Because my built-in audience I have been able to continue creating books and been successful in making large format coffee table books.” “Since I have somewhat of a special niche, having my own galleries, website and other social media I find that most of my customers and limited edition print collectors want to have a physical book that they can look at as opposed to a digital version. “ĭespite a movement to digital publishing and online content consumption, Mangelsen finds himself in a unique place. From getting the content, to editing, layout and design, printing and binding, collaborating with publishers and writers and distribution and sales, books are a labor of love…There will be road bumps, such as the binding issues that delayed the release of my latest book, but fortunately working with Rizzoli they resolved the issues in time to have a great product for the holiday season. Still, publishing a book is challenging even for seasoned authors, and this book was no different for Mangelsen. Generating PR, mailing out advance copies to book reviewers, etc can be done by independent publishers, but large publishers have staff, know-how and connections that help to increase the visibility of the titles they represent. This includes negotiating shelf space and promotion at bookstores as well as coordinating special sales through book clubs and online retailers like Amazon. The traditional publisher brings two major advantages to the table: distribution and marketing. Mangelsen covered the cost of his office staff working on the book’s content, as well as purchasing from the publisher to sell through his galleries and website. Once we had the book fully proofed my publisher handled most of the interactions with the printer who they had recommended.”Īs far as costs, Rizzoli was responsible for the layout, design, purchasing materials and printing and the author. ![]() We considered use of full bleeds, double page spreads, number of images on a spread, white space, author’s for written text and forward, number of words, paper samples and varnishes to determine which materials would best represent my vision for the book. We collected content and then edited from hundreds of thousands of possible images down to roughly 300 that we then sent to Rizzoli to be laid out by their designer…We went through several design concepts and drafts. Mangelsen said, “ worked with the publisher on the format and size and approximate number of pages. ![]() Unlike independent or self-publishing, working with a publisher meant more delegation of duties. ![]() With “The Last Great Wild Places, Mangelsen created three editions to address a wide audience, including a limited special edition book aimed at hard core collectors of his work. They are still being published but not in the numbers they were 20 or even 10 years ago.”Ī distinguishing factor that makes the proposition of a large format coffee table book more economically viable for Mangelsen is his ownership of eight galleries around the country combined with a large following both online and in real life. Three Approaches to Photo Book PublishingĪfter 40 years of photographing some of the most iconic nature and wildlife photos, Thomas Mangelsen decided to throw together a retrospective entitled “ The Last Great Wild Places.” As a well-established photographer and author with multiple titles under his belt, Mangelsen was approached by esteemed publisher Rizzoli, which had previously published or distributed three other titles for him.īut even with interest from a publisher, Mangelsen warns of a contracting market, “According to my colleagues and the word on the street including most large publishers, photographic coffee table books are unfortunately a shrinking market. You need to familiarize yourself with the various materials options and their related costs before embarking on any book project. To drive a profit, you need to control your COGS, and something like a heavier stock paper or large dimensions could easily throw you into the red. General edition photo books fall into a range of pricing with a sweet spot from $30 to $60. ![]() COGS: “costs of goods sold,” or your unit price to produce a book.ĬOGS can vary wildly depending on the size, number of pages, and materials used in your book.
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