Publishing WordPress

How can I monetize my WordPress blog? Blog like money didn’t matter!
There is a viral video doing the rounds right now titled “What if Money Didn’t Matter?” I’ve added it in here for your viewing pleasure. The video talks about how we would do things differently – most specifically we would probably do more things we actually like to do and things that make us happy – if money wasn’t part of the equation.

This video relates closely to a question that keeps coming up again and again and one I keep answering over and over: How can I monetize my blog? My answer? Blog as if money didn’t matter.

Most recently it showed up on Quora and I provided the answer you see further down. But before we get to that, allow me to elaborate:

The problem with the question “How can I monetize my blog” is that in almost every case it comes from a desire to make easy money online rather than a desire to make something of value and have that something actually return value to you. We have been lead to believe the internet, and the blogosphere in particular, is a money making machine you just plug into and then magically money will start appearing out of nowhere. Just like with most other get rich quick schemes this is utter nonsense. Even so there are enough shining examples of people who have beat the odds and are raking in the dough for the rest of us to support the illusion that there is a golden goose hidden somewhere on the www we can coax into laying diamond studded platinum eggs.

Rather than asking “How can I monetize my blog?” meaning “how can I put ads on my site and then get thousands of people to click on them so I earn money?” you should be asking “How can my blog or website help me make money?”

If you think about it, a blog or website is not much different from a printed magazine or newspaper. And the reason why printed magazines and newspapers are able to make money on advertising is because their content is excellent. No sane person would pick up a magazine that was pretty much all ads and no content, so why would anyone show any interest in a blog or website that was all ads and no content? The key to making money online is to produce great content. And in most cases advertising gets in the way of that.

Yep, you heard me right: Advertising distracts from your goal.

Here’s what I answered on Quora:

How can I monetize my WordPress blog?

Earning money from a blog itself is hard because there are a lot of people out there doing it (or rather trying to do it) and the ad market is not what it once was. I’ll ask you the same question I ask my clients when they ask how to monetize their blog: What is the goal of your blog? If the blog is to put information out there, then the monetizing component should be a secondary consideration. If your goal is to make money, then I politely suggest you spend your hard earned time and money on something more likely to give you a return on your investment.

The key to earning money through your blog is to use it to promote you as a service. If you are a writer, use the blog to get people to become interested in your content and then sell your services to someone who wants you to write for them. If you are a content curator, use your blog as an example and pursue contracts from other companies that have a larger base of visitors.

The hard truth is that most of the most financially successful blogs out there are successful not because they have a good monetizing strategy but because they started out focusing on how to produce great content rather than how to earn money off that content. Of course there are exceptions. John Chow is one.

Take a step back and think about how you can turn your writing / content into a value in its own right. Ads are distracting and more often than not more work than they are worth.

Like I said, the key to making money with your blog or website is to use it to sell what you are actually selling, not advertising. A blog or website can be a great marketing tool and can land you amazing jobs doing what you love. But if focus all your attention on making the advertising on your site work, you’ll lose focus of what really matters, and you’ll get nowhere really fast.

To put it into perspective: Blog as if money didn’t matter.

And be sure to follow me on Quora where I’m answering questions on WordPress, web development and other interesting subjects every day.

My Book My Opinion Publishing

The Future of Book Publishing, Part 2: The Perils of an all-digital world

In this second part of The Future of Book Publishing series (read part one, The 10 Steps From Idea to Printed Book here) let’s take a closer look at the future; more specifically digital book publishing. We are at a crossroads in time right now. Whereas before book, magazine and newspaper publishing was a secluded realm of large corporations with massive printing facilities and distribution networks, now the internet and its myriad of connected devices has cut a big hole in that impenetrable wall and made it accessible to anyone with the ability to type. And we’re only getting started. The e-reader, in its many manifestations, has begun to make inroads into our homes and our bags and with it the written word suddenly bypasses the entire printing and publishing process that previously took so much time and money. But what does that mean for the future of book publishing, and more importantly democratic access to information?

