How Editors Use Reader Reports to Make Contract Offers
Congratulations!
You've cleared the first hurdle in commercial publishing.
Whether through an agent or your own submission, the editor is
interested in your book proposal (a package that included your
proposal, one or two sample chapters, and your biography). The
next step in this delicate dance is the Reader Report: a market
feedback tool used by an editor as part of the publishing
decision process.
A "reader" is someone the editor trusts for his or her
commercial acumen. In other words, readers help the editor
decide if your book concept is salable. The editor solicits
opinions from an eclectic mix of readers, reflecting different
tastes and topic viewpoints. For example, two people might be
interns or editorial assistants within the publishing company;
authors from an unrelated field; professionals within your
industry; avid readers interested in the topic and who are
friends with the editor. Typically, your proposal is sent blind
to the reader, meaning that your identity is anonymous.
In a Reader Report, the editor asks questions that focus on
salability and the target customer.
1. Identify the primary bookstore category.
2. What's really new here? How is the author in touch with or
slightly ahead of the market trends?
3. Does the title work? Do the title and subtitle state the
book's benefit clearly or is the customer mislead about the
book's actual premise?
4. In one catchy line, how would you pitch the book to the
publisher's sales representatives?
5. Characterize the author's writing style. Identify sections
where the author engages the reader with compelling stories or
examples.
6. What are the book's key themes and why are they intriguing?
7. Would you buy this book or recommend it? Please explain.
Upon receipt of these reports, the editor reads these responses
for consistency. For example, an editor is sensitive to the
following points.
1. Did the readers identify the same key themes? If so, that is
a good indicator that the book's structure will be solid.
2. How are the catchy one line phrases similar? Consistency here
indicates that the author understands the primary bookstore
category.
3. Do the readers buy the author's premise? Is the reader
convinced the author will deliver the book as outlined? Why or
why not? The editor looks for reasons to be confident about the
book's market position before going further.
Prior to contacting you and sharing the feedback, the editor may
circulate the proposal and the reports to marketing and sales
colleagues for their opinions. At this stage, it is likely an
informal request. A smart editor knows how to create a buzz
around an exciting project. No book succeeds alone. It takes a
team of people who are as passionate as the author and the
editor in order to commit the financial resources required for
the project.
Unless the project is competitive, patience is an author virtue
at this stage. Calling the editor every day is not a winning
strategy; it alienates the editor. When the editor does
follow-up with you, usually within seven to 10 days of analyzing
the reports, you can expect several possible outcomes.
1. For whatever reason, the editor turns down the proposal.
Because it was an achievement on your part to make it this far
in the process, be sure to ask for specific feedback. This is
your opportunity to be curious about the publishing business and
not defensive about your work. Try to put yourself in the
editor's shoes and understand his or her rationale.
2. The editor suggests substantial changes and invites you to
resubmit the proposal for further consideration. The ball is now
in your court. If you agree with the changes and believe these
changes will make for a stronger book, you may want to agree to
this request. If not, you may decide to try other publishers.
3. The editor suggests minor changes and plans to present your
proposal at the next publishing board meeting. If the board
(representatives from editorial, marketing, production and
sales) agree to buy your book proposal, the next step is a
contract offer that will be made to you by the editor.
In conclusion, readers play a critical role in the editorial
decision process. This article highlights the key steps. For
more information about book proposals, please see Five Key
Secrets to Winning Book Proposals and The Book Proposal
Submission Checklist.
C2006 Melissa A Rosati. All Rights Reserved