lightbulb?"

Q: How many copy editors does it take to screw in a light bulb?
A:  I can’t tell whether you mean ‘change a light bulb’ or ‘have sex in a light bulb.’ Can we reword it to remove the ambiguity?

Q: How many editors  does it take to screw in a light bulb?
A: Only one. But first they have to rewire the entire building.

Q: How many managing editors does it take  to screw in a light bulb?
A: You were supposed to have changed that light  bulb last week!

Q: How many art directors does it take to screw in a  light bulb?

A: Does it HAVE to be a light bulb?

Q: How many copy editors does it take to screw in a light bulb?

A: The last time this question was asked, it involved art directors. Is the difference intentional? Should one or the other instance be changed? It seems inconsistent.

Q: How many marketing directors does it take to screw in a light bulb?
A: It isn’t too late to make this neon instead, is it?

Q: How many proofreaders does it take to screw in a light bulb?
A: Proofreaders aren’t supposed to change light bulbs. They should just query them.

Q: How many writers does it take to screw in a  light bulb?

A: But why do we have to CHANGE it?

Q: How many publishers does it take to screw in a light bulb?

A: Three. One to screw it in, and two to hold down the author.

Q: How many booksellers does it  take to screw in a light bulb?
A: Only one, and they’ll be glad to do it too, except no one shipped them any.

———

Inspired by this list, my brilliant team (primarily Amy Schell and Grace Ring) created the following:

Q: How many production coordinators does it take to screw in a light bulb?
A: The 80 watt light bulb was too expensive, so we’re switching to 60 watt.

Q: How many production coordinators does it take to screw in a light bulb?
A: You’ll need to submit a spec change to change that light bulb.

Q: How many production coordinators does it take to screw in a light bulb?

A: No, you can’t change it.


F+W Life | Fun
Thursday, September 11, 2008 1:28:45 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [5] Trackback
# Wednesday, September 10, 2008
10 Years in Publishing: What I've Learned (#3)
Posted by Jane




Today's photo was taken at EPICon 2003, where I participated on a publishing industry panel with author Piers Anthony. The three-member panel was titled "The Good, the Bad, and the Ugly: Pros and Cons of E-Publishing." We noticed that Piers seemed to be the "good," I seemed to be the "bad," and the poor third panelist seemed to be the … ugly.

What I've learned #3:
I used to think (and the general public thinks) that editors read (or edit). People who meet me for the first time, upon learning I work as an editor say, "Wow, it must be great to read all day."

Instead of thinking of editors as people who read your work (and insert commas), think of them as the people who champion an author's work throughout the weeks and months leading to publication, throughout countless meetings and interactions with internal staff, and continue to champion that author when sales have flagged or the book has become a backlist title.
It falls on your editor to create and maintain in-house interest in a project. She’s the one responsible for ensuring a book doesn’t get overlooked by sales and marketing. This includes things like catalog copy and placement, publicity, and book packaging/treatment.

Bottom line, your editor is the one who will push to make sure your book is just right, before-during-after publication.

So, for fun, here's a snapshot of my week thus far. This is a typical week. A lot of these tasks are interspersed with one another (especially when it comes to e-mail), but for clarity, I'm not showing the multi-tasking. Also keep in mind that answering e-mail also involves manipulating various files in some way to deliver information between departments.

Monday
9-10. Answer e-mails/questions from internal staff, authors, agents.
10-12. Send out contract addendums to cover e-book rights.
Lunch. Discuss digital product plans with a colleague.
1-2. Meeting to discuss process for getting books on the Kindle.
2-3. Catch up on e-mail.
3-4. Maintain WritersDigest.com site (books homepage), as well as blog.
4-5. Start analyzing Fall 2008 Forecast for finance.
5-6. Finish responding to outstanding e-mails, read industry news.

Tuesday
9-10. Answer e-mails/questions from internal staff, authors, agents.
10-11. Editorial and design weekly team meeting.
11-12. Collect and funnel files for WRITING LIFE POETIC to Melissa (our dear assistant editor) for page make-up. Take care of queries, details associated with it.
Lunch. Catch up on industry reading.
1-3. Send out contract addendums to cover e-book rights. Blog.
3-4. Cover meeting (to discuss design of book covers).
4-6. Catch up on e-mail.

Wednesday
9-10. Prepare for and have an impromptu meeting with my boss.
10-12. F+W Town Hall Meeting with the CEO.
Lunch. Meet with a colleague over lunch.
1-2. Answer e-mails/questions from internal staff, authors, agents.
2-3. Discuss digital product plans and marketing with a colleague.
3-4. Title/design meeting (where we finalize the titles of upcoming books).
4-5. Catch up on industry reading, blog.
5-6. Continue Fall 2008 Forecast analysis.

