Book packagers are often hired by publishers whose staffs are too limited to work
on a multitude of projects simultaneously; in other words, these publishers are
maxed out on projects and need outside help in handling additional ones.
Some book packagers handle as much as 75 percent of a publishing house’s projects,
allowing the in-house staff to concentrate on future projects and expansion. You
would do well as a book packager if you have an editorial background, a knack for
organizing and pulling together all the details of a book project, and the foresight
to set realistic goals about accomplishing publication.
You will likely handle every-
thing from hiring writers and photographers to production and sales/marketing
management. You would do well to pick an area of expertise, such as high-quality
illustrated books. Many publishers don’t have that kind of expertise in-house and
will gladly pay you for yours.
What You Need
Expect to spend between $1,000–$5,000 on your start-up, which will cover your
initial advertising in addition to your complete computer setup (with printer,
Internet access, fax, and desktop publishing software). If you can, develop your
own simple, straightforward Web site, complete with samples of some of your
work and testimonials from publishers you’ve worked with before. You’ll need to
work hard to make $45,000–$75,000 or more in this field, but it isn’t uncommon
(especially for those in close proximity to the publishing capitals of New York,
Chicago, and San Francisco).
Keys to Success
Things could easily get out of hand when you are pulling together many different
creative forces for a special project. Try to work out your worst-case scenarios early
enough to form a game plan around them, and set deadlines that are far ahead of
when you actually need a project to be completed. You’ll see why after only one
project.
Start-up cost: $1,000–$5,000
Potential earnings: $45,000–$80,000
Typical fees: Sometimes a percentage of total production costs; often, a
flat consultant’s rate
Advertising: Writers’ and publishers’ directories, industry trade
magazines, direct mail, Web site with online portfolio of
books you’ve helped produce
Qualifications: Editorial background, top-notch organizational skills,
broad understanding of publishing process
Equipment needed: Computer with printer and Internet access, fax, desktop
publishing software, cell phone
Staff required: No
Hidden costs: Insurance, cost of generating business (it can take a lot of
networking and paid listing on Web sites to get work).
EXPERT ADVICE
What sets your business apart from others like it?
Andy Mayer, President and co-owner (with Jim Becker) of Becker &
Mayer Ltd. in Seattle, Washington, says the ability to produce very complicated,
production-intensive books is what sets his business apart. “My partner and I both
have backgrounds in toy invention and design, and we can produce really interest-
ing books as a result.”
Things you couldn’t do without
“Our staff ! We couldn’t do anything without them . . . so many good ideas
come from them. From an equipment standpoint, we couldn’t do without a phone,
a computer, and a color printer to produce mock-ups for publishers.”
Marketing tips
“Bring a lot of who you are to your company. Find out what your passions
are and try to put that into the things you produce. Also, don’t listen to people
who try to tell you there’s only one way to do something. Freely break the rules
and see what happens.”
If you had to do it all over again . . .
“I would have focused the business on book packaging much earlier . . . we
tried to do both book packaging and toy invention, and that didn’t work as well.”
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