1. Order Extra Covers:
Ask your printer to run 50 to 200 extra covers at press time. The cost is minimal while the cover is on the press. Distributors require covers and the covers can also be used with your press releases. See our price list page for general Evanston Publishing price information.

2. Send Out "Blads":
Rather than send out review copies to every prospect, send out a book cover along with front matters, sample chapters, illustrations, charts, or other important book components. This is called a "Blad."

3. Use Screens and Tints:
You can stretch a two-color cover to look like three colors or more by using white, tints, shades, and color overprints of the colors you've chosen at no extra cost. The paper used for covers is white, so white is a "free" color. Tints and shades are created by using screens of a color. Overprints are new colors formed when two colors are overlapped.

4. Surf the Internet:
You're already here, so participate in Usenet Newsgroups, offer free chapters of your book on-line, and search the web frequently for new publishing sites. Having an electronic mailing list is great, but do not force your book down others' throats. Don't send unsolicited bulk e-mail, and never post articles to newsgroups unrelated to your book subject.

5. Join a Publisher's Association:
Publisher's associations and small press organizations offer discounts on everything from advertising to health insurance. Not only will you be able to take advantage of reduced or co-op prices on all marketing opportunities, but you will also receive discounts on all manner of goods and services.

6. Publish a Poetry Chapbook:
If you are publishing poetry or a short work, your first edition might do well as a chapbook. Chapbooks are saddle-stitched (stitched with wire in the middle, like magazines) booklets that can be printed in small runs.

7. Avoid Display Advertising:
Do not waste your money on large ads in major magazines and newspapers. The average ad must be seen seven times to provoke a response. Rely on free publicity from the media, targeted direct mail, and small ads in highly targeted publications for your advertising.

8. Use Cooperative Marketing:
If you are planning a postal mass-mailing, find another publisher trying to reach the same market and save by mailing your materials together and splitting the costs.

9. Prepare Nepotism Lists:
Draw up a list of friends, family, business associates, and others who already have an interest in you and your work. These potential customers are easier to reach and more profitable to market to than any other single group. Market your book with them first. To find e-mail addresses, web sites, and phone numbers for people you've lost contact with, try an Internet directory.

10. Save on Taxes:
Publishing a book is a business, and expenses connected with that business are tax deductible. Keep careful financial records, save receipts, and open a checking account just for your publishing company. Always check with your accountant and/or lawyer about deductions to which you are entitled. You can also access the IRS site on the World Wide Web.

Back to Production Tips