I recently blogged that I love authors who have get up and go. Instead of waiting for a mainstream publisher to discover them, and help them realise their dream of being a published writer, they have taken matters into their own hands. As they have believed in their work they have either self published, partner published or started their own publishing company. So over the next few weeks some successful Australian authors will share with us their reasons for taking this path, and give an insight into their self publishing or independent publishing journey.
So I’d like to kick off my interviews by welcoming Tania McCartney to my blog. Tania is an author, blogger, editor, and publisher. She also wears many other hats, including wife and mother. Tania McCartney and her family lived in China for four years, but now live in Canberra.
In 1995, Tania’s first book was published by Hodder Headline Australia – You Name It – a collection of unusual names and meanings, plus studies on the naming process.
In November 2008, Tania self-published her first children’s picture book – Riley and the Sleeping Dragon, which will now be made into a travelogue series for 0-8 year olds. Beijing Tai Tai – a memoir-style collection of blogs, columns and journal entries, was self-published in January 2009.
Riley and the Dancing Lion: A journey around Hong Kong, is the second book in the series, and this busy author will be releasing the third book of the series– Riley and the Curious Koala: A journey around Sydney this November (2010).
So let’s find out a little more about Tania’s foray into the self publishing world.
#1. AN INTERVIEW WITH TANIA McCARTNEY
Tania was born on a little island called Tasmania where she developed a loving relationship with raspberries.
Did you always want to be a writer? Yes. A writer, movie star and surgeon. I’d still love to be the movie star and surgeon but writing so consumes me, I just simply wouldn’t find the time.
When did you start writing?
I still have my grade 3 English books, handwritten in the palest pencil and stacked with stories that earned me the biggest, sparkliest stickers one ever could imagine. I consider that the launch of my career. My first poem was published at 7 and I wrote my first ‘book’ at 10. My first serious manuscript was written at 19, and my first magazine article was published at 20. From there, I powered through three novels by the time I was 25, and since have completed dozens of books, poems, playscripts and workshops, and have written hundreds of magazine feature articles, columns and blog entries.
What genre do you write in/or have written in?
I’ve always written in whatever genre was pertinent to me at the time. In my late teens it was all about angst and love (fiction and autobiographical). In my twenties, it careened between novels, plays and philosophical and spiritual non-fiction and I wrote a book about names called You Name It (Hodder Headline) in 1995. Things shifted in my early thirties when I had kids and I began toying with kids’ books and magazine articles and blogs with a family focus. Children’s fiction invaded quickly soon after. Having an obsession with childrens’ books all my life (my favourite books are still by Enid Blyton, M Sasek and CS Lewis), I was thrilled to finally get the opportunity to self-publish a children’s picture book (Riley and the Sleeping Dragon: A Journey Around Beijing, 2008) whilst living in Beijing. I’ve not looked back. I am in love.
Why did you decide to self publish or publish independently?
I was living in Beijing (on post with my family for four years) and was fortunate to have a stack of extra time to work on my writing. Printing in China is phenomenally inexpensive and the logistics of self-publishing (once carefully researched) are surprisingly simple. I was actually working for several English-language expat magazines as a kids editor and columnist and couldn’t resist the marketing and promotional opportunities I had access to – particularly as my first children’s book was something all China expats would snaffle up for their kids in a nanosecond.
Thankfully, the gamble paid off and Riley and the Sleeping Dragon sold out of its first two print runs in three months. I brought the book home with me in January 2009 and I’ve been thrilled with its success here – the book appeared in the ABA’s Kids’ Reading Guide 2010/11, which was a huge honour. I’ve since released the second book in my Riley series – Riley and the Dancing Lion: A journey around Hong Kong, and will be releasing the third book – Riley and the Curious Koala: A journey around Sydney this November (2010). I also released a memoir before leaving China called Beijing Tai Tai – a funny compilation of blogs, columns and journal entries on my life as a wife in China. This also did well and I’m almost completely sold out of two print runs.
How did you get started (ie. how did you go about self publishing or gathering information)?
