Jay Nelson's Guide to Self Publishing

iStockphoto/Franck Boston S e P t u J o b a

t l l y h i s

e h f N

i i n P e a g - l d

s Y

P o a o n u n d r ‘

s e O W u B G t h o i t e o h r k o

b D s u

i t a u g

n P i t d r a o l

M g D i i r a e a d s g m v i a c m z e i h i s n n

e — e g s ! i

n t g o What’s in This Guide This guide is intended to help self-publishers of magazines, journals, newsletters, books and other publications understand the current Digital Publishing landscape. It explains the most popular formats currently in use for digital publications, provides some advice about how to convert or create those publications, and gives a breakdown of their costs. It also describes several ways to distribute and market your digital publications.

While it does mention a number of content creation tools, it focuses prima rily on using QuarkXPress to create digital publications in EPUB format and to publish iPad apps. At the end is a brief list of additional resources and a glossary of terms.

This guide is not intended to teach you how to write, edit, or speciﬁcally for mat your publications. It does not include every way to promote or mar ket your publications. For that, you may want to explore some of the items in the Further Resources section near the end.

About the Author User magazines and speaks at Jay Nelson is the editor and industry events. Jay was also publisher of Design Tools Monthy involved in and the editorial director of publishing PlanetQuark.com. He’s also several books, the author of the QuarkXPress 8 one of which and QuarkXPress 7 training titles received a at Lynda.com, as well as the “Benjamin training videos Quark includes Franklin” in the box with QuarkXPress 7. award for In addition, Jay writes regularly layout and for Macworld and Photoshop design.

2 | JAY NELSON’S GUIDE TO SELF-PUBLISHING Table of Contents

Overview 4 Print Publishing vs. Digital Publishing 7 iPad, eBook, EPUB, or…? 8 Marketing Your Digital Publications 11 Converting Existing Print Publications 12 Creating Digital Publications From Scratch 14 Tools to Create Digital Publications 15 eBook Publishing 17 How Do I Sell My eBook? 19 Basic Rules for eBook design 22 How to Create eBooks with QuarkXPress 24 Costs and Margins for eBook publishing 26 iPad Publishing 28 Before you get started 30 App Studio Step-by-Step 33 Understanding App Studio Factory and Templates 36 Costs and margins for iPad publishing 39 We Are The Future 41 Further Resources 42 Glossary 44

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 3 OvERvIEW Overview

Step One: Relax! It may seem that all the big publishers are converting their publications to digital. Some of your friends may already be publishing in digital format, so you may feel an urgency to get your publication into a digital format as soon as possible. You may also feel impossibly challenged by everything related to this new medium — hey, join the club! This is an entirely new world of publishing, and nobody knows the “best” way to do it because we’re making it up right now!

Today’s situation is much like “desktop publishing” in the late 1980s, or cre ating websites in the late 1990s. The tools are evolving, the workflow is evolving, and even the intended result is evolving. So relax and simply absorb as much as you can, knowing that whatever you learn today will be helpful in the years to come.

Step Two: Get Excited! You may be generally aware that Digital Publishing is taking off in a big way, and that mobile devices are quickly becoming a preferred way of reading books and other publications — and you would be right! In fact, here’s the numbers showing just how right you are.

4 | JAY NELSON’S GUIDE TO SELF-PUBLISHING OvERvIEW

In 2011 alone, it is projected that people will buy:

■ 450 million smartphones

■ 366 million desktop computers

■ 62.7 million media tablets (38.9 million iPads and 23.8 million of other brands)

■ 20 million dedicated e-ink readers (Kindle, Nook, etc.) (Data sources: RBC Capital Markets, Gartner, Barclay Capital)

Unless you have no pulse, these numbers are going to get you excited about publishing — or re-publishing — your content for digital devices.

Adoption of digital devices in 2011 iPads dominate tablet sales

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 5 OvERvIEW

Step Three: Get Going! Right now is the perfect time for self publishers, small publishers and even hobby publishers to get their publications into a digital format that can reach a far broader audience than previously possible through traditional print publishing.

Today we’re participating in the second generation of the democratisation of publishing. The first was in the 1980s when Apple introduced the LaserWriter, making it possible for anyone to publish their work without owning a printing press. However, publications were still tied to paper, with all the costs and limitations inherent in printed publications — consum ables, inventory and limited marketing and delivery options.

With digital publishing, the obstacles to small publishers have all but been removed. The tools are inexpensive and easily available, there is no cost for consumables or inventory, and “shelf space” in digital bookstores is inﬁnite. In fact, the cost and risks are so low, many authors are re-publishing their out-of-print titles and generating signiﬁcant income from them!

How’s your pulse doing now?

6 | JAY NELSON’S GUIDE TO SELF-PUBLISHING PRInT PUBlISHInG vS. DIGITAl PUBlISHInG Print Publishing vs. Digital Publishing

You may be thinking: “Great. There may be a goldmine in the sky for my publications, but I barely understand the requirements of making a printed publication, let alone a digital publication. It must be consider ably more difﬁcult.”

Well, not really. The technical considerations of Digital Publishing can be as simple or as complex as Print Publishing — but instead of being concerned with image formats, colour proﬁles, page count, binding options, and so forth, you’ll need to pay attention to device (reader) limitations, audio and video formats, user interface conventions, and consistently applying the log - ical connections between headlines, stories, images or videos, and captions.

In Print Publishing, a printed piece can be as simple as black ink on white paper, or you can use a variety of special treatments such as varnishes, foils, embossing, die cutting, or even lenticular art and scented inks! The situation is quite similar in Digital Publishing — your book can be as simple as a long series of paragraphs with some inline images, or it can be highly formatted, with interactive media and live content from the Web!

In print, an image box can only contain an image, but in an advanced eBook or iPad app, the box may contain a slide show of multiple images, a video, an audio ﬁle, an animation, or even live content from the Web!

In print, a page may contain only as much text as can be printed on the page. But in an iPad app, a text box may contain text of any length, or even entirely different layouts — in that case, the content scrolls as the reader reads it. For a magazine, this means that an article that would require multiple pages in print can ﬁt onto one digital page.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 7 iPAD, eBOOk, EPUB, OR...? iPad, eBook, EPUB, or…?

The options for Digital Publishing are evolving, but for now there are three options, in order of increasing richness of content: EPUB, eBook, and apps.

EPUB is currently the most limited in terms of layout, but is the easiest to produce and has the broadest acceptance. It’s perfect for publications that have a simple, one-column layout, where illustrations ﬂow within the text. If all you want to deliver is a Table of Contents and a long column of user- resizable text with inline pictures, EPUB will do nicely. Your readers will be able to use EPUB’s “Reﬂow” view to adjust the size and style of the text to make it easier for them to read. (The upcoming EPUB 3 standard is more robust: see Glossary at the end of this book.)

EPUB also has the advantage of being an open format that isn’t controlled by any one company. There are many ways to read an EPUB document, including dozens of handheld devices, smartphones, applications for desk - top computers and laptops, Barnes & Noble’s NOOK, and Apple’s iBook reader for iPad, iPhone and other iOS devices. Notably, Amazon’s Kindle does NOT read the EPUB format (but EPUB ﬁles can be converted to Kindle’s format).

