From manuscript to published book: with Penguin's Robert Sessions

As a kid, I diligently posted my Christmas wish list to Santa every January (before he had time to figure out I wasn't always nice).

But whenever I slipped my glitter-smothered envelope into the big red box, I couldn't help wondering where it went and how my words never failed to materialise as my chosen gift under the sparkly tree 11 months later.

"What if the reindeer loses the mailbag over the side of the sleigh on the way to the North Pole?" I whined to my mum. "Who actually reads the mail and decides if I am naughty or nice: trainee Elves or Santa himself?" "If they are having a bad day, does my request get the flick?"

Similar concerns grip the nerves of aspiring authors when they slip their manuscript - their labour of love - into the post box at the end of their street: "Will it get there?" "Who is deciding my book's fate?" "If someone does like it, what happens next?"

Keen to get answers, I posed some questions to Robert Sessions, Penguin Australia's Director of Publishing, who provided these very articulate and informative responses.

1. When a manuscript is read and liked by a commissioning editor or a publisher at Penguin, what happens next?

It is almost certainly read by at least one other editor and then by someone in Penguin’s sales or marketing team. If all that is positive, the book will then go to an acquisitions meeting, attended by a group of senior executives, all of whom will have read at least some of the material on offer. The loudest voice will be the publisher who introduced the project, but it would be rare (but not unknown) for a book to be acquired without the agreement of the sales and marketing directors. A decision is made to either offer for publication or not, and if so the level of acquisition is set (based on an estimated sales profile), which results in the acquiring of certain rights, a level of advance (a ‘guarantee’ in dollars) and a rate of royalty to be paid on each copy sold. A publishing contract is signed, and when enough royalties have been earned to cover the advance paid, the author will start to earn additional income from sales.

2. Are contracts fairly standard, or do they vary for all authors?

A publishing contract is a fairly standard agreement and needs to cover: the rights licensed (including territories and such things as digital rights, film rights and foreign rights), the advance to be paid by the publisher (how much, when and how), and the rates of royalties to be paid on various kinds of sales. It also sets out the legal responsibilities of the publisher and the copyright owner (who is called ‘the proprietor’). The more successful an author is the more ‘negotiating’ they are able to do, but the vast majority of contracts are very similar to each other.

3. How extensive is the editing process and how much control does the writer have over their intellectual property and cover pages?

This is one of those questions! It would be rare for a manuscript to receive no editing at all, but when it comes to extensive editing, that becomes a matter between the author and the editor. In all cases, it is the author’s book, and a good editor will make changes by persuasion and argument (if necessary) rather than by using a heavy blue pencil.

4. What can an author expect in a typical marketing campaign?

Whilst much will depend on the perceived market for a book, every book published by Penguin receives individual marketing attention, and a publicist who will be attached to that book and author during the publication process. The publicist’s task will be to gain maximum exposure for the book and the author: in print, with reviews, and by appearance where appropriate on radio, television and in the print media. Once the publication date has been set, an author is likely to be required for around two weeks for a series of interviews. A launch may or may not be arranged. Generally we do not believe they help sell books as much as, say, a radio appearance. The online world is increasingly important: Penguin has an award-winning website, and utilises Facebook, Twitter and online sales and promotion. We even have a full-time social networks editor these days!

For more information about Pamela Wilson or WriteSmart, log on to http://www.writesmart.com.au/