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People's Guide to Publishing: Building a Successful, Sustainable, Meaningful Book Business from the Ground Up
Comprehensive and easy-to-follow guide to book publishing written by a successful book publisher.
So, you want to publish books.
Publishing is an incredibly rewarding yet endlessly complicated profession. This readable, comprehensive, and empowering book serves as a resource and reality check for anyone considering launching a press or publishing a single book. Author Joe Biel draws on 23 years of experience in all parts of operating a small publishing company to teach you the skills of the trade, from distribution, operations, inventory, scheduling, and accounting to development, sales, publicity, and marketing. Readers will come away with the confidence to succeed and a big picture overview of why publishing matters and how to plan and run their business fairly and sustainably.
This book is equally useful to publishing beginners looking for a realistic overview of the process and for already practicing publishers seeking a deeper understanding of accounting principles, ways to bring their books to new audiences, and how to advance their mission in a changing industry.
So, you want to publish books.
Publishing is an incredibly rewarding yet endlessly complicated profession. This readable, comprehensive, and empowering book serves as a resource and reality check for anyone considering launching a press or publishing a single book. Author Joe Biel draws on 23 years of experience in all parts of operating a small publishing company to teach you the skills of the trade, from distribution, operations, inventory, scheduling, and accounting to development, sales, publicity, and marketing. Readers will come away with the confidence to succeed and a big picture overview of why publishing matters and how to plan and run their business fairly and sustainably.
This book is equally useful to publishing beginners looking for a realistic overview of the process and for already practicing publishers seeking a deeper understanding of accounting principles, ways to bring their books to new audiences, and how to advance their mission in a changing industry.
416 pages, Paperback
First published December 4, 2018
43 people are currently reading
259 people want to read
About the author
Joe Biel
102 books53 followersJoe Biel is a writer, activist, journalist, filmmaker, and publisher. He is the founder and co-owner of Microcosm Publishing and co-founder of the Portland Zine Symposium. He often tours the U.S. with his books and films. He has been featured in the Utne Reader, Portland Mercury, Oregonian, Broken Pencil, Readymade, and Bicycle Times.
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Displaying 1 - 29 of 29 reviews
February 15, 2019
I learned a LOT from this book. It challenged a lot of what I thought I knew about publishing, which, as a relative newbie, I realize isn't that hard. But! It also gave me a lot of hope that there's still space and potential for new publishing companies, that small presses are alive and thriving, and that maybe we won't all just be absorbed into an amorphous fuel source for the company that owns this very website. One thing I am still going to have to come to grips with, though, is the fact that I'm going to have to get a lot better at P&Ls before I even think about starting a press of my own.
February 7, 2021
I knew I would love this book the minute I first heard of it. It will probably be the most personally helpful book of my year. The author is authoritative without being pompous or condescending, and it’s got a nice punk undercurrent that taps into my own desire to do things different. Lots of proofing errors throughout which is a little weird but mostly endearing. As institutionalized and gentrified as publishing is as a whole, it was wonderful to get outside the gates for this comprehensive, compelling, and pragmatic take.
July 24, 2022
A masterclass in both indie publishing and sass. HIGHLY recommend.
February 18, 2019
Reading this while establishing a small press (Queen of Swords) is something of a bundle of mixed feels. There's a LOT of good information here and it is highly detailed and at least some of it will be applicable to someone starting up a small publishing venture in the here and now. Maybe the vast majority of it, provided that you are starting a nonfiction press that caters to specific demographics that have regular and frequent events with bookselling opportunities at them. But as Biel himself points out, the publishing landscape has changed so much since he started that Microcosm's path to success probably cannot be replicated. And fiction is its own beast and is much more competitive than what he describes here. It took me a while to wrap my head around the nonfiction vs. fiction differences, in part because the tone of the book, at least in the early chapters, is "this is how you do it." As I read on, however, I started to get a better understanding of his approach and found things that I will be applying to my own press, as well as useful thoughts on planning for the future. The writing is clear, concise and easy to follow, the sections on budgeting and planning a front and backlist and writing contracts are excellent. Overall, I would definitely recommend this book to anyone interested in learning more about small press publishing, starting a small press or even several years into running a press.
Caveat: I ordered the book directly from Microcosm and it came with sundry promo materials, including a zine. The zine was sufficiently off putting that it and everything in the packet went into the recycling bin and I almost sent the book back. I'm glad I decided to give the book a try, but suggest being wary of any additional materials that come with it.