Goodness – well, I just heavily researched. From China, I was a bit out of the loop so I googled and contacted everyone I could for more info. Thorpe Bowker (exclusive providers of ISBNs in Australia) helped me with lots of great info. I bought a block of 10 ISBNs through them and they also provided the barcode. I contacted the National Library of Australia (naturally, I published in Australia) and they were really helpful, letting me know how to obtain Cataloguing-in-Publication entry data. Very straight forward. Once the book was printed, I sent a copy to the National Library, listed the book with Thorpe Bowker and Global Books in Print, and voilá, I was done. Of course, then the real hard work began.
How did you go about editing your work?
I self-edited. I have extensive experience in editing and proof reading (which I studied) and I just spent lots of time on it, always looking at things with a critical eye and as objectively as possible. I knew the book was in really good shape but I still had friends look it over (for fluency and typos!), just in case. The other thing I did was let my husband look it over. He is extremely hard to please so I knew if he loved it, I was on a winner. He loved it and that was quite literally the moment that pushed me to self-publish.
How long did the self publishing process or independent publishing take place? ie. from the beginning to the printing of your books?
I had written a draft of the ms (which later changed) in March 2008. I redrafted and sought an illustrator in May/June and began serious work in July. It was printed in early November and launched on 21 November – so 6 to 8 months, depending on whether or not you count the fear-factor break in the middle.
What obstacles did you encounter during this process, if any?
Not many. I was so driven and impassioned and so totally believed in this book. The printing process was a challenge because of the language barrier. Plus, they screwed up the second print run and I made them reprint. As with most publication processes, my biggest obstacle was time. I did quite literally everything (bar the illustrations) – I wrote, designed, laid out, typeset, published, marketed, promoted and distributed the book. It was heavy stuff but also a joy. Seems it was something I was born to do and I still thrive on it.
How did you go about organising a printing company?
I was fortunate in that I was blogging about the book-writing process (as a family matters columnist for a major Beijing expat magazine) and local printers actually contacted me. I just went with one of them. When I printed the second book here in Austalia, I googled lots of options and asked for quotes. I went with a company (Ligare) who were a) well-established, b) price competitive and c) provided the best and most personal customer service (believe it or not – this last point was the most important, in my view).
What was your print run?
My first was 500. My second was 500 then I requested they reprint another 500 at no cost (due to their fault). My third was 1500. I only have a few hundred books left ; it’s been very exciting.
Deciding on a print run is a huge commitment. Of course, I wish I’d printed more first up, as it would have cost me a lot less overall – but you can never know how a book will sell. I should have had more faith because I knew in my heart this book had enormous potential and it has lived up to that potential, thankfully!
For my second book, I printed 2000 but that was mainly because the price is higher here in Australia and I needed the lower per-book cost. It was a bigger investment but I know the books will sell over time. I will probably print 3000 of the third book, as it is set in Sydney and has even more sales potential. It’s a delicate balancing act.
What are the advantages of self publishing or publishing independently?
The most obvious advantage is that you can get published. Even the best ms are frequently missed by publishing houses, so kick-starting your career with self-publishing, developing a presence in the market – that can be priceless and worth the effort. Doesn’t mean you will suddenly get snapped up by a publishing house, but it can help you at least learn and grow as a writer.
Another major advantage is creative control. Of course, it’s a gamble to take full control. You have to have a marketable, beautiful and professional product otherwise it just won’t cut it out there. I’ve seen so many SP (self published) books fail for this reason.
Another advantage is that you can get things done quickly. Going through a publishing house takes time – often years. You can self-publish in a few months if you need to.
If you are willing to put the work in, you gain a lot more profit (per book) if you self-publish. But remember, this profit is per book… and publishing houses will always sell more books and gain more exposure than any independent author could achieve, so it’s all relative.
Also, it’s fun. You learn an incredible amount, meet some amazing people and it can become a bit of an obsession!
Are there any disadvantages to self publishing or publishing independently? If so, what are they?
The disadvantages include tonnes of endless promotional work, taking a stack of time and energy. This takes you away from writing (and family and oftentimes even personal hygiene!). It also means you need to source a distributor, which can be challenging – how else are you going to go Aus-wide or global? Selling on your website will never be enough.
I was relieved to be taken on by one of Australia’s biggest distributors – Dennis Jones & Assoc. You need to be really marketable if you take this avenue because distributors really have the power to pick and choose books, and you still need to do loads of your own marketing and promotion – the more the better.