8 | JAY NELSON’S GUIDE TO SELF-PUBLISHING iPAD, eBOOk, EPUB, OR...? eBook is a general term that includes not only EPUB, but also various proprietary formats that allow you to include multimedia (audio, video, slideshows, HTML, etc.), rich layouts, and interactivity. Blio, from K-NFB Reading Technology, is one example, as is Adobe’s Digital Editions. These formats can be especially useful for animated children’s books and other media-rich books, but they can also be created as iPad apps (see below). Blio readers are currently available for Windows computers, Android devices, and iOS devices (iPad, iPhone and iPod Touch). A desktop reader for Mac OS X is in development. Adobe’s Digital Editions reader is available for Mac, Windows and Android, but not iOS devices.

Apps for devices such as the iPad and Android tablets are the most ﬂexible option, with the most advanced features. You have complete control over the appearance of the book or magazine, as well as the user’s experience. However, producing an interactive book requires quite a bit more work than the other two options. And of course they’re specific to one device operating system. Because Apple’s iPad currently has the largest share of the market, we’re going to focus this eBook on the iPad.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 9 iPAD, eBOOk, EPUB, OR...?

Here’s a chart that puts the options into perspective:

Media Type Blio eBook ePUB e-book App Studio app and issues

Description A ﬂexible proprietary A standard, A ﬂexible proprietary format with a Blio- book -centric format format with a branded reader supported by many customisable, readers brandable reader

Best for Books and Books Corporate and magazines magazines

Reader Blio eReader Kindle, Nook, Branded reader Google, Apple iBooks (customisable)

Platforms Multiple desktop Multiple iPad and digital platforms

layout From QuarkXPress Built into reader From QuarkXPress application

Content Text, pictures, video, Text and pictures Text, pictures, video, slideshows, HTML, slideshows, HTML, interactivity interactivity and more

Distribution Distributed by Third-party Apple App Store Baker & Taylor through their bookstore only

Available for QuarkXPress 9.0 QuarkXPress 9.0 QuarkXPress 9.1 QuarkXPress? and later and later and later

Cost No cost for authoring No cost for authoring; Varies depending on and publishing in distribution number of issues you bookstore arrange ment varies want to sell by distrib utor

10 | JAY NELSON’S GUIDE TO SELF-PUBLISHING MARkETInG YOUR DIGITAl PUBlICATIOnS Marketing Your Digital Publications

Methods of delivering a Digital Publication are conceptually similar to a printed book, but in some ways quite different. You can either sign up with a distributor who takes a cut of your sale, or sell your publication yourself (self-publishing).

The advantage to having a distributor is that they may help you reach a broader audience, and they may make it easier for your customers to purchase your book. (Distributors such as Apple, Amazon, and Barnes and Noble allow customers to purchase a publication with one click — the payment is instantly made and the product is delivered immediately.)

Distributors can also help with assigning ISBN numbers to your publications, keeping track of sales, and enforcing copy protection (also known as DRM, or Digital Rights Management). In return, a distributor may take 30% to 50% of the purchase price.

You can (and should) sign up with multiple distributors — there is no cost, except for your time to manage your relationships with the distributors. You can also pay an “aggregator” a small fee to provide your book to all the appropriate distributors. More on that later.

The advantage to self-publishing is that you get to keep all, or almost all, of the purchase price. But just like in Print Publishing, you’re responsible for every aspect of its production and distribution. Unless you already have a huge following of readers, you’ll want to make use of the distributors.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 11 COnvERTInG EXISTInG PRInT PUBlICATIOnS Converting Existing Print Publications

Almost any publication created in the last 20 years exists in digital format, but its content must be adjusted and converted for Digital Publishing. Text needs to be tagged so that eReaders understand its structure. Pictures must be converted to appropriate sizes and formats. In the case of advanced eBooks and iPad apps, the existing page size must be changed to match these new devices, page elements must be repositioned, and you’ll want to include additional multimedia and interactive features.

Fortunately for QuarkXPress users, millions of books and other publications are already in QuarkXPress format. Others can be fairly easily converted to QuarkXPress format, either by importing their text and graphics, or by using a conversion utility.

Also fortunate for QuarkXPress users is that Quark has provided special new tools in QuarkXPress 9.1 to handle the heavy lifting — you can map existing style sheets to the text tags required by eReaders, quickly connect text boxes to create logical text chains, and intelligently break linked text boxes that need to be separated. Powerful new tools have been added to edit and automatically format long text stories. These are all features that existing QuarkXPress users will ﬁnd easy to master.

12 | JAY NELSON’S GUIDE TO SELF-PUBLISHING COnvERTInG EXISTInG PRInT PUBlICATIOnS

And if you’re adding interactivity and multimedia, tools for that are also easy to master. Just attach your new media to a box on the page and indicate how you would like it to behave. QuarkXPress handles all the pro gramming for you when you export your publication.

If You Don’t Have the Digital Files: If you only have a printed copy of your book, you’ll need to have it converted to editable text and images. One service is Blue leaf Book Scanning , which uses optical character recognition (OCR) to convert your book back into digital form. For around $25.00, they will scan your printed book and send it to you as a Microsoft Word file. But be aware: the Word file they send you will still require signifi cant proofing, editing and reformatting. For more info: http://www.blueleaf-book-scanning.com/book_scanning_service_order.html

Another service is 1dollarscan , which will scan 100 pages of a book for $1.00. They do not return your printed book. As with all services that use OCR, you will need to carefully proof, edit and reformat the text. For more info: http://1dollarscan.com

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 13 CREATInG DIGITAl PUBlICATIOnS FROM SCRATCH Creating Digital Publications From Scratch

In the best of all worlds, you could create a publication for print AND digital publishing at the same time, with little extra work. In the real world, most tools make that very difﬁcult. One exception is QuarkXPress, which provides straightforward tools to easily convert an existing Print document to Digital, or to design for all media at the same time.

How does QuarkXPress help you design for multiple media at the same time? Quark’s unique Shared Content technology lets you share items among multiple kinds of layouts, which increases efﬁciency and maintains consistency. Essentially, Shared Content lets you change one instance any where, and all the other instances change as well. This can be anything from a single graphic to an entire story or layout, used in multiple Print lay outs, Interactive layouts, or App Studio (Digital Publication) layouts. In a way, it’s like tapping into a third dimension from a 2D layout.

Smart publishers think about future formats, which will undoubtedly have different dimensions and capabilities. Even now, digital readers such as the iPad have Vertical and Horizontal modes, and creating both orientations is dramatically simpliﬁed by the use of Shared Content in QuarkXPress.

Using any other tool to create an eBook would require you to repeat most of the layout process when you want to publish to other Digital Publication formats — current or future. With QuarkXPress, you’ll make a few adjustments and simply export to the new format. Quark built QuarkXPress to anticipate future digital formats!

14 | JAY NELSON’S GUIDE TO SELF-PUBLISHING TOOlS TO CREATE DIGITAl PUBlICATIOnS Tools to Create Digital Publications

The tools for creating a Digital Publication are similar to those we use for Print Publishing and website publishing, with many of the same advantages and drawbacks. The tools range from basic word processors or page layout tools to QuarkXPress — generally speaking, the more you pay for the tool, the greater its capabilities and the more time you’ll save.

EPUB: Down and Dirty Using Microsoft Word to create an EPUB ﬁle requires a sequence of tasks that in my opinion no civilised human should have to endure. It involves exporting your document to HTML format, and then uploading it to a web site that specialises in converting Word’s HTML to EPUB, or using the free utility Calibre ( http://calibre-ebook.com ) to convert the HTML to EPUB. The results vary from awful to almost-OK. No matter what, plan to spend signiﬁcant time cleaning up the result.

