Conifer Books

9599 S. Turkey Creek Road

Morrison, CO 80465
720.236.2015

Senior Sleuth Guide Publication Process Overview

Welcome, Senior Sleuth author!
This document will serve as a general roadmap to the Sleuth Guide publishing process. Here we
will discuss roles and responsibilities, process, and general timelines and milestones. These
practices will help the authors, editors, production staff, and marketing guys synch up to create
great guides in a reasonable timeframe.
Let’s go!

Process Overview
Here’s how a Senior Sleuth Guide is created from start to finish.
1. BOOK SUBMISSION
• Author submits proposal following guidelines posted on
www.sleuthguides.com/sleuthAuthor.htm.
• Conifer Books responds to all proposals. If we like yours, we let you know and begin
drafting our offer. Note that we might take up to a month to decide to make you an
offer (in the form of a book contract). We need to study the market and competition
before we can commit to any title. But we won’t leave you in the lurch. If we’re excited
about your topic enough to possibly publish it, we’ll let you know that your book is
being seriously considered. Otherwise, we’ll send you a polite “no thanks” email.
2. CONTRACT
• After accepting your book, we send you an offer in the form of a book contract. We’ll
give you some time to look through it, to formulate questions or counter proposals,
and to show it to your agent or lawyer. After a few days to mull it over, we’ll come back
together and chat about the particulars—advance, royalties, rights, etc. Once we agree
on the particulars, we both sign the contract.
NOTE: We are of course willing to negotiate almost any clause in the contract;
however, we are constrained in some areas.
• Advance: At this time, we can only offer very modest advances. We are doing
this so we can spend more money on your print run and marketing. In the
end, this should work to your advantage. To offset our small advances, we
offer larger-than-standard escalating royalty rates.
• Rights: Because we are attempting to establish a new brand for a particular
market, we will need to retain more than typical rights on a book. For
example, we’ll need to retain rights to publish electronically and in foreign

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 Conifer Books
9599 S. Turkey Creek Road
Morrison, CO 80465
720.236.2015

markets (both English and non-English). We need to control who is printing

your book and how they’re printing it.
• First print run: We cannot specify print run quantities in the contract. Why?
Because we will be using a combination of offset printing and POD
technologies. Until our brand is recognizable, traditional distribution will not
be economically feasible. Therefore we need to take advantage of online
distribution methods while pushing sales through alternative channels for
seniors. For this, we need to maintain print strategy flexibility.
• We’ll also set a high-level schedule, including dates for the following items:
• Completed detailed outline. Yes, we know outlines change during the writing
process. We just want to make sure that we’re getting the book that we
expect. This will also help us begin some of our marketing efforts.
• Completed introduction and single chapter. This allows us to address style
issues early in your writing process.
• Completed first draft. To get to this point, you will have had countless back-
and-forth revisions with your editor.
• Revisions from Expert Review. The author (working with editor) must
resolve any outstanding issues identified by the expert review.
• Final revisions.
3. WRITE, REVIEW AND EDIT
• You write your book. This is a back and forth process with your assigned editor. You’ll
submit chapters in Microsoft Word and the editor will provide feedback. You’ll iterate
until we have a complete manuscript submission. TIP: You should supply all drawings
and pictures during this phase. We may chose to redraw tables and charts and will
work with you to ensure that any photos meet our style and technical requirements.
• We submit your book to external expert review. (We may ask you to provide some
names of experts in your field who would be good initial reviewers.)
• You (and your editor) work to revise the manuscript in response to the reviews.
4. PRODUCTION
• The production staff takes your manuscript and photos and creates the final book
layout. They then submit the book to you for final review in a hard-copy, where you
look for ANY problems—content, layout, or even typos. You mark up the copy and
send it back to the production staff.
• The production staff also now finalizes the cover. Again, you will review this looking
for any errors and can offer any feedback or objections at this time.

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 Conifer Books
9599 S. Turkey Creek Road
Morrison, CO 80465
720.236.2015

5. MARKETING
Marketing guys perform the following activities to prepare your launch. Note that they will
perform these in tandem with the writing and production processes.
• Create website content for your title, including a dedicated page.
• Create a Senior Sleuth blogging account where you can write about topics related to
your book. All Senior Sleuth blogs will be accessible through a single portal to draw
more seniors into our site. We’ll communicate some recommendations for how often
you should post. (This is not a contractual agreement, but blogging about your
book/topic will help your sales.)
• Update our catalog and any mailings related to your book launch.
• Send you an author form with a bunch of questions about you and your title. You’ll fill
out the form so the marketing guys can track down any additional sales and marketing
venues particular to your title. This includes special websites or blogs that we can
contact for book reviews and publicity, as well as your willingness to speak to your
audience directly.
• Obtain book reviews through formal and informal channels.
6. BOOK LAUNCH!
We don’t typically organize any formal event, but you can if you would like. Let us know if you
decide to and we’ll help publicize your event.