While I'm in a position (editorial director) that doesn't involve much personal editing responsibility, the editors on my team have similar schedules that allow limited time for manuscript review. Their time is occupied by digital product efforts, online community efforts, responding and communicating with our business partners (and keeping internal staff informed about authors/books), putting the books together in InDesign, and keeping the wheels in motion.

F+W Life | Getting Published
Wednesday, September 10, 2008 4:49:50 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
# Tuesday, September 09, 2008
When a Book Cover Needs to Be Rushed
Posted by Jane

At F+W, we route color proofs of book covers for approval, and sometimes they can get "stuck" in someone's inbox. Our production coordinator extraordinaire (Mark G.) included a note on a recent cover to avoid any delays …




F+W Life | Fun
Tuesday, September 09, 2008 3:20:27 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [1] Trackback
10 Years in Publishing: What I've Learned (#2)
Posted by Jane




Today's photo features me as a F+W intern (summer 1997) at a photoshoot for North Light's first decorative painting book by Donna Dewberry. Editor Kathy Kipp acted as photographer, and there I am in the background—acting as the light-switcher-on-and-offer (and shot list keeper).

And now for the second installment of what I've learned:

Crappy writing is the norm in prescriptive (or informative) nonfiction.

Put another way—a nicer way: great ideas rule.

Whether you're looking to:
  • lose weight
  • make money
  • find love
  • (or … even write better!)
You're probably not seeking great literature. Rather, you're looking for clear, authoritative, and compelling information that improves your life, enriches your life, or makes life easier. You want a solid benefit, so the book succeeds if it delivers on its promise, not if it is beautifully written.

People inside the industry—editors, salespeople, marketing managers—all of them are looking for a great selling handle backed up by great content. Why?
The great selling handle gets the book sold into stores, in large quantities.
Great content makes sure the book sells through the register, into readers' hands.

A successful book needs both of these things, at minimum. But it does NOT need great writing.

Most people who specialize in great information or helpful advice, and have the authority to dispense it (whether we're talking about parenting, money, sex, etc)—these people do not typically have any writing skill (or even the desire to write).

But most readers will not notice, or care.

That's why most nonfiction books are sold on the basis of a proposal (which is like a business plan for a book idea), not on an actual manuscript.

F+W Life | Getting Published
Tuesday, September 09, 2008 2:50:18 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [2] Trackback
# Monday, September 08, 2008
10 Years in Publishing: What I've Learned (#1)
Posted by Jane

8308Friedman.jpg

To celebrate my 10 years with F+W Media, this week I'm blogging on five things I've learned after ten years in the business. Above I've posted a lovely photo of moi (taken by HR) on my first day of trade publishing life: August 3, 1998. If you like that photo, just wait. I'll post some more treasures from those glory years.

What I've learned #1:
Many authors claim they want good editors—and bemoan the fact that editors don't edit any more—but few authors graciously accept thorough editing and attention from their editors (when it does occur).
You often hear these days that editors no longer edit—that they're too busy doing other things, like meeting with sales and marketing, creating innovative products to compete with digital media, or simply managing the day-to-day tasks of producing dozens of titles per year.

What I've found, though, is that an editor's life can be made miserable if she offers up a thorough development or content edit, because the author's ego (or attitude) gets in the way.

This already sounds like terrible, horrible cliche—the writer vs. editor, us vs. them mentality that, frankly, is quite tired and tiresome for me.

Let's try to take this a step further then, shall we? Perhaps even into positive territory!

1. First, remind yourself that the editor is trying to make the best book possible, and the suggestions/edits are meant to improve the book and help it succeed.

Now, some editors have poor bedside manner (they only make negative comments; they never sprinkle in positive comments or helpful encouragement). I myself am guilty of this. But you must look past it. This editor wouldn't have agreed to work with you if she didn't believe in your idea, in your work, or in you. The admiration is there—the editing process is getting down to brass tacks, it is a laser-like focus on How can we take this to the next level?

The edits aren't there to tell you what you did wrong. The edits are there to provide an outsider's perspective as well as an expert's perspective on your work. This should be invaluable feedback for improving your work and your own skills. If you're scanning the editor's comments looking only for variations of "What a genius you are!" you've completely misunderstood the editor's role. She's not there to bolster your self-worth. She's there to push you and challenge you.

2. You will inevitably disagree with some of the editor's suggestions. This is natural, this is expected, and this is nothing to get upset about.

The editor is not always right, of course. But there's no reason to get angry if you disagree with her suggestions; anger or frustration over edits is wasted energy. Why? See Point 3 below.