Some eBook aggregators also provide services to convert a Word document to EPUB format, with varying levels of success.

AnyBizSoft’s EPUB Builder for Windows is a free tool that will convert a pdf to a variety of other formats including an EPUB document. http://www.anypdftools.com/pdf-converter-win-landing.html For a tool that lets Mac users combine text and graphics to generate an EPUB document try the PDF to ePub Converter for Mac . http://www.pdf-converter-mac.net/pdf-to-epub/

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 15 TOOlS TO CREATE DIGITAl PUBlICATIOnS

EPUB: A Bit More Elegance Apple’s Pages application is a $20 word processor with basic page layout tools, but it can output in EPUB format as well. http://www.apple.com/iwork/pages/

iStudio Publisher for Mac ($18) is more advanced than Pages, and also exports in EPUB format. http://www.istudio.co/istudio-publisher/

Professional Tools for EPUB and iPad apps QuarkXPress is the gold standard for creating universally acceptable EPUB documents and feature-rich tablet apps. Quark anticipated the Digital Publishing boom, and has been building technology into QuarkXPress for many years that simplifies and enhances your experience in creating an EPUB or tablet app. Research has shown that for most publishers, the time saved in using QuarkXPress far outweighs its price — even when compared with its professional competition.

In addition, there is another valuable benefit to using QuarkXPress to reformat your book for EPUB: your ﬁnal QuarkXPress document can be used as-is to generate a book for print or print-on-demand, since it is already in a press-ready format!

Since there are millions of books and other publications already in QuarkXPress format, it makes perfect sense to use QuarkXPress when converting those to Digital Publications.

Adobe InDesign is also an option for major publishers, but may not be best suited for small or self-publishers. Adobe has been adjusting their price structures for tablet publishing, but right now their solution costs far more than using QuarkXPress.

16 | JAY NELSON’S GUIDE TO SELF-PUBLISHING eBOOk PUBlISHInG eBook Publishing

Formats and Devices As I mentioned above, EPUB is the most popular open standard format for eBooks, and it allows DRM (digital rights management). It is also the format used by all the major retailers EXCEPT Amazon’s Kindle. EPUB’s reflowable content ensures that text is displayed optimally on each eReader or smartphone. EPUB is also the most limited format in terms of layout and appearance.

At the other end of the spectrum are apps for iPad and Android , which may be formatted and enhanced in almost any conceivable way.

In-between are proprietary formats that allow additional media and layout control (see below).

But first, you may ask: “ What about PDF? My book has already been exported to PDF format, so can’t I just distribute that?” There are several reasons why PDF isn’t the best format for eBooks. The main reason not to use PDF is that it doesn’t provide a comfortable reading experience on a digital device — customers don’t like it. Unlike EPUB, the reader cannot increase the size of the text, and reading a story that jumps from page to page is difficult and annoying. Also, any copy protection is easily defeated. On the other hand, if you want your customers to print your book and read the printed copy, PDF is a perfectly fine option, and an easy one to produce from an existing digital file.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 17 eBOOk PUBlISHInG

now back to those proprietary formats:

Adobe Digital Editions is a proprietary eBook format from Adobe, as well as a free eBook reader and organiser for Mac OS X and Windows computers, and for the Sony Reader. It supports PDF/A and EPUB docu ments, offers optional proprietary DRM, and allows inclusion of Flash-based multimedia content in an eBook. Because of its use of Flash, it is not supported on Apple iOS devices such as the iPad or iPhone. However, it is supported by dozens of other devices, including Barnes & Noble’s Nook.

For more information, see http://www.adobe.com/products/digitaleditions

Blio is a fabulous format that is perfectly suited for textbooks, children’s books, and other books that can make use of advanced multimedia and interactivity. QuarkXPress can create books in Blio format, which may then be distributed by Baker & Taylor, the world’s largest distributor of books in either digital or printed format. There are no costs to you, other than using QuarkXPress to create the book. For more information, see http://www.blio.com .

Amazon’s kindle uses a variant of the Mobipocket (.mobi) format. There are free online tools to convert EPUB format to Mobi format, which you can then upload to Amazon. Amazon will then convert the Mobi file to their Kindle (.azw) format. One advantage to the Mobi format is that it allows users to add a blank page at any point in the text for notes, bookmarks, cor rections, and drawings.

18 | JAY NELSON’S GUIDE TO SELF-PUBLISHING HOW DO I SEll MY eBOOk? How Do I Sell My eBook?

Once your eBook is complete, you can either sell it from your own website, or use an eBook store such as Amazon.com, Barnes & Noble, or Apple’s iBookstore. Each store requires that you set up an account and follow their rules when providing your eBook to them.

Aggregators If you want to provide your eBook to multiple online retailers, there are sev eral aggregators who can manage the retailer relationships, the account ing, and some of the publishing details for you.

One example is BookBaby , which provides eBooks from independent authors to digital retailers such as the Apple iBookstore, the Nook store at Barnes & Noble.com, Sony’s Reader Store, and the Kindle store at Amazon.com — in all available regions and territories. BookBaby charges $149 to process your EPUB ﬁle and supply it to those distributors. They then give you 100% of your book royalties from each distributor (royalties vary by distributor: currently, Apple and Amazon give you 70% of the sales price, while Barnes & Noble and Sony give you 50%). You retain full control over ownership, pricing and choice of distribution channels. http://www.bookbaby.com

Another popular aggregator is Smashwords . You upload a Microsoft Word document and Smashwords converts it into multiple DRM-free eBook for mats. You receive 60% of the book royalties provided by each distributor, or 85% of the proceeds if the book is purchased from Smashwords. Again, you retain full control over ownership, pricing and distribution channels. http://www.smashwords.com

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 19 HOW DO I SEll MY eBOOk?

Copyright It's a common myth that registration or another action is required in order to secure copyright. In the UK, where the modern concept of copyright originated back in 1710, and most parts of the world, so long as you have created and ﬁxed a piece of work that qualiﬁes for copyright protection, you will have copyright protection automatically. That said, there are definite advantages to registration such as establishing a public record of your copyright claim. There are various ways to do this, for example lodging your work with a bank or solicitor. You can also register your book with services such as www.copyrightservice.co.uk who currently charge £39.00 for 5 years.

ISBn (International Standard Book number) All commercial publications require a unique ISBN, available in the United States exclusively from a company named Bowker, who has a website called https://www.myidentiﬁers.com/ . There are two packages available: you can buy one ISBN number for $125, or you can buy a 10-pack of ISBN numbers for $250. If you think you’ll be publishing more than one book, or even a single book in more than one format, it makes sense to get the 10-pack.

Aggregators may also offer to supply an ISBN for you, either for free or for a nominal cost. Just remember that if they provide the ISBN, they are the owners of that ISBN and could conceivably refuse to sell your book. This isn’t likely, but it is possible. If that happens, you can issue a new version of your book and use a different ISBN. The choice is yours.

20 | JAY NELSON’S GUIDE TO SELF-PUBLISHING HOW DO I SEll MY eBOOk?

DRM (Digital Rights Management) Depending on how you see your book being used, you may want to protect it with a DRM system that restricts who can read your book. Or maybe you don’t care if people share your book. Again, the choice is yours. Online bookstores from Apple, Amazon and Barnes & Noble will apply DRM to your book by default.