Roles and Responsibilities

Here’s a run down of the roles and responsibilities of the Senior Sleuth team.
Author
• Submits the book proposal. See www.sleuthguides.com/sleuthAuthor.htm for details.
• Writes the manuscript.
• Provides information to the marketing team (including bio) to help with promotion ideas.
• Produces drawings and graphs. Note that we’ll likely redraw these, but we still need you to
guide us in the content.
• Provides photographs.
• Obtains required release forms for written content (such as quotes) or photos.
• Revises content based feedback from editors and external expert reviews.
• Reviews final book and cover for errors.

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 Conifer Books
9599 S. Turkey Creek Road
Morrison, CO 80465
720.236.2015

• Following release, works with marketing folks to publicize the book. This may include
speaking gigs, blog entries, and appearances at tradeshows and conferences.
• Authors will also have the opportunity to provide revisions and subsequent book editions.
Acquisition Editor
• Reviews and responds to all incoming book proposals.
• Arranges for contract negotiation for books that we would like to publish.
• Performs contract negotiations.
Project Manager
• Works with Acquisition Editor in the contract negotiation, with an eye on milestones and
delivery dates.
• Single contact point for everyone in the publication chain, including author, editor,
production and marketing team. Although the author will interface mainly with his or her
editor, the project manager will periodically contact the author to discuss progress and
milestone deliveries. Also, the project manager is an escalation point on the off-chance of
an author-editor dispute.
• Coordinates milestones and deliveries between different teams.
Book Editor
• Primary author contact during the book writing and editing stage.
• Reviews author’s work and suggests revisions throughout the writing process in accordance
with milestones specified in the contract. Note that although we only require a few formal
exchanges on specific dates, the expectation is that author and editor will be in frequent
contact and submitting multiple revisions between those formal milestones.
• Suggests changes to help book conform to the Senior Sleuth style and tone.
• The book editor will work with the author to create any working schedule of reviews and
submissions that falls between the formal dates. This will be tailored to the author’s writing
preference.
• Reviews the book at every stage from manuscript to final production.
• Manages and reviews the copy editor’s activities.
NOTE about working with your editor from one of our editors: If your editor recommends
something that you think is absurd, argue your point. Editors, contrary to popular belief, are
only human and are sometimes wrong. The editing process is a back and forth. Let’s work
together to create something great.

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 Conifer Books
9599 S. Turkey Creek Road
Morrison, CO 80465
720.236.2015

Copy Editor
• Performs detailed review of finished manuscript for grammar and style prior to production.
• Reviews all graphics (including drawings and photos) for any typographical errors.
• Performs additional detailed review following production to ensure that no typos or other
nefarious mistakes slipped into the book.
Production Team
• Takes completed manuscript and produces the final layout, merging text and graphics.
• Creates cover.
• Updates any drawings or graphs submitted by the author. May request an author interview
to better understand graphic’s intent.
• May supply additional photographs required by the Senior Sleuth brand—for example,
cover photo.
• Submits book and cover to Editor, Copy Editor, and Author for their final review.
• Updates the book based on above feedback.
• Creates files for printer.
Marketing Team
• Works with author to understand the title’s potential markets by obtaining author form
and through author discussions.
• Organizes and executes publicity events and mailings including:
o Press releases
o Organizes a few speaking gigs for venues local to author
o Organizes any book tours or events
o Organizes any other speaking gigs and tradeshow involvement
o Organizes additional mailings (flyers, postcards, catalogs, etc.)
• Manages website updates.
• Creates blog space for author platform.
• Works with bookstores and specialty shops for shelf space.
• Manages online listings including Amazon page.
• Manages any paid advertisements.
Expert Reviewers

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 Conifer Books
9599 S. Turkey Creek Road
Morrison, CO 80465
720.236.2015

• Reviews the finished manuscript prior to production.

• May provide early quotes for marketing efforts.
Finance Team
• Coordinates royalty payments to author and sends quarterly statements.
• Tracks the advance payback to publisher.
• Sends other finance and tax documents to author annually.

Milestones and Deliverables

Here’s a list of the official milestones and deliverables that we’ll work into the contract. All items
will be delivered electronically to your editor. Remember that you’ll create a separate working
schedule with your editor to meeting interim goals and deadlines. A sample author/editor
schedule is attached.
TIP: You can always deliver early. This will give you and your editor more time to perform
additional reviews and updates if necessary.

Deliverable Description Delivery Date

Complete Detailed Includes all chapters, sections and subsections 3 weeks following
Outline proposed for the book. This can change through the the contract
authoring process, but it will give the editor a chance signing.
to familiarize himself with the topic prior to reading
your manuscript. It also helps our marketing guys
begin their topic research.
The editor may suggest changes to the outline if he
feels you are missing a major area of interest to
seniors.
Any major issues or omissions must be addressed and
the outline resubmitted within a week of the above
delivery date.

