Focus as the key to successful publishing

Among the hectic and exciting moments that are accompanying the birth of Vyiha, two questions seems to be risen often by those participating in the project:

1. How Vyiha should operate in the crowded publishing business?
2. In which way Vyiha will help authors in making their words successful books?

The answers to these 2 important questions are not meant to understand the so-called “market positioning” for the new company but they are instead challenging aspects that require careful analysis in order to establish a consistent way for Vyiha to establish its footprint as a reliable publishing company.

Focus #1: authors
The common publishing industry has been disrupted today by different dynamics that brought self-publishing authors to have almost the same success of authors using traditional channels.
As the environment keeps changing, every day at least 100 new titles are published [1]. This number is not expected to decrease any sooner. As the number of titles published keeps rising, the number of companies claiming to offer a full array of services for self-publishing authors is rising too. In our experience, nowadays there are 2 types of models that these companies are using:

A. Charge a fee (agency model)
B. Take a cut (wholesale model)

However these 2 models can differ, in both cases, the focus will be on getting the highest number of titles (or authors) in order to A. either charging the highest number of fees or B. collecting the highest figure in terms of revenues to be split between the author and the company itself.
We believe that this focus is wrong.
It is wrong because it not only sees expensive fees or percentage of revenues kept by the companies offering services so high that make not economically viable for authors to try to sell their only book with a profit. The focus is mainly wrong because as they try to maximize their profits the attention is put on the quantity of titles (or authors) to be published. This focus by definition is misaligned with the need of each title of being followed through the difficulties emerging during the distribution and promotion steps. Unfortunately, these two are exactly the steps in which a title requires most of the support that only a correctly focused publishing company can offer with its expertise.
The result of the 2 approaches mentioned above will see a book eventually disappearing within the mass of those already present in the market.The publishing process is made up by different steps, from the ideation to the promotion, passing through the editing, formatting and distribution steps. We do not believe that these steps can be done in the same way for every title. Just because each title is different, the publishing process has to be different and cannot therefore be offered as a one-size-fit-all solution.

Focus #2: topics
While the first definition of focus concerns mostly the middle part of the publishing process (formatting and distribution), the second concerns mostly on the initial part, the ideation and the editing steps. Also in this case though, the same considerations made in the first focus, can be made also here: focusing on achieving the highest number of titles will eventually not help the titles to reach the success they may deserve. Editing is probably the most important step in deciding the future success or failure of a title [2].
As such, it is not an activity that should be left to generalist but instead to people who truly know the topics the book is dealing with. That is why Vyiha has decided to limit its scope of work to 2 specific topics:


– Health wellbeing
– Travels

The reason for this choice is that our team has editors that are fully passionate and are experienced in developing, copyediting and proofreading books regarding these topics. We believe that only with such a knowledge, we will be able to truly help authors working with us and to guide them towards the creation of a better book.  Focus is for us therefore the answer to the 2 questions we often ask ourselves while building Vyiha. Without focus, there can’t be any real possibility for a publishing company to truly help a title and its author to achieve the success they deserve.

Find more about the way we operate:
http://www.vyiha.com/services.html

[1] http://usatoday30.usatoday.com/life/books/news/story/2011-12-14/self-published-authors-ebooks/51851058/1
[2] http://www.thebookdesigner.com/2013/02/david-kudler/

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