Also: Occasionally I work as a freelance copyeditor, and I'm always befuddled when I'm  (frequently) told by the assigning editor, "Don't go too heavy or the author will freak out." Why do authors consider it a bad thing when their work is tightened, clarified, or otherwise improved? As a writer myself, I actually do know why. Because we become far too attached to our own words; we see them as extensions of our mind, heart, or soul. To see any of it cut—it's like having an internal organ dug out with a spoon. Guess what? It's time to stop treating our words as hallowed ground.

If you find yourself disagreeing with everything the editor says, then evaluate whether you both have the same vision for the work. Has there been a critical misunderstanding as far as what the work is supposed to achieve? Obviously there can be different perspectives even when you're both headed for the same goal, but everyone's in trouble if you can't find common ground on the fundamental issues of unique selling point (of the book), target audience, and how to approach that audience.

3. Have a conversation with the editor (via phone or e-mail) in instances where you have a differing viewpoint.

Again, the key is to have a productive conversation—and not flare up or lash out when your work is being revised, questioned, or cut apart. The editor will greatly respect you if you take the following approach in each conversation:

a) Clearly identify the edit/suggestion that you have differing opinions on.
b) Summarize why you think the editor wants you to make the change. If a reason was not given by the editor, ask why the change or revision was suggested.
c) Once you fully understand why the change was suggested, explain either why you think the original version should remain, or suggest an alternative solution.

The key here is that when you explain (c), it should tie into what's best for the reader, the market, or the book. Any editor worth her salt will hear you out, and she'll be persuaded to your way of thinking if your argument is sound.

Most writers are not very good at self-editing—it is an incredibly rare skill. It's why most writers belong to critique groups, so they can get hopefully impartial feedback that will help them improve their work.

It's also part of your skill set to learn how to work effectively with editors. It may not come naturally at first, but if you're lucky enough to have a dedicated editor—an editor who edits—it's a gift. Learn how to take advantage of it, not get upset over it.

Craft & Technique | F+W Life | General | Getting Published
Monday, September 08, 2008 3:07:43 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [2] Trackback
# Friday, August 22, 2008
Writing and Critique Groups: How Many Are There?
Posted by Jane

Every week at F+W, we have a pub board meeting where sales, marketing, and editorial teams discuss new projects for publication. It's the editor's job to convince the sales team that we have a viable book idea (with the right author) that will sell.

This morning, we pitched a book on writing and critique groups. While anecdotal evidence tells us that most writers do participate in some form of critiquing (whether as part of a formal group or not), we don't have hard evidence. So the sales people tabled the project until we could return with information that substantiated our claims. They also disputed whether writers would spend their money on a book about writing groups and critiquing, even if they are an active writing group member.

So we're putting together a survey that will soon go out to Writer's Digest newsletter subscribers, to see what data we can collect. I'd love to hear from readers of this blog as well, if you know of any information/data that would be useful to us. (And if you have a blog, perhaps you can post on this topic and gather feedback too!) Ultimately, I'd love to create a groundswell of discussion that will convince our sales team that this idea deserves realization as a physical book.


F+W Life | General
Friday, August 22, 2008 10:22:54 AM (Eastern Daylight Time, UTC-04:00)  #  Comments [16] Trackback
# Monday, July 07, 2008
How I Broke Into Publishing
Posted by Jane

I'm frequently asked how I ended up with an illustrious book publishing career. My stock response is: college internship. If you're interested in the long version of the story, then you can read the Q&A over at PublishingCareers by Lori Cates Hand.

To give you an idea of the conversation, I will now quote myself:

At F+W, you went from managing a magazine to managing books. Was that a difficult transition?

Not at all, though I suspect my experience is unique. F+W is more like a media company that parcels out its content in different formats and packages, across a variety of niche audiences (in my case, writers). So I worked for Writer’s Digest magazine for a while, then moved to Writer’s Digest Books, which is really the same kind of game, with a lot of the same players. It also helped that I had previous experience in the book division before moving to Writer’s Digest magazine. But F+W editors often move between the magazine and book division successfully.

Many thanks to Lori for her insightful questions (and for anyone looking for a career in publishing, her site is not-to-be-missed).


F+W Life | General
Monday, July 07, 2008 3:33:04 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [1] Trackback
# Monday, June 30, 2008
How to Stay Viable as Publisher: Just Produce Quality Content
Posted by Jane

It is now mid-year, and that means everyone is starting to discuss mid-year performance (and individual performance). Right now I'm in the process of summarizing the 2009 outlook for my imprints at F+W, my new publishing initiatives, and anything else that proves my area will be more profitable next year rather than less profitable.

Just in time, there is a fabulous article today in the Washington Post by respected publishing veteran Jonathan Karp. He directs an imprint called Twelve (which publishes 12 books each year).

He discusses the pressure on publishing houses to be profitable, and summarizes the ugly options, of which I am all too familiar:

1. Add more titles to augment sales. (I hate this option the most. More titles, more work, usually fewer sales … plus you inevitably publish titles of lesser quality.)