If you distribute your eBook yourself, there aren’t many ways to protect it from being shared. An approach that some self-publishers use may be called “psycho protection”, because while it doesn’t actually prevent theft, it can make the purchaser think twice about sharing their purchase. For example, you could deliver your book in password-protected .zip format, and tell your customer that their password is unique. Also, you could men tion in your book that hidden somewhere in the ﬁle is a code that can be traced back to the original purchaser. In both cases, the password/code isn’t actually unique, but the purchaser can’t be sure of that. (I know it’s sneaky, but it can be effective.)

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 21 BASIC RUlES FOR eBOOk DESIGn Basic Rules for eBook design

When creating an eBook, the basic rule is “less formatting is better”. Because eBook readers vary in their ability to display different forms of content, and because they allow their human reader to adjust the size of the text, you have very little control over how your book will appear.

As an author, you can choose a basic font, such as Helvetica or Times Roman. You can insert pictures between paragraphs of text. And you can assign lev els of importance to headings.

Any formatting beyond that may either cause your EPUB ﬁle to be corrupt or cause your layout to display unpredictably. Therefore, if you used “cheats” to format your text, such as multiple spaces or tabs to indent paragraphs, you’ll need to remove them. All of them.

Once your text is “clean”, you need to apply tags to identify headings, body text, captions, and so on. This gives the eBook reader the information it needs to display your text in the appropriate sizes and styles.

Tagging your content is made easier if you consistently used style sheets to format your book, and you use a program such as QuarkXPress that can map your existing style sheets to EPUB tags. If you didn’t use style sheets, you’ll need to click-click-click through your document to tag the paragraphs, which also applies formatting to them.

22 | JAY NELSON’S GUIDE TO SELF-PUBLISHING BASIC RUlES FOR eBOOk DESIGn note: the following two paragraphs about image resolution, format and colour spaces don’t apply if creating your book in QuarkXPress, because QuarkXPress converts all your images to the appropriate format and resolution for you when you export! But if you’re building your eBook using less sophisticated tools, be sure to follow these rules.

■ Before importing pictures, use an image editor to resize them to be larger than 300 pixels wide and smaller than 600 pixels wide, at a resolution of 72 dpi. If the pictures are in colour, be sure they are in RGB colour space, not CMYK (CMYK is common for books that have been previously published in print). Save them in JPEG format at Highest quality. If your pictures have sharp edges in them, such as a logo or chart, save them in either GIF or PNG format. Finally, import them into the ﬂow of the text, between paragraphs.

■ Create an appropriate image for the “cover” of your eBook. Resize it to 600 x 800 pixels, be sure its colour mode is RGB, and export it in JPEG format.

Once again, if you’re using QuarkXPress you can ignore the previous two paragraphs.

Once you’ve completed these tasks and exported your book to EPUB for mat, you’ll want to run it through an EPUB validator, to be sure it meets the EPUB specifications. One good validator is “EPUBcheck” at http://www.threepress.org/document/EPUB-validate

Finally, test your eBook on various eBook readers. You may be surprised at the differences and want to adjust your original ﬁle accordingly.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 23 HOW TO CREATE eBOOkS WITH QUARkXPRESS How to Create eBooks with QuarkXPress

The process of creating an eBook with QuarkXPress depends greatly on how the source is formatted. If you’re starting from scratch with imported text and graphics, just create a new project with an automatic text box and ﬂow the text into it. Then, create some picture boxes and import your pictures. Cut and paste those picture boxes between the paragraphs of text to anchor them into the ﬂow of text.

After you tag your text with EPUB tags, add it to what Quark calls a “Reflow view,” This gives you a preview of what the content might look like in an EPUB reader and lets you tweak your tagging if necessary. Once you’ve done that, you’re ready to export to EPUB format.

If you’re converting an existing QuarkXPress document, your process will depend on how it was originally built. If it was built with one long chain of linked text boxes, the process will be similar to the one above. But if it was built from lots of unlinked text boxes or strangely linked boxes, you can add your text and picture boxes to the “Reflow view” in the order you want them to display, and then adjust their order if necessary. You can also use Reﬂow view to make changes to the eBook text without changing the text in the Print view — this means you can remove hard returns, multiple spaces, and other “cheats” without affecting your Print layout!

24 | JAY NELSON’S GUIDE TO SELF-PUBLISHING HOW TO CREATE eBOOkS WITH QUARkXPRESS

If the original document consistently used Style Sheets, then you can map those Style Sheets to the standard tags used in digital publishing. If not, then you’ll be click-click-clicking to apply a tag to each paragraph.

You’re now ready to export to EPUB format!

Whether your EPUB ﬁle is built from scratch, or converted from an existing QuarkXPress layout, you’ll want to run it through a validator (as described above) and test it on multiple eBook readers.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 25 COSTS AnD MARGInS FOR eBOOk PUBlISHInG Costs and Margins for eBook publishing

The cost of publishing an EPUB-based eBook depends on the royalty arrangement with the digital bookstores you choose to distribute it. For example, Apple’s iBookstore and Amazon’s Kindle take 30% of the price of your book and give you the remaining 70%. Barnes & Noble and Sony take 50%. If you use an aggregator, they may also take a percentage (10% is common), or simply charge you an up-front fee to handle your eBook and get it into the digital bookstores for you ($99-$149 is common).

Here’s a cost vs. margin example, using Amazon’s kindle bookstore or Apple’s iBookstore: Cost of QuarkXPress 9.1 (new: £779/1349€; upgrade: £279/399€)

Assuming you set the price of your book at £3.49/4,99€, and the book stores take 30% of your sale price, you’ll need to sell 114 eBooks to break even if you’re upgrading QuarkXPress. (If you’re buying a new copy of QuarkXPress, you’ll need to sell 319/382 eBooks respectively). After that, you’ll receive 70% of the price of each book sold, or £2.44/3,49€ per book.

As you think about these numbers, remember that there is another valu able beneﬁt to using QuarkXPress to reformat your book for EPUB (rather than using a word processor or online service): your ﬁnal document can be used as-is to generate a book for print or print-on-demand, since it is already in a press-ready format!

26 | JAY NELSON’S GUIDE TO SELF-PUBLISHING COSTS AnD MARGInS FOR eBOOk PUBlISHInG

eBook Step-by-Step To summarise, here are the steps to get your eBook from concept to marke t (using QuarkXPress):

1 Write, edit and proofread your text 2 Paste your text and pictures into QuarkXPress 3 Format your text for Print and/or for Reﬂow 4 Enter metadata for your book 5 Create your cover 6 Export to EPUB format and test it with different readers and devices 7 Sign up with Apple, Amazon, Barnes & Noble, or use an aggregator 8 Calculate and set your price 9 Release (upload) your book 10 Market your book

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 27 iPAD PUBlISHInG iPad Publishing

If your content is designed to make a strong visual impression , if you need to maintain your branding , and if you want to include multimedia components and a more immersive experience that gets the most out of a digital device such as the iPad, you might want to consider creating a cus tom app. In addition, if you want to support multiple device orientations, multiple devices or if you want to vary your layout when the orientation changes, you’ll want to create an app in App Studio and QuarkXPress.

Formats An iPad App can be as simple as a “wrapper” for a collection of items in popular formats such as TIFF, JPEG, text, etc. To create an iPad App from documents such as these, just import them onto pages in QuarkXPress and export your QuarkXPress project to use in Quark’s App Studio Factory. You can also start with any existing QuarkXPress document.