The problem begins with content control

It may seem like the publishers have been sleeping at the wheel where the whole ebook phenomenon is concerned. Nothing could be further from the truth. Publishers have not only been aware of ebooks as an emerging technology; in many cases they have been driving it. In spite of appearances cutting out the middle man and getting a book from the author to the reader in a couple of weeks rather than a couple of months is something that would benefit the publisher as well. That is if they could control the content.

The inherent problem with ebooks and digital publishing in general is that the second the work exists in a digital format it is ripe for illegal duplication and distribution. And while music and movies have been fairly easy to duplicate ever since they started appearing on CDs and DVDs, books have, by nature, been well shielded from this problem: Scanning hundreds or even thousands of pages manually is just too much work. Not so with the ebook: Since it is by nature a text document it is very easy to copy and distribute.

To curb this problem before it becomes a problem, publishers, distributors and 3rd parties are all working furiously to come up with the perfect copy protection method. Unfortunately this has led to yet another format war with two main rivals.

ePub vs. Kindle — yet another idiotic format war

You can join the ebook revolution right now by buying your very own e-reader or e-reader app. Just be warned: Whether you choose ePub or Kindle as your preferred technology it may end up like Betamax or HD-DVD. You see, behind the scenes in the ebook universe there is a fierce battle raging — one that is hard to spot on the surface. In the western trenches you have Amazon and it’s Kindle. In the eastern trenches you have the open ePub format supported by the US Nook (Barnes & Noble), Canadian Kobo (Chapters / Indigo), Sony Reader, North American public libraries and most European book publishers.

Based on the description one would think the Kindle was already drowning in mud. But it isn’t because Amazon is too big (in North America at least). Amazon’s market share and enormous sales volume means publishers can’t ignore the Kindle. So even though they may support the ePub format, they will also make a Kindle version of the books to reach the Amazon customers. As a result Amazon has a huge advantage. In truth, if it wasn’t for the growing library of free Public Domain ePub material and the fact that library ebooks can’t be read on the Kindle I don’t think there would be a format war at all — Kindle would already have won.

As it stands North American consumers looking to buy an e-reader currently have to make a choice: Do you want access to Amazon’s seemingly limitless ebooks library and buy exclusively from Amazon or do you want to buy books from another retailer and also have access to Public Domain libraries and ebooks from the library? If you want to go with Amazon, you buy the Kindle. If you want the other option you buy one of the several e-readers on the market and cross your fingers that Amazon won’t kill it. Or you wait. Like with every other format war the only real casualty here is the consumer.

…and then there’s the issue of distribution

The past couple of years have seen the shocking decline of print media. It seems if trends continue the way they are now newspapers, magazines and even books printed on paper might be a thing of the past sooner than we expect. It could be attributed to a natural progression; spoken word becomes hand written scrolls becomes printed paper becomes e-ink; but the forces at play here are much greater and more convoluted. Let’s not dwell on the “why” just now. Instead, let’s look at the “what happens next” part.

The truly great thing about the printed word, and the reason it was so revolutionary, was low cost and easy distribution. You can buy a book for under $10, read it as many times as you like and give it to someone else to read. If the book is lucky it may change hands hundreds of times and be read by all sorts of people. This is the very nature of the book — you can share it and it lasts forever.

But what happens when the book goes digital? Yes, the book – or file — itself will remain cheap, but accessing the book is no longer as easy. To read a printed book all you need is a light source. To read an ebook you require a device on which to display the book and electricity. It’s a whole new level of technological sophistication, and one that is not readily available to the majority of people living on this planet.

It has been said that the internet is the true democratization of information. But it has also cut a big chasm in society between those that have access and those that don’t. And with the ebook that chasm will grow larger.

Is the ebook a threat to the democratization of information?

Right now I can go to a book store, buy a book on any topic I please, put it in an envelope and send it to a friend anywhere in the world. The recipient, even if she lives in a place with no artificial light, no power and no computerized devices of any sort, can read the book and retrieve the information therein. If the book were not available in print but only in a digital format, my friend would never be able to read it.