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 Conifer Books
9599 S. Turkey Creek Road
Morrison, CO 80465
720.236.2015

Deliverable Description Delivery Date

Completed These documents serve two purposes: 4 weeks following
introduction and the completed
1. Both chapters allow the editor to address any
single chapter outline.
major style issues early in your writing
(drafts) schedule.
2. The introduction chapter provides the
marketing team with additional information
regarding your topic. The introduction should
define a senior need and solution—two points
that the marketing guys can work into early
press releases and other collateral.
Note that although the editor may accept these drafts,
they are still subject to iterative editorial work and
does not constitute formal manuscript acceptance.
Completed first Final and complete manuscript (DRAFT) ready for 4 months after
draft technical review. This must include all drawings and intro and chapter
photos. milestone.
Note that in order to ensure that this is “ready for
technical review” you should have coordinated with
your editor and performed multiple reviews/updates.
See recommended editor/author schedule below.
**This must include ALL release forms and artwork.
Revisions from Author (working with editor) must resolve any 6 weeks following
Expert Review outstanding issues identified by the expert review. the completed first
draft
We typically estimate 3 weeks for the expert review
and then 2 weeks for the updates. This deadline will
usually be approximately 6 weeks following the
completed first draft.
Final revisions Author must review the final layout of the book 2 weeks following
including all text, graphics and cover (layout and text). production
The author will also perform a detailed review and submission.
edit the Index at this time. This deadline is
determined by the production schedule.

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 Conifer Books
9599 S. Turkey Creek Road
Morrison, CO 80465
720.236.2015

Get to Work!
Now that you understand the process, let’s see those book submissions. If we are already working
with you on a book, quit reading this document and get back to work!
Best regards,
The Senior Sleuth Team

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 Conifer Books
9599 S. Turkey Creek Road
Morrison, CO 80465
720.236.2015

Appendix A. Sample Author – Editor Schedule

The following example assumes that the contract was signed on January 1, 2011.

Deliverable Author and Editor Comments Delivery Date

Complete Detailed CONTRACT DELIVERABLE 01/22/2011
Outline* Includes all chapters, sections and subsections
proposed for the book. This can change through the
authoring process, but it will give the editor a chance
to familiarize himself with the topic prior to reading
your manuscript. It also helps our marketing guys
begin their topic research.
The editor may suggest changes to the outline if he
feels you are missing a major area of interest to
seniors.
Any major issues or omissions must be addresses and
the outline resubmitted within a week of the above
delivery date.
Completed CONTRACT DELIVERABLE 02/19/2011
introduction and These documents serve two purposes:
single chapter
(drafts)* 1. They allow the editor to address any major
style issues early in your writing schedule.
2. The introduction provides the marketing team
with additional information regarding your
topic. The introduction should define a senior
need and solution—two points that the
marketing guys can work into early press
releases and other collateral.
Note that although the editor may accept these drafts,
they are still subject to editorial revisions and does not
constitute formal manuscript acceptance.
Author submits Author will submit these chapters for early 03/19/2011
Chapter 1-4 consideration.
Editor return Editor will return detailed feedback on this early 03/26/2011
comments on 1-4 chapter submission.

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 Conifer Books
9599 S. Turkey Creek Road
Morrison, CO 80465
720.236.2015

Deliverable Author and Editor Comments Delivery Date

Author Author will incorporate first round of editorial To be reviewed
incorporates feedback. with later full
comments on 1-4 submission.
Chapter 5-8 Author will submit these chapters for early 04/19/2011
consideration.
Editor return Editor will return detailed feedback on this early 04/26/2011
comments on 5-8 chapter submission.
Author Author will incorporate first round of editorial To be reviewed
incorporates feedback. with later full
comments on 5-8 submission.
Chapter 9-12 Author will submit these chapters for early 05/19/2011
consideration.
Editor return Editor will return detailed feedback on this early 05/26/2011
comments on 9-12 chapter submission.
Author Author will incorporate first round of editorial To be reviewed
incorporates feedback. with later full
comments on 9-12 submission.
Author submits Author submits entire manuscript draft (prior to 06/03/2011
early completed contractual agreement).
first draft
Editor reviews Editor reviews and sends feedback to author. 06/10/2011
entire manuscript
Author updates Author updates and prepares for formal ms delivery. To be reviewed
with later full
submission.
Completed first CONTRACT DELIVERABLE 06/19/2011
draft* Final and complete manuscript (DRAFT) ready for
technical review. This must include all drawings and
photos.
Note that in order to ensure that this is “ready for
technical review” you should have coordinated with
your editor and performed multiple reviews/updates.
See recommended editor/author schedule below.
**This must include ALL release forms and artwork.

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 Conifer Books
9599 S. Turkey Creek Road
Morrison, CO 80465
720.236.2015

Deliverable Author and Editor Comments Delivery Date

Revisions from Author (working with editor) must resolve any 07/31/2011
Expert Review* outstanding issues identified by the expert review.
We typically estimate 3 weeks for the expert review
and then 2 weeks for the updates. This deadline will
usually be approximately 6 weeks following the
completed first draft.
Final revisions* CONTRACT DELIVERABLE Two weeks
following
Author must review the final layout of the book
production
including all text, graphics and cover (layout and text).
submission.
The author will also perform a detailed review and
edit the Index at this time. This deadline is
determined by the production schedule. Production
takes approximately 3 weeks.
* Contractual agreement. Must hit these dates!

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