Caveat: I ordered the book directly from Microcosm and it came with sundry promo materials, including a zine. The zine was sufficiently off putting that it and everything in the packet went into the recycling bin and I almost sent the book back. I'm glad I decided to give the book a try, but suggest being wary of any additional materials that come with it.
March 31, 2021
So much of what I'm learning in school for book publishing is in People's Guide to Publishing. Thoroughly enjoyed and learned from this book. Will have it on my shelf for reference for many years to come. Got my dad a copy so we could talk publishing biz!
October 7, 2021
This book seemed tailor-made for me, and I learned quite a bit. I've been running a small comics press (Birdcage Bottom Books) for over a decade, and yet Biel still managed to teach me a lot of great, specific knowledge. Highly recommend for anyone just starting out, well-seasoned, or anywhere in-between.
May 5, 2019
I learned some useful things from this book about the publishing world, but some that I really disagreed with from personal experience with books and publishing.
I appreciate the very much "business" point of view that Joe Biel comes from and I thought it was a great perspective but honestly this:
"Publishers are desperately afraid of a typo on the cover for fear that it will make them look like amateurs without credibility, but in reality it shows that you are passionately approaching your subject matter. Readers seek passion." p. 255
This did not ring true to me. I have never experienced this or heard of this in my life, certainly not when it implied that the typo on the cover showed your passion; readers seek passion; therefore readers seek typos on covers (which is a sort of logical conclusion one might draw from this even if the writer did not really intend this, beware, that's the sort of logical loop that one might think of!)
Sure, it is possible to sell a book and sell it well despite it having typos and some people don't care about typos. I've never heard of anyone thinking "Yay, a book with typos on the cover, this shows the person must REALLY care about their subject. In fact, please direct me to the section of the bookshop which specialises in Books That Have Typos on Their Covers because I'm sure that means that I'll find the really passionate authors there.". In fact most of the time the opposite is true, it shows someone who doesn't care enough to read it for typos or hire a competent proofreader.
This book has a very much American focus so while it does have something to offer for those outside America, there's a lot you have to read and discard if you're outside the United States. The book's quite clear on that, so it's not a criticism of the book, but it is something to think about for overseas authors. It also has a much more non-fiction than fiction focus.
I did find it useful for explaining how the ebook market worked as a competitor to small presses and what some of the different possibilities for outlets for distribution for small presses were.
I also found the glossary of terms useful at the back and some of the anecdotes about small presses rather interesting.
There were other points that I both agreed and disagreed on, all over I thought it was worth a read for interest.
I appreciate the very much "business" point of view that Joe Biel comes from and I thought it was a great perspective but honestly this:
"Publishers are desperately afraid of a typo on the cover for fear that it will make them look like amateurs without credibility, but in reality it shows that you are passionately approaching your subject matter. Readers seek passion." p. 255
This did not ring true to me. I have never experienced this or heard of this in my life, certainly not when it implied that the typo on the cover showed your passion; readers seek passion; therefore readers seek typos on covers (which is a sort of logical conclusion one might draw from this even if the writer did not really intend this, beware, that's the sort of logical loop that one might think of!)
Sure, it is possible to sell a book and sell it well despite it having typos and some people don't care about typos. I've never heard of anyone thinking "Yay, a book with typos on the cover, this shows the person must REALLY care about their subject. In fact, please direct me to the section of the bookshop which specialises in Books That Have Typos on Their Covers because I'm sure that means that I'll find the really passionate authors there.". In fact most of the time the opposite is true, it shows someone who doesn't care enough to read it for typos or hire a competent proofreader.
This book has a very much American focus so while it does have something to offer for those outside America, there's a lot you have to read and discard if you're outside the United States. The book's quite clear on that, so it's not a criticism of the book, but it is something to think about for overseas authors. It also has a much more non-fiction than fiction focus.
I did find it useful for explaining how the ebook market worked as a competitor to small presses and what some of the different possibilities for outlets for distribution for small presses were.
I also found the glossary of terms useful at the back and some of the anecdotes about small presses rather interesting.
There were other points that I both agreed and disagreed on, all over I thought it was worth a read for interest.
June 14, 2019
This is a great book for anyone who wants to get the gist of what it's like to be a part of a Publishing company, or even how to start up your own small press.