The financial outlay is also a disadvantage because nothing is guaranteed and it is a big risk. I think you need to be absolutely certain your book will sell before you self-publish, as it can be costly and the last thing you need is 5000 books sitting in your garage for the next 20 years. We can all romanticise about writing for love and passion but if your book is not marketable, why bother publishing it? It has to make profit so you can write more.
What advice would you give other authors who are thinking about self publishing, setting up their own company or publishing independently?
Think about why you’re doing this. Do you write because you want to make lots of money (newsflash: you won’t)? Do you write because it’s akin to breathing? Do you want to make it a career and why? What do you want from writing and self-publishing? Be honest with yourself.
I think it’s vital to take every avenue you can to research the marketability and sales options for your book before you think about self-publishing, including seeking outside opinion and developing a marketing/market niche plan. Put it this way – everyone wants to publish a memoir but not all memoirs are meant to be published. If you are writing for self-indulgent purposes, do a print run of 10 and hand them out to your family instead.
Don’t go into enormous financial debt to do this. Start small. Build on that by returning all profits to the next book. Be prepared to work your guts out, especially POST-book. Promotion and marketing should be endless and there are endless avenues in which to do this. Set up a really good author website (AUTHOR website, not a website for your book – you can set up book title websites when you’re famous enough), blog and twitter but do NOT expect to print a book and expect customers and bookstores and libraries to come to you. People will not buy your book through a website unless you have something completely crazy and left-field and someone famous stumbles across you and promotes you (chances: minimal to nominal).
Network with other authors and join your local writers’ society, ASA, CBCA, etc. Share your work at every opportunity. Visit bookstores, ceaselessly look at ways to promote. Lastly, don’t expect to make any money. Any money you do earn is a wonderful bonus.
What was your biggest learning curve or is there anything that you would do differently?
My biggest learning curve has been everything! I have loved learning this process and I’m still learning – every single day. It’s a glorious and fascinating process. As for doing something differently, there’s not much. Probably print more books first time, but again, that’s all relative and has to be carefully balanced, according to your market and promotional ability. Oh – and I would also absolutely give myself more time between post-production and book launch. Never hurry this. I have mistakes in my second book because of the rush and it still drives me bananas.
What attributes do you feel are necessary to be a successful self publisher? eg. determination, patience, organisation, sales and marketing experience, self belief, …???
Tenacity. If you have tenacity and drive and do NOT give up – you will naturally succeed. I am consistently gobsmacked and totally over the ceaseless people I meet who tell me they desperately want to write or self-publish and then never ‘get around to it’. Talkers will never succeed. Only doers.
If you have drive and tenacity, you will be naturally drawn to everything else you need to self-publish (marketing, sales, self-believe, organisation) because you will ceaselessly explore and discover exactly what you need to succeed. I honestly believe this and am constant and repetitive witness to it. I’ve always said that if you take at least one step, the next one will unfold before you. Have faith. Do NOT give up.
How do you market your books? Have you come across any obstacles when dealing with bookstores, etc?
Before I left China, I began emailing online bookstores to see if they would stock my books. Australian Online Bookshop was the first, and it was a great feeling to be officially stocked.
When we returned to Australia, I approached five major Aus-wide book distributors and I was really shocked to receive an incredibly rude email from one with NO salutation nor sign-off – just stating ‘no thanks – we’re not interested in your books’. I emailed back (most politely) and asked why. He told me my books would never succeed in Australia because they did not have standard typeface. I emailed back and said something along the lines of ‘what a shame, but I guess the font IS more important than the actual content of the books’. Needless, to say I never heard from him again. A day later, Dennis Jones & Assoc met with me and were delighted to take on my books. DJA have been wonderful and haven’t hesitated to support me and take on subsequent books instantly. I’m really happy and my books are still selling strongly.
Approaching bookstores directly has never been an issue – people have always taken me on. Franchised stores may need to go through your distributor or through their head office, but independents are wonderful and so supportive.
What does successful self publishing or successful independent publishing mean to you?
It’s such an enormous achievement. It’s easy to forget how much I’ve independently achieved because it’s ‘just what I do’ and it’s easy because I love it – but looking back, it really is a glorious feeling to realise exactly what I’ve done and how all that hard work has paid off. I love a good project I can sink my teeth into, I thrive on a challenge and love to multitask. I adore books, marketing, promotion and the publishing world, and I love to learn. I’m also a bit of a perfectionist, so doing it all myself has ticked every box!
