Insights from Publishing Expert Fern Reiss: An In-Depth Interview

The Genesis of a Publishing Authority

Norm: When did your passion for writing books on publishing begin? What inspired you to write these books and what keeps you going?

Fern: My journey into publishing guidance was serendipitous. Initially, I authored books on diverse subjects, including "The Infertility Diet: Get Pregnant and Prevent Miscarriage" and "Terrorism and Kids: Comforting Your Child." However, during my book tours, I consistently encountered questions about the publishing process itself. This curiosity from the audience led me to create "The Publishing Game" series, addressing traditional publishing, self-publishing, and book promotion.

The publishing industry is dynamic, with ever-evolving strategies for securing literary agents and gaining bookstore placements. This constant change fuels my drive to provide up-to-date advice. Moreover, with traditional publishers scaling back on promotion, there's a pressing need for authors to master self-promotion to thrive in today's market.

Discerning Quality in Publishing Advice

Norm: As there does not seem to be any authoritative standards that exist for authors pertaining to books on publishing, how do you know that a book on publishing is up to par? How do you check out the authorial competence?

Fern: Indeed, the market is saturated with authors offering publishing advice after publishing just one book. My advice is to research thoroughly before investing in a publishing guide. Check the author's online presence, read their articles, and assess their publishing track record on platforms like Amazon. It's crucial to ensure that the author's experience aligns with the publishing path you're interested in—be it traditional, self-publishing, or book promotion. I'm currently compiling a comprehensive comparison of writing and publishing books available, which will be a valuable resource for authors seeking reliable guidance.

The Writer's Life: Is It for Everyone?

Norm: Many writers want to be published, but not everyone is cut out for a writer's life. What are some signs that perhaps someone is not cut out to be a writer and should try to do something else for a living?

Fern: Most individuals who approach me have already embraced their identity as authors. The critical consideration for writers today is their willingness to market their books. Regardless of the publishing route chosen, authors must be proactive in promotion to extend their books' shelf life beyond the average four months.

Publishing Trends and Distribution Changes

Norm: In the last year or so have you seen any changes in the way publishers publish and/or distribute books? Are there any emerging trends developing?

Fern: The publishing landscape is rapidly evolving. We're witnessing a significant reduction in shelf life, partnerships between Amazon and companies like Mobipocket and BookSurge, and the controversial issue of Google's use of copyrighted content. Additionally, major publishers are investing in cell phone companies, anticipating the trend of reading on mobile devices, as seen in Japan.

Publishers like Random House and HarperCollins are innovating with speakers' bureaus to promote author appearances. Amazon Connect and Barnes & Noble's online book club are fostering author-reader interactions. Blogging and podcasting are reshaping content delivery, which will inevitably impact publishing and book usage.

Authors must pay close attention to intellectual property rights in their contracts, as the future of these rights could determine success in the evolving digital landscape.

Leveraging the Internet for a Writing Career

Norm: How have you used the Internet to boost your writing career?

Fern: Search engine optimization (SEO) has become a cornerstone of business success, including writing. Being highly visible on search engines can significantly enhance an author's career. For instance, a search for "find a literary agent" prominently features PublishingGame.com, demonstrating the power of SEO. As the competition for shelf space intensifies, online discoverability will become increasingly crucial for authors.

Unique Marketing Strategies

Norm: Are there any unique ways you market your books that is different from how others authors market their books?

Fern: I've leveraged print media extensively, securing features in top-tier publications like The New York Times and The Wall Street Journal. This exposure led to the creation of Expertizing.com, where I offer workshops and consulting to help others gain media attention. Marketing a book involves a myriad of strategies, and I've explored most of them, either for my own books or for my clients.

The Value of Conferences and Workshops

Norm: How important is it for aspiring writers to go to conferences and/or workshops? How do you know that a conference and/or workshop are worth your time and money?

Fern: Conferences can be incredibly valuable for writers, offering fresh insights and networking opportunities. However, it's essential to research and speak to past attendees to gauge the quality and relevance of a conference before committing.

The Benefits of Finding a Niche

Norm: Do you recommend other writers find a niche or specialty? What have been the rewards for you?

Fern: While specializing in a niche can simplify marketing efforts, it's more important for writers to follow their passion. Writing with genuine enthusiasm is paramount, even if it means straying from a specific niche.

Self-Publishing Versus Traditional Publishing

Norm: What has your experience been like with self-publishing? Do you recommend it over traditional publishers?

Fern: Self-publishing has been rewarding for me, offering control, earlier marketing opportunities, longer bookstore presence, and potentially higher earnings. However, it's not suitable for everyone. Self-publishing lacks the prestige associated with traditional publishing and requires a strong business acumen and marketing prowess. It's crucial to choose the publishing path that aligns with your goals and strengths.

The Publishing Game Series and Expertizing

Norm: Could you tell our readers something about your Publishing Game Series and your forthcoming book, Expertizing Position Yourself as a Name Brand.

Fern: The Publishing Game series includes guides on finding an agent, self-publishing, and book promotion, with upcoming titles on syndicating columns and creating audio products. "Expertizing: Position Yourself as a Name Brand" focuses on media strategies for businesses and individuals. It's not just for authors; businesses of all sizes and nonprofits have found value in the Expertizing workshops.

Final Thoughts

Norm: Is there anything else you wish to add that we have not covered?

Fern: For those seeking to enhance their media presence, I offer a free monthly newsletter available through Publishinggame.com. Writing can be a challenging profession, but persistence and passion are key to breaking through. Never give up on your writing aspirations.

Norm: Thank you, Fern, for sharing your expertise and good luck with your future endeavors.

For more insights from Fern Reiss, visit PublishingGame.com and Expertizing.com.