The Publishing Process

Publishing is a business. When you choose to self-publish, you effectively become the owner of that business. A book is a product – and like any other product, producing it and bringing it to market follows many of the same principles. You’ll need a marketable product, a clear idea of how to recoup your investment, and ideally, the opportunity to make a profit from the time and effort you’ve put into writing and promoting your book.

To help you navigate your publishing journey, we’ve outlined a typical publishing process similar to that used by traditional publishing houses. Not every step will be necessary for every book – some authors require illustration services, for example, while others do not.

As you read through the publishing process, keep your project in mind and note which services you may need. We’ve highlighted the essential steps in bold. Because Quickfox Publishing focuses on professional book production, the guidance below is tailored to this perspective.

Step 1: Assessing your market and the viability of publishing

Before you embark on any publishing project, it’s vital to research whether your book has a viable market. Start by considering:

• Are there already books on your topic? If so, how will yours stand out? Why would a reader choose your book over another?

• Who is your target audience, and what demand exists for your book?

• How will you market and distribute it?

• What will it cost to produce and print? What can you realistically sell it for? And what profit might you earn?

Answering these questions upfront is one of the most important parts of the publishing process. Publishing a book is no different to launching any other commercial product – you need a clear understanding of your costs and target market.

Step 2: Completing and preparing your manuscript

To receive an accurate production and printing estimate, your manuscript should be as close to complete as possible, or you should have a reliable word count estimate. Production quotes are usually based on page count, which depends on word count. As a guide, an A5 (or 6 x 9) book typically accommodates around 300–350 words per page.

A professional publishing provider can then quote on:

• Publishing consultation
• Manuscript evaluation
• Editing (standard or complex, depending on quality)
• Artwork commissioning (if applicable)
• Photography or stock images (if applicable)
• Book interior design and typesetting
• Cover design
• ISBN application and barcode generation
• Copyright insertion
• Proofreading
• Printing and/or ebook creation
• Submission to legal deposit libraries
• Online distribution setup through global distribution platforms
• Local distribution setup – online and/or physical bookstores

These elements are essential parts of a professional publishing process.

Step 3: Choosing the right service provider

Your choice of service provider depends on your vision for the book and the level of expertise you require. Reputable author services companies are an investment, but they deliver professional results that meet the standards of booksellers, reviewers and discerning readers.

If you plan to distribute through bookstores, a polished, professionally produced book is essential – stores veer away from books that look self-published. Choosing the right partner is a vital decision in your publishing process.

• For a fully customised solution, try Quickfox Publishing
• For a simplified, package-based solution, try Yes!Press

Step 4: The editorial process

This phase transforms your manuscript from its raw state into a polished text ready for design and layout. The editorial process can take one to three months, depending on the level of editing needed, how promptly you respond to queries, and whether multiple edits are required.

Most books in a traditional publishing workflow go through several rounds of editing. Proofreading – a final check for errors and inconsistencies – usually takes place after typesetting at the page-proof stage (see Step 6).

Step 5: Design, layout and production

Often referred to simply as “production,” this step includes:

• Interior design (determining the look and feel of the pages)
• Typesetting (formatting the manuscript)
• Cover design
• ISBN allocation and barcode creation
• Generating PDF proofs for review

Typically, you’ll receive one to three sets of proofs for checking and corrections. At Quickfox Publishing, we include multiple proof sets in the typesetting fee – be sure to confirm what’s included with your provider and plan accordingly.

The design and production stage is often the most exciting part of the publishing process, as you start to see your book come to life.

Step 6: Proofreading

Proofreading is a crucial final step after your first page proofs are prepared. This is your last opportunity to catch:

• Inconsistencies (e.g. 100 000 vs 100,000)
• Typos and punctuation errors
• Caption/image mismatches
• Orphans and widows
• Incorrect footnote numbers or table of contents entries

All professional publishers insist on this step because it ensures your book is clean, consistent and professional – a hallmark of any successful publishing process.