If you were offered a publishing contract with a mainstream publisher, would you accept it?
Absolutely. I love to self-publish, but I’m not daft! In fact, I’m currently in talks with a major publisher about an ms they’re interested in and they’re already asking me to make small changes and switch illustrators. Sure, I’ll have to give up a lot of creative control but you can’t underestimate the marketing and sales potential of [the right] house – nor, most importantly, the potential for exposure. I’ll still self-publish, though – ideally, I’d like books published via a blend of both. I can’t give up SP now, it’s too much fun. I’m a sucker for hard work.
Where would you like to be in five year’s time? – ie. writing wise.
Contributing in wonderful ways to the Australian literary scene, particularly in children’s literature. I want to make children’s hearts soar and promote literacy in every way I can – I already do that through Kids Book Review, but I want to do more. I’d also love to be involved in creating a children’s literature festival. In five year’s time, I also hope to be published in other genres, especially adult and children’s non-fiction, and my pipedream is to run a magazine. A writing award or a CBCA Notable Book nomination would be just glorious! Plus, I have a secret desire to be published in several languages, especially Chinese and French.
What words best describe you?
Driven. Generous. Hard-working. Clever. Energetic. Focused to a fault. Creative. Life-loving. Impatient. Love.
And just to finish up Tania, could you please complete the following:
At school I was … someone who refused to fit into any stereotype.
When I was a child I wanted to be … a writer, movie star and surgeon.
I relax by … travelling, reading to my children… and writing.
Helen Ross interviews Tania McCartney April 2010
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Wow! Thanks Tania. You are such an inspiration, and no doubt your journey will provide a lot of assistance to those authors who are considering the self published road. And as you said, it is definitely not for the faint hearted.
BOOK REVIEW
Riley and the Sleeping Dragon: A journey around Beijing
By Tania McCartney
Illustrated by Mo Qovaizi
With an imagination as big as Max from the much-loved picture book Where the Wild Things Are by Maurice Sendak, Riley takes readers on a magical journey around Beijing in Riley and the Sleeping Dragon.
When Riley goes to sleep, he dreams not of wild beasts who gnash their teeth and roar their terrible roars, but of a long and scaly dragon with the head of a camel, eyes of a rabbit, ears of a bull and horns of a deer. When he wakes, he goes in search of the two thousand year old sleeping dragon, which his mother tells him lives in China.
Kids and adults alike will love following Riley as he flies his red plane through Beijing, visiting Gu Gong the Forbidden City with its big red doors punched with 81 gold studs, Hou Hai where boaters bob in the water and lotus flowers burst with pink, and the hutong alleyways and courtyard houses where woks spiral delicious steam.
The colourful illustrations of this adventurous little boy are juxtaposed against black and white photographs, taken by the author herself. The mixed-media in this book is delightful, as the plane Riley pilots is also a photograph of a toy plane. The style of the book is uncluttered and easy-on-the-eye with a bright blue background and puffs of white cloud framing the text and images.
Riley and the Sleeping Dragon is an innovative way of introducing children to travel and teaching them about another country. The discovery of the sleeping dragon in the guise of the Great Wall of China at the end of the book will leave readers feeling as though they have been let in on an ancient secret!
Reviewed by Ingrid Jonach http://www.canberrakids.com.au/category/225
Ingrid recommends Riley and the Sleeping Dragon to Canberra Kids aged zero to eight.
RRP: $14.95
Other review links:
http://picture-books.suite101.com/article.cfm/the-riley-picture-book-series-by-tania-mccartney
http://taniamccartneypress.blogspot.com/search/label/Reviews.
http://www.thebookchook.com/2010/04/book-review-riley-and-dancing-lion.html
To find out more about Tania -
MAIN SITE – www.taniamccartney.com
TM PRESS – ww.taniamccartneypress.blogspot.com
BLOG – www.taniamccartney.blogspot.com
KIDS BOOK REVIEW – www.kids-book-review.blogspot.com
AUSTRALIAN WOMEN ONLINE – www.australianwomenonline.com
An interview with Tania McCartney by Helen Ross 21 April 2010
Copyright 2010
NEXT WEEK: Check out my interview with another successful Australian self publisher.
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