This can also be a great book for anyone teaching classes about Publishing. My teacher assigned this book to the class, and it really was just the best overview about publishing. There's info about all sides of the company: Editing books, finding books to publish, marketing, selling your books to stores, self-publishing, etc.
Even if you're just curious about how publishing works so that you can be publish a book, this has some great info about the process you'd be put through with a publisher. The best point that Biel makes about writing a book is.
It's a vast amount of information, that's conveyed without the dryness or boredom that can be brought on by textbooks. Despite holding a lot of information, it's not heavy or dense, and is very easy to understand.
It's light and fun with some great stories! Biel has a very distinct voice and you can tell that he really knows what he's talking about. I got to meet him last month, and he's a very nice person!
The one downside, I found, is that because Biel's publishing company exclusively publishes non-fiction, much of his information is catered towards that section. A lot of it, of course, is still relevant to fiction, but there are some things that just may not work for someone publishing fiction that would for non-fiction publishers.
This can also be a great book for anyone teaching classes about Publishing. My teacher assigned this book to the class, and it really was just the best overview about publishing. There's info about all sides of the company: Editing books, finding books to publish, marketing, selling your books to stores, self-publishing, etc.
Even if you're just curious about how publishing works so that you can be publish a book, this has some great info about the process you'd be put through with a publisher. The best point that Biel makes about writing a book is.
It's a vast amount of information, that's conveyed without the dryness or boredom that can be brought on by textbooks. Despite holding a lot of information, it's not heavy or dense, and is very easy to understand.
It's light and fun with some great stories! Biel has a very distinct voice and you can tell that he really knows what he's talking about. I got to meet him last month, and he's a very nice person!
The one downside, I found, is that because Biel's publishing company exclusively publishes non-fiction, much of his information is catered towards that section. A lot of it, of course, is still relevant to fiction, but there are some things that just may not work for someone publishing fiction that would for non-fiction publishers.
December 18, 2018
This book is an indispensable resource for anyone curious about the publishing world. I came to the book curious about what I would need to do to step up my own small publishing game and came away feeling a tremendous sense of hope for the future of the printed word. Even if you aren’t looking to become a publisher, this book provides valuable insight into how the book trade, and business in general, works. I’m still thinking about next steps in my own business plan, but definitely rethinking whether I want to self-publish my own work. There were strong points made about authors being too emotionally close to their work to make the best development decisions related to publishing it. In the end, I came away with a lot of practical knowledge as well as a better understanding of the publishing business as a whole. I would recommend this book for any lover of the printed word who wants to look under the hood and see what goes into getting them made.
September 21, 2025
A People’s Guide to Publishing: Build a Successful, Sustainable, Meaningful Book Business from the Ground Up is a thoughtful and thorough book, and I learned a great deal from it. The author does an excellent job of outlining what it takes to build a strong, sustainable publishing program from the perspective of a traditional independent press.
That said, the landscape of publishing has broadened considerably. Today, “publisher” can mean many things—from traditional publishing to self-publishing to hybrid publishing in between. The book rejects hybrid publishing and print-on-demand distribution, but I see value in both. Not every author is trying to publish a bestseller. There are many reasons why an author might wish to pay to publish—creative control, speed to market, preserving family stories, or reaching a specific niche audience. Similarly, print-on-demand can be an efficient, low-risk way to make books accessible without requiring a significant upfront investment in inventory.
I still recommend this book for its practical insights into the business side of publishing. Still, I also encourage readers to recognize that there are multiple valid publishing paths depending on the author’s goals.
That said, the landscape of publishing has broadened considerably. Today, “publisher” can mean many things—from traditional publishing to self-publishing to hybrid publishing in between. The book rejects hybrid publishing and print-on-demand distribution, but I see value in both. Not every author is trying to publish a bestseller. There are many reasons why an author might wish to pay to publish—creative control, speed to market, preserving family stories, or reaching a specific niche audience. Similarly, print-on-demand can be an efficient, low-risk way to make books accessible without requiring a significant upfront investment in inventory.
I still recommend this book for its practical insights into the business side of publishing. Still, I also encourage readers to recognize that there are multiple valid publishing paths depending on the author’s goals.
January 5, 2025
I launched my publishing company three years ago in many ways “by accident.” At first, Parisian Phoenix Publishing was just a hobby & passion, I invested all proceeds into the next book. But about 18 months ago, I lost my job and my publishing and my writing became my livelihood.