2. Sell more copies of existing authors and titles. (As Karp points out, most executives don't accept this as a viable option when the industry is flat, at best.)

3. Ask popular authors to "increase output."

4. Diversify your "product line."

5. Cut costs, pray to the gods of movie tie-in paperback editions or hope that one of your authors gets his or her own talk show.

The final paragraphs of Karp's article offer hope that we can all soon get off this infuriating treadmill of more-more-more product. Emerging technologies will eventually give publishers only one way of standing out in the market: quality product. (Imagine that!) He says:
… publishers will be forced to invest in works of quality to maintain their niche. These books will be the one product that only they can deliver better than anyone else. Those same corporate executives who dictate annual returns may begin to proclaim the virtues of research and development, the great engine of growth for business. For publishers, R&D means giving authors the resources to write the best books -- works that will last, because the lasting books will, ultimately, be where the money is.
Read the entire article at the Washington Post, "Turning the Page on the Disposable Book."


Digitization & New Technology | F+W Life | General | Industry News & Trends
Monday, June 30, 2008 11:39:38 AM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
# Thursday, June 26, 2008
Forgotten Fashion Has Arrived!
Posted by Jane


Z2101c_ForgottenFashionSM.jpg

Advance copies of Forgotten Fashion by Kate Hahn (TOW Books) have arrived at our offices! As the subtitle indicates, this book is an illustrated faux history of outrageous trends and their untimely demise. It's quite simply brilliant, and the staff was feasting on our fresh copies this morning. (That's a "Frigidaire Formal" on the book cover.)



(From L to R: Associate Editor Melissa Hill, Managing Editor Alice Pope [who was editor on the book], Managing Editor Amy Schell)

One of the more memorable fashions: "Emotionally Distressed Jeans: The Brainchild of Business and Psychology." Here's a brief snippet.


Distressed-Jeans.gifDisplayed between two sheets of Plexiglas in an ultramodern Tokyo penthouse apartment is one of the world’s rarest pairs of blue jeans, preserved with the care usually reserved for an antique kimono. Like many late-1990s indigos, the pair is artificially distressed: faded, torn, and whiskered. Yet it was not created by a high-end denim designer, but a depressed, freshman girl at an American university. It was a product of the Emotionally Distressed Jeans project, an exclusive line available only on the black market to an elite group of extremely wealthy consumers.

The jeans were the brainchild of a secret partnership between two groups of graduate students—psychology and business—at the University of Pennsylvania. They believed that negative emotions, instead of being quashed with the decade’s drug of choice, Prozac, should be expressed and channeled into lucrative endeavors. Unbeknownst to UPenn administrators, they tested this out by giving a fresh pair of stiff indigo jeans to every student who visited the school’s mental health counseling center. The recipients were instructed to take out all their frustration and anxiety on the denim—rather than themselves or their friends—for a week. Seven days later, the “emotionally distressed” jeans were returned to the center, along with a logbook listing the methods used to create the damages.

F+W Life | Fun | New Titles From F+W
Thursday, June 26, 2008 12:28:00 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
# Wednesday, June 25, 2008
New Release: Alone With All That Could Happen
Posted by Jane



This month, Writer's Digest Books is releasing one of the most sophisticated fiction writing guides—ever. The editor who discovered this book, Kelly Nickell, said she got goosebumps when reading the original proposal, such was her excitement that we might have the privilege of publishing this book.

While it's definitely not for everybody (and might not have a lot of practical application when it comes to strict genre writing), the people who typically poo-poo writing instruction books will absolutely love it (the problem is: will they condescend to buying it?!).

The book is Alone With All That Could Happen: Rethinking Conventional Wisdom About the Craft of Fiction Writing by David Jauss, a creative writing professor.

Here's a brief snippet from the Introduction:
Each time we sit down to write a work of fiction, we face a vast panorama of possibilities—and not just "all that could happen" but also all the narrative strategies and techniques we could possibly use to convey the people and events we imagine. The process of writing a work of fiction is ultimately the process of making choices among this panorama of techniques and strategies. But before we can make these choices, we need to know what the possibilities are, and in my opinion, too much of what's been written about the craft of fiction restricts the possibilities we can, and should, be exploring. In this book, I have tried to take a descriptive, rather than prescriptive, approach to the craft of fiction.
One note about this book's packaging that's not apparent when viewing it online: It's a hardcover book with a 3/4-length jacket. That means the jacket only extends to just below the title. Now, I have to tell you: The editor, designer, and I were convinced this cover treatment would work, and we fought the objections of sales, marketing, and production. We put ourselves on the line.

