The buzz is growing, and just about every author (and potential author) has heard the question from friends, relatives, or strangers: “Why don’t you self-publish?” There might be different answers and reactions to this query, but one thing is certain: there is no more “normal” in the publishing industry. Authors are turning down major deals so they can self-publish; self-published authors who got rich from e-books are taking major deals for print rights. Like the shattering—and liberating—effects of the digital revolution undergone by the music industry, publishing is next.

Self-publishing in print or e-book form isn't the only answer, and it's by no means always the right answer for every author. But it's an option worthy of consideration as opportunities for traditional publication (especially for first novels) become scarcer in a publishing climate that's increasingly risk-averse. 

As many clients of The Editorial Department look for new ways to approach publishing, we have responded with a new set of services geared toward the independent route. Self-publishing may have lost much of its stigma, but the basics of good book production have not changed: editing, proofreading, a good cover, professional layout, organized project management, and a strong marketing plan are all essential elements of a book’s success.

To that end, TED has put together a team to meet these needs. I (Morgana Gallaway) have been recruited as a consultant for self-publishing services, a point person for project management, and “tour guide” for the various paths to publishing. The design team led by Chris Fisher includes experienced cover artists, print interior layout designers, and e-book coders. On the marketing side, Beth Jusino’s services will help authors during the final stage of publishing: matching the story to its readers.

I’m very excited to be joining TED as a self-publishing consultant—as an author it took me a whole year to make the decision to self-publish, with painfully uncertain steps and ridiculous amounts of research. What I needed back then, and didn’t have, was someone to address my myriad questions and concerns as they applied to my book, my vision. As it was, I made copious lists and workflow charts, and through this trial-by-fire I have gained a solid working expertise in the process, from writing that first word on the page to seeing sales reports from Amazon. It was a process that was simultaneously exhilarating and frustrating; now that I’ve gained my chops as a one woman publishing company, I can help my fellow writers with confidence, detail, and in-depth knowledge.

I was traditionally published first, and as a consultant I encourage clients to think about that option. For some books an established publisher is the way to go, and that advance money can be really nice. But for any author thinking about self-publishing, an initial consultation can demystify the process with a step-by-step, individualized plan for how to go from manuscript to book as an “indie.” Throughout the process I also liaise with TED’s marketing and design teams, helping to bring these two halves of the publishing equation into a cohesive project.

On the production side, Chris Fisher heads a team that creates professional, visually appealing covers, print book interiors, and e-book formatting. The team works with the author to produce a design that fits and enhances the story and maintains a high production value. It used to be that self-published books were marked by their “amateur” appearance; now, with superb digital Print-On-Demand technology, the standards and norms for book design continue to rise to where a professionally designed POD book can be indistinguishable from those produced by the large publishers.

Why hire cover artists and interior designers? Readers, despite the saying against it, really do judge a book by its cover, which is why it is so important to maintain a pro look and eye-catching design. A book cover is not just art, nor is it just an advertisement for what’s inside the pages; rather, it is a fusion of the two. A well-designed book will stand out in a store or on the computer screen. Even though I’m supposed to know better, I often pick up a book because, well, “Cool cover!” (For me, the same goes for labels on wine bottles.)

With TED’s new suite of services, this is publishing a la carte. We can help the author with as much or as little as is needed, while the author keeps creative control … which above all else empowers good storytelling.