“But that’s not going to be a problem” you might say. “The publishers will still print books for less technologically advanced regions, and in time the technology will become ubiquitous.” That last part may be true, in 50 — 100 years, but the first part not so much. Consider this: You are a publisher of books. One day you realize you can cut costs by 80% and increase your earnings at the same time by cutting the print department all together and just push everything out digitally. Why on earth would you not do this? That day is coming my friends.

The key question here is who cares about who reads the book? An author always wants her work to reach as many eyes as possible, but for the publisher it’s all about profit. In other words, a publisher may easily argue that if moving to ebooks and scrapping print means a loss in readership it is more or less irrelevant if the bottom line keeps moving up. Of course this will vary depending on the publisher and its mandate, but it’s a fairly obvious conclusion and one that will sound solid for shareholders and investors.

The problem is the second a book is released in digital-only, the reader base is reduced substantially, not just in numbers but also socio-economically and geographically. So even though it may be good for the bottom line, and it pushes the evolution of the printed word forward, in the process it is leaving a lot of people in the digital dust. In the end it becomes a question for the author: Do I care who reads my book? And if so, do I care if my book will be available for people who can’t access a digital version?

Ebooks for the wealthy, print-to-order for the rest?

Let’s perform a simple thought experiment here (we philosophers love thought experiments): Let’s assume that 10 years from now all major publishers have abandoned print altogether in place of ebooks and that smaller publishers are being edged out of the market due to ever increasing printing overhead costs. We are now in a satiation where if you don’t have the means to acquire a device that can read an ebook and you are not connected to the internet, you will have a hard time accessing new written materials.

In this imagined world a new type of service would likely emerge: That of licenced print-to-order businesses. You’ll already find the prototype of this industry at universities around the world. There either the university itself or the students have set up Copy Co-ops that reproduce compendiums of out-of-print books and selected articles that have been licenced to them. Without this service much of the required reading materials would be inaccessible to the students either due to availability or price. In this imagined world a larger version of the Copy Co-op would likely emerge from which the non-connected, non-e-reader carrying populace could order and get printed hardcopies of their chosen books.

The question here is how expensive will this be, will it even be allowed by publishers and also just importantly what happens to censorship. We already know several countries, including the United States of America, censor the availability and distribution of books that are deemed undesirable, be it for religious, ethical or political reasons (Catcher In The Rye is but one mindboggling example). In this imagined world such censorship would likely become more prevalent as the Copy Co-ops could be punished by having their licences revoked if they reproduced “undesirable” materials. I shudder at the thought.

Ebooks — status quo

What’s outlined above is speculation on my part. But the questions posed, and the scenarios outlined are important aspects of this discussion and shed a different light on the discussion. True, ebooks are revolutionizing the publishing and distribution process and making the written word accessible in new and exciting ways. But they also carry with them serious problems that are being overlooked or brushed under the carpet by publishers and fans alike. It is in times of rapid change we have to take a step back and look at the wider ramifications of our actions so we can see not only the shiny new future but also what happens in the shadowlands.

10 Steps from Idea to Printed Book

My Book My Opinion Publishing

The Future of Book Publishing, Part 1: 10 Steps from Idea to Printed Book

As I wrap up the editing of the 3rd edition of my Expression Web book I figured it’s time to pipe in on the raging debate over the future of book publishing. Much has been written on the topic as of late and points both good and bad have been presented. In this three-part series I will present my views on the topic, part one focusing on how a book gets from idea to print and part two looking at distribution models, present and future and the problems with an all-digital publishing model.

From my mind to your hands in 10 steps – the complex world of book publishing

If you’ve ever waited for a book to be published – the last link in a fictional series, an updated version for a new generation of software, the latest work of your all-time-favourite author – you have surely wondered why it takes so long for books to hit the shelves in your local book store or on I know I did. This is largely because the world of book publishing is shrouded in mystery – or rather lack of information. To be honest it’s not all that interesting so it’s no wonder the many steps of book publishing are not common knowledge. But understanding how a book gets from the author’s mind to a printed work in your hands will give you not only a new appreciation for the work that goes into publishing a book but also a good foundation for understanding the complexities of the current debate over the future of book publishing and publishing in general.