So, please, if anything, buy this book because I don't want to be told it didn't sell due to poor packaging! Let's prove that 3/4-length covers sell!

Craft & Technique | F+W Life | New Titles From Writer's Digest
Wednesday, June 25, 2008 3:35:10 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [1] Trackback
# Wednesday, June 18, 2008
What I Would Change About the Book Publishing Industry (#1)
Posted by Jane

With this post, I'm launching a series of musings on what I'd change about the book publishing industry if given a magic wand. The first thing?

No Roadblocks to Publishing in New Categories

This one is somewhat difficult to explain, but important to understand when it comes to a publisher's ability to innovate or try new things. First, it requires an overview of how books are sold to chain bookstores.

How Publishers Sell Books to Chain Bookstores
  1. A publisher's sales staff (or its distributor) calls directly on buyers for Barnes & Noble, Borders, etc. These meetings happen regularly throughout the year.
  2. Chain bookstore buyers are divided into categories. For example, there is one buyer for fiction at Barnes & Noble, Sessalee Hensley. She decides how many copies Barnes & Noble will buy of any particular fiction title. (To understand this fully, I highly recommend reading "This Buyer of Fiction Has Real Clout" in the Wall Street Journal.)
  3. Publishers' salespeople meet with one buyer at a time (that is, salespeople don't have an audience with all the buyers at once).
  4. To meet with a buyer, a publisher needs to be releasing a certain number of titles each season to merit the sit-down. This number is around 4-6 titles.
  5. If this threshold is not met, then the publisher is forced to do a "drop off," where sales materials are dropped off in the buyer's mailbox. As you might imagine, this is a terrible way to sell a book; it often results in very low buys or passes (when a store decides not to stock a book at all). The situation becomes even more challenging when a publisher does not have an established relationship with a particular buyer or does not have a reputation in the category.

I hope you see where this is going.

If an editor wants to acquire a fabulous book in a category that the publisher isn't yet known for (or doesn't have a buyer relationship for), then the project has almost no chance of getting off the ground. The sales team is not interested in what becomes, in many cases, mission impossible.

The editor has two choices:
  1. Build a new program around a category that has 4-6 titles per season associated with it.
  2. Stick to the established categories.

Even if salespeople said "yes" to off-category projects, and took on the challenge, it wouldn't necessarily be doing the editor (or author) a favor. It could ultimately lead to an orphaned book that has poor placement in stores and little marketing/promotion support from the publisher.

This is a problem somewhat peculiar to my publishing house (F+W), since we're a special-interest company that doesn't really publish books for a general audience (unless you count our Adams division, but don't ask me to explain why some divisions of F+W can publish in any category and others can't). At large New York houses, they publish in nearly every category in the bookstore, so it becomes a non-issue.


F+W Life | General | Getting Published
Wednesday, June 18, 2008 4:32:31 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [2] Trackback
Sneak Peek at a New Writing Exercise Book
Posted by Jane

In Spring 2009 (more than a year away!), Writer's Digest Books will release a new writing exercise book called Take Ten by Bonnie Neubauer. Because of the intensive design process for this book, our creative team has already started on it. Below are two favorite exercises from our designers Terri (who did the carrier pigeons) and Claudean (who did the robot family tree).

If you like these kinds of creative writing prompts, be sure to check out Bonnie's first book for us, The Write-Brain Workbook.






F+W Life | Fun | Sneak Peek
Wednesday, June 18, 2008 11:14:52 AM (Eastern Daylight Time, UTC-04:00)  #  Comments [1] Trackback
# Tuesday, June 10, 2008
Where Is Publishing Headed? A Few Innovative Ventures From F+W
Posted by Jane

For three days this week, I am participating in an F+W Publications innovation summit that brings together dozens of employees (mainly at an executive level) to discuss some of our cutting-edge products and ideas—and of course how to find and implement more innovative ideas, or take them to the next level.

If you want to see the future of publishing, here are several examples from this morning:

Coin Chat Radio (and others)
Some of our best-known guides/brands at Krause (a division of F+W) have recently launched online radio shows, which has generated brand-new advertising revenue.

MyCraftivity
A social networking site for crafters, just launched in February 2008. Crafts is an enormously profitable book and magazine publishing category for F+W (with publications coming from North Light, Krause, Adams, and David & Charles).

Artist's Network TV
Art instruction demos—a collaboration between F+W's magazine and book division.

Log Homes Network
This site from Krause offers a free print guide (free content!) for visitors that in turn helps us provide valuable leads to our marketing partners and advertisers.

Impact Books
One of the most successful new book lines at our company, launched in 2004.


Digitization & New Technology | F+W Life | Industry News & Trends
Tuesday, June 10, 2008 1:08:41 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
# Thursday, June 05, 2008
E-Books & Digitization: Can It Be Less Work & More Simple?
Posted by Jane

(Warning: This post takes a while to get to the point. Scroll through quickly if so inclined.)