Step 7: Printing

You have three main printing options:

1. Long-run litho printing – Best for larger quantities, offering lower unit costs and premium finishes.
2. Short-run digital printing – Ideal for smaller quantities or test runs.
3. Print-on-demand (POD) – Books are printed one at a time, as they are purchased.

True POD is not widely available in South Africa, but global platforms like IngramSpark and Amazon KDP provide this service internationally as part of the modern publishing process. Local online store www.publisher.co.za also offers print-on-demand for qualifying titles.

Step 8: Ebook conversion

Your manuscript is converted into the two major ebook formats—ePub and Kindle—and prepared for global distribution through major retailers including Amazon, Apple Books, Kobo and Barnes & Noble. Adding ebook formats expands your reach and is an increasingly important part of a complete publishing process.

Step 9: Local and international ebook and paperback distribution

Distribution is how your book reaches readers.

Local distribution can be managed through a distributor who supplies bookstores and online retailers, holds your stock in their warehouse, and ships orders as they are received.

Large chains, such as Exclusive Books, require authors to work through an approved distributor—these distributor lists are available from bookstores on request. Because distribution costs can be significant (the supply chain typically takes around 75% of the selling price, and retailers purchase books on a sale-or-return basis), many authors choose to hold their own stock and supply independent bookstores directly. Independent retailers are generally more open to working with authors and smaller publishers and are often willing to take books on a consignment basis, allowing you to display more copies in each store.

International distribution often relies on print-on-demand platforms such as IngramSpark or Amazon. Orders placed through Amazon and other retailers are printed and shipped automatically by the print-on-demand provider. Locally, www.publisher.co.za also offers print-on-demand sales for qualifying titles.

Ebook distribution is typically done through international platforms that offer not only wide reach across markets, but also DRM (digital rights management) protection. Ebooks allow for immediate delivery to a user’s device, and carry low to zero delivery costs.

Understanding your options for distribution is essential to planning a successful publishing process from start to finish.

Step 10: Book marketing and publicity

Marketing makes customers aware of your book and drives sales. It can include:

• Author Website and Blog: Create a dedicated website or blog to showcase your book, share updates, and build an email list of interested readers.
• Email Newsletters: Send newsletters to subscribers with exclusive content, launch announcements, and special offers.
• Social Media Advertising: Run targeted ads on Facebook, Instagram, LinkedIn, or TikTok to reach your ideal readers.
• Book Trailers: Produce a short video trailer and share it on YouTube, social media, and your website.
• Podcast Interviews: Approach podcast hosts who cover your book’s topic or genre to arrange guest interviews.
• Media Outreach: Write and distribute press releases to newspapers, magazines, radio stations, and online publications.
• Book Giveaways and Competitions: Offer free copies through Goodreads giveaways or social media contests to generate buzz.
• Influencer Outreach: Send review copies to bloggers and influencers in your niche.
• Collaborations: Partner with complementary businesses or organisations to cross-promote your book.
• Speaking Engagements: Arrange talks at schools, libraries, conferences, or community groups.
• Book Fairs and Markets: Exhibit your book at local fairs, markets, and literary festivals.
• Paid Reviews: Use reputable paid review services (e.g., Kirkus, Foreword Reviews) to build credibility.
• Corporate Sales: Approach companies, professional associations, or NGOs for bulk purchases.
• Virtual Launch Events: Host online launch parties or webinars to introduce your book to readers around the world.
• Library Placement: Submit your book for inclusion in public and academic libraries.
• Content Marketing: Write articles or guest posts related to your book’s theme for high-traffic websites.
• Amazon Advertising: Use Amazon’s sponsored product ads to increase visibility.
• Audiobook Edition: Produce an audiobook version to reach new audiences on Audible and other platforms.

Marketing is often the longest-running part of the publishing process, continuing long after your book is released.