Any serious author knows that without editors their work is unfinished and unpublishable.

To give you a first-hand look at what it takes to get a book out of the author’s head and onto a printed page I’ll walk you through my own experience in publishing Sams Teach Yourself Microsoft Expression Web in 24 Hours.

Step 1: Author Acquisition (time unknown)

For a publisher to release a book it first needs an author. Self-evident for sure, but none the less important. The task of finding an author is usually done by an Acquisitions Editor. There are many ways of the publisher and the author to connect; the publisher can go out looking for an expert on a particular topic (which is what happened in my case); an author can approach the publisher with a book proposal; a literary agent can approach the publisher with a new author either looking for a project or with a project in hand. Once initial contact is made the publisher will do an extensive review and vetting of the author to ensure that a) she is actually an expert and knows what she is talking about and b) she knows how to communicate her knowledge in a good way and how to write good copy. This might mean reading past works, requesting sample work or interviewing the author.

Step 2: Project Approval (1 – 2 weeks)

Once the author has been thoroughly vetted and the Acquisitions Editor is satisfied the author will deliver, the process of actually getting a book project off the ground and a publishing agreement in place can begin. This is a multi-step process with checks and balances built in to ensure that the book proposed actually will make money.

In my case the first step was to fill out a basic form with a description of the proposed book, the topic matter, target audience, projected sales, competing published works and information about myself. This form was passed to a decision making body where the Acquisitions Editor presents the book and hopes for a thumbs up.

Step 3: Table Of Contents (TOC) (1 – 3 weeks)

Once the overall outline of the book has been approved, a Table Of Content (TOC) is written further specifying how the book will be organized and what it will cover. The TOC has chapter titles as well as bullet lists under each chapter describing in detail what will be covered.

The TOC is passed around internally in the publishing company to ensure it complies with their standards and, once approved, passed to other industry experts for questions, comments and suggestions. The commenter is asked questions like “Does the outline cover the relevant topics?”, “What is the target audience for the proposal?” and “Would you buy or recommend this book?”. Depending on the feedback the TOC might get passed back to the author to be reworked in which case the process starts over.

Step 4: Publishing Contract (1 – 2 weeks)

Once the TOC has been vetted and approved by all the right people it’s time to start talking contract. The publisher will propose a standard contract containing project scope, milestones, deadlines, estimated publishing date and royalties. This is a rather complicated process, especially for new authors, because milestones, deadlines and publishing dates have to be set and adhered to before the project is even started. Then there is the discussion of what kind of royalties should be paid out, how much of an advance the author wants and whether or not there should be a stipend attached to the project. This all depends on the projected success of the book and how famous and important the author is. And if there is a literary agent involved, the process can get even trickier because the agent will want her say as well.

Step 5: Writing the first draft (1 – 2 months)

With contracts signed and everything in order, the actual writing can start. At this point the author starts working on a very strict deadline. The publisher will expect percentages of the draft delivered at certain times. Depending on the type and length of book the deadline can span from a month to three months for 100%. More importantly there are strict milestones for 25%, 50%, 75% and 100%, usually with a monetary compensation at each point.

While writing, the author will at first feel like she is working in a complete vacuum. As she finishes her chapter and hands them in they are passed on to a series of editors (step 6) and while they are working the feedback is pretty much non-existent. In most cases the author will churn out 50% or more of the draft before the first edits start coming back.