At my company, there has been an explosion of Web-based applications and tools for administrative tasks. It all started with an HR site that helps employees request/track our time off, benefits, and pay.

Now we have separate sites (and separate logins and passwords) for the following:
  • IT helpdesk
  • Salaried employee timesheets
  • Hourly employee timesheets
  • Expense reports and travel booking
  • Back end for web site management
  • Back end for blog management
  • Remote e-mail access
  • F+W intranet
… not to mention separate logins/processes for our desktop computers, internal servers/databases, and internal wireless network.

Eventually (one hopes), all of these separate little sites will become part of a larger F+W intranet. There will be a seamless, integrated, and efficient system, with one access point. I've seen such systems in action with much larger corporations (like hospitals and telecomms).

In my personal life (which is closely connected to my professional life, it must be said), I've been looking for ways to integrate-streamline all my media-notes-stuff in a way that makes it accessible to me wherever I am, no matter what device/platform I'm using, with the least amount of fuss, and least likelihood of catastrophic loss. For instance, I recently lost my cell phone, and with it, every single phone number I've recorded in the past couple years. (The phone was not synced with any of my other devices. Ouch.)

One thing that's helped me is Google; their services tend to be intuitive, free, and exactly what I need. Right now, I'm actively using iGoogle, Google News, Google Reader, Google Notebook, Google Docs, Google Maps, Google Alerts, Google Web History, and Google Calendar. (Note: If you use Google Reader, you can become my "friend" and start following all the articles that I like to read.)

I can envision one day storing all of my documents, e-mails, music, photos, notes, etc. right on Google servers, to create that seamless experience, one access point to my life. And of course that's exactly Google's goal for me too.

Which leads to the larger point I want to make about publishing.

In the past month, I've read dozens (if not hundreds!) of articles and postings about e-books and the digitization of content. (I will be posting links/summaries in the next few days.)

Even for someone in the business, someone who's paying attention, it's impossible to keep it all straight …
… all the different formats
… all the different devices
… all the different models
… all the different services
… all the different strategies
… all the different technologies
Exhausting. I can hardly understand it myself, much less explain it to an outsider.

Who is going to simplify this?

Who is going to capture the view from 50,000 feet, understand what an ordinary person wants, then deliver it?

Whatever happens, I can guarantee this:
  • a successful solution or product will make things easier, not harder
  • a successful solution or product will take the experience to the next level (in terms of usefulness or entertainment)
  • a successful solution or product will help people integrate reading/content/information/media into their lives, and streamline all that media, without extra expense and hassle
To bring this to a practical, here's-an-example level: Do I want a Kindle?

Yes.

Do I want another device to lose, lug around, or upgrade/update when a new version releases?

No.

Life needs to get simpler and more organized, not more complex. What can publishers (authors) (content providers) offer to readers that don't make them try extra hard? That fits seamlessly into everyday life? That actually makes reading or finding content easier or more pleasurable and entertaining than ever before? What would delight?

Today, e-books/digitization feels like work. Hard work. (Should it?) Can we envision, then create, solutions/products that make sense to readers—and create a good experience rather than a confusing or frustrating one?

Just initial ramblings; more to come soon.


Digitization & New Technology | F+W Life | Industry News & Trends
Thursday, June 05, 2008 5:25:33 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [2] Trackback
# Friday, May 23, 2008
The Transformation of the Book Club Model (that is, Change or Die)
Posted by Jane

Earlier this week, The Economist published an article on book clubs, "The Final Chapter?" The opening graph says, "Bertelsmann is selling its American clubs and has put the rest under strategic review. Book clubs are in for a radical overhaul at the very least—and some people think they are headed for extinction."

People don't think they're headed for extinction … they know they are headed for extinction, at least as far as negative-option (where consumers are required accept or decline a main selection from a monthly bulletin).

The Economist article has a distinctly international slant (of course) and talks about some of Bertelsmann's strategies to keep the club business alive, but what they're attempting in Europe will not work in the States. (We don't exactly have "less developed" markets here.)

However, there is a bright spot, as the article points out: book clubs with a specialized audience, such as Bertelsmann's Black Expressions (in the U.S.) for black women, and Mosaico for Spanish language. The article says:

For specialist titles, bookstores cannot compete for range with a book club, and the internet lacks the personal touch of a trusted team of editors. Roger Cooper, formerly editorial director of Bertelsmann's American book clubs, is involved in a new niche club, the Progressive Book Club, targeted at liberals. “I don't hold much hope for the future of mainstream book clubs,” he says.