However, to make the most of your investment, you’ll want to add enrich ments such as slide shows, audio and video, and so forth.

28 | JAY NELSON’S GUIDE TO SELF-PUBLISHING iPAD PUBlISHInG

QuarkXPress offers two formats when exporting your electronic content for apps:

AvE-Doc is used on existing print layouts, and allows readers to zoom in to areas of interest. It also allows you to display two-page spreads in landscape orientation on the tablet.

AvE-Mag is used when you create an electronic book or issue from scratch using the App Studio layout space in QuarkXPress. This format allows for the most interesting interactivity, as well as two unique features: separate vertical and horizontal layouts, and scrollable layouts (more on that later). If you want to create an “oh wow!” magazine or book on an iPad, this is the format to use.

Once you’ve created and exported your electronic book or magazine, you’ll use a program called App Studio Factory (included with QuarkXPress 9.1) to conﬁgure and export an app that your customers can download from the Apple App Store and use to view and interact with your exported content.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 29 BEFORE YOU GET STARTED Before you get started

Partnering with Apple and Quark By publishing an iPad app, you’re essentially partnering with Apple, Inc. This means you’ll need to set up an Apple iOS Developer account, which costs $99 per year. And since you’ll be using QuarkXPress and Quark’s App Studio, you’ll also need to set up a free account at Quark’s App Studio Publishing Portal. (See links in “App Studio Step-by-Step” below.)

Apple also requires that you sign a paid commercial agreement, provide your banking information, tax ID, an ISBN number for your ﬁrst publication, and so on. Even if you don’t plan to charge for your app, you’ll still need to sign a free app contract. All the details are in Apple’s iTunes Connect Developer Guide at https://itunesconnect.apple.com/docs/iTunesConnect_DeveloperGuide.pdf

Fortunately, you won’t have to jump through quite as many hoops as other app developers, because the templates provided by Quark for your iPad app are created to avoid technical problems that would cause your app to be rejected by Apple. This saves you time because Apple won’t have to check every little thing about the apps you submit — just your content.

30 | JAY NELSON’S GUIDE TO SELF-PUBLISHING BEFORE YOU GET STARTED

Hosting Apple doesn’t actually host the content of your iPad App. Instead, they deliver the app to your customer, and the app draws its content from wher ever you choose to store it on an online server. (Except in the case of a “Single Embedded Issue App”, where the content is embedded in the app and delivered by Apple to the customer.) This means that you’ll need to check to make sure that the current Web hosting plan for your company or website includes enough bandwidth for the volume of down loads you may experience. You don’t want to be surprised by a nasty excess-data transfer bill from your Web hosting service!

Tip: if you’re including video in your app, consider posting the video to YouTube and linking to it from within your app. This saves you the cost of hosting the video yourself!

Multimedia Content If you want to include interactive multimedia content in your publication, start planning for that now. Unless you produce it yourself, the cost of creating audio and video can be surprisingly high. And no matter how you produce it, the process always takes longer than you think it should. My advice: get started on collecting or creating your audio and video assets before working on the rest of your publication.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 31 BEFORE YOU GET STARTED

File Size Customers generally don’t like downloading huge files, so you’ll want to be judicious in your choice of multimedia content.

Slideshows don’t add much to the file size of an electronic book or maga zine, but each minute of audio can use anywhere from 1/4 to a full megabyte, and video can consume up to ten times that amount. Because of that, you might want to consider storing your audio and video ﬁles on an Internet file server rather than embedding the entire audio or video file in your publication. Then, you can use a placeholder image in your pub lication, and when the reader clicks on the placeholder, the audio or video plays from the server. (Note, however, that this requires the reader to have an Internet connection in order to access these audio or video ﬁles.)

Tip: YouTube is a great place to store and serve your linked videos, as long as you’re not worried about other people seeing them.

Page Dimensions Fortunately, QuarkXPress and the App Studio prepare your page size for the iPad. This means that you won’t need to worry about page dimensions.

However, if you want to include a full-page image you’ll want to save it at 2048 x 1536 pixels or higher. Here’s why: while the display on current iPads measures 1024 × 768 pixels, upcoming iPads may have twice the resolution in both directions. Therefore, I recommend saving your images at a size of at least 2048 x 1536 pixels.

32 | JAY NELSON’S GUIDE TO SELF-PUBLISHING APP STUDIO STEP-BY-STEP App Studio Step-by-Step

The chart and description below is from Quark’s website. For now, just skim it over. You can come back to it if you get confused about the order of things, and when you’re ready to dig deeper into the topics. In each step, Quark helpfully includes hyperlinks to Web pages containing essen tial details.

CONGRATULATIONS! You have now been certified and are able to publish your own publications. We are very happy to be the first to welcome you to this new and exciting time for you and your company.

I don’t think anybody will be able to read this but just in case, this image represents a title and collection. Hard to believe but I created this all in fifteen minutes with the help of copious amounts of coffee and cigarettes.

The box is what ties it all back to the brand and makes it interesting and dynamic. 11211984C

1234567Get Started Design Your Issue Perform Online Setup Create Your App Purchase Licenses Finish Setup and Testing Submit Your App

Buy/Upgrade to Using QuarkXPress 9.1 Sign up as an Apple iOS Devel - Use App Studio Factory to choose Purchase the related App Studio Export your final issue file from Submit your app to Apple for QuarkXPress 9.1 or or higher, design and add oper in order to submit your apps and customize an Factory app template license for QuarkXPress 9.1 or higher and approval. You can control higher. If you have an enrichments to your issue. to the App Store (from $99). app template. your app from upload it to your Web server. when your app goes live in iPad, download Quark the Quark Store or a Quark the App Store. App Studio Issue Previewer Export an issue (.zave) file Create an account on the App Test your app in the iOS Simula - Authorized Reseller as well Tell the Publishing Portal about from the iTunes store (free). from QuarkXPress. Studio Publishing Portal, create a tor or on your iPad. as an App Studio issue your issue file. title or collection, set up your app, license pack. Preview your exported issue and download an app certificate. Test your app with your posted file in Quark App Studio Issue issue on your iPad. Previewer on your iPad.

8 Publish Again

For subsequent issues, repeat steps 2, 5, and 6 (skipping any app steps)*. *Doesn’t apply to Single Embedded Issue apps

1. Get Started Buy/upgrade to QuarkXPress 9.1 or later. If you have an iPad, download Quark App Studio Issue Previewer from the iTunes store (free).

2. Design Your Issue ■ Using QuarkXPress 9.1 or later, design and add enrichments to your issue.

■ Export an issue (.zave) ﬁle from QuarkXPress.

■ Preview your exported issue file in Quark App Studio Issue Previewer on your iPad.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 33 APP STUDIO STEP-BY-STEP

3. Perform Online Setup ■ Sign up as an Apple iOS Developer in order to submit your apps to the App Store (from $99).

■ Create an account on the App Studio Publishing Portal , create a title or collection, set up your app, and download an app certiﬁcate.

4. Create Your App ■ Use App Studio Factory to choose and customise an app template

■ Test your app in the iOS Simulator or on your iPad.

5. Purchase licenses Purchase the related App Studio Factory app template license for your app from the Quark Store or a Quark Authorised Reseller as well as an App Studio issue license pack .