Step 6: First Author Review (AR) (1 month – partially overlaps with step 5)

This is where things get serious. While working on the latter half of the first draft, edits will start coming back from the publisher with comments. There are at least three different editors involved at this point:

  • Tech editor – responsible for making sure everything is correct and all the examples make sense and work properly
  • Development editor – responsible for making sure the content is in accordance with guidelines for the book and or series
  • Language / Copy editor – responsible for making sure the language is publishable (ie the person that rewrites every sentence)

Each of these editors will make alterations to the text and leave comments and questions to each other and to the author. Each of these edits, comments and questions must be answered by the author to ensure the consistency of the book and that everything is still understandable. At the same time the author is expected to make her own edits to the text and move things around if need be. This process is extremely complicated because with so many different people editing the same document it can be hard to grasp what the finished text will look like. It is further complicated by the fact that the edits have a very tight deadline that falls within the deadline to finish the rest of the book. So while the author is writing the last part of the book she also has to start going through the first part with a fine toothed comb to make sure everything is correct. She may also have to do rewrites of paragraphs or even whole sections at this point so in effect she will be writing two separate parts of the book at the same time.

The first author review is the time to make major edits and changes to the text. Once the author review is completed the chapters are returned for more editing.

Step 7: Second Author Review (2 – 5 weeks)

3 – 4 weeks after the author review chapters were submitted, the second round of AR kicks in. This time the author receives PDF versions of the reviewed chapters with figures, headings and layouts included. These chapters will already have been passed through the same gauntlet of editors so they are again full of comments, questions and alterations that have to be answered by the author. This time around any edits should be minor as the book is being laid out and major changes will impact all the following pages. Edits here usually consist of font changes, typographical corrections and figure replacements.

Second author review is also where the Index and Front Matter (intro, acknowledgements etc) are introduced and must be edited.

This second author review might overlap with the first author review.

Step 8: Cover and publicity copy approval

In the midst of all this other stuff the author will receive two documents for approval: The cover and the publicity copy. These must be approved of by the author as well as the editors, all of which have to give them the go-ahead.

Step 9: Printing (6 – 8 weeks)

Once all the above steps are completed, the book is considered to be complete and is passed on to printing and distribution. This will usually take 6 – 8 weeks meaning if everything is done and wrapped up by the author in mid-August, the first run of books will hit shelves in mid-October.

When the book is printed the author will receive two shipments: Complimentary copies of the printed books and an unbound copy for future edits. The author now has a chance to make minute changes to the book in preparation for the second round of printing (if there is one) right in the pages of the unbound copy and send it back to the publisher.

Step 10: Digital and Online Publishing (varies)

By the time the book hits shelves it has in reality been done for 6 – 8 weeks. Meanwhile it could be published in digital format, either through an online subscription service like or through a 3rd party distributor like Amazon Kindle. Whether and when this happens is entirely up to the publisher. The digital and online versions of the book are usually identical to the printed version except they are in colour (the book may be printed in black and white only).

Time from inception to the reader’s hands: 6 months or thereabouts

This is of course assuming that the book was started from scratch and that the author took a full 2 months to complete it. Seasoned authors, or authors revising earlier works, tend to take a shorter time which would cut the time down by up to 5 weeks.

The necessity of complexity

Seeing this list, and realizing just how long it takes to get a book out there for people to read it’s easy to think this process is unnecessarily complex. And judging from the current debate it’s obvious a lot of people, including some prominent authors, are of the opinion that most of the steps above are unnecessary time sucks. They could not be more wrong.

The steps above are there for two reasons: To protect the investment of the publisher and to ensure that the reader gets a quality product. One could say the first one is irrelevant to the author and the reader but the reality is they go hand in hand: A bad book will not be read and as a result the publisher suffers economically. So it’s in the publisher’s best interest to publish top quality books. And that in turn benefits the reader. To abolish the steps in an effort to push the content out faster would likely increase production, but it would also result in a dramatic decline in quality.

The not often talked about reality of publishing, whether it be in the form of essays, scientific papers, newspaper articles or books is that what the author originally produces and what reaches the readers are two entirely different products. All the vetting, editing and re-editing steps are in place because no matter how good the author is, she will not ever produce a perfect work. And she is always the worst judge of her own material. Any serious author knows that without editors their work is unfinished and unpublishable.

Taking this into account there really is only one step from the 10 point list above that can be removed to make things more effective: Step 9: Printing. But this strategy has serious consequences both in how the material is distributed and how it is consumed. These issues will be the basis of the second half of this series, to be published shortly.