Swan & Horn

Healthcare Publisher and Provider of Quality Publishing Services

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Advanced Member

Since 2000

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Member Since 2014


E-Publication (EPUB)

(Word file)


Print-On-Demand (POD)

(PDFs or Word file)


Conventional Print

(high-res PDFs only)

Making Books ... in the 21st century

                      Write and edit main text in Word document with minimal formatting

Compile prelims (title pages, copyright page, acknowledgements, preface, contents) and blurb (cover and promotional)

Create/formalise any interior displayed features (e.g. artwork and diagrams)

Submit text for formal editing and/or content development













Design all elements of page

Typeset main text plus displayed and graphic elements, prelims (copyright page, contents, etc.), end matter (excluding index), back cover and spine (with ISBN,

barcode and blurb, etc.)




Submit PDF of front cover to Nielsen at earliest opportunity

Design and create front cover including artwork and typography (in Word or InDesign)








Create account with POD company (e.g, Lightning Source, Lulu)

As a self-publisher, there is much satisfaction to be gained from having control over your own book – not just the cover design, size and format and price, but the production process, marketing and promotion – and establishing yourself as a publishing entity in the first place. However, there is a lot to know, and a lot of specialist skills are required. The more hands-on you are, of course, the more rewarding the experience, but most of our authors work full time and have families, so they do need help. To this end, the chart below is designed to give you a realistic insight into what is involved in the modern self-publishing process. This guide relates to the three most common pathways, showing the the sequence of tasks, broken into stages, and how some steps apply to all processes. These are:


  • Conventional print – whereby hundreds of books are printed in one go (litho/offset or digital technology)

  • Print-on-demand (POD) – whereby books are printed only in response to orders (by companies like Matador, Lulu, Authorhouse, Createspace, Lightning Source)

  • E-publishing – for Kindle and other e-pubs whereby there is no physical book and all orders are online (limited below to Word documents for the sake of simplicity)


Authors increasingly use a combination of these methods to take advantage of the best features offered by each. Some authors use all three. Swan & Horn can help you with any of them, at any stage, in isolation or wholly, and will integrate seamlessly with your overall publishing plan. Please get in touch with any questions or a summary of your aims.

Create Amazon accounts and Author Central account

Code Word manuscript for typesetting (e.g. in HTML)

Prepare artwork files for graphic setting or redrawing



Check paginated proofs (with running heads and illustrations in place) for

indisputible errors, typos and formatting mistakes only







Obtain print quotes

(colour reqs, page number, paper weight, paper size, covers, finish, binding, litho or digital printing)

Book printer and order paper stock

Check printer requirements

Preflight and package PDFs

Upload PDFs onto Google Books

and  Amazon's LookInside

Final checks of formatted file

Compile back-of-the-book index from paginated proofs and typeset into end matter

Liaise with printer on

bulk printing and binding

Allow 4 weeks

Choose long-term storage facility




Arrange bulk delivery to storage facility (e.g. warehouse or

small book distributor)

incorporating trade

order fulfilment



Supply one copy to The National Library and five copies to the Agency

for the Legal Deposit Libraries within one month of publication

Approve proofs created by

POD company

Standard book trade distribution channels and retail teleordering

via Nielsen if stock handled by

nominated distributor (can be self)




Limited distribution channels

(e.g. online retail only) if no

stock held by distributor

and no ISBN

Create Kindle Direct (KDP) account

to (set price, royalties, rights, etc.)

and/or Smashwords accounts

Format Word files according to requirements of e-platform





Consider use of PDFs for other non-flowable e-reader platforms

Supply print-quality PDFs of inners, covers and spine according to print spec

Submit front cover file and

Word file onto KDP

and other sites

Choose a name for your publishing company (not always possible with POD)

Copyright Swan & Horn 2013. Printed A3 charts available  on request for £3.00 + P&P

Revision of proofs to produce final proofs

Visit bookshops with the AI sheet, leaflets and copies of the book; arrange book launches, signings and media interviews

Send out review copies to local papers and genre-specific outlets and promotional material (e.g. postcards, bookmarks and leaflets)

Seek professional help from a publicist; a distributor who supplies to the trade via

book reps; or a major wholesaler such as Gardners

Register with Nielsen Book Data to access retail routes, to obtain publisher prefix

and ISBNs, register new title, and open PubWeb account (ideally 6 weeks before publication); need to state size and format of book, page extent (including prelims

and end matter) and publication date

Register with Bibliographic Data Services for Cataloguing In Publication (CIP)

to access library channels

Prepare an Advance Information (AI) sheet for trade wholesalers catalogues

(at least 6 months before publication)

Arrange printing of ISBN barcode (if not supplied by POD or printer)

Printing and binding carried

out on order-by-order basis

Storage not required

with demand distribution

Order small stock

for book signings

and legal deposits

Use social and digital media to enhance your internet presence, such as Twitter, Facebook, dedicated websites, webpages

(e.g. Amazon’s Author Central), webshops, podcasts, blogs, video-trailers and audio-clips. Submit press releases to local,

national and genre-specific media to tie in with locations, breaking news, public interest issues and trends