To redeem your App Studio Factory app template license:

■ Log into the Quark App Studio Publishing Portal and click App Speciﬁcations. The App Speciﬁcations screen displays.

■ Click your app in the list on the left.

■ Under Templates for this App, click Add an App Template. The Publishing License Store screen displays.

■ Enter the serial number above in the ﬁeld and click Enter.

■ Click OK. Your app certiﬁcate is updated on the portal.

34 | JAY NELSON’S GUIDE TO SELF-PUBLISHING APP STUDIO STEP-BY-STEP

To redeem your App Studio issue license pack:

■ Log into the Quark App Studio Publishing Portal and click ‘Purchase Publishing Licenses’ on the home page.

■ Enter the serial number above in the ﬁeld and click Enter.

6. Finish Setup and Testing ■ Export your ﬁnal issue ﬁle from QuarkXPress 9.1 or later and upload it to your Web server.

■ Tell the Publishing Portal about your issue ﬁle.

■ Test your app with your posted issue on your iPad.

7. Submit Your App ■ Submit your app to Apple for approval. You can control when your app goes live in the App Store.

■ After your app has been successfully submitted, Apple will review it and contact you to let you know when it is approved. Normally, using QuarkXPress to create your app, it should appear in the App Store in about 14–21 days.

8. Publish Again For subsequent issues, repeat steps 2, 5, and 6 (skipping any app steps)*.

*Doesn’t apply to Single Embedded Issue apps.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 35 UnDERSTAnDInG APP STUDIO FACTORY AnD TEMPlATES Understanding App Studio Factory and Templates

App Studio Factory is a Mac OS X desktop application that you use to create App Studio apps from an app template. An app template lets you create an App Studio Factory app with a particular set of abilities. No programming is required; you simply choose an app template from a selection of app templates, then customise that app template to make it your own.

In all but one case, the app you create does not include the content you created in the QuarkXPress App Studio. Instead, your customer downloads the app, and then the app pulls your content (created in QuarkXPress) from ﬁles hosted on your Web server.

There are several types of app templates, including the following:

■ Embedded Issue templates are useful when you want to sell a single publication as a standalone eBook app. With an Embedded Issue template, you can create a standalone app that includes a single embedded issue. Customers who buy this app get the issue automatically, and cannot buy other issues.

36 | JAY NELSON’S GUIDE TO SELF-PUBLISHING UnDERSTAnDInG APP STUDIO FACTORY AnD TEMPlATES

■ kiosk templates are best suited for magazine titles or other periodicals. With a Kiosk template, your customers can browse a selection of issues that are associated with a particular title or collection (or, with some kiosk templates, a particular set of titles or collections). When they ﬁnd one they want, they can purchase it using Apple’s in-app purchase or sub scription feature.

■ Bookstore templates are best suited for book collections. With a Bookstore template, a customer can browse and purchase the issues available in one or more collections.

When you launch App Studio Factory, you can select the app template you want. Once you have selected an app template, you can customize it in a variety of ways, inserting your own text and graphics with the App Studio Factory user interface. When you’re done, you can test the app in the iOS Simulator on a Mac OS X computer by simply clicking the Export to Simulator button.

(The reason App Studio Factory is only available for Macs is that the iPad operating system is iOS, and only Macs have the tools necessary to develop apps for iOS.)

If you decide you’re happy with the app template you’ve chosen, and you want to submit the app you’ve built with it to the Apple app store, you must purchase a license for that template from the Quark store (http://shop.quark.com ) or through a Quark authorised reseller.

If you’re publishing a magazine , the cost of a template license is £95/149€ for a single embedded issue, £499/599€ for multiple issues of one title, or £999/1150€ for multiple issues of multiple titles.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 37 UnDERSTAnDInG APP STUDIO FACTORY AnD TEMPlATES

If you’re publishing a book , the cost of a template license is £95/119€ for a sin gle book, or £499/599€ for any number of book titles.

In addition to purchasing a template license for your title, an “App Issue License Pack” is also required. This covers the cost of your issues being pur chased and delivered to your ﬁnal iPad app, and is a one-time fee per magazine issue or book. The price ranges from £208/229€ to £255/279€ per issue, depending on how many you purchase at once. If you’re publishing a maga zine, you’ll pay that fee per issue. If you’re publishing a book, you’ll pay that fee per book. If you purchase an issue license pack larger than 24 issues, then the per issue cost will reduce further.

A note on template licensing Templates may be updated by Quark at any time — to add support for new versions of the device operating system or to add new features to the template. All updates are included with your license for 12 months after purchase, but you do not have to accept them. (Much like updates to programs on your computer, you don’t have to apply the update if you don’t need the new features.)

Any time after the initial 12 months, you can repurchase the license if you wish to have a further 12 months of updates to the template. If you don’t have any reason to update your app, you don’t need to repurchase the license.

38 | JAY NELSON’S GUIDE TO SELF-PUBLISHING COSTS AnD MARGInS FOR iPAD PUBlISHInG Costs and margins for iPad publishing

Currently, Quark’s system for creating and distributing an iPad app is far more affordable for self-publishers than using other options. Here are two examples:

Book ■ Cost of QuarkXPress 9.1 (new: £779/1349€; upgrade: £279/399€)

■ App Studio Factory: $0 (included with QuarkXPress 9.1)

■ Single Embedded Issue App Template License: £95/119€ (includes in-app purchase logic and other pre-coded functionality)

■ App Studio 1 Issue License Pack: £255/279€

■ Apple iOS Developer Account: $99 (per year)

■ Cost for hosting the Issue files: $0 and up (for low traffic, you could use a free service such as Dropbox; for higher traffic, you’ll want to use your own Web server or a hosted Web server)

■ Total investment: £691/876€ (upgrade) or £1191/1826€ (new) Assuming you set the price of your book at £3.99/4,99€, and Apple takes 30% of your sale price, you’ll need to sell 247/251 eBooks respectively to break even if you’re upgrading QuarkXPress. (If you’re buying a new copy of QuarkXPress, you’ll need to sell 426/523 eBooks). After that, you’ll receive 70% of the price of each book sold, or $3.49 per book.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 39 COSTS AnD MARGInS FOR iPAD PUBlISHInG

Magazine Let’s say you’re a special interest magazine publisher who already publishes a bi-monthly magazine in print, and now you want to make it available on the iPad. Here are the costs:

■ Cost of QuarkXPress 9.1 (new: £779/1349€; upgrade: £279/399€)

■ App Studio Factory: $0 (included with QuarkXPress 9.1)

■ One Title, Multiple Issues App Template License: £499/599€ (includes in-app purchase/subscription logic and other pre-coded func tionality)

■ App Studio 6-issue License Pack: £1,329/1449€ (valid for use within 12 months, with no extra costs such as download fees or other fees)

■ Apple iOS Developer Account: $99 (per year)

■ Cost for hosting the Issue files: $0 and up (for low traffic, you could use a free service such as Dropbox; for higher traffic, you’ll want to use your own Web server or a hosted Web server)

■ Total investment: £2,169/2526€ (upgrade) or £2,669/3476€ (new) If you price each issue at £1.29/1,49€, and Apple takes 30% of your sale price, you need to sell 2402/2429 issues per year (200/203 per month, or 400/405 per bi-monthly issue) to break even if you’re upgrading QuarkXPress. (If you’re buying a new copy of QuarkXPress, you’ll need to sell 554/907 additional issues). After that, you’ll receive 70% of the price of each issue sold, or £0.90/1,04€ per issue.