As you may know, my company, F+W Publications, has a number of book clubs (e.g., Writer's Digest Book Club) that have long been a cornerstone of our business model. While this direct-to-consumer business (and knowing our consumer) is part of why we're successful, if we don't re-engineer it, we'll stop being competitive (stop meeting the needs of our consumers) and soon become irrelevant.

And so I think you'll see a transformation on its way—very soon.


F+W Life | Industry News & Trends
Friday, May 23, 2008 5:07:14 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [2] Trackback
# Tuesday, May 20, 2008
My New Out-of-Office Sign
Posted by Jane

Last weekend the Bluegrass Festival of Books took place in Lexington, Kentucky. Our senior marketing manager Scott Francis was there, promoting his book (and other authors from F+W also attended), but unfortunately no one from the Writer's Digest editorial staff was able to go and give our usual writer's workshop. (I was there in 2005 and 2006, but attended Pennwriters this past weekend and couldn't be in two places at once.)

Through some strange mix-up, the festival thought I would be attending in 2008, and created a sign to excuse my inability to attend. F+W's publicity director, Greg Hatfield, brought it back as a gift, so I am keeping it handy for out-of-office occasions. I believe there may be many more unexpected uses for it.


F+W Life | Fun
Tuesday, May 20, 2008 1:50:25 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback
# Thursday, May 15, 2008
Trouble in Vending Machine Paradise
Posted by Jane

An update on the new vending machines at F+W, as told by this quaint photo essay.




The new vending machine needs a new part.



Teresa is a longtime veteran of F+W who works in the mail room, and has been instrumental in the new vending machine strategy.




Eh, who needs decaf anyway?




Coming soon to a conference room near you: New Vending Machine Training

F+W Life
Thursday, May 15, 2008 1:28:28 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [1] Trackback
# Wednesday, May 14, 2008
A New Dawn, A New Day at F+W Publications
Posted by Jane

For years I have waited for this day. The day that F+W Publications finally decided it would catch up with the times. The day that all F+W Publications' employees could have that satisfying feeling at the end of the day. The day that F+W Publications took a risk, because without risking one's self, how can we find our true self?



Today, we're getting new vending machines. (Photo shows our lobby sign making the announcement.) Now, before you joke, let me describe some of things we have observed or accidentally purchased in the old vending machines:
  • Orange Jell-O square with side packet of mayonnaise
  • Peeled, boiled eggs floating in a small watery puddle
  • Feathery green Sno Balls
We've been told these new vending machines will offer real coffee and even ice cream. And possibly Pepsi in cans.

F+W Life
Wednesday, May 14, 2008 3:31:36 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [1] Trackback
The Litmus Test: How Well Do You Understand the Book Publishing Industry?
Posted by Jane

In our office, we keep a little book of quotes where we record the strange, funny, or absurd things that people say, both knowingly and unknowingly. Here is something we captured from early 2007:

“Someone’s buying those books. I have no idea who.”
    —Steve Koenig, (former) F+W National Sales Manager

When you read that, what is your reaction, on this scale of 1 to 5?
5 - Laugh out loud funny!!!
4 - Very amusing!
3 - Huh?
2 - Long and knowing sigh.
1 - Sad silence, with slight downturn of the lips.
The closer you are to the book industry, probably the less funny (or absurd) this quote seems. It reveals what I often call the dirty little secret of (trade) book publishing: We don't know who's buying our books. All we know are the middlemen: the distributors, the wholesalers, the chains, the reps, etc. Many book publishers are experts at working the system to get books distributed, placed, and promoted in outlets far and wide. But are we experts at knowing the reader? Do we know, in the end, who's buying our books off the shelf? In many cases, we do not.

One of the historic best-selling series at F+W is on painting rocks. It all started in 1994 with The Art of Painting Animals on Rocks by Lin Wellford. Over the past 10-15 years, our rock painting books have sold more than 1 million copies. Who's buying these books? Sometimes, we have an idea, when we're able to talk directly to consumers (like through book clubs or at specialized trade shows). But mostly, we don't have a clue.

This is why publishers depend on authors to know their audience/readership, and to develop a platform that can reach readers directly. The publisher is often incapable of doing this effectively or efficiently. Of course, some publishers do have strong direct-to-consumer businesses and know how to promote directly to readers. Rodale is one example. Hay House is another. (Click here to read a fascinating article on how the Hay House business grew, and continues to grow, through its ability to reach consumers.)

In the future, given how technology/digitization is changing how people find and purchase products/content (and how distribution models are changing for all media), the publishers who succeed will be the ones who can directly reach and market to readers, and have expertise in serving that reader—rather than just being expert at driving product to the middleman.

(Thanks to Grace, WD's managing designer, for providing excellent fodder for this post, that is, the quote itself!)