We have 30+ books now and we are no where near sustainable yet, but I have been a fan of Microcosm since I started the business. This book fills in my gaps of knowledge and experience.
In addition, the design of the book and the illustrations are amazing
We have 30+ books now and we are no where near sustainable yet, but I have been a fan of Microcosm since I started the business. This book fills in my gaps of knowledge and experience.
In addition, the design of the book and the illustrations are amazing
April 6, 2024
A terrific primer and resource - I'd highly recommend this for anyone who wants to get into publishing, or who already works in publishing and wishes they had more complete view of how everything works (especially from an independent, bootstrapping perspective). I've been in the business for 20 years, and I even found some things in here that I either didn't know, hadn't thought of, or surprised me. Generous, clear, and encouraging -- we need more publishers like Microcosm!
June 29, 2025
As the founder of a baby publishing company (Rock Street Press), I read this with high hopes that it would help me navigate the business side of things: contracts, taxes, royalities, etc. Unfortunately, most of the book was either information that I already knew or was not applicable to the very beginning stages of growing my business. Perhaps it will be more useful in a few years.
(And I read the book. Did not listen to the audio CD.)
(And I read the book. Did not listen to the audio CD.)
February 15, 2021
Highly recommend to any authors or booksellers, new or used. This explains soooo much about the book industry in a very straightforward and honest way. They also have a podcast that goes with it—contains some of the same info (tho less organized) and also answers questions not raised in the book.
Plus, I've always ♥ Microcosm Pub
Plus, I've always ♥ Microcosm Pub
November 10, 2024
A great field guide to the world of publishing - will provide you with lots of great takeaways based on personal experience. I'd have given this 4.5 stars if possible. The 0.5 star gap to 5 stars would have been earned if the author also provided more of a top-down conceptual framework of publishing and its constituent pieces - which might not have been the author's intention.
February 18, 2025
A very instructive and informative book on indie publishing. The author generously shares his knowledge and experience, including those of fellow indie publishers. He also gives formulas and spreadsheets; after all, publishing is still a business! Anyone thinking of getting into book publishing will be wiser to read this book.
September 23, 2020
I am an author and I have recently started publishing books too for self as well as for other authors who need help getting published. This book is a Bible and I am sure I am going to go through it multiple times.
January 19, 2022
A great guide
This book is full of great info. I'm not sure yet if it has inspired me to try publishing, or scared me away. But, at least I know better what I will or won't be getting into.
This book is full of great info. I'm not sure yet if it has inspired me to try publishing, or scared me away. But, at least I know better what I will or won't be getting into.
July 27, 2025
Really holistic breakdown of the Publishing industry put in fun ways the average person can understand. As I chip away at my manuscript and look into publishing options, books like these make me aspire to be the best author-client to a publisher that I can be
May 7, 2019
A a graduate of a publishing course myself this is legitimately one of the best books I've written about the craft of actually getting books to market.
August 28, 2019
I learned more about the publishing industry from this book than anything else I've read. So informative.
September 20, 2019
Fantastic! A book worth buying because I am sure I will reference it again and again. Just discovered that there’s a workbook on publishing by the same author and it will be on my Christmas list.
October 17, 2022
There was a lot of good information in this book. However, it could also be discouraging. This aspect of the book will not deter me from accomplishing what I desire to do.
August 11, 2023
Great perspective on the publishing industry from an indie publisher.
June 8, 2024
It’s filled with information, examples, resources, and explanations on how to publish books as a small/independent press.
November 19, 2025
Very valuable breakdown of the different sectors of the book publishing field. Great foundation for those wanting to break into the industry, or just understand the nuances of how it works
August 29, 2022
Fun read on the publishing industry. I considered acquiring a publisher (what Biel calls a hybrid publisher) and wanted to learn more. I quickly learned that I don't want to run a publisher but read on as I enjoyed learning more about the business behind my favorite hobby!
February 25, 2024
This book is about how to start a publishing company. However, a writer or anyone in the book industry can benefit from reading this book because it breaks down a book’s development and the small details in the publishing industry that we do not pay attention. I recommend this book and the author gives lots of resources.
August 6, 2019
One of the more engaging books on publishing I have read, A People's Guide to Publishing takes you through the entire publishing process. It uses many examples from a variety of publishers (big and small) and isn't afraid to encourage aspiring publishers to find new paths.
Displaying 1 - 29 of 29 reviews