40 | JAY NELSON’S GUIDE TO SELF-PUBLISHING WE ARE THE FUTURE We Are The Future

The publishing landscape has changed forever. Publications are now being produced for both print and digital delivery — and some are exclu sively being produced for digital readers. The tools and workﬂow are evolving, and we’re all shaping this new world together. It’s an exciting time to be in the world of publishing, and you can be proud of your role in creating the future.

Relax, learn as much as you can, and look forward to making more money with your digital publications than you’ve been making before!

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 41 FURTHER RESOURCES Further Resources

The Internet is filled with resources for helping you understand the chang ing landscape of eBook publishing — especially publishing in the EPUB format. Here are a few places you can go for further information:

EPUB ■ Comparison of e-book readers and formats: http://en.wikipedia.org/wiki/Comparison_of_e-book_readers http://en.wikipedia.org/wiki/Comparison_of_e-book_formats

■ Apple’s list of frequently asked questions (FAQ) about distributing ePub publications in their iBookstore http://www.apple.com/itunes/content-providers/book-faq.html

■ “The newbie’s Guide to Publishing” by J.A. konrath. http://www.jakonrath.com/writers.htm

■ “Help for writers timid about technology” http://www.authortechtips.com/

■ BookBaby.com has lots of advice about avoiding pitfalls when creating EPUB ﬁles http://blog.bookbaby.com

■ MobileRead.com has a wide variety of posts on news about eBook publishing. The forums are a goldmine for EPUB information. http://www.mobileread.com/

42 | JAY NELSON’S GUIDE TO SELF-PUBLISHING FURTHER RESOURCES

■ 52 Great Blogs for Self-Publishers: a list of even more online resources. http://www.thebookdesigner.com/2010/11/52-great-blogs-for-self-publishers/

■ “Smashwords Book Marketing Guide”: a collection of marketing tips. http://www.smashwords.com/books/view/305

■ “Smashwords Style Guide”: a free eBook By Mark Coker, Step-by-step instructions to create, format and publish an eBook. http://www.smashwords.com/books/view/52 iPad apps ■ “App Studio Step-by-step: Quick reference to publishing to the iPad with App Studio”: http://www.quark.com/Products/QuarkXPress/Quark_Training/learning_ App_Studio.aspx

■ Quark’s App Studio how-to videos: http://www.quark.com/About_Quark/Events/OnDemandSearch.aspx. (Look for the videos named “App Studio - Part I” and “App Studio - Part 2”)

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 43 GlOSSARY Glossary Aggregator An aggregator helps authors and publishers submit their eBooks to multiple online retailers. They often manage the retailer relationships, the accounting, and some of the publishing details for the author or publisher. Fees range from a percentage of the sale to a one-time fee for distribution.

App Studio app Your app that you create using App Studio Factory. An App Studio app is a customised and branded reader that lets your customers download and read App Studio issues. You can create an App Studio app either using one of the pre-deﬁned app templates in App Studio Factory or with the App Studio Framework. Your App Studio app can be downloaded from the Apple App Store for use on the iPad.

App Studio app certificate A file created by the App Studio Publishing Portal that is required in order to build an app using App Studio Factory. The certiﬁcate is the glue that connects the app with the app definition and setup on the Publishing Portal.

App Studio Factory Standalone Mac OS X software included with QuarkXPress 9.1 or later that enables you to create customised App Studio apps using one of the pre deﬁned templates.

App Studio Factory app template App Studio Factory comes with several app tem plates that offer different functionalities, such as the ability to download issues or the ability to embed a single issue app. You can customise App Studio templates with your own branding and design. Additional app templates can be downloaded from the Quark website.

App Studio Factory app template license A license to use a particular App Studio Factory app template. App template licenses can be purchased on the Quark Store or from an Authorised Quark Reseller. Note that if you use the App Studio Framework to create your app, you do not need this license, because your purchase of the Framework includes a license to create an unlimited number of App Studio apps.

44 | JAY NELSON’S GUIDE TO SELF-PUBLISHING GlOSSARY

App Studio issue A high-end interactive content file that you create in QuarkXPress 9.1 and export as an AVE-Doc or AVE-Mag ﬁle to be read by your App Studio app.

App Studio issue license pack You can create App Studio issue files for free using QuarkXPress 9.1. When you are ready to publish an issue ﬁle to an App Studio app, you must purchase an App Studio issue license pack. These are available in a variety of quantities.

App Studio Issue Previewer A free app that lets you test your App Studio issues. Download this app to your iPad from the Apple App Store, or install it on your Mac and run it in the iOS Simulator.

App Studio layout A dedicated layout space available in QuarkXPress 9.1 and later for the creation of App Studio issues. This layout type has specific properties to make the design process more efﬁcient, such as the ability to manage layouts for multiple devices and orientations, as well as the ability to synchronise content and page properties between them.

App Studio Publishing Portal A free Web site where App Studio customers can manage their App Studio apps and issue ﬁles. Here you can also redeem App Studio Factory app template licenses and App Studio issue license packs.

App Studio Reader Framework Development framework for larger organisations that may want to create highly customised apps. You can license the Framework from Quark.

Apple App Store Apple’s online store for browsing, purchasing, and downloading apps for its iOS devices. Also known as the iTunes Store.

AvE The ﬁle format for an App Studio issue. There are two AVE ﬁle types: AVE-Mag and AVE-Doc. AVE-Mag is the primary format for App Studio issues and provides the most advanced interactivity; the AVE-Doc format is simpler (similar to a PDF with multi media elements) and is limited to basic zooming capabilities.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 45 GlOSSARY

Distributor In Digital Publishing, a distributor is a company that places your publi cation into their online bookstore, collects payment from customers, keeps a portion of the price and delivers the remainder to you. Apple, Amazon and Barns and Noble are all distributors.

DRM DRM or Digital Rights Management refers to software embedded in a “digi tal product” (such as an eBook) to prevent it from being used by anyone other than the person who bought it. eBook eBook is a general term that includes not only EPUB, but also various proprietary formats that allow you to include multimedia (audio, video, slideshows, HTML etc.), rich layouts, and interactivity.

EPUB EPUB is the eBook file format that Apple’s eReader, iBooks, uses. Other eReaders use this file format as well, though not all of them. (For programmers or dab bler programmers only: An EPUB file is basically a .zip file. Inside are a bunch of XHTML and CSS files that make up the eBook.)

EPUB 3 Not yet ﬁnalised as a successor to the current EPUB 2, EPUB 3 is likely to be based on HTML 5 (or XHTML 5), and allow audio and video. Text may be styled using CSS3, with embedded fonts in Opentype and WOFF format, and layouts may be vertical or horizontal. For more info, see http://idpf.org/epub/30/spec/epub30-overview.html

eReader Any software that allows a person to read a digital publication is an eReader. Some are standalone applications on your desktop or laptop computer, while others run on devices such as the iPad, Kindle, or Nook. iBooks This is Apple’s eReader that runs on the iPad. It contains all books that you’ve loaded onto your iPad by syncing with iTunes, as well as those that you’ve purchased through the iBookstore. Note that iBooks (plural) should not be confused with iBook (singular) which was the name of Apple’s entry level laptop computer a few years ago. iBookstore This is like Apple’s App Store, except for eBooks. You can access the iBookstore through iBooks on your iPad, iPhone or iPod Touch.

