How do we decide on which books to publish?

When writers send us their manuscripts it could take a few months before they receive a response. The reason it takes this long is because the publishing process is made up of a series of critical steps to ensure that only the best quality, most viable material goes into production.

Arriving at the publisher

As soon as we receive a manuscript it is logged in and a confirmation letter or e-mail is sent to the writer. It can take up to three months for the writer to receive an acceptance- or rejection letter, but in reality it can take far longer.

The slush pile

he manuscript is added to the bottom of the slush pile. Our editorial staff systematically work their way through the pile from top to bottom.

The reader's report

Once the manuscript reaches the top of the slush pile, one of our in-house readers will go through it. If they like it they will forward it to the commissioning editor. If he feels the manuscript shows promise he will read it himself or send it out to one of our professional readers if time is limited. The reader will then compile a report stating whether they feel the manuscript has publishing potential.

Concept meeting

If the reader gives positive feedback, the manuscript is discussed at the next concept meeting. This is where the editors, marketing team and sales force discuss books they feel might be suitable for publishing in the next cycle.

Various factors are taken into consideration. Current literature trends are analysed to see if the manuscript is a good fit. The sales team does a forecast to predict the performance of the book. Competing publishing houses are scrutinised to see if they are publishing anything similar.

The budget

The concept meeting is also the place where a budget is discussed. The publisher needs to consider if they can afford to publish the book. Books that are visual heavy are particularly expensive since they require full colour images that need to be printed on high quality paper.

If a manuscript survives all these stages, an acceptance letter is sent to the author.

What is the publishing process from editor to bookshelf?

After a manuscript is accepted for publication it goes through a second process to turn it into a book.

The schedule

The schedule contains important deadlines that indicate when certain stages of the publishing process should be completed. It could be a full year before a book appears on the shelves. In the case of full colour image books it could take longer.

The contract

A legal contract is drawn up and signed by all parties involved, including the author.

The editor

The manuscript now makes its way to an editor. This can be someone in-house at the company, or it can be a freelance editor. The editor will work his/her way through it and point out sections that they feel need to be tweaked, cut or rewritten. The author will get a specific amount of time to rework the text before it has to be returned to the editor.

Once the editor is satisfied with the text he/she starts correcting errors. This might include brushing up the facts, grammar and spelling, as well as fixing any inconsistencies within the text.

The illustrator

If the book calls for illustrations, the commissioning editor will send a brief to an appropriate illustrator. The brief will include the text of the book as well as parameters such as how many illustrations, the space allocated to them and, in some cases, pointers as to what the characters should look like. The brief will also stipulate the style of the drawings and whether they are to be black and white or colour.

Marketing and Sales

Sales and marketing of the work will usually begin while the book is in progress. Publicity may already be built around the launch of the book and the sales team will start introducing the book to distributors to create interest.

The book designer

Meanwhile the book designer will start considering things like font, margin space and the overall look and feel of the book. He/she will also brief an artist to put together an illustration for the cover.

Type setting

As soon as the illustrations arrive and the text has gone through a final edit, the typesetters start laying out the book. Once this is done, First Proofs are sent to the editor who will check that everything is correctly placed.

The proofreaders

The book now makes its way to the proofreader who scrutinises the text, marking any errors. The typesetters then make the amendments and Second Proofs are sent to a different proofreader. The editor will also recheck the pages to ensure that all the mistakes from the First Proofs have been fixed and that no new errors have made their way into the book. The illustrator will check to see that all the colours are correct.

Off to the printer

Once the editor is satisfied that all mistakes have been corrected, he/she will sign off and the book is sent to print.

Into the bookstores

After printing, copies of the book are sent to the media for review. If a launch has been arranged it will be held at this point, along with possible media interviews. The distribution company will deliver copies to the bookstores and sales will start at retail outlets.

What is Avant Communication working on?

Avant Communication was the force behind the acclaimed book by Venu Rajamony, former Ambassador of India to the UAE. In this work titled "India and the UAE: In celebration of a legendary friendship", Rajamony explores the ancient ties of these two countries through evocative narrative, rare photographs and detailed commentaries by members of the Ruler's court, government, opinion leaders and business icons from both countries.

Avant Communication is also passionate about our ongoing in-house project; The "Inspiring Series" is a growing series of books that showcases awe-inspiring destinations across the globe. Titles in the series that are complete and available for retail are "Inspiring Dubai", "Inspiring Himalaya" and "Inspiring Qatar". Next in line is "Inspiring Kerala".

A book showcasing the equestrian heritage of the Arab region is also in the pipeline.