Building Readership | F+W Life | Industry News & Trends
Wednesday, May 14, 2008 10:25:17 AM (Eastern Daylight Time, UTC-04:00)  #  Comments [1] Trackback
# Thursday, May 08, 2008
Exclusive Online Peek: Serfitt & Cloye Gift Catalog
Posted by Jane

This past week, I've been putting the final touches on a Fall 2008 title, The Serfitt & Cloye Gift Catalog by Bob Woodiwiss, from TOW Books. It's a parody of the gift catalogs you probably receive from luxury retailers. Here is one of my favorite catalog items. (Illustration by Andrea Jensen.)


FICTIONALIZATION
For anyone who’s ever dreamed of being a character in a Jane Austen novel. For the fiction lover who feels that in reading Yossarian’s, Gatsby’s, Karenina’s, or Portnoy’s story that she is reading her own. For the person who always thought she’d pour her heart into the creation of a great book one day, but now knows there’s a faster, easier way. Yes, for all these literature lovers and more, may we suggest Fictionalization. With Fictionalization, you give the gift of fictional life. Because your name (or the name of whomever you should choose to designate) will replace the name of your favorite fictional character throughout any classic, near-classic, or pulp novel. Name substitution will begin with a newly published edition that will replace all existing editions and shall continue in perpetuity, that is, in all subsequent printings of your selected title for all time. Demand is already hot, so make your reservation now. Titles already in production include Flaubert’s Madame Winfrey, Burroughs’s Murdoch of the Apes, and Shakespeare’s Rosie O[’Donnell] & Juliet. Hundreds of other titles available. Fictionalization: from $100,000 (Friar Tuck level) to $100 million (Jesus Christ level).

F+W Life | Sneak Peek
Thursday, May 08, 2008 4:17:43 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [1] Trackback
# Thursday, May 01, 2008
The Latest Embarrassing Thing That Happened
Posted by Jane

I like to tell new people I meet that I have at least one horribly embarrassing moment every week -- as far as my personal life. In my F+W life, I have about one mortifyingly embarrassing experience every 3-6 months, depending on how much I'm paying attention. (Often I discover the terribleness long after the fact.)

Some concrete examples?

As far as my personal life, during my vacation last week, I was staying in a country cottage in France (tough life, I know), with a functioning fireplace. It was one of the few ways to heat the cottage on a chilly evening. So on that first evening, I was crouched by the fire, with an afghan wrapped around me. When I stepped away into another room, I glanced down and wondered, Why do I see glowing embers on the floor?

I was on fire -- or, that is, the afghan was on fire. In the end, no one was hurt except the afghan, but I had to explain to the cottage owner what had happened, and I was lucky enough to find a similar afghan in town, so I bought it as a token of my deepest regret. (I also said Je suis desolee as much as possible. I found that in France saying Je suis desolee can resolve many problems.)

Now to the real meat you've been waiting for -- my recent professional embarrassment.

Right before I left on vacation, I received a book proposal from an agent. There was lots of interest in this particular book, and it was clear that by the time I returned from my vacation, the book would be sold.

Before I continue with the story, though, some background on how F+W Publications works: When an acquisitions editor has decided she wants to publish something, she must seek approval from a board (primarily sales and marketing people). This board meets weekly to approve projects and requires at least two things for approval: (1) a completed proposal information sheet (what the book is all about, who the author is, and marketing info, among other things) and (2) a cost estimate and profit-and-loss (P&L) statement. At F+W, it sometimes can take 2-4 weeks to get a P&L. (Editors can't prepare them; they must come through another dept.)

In this way, F+W is a little strange or different from other publishers; it is a legacy process, something that's been in place for 20+ years. When I first started at F+W in 1998, these board meetings were held once a month. It was only recently that they became a weekly occurrence.

But the point is: It can be a lengthy process, which isn't exactly helpful for editors who need to make offers quickly. So you find work-arounds.

So regarding this hot project that arrived before my vacation: I decided to take the project to our board without a P&L. If they were enthusiastic about it, then I felt safe discussing an offer with the agent. And the board was in fact enthusiastic, so I told the agent what we could offer, she accepted, and I went on vacation.

Of course my big mistake (and it was such a basic one) was not ensuring the agent knew that it was not a done deal for us until I had that final approval (with the P&L). This wasn't an agent I'd worked with before, either, so that only exacerbates a bad situation.

So the project is still awaiting final approval (my vacation has slowed down the process immensely), and the agent is confused and upset (justifiably so) that the deal is still pending. Once again -- unintentionally setting fire to something. (Unfortunately, repeating je suis desolee will not be as effective in resolving this.)

No matter how long I'm in the business, I'm always learning new lessons.


F+W Life
Thursday, May 01, 2008 1:58:16 PM (Eastern Daylight Time, UTC-04:00)  #  Comments [0] Trackback


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