46 | JAY NELSON’S GUIDE TO SELF-PUBLISHING GlOSSARY iOS iOS is Apple’s mobile operating system. Originally developed for the iPhone, it has since been extended to support other Apple devices such as the iPod Touch and iPad.

ISBn number ISBN stands for International Standard Book Number, a unique identi fying number that’s required for any book, worldwide that’s intended for sale in stores, for sale online, or to be found on the shelves of any library. No two books have the same ISBN. Some aggregators will provide you with an ISBN if you submit your eBook through them. Some don’t. You can get your ISBN number yourself from Bowker, who has a website called www.myidentiﬁers.com . iTunes Store Apple’s store for the purchase and download of content. It includes an App Store where customers can purchase and download apps. kindle (.azw) format Kindle is Amazon’s eReader. Kindle (.azw) format is a variant of the Mobipocket (.mobi) format, with a different digital rights management (DRM) system. It is owned and used by Amazon for their Kindle eBook reader. layout Family A group of layouts that represents a single App Studio issue. One layout family might include a horizontal layout for the iPad, a vertical layout for a different type of tablet, and both vertical and horizontal layouts for a third type of tablet. All of the layouts in a layout family are bound to one another by page count and sequence and share a common Layout Properties dialog. layout slideshow A slideshow on a QuarkXPress page that displays the pages of a different QuarkXPress layout. This allows you to design each slide of a slideshow in QuarkXPress.

Mobipocket (.mobi) MOBI format, now owned by Amazon, was originally an extension of the PalmDOC format. AZW for the Amazon Kindle is the same format as MOBI except that it uses a different DRM scheme.

OCR (Optical Character Recognition) Optical Character Recognition (OCR) is the process of converting scans of printed text into editable text. It is used to convert books and documents into electronic ﬁles.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 47 GlOSSARY

Page stacks A feature that lets you organise sections of content into “stacks” of pages. On the iPad, the user can display a horizontal line of thumbnails, each of which represents a section of content. Users can scroll vertically to navigate within a section or horizontally to navigate between sections.

Provisioning Profile A Provisioning Profile is a file that enables a developer to run an app on an iPad, rather than simply in the iPad simulator. There are two types of provisioning profiles: Development Provisioning Profiles (used while developing an app) and Distribution Provisioning Profiles (used to create final apps).

Reﬂow Printed text is normally displayed in one or more columns. When people read text on an electronic device, it can be easier if the text displays in one long col umn of large text. Reflow allows e-readers to display text at any size and style, inde pendent of the items surrounding it on a page. Reflow requires the text to be “tagged” with hierarchical tags that indicate each paragraph’s level of importance in the story, such as Headline, Body Text, Caption, and so forth.

Scroll Markers Boxes that trigger actions within an issue when they scroll into and out of view. For example, you can create a slideshow, then use markers in a scrollable layout to change the slide as different parts of the story appear.

Scrollable layout A scrollable area in an App Studio issue that provides a way for readers to view content by ﬂicking or scrolling through the content in a single page. Scrollable layouts are a unique feature of tablet content design, making them distinct from traditional, page-based print layouts. Once you set up a scrollable layout, you can populate it with a variety of content, including text, large panoramic pictures, or a series of interactive elements. Scrollable layouts can be used in multiple layouts within an App Studio layout family.

48 | JAY NELSON’S GUIDE TO SELF-PUBLISHING GlOSSARY

Style Sheets In QuarkXPress, a Style Sheet is a combination of formatting attributes that may be applied to a paragraph or character(s). The advantage of using a Style Sheet is that if you change the Style Sheet definition, all the text to which you have applied that Style Sheet will update to reﬂect the change. When you want to convert a print publication to a Digital Publication, you can map existing Style Sheets to the semantic Tags required in digital publishing. (see Tagging)

Tagging Tagging is the process of assigning semantic tags to paragraphs of text. Tags may be used to indicate headlines, subheads, body text, captions, and so forth. Book-reading software uses these tags to format the appearance of the text, based on preferences set by the reader.

UDID Unique Device Identifier. Essentially an iPad serial number that can be retrieved through iTunes.

User Interface (UI) The collection of items on a page or a device that a human uses to interact with a program or device. validation Retailers don’t want eBooks in their store that are sloppy or that don’t work well, since this would reﬂect poorly on them. Therefore, they require EPUB ﬁles to pass a “test” (or validator). One good validator is “EPUBcheck” at http://www.threepress.org/document/EPUB-validate/

Xcode Xcode is the complete toolset for building Mac OS X and iOS applications.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 49 Also from the author of this book:

GetGet threethhrree freefree issues!issues! VisitVisit DesignToolsMonthly.com/epubDesignToolsMonthly.coomm/epub

}

“It’s like Clifffffss Notes for all the magazines and websites I need to be reading but don’t have time forr..” – Shawn Davis, WeWestern Color Graphics

} IIff wwee mmentionention iit,t, iitt wworksorks ´)RUEXV\SURIHVVLRQDOVZKRZDQWWKHIDFWVZLWKRXWWKHÁXIIµ´)RUEXV\ SURIIHHVVLRQDOOVV ZKR ZZDDQW WKH IIDDFWV ZLWKRXW WKH ÁXIIIIIµ “Design TTooollss Monthly is the only publication I read — LyndaLynda WWeinmaneinman, authoruthor & trainer,trainer, Lynda.comLynda.com cover to coverr.. Its advice has never failed me.” – Ben Willmore, author & Phothotoshop trainer } YYou’veYouou’ve neneverver seenseen anythinganything likelike itit

Design TToools Monthly is not “another thing to read” } TTrustedrusted adviceadvice fromfromLQGXVWU\H[SHUWVLQGXVWU\ H[SHUWV — it’s a unique, time-saving resource with two parts: “DTTMM’s clean, concise style pinpoints industry The Newsletter summarizes important storories GHYHORSPHQWVDQG PDNHV ÀQGLQJ VROXWLRQV HDV\µ from magazinenes and websites for graphic designers ²0LFKHOH 'DYLV 0DNH1RWHRÀW — so you can keep up with what’s happening even if you can’t read dozens of magazines and websites. It’s } WWhoho dodo yyouou ttrust?rust? packed with tips, software & hardware updates, font QHZVXSFRPLQJ HYHQWV EXJ À[HV PRUH “I have been a loyal subscriber for over 15 years. The Software Closet collects the best free utilities I read it the moment it arrives.” for graphic designers, the best plug-ins, fonts & more. – Michael Ninness, Adobe InDesign product manager

“My clients trust me, and I trust DTTMM to deliver what I need to know.” – Chris Murphy, Real WWoorld Color Management

“Even if I subscribed to every industry magazine, the only one I’d read each month would be Design TToools Monthly” – David Blatner, author & speaker

@DesignToolsJay@DesignnTTTooolsJaayy

DDesignToolsMonthly.comesignToolsMonthly.com

50 | JAY NELSON’S GUIDE TO SELF-PUBLISHING Copyright 2011 Quark Software Inc. Cover photo of Jay Nelson by John Cornicello: www.johncornicello.com License Statement: This ebook is licensed for your personal enjoyment only. This ebook may not be re-sold or given away to other people. If you would like to share this book with another person, please forward the ebook landing page link for each reader to subrscibe. Thank you for respecting the hard work of this author.

JAY NELSON’S GUIDE TO SELF-PUBLISHING | 51